Bar & Resturant

Social Media Strategy

THE CLIENT

CASK & ALE SARASOTA

(SPEC)

THE BRIEF

Cask & Ale Sarasota is a popular bar and lounge known for its craft cocktails, whiskey selection, and vibrant nightlife. To elevate its online presence, Karuna Agency has developed a strategic social media plan to enhance brand awareness, engagement, and customer loyalty.

GOALS

Increase brand visibility and attract new customers.

  • Strengthen community engagement and loyalty.

  • Drive foot traffic through promotions and events.

  • Showcase Cask & Ale’s unique offerings and ambiance.


Key Platforms: Instagram, Facebook, TikTok, My Google Business

Primary Audience 

Sarasota locals and seasonal visitors seeking trendy social spots.

Demographic: Young professionals (ages 25-40) looking for upscale nightlife experience.

Interests: Cocktail and whiskey enthusiasts.

Pain Points: Difficulty finding a nightlife venue that balances a sophisticated yet fun atmosphere with a wide range of cocktails.

Secondary Audience

Event planners looking for private event spaces.

Demographics: 30-50 years old, corporate event coordinators, wedding planners, private party organizers, hospitality professionals.

Interests: elegant,  aesthetically pleasing venues with a unique ambiance.

Pain Points: There are no aesthetically pleasing and unique venues for events, and it is difficult to secure partnerships with nightlife brands that align with their audience.

CONTENT PILLARS

  • Craft Cocktails & Whiskey: Highlight mixology, specialty drinks, and featured selections.

  • Atmosphere & Experience: Showcase Cask & Ale’s ambiance, live music, and events.

  • Community Engagement: Share user-generated content, behind-the-scenes, and staff highlights.

  • Promotions & Events: Announce special nights, happy hours, and collaborations.

  • Educational & Entertaining Content: Whiskey tastings, cocktail recipes, and bartender spotlights.

Posting frequencies

  • Instagram: 4-5 posts/week, daily stories, and 2 reels per week.

  • Facebook: 3-4 posts/week, event promotions.

  • TikTok: 3 short-form videos per week.

  • Google My Business: Weekly updates and customer reviews engagement.

CONTENT STRATEGY

Content Execution & Visual Direction

  • Photography & Videography: High-quality images of drinks, bar aesthetics, and social gatherings.

  • Reels & TikTok: Behind-the-scenes, bartender interviews, customer testimonials, and drink-making videos.

  • Stories: Daily interactive polls, Q&As, and live updates on specials

  • User-Generated Content: Repost tagged photos and encourage hashtag usage (e.g., #CaskAndAleSRQ).

*content reference

Community Engagement Strategy

  • Respond to all comments and DMs within 24 hours.

  • Engage with local influencers and cross-promote with businesses.

  • Host social media giveaways to boost engagement.

  • Encourage check-ins and reviews on Google and Facebook.

Paid Social Strategy

  • Ad Focus: Instagram & Facebook ads targeting Sarasota locals.

  • Budget Allocation: $500-$1,000/month on social media ads.

    Campaign Types:

  • Event promotions (e.g., live music nights, whiskey tastings).

  • Special offers (happy hour, VIP experiences).

  • Brand awareness campaigns showcasing the ambiance and menu.

Next Steps & Implement-ation Plan

  • Audit Current Social Media – Assess existing content and performance.

  • Develop Content Calendar – Plan monthly content in advance.

  • Professional Photography Session – Capture high-quality brand visuals.

  • Launch Social Campaigns – Implement ads and influencer partnerships.

  • Review & Optimize Monthly – Analyze data and adjust strategy accordingly.

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