The Client
Urban Grind Coffee House
Urban Grind is a local independent café known for its high-quality coffee, simple food done well, and welcoming community atmosphere.
The goal of this project was to strengthen the café’s online presence and grow a loyal, engaged local audience through strategic social media marketing.
Rather than focusing purely on follower growth, the strategy prioritised building a community of regular customers who connect with the brand, staff and experience of the café.
Urban Grind already had a strong brand and great in-store experience, but their social media presence wasn’t fully reflecting this.
Key challenges included:
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Inconsistent posting schedule
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Content pillars not clearly defined
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Limited variety in content formats
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Branding and tone of voice not fully developed across posts
Despite strong visuals, the account lacked a clear strategy to grow reach and engagement. The opportunity was to turn social media into a true extension of the café’s community and atmosphere.
The Challenge
The focus was on creating a clear, consistent and engaging content strategy to build authentic connection and visibility within the local community.
The Strategy
Actions included:
Content Strategy: Clear content pillars were defined to guide all content creation focusing on food and drink, café atmosphere, staff and customers, seasonal specials, and community engagement.
Consistent Posting: Following a structured posting schedule of 3-4 posts across images, carousels and Reels.
Community Engagement: Encouraging interaction through comments, shares, local conversation and storytelling to turn followers into active supporters.
Brand Identity: Captions were written to encourage interaction and highlight the human side of the business whilest reflecting Urban Grind's warm and welcoming personality.
Paid Campaigns: Used selectively to expand reach within the local area and attract new followers and customers.
New followers
+963
Views
576k
29k
Interactions
+963
New followers across platforms
576k
Views
29k
Interactions
13.7%
Typical engagement rate
Key Results
August 2025 - February 2026
The strategy delivered strong growth across both platforms while maintaining high engagement and local relevance.
The Impact
Urban Grind’s social media has evolved from a basic presence into a vibrant digital extension of the café’s community.
The content now reflects the personality of the brand and the experience customers have when they visit.
Key outcomes include:
• a highly engaged local audience
• stronger brand awareness in the community
• consistent growth across both platforms
• meaningful interaction between the café and its customers
Most importantly, the social presence now reinforces what Urban Grind does best - creating a welcoming space where customers feel part of something.
Client Testimonial
We are a small family business and we needed to market our products and let people know who we are and what we offer.
I am so happy with the service we were given as our business is now growing further.
Nothing was ever an issue, if we needed anything Katie was hands on.
I would highly recommend