Birdies & Arbor · The Bradley · Fort Wayne · April 2026
The best spot
in downtown
Fort Wayne.
Let's prove it.
A proposal by Cyclone Social

Two great venues. The social presence just hasn't kept up. Here's how we fix that.

What this covers
Better content built for the actual audience, posted consistently
Community strategy tied to what's happening in Fort Wayne
Paid media targeted at the people already looking for this
See the situation View investment
Andrew Lamping
Andrew Lamping
Founder, Cyclone Social
From Andrew

Chris, I walk by The Bradley basically every day and I've been in both venues more times than I can count. You know I've been watching this thing grow, and I genuinely think you've got one of the better setups in Fort Wayne.

But the social presence doesn't match the experience. The content feels like someone else's venue. The people you're reaching aren't the people spending money there. And there's a whole community calendar happening a few blocks away that nobody's connecting to yet.

We're right across the street. We know Fort Wayne. We know what moves people here. And honestly this is one I'm excited to work on because the product is great. It just needs the right story told to the right people.

Ready to go whenever you are.

12+
Years running social media for brands that take it seriously
#1
Largest social media agency in Indiana. Recognized nationally.
Inc. 5000
One of America's fastest-growing private companies
300+
Clients served. Meta Business Partner. Food and beverage is a core vertical.
Relevant brands we've worked with
Ruth's Chris Steak House Eddie Merlot's Subway Detroit Wing Company The Brasserie 23 The Exchange AC Hotels by Marriott and more
Where Things Stand

Good venues.
Wrong signal.

The product is not the problem. Here is what is.

Problem
0.5x/wk
Posting below the threshold

The algorithm ignores accounts posting less than 1x/week. The best Fort Wayne venue we tracked posts 3.67x/week. Both Birdies and Arbor are 7x behind just on frequency.

Problem
Wrong crowd
Content aimed at the wrong person

The feed reads 22-year-old party atmosphere. Your real customer is 35 to 60, looking for a dinner spot, a date night, somewhere to go before a show. They are not seeing themselves here.

Problem
Zero
No community connection in the feed

Embassy Theater. Tin Caps. The Pearl. Gallery nights. Farmers markets. You are surrounded by built-in audiences and none of it shows up. That is your entire content strategy missing.

The Opportunity
Real upside
The foundation is already there

A year of posting, a staff that wants to participate, great food, great atmosphere, and a community of people who want a spot exactly like this. You do not need a rebrand. You need a system.

The Strategy

What we are
building and why

Better content. Right audience. Consistent posting. Targeted ads. Here is what each of those actually means in practice for Birdies and Arbor.

Each account gets its own content calendar, its own voice, and a format strategy built around what your own data already says works. Separate briefs for Birdies and Arbor because they are different venues talking to slightly different people.

  • On-site creative: 12 hours of creative production per month covers shoots, editing, and asset prep. We decide how to deploy it, and we collaborate with you on the best use each month.
  • Right formats: Arbor images outperform video 4x. Birdie's carousels are their best format and barely get used. We lead with what the data says.
  • Named campaigns: Girl Dinner worked. The Nest is an untapped identity. We rebuild the recurring concepts that give people a reason to come back.
  • Staff in the content: Your team is part of the story. We build that in without making it feel like a job for them.
  • Captions that get found: Fort Wayne rooftop bar in a caption is a search signal. Good vibes is not. Every post gets written to be discoverable.

The content brief changes. A 44-year-old planning a dinner and a 23-year-old looking to go out are not the same person. Right now the feed speaks to the second one. The person with a $150 dinner budget needs to see themselves in this.

  • Aspirational without being exclusionary: make the right person feel like this is their place
  • Paid targeting: Meta lets us put ads in front of Fort Wayne locals at the right age range and interest level. We use that precisely.
  • Local creator outreach: find voices who already speak to that audience and get them into Birdies and Arbor

3 to 4 posts per week per account. Published at the times your own data says your audience is actually paying attention. Built around what is happening in Fort Wayne rather than random content that could belong to any restaurant anywhere.

