I designed an omnichannel strategy to bridge the gap between local sales and digital discovery.

Hyper-Local Strategy for Commercial Food Service

SOCIAL MEDIA DESIGN & STRATEGY

Building an organic community through search-driven content and narrative storytelling.

The Mission: Increase Brand Awareness & Foot Traffic

I led the transformation of a traditional equipment dealer into a hyper-local brand authority in Odessa, Texas.

  • My Role: Social Media Strategist, Content Designer, and Project Manager (Digital Marketing Manager at CFI Marketing).

  • The Problem: The brand had a great reputation but zero digital engagement, and they want to increase foot traffic to their store.

  • The Solution: A 5-day-a-week content system blending Google Business SEO, long-form blogs, and high-energy Instagram Reels.

Strategy-First Execution

Before designing a single post, I analyzed the landscape to ensure our content would solve real user problems.

  • Competitive Analysis: I benchmarked CFS against national competitors to identify gaps in local engagement.

  • Customer Personas: Based on client interviews, I developed a strategy for Restaurant Owners. I discovered that 30% of millennials won't visit a venue with a poor Instagram presence; this insight drove our visual direction.

  • The Framework: I built a repeatable workflow: Intake Form to create a Creative Brief to use to write a Social Media Framework to use for Digital Production.

Foundation (Phase 1)

Setting up the engine: 30-day content calendars in SocialPilot and 1,500-word SEO-optimized blogs.

Scaling (Phase 2)

Growth tactics: Implementing Micro-Influencer campaigns and interactive Instagram polls/quizzes.

Column 3: AI Efficiency

Leveraging ChatGPT for brainstorming and SocialPilot for scheduling to maximize team output.

Data-Driven Results

  • Search Growth: Achieved a significant increase in visits to the Google Business Profile through optimized photography and local SEO.

  • Operational Consistency: Established a reliable 5-day posting cadence that aligned perfectly with internal sales campaigns.

  • Engagement: Moved the brand from "recognition" to "connection" by fostering real discussions with the Odessa restaurant community.

Branded System: Reusable social templates that ensure 100% brand consistency across all platforms.

E-Commerce Growth: Supplies On The Fly (SOTF)

SOCIAL MEDIA DESIGN & STRATEGY

Architecting a 4-phase digital roadmap to drive brand loyalty and community for a Sysco company.

I acted as the Lead Architect for SOTF’s digital ecosystem, managing the full content lifecycle.

The Mission: Beyond Brand Recognition

I created and pitched the strategy to evolve SOTF from a "seller of goods" to a "community leader" in the foodservice space.

  • The Challenge: Creating a robust social strategy for a major e-commerce business that reflects their commitment to sustainability.

  • My Impact: I designed a 4-phase roadmap that successfully integrated organic content, paid social, and thought leadership.

Data-Driven Decisions

I didn't just guess what to post; I used industry data to drive the creative direction.

  • Audience Data: My research showed that 43% of Instagram users prioritize food/drink content.

  • Competitive Gaps: I analyzed giants like Katom and Webstaurant Store to find where they were failing to engage local buyers.

  • The "Authenticity" Win: I leveraged the insight that modern diners value "Real" content over polished ads. I shifted the focus to User-Generated Content (UGC) to build immediate trust.

Credibility & Character

Establishing SOTF as an industry expert with a helpful, human voice that guides customers.

Connection

Using blogs and guides to tackle restaurant FAQs and quench customer curiosity about new equipment.

Conversion

Utilizing shoppable videos and Local SEO to turn 'followers' into 'buyers' with minimal friction.

A Scalable 4-Phase Rollout

I built a repeatable system that allowed the brand to grow its "Digital Maturity" over time, prior to Sysco being bought by Don.

  • Phase 1 (Foundation): Established a consistent 5-day posting cadence using SocialPilot.

  • Phase 2 (Scale): Launched Micro-Influencer unboxing videos and interactive Instagram Stories (Polls/Quizzes).

  • Phase 3 (Accelerate): Implemented targeted Facebook Ads and Live Q&A sessions to drive traffic.

  • Phase 4 (Optimize): Long-term community retention and high-level LinkedIn Thought Leadership articles.

Strategic Alignment & Measurable Impact

This data-driven approach ensured SOTF spoke with one voice across every digital touchpoint.

  • Omnichannel Coordination: I worked directly with the internal marketing team to align all social media content with monthly sales themes, email campaigns, and holiday promotions.

  • Targeted KPIs: Set and achieved goals for 2%–10% monthly growth in reach and engagement across LinkedIn, Facebook, and Instagram.

  • Streamlined Workflows: Managed the full project lifecycle—from intake forms and creative briefs to final scheduling—ensuring the brand stayed "always-on" without friction.

  • Community Retention: Moved the user journey from simple Awareness to Long-Term Retention by establishing SOTF as a helpful, human thought-leader in the foodservice space.

I pioneered a generative video workflow to scale short-form social content, using AI video editing tools to transform long-form brand narratives into high-impact, vertical video assets.

Scalable Content Architecture: Games For Love (GFL)

SOCIAL MEDIA DESIGN & STRATEGY

Architecting a "5x5x5" system that generates 125+ unique assets with only 10 hours of monthly maintenance.

As an Advisory Board Member, I maintain brand integrity by refining AI-generated concepts into polished, mission-aligned assets.

Directing the AI: Prompt-to-Product

I don’t just let AI do the work—I "direct" it to ensure the brand’s unique voice stays consistent across every platform.

  • Personalization: I designed specific prompts to bridge the gap between older donors on Facebook and younger gamers on Twitch.

  • Brand Consistency: I use a "Human-in-the-Loop" process, taking raw AI outputs and refining them in Canva to match GFL's professional standards.

  • The Result: High-volume content that feels personal, not robotic.

Pillar-to-Platform

I take one 'Hero Story' and transform it into a LinkedIn article for pros, a TikTok for gamers, and a Facebook post for donors.

Mission Clarity

Using the 5x5x5 system to give a voice to programs like Kids of Code and 1UP LifeBridge through 60-second explainer teasers.

Data Visualization

I translate complex impact metrics—like lives changed and STEAM reach—into clear, shareable graphics that build donor trust.

Proof of Concept: Week One Results

This framework isn't just a theory—it's already delivering measurable returns.

  • Rapid Results: Within the first week of activation, this system successfully promoted a charity streaming event and boosted engagement across various social media channels.

  • Strategic Wins: Our "Creator Stories" and "Campaign Appeals" are already driving higher-than-average engagement and reach rates.

  • Efficiency Goal: This architecture allows GFL to scale its global presence without increasing the operational budget or headcount.

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