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Carl's Deli · Account Homebase

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Scroll System · Strategy Overview
Carl's Deli on Instagram. Built around what Carl's already does best.
You're inside The Scroll System, our end-to-end engagement architecture. This Homebase is your live operating tool for the 12-month engagement ahead. Local sandwich craft. Sister-owned story. Cincinnati cultural fluency. The strategy below turns those three things into measurable account growth. Catering pipeline. New walk-ins. Local cultural equity. Strategy is locked. Execution adapts based on what the audience signals back.
01 · What this is
A strategic framework, not a static plan
Anchored on three goals, four content pillars, two ideal viewer profiles (B2C and catering), and one measurement scorecard. Strategy stays directionally locked. Tactics evolve as Carl's audience and the platform evolve.
02 · Why we built it this way
Lead with simplicity
Win at the intersection of what Carl's already does best and what Cincinnati actually wants. Show real progress in a 10-point monthly score, not vanity metrics. Every move documented, every decision data-backed.
03 · The process
The Signal Method
The testing and signal-driven adjustment engine inside The Scroll System. Test, execute, refine. Then iterate. The platform moves fast, so the strategy adapts every quarter. Format prioritization adjusts based on the metrics we weight most, never vibes.
04 · What to expect
The metrics that matter most trend up
Account score climbs from baseline toward 8.0+ at maturity. Catering inquiries scale. Followers compound steadily. Reports land the first week of every month.
The engagement cycle · quarterly cadence inside The Scroll System
Testing
Quarter 1
Discover which formats this audience actually responds to. Strategy stays locked, formats earn their spots.
Executing
Quarter 2
Lock validated formats into a stable rotation. Cadence stabilizes. Pipeline compounds.
Refining › Iterating
Quarter 3 · Cycle continues
Quarterly review identifies what to test next. Cycle restarts. The strategy never stops evolving.
CD
Carl's Deli
Cincinnati Deli · Hyde Park + Findlay Market · Sister-Owned Since 2024
Best Deli 2026 Since April 2026 7,400 Followers AM: Rachel
@carlsdelihydepark @carlsdelifindlaymarket Performance Reports
Instagram Maturity Stage
Carl's is at Lift.›The goal is to level up to Rise.
We assess maturity using a multi-metric framework. Follower count is one signal, but engagement health, audience quality, content velocity, and business fundamentals all factor in. Stages signal the performance ranges we target as the account matures, not the content mix. Content mix stays universal across every stage: 40% discovery, 35% consideration, 25% conversion.
01
Spark
1K–5K followers
Early-stage benchmarks. Account fundamentals locking in, first format signal emerging.
02
Lift
5K–25K followers
Next-level performance. Foundation in place, reach scaling. Where Carl's is today.
Carl's is here
04
Thrive
100K+ followers
Scaled operation. Brand authority at scale, performance ceiling expanded.
Performance Snapshot
From latest monthly report · View full report
Account Score
Pending Month 1
Targets 7.0+ early cycle, 8.0+ at maturity.
Saves + Link Taps
Pending Month 1
Strongest signals of return and conversion. Link taps break out by surface.
Top Format Last 30
Pending Month 1
The format that drove the strongest engagement this period.
Catering Inquiries
Pending Month 1
Volume plus source breakdown once the catering intake question goes live.
Scroll System · Zone 02
Your Engagement Cycle
The 12-month engagement runs through Zone 02 of The Scroll System. The Signal Method is the testing and signal-driven adjustment engine inside it. Test, execute, refine. Then iterate.
Phase 1 Active
Testing
First quarter of cycle · ~90 days
Focus
Discover which formats Carl's audience actually responds to. Proven formats from adjacent niches and original formats built around Carl's uncopyable assets run side by side. Pillars, audience profiles, and content mix stay locked.
What gets locked in
  • Day-by-day cadence rhythm operationalized
  • Dual-account consolidation completed
  • Profile, bio, and highlights fully optimized
  • Format Test Log baselined with first signal data
Expected outcomes
  • Account score climbs from baseline toward 7.5+
  • Catering inquiry attribution working end-to-end
  • 1 to 2 original formats validated for the proven rotation
Phase 2 Next
Executing
Second quarter of cycle · ~90 days
Focus
Lock the winners from Testing into the proven rotation. New original formats can run alongside as the next test slate. Catering pipeline becomes the primary catering-conversion surface.
What gets locked in
  • Promoted formats become the core rotation
  • Audience profile refinements (if Testing data justified them)
  • Stories link mechanic discipline operationalized
  • Quarterly Strategic Refresh at end of phase
Expected outcomes
  • Account score steady at 7.5+
  • Compounding follower growth at the current stage
  • Catering inquiries trending month-over-month
  • Best Deli 2026 fully integrated as authority anchor
Phase 3 Ongoing
Refining › Iterating
Third quarter onward · cycle continues
Focus
Mature account behavior. Quarterly strategic reviews replace monthly format testing as the adjustment mechanism. Refining surfaces the next test cohort. The cycle restarts.
What gets locked in
  • Quarterly review cadence as default
  • Next Testing window scoped from refining signal
  • Annual positioning review (does the audience profile still hold?)
  • Cross-platform expansion considerations (if relevant)
Expected outcomes
  • Account score steady at 8.0+
  • Sister-owned story established as Cincinnati cultural fixture
  • Catering pipeline measurably contributing to revenue
  • New formats and platform shifts continuously absorbed
The cycle continues. Each refining phase surfaces a new test cohort, which opens the next testing window. The platform never stops evolving, so neither does the strategy. We absorb new signals on a quarterly rhythm rather than reacting weekly.
Operating Rhythm
How we work together. Six overlapping cadences. Every touchpoint has a defined output and a defined owner.
Daily
Content production & publishing
Rachel manages content drafts, scheduling, and publishing through Plann. Sydney approves content as it lands in her queue.
Weekly
Mon / Wed / Fri feed cadence
Three feed posts per week (Mon discovery / Wed authority / Fri catering). Two story days (Tue / Thu). Reshares Mon / Wed / Fri.
Bi-weekly
30-min check-in with Sydney & Rachel
Approvals batched. Performance signals reviewed. Catering pipeline discussed. Any cultural moments to plug into get scoped here.
Monthly
Performance report + Homebase snapshot
First week of every month. Full HTML report at reports.scrollmedia.co/carlsdeli/. Headline numbers also flow into the Performance Snapshot in Account Overview.
Quarterly
Strategic Refresh + phase transition
Format Test Log reviewed. Winning formats promoted into the proven rotation, underperformers retired. Next quarter scope locked. Across the 12 months: Testing (Months 2-3), Executing (Months 4-6), Refining (Months 7-9), then Refining + Annual Review (Months 10-12).
Annual
Positioning review
Does the IVP still map to who's actually driving catering revenue? Does the strategic direction still hold? Major refinements live here, not in monthly cycles.
Approval discipline. Content lands in Plann five business days before publish. Maximum two rounds of edits per cycle. All approvals tracked in Plann, batched at bi-weekly check-ins.
Strategic Direction + Brand & Competitive Review
Account narrative, Instagram's role, the differentiation moat.

