77 Media · Portfolio · Neighborhood café

Regulars who come back on purpose

Where they started

Posting used to happen whenever the owner had a minute, which meant it mostly did not happen. The regulars loved the place; nothing reminded anyone else it existed.

What we did

• Social taken over completely

  16 posts a month, planned and designed, going out whether or not the counter was busy.

• Email to people who already loved it

  Simple campaigns to past customers: new items, seasonal hours, a reason to come back this week.

• A consistent voice

  The feed sounds like the cafe, not like an agency, because that is what the regulars follow it for.

• Repeat orders up 62%

  And the owner got her evenings back, which she counts as the bigger number.

The client's name is held back by agreement; we will walk you through the full detail on a call. The result figure is our own measurement for this engagement.

What social media management should look like for a small business

A café is not a brand with a content team. The job is not to go viral; it is to stay in front of people who already like you, without the owner giving up an evening. That changes what good management looks like.

• It runs whether or not you are busy

  The whole point is that the work continues through your busiest week. If it stops when you stop, you have bought a freelancer's spare time, not management.

• It builds something you own

  Followers belong to the platform. An email list belongs to you. Good management uses the feed to grow the list, so one algorithm change cannot cut you off from your own customers.

• It is aimed at people who can actually visit

  For a local business, a thousand followers in another state is worse than a hundred nearby. Local targeting is not a nice-to-have.

• It gives regulars a reason to come back on purpose

  The gap for most local businesses is not new customers; it is the regulars who would come more often if something reminded them.

Social plus email together lifted repeat orders 62% here, and gave the owner her evenings back.

Work like this runs on the Business plan — social plus email together sit in the Business plan. See the plans and prices.