  • Community calendar: Embassy Theater shows, Tin Caps games, Pearl District events, gallery nights, farmers markets. All of it becomes content that connects.
  • The Nest: Spring Nest, Summer Nest, Winter Nest. Almost nobody knows this exists. We make it a thing people talk about.
  • Timing fix: Arbor's best engagement is at 5pm (97.6 avg). They post most at noon (12.2 avg). This gets fixed on day one, costs nothing.
  • Ghost account resolved: @birdiesrooftop still exists with dead followers. We shut it down before anything goes live.

You own the ad spend. We build and run the campaigns. But here is what most brands get wrong about paid media in 2026: they launch ads and walk away. That is not a strategy. That is a guess that stops working the moment the creative gets stale — which is faster than most people think.

The way paid media works now: launch, watch what happens in the first 48 to 72 hours, kill what is not working, test something new. Every week. Ads that performed in February are not the same ads that should be running in May. The audience does not change, but what captures their attention does. If an agency is running the same creative they launched months ago and calling it "live ads management," that is not management. That is neglect.

  • Separate campaigns for Birdies and Arbor — different audiences, different messages, different goals
  • Weekly creative review: what is performing, what gets cut, what new creative goes in next
  • Event-driven campaigns around live music, seasonal menus, The Nest activations — timely, specific, not generic
  • Paid and organic always in sync — the ad and the feed tell the same story
  • Targeting built around your real customer: Fort Wayne locals, right age range, dining intent signals, venue proximity
  • Monthly report: spend, reach, cost per result, what changed and why
  • Recommend starting at $500 to $1,500/mo in ad spend — we optimize every dollar and scale what converts
Working Together

What this actually
looks like

From day one through quarterly planning, here is how we run the account, what you can expect from us, and how we stay in sync.

Kickoff: The first two weeks

We get into the accounts, review the data, and build the foundation before anything goes live. No scrambling, no guessing.

  • Both Instagram bios rewritten with keyword-optimized copy
  • @birdiesrooftop shut down and followers redirected
  • Content calendar built for month one across both venues
  • Brand voice guide drafted for Birdies and Arbor separately
  • Paid campaign structure built and ready for launch
  • 12-hour creative allotment planned for month one with your input
Week to week: Always running

This is the baseline. Content gets published, paid ads get monitored, and anything time-sensitive gets handled without you having to chase us down.

  • Posts go live on schedule, at the right times, on both accounts
  • Paid campaigns monitored and adjusted based on performance
  • Quick Slack or email line for anything in the moment: new specials, events, updates you want captured
  • Performance tracked internally every week so we know what to cut, iterate, or push harder
Monthly: Your main touchpoint

One focused 30-minute call with your account manager. Data gets translated into plain decisions. We bring the summary, you ask questions, we agree on direction for the next month.

  • What worked and what did not from the past 30 days
  • Next month's content calendar reviewed and approved by you
  • 12-hour creative allotment for next month planned and confirmed
  • Community calendar check for upcoming Fort Wayne events
  • Paid performance report: spend, results, what changes
Quarterly: Strategy review with leadership

The bigger picture check-in. What has the last 90 days built, what are we changing, what is the plan for the next quarter.

  • Full performance review across both venues and all channels
  • Platform benchmarks against local Fort Wayne competitors
  • Seasonal shoot planning for any bigger content days coming up
  • Audience and targeting review: are we reaching the right people
  • 90-day plan locked with campaigns, creative direction, and spend targets
On community management

Direct replies are yours to handle since you know your guests. We give you a voice guide so replies stay on-brand, and we flag anything that needs a strategic response. You stay in the conversation. We make sure it sounds right.

Investment

What this costs

Monthly Retainer
$4,000/mo
12-month commitment · billed monthly
What is included
  • Organic content management for both Birdies and Arbor
  • 12 hours of creative production per month (on-site shooting plus editing)
  • Quarterly shoot days for seasonal campaigns
  • Paid ad management on Meta (you own and control ad spend)
  • Separate content calendars, voice guides, and posting schedules per venue
  • Caption writing with Instagram SEO on every post
  • Both Instagram bios rewritten and optimized
  • Community calendar integration each month
  • The Nest seasonal campaign planning and execution
  • Local creator outreach and collaboration coordination
  • @birdiesrooftop ghost account resolved before launch
  • Monthly 30-minute performance call with your account manager
  • Monthly paid ad reporting and recommendations
  • Quarterly strategy review with leadership
Creative hours
12 hours per month, included

This covers on-site time plus editing back at our office. We plan how to use it each month, we collaborate with you on the best approach, and you approve the direction. It keeps scope clear and keeps production efficient.

