STREAKIN RICANS
Streakin Ricans Empanadas, a family-owned business located in DFW needed help leveraging social media to raise awareness of their food, event and catering options. I created a strategy that not only focused on refreshing their brand and social media presence but also put focus on marketing on a smaller, more local scale.
-CASE STUDY-
The Challenge
Although this family-owned business had been successful at securing events around DFW since their launch in 2015, they had an outdated website with no messaging. They lacked updated solutions to managing and growing their social media presence.
They knew they needed help building their brand awareness, but they had a small budget and weren’t sure where to start.
In order to refresh their brand, it was critical to work with them in order to develop and craft their brand messaging.
The Plan
I worked with Streakin Ricans to create an aggressive relaunch of their brand and social media that included rebuilding their website with new messaging and consistent branding, overhauling social media to focus less on events and more on the food and implementing a social media strategy designed to increase brand awareness and follower count. In order to ensure visibility on social media, I did extensive research on hashtags for various social platforms with the goal of growing their local following.
The new messaging for Streakin Ricans placed emphasis on the family behind the business. With three generations helping the business, I positioned their family as working toward sharing their culture and cuisine within the communities across DFW they’ve come to call home for the past several decades. Bringing in this more human and personal touch to their story was vital to their new messaging and this was emphasized not only through their website messaging (Puerto Rican Cuisine, Culture & Community) but through their family’s rich military history that spanned from present day family being active duty all the way back to ancestors in the Spanish-American War. This military connection also helped shine a light on the business’s philanthropic pursuits — namely their work with the Military Veteran Peer Network, where a portion of all their sales went in support of struggling and homeless veterans.
I also worked with the family on the best way to take images for social media, highlighting the importance of putting the emphasis on images highlighting their food and their family in order to keep consistent with their new brand messaging and positioning.
The Results
I not only managed to nearly triple their social media presence, but I also secured them placement in a local magazine that highlights the diversity of people and businesses within the Dallas/Fort Worth community. [Voyage Dallas]
Through organic social media content and careful hashtag research, I increased their social media following and increased their web traffic to their story and catering pages. This strategy yeilded impressive results, which led to Streakin Ricans selling out at local community events and receiving more inquiries for private catering events.
