Repasy 1

Memo
To: The Lounge
Cc: Professor Laura Wilson
From: Jason Repasy
Subject: Social Media Campaign Proposal
Date: 12/8/21

Introduction
I will be proposing a social media campaign for the sports bar, The Lounge. The purpose of this
campaign is to boost interaction on The Lounge’s posts on social media as well as boost their
social media presence. The Lounge is a family owned sports bar that boasts a friendly and
welcoming atmosphere. This inviting atmosphere makes The Lounge a favorite spot among
regulars and a memorable visit for newcomers. Previously, I had completed an audit of The
Lounge’s social media. From my research, it was clear that The Lounge tries to post regularly.
However, during the audit I came across some areas that could use a revamp. The engagement of
customers on their posts was something that I noted to be an area of improvement. I would also
like to propose the creation of another profile on a different social media platform. Currently,
The Lounge only has a Facebook Page, so this new page would create a larger audience for the
business to reach.

Campaign Goal
The goal of this campaign is to raise the level of user interaction with the posts that The Lounge
makes. To accomplish this goal, I will implement posts that encourage those that see it to
comment. The secondary goal is to increase the presence of The Lounge on social media.
Currently The Lounge only has an account on Facebook. I would like to create an Instagram
account for the business. I chose Instagram because I believe that it has a similar demographic to
the patrons that come to the bar. Instagram is also a great place to post pictures of food and drink
as well as videos of events that take place at the bar. The next sections will focus more
specifically on how these strategies will look through the use of mock Facebook and Instagram
posts that I have created. I will also be referring to resources that I used while creating these
mock posts. Finally, I will propose a one-week posting calendar for The Lounge’s social media.

Mock Content
In this section I will be providing some mock content of posts that I believe will generate more
interaction. I will also provide a mockup of a potential Instagram profile bio as well as a mockup
of Instagram and Facebook posts. The mock content will provide examples of how the campaign
goals will be achieved.
 Repasy 2

Facebook Mock Posts

Provided in this section are mock Facebook posts generated using
Zeoob. The wording and the image of the post are meant to drive up
engagement with the posts.1

Facebook Mock Post 1

The first mock post (figure 1) is about the Karaoke Night that The
Lounge hosts.2 This specific mock post will be for Friday night. The
caption for the post was written to promote engagement and get
viewers interested in karaoke night. I made sure to include this in my
caption. I included an open ended question at the end of the post to
achieve this. By asking your followers what their go to karaoke song
is, you are encouraging them to engage with the post. Based on my
social media audit research The Lounge has $4 Fireball shots on
Fridays as well. I made the caption concise as many people avoid
reading lengthy captions. The use of emojis breaks up the text so that
it is not just a solid block of text. I included the phrase “why wouldn’t
ya” at the end of my caption which is the slogan/catchphrase of the
bar. Finally, I chose a funny image to pair alongside with the intent
that it would interest viewers to read the post. Figure 1: Mock Facebook
post for Friday Night2

Facebook Mock Post 2

The second mock post (figure 2) I created was for NFL game day on
Sunday.3 A sports bar is the perfect place to hang out and enjoy
watching your favorite team play. The Bengals are the local NFL
team for the area so many people will want to see them play. I started
off the post with the team phrase ‘Who Dey!”. This is to get fans of
the Bengals to look at the post. Again, I included emojis in the post
to break up the caption text. I included a question, asking the viewers
which player they think will have a big game. The question pushes
towards the goal of increasing interaction with the post. Once again,
I conclude the post with the bar’s slogan.

Instagram Mock Profile Bio

 Repasy 3

The goal of creating an Instagram profile is to increase the

social media presence of The Lounge as stated previously in the
campaign goals. The bio is written to be concise so that those
seeing it will be able to tell what the profile is about. Online
articles suggest that a bio should be straightforward as many
people will make an impression within the first few seconds of
reading it.4 I kept this idea in mind when writing the bio. The Figure 2: Mock Facebook Post for NFL
game day Sunday3
bio in the mock Instagram profile as seen in figure 3 is concise.5
It lets viewers know that the bar is a friendly place for drinks,
sports, entertainment. Customers are also informed that the bar
has weekly specials. The highlights at the bottom give people
who view the profile quick access to videos and images of the Figure 3: Mock Instagram profile for
weekly events of the bar. I included the slogan of the bar that is the Lounge
5

a staple in The Lounge’s posts to give the profile some personality.

Instagram Mock Post

In general, the strategy stays the same when posting on Instagram as it did with Facebook.
However, there are two key differences to keep in mind. The first is to not just copy and paste
posts across all social media platforms. To customers this can come off as lazy. This can be
avoided by changing the text of the captions on the posts. The
second important difference is that Instagram is excellent for
posting video. Including video in a majority of your Instagram
posts will also make it different from Facebook posts.