Carl's Deli is a Cincinnati institution. 80 years on the same Hyde Park corner. Sister-owned by Sydney and Cameron Turnbull, who grew up two blocks away and bought the deli to preserve it. Best Deli in Cincinnati 2026. Now expanding through Findlay Market with real catering capacity.

Instagram's role is to drive new customer acquisition (the 22-40 transplant cohort), build the Findlay audience, and grow catering revenue. Catering is the priority lever. Content positions Carl's as the Cincinnati deli with sister-led authenticity, uncopyable craft (28-32 pieces of meat sliced in-house every Friday), and the catering operation Cincinnati companies trust at scale (Sam Adams 300+ sandwiches).

7 Differentiation Pillars Carl's Owns
01Sister-owner narrative (Sydney + Cameron, Honey-Baked Ham grandmother lineage)
0280-year institutional legacy + Best Deli 2026 + 3rd Best Sandwiches award
03Cincinnati vendor stack of 8 named partners (Triple R Cookies, 16 Bricks, Mom and 'Em, +5)
04Findlay Market expansion + walk-in cooler that unlocked catering operation
05FC Cincinnati players eat at Carl's organically (uncopyable earned media)
06The Country Club (#23) ritual. 13,000 sold in one year
07Sydney's personal voice and owner-led DM relationships (verbatim phrases plus DM thank-yous to story-share customers)
Inside the Content Engine

Every piece of content runs through the same four-step engine before it ships. The production engine inside Zone 02 of The Scroll System.

01The Idea. Every idea starts with your audience. We pull from your IVP's pain points, dream outcomes, and motivators before format ever enters the conversation. If a concept doesn't ladder back to one of those, it gets cut.
02The Format. The format serves the idea, not the calendar slot. We pick the format that best delivers the message and maintain a dynamic library of what's currently winning. Old formats retire when they cool. New formats earn the rotation when they prove out.
03The Hook. The first 3 seconds decide whether anyone watches the rest. Every Reel hook is engineered with intent. Generic openers don't ship.
04The Data. Test, measure, learn. Winners get doubled down on. Underperformers retire. Strategy adjusts on signal, not on vibes. The Format Test Log is where this discipline lives.
Three Goals. One System.
One overarching objective. Three sub-goals (one per funnel stage) that guide the content we create. Revisited and refined throughout the engagement.

