Ration
Beverley

Project Type: Integrated Communications

Industry: Hospitality/Food and Beverage

Location: Toronto

Role: Marketing Manager

About:

In 2021, Ration Beverley opened its doors with a mission: to celebrate local ingredients, to champion sustainable practices, and to support local farmers. They explore Ontario's diverse offerings across the changing seasons through foraging, a process that helps the team deepen their commitment to eco-gastronomy.

Objective

Leading to the 2023 Michelin Award Ceremony and an invitation for owners to be speakers at a Michelin conference for sustainable restaurants, Ration Beverley required leadership and strategy within their communications efforts. Adopting the role of the previous marketing manager with a 6-month gap of leadership, I was tasked to take on the position of Marketing Manager.

Branding Creatives

Using the existing branding creatives and company mission as a starting point, I use that to develop the Ration Beverley - Q3 Communication Strategy.

Strategy

The focus of the strategy was divided into 3 phases;

Social Media, Website Optimization, and Media Training for stakeholders.

Social Media

Due to the large gap in marketing leadership, SM management became crucial to establishing content strategy as the initial step. This strategy aimed to ensure ongoing engagement and reach a wider Toronto-based audience while maintaining key messaging in content and copy.

SM Focus

Photo Shoot

SM Copy Optimization

Content Calandar

SEO strategies along with key messaging

Mobile-friendly UX/UI design

Weekly menu update

Functioning Backlinks

Website Optimization

Using assets from social media photo shoots, I updated images on the company website. Copy was then optimized using keyword research and incorporating Google and meta tags for ranking and tracking.

Website Focus

Key Word Examples

with SEMSRUSH research

SUSTAINABLE, MICHELIN GUIDE, TORONTO RESTAURANT

PR Training

Taking additional PR and Crisis Management training/certification, I implemented a PR training/strategy for stakeholders during the Michelin conference. Reviewing past interviews and researching competitions proved to be beneficial in conveying the company’s keynotes.

Training Outline:

Media Landscape
Key Messaging
Audience
Interview Techniques

Crisis Communication
Messaging Consistency
Q&A Simulations

Outcome & Key Metrics

Creating a communications strategy through integrated marketing tactics has positioned Ration Beverley as one of Canada’s leading restaurants in sustainability, foraging, and fermentation.

Q4 Social Media KPIs

+28% engagement
+19% impression
+4% followers, totalling 4706
Reach: 5,768 accounts, 2,929 non-followers
Profile views 3000+

Notable Press Release

& Publication