Willard Varsity Club

WILLARD VARSITY CLUB

GROWING A HOMETOWN STAPLE THROUGH COMMUNITY DRIVEN MARKETING

Varsity Club has long been a local favorite. My role was to help keep it top-of-mind through recurring event campaigns, remodel storytelling, seasonal promotions, and community-first content that encouraged people to return again and again.

CLIENT

Willard Varsity Club

INDUSTRY

Hospitality

ROLE

Social Media Manager

FOCUS

Event Marketing
Community Engagement
Organic & Paid Social

TIMELINE

2023 - PRESENT

The Challenge

Creating consistency beyond individual events.

Many hometown restaurants rely on one-off promotions that create short bursts of traffic but don't build lasting momentum. Varsity Club needed a marketing system that encouraged repeat visits, highlighted community involvement, and kept people engaged throughout the year.

Needed consistent attendance across recurring event series
Required ongoing promotion beyond one-time announcements
Needed content sustaining audience interest throughout the year
Wanted to build excitement and transparency around the restaurant remodel
Needed stronger community connection and local brand loyalty

My Approach

Building a repeatable marketing engine.

Rather than treating every promotion as a separate campaign, I developed a repeatable content system that combined event marketing, storytelling, community engagement, and strategic scheduling into one cohesive marketing operation.

Developed a year-round content and event marketing strategy
Created recurring event campaigns with strategic promotion plans and content calendars
Produced engaging Reels, graphics, and photography that captured the energy of each event
Leveraged organic content, paid social, Stories, and live coverage to maximize reach and engagement
Built community partnerships and cross-promotions to expand visibility