The Black Case

Fat Badger Group

SOCIAL STRATEGY & CONTENT DELIVERY

Prepared For: Matt Winterbottom

FIRSTLY

Thank you for being so open about where you're at and what you're trying to build. Everything that follows has been put together with care, based on what you shared. Take your time with it. And when you're ready to talk, we're here.

[01] THE BRIEF

WHAT YOU TOLD US

Everything below has been put together specifically for you based on what you told us.

What We HEARD

We now know where things stand. A newly overhauled website built around direct bookings, and a marketing team ready to take content on themselves once they've been shown how. The clear steer for Five Six: don't manage every venue separately, get the group's master accounts doing the work, and build a team that can run it without us long-term.

PROJECT SCOPE

A three-month social strategy for Fat Badger Group's master accounts. Month one: we plan, shoot and train. Months two and three: your team posts, we support with feedback and reporting.

[02] BEFORE WE START

WHAT WE'RE
NOT DOING

Managing individual venue accounts.

X

Building content around one staff member's face or Phils founder roots.

X

Running paid ad campaigns as standard scope - a phase-two conversation.

X

Ongoing content shoots as part of the core package.

X

[03] THE OPPORTUNITY

WHAT'S MISSING IS THE CREATIVE ENGINE THAT TIES THE GROUP TOGETHER.

THE OPPORTUNITY

Month one, we run the master account - creating the content, setting the standard, teaching it as we go. Then the model flips: the best content from every venue funnels up, so the flagship always shows the group's strongest work. And it widens the net - no longer just locals finding Fat Badger Harrogate, but tourists planning their Yorkshire trip discovering everything the group offers in one place.

COMPETITIVE CONTEXT

The best operators already run this playbook - The Wolseley Hospitality Group cross-promotes its flagships from one account, W Hotels curates a global portfolio into a single feed. One strong account builds a brand people follow, not just venues they visit.

The best operators already run this playbook - The Wolseley Hospitality Group cross-promotes its flagships from one account, W Hotels curates a global portfolio into a single feed. One strong account builds a brand people follow, not just venues they visit.

Hospitality is a feeling game - and right now, the content isn't selling the feeling the venues already deliver.

Hospitality is a feeling game - and right now, the content isn't selling the feeling the venues already deliver.

[04] THE STAGES

THE APPROACH

MASTER PLAN

01

Account & Competitor Review

Full review of your existing accounts and competitors, with platform priorities set for the group's master channels rather than individual venues. This includes a baseline audit of the account as it stands - what's worked and what hasn't so far - so the strategy is built on evidence, not guesswork, from day one.

Content Pillars & Idea Bank

3-5 content pillars and a 20+ idea bank, so every post from here has a reason behind it instead of a guess.

Channel Spruce-Up

A full spruce-up of The Fat Badger Group Channel- the foundation everything else in this proposal is built on, and required before any monthly package starts.

THE LAUNCH KIT

02

Content Management

Lexie managing the team and the overarching content over three months. Month 1 souly done by us as examplar to follow.

Content Capture and Editing

Planning, pre-production, shoot day execution, and raw file handover with edited post-production reels.

Branded Template Library

A suite of branded static templates designed to your brand guidelines, ready to go and built to be repurposed by your own team.

THE PROGRAMME

03

Videography Training

Hands on training in kit handling, how to use the tools and shoot for the most asthetic content within the stratergy. Followed by, post production lessons in editing and management.

Setting The Bench Mark

Training in both the master plan, the template libary and deliverbles. The focus here is structure and standard.

The Handover Audit

A full account audit at the 3-month mark, so progress is always clear and measurable. We'll report on follower and audience growth, your top 3 posts (engagement, shares and saves) and bottom 3 (with reasons why), plus content recommendations for the next quarter. We're targeting 1k followers as a realistic goal, especially with collaborations alongside other active, well-followed local accounts.

MASTER PLAN

01

Account & Competitor Review

Full review of your existing accounts and competitors, with platform priorities set for the group's master channels rather than individual venues. This includes a baseline audit of the account as it stands - what's worked and what hasn't so far - so the strategy is built on evidence, not guesswork, from day one.

Content Pillars & Idea Bank

3-5 content pillars and a 20+ idea bank, so every post from here has a reason behind it instead of a guess.

Channel Spruce-Up

A full spruce-up of The Fat Badger Group Channel- the foundation everything else in this proposal is built on, and required before any monthly package starts.

THE LAUNCH KIT

02

Content Management

Lexie managing the team and the overarching content over three months. Month 1 souly done by us as examplar to follow.

Content Capture and Editing

Planning, pre-production, shoot day execution, and raw file handover with edited post-production reels.

Branded Template Library

A suite of branded static templates designed to your brand guidelines, ready to go and built to be repurposed by your own team.

THE PROGRAMME

03

Videography Training

Hands on training in kit handling, how to use the tools and shoot for the most asthetic content within the stratergy. Followed by, post production lessons in editing and management.

Setting The Bench Mark

Training in both the master plan, the template libary and deliverbles. The focus here is structure and standard.

