A connected marketing system designed around how SFI's clients actually buy.
SFI Hospitality has built something real. A team that handles every phase of a commercial kitchen project, from the first conversation to the day the kitchen opens. What they deliver is unlike anything a general contractor can offer — and the clubs that have worked with SFI know it.
The gap is that almost none of this comes through online. The website shows equipment categories. The LinkedIn presence is quiet. A contact list built over years is barely being used. The clubs SFI should be hearing from are either not finding them, or landing on the site and not understanding what SFI actually does.
That is the problem this strategy is designed to fix.
"A visitor today cannot tell that SFI handles every phase of a commercial kitchen project. The full picture of what they do is completely invisible."
Nobody in SFI's market wakes up on a Monday and decides to renovate their commercial kitchen. A General Manager starts thinking about it 18 to 36 months before anything happens. The board needs to approve it. The chef needs to be aligned. By the time someone is ready to hire a firm, they have been thinking about it for a long time.
Most marketing is built to convert people quickly. This engine is built differently. It reaches the right people at the beginning of their planning window, builds trust and authority over time, and makes it easy to take the first step when they are ready. Every part of the system feeds the next.
A direct message delivered to SFI's ideal clients on LinkedIn. The goal is one thing: a 30-minute discovery call. This is the front door of the engine.
When they check the profile and the website, what they find confirms they are talking to the right people. The credibility layer that makes the ad land.
A free 30-minute conversation. No pressure. Clarity on where they stand and what a project would look like with SFI involved from the start.
For the clubs that are not ready yet. Monthly touchpoints and search visibility keep SFI's name relevant across the full 18 to 36-month planning window.
Targeted campaigns delivered directly to General Managers, F&B Directors, and Club Managers. Built around a single intent: booking a 30-minute discovery call. The $500 monthly ad budget is split across three campaign types — cold outreach, retargeting, and brand presence.
Two posts per week written in Matthew's voice and published on his personal LinkedIn. Not product posts. Real perspective from someone who has spent over a decade in commercial kitchen consulting. When a prospect checks the profile after seeing the ad, this is what gives them confidence.
The current site shows equipment categories. A visitor today cannot tell what SFI actually does. The rebrand tells the full story, surfaces every service, and ends every page with one consistent call to action: book a free discovery call.
Velora leads the strategy, messaging, and copy direction. SFI's existing vendor handles the build. This is an ongoing collaboration throughout the project, not a one-time handoff.
One send per month to SFI's existing contact list. Consistent, useful, and always pointing back to the same next step. The clubs that are 18 months out today will be ready to call after months of SFI showing up in their inbox with something worth reading.
Traditional SEO ensures SFI is found when someone searches for commercial kitchen consulting. AI readability is the newer layer: when someone asks ChatGPT or Perplexity a question, the answer is pulled from content considered credible and well-structured. SFI already has solid blog content that is not being optimised. We fix that, and build visibility across both search engines and AI tools.
Every lead that comes in through LinkedIn, the website, or the newsletter is captured and tracked in one place. We set up the automations so that follow-up is structured, and the SFI team always knows where every conversation stands.
The $500 monthly ad budget goes directly to LinkedIn. SFI has full visibility into where it goes and what it generates. Velora manages the campaigns but does not take a percentage of ad spend.
The budget is split based on where each campaign type sits in the engine: reaching new people cold, staying visible with warm audiences, and building broader name recognition over time.
The $1,500 monthly fee reflects a significant and consistent scope of work every single month. The table shows what gets done and the time each area genuinely requires.
The website rebrand deserves particular mention. It is a substantial project that involves ongoing strategy sessions, copy direction across every page, and close coordination with SFI's existing vendor throughout the build. That collaboration is included in the monthly fee.
| Scope of work | Hours / month |
|---|---|
| LinkedIn thought leadership, 2 posts per week — researched and written in Matthew's voice | 12 – 16 hrs |
| LinkedIn ad management, targeting, optimisation, and reporting | 4 – 6 hrs |
| Newsletter — strategy, writing, and deployment | 4 – 6 hrs |
| SEO and AI readability — content optimisation and structure | 4 – 6 hrs |
| Website rebrand — strategy, copy direction, and vendor coordination | 8 – 12 hrs |
| HubSpot setup, lead tracking, and automation | 2 – 4 hrs |
| Monthly strategy call and performance review | 1 – 2 hrs |
All services above. Active management, writing, strategy, and coordination every month.
Billed directly to SFI's LinkedIn account. Full transparency on where every dollar goes.