Ad spend
Yours to own and control

Ad budget stays in your account. We manage how it is deployed and optimized. Start at $500 to $1,500/mo, scale based on results.

Commitment
12 months

Building a real social presence takes time and takes consistency. We are cutting our normal rate to make this work for Birdies and Arbor, and 12 months gives us the runway to actually show what that investment builds.

What Success Looks Like

What we track
and why it matters

For a restaurant and bar, social media success is not just a follower number. It is reach into the right local audience, engagement from people who actually dine, and content output that builds the brand consistently over time. Here is what we measure and report on every month.

We do not promise specific follower counts or engagement numbers because the right answer is always "it depends on what the content earns." What we do promise is that the right metrics are tracked, reported clearly, and used to make actual decisions — not just sent in a PDF nobody reads.

Reach
Local audience growth
How many unique Fort Wayne people see your content each month, and whether that number is growing.
Engagement
Content resonance
Likes, comments, saves, and shares — the signals that tell the algorithm your content is worth distributing further.
Follower Growth
Net new audience
How many new people chose to follow Birdies or Arbor this month, and what content drove it.
Impressions
Brand visibility
Total content views — a measure of how often Birdies and Arbor show up in Fort Wayne feeds.
Discovery
Non-follower reach
How much of your reach comes from people who do not already follow you — the clearest signal of organic growth.
Paid Performance
Cost per result
What each ad impression, click, or action costs — tracked weekly so we cut what does not work and scale what does.
The Team

Meet the people
behind the work

Click anyone to learn more about their role. There is a full bench behind this account.

Andrew Lamping
Andrew Lamping
Founder & CEO
Emily Hoffman
Emily Hoffman
Sr. Account Manager
Ryan Smith
Ryan Smith
Director, Marketing Ops
Bob Phillipp
Bob Phillipp
Director, Organic Marketing
Wes Teska
Wes Teska
Creative Director
Eric Hall
Eric Hall
Director, Paid Digital
Jada Shaw
Jada Shaw
Project Manager
Joey Lamping
Joey Lamping
Paid Media Strategist
Amelia Kline
Amelia Kline
Social Media Specialist
Amaya Pratt
Amaya Pratt
Social Media Specialist
Gunnar Stuckey
Gunnar Stuckey
Social Media Specialist
Devon Johnsen
Devon Johnsen
Content Creator
Blake Swygart
Blake Swygart
Content Creator
Jackson Miller
Jackson Miller
AI and Growth Specialist
Tim Foote
Tim Foote
Content and Growth Lead
And more strategists, editors, and specialists supporting behind the scenes.

The venues are ready.
The audience is there.
Let's close the gap.

"Proposals don't sit in someone else's inbox because of your price. They stall because the buyer can't see the outcome clearly enough to say yes."

You have seen the data. You know what is wrong. You know what the fix looks like. Here is exactly what happens when you say yes.

What happens when you say yes
Immediately Internal pre-discovery sprint starts. Andrew downloads everything to the team. Every department — creative, paid, organic, account management — begins prep. Full internal team meeting happens within 48 hours. Execution starts before you've had a single meeting with us.
Week 1 Client kickoff call — 30 to 45 minutes. You meet the team. We remove blockers, secure access, lock in the workflow. Deep business and audience discovery underway. @birdiesrooftop resolved. Existing content reviewed.
Week 2 Infrastructure and campaign architecture. Tracking configured. Paid campaign structure built. Audience targeting defined. Reporting dashboards live.
Week 3 Creative direction and content strategy. Brand voice locked. First content calendar built for both venues. Ad creative in development. Organic plan ready.
Week 4 Campaigns built, approved, and launched. Everything reviewed with you before it goes live. By end of day 30, Birdies and Arbor are fully active — content publishing, paid ads running, optimization underway.

andrew@cyclonesocial.com

12-month commitment. Billed monthly. We start within 5 business days of signing.

