Job at a glace:
Role: Marketing Manager & Catering Assistant
Dates: October 2020 – May 2021
Skills: Brand development, social media and website management, copy writing, graphic design.
Wibbly Wobbly Burger Bar
In October 2020, I joined Wibbly Wobbly Burger as a Catering assistant on Lancaster University campus. Shortly before joining, I noticed a lack of social activity from such a student-centric business. After identifying a need for community engagement, I took on the duties of Marketing Manager with the support of the business owner, while still maintaining my catering duties.
As my first solo account management experience, I was eager to develop a wide variety of essential marketing skills, including social media management, online advertising, web and print content creation, and graphic design.
During my time here, I improved engagement through Facebook and Instagram with regular posting and interaction within the Lancaster University community. As a result, regular customers and active followers routinely commented and liked WW posts, prompting conversions to phone calls, in store visits, and social media direct messages.
As a student-centred business, our primary challenge was navigating the high turnover of our customer base and developing loyal, recurring visitors. Our increased social media presence and brand awareness drummed up discussions around the business, with alumni engaging for nostalgic purposes and new students coming to find out what all the online hype was about. Our aim was to develop a relationship with societies and groups who need a new space to socialise. This was a challenge due to COVID-19 lockdowns.
The COVID-19 pandemic provided a unique marketing challenge due to changing Government regulations, service changes, and a reduced student population. During this time, we prioritised our takeaway/delivery services for students and staff still on campus.
To do this, I developed a social media campaign highlighting customer desires and the WibWob solution. Through a series of graphics, we explored the cliched “new normal” as a reason to experiment, the need for some excitement, company, and much more. We weren’t just pushing a product, we were making the LU community aware that we were still open, always there for them, with a smile on our faces.
The Hidden Gem
Soon after joining, I was asked to support in the opening of The Hidden Gem, a takeaway in Bare, Morecambe. My role involved establishing a social media presence, creating a brand, and designing printed materials.
This presented a fun challenge of supporting a fresh brand with a significantly different audience to previous projects. Here, the audience switched to life-long residents of Bare, local people looking to support a local takeaway.
To appeal to our main audience, The Hidden Gem’s online presence is established through Facebook. Here, customers can find monthly offers, leave reviews, and ask questions regarding the menu/service. In my time in this role, we adopted a regular clientele who would share their praise by commenting on new posts, even tagging friends and family as a form of referral.
When exploring brand identity, I started by establishing a realistic visual style for the brand as the images would be captured by on the fly during the cooking process. Authentic, unpolished. This style showcased the clean, fresh ingredients and tasty food, and the clean environment it was cooked in.
With this, I explored the name ‘The Hidden Gem’ through a visual brand design that played with the idea of ‘easy discoveries’. Customers need not look far for something delicious from a place they could trust. The food is the focus and the logo shows just that.
Additionally, the menu takes this one step further, taking inspiration from the ruggedness of maps and trail footprints, a realistic wear that comes from experience.