• Bianca Gurgel

Engaging The SFU Foodie Community on Instagram

Updated: 6 days ago


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.



Post samples


Valentine's Day Cookie Decoration Event.


Women's Day Staff Highlight.


Menu Updates.


Holi Festival Team Photo.



Results


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.

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