TSI Project Scope for Digital Marketing
Project Title
Digital Marketing Content Creation
Client / Brand
Terry's *for all business channels: gourmet store, wine cellar, Spanish restaurant, B2B partnerships
Project Duration
3-month initial engagement (reviewed monthly); extension based on performance
Objectives
- Increase brand visibility and engagement across digital platforms- Drive brick-and-mortar foot traffic and online interactions through high-quality, strategic content- Strengthen brand identity and customer loyalty through consistent storytelling- Support promotions, key events, and location-based branches with targeted media buying
Digital Platforms Covered
- Instagram- Facebook- Google Business Profile- YouTube - TikTok- Email NewsletterNote: Content will be adapted and cross-posted where appropriate across all platforms to maximize reach and consistency.
Scope of Work:1. Content Strategy & Planning
- Develop a monthly content calendar aligned with the brand's campaigns, seasons, events, and product features- Strategic themes include: Events, Product Features, Bistro Food, Terry's Circle (Members Club), Promotions, Behind-the-Scenes / Storytelling, Services - Ensure content aligns with brand tone, visual identity, and target audience preferences
- Content Creation
- Monthly Deliverables: - 12 Unique Short Videos* optimized for Reels, YouTube Shorts, & TikTok (1560 seconds depending on platform) - 10 High-Quality Photos* (featuring dishes, interiors, people, etc.) - 13 Posts per day, using the above content and from our Archive - 23 Stories Daily, adapted from main content - Curate visual assets (videos/photos), edit, caption, and format for respective platforms- Maintain visual and narrative consistency across platforms*Photos & videos used in these deliverables must be produced; they will not be supplied.
- Daily Posting
- Publish content daily across all platforms- Schedule and monitor posts to optimize reach and engagement
- Profile & Highlights Management
- Regularly update and organize Instagram Highlights into relevant themes (e.g., Menu, Events, Reviews, BTS)
- Email Newsletter Creation
- Create bi-weekly newsletters that align with social content and campaigns- Design, write, and send newsletters using preferred platform- Encourage click-throughs to social profiles, promotions, or website
- Media Buying & Paid Promotions
- Plan and execute paid ad campaigns on: - Instagram - Facebook- Boost selected content pieces to increase reach and engagement- Monitor ad performance and optimize for results (engagement, reach, traffic)
Deliverables Summary (Monthly)
Short-form Videos (Reels/TikTok)
12 monthly
Photos
10 monthly
Stories
23 per day
Email Newsletters
8 monthly
Daily Posts
12 per day
Media Buying Campaigns
As needed, based on budget
Metrics Report
2 (mid & end of the month)
Client Responsibilities
- Provide access to social media accounts, branding materials, product lists, event schedules, and subjects & locations for photo / video - Approve monthly content plans and ad budgets- Supply any necessary proprietary content (e.g., menus, offers, logos, assets from partners & suppliers)
Performance Metrics / KPIs
- Engagement rate (likes, shares, comments)- Follower growth- Reach & impressions- Website clicks- Store foot traffic- Newsletter open & click-through rates- ROI on paid media campaigns
