Social Media Onboarding Summarizer

Client brief: Bloom & Bean

Prepared by [Your name] · [Today's date] · Based on the onboarding questionnaire returned by Camille Roussel

Snapshot

Business: family bakery and café in Lyon (5th/6th), selling bread, pastries and coffee, plus Saturday baking workshops

• Goal (next 3 months): fill the Saturday workshops, which are currently half empty while the café is full

Success measured by: workshop bookings per month, from 6-8 today to 15, plus customers mentioning Instagram in the shop

Audience

• Locals in the 5th and 6th, 25-45, who care about proper bread and where ingredients come from
• Young parents at weekends
• Workshop audience specifically: women 30-50 looking for a good Saturday activity
• Doubts before booking: is it for beginners (yes), do you take the bread home (yes), is it gluten free (no, and cross-contamination cannot be ruled out)

Brand voice

• Tone: friendly, warm, small family place. Not corporate.
• Use: plain language about bread, ingredients and the people who make it
• Avoid: "artisanal", "cheap"
• Emoji: sometimes, not in every sentence

Platforms

The package covers 2 platforms and 12 posts a month, so TikTok is out of scope for now. The croissant lamination video that reached 40k views suggests it would suit the content, so it is worth revisiting at the next review.

Suggested content pillars

Working rhythm

• Calendar sent: by the 25th of the previous month (first one due 25 October)
• Approval window: [to agree, suggested 3 business days] — Camille is in the bakery until 3pm, so an evening review slot may work better
• Comments and messages: [Your name] answers general questions; anything about a specific order or a complaint goes straight to Camille
• Escalate to Camille for: order problems, complaints, allergy questions

First 30 days

1. Week 1: get Instagram and Facebook access through platform roles; collect the logo; agree the approval slot

Week 2: shoot a batch of workshop and bakery photos and 2-3 short videos on one morning (removes the "no photo library" problem for a month); send the first calendar
3. Week 3: publishing starts, workshop pillar first, with booking link in bio
4. Week 4: check-in on workshop bookings and which posts drove them; plan the Christmas-orders announcement

Missing before we start

• Instagram and Facebook access (Camille to add roles; a short how-to screenshot would help)
• Logo files and any brand colours, or a decision to set them from the photos
• The workshop booking link and price, and how bookings are taken today
• Photos: no library exists. Agree a photo morning, or a weekly phone-photo routine with a shot list.
• Competitor handles (Camille could not remember the two nearby bakeries)
• The Bordeaux bakery account she likes, for reference

Watch out

"Best coffee in Lyon": this is a superlative claim we cannot back up, and it invites arguments in the comments. Suggested instead: say what makes the coffee different (roaster, origin, how it is brewed).

Gluten free: Camille says the workshop is not gluten free and cross-contamination cannot be ruled out. Every workshop post should say this plainly, since allergen information must be accurate.

Approvals: "whenever, I trust you" plus "I'll try, it's busy" will break the first time a post needs a real decision. Agree a fixed slot and a default rule (for example: no reply within 3 business days means the post goes out as drafted, except for prices, offers and allergen claims).

Goal versus calls to action: bookings are the goal, but there is no booking link in the current bio. That is the first fix.

TikTok expectations: the nephew's suggestion is reasonable, but it is not in the package. Say so now rather than after month one.