CASUAL DINING*�TIKTOK ROLLOUT

*Brand name has been replaced with “CASUAL DINING” throughout deck for privacy and non-disclosure reasons

CONVERSATION STARTERS

Whether we’re hiring staff or starting the Ranch wars with another brand, part of the time we must share key business messages.

The core difference from trends: This content is built around the brand message.

TRENDS

Joining trends is key to growing success within the algorithm. While we won’t join every trend, we’ll find the ones that allow us to bring a unique, CASUAL DINING-only lens to the party. Content will highlight menu items & our Teammates, but content is built to make the different aspects of the business relevant to this audience.

On this platform, we lead with creativity first. Content should never feel like an ad, or as if it’s coming from a “big brand”. Instead, it comes from an army of CASUAL DINING-heads. We’ll follow the 80/20 rule – 80% of the time we give back to our guests & fans with CASUAL DINING-fied content. The other 20% we still entertain our fans, but touch on key brand messages.

60%

20%

OUR APPROACH FOR CONTENT

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20%

CASUAL DINING LOVE

From guests & influencers to our in-store & corporate teammates, this content embraces the creative minds who love the brand. We’ll re-post & duet with content that will entertain the community.

We will create two videos to get this live in December. This mixed in with the UGC will show fans we’re investing in the platform while also celebrating CASUAL DINING-heads.

In order to re-introduce the brand on the platform and get into users’ feeds we will start by posting fan content. This will feel normal for a brand account to followers and get people accustomed to seeing our page again.

To grow consumer attention to the page we recommend tapping into one of our influencer partners to create content around the brand tagging CASUAL DINING. Their post can be re-posted, depending on content, but will primarily be used as a driver to push consumers to the brand page.

We will kickstart the channel in December 2021 with a mix of content to get our page mixed into the algorithm again and go live with original content in late-December. We’ll continue this process with a weekly original video in January, and introduce influencer content to the page.

UGC

Original Videos

Influencers

WINTER LAUNCH MIX

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CONTENT CALENDAR

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CONCEPTS

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2021 Recap

Sound: This will be selected closer to the live date to hop on trends

Story: Collage of images and videos from crew members, CASUAL DINING, and UGC content

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Gift Cards for Christmas

Sound: When I’m Dancing – Meghan Trainor

Story: Trying to Christmas shop and not knowing what to get anyone / CASUAL DINING Gift cards

• First shot: Someone standing in a store trying to decide between two different gifts (Text: POV: Shopping for family is hard))
• Second shot: Slow mo throwing a handful of CASUAL DINING gift cards in the air in front of a CASUAL DINING (Text: 🌶✨CASUAL DINING GIFTCARDS✨🌶)

New Year’s resolutions

Sound: This will be selected closer to the live date to hop on trends

Story: Ignoring resolutions to be healthier for the CASUAL DINING triple dipper

• First shot: someone either in the gym or sitting outside the gym
• Second shot: cut to them rewarding themselves at CASUAL DINING or ignoring their resolutions to go to CASUAL DINING

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LET’S CHAT: ACCESS TO HANDLE

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Community management & engaging:

• CASUAL DINING team to own community management & engagement
• AGENCY to continue flagging opportunities for brand engagement

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Obtaining permissions for UGC:

• AGENCY to send links to CASUAL DINING team to request permission for monthly recommendations for re-posting.

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Access to feed:

• While CASUAL DINING team will own community management & channel, the AGENCY team does request access in order to build tailored recommendations for trends based on our community. While the team can use their personal feeds to draw inspiration, each feed is unique so having access to the content delivered to a channel like CASUAL DINING will be different than personal feeds. This will help ensure recommendations match the trends for this community.

TIMING & PRODUCTION CALENDAR

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November

11/22: AGENCY to send UGC selects + copy options for CASUAL DINING for review

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December

12/20 – 12/27 : Identify trending sound for recap TT

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AGENCY to share Jan. UGC & caption recommendations by 12/20.

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Live Dates

AGENCY Timeline

CASUAL DINING Deliverables

TIMING & PRODUCTION CALENDAR

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January

1/1 -1/15: Identify trending sounds

Live Dates

AGENCY Timeline

CASUAL DINING Deliverables

INFLUENCER OPTIONS

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To help grow consumer attention for the page we recommend tapping into one of our influencer partners this month. We’ll ask them to create content around the brand tagging CASUAL DINING’S handle.

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The core goal: drive consumer excitement for the brand and drive influencer fan traffic to the brand page.

Timing:

• Influencer content goes live in mid/end of January
• Start conversations with influencers late November/early December

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Partner options: The.McFarlands or KathleenLights

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Next Steps:

• Determine AGENCY involvement in activating influencers
• Reach out to get quotes & kick off ideation process for their channel.

COST OVERVIEW

AGENCY FEE / CONTENT COSTS

As a test trial for our new TikTok strategy, AGENCY recommends billing a monthly fee of $10,000 a month for the first three months (December 2021 through February 2022). After this trial period, AGENCY will track and report on actual time incurred in order to set a consistent price moving forward in advance of FY’23 planning.

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This includes account management, creative, production and social strategy time to set a monthly strategy, concept and produce four (4) total videos per month, one (1) video each week. Here’s how our time breaks out:

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THANK YOU