Cyclone Social Birdies and Arbor — Instagram Audit

Here is what
the data shows.

We analyzed the top accounts across Fort Wayne and benchmarked against leading hotel lobby restaurants and rooftop bars across the country. No grades. No opinions. Just what the numbers say and what to do about it.

Industry Context · 2026
Instagram organic reach is down 12% year-over-year across all accounts. Frequency and SEO are now the two biggest levers for visibility.
Meta's algorithm now surfaces 50% more Reels from creators who published that same day. Consistency compounds.
73% of users will buy from a competitor if a brand does not respond on social. Response time matters.
Avg Posts / Week
0.5x
Algorithm minimum is 1x. Best FW competitor: 3.67x.
Arbor: Best vs. Used Time
8x gap
5pm earns 97.6 avg. Noon earns 12.2. Noon gets most posts.
Dead Instagram Account
Active
@birdiesrooftop is live, silent since Oct 2025, splitting brand signal.
Proven Playbook Exists
21x avg
Girl Dinner formula drove Arbor's best posts ever. Abandoned. Ready to rebuild.
7 findings — ordered by impact — Click + to open each
A dead Birdie's account is live right now and splitting your brand signal
@birdiesrooftop — 9 posts, 31 active days in 2025, silent ever since, still discoverable today
Critical +
The data
@birdiesftwayne (active)
56 posts
41.3 avg engagement
@birdiesrooftop (dead but live)
9 posts
14.0 avg eng · zero posts since Oct 2025
Every follower @birdiesrooftop collected now receives silence. The algorithm may flag two competing accounts for the same venue and reduce distribution on both. Anyone who tags or searches the wrong handle lands on a dead page. This is costing you reach right now with no upside.
What to do
Deactivate @birdiesrooftop before any other content investment begins. This is a day-one fix. Zero cost. Immediate impact on brand signal consolidation.
Both accounts post so infrequently that the algorithm stops distributing content entirely
0.54x per week average — the algorithm minimum is 1x. The leading Fort Wayne venue posts 3.67x per week.
Critical +
The data
Birdies + Arbor combined avg
0.54x
posts per week
Top Fort Wayne venue
3.67x
posts per week — 7x ahead
Instagram's algorithm deprioritizes any account posting below 1x per week. At 0.54x, content gets distributed to a fraction of existing followers, let alone new ones. Industry data confirms organic reach is already down 12% year-over-year industrywide — accounts with low posting frequency are absorbing the worst of that decline. Meta's algorithm now surfaces 50% more Reels from creators who published that day. Consistency is not optional — it is the threshold for visibility.
What top competitors are doing
The leading Fort Wayne dining and hospitality accounts post 3 to 4 times per week minimum, maintain consistent publishing windows, and use content calendars built around the local events calendar. The gap is not marginal. Birdies and Arbor are functionally invisible to the algorithm compared to what the competitive set is doing weekly.
What to do
Target 3 to 4 posts per week per account. Build a content system that makes this automatic, not dependent on inspiration or availability.
The content is built for an audience that is not spending money here
Feed reads 22-year-old party atmosphere. Real customer is 35 to 60+ with discretionary dining budget.
Critical +
The data
Content vibe signal
22-24
Shot culture, party atmosphere, nightlife framing
Actual target customer
35-60+
Local Fort Wayne dining audience with spend
The person with a $120 dinner budget choosing a date night spot does not see themselves in this feed. The content signal — imagery, copy tone, occasion framing — is aimed at someone who wants to party, not someone choosing where to spend their Friday night with a partner or group. These are different people and they respond to entirely different content. Right now the content is not earning the right audience organically or through paid targeting.
What to do
Rewrite the content brief for both venues around the 35 to 60 Fort Wayne local. Aspirational, not exclusionary. Every piece of content — imagery, caption, occasion framing — should make that person feel like this place is theirs.
Arbor posts most often at the exact time its content performs worst
5pm earns 97.6 avg engagement. Noon earns 12.2. Noon is the most-used posting slot.
High Impact +
The data — Arbor
5pm (best window, 7 posts)
97.6
avg engagement
Noon (most-used, 9 posts)
12.2
avg engagement — 8x worse
The data — Birdie's
1pm (best window, 5 posts)
86.8
avg engagement
4pm (most-used, 13 posts)
