Engaging The SFU Foodie Community on Instagram
Updated: Apr 30
One of my challenges as a Marketing Manager for Compass Group Canada at the Simon Fraser University unit was to leverage the SFU Dinning student-facing Instagram account (@sfudining).
My goal was to grow the @sfudining following with strategic content and ultimately use the channel to promote Compass's dining brands on-campus. I built an editorial calendar focused on audience growth that included sharing daily relevant content (e.g., menu updates, fun/relatable posts, behind-the-scenes stories, etc) and student-only giveaways.
The target market (students, 19-25) was already spending a lot of time on Instagram, so I wanted to connect with them in a fun and lighthearted way. My ultimate goal was to transform the account into a source of dining news, promotions, and updates for the SFU foodie community.
Besides the content strategy, as part of my overall growth plan, I conducted daily outreach to relevant accounts. Another powerful tactic was geo-tagging the posts and using location-related hashtags to reach a relevant audience in the Burnaby Mountain area.
Below are some of my posts for the account.
Valentine's Day Cookie Decoration Event.
Women's Day Staff Highlight.
Holi Festival Team Photo.
In 3 months of purely organic efforts, the @sfudining Instagram account grew from ~400 to 800+ relevant followers (200% growth). Besides, the post's average engagement rate went up 165% and reach +242%.
This project was a great learning experience for me and I am very proud of the results I was able to achieve in such a short time with no advertising budget.