01
Content with character
Social posts and captions that sound like your business. A considered visual style, a useful message, and a reason to stop scrolling.
SOCIAL CONTENT / COPYWRITINGLAKE MINNETONKA, MINNESOTA
Good businesses
deserve to
be seen.
Thoughtful marketing for the places
that make our community, our community.
INDEPENDENT BUSINESSES. INTENTIONAL CONTENT.A fresh perspective ↓
ROOTED HERE. MADE FOR YOU.
AT HOME AROUND THE LAKE
Wayzata · Excelsior · Mound · Minnetonka · Orono
01 / WHAT WE DO
You run a good business.
Let’s make it known.
You have customers to look after and a business to run. Keeping your marketing fresh shouldn’t become another full-time job.
Slate & Shore turns what makes your business special into clear, consistent content—so showing up online feels a little more like you.
02
A stronger local presence
Google Business Profile updates that keep your offers, news, and seasonal moments in front of people exploring your business.
GOOGLE UPDATES / LOCAL MESSAGING03
A plan, not a scramble
A practical calendar and campaign ideas that give every post a purpose. Know what’s coming next, with content ready to review.
CONTENT CALENDARS / CAMPAIGNS02 / A SENSE OF THE WORK
Small business.
Distinctive presence.
Three creative directions, made to show what’s possible.
Illustrative concepts · fictional businesses · not client results
BAY TABLE
Sunday, unhurried.
GOOD THINGS, CLOSE TO HOME.CONCEPT STUDY / 01
Give a neighborhood restaurant a recognizable weekend ritual.
“A slower Sunday starts here. Gather your favorite people, settle into a window seat, and make brunch the plan.”
- THE DELIVERABLES
- A hero social post, supporting caption, and Google Business Profile update.
- THE THINKING
- A consistent invitation and a clear reservation prompt, adapted to the restaurant’s actual menu and booking details.
03 / LOCAL BY NATURE
A local perspective.
A personal approach.
I’m Jack Farinella, the person behind Slate & Shore. I’m a University of Minnesota student studying marketing, with hands-on experience working in local restaurants and service businesses.
I’m building this studio around a simple idea: independent businesses deserve thoughtful marketing and a straightforward person to work with.
You work directly with me—from the first conversation to the final caption. Clear scope, useful work, and no disappearing behind agency jargon.
Jack Farinella FOUNDER, SLATE & SHORE
04 / SIMPLE FROM THE START
A little conversation.
A clear way forward.
Listen
Tell me about your business, your customers, and what you wish your marketing did better.
Make a plan
We agree on the deliverables, timeline, and price. You share your photos, offers, and business details.
Create & refine
I build your content, you review it, and we make one focused round of revisions.
Ready to share
You get an organized, ready-to-publish package and a calendar showing what goes where.
05 / A GOOD PLACE TO START
Small commitments.
Well-defined work.
Start with one month of content.
Keep going if it feels like a fit.
The First Chapter
$250 / one time
A 30-day content plan to give your business a fresh starting point.
- 8 social posts with captions
- 4 Google Business Profile updates
- One monthly posting calendar
- One promotion concept
- One consolidated revision round
A Steady Presence
$350 / month
A consistent rhythm of content, with a familiar person behind it.
- 8 social posts with captions each month
- 4 Google Business Profile updates
- A fresh monthly posting calendar
- One seasonal promotion concept
- One revision round + a monthly check-in
Both packages use your existing photos and business information. You approve and publish the content. Photography, video, ad spend, daily account management, and website development are not included. USD pricing.
Have something else in mind?
A seasonal launch, a special event, or one campaign. Let’s talk scope.
A FEW GOOD QUESTIONS
Before we
get started.
Who is this for?+
Independent restaurants, cafés, shops, and service businesses around Lake Minnetonka that want a more consistent online presence. If your project falls outside that scope, we can discuss whether it is a fit.
Do I need professional photos?+
No. Clear, well-lit photos you already own can be a useful starting point. We’ll review your materials before agreeing on the work. New photography and video production are not included.
Will you post everything for me?+
The listed packages provide ready-to-publish files, captions, and a calendar. You keep control of your accounts and publish after approving the content. Posting support would need a separate agreement.
How quickly can we start?+
We’ll confirm availability and a delivery date in the proposal after reviewing your goals and materials. There is no payment or commitment required to send an inquiry.
Can you guarantee more sales?+
No. Content can support a clearer, more consistent presence, but sales depend on your offer, demand, operations, and other factors. I won’t promise a revenue result or search ranking.
Are the businesses in your portfolio real clients?+
The three concepts above are fictional sample campaigns, created to demonstrate style and thinking. They are not client engagements or claims of measured results.
LET’S MAKE SOMETHING GOOD
Your next chapter
starts with
a hello.
Tell me a little about your business.
We’ll see what makes sense, together.
Based around Lake Minnetonka.
Built on real conversations.