Content & campaigns
Seasonal & promotion content
The game weeks are planned, the menu is set, the winemaker is coming – and no one online hears about it. Or only once the notice is on the door. Hospitality venues always have something to tell; it's never the material that's missing, but the system and the time.
Campaign sprint
01Intro
The seasonal sprint turns one promotion into connected communication: a website section with the offer and the reservation button, a small post series from real material (the team on a trial cook beats any stock photo), a newsletter to the regulars – who get to reserve first – and the FAQ answers that otherwise land on the phone. One core message, one next step, the same everywhere. This works for game weeks just as well as for free December dates, the summer-party special or the new lunch menu. AI speeds up production here; what goes out is your call.
Straight up: no marketing autopilot and no content flood – selection, tone and sign-off stay with you, publishing is done by people. And a sprint only sells what's there: a promotion with no real occasion won't become one even with good content.
02Demo
Pick a promotion – and watch how it fans out into channels: website, posts, newsletter to the regulars. Watch for the common thread: one core message, one next step, everywhere.
03How it works
- 01
Clarify the promotion and goal
What's being promoted, to whom, and what should happen – reservations, event inquiries, room bookings? Occasion and goal give you the core message that carries every channel.
- 02
Gather material instead of inventing it
The menu, the team, the supplier, the room: the venue's real material is reviewed and planned in – one photo afternoon in the kitchen often supplies the whole series.
- 03
Build the website section
The promotion gets its place on the website: offer, dates, price range and the reservation or inquiry button with a preselected window. One goal, not a maze.
- 04
Prepare posts, newsletter and FAQ
The post series with dramaturgy (from announcement to "3 days left"), the regulars' newsletter with early access, the answers to the predictable questions – all of a piece, ready for sign-off.
- 05
Publish and review
You publish to plan – and afterwards we look together: what booked reservations, what merely pleased? The next promotion starts with this knowledge.
04Stages
Here the tiers are package sizes – from a single notice replacement to a seasonal rhythm.
Mini sprint
A website section + 3–5 posts + CTA for ONE promotion – the fast way to make a seasonal menu or free dates visible.
Full sprint
Plus regulars' newsletter, FAQ, imagery plan and editorial plan for the promotion window – the promotion runs as a campaign, not by chance.
Seasonal series
Recurring sprints on a yearly rhythm (asparagus, beer garden, game, Christmas parties) with a growing template library – every round gets faster.
05Technical implementation
- Workspace: your website/CMS for the promotion section, a simple content board for posts and newsletter, file storage for photos.
- AI produces variants for headlines, post copy, newsletter and FAQ based on the promotion – curated and signed off by you.
- Imagery: the venue's own real material first; where needed, image AI helps with the cut – not with inventing dishes.
- Publishing stays manual via CMS, newsletter tool and your channels – no autoposting as the default.
- Tracking simple and honest: campaign links, reservation source, newsletter clicks – enough to learn, without a data octopus.
- The promotion section is built as a reusable template – the next season refills it rather than rebuilding it.
for context · This shows how something like this usually gets built – not how it has to be built for you. What actually fits is worked out in the project: around your existing setup, your team, and what stays easy to maintain.