A sample campaign for The River & Bean Coffee Co., a business we made up. Every detail comes from its sample website.

Marketing · Sample Campaign

Ninety Days of Posts, Shown in Full.

What a 90-day campaign from us looks like for a neighborhood coffee shop: 36 posts for Facebook, Instagram and LinkedIn, three a week for twelve weeks from November to January, and the Google Ads behind them. See it on the calendar, then open any post to read it the way each network shows it. It follows the cafe’s Sample SEO Audit.

Ask About a 90-Day Campaign

Three Beats, Every Week.

The same rhythm all quarter, so followers know what to expect and every post has a job.

  1. Monday · Tip

    Something Useful

    A brewing tip, a bean explained: worth saving, with nothing to buy.

  2. Wednesday · Show

    The Place and the Work

    The bar at 6 AM, croissants at 7:30, the evening menu.

  3. Friday · Invite

    One Clear Next Step

    This weekend’s hours, the patio, gift cards, order ahead.

Twelve Weeks, on the Calendar.

Three months of four weeks, every post on the day it goes out: the first month meets the cafe, the second brings the holidays, the third sets new rituals. Holidays get a short greeting in place of the usual beat.

Week 1 is open. Choose any other week to open it, and a post in the open week to read it in full.

Month 1 · Meet the Cafe

Weeks 1 to 4, November 2 to November 29. The bar, the beans, the patio and the morning.

  1. Week 1
  2. Week 2
  3. Week 3
  4. Week 4

Month 2 · Holidays at the Cafe

Weeks 5 to 8, November 30 to December 27. Cold brew and gift cards, beans to give, the evening menu.

  1. Week 5
  2. Week 6
  3. Week 7
  4. Week 8

Month 3 · New Year Rituals

Weeks 9 to 12, December 28 to January 24. Brewing at home, quiet tables, the weekend.

  1. Week 9
  2. Week 10
  3. Week 11
  4. Week 12

One Post, Worded for Each Network.

Instagram gets the picture and hashtags, with the link in the bio. Facebook gets the link. LinkedIn gets a version for people at work.

Tip card: Pour-Over at Home

Monday, November 16 · Tip

Pour-Over at Home: 1 to 16

Pour-over at home, the way we brew it at the bar: 1 gram of coffee to 16 of water. Grind medium-fine, like table salt. Water at 200 °F. 3 to 3½ minutes. Too bitter? Grind a little coarser. Too sour? A little finer.

Monday Tips, in the Cafe’s Own Style.

Tip cards people save and share, drawn in the same style as the cafe’s website and its Marketing Kit. Open one to read its post.

The Google Ads Behind It.

A small local search campaign, always on, and checked on the posting days: Monday the search terms, Wednesday the ads, Friday the spend and every lead.

Campaign
Google Search, 5 ad groups
Where
3 miles around the cafe; people in or regularly in the area
When
Monday to Friday 6 AM to 8 PM, Saturday and Sunday 7 AM to 8 PM (the cafe's hours)
Counts
Calls from ads, 30 seconds or more, Directions clicks, Order-ahead clicks

Sponsored · riverandbean.example

Huntington Beach Coffee Shop | Open Early, Every Day

Espresso, pour-over and cold brew, made to order. Patio seating, and dogs welcome outside.

  • Coffee Shop Near Me

    All 90 days · 4 keywords

    • Huntington Beach Coffee Shop
    • Open Early, Every Day
    • Espresso Pulled to Order
    • Patio Seating, Dogs Welcome
    • Free Wi-Fi, Tables All Morning
    • Croissants Out by 7:30
    • Order Ahead, Skip the Line
    • Good Coffee. Better Days.

    Espresso, pour-over and cold brew, made to order. Patio seating, and dogs welcome outside.

    Open 6 AM weekdays and 7 AM weekends. Fresh croissants, free Wi-Fi and order-ahead.

  • Espresso and Lattes

    All 90 days · 4 keywords

    • Lattes Made to Order
    • Espresso, Dialed In Daily
    • Oat and Almond Milk
    • Flat Whites and Cortados
    • Open Early, Every Day
    • Huntington Beach Coffee Shop

    Every shot pulled to order on a two-group machine and dialed in each morning.

    Lattes, cappuccinos and flat whites, with oat or almond milk for any drink.

  • Coffee Beans

    All 90 days · 4 keywords

    • Fresh Coffee Beans
    • Roasted in Small Batches
    • Five Coffees on the Shelf
    • Bags to Take Home
    • Ethiopia, Guatemala, Colombia

    House Blend, Yirgacheffe, Huehuetenango, Nariño and Riverbank Dark, by the bag.

    Roasted in small batches and used within weeks, never months. Bags to take home.

  • Evening Coffee and Dessert

    December and January · 4 keywords

    • Open Until 8 Every Night
    • Affogato After Dinner
    • Decaf Brewed to Order
    • London Fog, Evenings From 5
    • An Evening Menu From 5 PM

    After five: affogato, decaf pour-over and London Fog, with tables free until 8.

    A coffee shop for the evening: dessert, decaf and tea, open until 8 every night.

  • Gift Cards

    December only · 3 keywords

    • Coffee Gift Cards
    • Give the Gift of Coffee
    • A Gift for the Coffee Lover
    • At the Register All Week
    • Huntington Beach Coffee Shop

    River & Bean gift cards, at the register all week, for the coffee lover on your list.

    Beans and gift cards for the coffee lover on your list, in Huntington Beach.

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