Writing for Our Audience:
All of our communications should strive to make our guests happy to be part of the Brixx family and that they’ve made a great decision to dine with us over and over.
From what we learned from our market research this year, our audience is about 65% female with an average age of 35 and come from a household size of 2.9 people. 54% of those 2.9 people are under the age of 18. About 61% of our audience has a bachelor's degree or above and 49% makes $75k or more.
According to our social media self-audit, 25-54-year-olds make up 85% of our social audience. The gender split is 58% female and 42% male.
Three Simple Rules:
Keep it simple.
Put yourself in guests’ shoes.
Be clear and direct, but kind and conversational.
What to Emphasize and When:
Brixx is always friendly, hospitable, authentic, sincere and engaging. There will be certain situations in which we need to be more formal – these instances include press releases, responding to negative reviews and crisis communications. However, our voice should maintain our personality. Respond conversationally and engage with gratitude and humanity.
Spelling & Grammar:
It is important to come from a place of authority and knowledge of not only our product and brand, but of communication in general. Avoid unnecessary grammar mistakes, like apostrophes in weekday names (e.g. “Monday’s”), etc. and be sure names and email addresses are spelled correctly. If no one on your team is available to help proofread, the marketing team can and will help!