Cafe Circa, Atlanta’s premier rooftop bar & hookah lounge, is renowned for its blend of southern cuisine, crafted cocktails, diverse hookah flavors, stellar staff, prime location, and the perfect playlist—a haven for game nights, live entertainment, and memorable outings with friends. Throughout my tenure at Cafe Circa, I contributed to the marketing team’s endeavors, spanning marketing, photography, and event coverage. However, the year 2020 posed unforeseen challenges as COVID restrictions compelled a strategic rethink.

THE CHALLENGES

Impact of COVID Shutdowns: Forced closure of the bar, rendering increased attendance goals unattainable and disrupting the calendar of upcoming events.

Content Production Hurdles: Reliance on content tied to the bar’s operation/events, including photoshoots requiring more than six people.

Pre-COVID Social Media Engagement: A lack of substantial engagement on social media prior to lockdowns would prove difficult to improve from content alone

THE OBJECTIVES

Shift to Community Engagement: Pivot from in-person goals to harnessing community engagement and building partnerships.

Supporting Broader Community: Develop content supporting not just the bar but also other service and hospitality workers affected by the shutdown.

Fostering Connection: Utilize promoters, DJs, staff, etc., to share content related to the bar, ensuring patrons & staff felt missed, valued, and eager to return post-pandemic.

THE STRATEGY

At-Home Celebration Promotion: Capture the bar’s spirit while encouraging the community to create their own party atmosphere at home.

Repurposing Existing Content: Utilize behind-the-scenes content, former live streams, and party videos for regular social media posts.

Real-Time Communication: Provide timely statements and updates to the community regarding takeout options, operating hours, eventual reopening plans, and more as restrictions evolve.

THE CONTENT

THE RESULTS

Engagement Surge: Witnessed a remarkable 19% increase in social media engagement.

Story Views: Each story garnered 400+ views, showcasing sustained interest and interaction.

CONCLUSION

Despite the unprecedented challenges posed by the COVID shutdowns, Cafe Circa’s adaptive strategies not only weathered the storm but also flourished. The increased engagement, combined with effective content repurposing and transparent communication, underscored the resilience of Cafe Circa in maintaining its connection with the community. As the restrictions were lifted, the bar’s strategic efforts set the stage for a triumphant return, emphasizing the enduring bond with patrons and a commitment to providing a vibrant experience, pandemic notwithstanding.