The overarching objective: more qualified lead generation for Carl's, regardless of where the lead comes from. The three sub-goals below split the work across each stage of the funnel so every post serves a defined role. Each goal carries equal weight. The funnel mix (40% discovery / 35% consideration / 25% catering conversion) reflects how we allocate content volume, not how we rank goal importance.

Top of Funnel · Discovery
Brand Awareness in Cincinnati
The right local audience knowing who Carl's is. Acquisition priority: 22-40 cohort.
  • One unified consolidated account
  • Pattern Break series + reach formats
  • Local visibility, neighborhood storytelling
Middle of Funnel · Consideration
Engage the Current Community
Education and engagement that builds trust and authority with the existing audience.
  • Saves, shares, comments
  • Authority Builder Carousels
  • Sydney's voice content + vendor stories
Bottom of Funnel · Catering Conversion
Generate Qualified Catering Lead Signal
Catering is the priority lever. Get Carl's in front of the right catering audience (corporate, schools, personal events, bridal), walking them through a clear catering path, and tracking the interest signals that predict catering customers.
  • Catering capacity proof (Sam Adams 300+)
  • Direct Response Stories (Metricool tracked)
  • Catering Inquiry Reminder weekly
IVP Profiles · Dual Audience
B2C primary plus a B2B and personal-event conversion layer. Catering conversion path overweighted at this growth stage.

Each profile lists the top pain points (the friction we remove) and the top dream outcomes (the wins we showcase). Every content concept ladders back to solving a pain point or showcasing a dream outcome. If it doesn't, it doesn't ship.