The mock post that I have created (figure 4) is for the live
music events on Thursday nights.6 In this post I wanted to
make people excited for the artist(s) that is performing. This
post is where you would include a video of the artist/band that
is playing that evening. The image in the mock post is a
placeholder for a video or image of the actual band or artist. I
made the post personal and intriguing with the opening
sentence of the post. At the end of the post I ask who’s excited
for the live music. By doing this I am encourage those that see
the post to comment. Including a video of the band or artist
performing will create more interest in the live music and make
people want to come out to theFigure
bar. It also gives
4: Mock the post for
Instagram
Live Music event6
customers a sneak peak of the performance. The addition of
hashtags also gives the post an increase in the amount of people it reaches.1

One-week Post Calendar

 Repasy 4

I crafted this posting calendar around the events that The Lounge has during the week as well as
what I learned when I spoke to the owner of the bar. This schedule is for the week of December
13th, 2021. This schedule can be adapted for any week by changing the team’s names, band
names, dates and times for whatever week you choose. The images in the posts can be left to
your discretion but should fit what event the post is centered around. I encourage the use of
emojis as to avoid using only text in these captions.

Table 1: Posting schedule for the week of December 13th - December 19th, 2021
Day of Week Facebook Instagram

Monday, December 13th Monday Night Football Post No Post

*If the week of this posting
calendar is changed then the
Monday Facebook post can
be changed to No Post*
It’s game day! Start your
week off right by joining us
for Monday Night Football.
Beer buckets for only $11! Is
there any other way to start
the week?

“why wouldn’t ya”

Tuesday, December 14th Double Drink Special Post Double Drink Special Post

Having a rough start to your Twosday Drink Special!

week? No worries, we’ve got
you covered. Two for one
shots tonight to turn the week
around from 8-11pm. We
can’t wait to see you!
#doubledown
“why wouldn’t ya”
Two for one shots tonight.
Make tonight special and take
advantage of this spectacular
deal. Come on down to The
Lounge from 8-11pm for the
Double Drink Special! Who’s
coming out?! #doubledown
“why wouldn’t ya”

Wednesday, December 15th Karaoke Night/Ladies Night Karaoke Night/Ladies Night

Post Post

It’s Wednesday and you know It’s Ladies Night! Come on

what that means. Ladies
Night! Ladies get to enjoy
half-priced drinks after 7pm.
DJ Glen will also be hosting
karaoke from 8-11pm. Let
loose a little this evening and
have some fun! #ladiesnight
by after 7pm for half-priced
drinks for the ladies. Enjoy
karaoke from 8-11pm with DJ
Glen. Hey ladies, what’s your
go-to karaoke song? Let us
know! We look forward to
seeing you! #ladiesnight

Thursday, December 16th
*The posts on this band can
be used for any performer by
inserting the name and times
where the parenthesis are*
Friday, December 17th
Saturday, December 18th
Sunday, December 19th
“why wouldn’t ya”
Live Music Post
Friends, Fun and Live Music!
(band/artist) will be
performing tonight at (time).
Grab a drink and enjoy the
music. Who’s ready for the
show? #livemusic
#thristythursday
“why wouldn’t ya”
End of the Work Week Post
TGIF!
Fireball Friday! Unwind after
a long week with us. $4 shots
and karaoke from 9-1am will
wash away the troubles of the
week. What’s your go-to
karaoke song?! Let us know!
#fireballfriday
“why wouldn’t ya”
General Weekend Post
The weekend is in full swing!
Join us for food, drinks,
sports and fun all day today.
As always karaoke will be
from 9-1am. Let us know how
you're spending your
Saturday!
“why wouldn’t ya”
NFL Game Day Post
Repasy 5
#karaoke
“why wouldn’t ya”
Live Music Post
A concert just for you!
Tonight (band/artist) performs
at (time). Enjoy a cold drink
while listening to an amazing
live performance. Make your
Thirsty Thursday a
memorable one at The
Lounge. Who’s excited?!
#livemusic #thirstythursday
“why wouldn’t ya”
End of the Work Week Post
Leave your troubles at the
office and join us at The
Lounge. It’s Fireball Friday!
$4 shots and karaoke to kick
off your weekend! Who’s
coming?! #fireballfriday
“why wouldn’t ya”
No Post
NFL Game Day Post
 Repasy 6

*Posts for this day can be
modified for the team that the
Bengals play*
Who Dey!
Join us today as the Bengal
take on the Denver Broncos at
4pm. Relax, grab a drink, and
enjoy the game. $11 beer
buckets while you watch. We
can’t wait to see you! Let us
know below who you think is
going to have a big game
today! #whodey #gobengals
Attention Sports Fans!
Our Bengals battle the
Broncos today at 4pm. Come
on down to The Lounge to
cheer them on with your
fellow fans. $11 beer buckets
during the game! What’s your
score prediction for today’s
game? Let us know below!
#whodey #gobengal

“why wouldn’t ya” “why wouldn’t ya”

Conclusion
Social media is an ever growing and important aspect for any business or company today. The
Lounge has no issue creating content but lacks in presence and interaction on their posts. By
implementing my plan of creating an Instagram account and following the one-week post
calendar I believe that The Lounge will see an increase in social media interaction.

References

1. Day, Charli. “9 Tips for Writing Engaging Social Media Captions.” Agorapulse, May 13,
2021. https://www.agorapulse.com/blog/social-media-captions/.
2. Jason Repasy, Zeoob, 4 Dec. 2021.
3. Jason Repasy, Zeoob, 4 Dec. 2021.
4. Thomas, Monique. “How to Make a Good First Impression with Your Instagram Bio.”
Later, January 26, 2021.
5. Jason Repasy, Mediamodifier, 6 Dec. 2021.
6. Jason Repasy, Zeoob, 4 Dec. 2021.