CollaborEATS
Social Media Campaign
Social Media Marketing • Photography • Brand Partnerships • Brand Strategy
Project Objectives:
Grow Frederick County Bank’s social media following by getting in front of new audiences.
Gain an introduction and build a relationship with local business owners.
Showcase local businesses and encourage people to eat local.
Build on the attention and engagement of the #GoLocal Campaign.
My Role: I named the campaign and designed the main collateral. I also styled the food and took the photos for each campaign.
I worked with the Bank’s Business Development team to identify and invite restaurants and nonprofits to participate. I also worked with our agency partner for the special Donut Days and Business Story video.
Results: We hosted 6 CollaborEATS campaigns with 9 specialty menu items. We worked with 9 local restaurants and 6 local nonprofits. We sold out menu items, gained new account relationships, and had increased engagement.
How the Campaign Worked
Collaborate + Eating = CollaborEATs
Step 1: The Bank’s Business Development Team and I identified local restaurants to build a relationship with.
Step 2: The restaurant created a limited-time special menu item in honor of the Bank. They were given total creative control.
Step 3: For each of the special items sold during the campaign, the Bank pledged a donation to a local nonprofit.
Promotional Materials
I designed signs for acrylic holders at the registers of the restaurants. This helped customers learn about the campaign and consider adding an item to their order. I also created web banners for the bank’s homepage and social media covers.
Meet the Menu
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The FCB Whole Cherry Pie
Our vegan doughnut launched as part of our “Every Business has a Story” campaign. Offered only 3 days in July 2018, it sold out within hours each day.
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The FCB MoneyMaker
Brie, sour cherry spread and ham served hot and toasted made the MoneyMaker a perfect winter treat. We even heard from one community member that this was one of the best sandwiches she’s had in her life.
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The FCB SLB
A blend of strawberry, lemon, and basil, this collaboration with Good Juju was our first step into the world of beverages. Our smoothie was their 3rd most popular flavor.
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FCB Pretzels
When Pretzel & Pizza Creations had 2 great ideas for an FCB Pretzel, we decided to let the community vote on an official winner. The options were Fruity Pebbles or Chocolate Toasted Coconut.
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The FCB Clam Chowder
The final CollaborEATS was a 3 for one. We partnered with Firestone’s Restaurant, Market, and Raw Bar to create a sandwich, chowder, and fried calamari.
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FCB Cocktail & Mocktail
The Tasting Room is one of the most popular restaurants in town and is known for its craft cocktails. For an added ounce of local, we also featured McClintock Distilling gin in the cocktail.
Social Media Post Samples
More than Food
It may look like CollaborEATS is all about enjoying great food—but that’s only part of it.
The campaign also gave back to local nonprofits (a core value of Frederick County Bank). We donated more than $3,000 to organizations supporting women, children, senior adults, and others in need.
The Story Behind the Business
Blog Articles: I wrote articles for the blog about the story behind each business. This was a fun way to build local connections, create positive PR, and drive traffic to our owned channels. The articles were shared on social media by the Bank and the restaurant.
Involving the Team
Cash Mobs: It was always a lot of fun when a new CollaborEATS campaign launched. Many teams across the organization used the CollaborEATS items as a team-building activity.
The Bank also uses CollaborEATS to engage other businesses by surprising them with the menu items. When the Bank collaborated with Pretzel and Pizza Creations, we surprised the Boys and Girls Club of Frederick with samples of the pretzels. Their teen leaders group loved sampling them and sharing photos.
“Doughnut Days”
Our vegan doughnut launched as part of the “Every Business has a Story” video series. The FCB Whole Cherry Pie was offered only 3 days in July 2018 and sold out within hours each day.
I worked with the Bank’s agency partner to create the video and accompanying promotional graphics. We were thrilled with the reach and results.
Skills Used in this Project
Social Media Marketing.
Instagram • Facebook
Photography.
Food Styling • Editing
Agency Relationships.
Videography Storyboarding • Art Direction