IVP 1 · B2C Primary
The Cincinnati Deli Customer
Demographics
Bimodal age. Acquisition priority 22-40 (Cincinnati transplants, young professionals, IG-discovery cohort) plus retention base 40-65 (multigenerational regulars). Hyde Park, Oakley, OTR, Findlay Market neighborhoods. Slight female skew. Middle to upper-middle income ($55-120K).
Core Motivators
1. Craft & Quality Certainty
Burned by places that look good but taste average. Carl's removes uncertainty. 80 years of consistency is the product.
2. Cincinnati Identity & Pride
Eating at Carl's is a civic act. Loves Cincinnati actively. Buys local before national.
3. The Craving
The #23 isn't an abstract idea. It's a pull. Walks in with the order already decided.
4. Experience: "Wonky Wood Floors"
Sydney verbatim: "We are not high and tight." The unpolished texture IS the brand.
Top Customer FAQs
"What sandwich would you recommend?" · "Are you Carl?" · "What's the sandwich of the day?" · "Where can I get the merch?" · "Is it dog-friendly?"
Top Pain Points
01
They don't know Carl's exists yetPriority
Cincinnati transplants and young professionals discover food on Instagram. If Carl's doesn't surface in the feed, they default to the national chain on the corner. The single largest acquisition gap.
02
The 50-sandwich menu is paralyzing for first-timers
Sydney's verbatim: "overwhelmed by the amount of sandwich options, not sure how to narrow down." The most common conversion-blocking moment at the counter and in the DMs.
03
The line reads as a barrier, not a signal
Sydney's verbatim: "if you're not used to the line, someone new comes in and stands there, like, this line is so long." Regulars love it. First-timers walk past.
04
The unpolished texture gets misread without context
Wonky wood floors and chipping paint are the brand. Without the 80-year history, a first-timer can mistake authenticity for "not sure if this is any good."
Top Dream Outcomes
01
A go-to sandwich that becomes theirs
Walk in, order without thinking, eat something that hits exactly right. The reliable lunch they don't have to research.
02
The "I know the good spots" badge
The quiet satisfaction of being the person who knows where Cincinnati actually eats. Carl's becomes a credential, not just a meal.
03
A place they bring people to
Out-of-town guests, parents, new dates, transplant coworkers. Carl's becomes their proof point that they get Cincinnati.
04
Earned-share posts
They post the #23 to their story without prompting because the sandwich earns it. It reflects their taste, not the brand's ask.
05
Becoming a regular
First-timer to "every Friday for 12 years." The slow conversion from "place I tried" to "place that's mine."
Primary CTA Order a Sandwich / View Menu
IVP 2 · B2B + Personal Event Conversion
The Catering Buyer
Demographics
Office managers, EAs, HR coordinators, marketing managers, event planners (B2B corporate). Plus brides, baptism hosts, milestone planners (personal events). 28-50 age range. Cincinnati metro: Downtown, Blue Ash, Kenwood, Rookwood, OTR. Companies 15-250 employees.
Core Motivators
1. Reliability Above All
Not picking catering because they love food. Picking it because they need the event to go well and not embarrass the team.
2. Capacity Proof
Need to see Carl's can handle 75+ people. Sam Adams 300+ is the canonical capacity-proof anchor.
3. Process Clarity
Lead time, delivery vs pickup, dietary options. Logistics remove friction.
4. Personal Event Recognition (Sub-segment 2B)
Personal event hosts (bridal, baptism, milestone) need to see themselves represented in catering content.
Top Catering FAQs
"How many people can you handle?" · "How far in advance do I need to order?" · "What's the price for X people?" · "Do you deliver or do I pick up?" · "What's the minimum order?" · "Can you do dietary restrictions?"
Top Pain Points
01
The deli menu is the wrong tool for catering
50+ sandwich options is overwhelming when they're ordering for 30. They want a curated catering package they can screenshot and forward to their boss in 30 seconds.
02
Capacity is a question mark
"Can they actually handle 75 people? Will it show up on time, in the right quantities?" Without proof of volume, they default to the safe national chain.
03
The process is invisible
Lead time, delivery vs. pickup, minimum order, dietary options. They need answers without three rounds of email back-and-forth before they'll commit.
04
Their reputation is on the line
A bad caterer becomes a story that gets told inside the org or family. They need reliability signals, not just quality signals, before they'll put their name on the order.
05
They can't tell if Carl's is a real catering operationPriority
"Are they a real catering operation, or a deli that sometimes does trays?" Without proof of corporate work and personal events, they don't know which version they're getting.
Top Dream Outcomes
01
A catering decision that runs itself
Inquire, get a clear quote fast, order, food shows up. No chasing, no surprises, no last-minute scrambling.
02
Food that lands at the table
People at the event say something. "Where is this from?" or "this is actually really good." The food earns conversation, not just consumption.
03
Credit for the call
Inside their org or family, they're the person who knew where to order. Their name lands on a decision that worked, and gets remembered.
04
A go-to contact, not a fresh start
Once Carl's is on their list, the next event is a one-text reorder. No vendor research, no requoting, no starting over.
05
Capacity proof in writing
"Carl's did Sam Adams 300+ and the school 60-box-lunch days. They can do mine." A reference that signals "we've handled bigger than what you're asking for."
Primary CTA Inquire About Catering
Brand Proof Points + Vendor Stack
The uncopyable inventory. Every piece of content earns its slot by activating one of these.
Operational Proof Points
Sam Adams 300+ Sandwiches
Canonical capacity-proof case. The #1 catering conversion asset for content. Anchors Sam Adams Case Study Reel + every Catering Inquiry Reminder.
Best Deli in Cincinnati 2026
Won April 2026 (~2 weeks before kickoff). Current credibility anchor. Bio + Highlight 6 + Authority Builder Carousel content.
28-32 Pieces of Meat / 7-8 lbs Each
In-house slicing volume every Friday. Quantitative craft proof. Anchors Top Down + Authority Builder formats.
13,000 #23 Country Clubs Sold/Year
~250 per week / 35 per day. The flagship sandwich ritual. Pattern Break Sandwich x Dog Breed leads here (Country Club = Golden Retriever).
May 8 School Box Lunch x2 (60 boxes each)
Real-time current proof. Multiple jobs same day. Volume + dietary capacity proof.
FC Cincinnati Players Eat Organically
Earned media most local food brands cannot access. Phase 2: branded gift box outreach activates this.
The Cincinnati Vendor Stack (8 Named Partners)
Triple R Cookies
Union, KY (Heather + husband). 300 cookies/week. Carl's = top wholesale account. Vendor Spotlight Series Episode 1.
16 Bricks
Bread in every sandwich. Carl's = one of largest wholesale accounts. Story focuses on the bread, not the owner.
Mom and 'Em Cold Brew
Cincinnati-coded brand. Personal connection (Chase). Cross-promotion opportunity.
Nate's Hot Sauce
Northern Kentucky. NKY angle interesting for cross-river audience.
Amy's Pickles
Pickle-specific content moments. Sandwich accompaniment features.
Blondie Brewer
Cincinnati craft-coffee adjacent. Vendor Spotlight when seasonal.
Roaming Joe
Coffee shop pop-ups. Findlay Neighbor Series adjacent if presence at Findlay.
Proud Hound
Coffee shop pop-ups. Vendor Spotlight rotation candidate.
Sydney's Voice Library (Verbatim Phrases)
"We are not high and tight."
"Wonky wood floors. The paint's chipping. That's part of the vibe."
"Two sisters who own a deli named Carl's. Neither of us is named Carl. There's a story."
"I grew up two blocks from this deli with my allowance money. Now my sister and I own it."
"My grandma inherited Honey-Baked Ham. We bought a corner deli. Same energy, different sandwich."
"On a Friday we slice for the weekend. 28 to 32 pieces of meat. 7 to 8 pounds each."
"It's so neighborhoody."
"Last-minute catering orders are our specialty."
Account Consolidation PlanCarl's-Specific Module
Two accounts becoming one unified @carls_deli. 4-phase transition with full audience continuity.
↓
PHASE 1
Pre-Launch
May 8-14
Strategy locked + handle confirmed + asset prep. Both accounts active.
PHASE 2
Rebrand Week
May 15-21
Hyde Park renamed → @carls_deli. Profile updated. Findlay begins transition messaging.
PHASE 3
Transition Arc
May 25 - June 14
Findlay account runs 3-week migration content. Primary publishes per calendar.
PHASE 4
Findlay Sunset
June 15+
Findlay account archived (not deleted). Permanent redirect surface to @carls_deli.
Content Pillars + Format Library
4 pillars mapped to IVP motivators. 21 formats curated. 14 Path 1 (Proven & Adapted) plus 7 Path 2 (Original & Invented).
PILLAR 01
Carl's Craft
Authority · Education · Trust
80-year institution + in-house slicing (28-32 pieces of meat / 7-8 lbs each every Friday) + Country Club ritual + Best Deli 2026. The pillar that owns the craft + heritage moat.
Format Anchors
Top Down Authority Builder Carousel Quick-Shot B-Roll 80-Year Archive Series
PILLAR 02
The Sisters Behind the Counter
Connection · Trust · Authority
Sydney + Cameron founder narrative. Honey-Baked Ham grandmother lineage. Working-mom + entrepreneur authenticity. Sydney's verbatim voice ("we are not high and tight"). The personality differentiator.
Format Anchors
Notes App Green Screen Founder POV Reel Split Screen Lesson-Learned Story
PILLAR 03
Sandwiches at Scale
Conversion · Authority
Catering operation + capacity proof + Sam Adams 300+ case + Findlay walk-in unlock. The pillar that owns catering conversion and the priority revenue lever. Process clarity for B2B + personal event buyers.
Format Anchors
Educational Carousel Catering Feature Reel Direct Response Story Sam Adams Case Study Personal Event Spotlight
PILLAR 04
Cincinnati at the Counter
Connection · Community · Awareness
Vendor stack + Findlay Market neighborhood + Hyde Park dog culture + FC Cincinnati earned media + Pride/Queen City Charities. The differentiation pillar. Carries both evergreen Path 2 originals (Pattern Break, Findlay Neighbor) and the reactive lane (Cincinnati moments, cultural hooks). See Trends + Cultural Moments for the moment-by-moment scoping.
Format Anchors
Sandwich x Dog Breed Pattern Break Vendor Spotlight Series Findlay Neighbor Series The Aesthetic Truth Series Reaction + Commentary Ranking / Tier-List

