Case Study

Client Overview

Terra Negra PC, located in the heart of Punta Cana, Dominican Republic, offers a unique dining experience combining Mexican and Latin fusion cuisine. Known for its vibrant atmosphere with live entertainment every night and a kitchen open late, Terra Negra attracts a wide range of tourists and expat groups. The restaurant prides itself on being the only restaurant in that location with live music that stays open until 2:00 AM Sunday through Thursday, and 3:00 AM on Fridays and Saturdays.

Challenges

When Terra Negra PC approached Markup Designs in June 2024, their primary challenge was creating awareness within Punta Cana’s highly competitive restaurant market. With established competitors, Terra Negra needed to carve out a unique identity and reach a wider audience. Their social media presence was minimal, with Facebook and Instagram accounts that had only basic information.

Key Objectives

  • Increasing brand awareness for Terra Negra as the premier spot for late-night dining and live entertainment.
  • Building an active social media following of expats and tourists in Punta Cana.
  • Highlighting the restaurant’s unique offering: live music every night and a kitchen open late.
A Case Study on Enhancing Terra Negra PC Digital Presence
A Case Study on Enhancing Terra Negra PC Digital Presence

Solution

1. Social Media Optimization (SMO)

Markup Designs developed a robust SMO plan targeting Instagram and Facebook, posting multiple times a week. These posts focused on:

  • Showcasing Terra Negra's vibrant atmosphere, live performances, and mouth-watering dishes.
  • Creating visually engaging content, including photos and videos, to capture the attention of expats and tourists.
  • Highlighting the unique selling points of Terra Negra: late-night entertainment and kitchen hours.

2. Content Themes

We built a strong content plan to position Terra Negra as a nightlife hotspot, featuring:

  • Event Announcements: Daily updates on live performances and specials to draw in crowds.
  • Food Spotlights: Visuals of signature Mexican and Latin fusion dishes, emphasizing plant-powered options.
  • Behind-the-Scenes Content: Showcasing the chefs and live performers, giving followers a peek into the energy behind Terra Negra.

3. Hashtag Strategy

We implemented a local hashtag strategy to increase reach, using hashtags such as #PuntaCana, #ExpatsPuntaCana, #LiveMusicPuntaCana, and #LateNightDining to target Terra Negra’s ideal audience.

4. Community Engagement

Engaging directly with expat groups and travel pages in the area was another focus. Markup Designs responded to every comment, ran polls, and encouraged customers to share their experiences with the restaurant.

Results

Within 8-9 weeks of implementing the SMO strategy, Terra Negra PC saw impressive growth across their social media platforms:

Create an Image which says the following:

  1. Follower Growth- 10x
  2. Engagement Growth Rate-  Increased by 8x
  3. Brand Reach- 40x

Where x is followers at the initial stage.

Conclusion

Markup Designs' Social Media Optimization strategy successfully positioned Terra Negra PC as a must-visit venue for both expats and tourists in Punta Cana. Through consistent, engaging social media content, Terra Negra has not only increased its visibility but also attracted a loyal following that enjoys its unique fusion cuisine and vibrant nightlife.

Don’t believe it? No problem, contact us at https://www.markupdesigns.com/contact-us/ and let us show you what we are talking about and how we will boost your business as per your goals.

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