Keeping a Portland favorite visible year-round

Industry: Food and Hospitality
Services: Social Media Management, Content Creation, Art Direction and Promotional Strategy

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I developed a consistent social media and content system that helped Matt’s BBQ promote its food, communicate specials and stay connected with customers—even during Portland’s slower season.

Background

Matt’s BBQ entered the project with strong community support, national recognition and a loyal following. However, much of its social presence depended on user-generated content, and publishing was not always consistent.

The business needed ongoing management, a clearer visual direction and a reliable way to promote menu items, specials and timely updates without placing more work on its operating team.

The Challenge

The goal was not to reinvent a brand customers already loved. It was to improve how that brand appeared online.

Matt’s needed original content that matched the quality of its food, more consistent publishing and a way to keep customers informed throughout the year—not only during Portland’s busiest dining season.

The Approach

Social-First Art Direction

I introduced a cohesive visual direction centered on the food, the smoking process and the people behind the cart. Product photography and short-form video made the menu feel intentional and appetizing while preserving the straightforward personality of the business.

Consistent Management

I established a dependable publishing schedule and introduced new content formats to keep the account active and varied. This included photography, short-form video, educational content and timely promotional posts.

Staff and Product Storytelling

I incorporated employees into the content to give customers a natural point of connection with the business. The strategy also highlighted daily and weekly specials, new products and lesser-known menu items so customers had new reasons to return.

The Results

During the featured fourth-quarter reporting period:

• Instagram content interactions reached 6,700, an increase of approximately 237%

• Instagram reach totaled 29,100, an increase of 21%

• Instagram link clicks increased by 100%

• Facebook content interactions reached 806, an increase of approximately 266%

• Facebook link clicks increased by approximately 317%

Although Facebook’s overall reach decreased during the period, the people who encountered the content engaged and clicked at substantially higher rates.

The strategy helped Matt’s BBQ maintain visibility during the traditionally slower season while increasing awareness of new items, specials and parts of the menu customers may not have previously known about.