Overview
Since 2022, I have worked with Madison Eats Food Tours (MEFT) as both a tour guide and marketing coordinator, helping the organization deepen community ties, expand its audience reach, and strategically grow revenue from both public and private tours. My role has blended immersive guest experiences with content development, campaign strategy, and data-informed program design—all grounded in a commitment to local storytelling and accessible tourism.
Challenge
MEFT had a strong presence among tourists and older audiences but struggled to attract younger locals and university affiliates—despite Madison’s walkability and thriving food scene. The brand needed stronger digital visibility, a broader content pipeline, and refined tour offerings based on audience preferences. At the same time, leadership was seeking to grow revenue sustainably through improved program structure, more targeted outreach, and stronger local partnerships.
My Role & Strategy
I played a key role across four strategic areas:
🗺️ Tour Development & Program Design
To ensure tours met evolving audience needs, I helped spearhead a data-informed refresh of MEFT’s tour offerings. I gathered and analyzed guest survey data—using descriptive statistics and crosstabs with the support of a graduate-level consulting team—to assess key preferences by demographic. We found that younger guests preferred shorter, more affordable tours with snack-based stops. Based on these insights, I worked with leadership to design new offerings:
- 1–2 hour tours priced at $30–50
- Fewer, closer stops emphasizing snack-sized tastings and walkability
- Neighborhood-based routes like State Street, Atwood, and Williamson to limit transit gaps
- A structure that ends with a more filling stop to leave guests satisfied without lengthening the tour
📣 Marketing Strategy & Campaign Execution
Behind the scenes, I contributed to brand strategy and campaign planning to increase awareness and bookings. I helped:
- Develop email marketing campaigns tied to seasonal events and special tour offerings
- Segment email lists for more targeted outreach to local vs. tourist audiences
- Write promotional copy for website banners, partner blurbs, and university-facing promotions
- Offer strategic input on pricing, public vs. private tour promotion, and guide presentation
- Increase street-level brand visibility through improved signage and branded materials
📝 Content Creation & Community Engagement
I wrote blog posts that spotlighted Madison’s restaurants, local chefs, and food stories—tying content into key moments in the city’s calendar and MEFT’s seasonal tour themes. These blog posts helped support SEO, strengthen partnerships, and keep audiences engaged between bookings. I also produced and scheduled email newsletters that drove ticket sales and supported donor/partner engagement.
👣 On-Tour Storytelling & Brand Ambassadorship
As a guide, I led walking tours that introduced guests to Madison’s diverse culinary scene, historic landmarks, and community-based vendors. I adapted my scripts to different audiences and infused stops with cultural and historical context. On tour, I also served as a brand ambassador—answering public questions, handing out promotional materials, and encouraging organic social sharing.
Results & Impact
- Stronger Brand Awareness: Increased MEFT’s visibility among younger and local audiences
- Improved Tour Engagement: New formats (shorter, snack-based) were praised in guest feedback and showed increased conversion
- Content-Driven Growth: Blog and email campaigns drove bookings and improved audience retention
- Private Tour Expansion: Strategic calendar and copy updates helped grow corporate and event-based tour inquiries
- Enhanced Community Partnerships: Continued collaboration with local restaurants and vendors strengthened MEFT’s role as a food culture connector
Takeaways
This experience demonstrates the power of aligning data, storytelling, and strategy in a mission-driven business. Whether walking State Street with guests or crafting a high-performing newsletter, my work has centered on elevating MEFT’s voice, supporting local vendors, and growing inclusive food tourism in Madison. By combining insights with creativity, we’ve helped Madison Eats remain both a beloved local experience and a growing business.