Segmenting Audiences and Establishing Content Pillars

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The document provides a marketing strategy for a catering brand called Kara Kroeger. It outlines the brand's target clientele as luxurious ladies, conscious CEOs, and bachelors/bachelorettes. It then details values, research findings, and a content strategy for the brand's website and social media channels. This includes ideas for catering, conservation, hunting, butchering, and nutrition content. It also suggests new activities like guided trips and classes. The marketing strategy proposes engaging social influencers, online marketing through sites like Pinterest and Yelp, and increasing the brand's newsletter frequency.

FOOD FOR THOUGHT
Zac Bodner, Morgan Eisenstot, Keely Kennedy

Luxurious Ladies
of Leisure
Bachelorettes, Housewives,
Young Professionals

Values
Deliciousness Recommending things Femininity
Beauty Strength Status
Talent Uniqueness Health
Inspiration Adventure
Learning Family
Showing Off Style

Classy
Conservationists
CEO’s, Conscious Hunters,
Tailgaters

Values
Deliciousness Individuality
Independence Adventure
Strength Skills
Freedom Lifelong learning
Code Protecting the land
Making up own rules

1) Catering websites are bland; they lack narrative and back-story
2) Nutrition and health takes itself too seriously; little to no humor/levity
employed - everything is so Vegany and self-righteous!
3) Very few interesting, superstar Chef/Caterers
4) Catering is boring! When people need catering, they want an experience.

Catering
Invest in a photographer.
More pictures and recipes.
Previous menus and reviews.
Pricing and venue suggestions.

Conservation/Agriculture
What is it and what role does game hunting play in it?
What are the cool organizations around doing? How can people
get involved with them and with conservation?
Best practices for sustainable agriculture and land
stewardship

Hunting/Foraging
Favorite places to hunt in Texas
Skeet shooting videos to demonstrate badassness with a rifle
Funny listicles - like top ten hunters of all time
(including Hunter - Jan’s assistant from The Office)
Cleaning rifles and choosing the best ones for different
scenarios
Must haves for first time hunters

Butchering
Tips and how to videos for plucking feathers, skinning game
and butchering meat
Explanation of different parts of the animals and
differences in the meat of each part
Which knives are best to use for which part (what is a
cleaver for? A filet knife?)

Nutrition
Cool, simple ways to be
more healthy. Are there
any foods that could
substitute for coffee? Why
is game so much better for
us than regular meats?

Bachelors/Bachelorettes
Cool stuff to do in Austin and the Hill Country
Nice wine and cocktail ideas
Locations of beer breweries, whiskey distillers and wineries
Taxidermy and Gallery Tours
Check lists for events

Suggested New Activities
- Guided hunting and foraging trips for kids
and adults
- Butchering classes
- Agriculture and conservation workshops

Social Influencers
Photograph Kara’s wild
game creations
Fun Hashtag them with
#YouSlayItISauteeIt,
#YouKillItIGrillIt,
#YouWasteItITasteIt
@Tag Hunter Influencers
to draw them back to
Twitter feed and website
http://wiredtohunt.com/2015/11/30/70-instagram-acc
ounts-all-hunters-should-be-following/

Online
Found the target where they are looking
Pinterest, Yelp, Zero Cater, Social Media, etc.
Invest Search Engine Marketing

Newsletter
Amp up to monthly rather than quarterly
Update clients and maintain relationships
More touchpoints, more info for them
Timely

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