StorySomething is coming
Marketing Proposal · Six-Week Launch
A six-week campaign to bring Eleven on Monaro to the table.
The opportunity
Great food, a warm room, and an online story still waiting to be told.
Eleven on Monaro has the hard part already sorted. The wood fire is lit, the pasta is made by hand, and the room is the kind of place people want to settle into. What it does not have yet is a presence online, and for a new venue that is the single widest gap between a good meal and a booked-out Friday.
That gap is the good news. It means nothing has to be undone. We are not fixing a tired feed, we are writing the first chapter, and we get to set the tone from the very first post.
This proposal lays out a focused six-week campaign: one clear idea, a consistent voice, and a week-by-week plan that turns the food you already serve into a reason to come in.
What we build on
The most cinematic asset any restaurant can have. Flame, char, and the pull of a pizza from the oven. This is the centre of the campaign on camera.
House-made gnocchi and fresh pasta are the proof behind the word authentic. People believe what they can see being made.
Most pastas and every pizza can be made gluten free. In Canberra and Queanbeyan that community is small, loyal, and starved of real options. It travels by word of mouth faster than anything.
Banquet menus and the Feed Me menu make Eleven an easy yes for birthdays, work nights, and family occasions. Built-in reasons to book.
Queanbeyan is home, Canberra is next door. The campaign speaks to both and treats the location as a feature, not a footnote.
Your own words. The whole campaign just makes sure more people hear them.
What six weeks should achieve
Build the Instagram from a standing start into a genuine local following.
Establish a recognisable voice and a consistent, warm visual identity.
Drive measurable first bookings and online orders during the campaign.
Make Eleven the answer when someone asks where to go for Italian.
The idea
Pull up a chair.
Every post, every reel, and every story ladders up to one feeling: this is the warm, unpretentious table you have been looking for, and it is right here in Queanbeyan. Not a grand opening that shouts. An invitation that welcomes.
a tavola: what an Italian family calls out when the food is ready and everyone needs to come and sit down. It is not a slogan. It is an instruction.
How we speak
The oven, the dough, the gnocchi rolled by hand, the pass under the heat.
One beautiful plate at a time, shot close and shot warm.
Who is behind it and why. What makes a new place become your place.
Candlelight, full tables, the easy noise of people gathering.
Hours, gluten free, book a table, order online. The quiet conversion layer.
The six weeks
A good Italian meal arrives in courses, each one setting up the next. The launch works the same way. Six weeks, three movements, building from hello to a full table.
First we say hello. We introduce the room, the fire, and the faces, and we give people a reason to follow before we ever ask them to book.
Wood fire. House-made everything. The kind of Italian you remember, made simple and made properly. We have been quietly getting ready. Now we would love to feed you.
Now the food does the talking. We hero the signature dishes one at a time and make the gluten free story impossible to miss, turning attention into appetite and first orders.
A note for our coeliac friends. Most of our pasta and all of our pizza can be made gluten free, in a kitchen that takes it seriously. You should not have to choose between safe and delicious. Here you do not.
The final course turns warmth into bookings. We sell the occasion, lean on group menus, and recut the campaign's best moments into one last invitation to come and sit down.
Birthdays, work nights, the whole loud and happy family. Let us set the table, you just bring the people. A tavola.
The schedule
A sustainable rhythm, not a content factory. Three feed pieces a week (a reel, a post, a carousel), with stories layered through the days. Pre-launch teasers open the month, then the campaign builds week by week.
Weeks 5 and 6 (A Tavola, the gather and the bookings push) carry into early August, closing out the six-week campaign.
How we capture it
The plan is built to be light on the kitchen, not another job for the team. Almost everything is captured during normal prep and service across two short shoots. Everything else is quick phone stories that never need to be perfect.
Working together
The idea, the voice, the visual direction, and this week-by-week plan, set before a single thing is filmed.
The two shoots, the reels edited, the captions written, and the photography styled and shot on site.
A complete six-week schedule of posts, reels, and stories, handed over ready to publish, with room to adjust as we learn what lands.
Next step
If this feels like the right direction, the next conversation is a quick one: scope and timing, then we lock a launch date and book the first shoot. I would love to help Eleven open loudly.
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