Two-Path Format Philosophy: Path 1 (Proven & Adapted) draws from Scroll's canonical formats library, what's already working in adjacent niches. Path 2 (Original & Invented) builds new formats around Carl's uncopyable assets. Every pillar runs both. The Sandwich x Dog Breed Pattern Break, mapping Carl's 50+ sandwiches to Hyde Park dog breeds, is the flagship Path 2 original.

Feed Post Strategy
Mon/Wed/Fri cadence. Day-by-day funnel role. First-3-second hook discipline. Save-First content design.
MON
Discovery Lead
Pattern Break + Notes App Green Screen + Founder POV. Reach + discovery play.
TUE
Story Day
Daily Special + Direct Response + Educational Tip. Mon-feed reshare.
WED
Trust Lead
Top Down + Authority Builder + Educational Carousel. Trust & authority.
THU
Story Day
Behind-the-Counter + Catering Inquiry Reminder + Poll. Wed-feed reshare.
FRI
Catering Lead
Catering Feature Reel + Sam Adams Case + Educational Catering Carousel. Conversion play.
Read this on monthly view, not week-by-week. 33/33/33 weekly would flatten the 40/35/25 mix discipline that compounds over the month. The day-by-day cadence holds the rhythm; the funnel mix holds the strategy.

First-3-Second Hook Discipline. Every Reel hook engineered against one of six hook types. Generic openers ("Have you ever...", "Today I want to talk about...") are explicit failure conditions per Signal Method Standard 3.

