Case Study

Generations Bistro
& Marketplace

Three businesses under one roof. One content strategy to tell their story — consistently, intentionally, and with a visual identity that finally matched what was happening inside.

Social Media Strategy Content Calendar Instagram TikTok Email Marketing Loyalty Program Brand Identity Community Building
Role
Integrated Marketing Lead (Contract)
Timeline
January 2026 – Present
Location
Green Bay, Wisconsin
Channels
Instagram · TikTok · Email · Text
Skip to Summary  ↓
+176%
Instagram profile views month over month
+61%
Monthly Instagram interactions
+197%
TikTok reached audience growth
48%
Email open rate vs. 20–25% industry avg
54%
Of Instagram reach now from video
The Brief

One address.
Three distinct stories to tell.

The Challenge

Generations Bistro and Marketplace is a one-of-a-kind concept in Green Bay: a European-style artisan marketplace, a full-service bistro, and a specialty cafe all operating under one roof. Each has its own personality, its own audience, and its own reason to exist.

Before January 2026, the social presence didn't reflect that richness. Posting was inconsistent, photography was pulled from vendor and product websites, and there was no cohesive visual identity tying the three pillars of the business together.

  • No content calendar or posting cadence
  • Vendor-sourced imagery with no original photography
  • No visual brand standards across content
  • No TikTok presence despite the business having strong video potential
  • Email and text marketing underutilized
The Approach

I built a content strategy around the three distinct pillars of the business — Bistro, Market, and Cafe — each with its own voice and content priorities within one unified visual identity.

The goal was to tell the story of what Generations actually is: a place built by someone who cares deeply about food, community, and craft. That story had never been told consistently online. It needed to be.

  • Built a content calendar around Bistro, Market, and Cafe pillars
  • Established visual brand standards and photography direction
  • Launched TikTok channel from the ground up
  • Co-branded email campaigns with Weiler Academy
  • Launched text-based loyalty program
  • Promoted in-store vendor sampling events
Content Strategy

Three pillars.
One unified brand.

Each part of the business needed content that felt true to what it was, without losing the thread that connects them all. The content calendar was built to give each pillar consistent presence while telling the larger story of Generations as a destination.

01
The Bistro
Restaurant-quality plating, seasonal menus, chef's specials, and the dining experience. Content that makes people want to make a reservation.
Food Photography Menu Features Dining Experience
02
The Market
Artisan products, curated finds, vendor spotlights, and the curation philosophy behind the shelves. Content that tells the story of where the products come from.
Vendor Stories Product Features Sampling Events
03
The Cafe
Specialty coffee, housemade pastries, and the ritual of a great morning. Content that captures the atmosphere and makes the cafe feel like a destination.
Coffee Culture Pastry & Baked Goods Morning Ritual
Instagram @generationsmarkets

From scattered
to strategic.

The account had the raw ingredients — great food, unique products, a compelling space. What it needed was a consistent visual language and publishing rhythm to tie it together.

Before · 2025
Generations Instagram before
No visual cohesion Mixed vendor imagery, holiday clip art, clashing typography — no thread connecting the content
After · 2026
Generations Instagram after
Unified editorial identity Moody food photography, branded content series, consistent typography — Bistro, Market, and Cafe each with their own voice
Profile Views / Month
+176%
5,726/mo in 2025 to 15,798/mo in 2026
Monthly Interactions
+61%
167/mo to 269/mo — likes, comments, saves, and shares
Video Reach Share
54%
Up from 25% in 2025 — the content shift to video is working
View @generationsmarkets on Instagram
TikTok @generationsbistromarket

A new channel,
built from the ground up.

TikTok was an untapped channel for Generations — a business with food, atmosphere, and personality perfectly suited for short-form video. I launched the channel in January 2026 and built a content strategy around the kinds of videos that make people want to walk through the door.

The most viewed video to date: a Gluten-free Basque Banana Bread Cheesecake that earned 1,100 views organically — proof that the content is connecting with an audience beyond existing followers.

6,225
Video views in 12 weeks
+106% growth
4,385
Reached audience
+197% growth
271
Engaged audience
+166% growth
+900%
Comment growth — the channel is sparking conversation
20 comments vs. near zero
Email & Text Marketing

An audience already
paying attention.

Email is early-stage for Generations, but the results from two co-branded campaigns with Weiler Academy reveal a highly engaged subscriber base. With a dedicated Generations email strategy, this channel has significant room to grow.

Campaign 1
Weiler + Generations Winter Newsletter
48%
Open rate
5,317
Delivered
Campaign 2
Step Into Spring at Weiler + Celebrate Mom at Generations
39%
Open rate
5,294
Delivered
20–25%
Industry average email open rate. Both campaigns exceeded this benchmark by a significant margin — confirming an engaged, responsive subscriber base with room to grow through dedicated Generations campaigns.
Summary

Telling the story
of a one-of-a-kind place.

Case Study Summary

Generations Bistro and Marketplace is genuinely unlike anything else in Green Bay — a European artisan market, a full-service bistro, and a specialty cafe, all built by someone who cares deeply about food, craft, and community. The business had everything it needed to build a loyal audience online. What it needed was a strategy to tell that story consistently.

Starting in January 2026, I built a content calendar around the three pillars of the business, established visual brand standards, and launched TikTok from the ground up. Instagram profile views grew +176% month over month, monthly interactions increased +61%, and video now drives 54% of organic reach — up from 25% — reflecting the strategic shift toward short-form content. On TikTok, a channel that didn't exist six months ago, the reached audience has grown +197% in 12 weeks.

Email is early but promising. Two co-branded campaigns to 5,000+ subscribers achieved open rates of 48% and 39% — nearly double the industry average — confirming a highly engaged audience ready for more dedicated communication. The business saw strong growth during this period, and while revenue reflects many factors, the connection between content and foot traffic is real. People come in asking for the cheesecake they saw on TikTok. That's the work.

Ready to grow
your brand?

If you're looking for a strategic partner who builds the strategy, executes the content, and proves it with data, let's talk.

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