How The Grounds of Alexandria Successfully Targets Their Content to Their Key Audience.

Although the unique in-person experience at the Grounds has gathered a very strong and loyal customer base, it is the business's online presence that has created major awareness of its services and skyrocketed its success to one of Australia's favourite places to snap a photograph.

The Instagram account of The Grounds, which has more than 300k followers, successfully targets its content to audiences through their bright and vibrant feed. They also connect with their audience via interactive content which allows audiences to experience The Grounds brand in a different light. 

Here are 5 ways that The Grounds of Alexandria are catering their content to their target audience:

Installation reveal posts

When it comes to the reveal of a new laneway installation, The Grounds take great care and detail in capturing wonderful content to post on their socials, whether that be beautiful photos of the laneways or videos showcasing a walk through visualization within the laneway spaces. Before the reveal of laneway design themes, The Grounds Instagram will also create stories showing sneak peaks of the installations and create Q&A's for laneway enthusiasts to engage with and state their predictions.

Limited edition food and drink posts

Each new laneway theme that the creative team at The Grounds comes up with, results in limited edition food and drink options based on that theme to appear on the menu. Some of these include a Belle inspired coconut cake for the 2021 'Beauty and the Beast' installation, a pumpkin carriage cake for the 2020 'Cinderella' installation and a garden party drink inspired by 'The Secret Garden' in 2021. These posts focusing specifically on the limited food and drink options enables foodies to literally feast their eyes on the menu and creative work at the Grounds. 

Informative event videos

Posting content on events that have previously and recently occurred allows audiences that could not attend in person, to still feel apart of the experience. For example, the famous community Easter at The Grounds egg cracking event, gathers the community together on Easter Day to crack Australia's largest Chocolate Easter egg. Capturing and sharing videos of this special day not only brings attention to this unique aspect of The Grounds, but also shows the success of the event and how well it was enjoyed by the community. 

Game quiz content

The Grounds maintain a youthful and fun brand voice in order to keep up with their family and young teen customer base. They target their content towards them through the use of social media quizzes and polls relating to different themed laneway installations happening at The Grounds. These bring attention to new themes as well as encourage audiences to connect with the theme more deeply.

Candidness of BTS content

Posting behind the scenes stories on Instagram, showing the set up, ideation and creation of laneway installations, as well as a day in the life of employees at The Grounds, allows the business to portray a level of candidness and transparency, catering towards its target audiences who are interested in the styling and design of events and laneways. 

With so many amazing and unique elements that The Grounds of Alexandria bring to the table, they need to have a good balance on what content they put out in order to cater to their different target audiences, and so far, with a mix of interactive content, exciting reveals and BTS insights into the daily running's of the business, they seem to be hitting the nail right on the head.