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Case Study
WILLARD VARSITY CLUB
Turning Local Energy Into a Consistent Digital Presence
Role: Social Media & Campaign Strategist
Industry: Restaurant & Bar
Scope: Social Strategy, Campaign Execution, Paid Ads, Community Enagement
Client: Willard Varsity Club
Role: Social Media & Campaign Strategist
Scope of Work:
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Social media strategy & content planning
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Campaign and event promotion
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Paid social support for key events
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Community engagement & brand voice support
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Performance monitoring and optimization
THE PROJECT
THE CHALLENGE
Willard Varsity Club is a long-standing local bar and restaurant with strong community loyalty but limited digital marketing consistency.
Key challenges:
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Inconsistent posting and campaign planning
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Limited promotion of events and specials
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No structured social strategy
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Missed opportunities to engage regular customers digitally
The goal was to build consistent visibility while maintaining the bar’s authentic local personality.
MY STRATEGY
To strengthen visibility and engagement, I helped establish a consistent social and campaign framework.
Key shifts included:
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Creating consistent posting schedules around events and specials
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Highlighting staff, customers, and community moments
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Promoting tentpole events and game-day traffic drivers
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Supporting campaigns with paid social promotion
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Aligning promotions and in-store activity with social messaging
The focus was consistency and community-first storytelling.
✔ 725K reach in one year
✔ 413K video views
✔ 4.6K content interactions
✔ 3.53% engagement rate
✔ Stronger awareness around tentpole events and specials
✔ Increased consistency in digital presence
THE RESULTS
Tentpole Campaigns
I developed and managed high-impact campaigns that anchored the social calendar:
St. Patrick’s Day
Campaign
Objective: Drive foot traffic, build brand engagement, and increase community reach.
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Paid Ads → Spent $5/day to amplify brand awareness
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Limited-Edition Merch → Designed and promoted St. Patrick’s Day tees via static posts
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$100 Gift Card Giveaway → Planned and posted branded giveaway campaign
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Local Brand Partnership → Partnered with community orgs to boost organic reach
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Holiday-Themed Cocktails → Created & promoted via Reels
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St. Paddy’s Day Food Special → Captured and shared via Reels
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Entertainment Promotion → Static + Reels to highlight performers
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Day-Of Engagement → Managed Facebook Live
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Post-Event Recap → Final Reel summarizing the day
Social Media Performance (Facebook)
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Managed and analyzed 10 posts with a total reach of 25K views.
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Achieved an overall engagement rate of 2.88 %, above the platform average (1–2 %).
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Generated 721 total interactions — including likes, comments, and shares.
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Demonstrated consistent audience engagement and effective content strategy.
Social Media Performance (Facebook)
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Managed and analyzed multiple posts and Reels throughout the Bike Night campaign, reaching a total of 29.6K views across all content.
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Achieved an overall engagement rate of 2.19%, aligning with or exceeding industry benchmarks (1–2%).
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Generated a total of 635 interactions — including 423 likes, 123 comments, and 89 shares.
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Demonstrated strong audience interest and sustained engagement throughout the multi-month campaign series.
Bike Night Campaign
Objective: Strengthen brand recognition and community engagement through a recurring summer series blending music, food, and lifestyle culture.
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Paid Ads Promotion → Conducted A/B testing to ensure content was aligned to audience, step and repeat that content a week prior to each event.
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Recurring Event Promotion → Highlighted each month’s event (2nd Thursday, June–September) with themed static posts and Reels.
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Curated Food & Drink Specials → Created and featured unique menu items tied to each event theme.
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Entertainment Promotion → Promoted bands and performers through both static graphics and dynamic Reels.
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Campaign Rollout:
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Print Collateral → Designed and distributed 27x48 posters and exterior event banners.
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Limited-Edition Merch → Designed and released exclusive Bike Night tees.
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Digital Content:
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Reels →
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Individual Reels highlighting each event, including collaborations with bands and use of stock performance footage.
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Human Reels announcing events before and recapping after each one.
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Stories →
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Countdown Stories posted 1 week, 5 days, 3 days, 2 days, 1 day, and “Tonight” before each event for consistent audience reminders.
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Day-Of Engagement →
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Managed Facebook Live sessions during events to showcase atmosphere and performances.
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Weekly Event Campaigns
BINGO + Name That Tune Nights
Consistency meets community. To keep Willard Varsity Club’s audience engaged beyond weekend highlights, I introduced two new recurring events: Bingo Tuesdays and Name That Tune Thursdays. Each event became a built-in opportunity to create buzz, drive foot traffic, and strengthen the brand’s weekly rhythm.
Trending Content
Fresh. Relevant. Scroll-Stopping.
Willard Varsity Club’s feed stayed in the moment tapping into cultural trends, local happenings, and share-worthy moments that kept the brand top of mind. Each post felt authentic, timely, and unmistakably “Willard.”
