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Professor's Market is a specialty grocery, deli and artisan shop in Reading, Massachusetts. When it came to BusySeed the Instagram account had a stagnant follower count and posts that drew little to no engagement, and the catering business that had been the growth plan stalled when the pandemic ended gatherings. The goal changed mid year: forget catering leads for now and sell what the counter has, starting with acai bowls and then the meat counter.
Facebook carried three campaigns: page likes to grow the local audience, a website clicks campaign built on food photography that sent people straight to the Order Now page, and a SAVEFIVE coupon ad that made results traceable at the register. Post engagement ads promoted each featured product. Waze ads put the shop on the map for drivers, Google Business Profile posts went out weekly, and Instagram was rebuilt with local hashtags and daily community engagement.
Source: Professor's Market Digital Strategy Review, September 24 2020; Facebook Ads Manager, Google Business Profile, Waze and Onlypult exports.
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