The strategy was designed for two key audiences:

Internal Audience

• Local pub managers and pub teams

• Regional operations teams

• Marketing and brand stakeholders within Greene King

External Audience

• Local communities surrounding each pub

• Existing loyal pub guests

• New social-first hospitality audiences

• Food, drink, and experience-led consumers

• Younger digitally engaged customers

Each pub within the Premium Urban Ventures estate served a unique customer demographic and local community. As a result, Greeneprint needed to provide local flexibility while maintaining consistency with the Division's wider:

• Brand architecture

• Tone of voice

• Customer profile

• Brand values

• Visual identity

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The Greene King Premium Urban Ventures division faced a key challenge shared by many large hospitality groups: balancing the scale and consistency of a national brand with the authenticity and relevance of local community marketing.

Historically, social activity had been heavily centralised, limiting the ability for individual pubs to:

• Showcase their personality and atmosphere

• Engage meaningfully with their local audience

• React to real-time moments and events

• Build community-driven relationships online

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The challenge was to create a strategic framework that would:

• Empower over 400 local pubs to manage their own social presence

• Maintain alignment with existing brand architecture and tone of voice

• Protect brand consistency across a large estate

• Increase local engagement and social ROI

• Improve authenticity through pub-generated content

• Create a scalable and easy-to-adopt training system for operational teams

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Critically, the strategy needed to demonstrate how legacy hospitality brands could successfully integrate decentralised social activity without diluting brand standards or customer experience.

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We created Greeneprint — a strategic social framework built around the principle of giving every pub “a view through the pub window.”

The strategy repositioned local pub social channels as:

• Community touchpoints

• Real-time storytelling platforms

• Relationship-building tools

• Drivers of local footfall and repeat visitation

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We developed a strategic content structure built around three core pillars:

1. Through The Pub Window

Content focused on showcasing:

• Food and drink

• Venue atmosphere

• Social occasions

• Signature experiences

• Trend-led hospitality moments

The aim was to attract new guests by creating visually engaging, socially native content that reflected the individuality of each venue.

 

2. In The Moment

This pillar focused on:

• Real-time pub energy

• Events and entertainment

• Staff personalities

• Guest experiences

• Reactive social moments

The strategy encouraged local teams to create spontaneous, authentic content that captured the evolving nature of hospitality experiences throughout the day.

 

3. Build Relationships

We introduced content designed to strengthen long-term guest loyalty through:

• Community engagement

• Behind-the-scenes content

• Team storytelling

• User-generated content

• Local conversations

This helped shift local pub channels from purely promotional platforms into community-building tools.

 

 

A critical part of the strategy was ensuring local flexibility operated within the parameters of Greene King’s established brand guideline, tone of voice, customer personas, visual identity systems and brand values.

We created clear strategic guidelines that enabled local teams to produce authentic content while maintaining consistency across the wider Greene King portfolio.

Once Greeneprint was approved internally, we developed a comprehensive learning and rollout programme to support implementation across the estate.

 

This included:

• A series of educational training videos

• Step-by-step strategy explainers

• Social content examples

• Best practice tutorials

• Face-to-face training workshops with pub teams

• Ongoing support resources via internal knowledge hubs

The video content was designed to simplify the strategy and make it operationally accessible for pub managers and teams with varying levels of social media experience.

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We also introduced practical guidance around:

• Video-first content creation

• Vertical content capture for Reels and TikTok

• Caption writing

• Community management

• User-generated content resharing

• Posting consistency

• Platform optimisation