Case Study

Objective

JT's Deli approached Markup Designs in the month of May, 2024 with a clear mission: to build a robust and engaging social media presence on both Facebook and Instagram from scratch. They were looking to tap into the growing health-conscious market with their range of plant-powered, grab-n-go vegan salads. The primary challenge was that both their Facebook and Instagram accounts were new and devoid of content, and they needed assistance in fully setting up their brand’s online presence.

Challenges

  1. New Platforms: Both social media accounts (Facebook and Instagram) were recently created and lacked any form of visual or textual content.
  2. Visual Consistency: The client emphasized the importance of integrating brand-specific graphics to maintain a cohesive and recognizable identity.
  3. Uncertainty: The client admitted they were unsure about the nuances of social media optimization and relied heavily on Markup Designs to guide them through the setup and strategic execution.
Case Study: Social Media Optimization for JT's Deli
Case Study: Social Media Optimization for JT's Deli

Solution

1. Business Analysis

The detailed questionnaire helped us understand JT’s Deli’s target audience—active, health-conscious individuals—as well as their core product offerings: vegan salads and seasonings. The answers highlighted the growing interest in plant-powered food options in Michigan, providing the foundation for an effective social media strategy.

2. Created Content & Visual Identity

JT's Deli’s focus on health and convenience allowed Markup Designs to create content that emphasized the freshness, quality, and nutritional benefits of their vegan products. Our content strategy included:

  • Vibrant, appetizing imagery of their salads and seasonings, showcasing the vibrant colors and wholesome ingredients.
  • Educational posts about the benefits of plant-based diets, tying them to JT’s Deli products.
  • User testimonials and stories from health-conscious customers.
  • Content that matched JT’s brand-specific graphics to ensure visual consistency and brand recognition.

3. Built Social/Online Presence

We focused on organic promotion by creating five strategic posts per week across both platforms. Each post aimed to:

  • Increase engagement with health enthusiasts and vegans in Michigan.
  • Drive traffic to their website and in-store locations.
  • Generate awareness about their product availability across Michigan, from Detroit to Grand Rapids.

4. Social Media Growth

With both Facebook and Instagram pages starting fresh, we ensured they were not only optimized for discovery but also enriched with SEO-driven captions, hashtags, and interactive stories to foster user interaction.

Results

In just 6 weeks, JT’s Deli achieved:

  • Website traffic increase driven by their social media presence, with customers checking store locations and product information.
  • Improved brand recognition across Michigan, helping JT's Deli establish itself as a go-to source for grab-n-go vegan meals.
Case Study: Social Media Optimization for JT's Deli

Conclusion

Markup Designs transformed JT’s Deli’s empty social media pages into a thriving online community for plant-based food lovers. Through consistent, visually engaging content and strategic organic promotion, we helped JT’s Deli connect with its target audience, driving both brand awareness and customer engagement. With a solid social media foundation in place, JT's Deli is now primed to expand its presence beyond Michigan.

If you too want to increase your brand awareness through social media, get more leads and enhance conversion rates, then contact us at https://www.markupdesigns.com/contact-us/

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