The Salt Line
Social Media Strategy, Copywriting, Social Media Management
The Ask
The Salt Line is a classic New England-style seafood house located in Washington, DC. They’ve been a staple in the local restaurant scene since their opening, but after a couple of years they reached a point where they were in need of a social media strategy to help maintain their relevance in the community, while elevating their overall presence online.
The Deliverable
Before revamping The Salt Line’s social media presence, we started by building a social media strategy that established the brand’s pillars, tone & voice, personas, and visual style. Using this as a foundation, I now plan and create content for their social media pages on a monthly basis.
APPROACHABILITY
INTEGRITY
COMMITMENT
We began our social strategy by distilling The Salt Line’s ethos into three brand pillars. These pillars are a reflection of everything from how they conduct their business practice, to how they source their ingredients, all the way to the environment they strive to create in their space. These brand pillars were key to developing their social narrative, with each representing the foundation of our conceptual thinking and communication strategies.
After establishing the brand’s goals and pillars, we built out their visual guidelines and brand voice—specifically for the purpose of of social media. For the visual approach, we used this refresh as an opportunity to bring a sharp, new look and feel to the brand’s online presence. We landed on a photographic style that is sophisticated, welcoming and engaging. As for their brand voice, we wanted to use language that felt truly authentic to The Salt Line. Thus, we chose to pair their visual content with a voice that is at once, knowledgeable and approachable. Above everything, the establishment is welcoming and we aim for their social presence to follow suit.
THE SALT LINE IS:
WARM, WELCOMING
THE SALT LINE IS:
FRIENDLY, GENUINE
THE SALT LINE IS:
SKILLED, KNOWLEDGABLE
THE SALT LINE IS:
BOLD, CONFIDENT
The last step in our social strategy was to identify various content themes for the brand to highlight on social—all a natural extension of their brand as it already existed, as well as the pillars we developed. We use these content themes to communicate the brand’s values, offerings, and to share the culture of the establishment with our followers online. These themes help the team stay aligned in terms of content expectations and exist as a parameters for all of our social posting. To get a look at these content themes in action follow along with The Salt Line on IG!
Art Director & Photographer: An Ly