From word-of-mouth to orchestrated content marketing.
The solution
San Francisco-based Bionda is a monthly Italian pop-up dinner experience and producer of artisanal products. Tickets are reserved and paid for in advance, and products are sold online and at speciality shops throughout San Francisco.
Before working with Echopop, Bionda events and products were promoted through word-of-mouth, but it was time to expand to larger venues and more retailers by increasing the brand’s online presence through content marketing and storytelling.
Content Strategy
The content strategy for Bionda included orchestrated storytelling, social media, media outreach, and email marketing, to get the dining experience on the San Francisco food scene map. This included launching a blog, Instagram, Facebook, and Twitter accounts and guiding the content during the first month after launch.
Storytelling
The storytelling for Bionda began with a discussion with chef Kathryne Bennett about her inspiration and vision for her dinners. I learned about her desire to build community and nourish people through her passion for Italian cooking. Using these themes as anchors, I wrote copy for her website and strategized topics for her blog.
I wrote this text for the About Kathryne page:
After working at some of the San Francisco Bay Area’s most innovative eateries, Kathryne began to share her cooking with friends and neighbors who reside in her new hometown of Eugene, Oregon.
Her food is regional Italian with an emphasis on local, sustainable ingredients. Kathryne grew up tending a backyard garden in a small town in southern Indiana and was probably the only foodie at her elementary school. Her family left their doors unlocked so neighbors could borrow pots and pans when the family wasn’t home!
Kathryne brings this small town community experience to her pop-up dinners (known as “Bionda”), where you’ll find her stopping by each table to share stories about her menus. She encourages guests to not only savor each bite but the moments shared with new and old friends at the dinner table.
An avid cyclist who created elaborate Italian dinners and wine-pairings for her college racing team, Kathryne previously owned a private practice as a chiropractor, acupuncturist, and nutritionist before beginning her career as a professional chef in 2011.
Editing
Ensuring consistency across all of Bionda's platforms was key to the editing process. I am currently editing Bionda's menus in English and Italian and her dinner invites sent through MailChimp. I also help guide the themes for her blog posts, which she now creates on her own.