1. Curiosity Gap
"The thing most [X] never know about [Y]."
"The thing most Cincinnati offices get wrong about lunch catering. It costs them 45 minutes every time."
2. Bold Claim
Specific, surprising, provable claim.
"We've sold 13,000 of the same sandwich. Here's the one."
3. Contrarian
"[Common belief] is wrong. Here's why."
"More sandwich options don't make ordering easier. They make it harder. Here's the fix."
4. Specific Result
"[Specific outcome] in [specific timeframe]."
"13,000 #23 Country Clubs in one year. 250 a week. Here's why."
5. Pattern Interrupt
Visual or verbal break from expected.
Open on bread being sliced, no intro, then: "This is why we only toast it once."
6. Direct Address
"If you [specific situation], this is for you."
"If you're ordering lunch for 30+ people in Cincinnati, save this."
Stories Strategy
Tue/Thu story days. Mon/Wed/Fri reshares. The conversion surface for catering inquiries.

Stories are the conversion surface. Per Scroll Stories Library: "Use a specific destination URL. Never the homepage." This rule is the foundation of Carl's Stories Strategy. Every story link sticker routes through Metricool smart-links to a specific destination (catering inquiry, menu, location page). That gives us link tap data specific enough to learn from, surface by surface.

CORE
Behind-the-Counter (BTS)
1-2x weekly · Thursday primary · Sydney POV + slicing + neighborhood texture
CORE
Direct Response Story
Tue + Fri minimum · Catering conversion · Catering inquiry link, Metricool tracked
CORE
Educational Tip Card
2-3x weekly · Trust-building · Single-tip stories that drive saves
CORE
Daily Special
Tuesday primary · Recurring signature arc · Sandwich + price + menu link
CORE
Poll / This or That
1-2x weekly · Highest-engagement story format · Algorithm-priming for distribution
CORE
Question Box / AMA
Monthly minimum · Content ideation engine. Q&A becomes feed post seeds
CORE
Catering Inquiry Reminder
Weekly recurring · Thursday · The catering conversion heartbeat. Specific URL + proof point rotation
CORE
Customer Spotlight / UGC
When customers share · Rachel surfaces, Sydney decides repost or personal thanks
CORE
Countdown / Event Tease
Event-driven · Best Deli 2026 activation, FCC home matches, holiday catering deadlines
CORE
Feed Reshare (with framing)
Mon/Wed/Fri · Leading frame + post + closing CTA with link sticker
TEST
Before / After Reveal
When testimonials land · Phase 2 priority · 2-frame setup + reveal + link
TEST
Quiz Sticker
1-2x monthly · Cincinnati food trivia · Non-obvious answers required
SEASONAL
Seasonal / Holiday
Sparingly · Bengals games, Findlay events, Pride Month, FCC matches, Q4 holidays
TEST
Slider / New Arrival
When validating ideas or new menu items · Quick pulse check format
Profile Optimization
Bio, link strategy, profile image, pinned posts, highlights. Locked recommendations.
Bio · Locked Recommendation (124 chars)
@carls_deli Cincinnati's Best Deli 2026 🏆
80 years · Sister-owned
Hyde Park · Findlay Market
50+ sandwiches + catering
👇 order + inquire
IG name field: "Carl's Deli · Cincinnati" · Category: Deli + Catering Service · Bio link: Metricool smart-links page with dual-audience routing. "Order a Sandwich" path (B2C audience) plus "Inquire About Catering" path (B2B audience).
Pinned Posts
Pin 01 · Locked
The Founder Story
Founder POV Reel or Notes App Green Screen. Sydney delivers the sister narrative + Honey-Baked Ham lineage. Authenticity + trust anchor for cold visitors.
Pin 02 · Locked
How to Carl's
Educational Carousel. Action menu with every customer path: walk in, view menu, find at Findlay Market, inquire about catering, personal events.
Pin 03 · Dynamic
Reserved for Viral / Standout
Rotating slot. Earned by hitting top-weighted breakout signals (100+ shares, 75+ saves, debate-driving comments). Reviewed monthly during performance reporting.
Highlights · 6 Buckets
01
Catering
02
Sandwiches
03
Findlay
04
Hyde Park
05
Vendors
06
Press
Cover treatment: wood-grain or cream background, single bold subject anchor (sandwich, sister portrait, location storefront, vendor product, award), bold sans-serif caps text, brand color discipline. First-frame-of-each-highlight design consistent across all 6.
Community Management
The non-content layer. Where attention turns into relationship.
How We Look At It
Comments and DMs aren't a checklist task. They're the second half of the strategy.

The content brings the audience in. The conversation surfaces decide what happens next. We treat this layer as strategy, not plumbing.

