Tria
Role: Content Strategy, Creative Direction, Production
Focus: Social Media, Shortform Video, Event Promotion
Industry: Hospitality (Wine Bar & Events)
Introduction & Goal
Tria is Philadelphia’s original casual wine bar, known for its seasonally curated wine, cheese, and beer program, as well as its focus on conversation, community, and discovery.
Built around small producers and an approachable, educational experience, Tria blends hospitality with culture — offering everything from daily service to classes, tastings, and recurring programming.
The goal was to translate that in-person experience into a digital presence that could consistently support brand awareness, event promotion, and customer traffic.
At the start, content was being posted, but without a clear system, strategy, or connection to business outcomes.
Process & Experience
The first step was identifying that the issue wasn’t content quality — it was lack of structure.
Instead of creating one-off posts, I built a system around repeatable content pillars:
Weekly programming (Happier Hour, Sunday School)
Event promotion (classes, guest instructors)
Evergreen brand content (wine, cheese, atmosphere)
Recap content designed to be reused
From there, I shifted the focus from “posting content” to creating assets with intent. Every piece of content needed to serve a purpose — whether that was driving awareness, engagement, or ticket sales.
I introduced a video-first approach using shortform content:
POV-style videos to simulate the experience
Simple, repeatable concepts that could scale
Strong visual hooks like wine pours and food moments
On the production side, I restructured how content was captured. Instead of shooting randomly, I worked off shot lists tied directly to content needs, allowing one shoot to generate multiple pieces of content.
Finally, I implemented a workflow around planning, scheduling, and publishing so content could be produced consistently without starting from scratch each time.
The Outcome
The result was a shift from inconsistent posting to a repeatable content system that supports the business.
Established a consistent posting cadence
Increased reach through shortform video (2–4x higher than static posts)
Improved engagement across content
Increased visibility of events and weekly programming
Created a clear connection between content and real-world traffic
Beyond metrics, the biggest impact was operational — content became something that could be planned, scaled, and improved over time rather than recreated from scratch.