45.5
avg engagement
This is not a content problem. The same content, posted at 5pm instead of noon, earns 8x the engagement for Arbor. Instagram's algorithm uses early engagement velocity — how fast a post gets interactions after publishing — to determine how widely to distribute it. Posting at the wrong time suppresses that velocity immediately. Both accounts are giving posts the worst possible start.
What top competitors are doing
The best-performing hospitality accounts nationally schedule around audience activity windows — typically 11am to 1pm for lunch consideration and 4pm to 6pm for evening dining intent. Those windows align with when people are making plans, not when they have already decided. The competitive set is publishing into those windows deliberately. Birdies and Arbor are publishing at noon and 4pm — both windows where their own data shows the worst returns.
What to do
Shift Arbor to 5pm. Shift Birdie's to 12 to 1pm. No new content required. This is a scheduling change only. The data is unambiguous.
Both accounts lead with their worst-performing format and underuse their best
Arbor images outperform video 4x. Birdie's carousels outperform video 3x. Video dominates both content mixes.
High Impact +
The data — Arbor
Images — 26% of posts
54.8
avg engagement — best format
Video — 41% of posts
13.1
avg engagement — worst format
The data — Birdie's
Carousels — 30% of posts
64.6
avg engagement — best format
Video — 52% of posts
22.6
avg engagement — worst format · 291 avg Reel views
Birdie's Reels average 291 views. That means they are reaching almost no one outside existing followers. Video is not a problem in theory — high-quality Reels that earn broad distribution are a growth lever. But 291 views tells you current video production is not clearing that bar. Until it does, leading with carousels and images is the higher-return strategy for both reach and engagement.
What to do
Flip the format mix. Images first for Arbor. Carousels first for Birdie's. Invest in video quality until Reels are earning real distribution — then scale it. Do not lead with what is currently underperforming.
The highest-performing content strategy was discovered twice and abandoned both times
Girl Dinner: 582 engagement, 21x avg, 4 of Arbor's top 10 posts ever. @platesbykody: Birdie's all-time #1 and #2. Neither became a system.
High Impact +
The data
Girl Dinner top post
582
engagement · 21x Arbor's account average
@platesbykody collab
333 + 271
Birdie's all-time #1 and #2 posts
Arbor's formula is already in the data: a named recurring concept, specific menu items with details, and a deadline. That combination produced their four best posts ever. It ran once and stopped with no replacement. Birdie's discovered creator collaboration by accident — one organic visit from a Fort Wayne food creator drove the two highest engagement posts in the account's history. No follow-up collab was ever planned. Both accounts found what works and did not build on it.
What to do
Rebuild both into systems. Named recurring campaigns (monthly or quarterly) for Arbor — same formula that already proved it works. A deliberate local creator program for Birdie's — find who already speaks to the 35 to 60 Fort Wayne audience and get them in the venues.
Neither account uses Instagram's discovery system — which is now a full search engine
Zero keyword-optimized captions, bios, or alt text. Every high-performing post already uses specific language by accident. Every low-performing post uses generic filler.
Opportunity +
The data — what high-engagement Arbor posts say vs. low
High-engagement caption words
dinner, friday, available, tomorrow, burger, drink, girl
Specific. Searchable. Time-bound.
Low-engagement caption words
good, better, love, friends, best, table, fall
Vague. Generic. Not findable.
Instagram now indexes captions, bios, alt text, on-screen text in Reels, and spoken words in video. The platform's AI reads all of it to match content to users actively searching. "Fort Wayne rooftop bar" in a caption is a search signal that brings in people looking for exactly that. "Good vibes" is not findable by anyone. Both bios contain zero location or category keywords. Alt text on every image is blank. The accounts are invisible to search — a free acquisition channel completely untapped.
What to do
Rewrite both bios with location keywords on day one. Apply searchable captions to every post going forward. Add alt text to every image. This is free reach — no ad spend, no content production cost. The pattern of what works is already in the data.