How We Approach Coverage
Rachel default
The day-to-day brand voice
Most engagement is generic and positive. Hours, locations, sandwich-of-the-day, dietary asks, praise. Rachel responds in Carl's voice, with specifics, consistent with strategy.
Sydney owns
The moments only the owner can carry
Catering inquiries, press, vendor pitches, complaints, regulars she'd recognize, anything tied to the Honey-Baked Ham lineage. Sydney's voice is the asset that can't be delegated.
Coordinate
The gray zone
Customer story-shares, influencer outreach, food blogger features, complex catering specs. Rachel surfaces with context. Sydney decides direction.
Carl's Voice in Replies
Warm, local, specific. The Sydney filter: wonky wood floors, not high and tight. Mom-and-pop confidence, never corporate gloss.
Today it's the Tuna Melt, perfect for this kind of weather. Story has the price plus how to grab it.
13,000 of those went out last year. You've got good taste.
Yes, Findlay is open Sunday 10 to 4. Hyde Park's open 10 to 6.
Hot take from us, the Heidi is the underrated one.
Preserved by design
Sydney's DM thank-you to story-share customers stays Sydney-owned.
It's the relational compounding loop that drives repeat shares, and one of Carl's seven differentiation pillars. Rachel surfaces tagged stories with brief context. Sydney decides whether to reply personally or elevate to a Customer Spotlight repost. Scroll's default instinct is to systemize the personal touch. The strategic call here is the opposite: keep it human, keep it Sydney. (Automated catering-inquiry DMs via ManyChat, if Carl's activates that capability in Conversion Strategy, run on a separate lane and never touch this practice.)
SEO Keyword Bank · The TAM Ladder
Climb broad to narrow. Tier 1 spikes algorithmic distribution at the widest funnel point. Each tier down condenses the audience and lifts conversion intent. The mix evolves as Carl's matures: lean broad in Phase 1 to teach the algorithm the cohort, narrow toward Hyde Park and Findlay Market as conversion data validates.
Tier 1
Industry-wide. Broadest audience. Pulls into algorithmic distribution at the widest funnel point.
#food #sandwich #deli #lunch #foodie #comfortfood #foodlovers
Tier 2
Category-level reach. National market within the industry. Brand identity and craft signals.
#womenowned #sisterowned #familybusiness #supportlocal #shoplocal #handsliced #deliartisan #cateringservice
Tier 3
Regional. Cincinnati and Ohio anchor. The metro searchers who could realistically eat at Carl's.
#cincinnatifood #cincinnatieats #cincinnati #cincyfoodie #cincinnatilunch #cincinnatideli #cincinnatisandwich #cincinnaticatering #ohiofoodie
Tier 4
Hyper-local. Highest conversion intent. Hyde Park and Findlay Market specific. Plus brand-search anchors.
#hydeparkcincinnati #hydeparkcincy #findlaymarket #findlaymarketcincy #hydeparkcatering #carlsdeli #cincinnatibestdeli
Brand-search and voice-search anchors for caption + on-screen text (separate from the TAM ladder, used on conversion content): "Best deli Cincinnati" · "Best catering in Cincinnati" · "Last-minute catering Cincinnati" · "Cincinnati Best Deli 2026" · "80-year-old Cincinnati deli" · "Where to get catering in Cincinnati"
KPI Framework + Reports
Metrics weighted by buyer intent. Scored on a 10-point scale with a 6.0 baseline. Saves and CTR carry the highest weight. Each metric maps to the funnel stage it predicts. Benchmarks calibrated to Carl's growth stage.
Tier 1
Quality & Conversion
  • SavesMid2.0x
  • CTRBot2.0x
  • Retention %Mid1.5x
  • Profile Conversion RateBot1.5x
  • Link TapsBot1.5x
Tier 2
Volume & Community
  • Total ViewsTop1.0x
  • New FollowersTop1.0x
  • Profile VisitsMid1.0x
  • CommentsMid1.0x
Tier 3
Awareness Amplification
  • SharesTop0.75x
Score Progression Targets
Cycle Month 1
Building. Trend direction over score.
Cycle Month 2
7.0+
Testing Phase exit
7.5+
Executing Phase
7.8+
Refining Phase & beyond
8.0+

Monthly performance report: Delivered the first week of each month at reports.scrollmedia.co/carlsdeli/. Covers Final Score, Top 3 and Bottom 3 Posts, goal-specific tracking, format performance, and strategic adjustments for the next month.

Format Test Log
2 to 3 primary formats per funnel stage. New formats validate over 3+ executions before earning the proven rotation.
Top of Funnel · Discovery
Reach
Pattern Break Sandwich x Dog Breed
Cincinnati at the Counter · Path 2 Original
Test
Notes App Green Screen
The Sisters Behind the Counter
Test
Reaction + Commentary
Cincinnati at the Counter
Test
Middle of Funnel · Consideration
Trust
Top Down
Carl's Craft
Core
Quick-Shot B-Roll
Carl's Craft
Core
Authority Builder Carousel
Carl's Craft
Core
Bottom of Funnel · Catering Conversion
Catering
Catering Feature Reel
Sandwiches at Scale
Core
Educational Carousel
Sandwiches at Scale
Core
Sam Adams Case Study
Sandwiches at Scale · Path 2 Original
Test
Format Mix Discipline Reels ≥ 60% · Carousels ~ 30% · Static < 10%
Reels 65%
Carousels 30%
5%
Reels (primary) Carousels (depth + saves) Static (rare)
Where the test log lives
Inside Rachel's Carl's Content Planner xlsx, not as a separate Drive document. Reviewed monthly during performance reporting. A new format earns the proven rotation when it runs 3+ times and consistently outperforms its funnel-stage average on the metrics we weight most.
Open Content Planner ›
Conversion Strategy
How we turn Instagram traffic into Carl's customers. Catering is the priority lever.
The conversion priority
Catering leads the strategy. The deli, online orders, and merch grow alongside it.