The Handover Audit

A full account audit at the 3-month mark, so progress is always clear and measurable. We'll report on follower and audience growth, your top 3 posts (engagement, shares and saves) and bottom 3 (with reasons why), plus content recommendations for the next quarter. We're targeting 1k followers as a realistic goal, especially with collaborations alongside other active, well-followed local accounts.

[05] WHAT'S INCLUDED

YOUR PROJECT SCOPED

Our services below are suggested based on our call.

Social
Master Plan
Social
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
Why you need it
Posting without a strategy is like designing without a brief. The Master Plan means every post that follows has a reason behind it. Without it, you're guessing.
Social
Launch Kit
Social
A strong visual foundation for internal teams who want to manage their own static content - templates, guidelines, and a starter bank.
Why you need it
You get the design expertise once and keep the control forever. Your team simply drops in imagery and swaps the copy.
Social
Content Manager
Social
A dedicated content manager for your brand - one point of contact, consistent every month, who brings ideas to the table rather than waiting to be briefed.
Why you need it
If you want social completely handled - add this. The package defines what gets made. The Content Manager is who makes it happen.
Social
Social Media Management
Social
Custom designed posts, stories, and reels built from your content pillars, in your brand, with your assets. Consistent, creative, and scheduled - every month.
Why you need it
Social media is often the first place a potential client encounters your brand. Inconsistency here undermines everything built in earlier stages.
Photography
Content & Photography
Photography
Professional photography and video brought to life by our in-house team. From planning and pre-production through to editing and delivery in every format you need.
Why you need it
Stock photography makes every brand look like every other brand. Original content is one of the fastest ways to look and feel like the real thing.
5 services included · drag to explore

[06] TIMELINES

WHAT TO EXPECT

July 2026
Proposal Date
Weeks 1-2
Master Plan
Weeks 3-4
Static Launch Kit
Week 5
Team Training & Filming Day
Weeks 5-8
Month 1 - Strategy & Content
Weeks 9-12
Month 2 - Strategy & Consulting
Weeks 13-16
Month 3 - Strategy & Consulting
Week 16
Handover & Playbook
Timelines confirmed at kickoff. Weeks shown are estimates.
July 2026
Proposal Date
Weeks 1-2
Master Plan
Weeks 3-4
Static Launch Kit
Week 5
Team Training & Filming Day
Weeks 5-8
Month 1 - Strategy & Content
Weeks 9-12
Month 2 - Strategy & Consulting
Weeks 13-16
Month 3 - Strategy & Consulting
Week 16
Handover & Playbook
Timelines confirmed at kickoff. Weeks shown are estimates.

[07] THE INVESTMENT

WHAT THIS LOOKS LIKE

No hidden costs, no surprise invoices. Select everything you want.

Bespoke
Training
They'll have spent a month watching the standard; now they learn to make it.
24 Hour AccessSense CheckingFull Day Training
Complimentary
One-Off Investment
Master PlanSocial & Content
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
£800
Launch KitSocial & Content
A strong visual foundation for internal teams who want to manage their own static content - templates, guidelines, and a starter bank.
£1,400
Shoot Day - choose one
Full Day ShootShoot Day
Planning, pre-production, shoot day execution, and raw file handover. A full day with our in-house photographer and videographer.
£650
Edit Package - choose one
Standard EditEdit Package
Up to 20 edited and colour-graded images plus 5 edited video clips.
£695
Production EditEdit Package
Up to 40 edited and colour-graded images plus 10 edited video clips, all fully finished in every required format.
£1,095
Monthly Recurring
Content ManagerMonthly
A dedicated content manager for your brand - one point of contact, consistent every month, who brings ideas to the table.
£360
/mo
ongoing
Social Plan - choose one
Social - StandardSocial Plan
Build your audience across 2 platforms with a full content schedule, captions, and monthly reporting.
£895
/mo
Social - PlusSocial Plan
Own your space across 3 platforms - full content management, strategy, reporting, and creative direction.
£1,150
/mo
One-off total£2,200
Monthly total
£360 /mo
Payment options
Bespoke
Training
They'll have spent a month watching the standard; now they learn to make it.
24 Hour AccessSense CheckingFull Day Training
Complimentary
One-Off Investment
Master Plan
Social & Content
£800
Launch Kit
Social & Content
£1,400
Shoot Day - choose one
Full Day Shoot
Shoot Day
£650
Edit Package - choose one
Standard Edit
Edit Package
£695
Production Edit
Edit Package
£1,095
Monthly Recurring
Content Manager
Monthly
£360/mo
ongoing
Social Plan - choose one
Social - Standard
Social Plan
£895/mo
Social - Plus
Social Plan
£1,150/mo
One-off total£2,200
Monthly total
£360 /mo
Payment options

[08] THE REASON

Why Us

Five Six Studio is an end-to-end creative partner - one team, one roof, one goal: getting the Fat Badger Group showing up the way it deserves to. We're not here to replace what's already working, we're here to sharpen the strategy, support the team already in place, and make sure every venue in the group is telling the same story in the right way. That's the opportunity - take everything already built, the venues, the reputation, the loyal following, and give it the creative backbone to take it further.

NEXT STEPS

READY WHEN
YOU ARE

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