THE WORK

Fast food chain Church’s Chicken was producing social media content on Facebook, Instagram, and Twitter that was heavily transactional using trending hashtags like “Sunday Supper”, “Throwback Thursday” and “Pay Day” to promote menu items and deals to a broad target audience. As the lead digital strategist on the account, I began to delve deeper into the currency of Church’s Chicken as a cultural institution as well as the needs and values of the audience or ‘target personas’ we needed to speak to. In doing so, I researched and sought to develop deeper authentic narratives around these themes and others like Employee Spotlight with briefs that included historical and cultural context, brand archetype analogues, and clear objectives for our CTAs (call to action).  I also developed a trending task force, meeting weekly to make sure we were on top of bigger trends, and trends as fleeting as movie releases, memes, and anything under the sun that would be authentic to our brand personality and relevant to the customer. The task force and more resonant posts led to their most engaged posts so far.

As part of a non-traditional close knit small team without an officially assigned copywriter, I began concepting and writing copy, teaming up with the AD Creative Director at the beginning of each calendar planning session and working with him to oversee the voice and tone of the posts our social media manager wrote with the objective of maintaining a distinct tone and voice worthy of their community and legacy. Additionally, I created a communication plan to support a documentary series they had produced called “Church’s Loves Community” – a visually arresting look inside a few of the communities Church’s serves.