Baker Street Station

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Baker Street PNG

Baker Street Station is a unique pub experience in Guelph, The Baker Street Station offers its patrons the finest food and drink in a thoroughly modern yet surprisingly traditional atmosphere.

Since August of 2011 I have created and managed the following for Baker Street Station:

Website

Using the WordPress Content Management System. I created a responsive and inviting website for Baker Street Station that gives each visitor an online experience that is similar to what they will experience when the visit. Users can connect with the Baker Street Station on any given social medium, have a look around the bar in the photo gallery section, book a private event, peruse their ever changing menu, get directions or dig deeper with the immersive blogs that give a behind the scenes as well as updates about things going on at the pub.

Baker Street Station Website 2

Blog Posts

The Baker Street Blog features highlights of anything happening at the pub, as well as deeper looks into how their food is made, monthly specials and behind the scenes for specific events like their You Gotta Eat Here segment. These posts feature my own photography along with photographs from the staff, that are then optimized as well as video content. Baker Street Station’s blog posts have featured co-promotion with numerous craft breweries in Ontario, as well as charitable organizations, local universities and other companies like Half Hour Meals. In all of these aspects I have worked with these organizations to create blogs that promote not only Baker Street Station, but their partners.

Social Media Strategy, Management + Content Creation

Baker Street Station was one of the first businesses in Guelph to start using social media as a means to create a community around their restaurant. Through a value first oriented campaign online, paired with customer service both online and offline that is top-notch, they quickly cemented their place as one of the top restaurants in the Wellington County area. Their brand is personable, excited and humourous in an effort to have online users identify with the restaurant and engage with it on a personal level. Content types range from daily features, to staff based recommendations and off-brand content that is eye catching and of interest to their core demographic (Men and Women from 25-34) along with co-promotion through their local partners.

By The Numbers (October 2014)

Website:

  • BakerStreetStation.ca averages 108 visitors a day, who visit an average of 2.32 pages.

Facebook (1,891 Likes):

  • An average weekly page reach ranging from 6,000 – 12,000 people.
  • An average of 2 new Facebook likes per day.

Twitter (3173 Followers):

  • An average of 5 mentions per day.
  • An average follower growth of 3 per day.

Instagram (634 Followers):

  • 295 Photos shared
  • 6,057 Likes + 240 Comments received

Campaigns

Baker Street Station has taken on a number of campaigns through its social media channels with goals ranging from helping out Guelph and Wellington based charities, to giveaways through creative fan enagement. These include

Co-promotional tastings, paired dinners, dining in the dark and special private events with Ontario breweries like Mill Street, Beau’s, Spearhead, Wellington, and Royal City.

Creative giveaways based on community participation in tagline competitions, logo re-design, instagram food pictures, along with creative photography of specific sections of the restaurant have resulted in higher engagement through social media as well as an increase in brand awareness.

Content Creation

This gallery showcases some of the custom content I’ve created for Baker Street Station followed by social media posts that show how those content types are used and the types of engagement they garner.

Spearhead and calzone
quick to the pub
Baker Street 2 Year for Twitter
victoria rum runner 1
Pint Canada Day Cheers small
Caesar Sunday wreath
Christina's Contraption - Baker Street Station Cocktail
Beef Tenderloin
Baker Street Golf FB Profile copy
Pastrami & Pickled Ox Tongue Sandwich
baker street limited menu
Pork Belly Mac & Cheese
Baker Street Beer
OCBW Logo
Baker Street Kitchen small
I'd Tap that #2
Taco Run
Mill Street Monday
Baker Cask Friday BSS

Photography + Photo Editing

Co-promotional post with You Gotta Eat Here

Off-Brand Post to Highlight the Brand Personality

Content Creation/Graphic Design

Co-promotion with Wellington Brewery linking to a Blog Post

Feature Highlight linking to a Blog Post

Content Creation/Graphic Design

Video

Promotion of a locally hosted event in Guelph

Promotion of a Real-time event

Off-Brand Content targeting at main demographic identity

Co-promotion with Spearhead Brewery + Weekly Feature

Demonstrating a source of knowledge + Steam Whistle co-promotion

Nightly Features

Photography + Weekly Feature

Co-promotion with You Gotta Eat Here

Hyper-local co-promotion