Catering is the largest near-term revenue lever for Carl's, the longest sales cycle (corporate buyers don't decide on the spot), and the only revenue path with a measurement gap surfaced at kickoff. "I haven't tracked it. I think most of it is regulars." That's the gap to close.

The deli, online orders, and merch don't need separate conversion campaigns. Strong Instagram content drives discovery, trust, and craving, and those naturally produce walk-ins, online orders, and merch interest. Concentrating engineering on catering doesn't underweight the rest. It targets the path where deliberate work compounds the most.

The Metrics That Predict Customers
We track the behaviors that lead to customers, not just the customers themselves. These are the signals that compound into walk-ins, online orders, and catering bookings.
Link Taps
Direct intent. Someone saw your content and wanted to know more. The most direct conversion-correlated signal short of an actual transaction.
Profile Conversion
How often new viewers tap through to your profile after seeing one of your posts. The bridge between discovery and consideration.
Saves
"I'll come back to this." The strongest predictor of return behavior. Instagram weights saves heaviest for organic distribution.
Shares
Customers sending your content to a friend. The clearest "send to a friend" signal and the way your audience grows without paid promotion.
Catering Inquiries
Direct interest converted to action. The clearest signal that catering content is producing real business outcomes.
Phase 1 Measurement Upgrades
Upgrade 01 · One question on catering inquiries
"How did you hear about Carl's catering?"

Five options: Instagram, Google, word of mouth, walked in, other. Required field on every catering inquiry. Asked on the form, asked in DMs, asked on the phone.

What this changes: the monthly performance report adds a "where catering inquiries came from" line. Lets you see, month over month, what proportion of catering interest is coming from Instagram.

Building · ships launch week
Upgrade 02 · UTM-tracked links across bio and stories
Every link we publish for Carl's runs through a measurement layer.

Metricool smart-links route the bio link page and story stickers to the right destination. Bitly with UTM parameters layers on top to capture which surface (bio, story, caption) drove each tap.

What this changes: link taps stop being a single number on your monthly report. They break out by surface so we can see exactly which Instagram surfaces are working.

Building · ships launch week
Worth Considering
Forward-looking ideas Carl's can think through as the business and capacity evolve. Not part of current scope. Worth talking through together.
01
Merch e-commerce on the website
Demand already shows up in your DMs. Merch is sold in-store only today, so that demand evaporates or routes through DM. An online merch store on Carl's website creates a direct path from Instagram content to merch revenue. Carl's owns the infrastructure and the customer relationship.
02
Lean into online ordering and DoorDash in social
Carl's website already takes online sandwich orders. DoorDash partnership exists. Today neither path gets pushed deliberately in Instagram content. A more intentional online-order push in feed (Friday lunch reminders, weekend menu features) and stories captures intent that's currently going to walk-ins or competitors.
03
A simple customer email list for retention
Your most engaged followers are repeat customers. A low-frequency newsletter (weekly specials, holiday catering reminders, behind-the-counter notes from Sydney) gives Carl's a Carl's-owned channel that compounds independently of the Instagram algorithm. Capture via story stickers, in-store signup card, or occasional bio CTA.
04 · Active Scroll capability
ManyChat DM automation with a catering lead magnet
Instagram is prioritizing DM activity, and ManyChat keyword triggers turn comments into automated lead-capture moments. The play: a viewer comments "CATERING" on a catering reel, ManyChat auto-DMs them a lead magnet (catering menu PDF or "How to Cater Lunch for 50" guide), and the inquiry link rides inside the DM. Captures intent at the peak moment, before they scroll away. Scroll is testing this on other accounts. Available to deploy for Carl's at your call.
Content Calendar
Lives in Plann. Single source of truth for approvals, scheduling, and post status.
Source of Truth
Carl's Content Calendar in Plann
Plann is where every post lives from draft to approval to scheduled to published. We do not duplicate the calendar in Drive or in this Homebase. Rachel updates Plann. Sydney approves there. Bi-weekly check-ins review the next two weeks of pending content together.
Open in Plann ›