Social media marketing proposal
101 Reasons to Come Back
A 3-month content plan to make 101 Heritage the kopitiam Sri Petaling talks about.
Prepared by Steppe Creative Agency · October 2026 · use ← → or swipe
Where you are today
A new name on a very busy street
Sri Petaling outlet opened, about two months of trading
Café · Kopitiam · Tong sui under one roof
From soft-boiled eggs to the Big Breakfast
What the brand already has
- A clear idea: “Traditionally Modern”. Hot cham and nasi lemak next to yuzu matcha with flower petals
- A strong, ownable logo and colour: the coffee bean inside 101
- Early diners describe it as cosy and say they will return
What is still missing
- Very little footprint online so far: we found one blog review and no food-guide features
- No single dish people name when they say “101 Heritage”
- No content rhythm that gives people a reason to come this week
What this proposal sets out to do
Three jobs for the next 90 days
Month 1
Make people in Sri Petaling, Bukit Jalil, OUG and Kuchai Lama recognise the name and the logo.
Month 2
Give 101 Heritage two or three signature orders people ask for by name.
Month 3
Turn first visits into a habit: breakfast, tea time, tong sui after dinner.
Competitor study
Who 101 Heritage shares the street with in Sri Petaling, and where the open space is.
Sri Petaling landscape
Full of brunch and dessert, short on heritage
Of 25 cafés in the most-cited local guide to Bandar Baru Sri Petaling, only one is positioned on Nanyang or kopitiam heritage.
- The Jalan Radin grid is dominated by western brunch, specialty coffee and dessert bars
- Kopitiam players are either old-school noodle shops or morning-only stalls
- Parking is the most repeated complaint across reviews of the area
- The best-known tong sui shop nearby is now listed as permanently closed
25 listed Sri Petaling cafés by concept
Our classification of KL NOW's “25 Must-Try Cafes in Sri Petaling”. Not exhaustive; it shows how the area is perceived.
Competitor snapshot
Six names a diner weighs you against
Tap a card to flipIpoh-style nostalgic kopitiam
Yitcha Kawkaw Kopitiam
Curry noodles, Hakka noodles, kaw kaw coffee.
4.5★ from ~980 Google reviews. Fast service.
Opening for 101 Heritage
Noodle-led and traditional only. No modern drinks, no tong sui.
Value morning kopitiam
Good Morning Kopitiam
Nasi lemak ayam goreng, sets RM7.90–20.90.
3.9★ from ~135 reviews. Big portions, low prices.
Opening for 101 Heritage
Shuts at 2:30pm and is open-air. No tea-time or evening trade.
Kopitiam with modern touches
Foo Fee
Braised pork rice, kaya toast, MK iced.
Spacious, good-value sets.
Opening for 101 Heritage
Closest in concept. Win on brand story and visual identity.
Hainanese nostalgia
Wayne's Cafe
Chicken chop, roast pork, fried noodles.
Long-standing heritage name.
Opening for 101 Heritage
Dated presence. Little appeal to younger café-goers.
Specialty coffee
103 Coffee / Ting Roastery
Hand-crafted coffee, latte art, Japanese-inspired food.
Destination brand with coffee credibility.
Opening for 101 Heritage
Higher price point and no local comfort food.
Brunch & dessert
Soft Launch Cafe
Cheesecakes, waffles, soft serve. Pet-friendly.
Photogenic, strong with the young crowd.
Opening for 101 Heritage
No heritage, no rice or noodle meals.
Ratings and details from public listings and food guides, October 2026. Social-media audit of each competitor to follow in onboarding week.
Positioning map
The open space: heritage food, modern café
Tap any dotSelected
101 Heritage
The only one sitting fully in the top-right corner: real kopitiam food in a modern café setting, plus tong sui for the evening. This is the position to defend.
- Modern cafés here do not serve heritage food. Heritage shops do not offer a modern café experience.
- Content must prove both halves on every post: real kopitiam craft, shown in a modern way.
Placement is Steppe's judgement from public reviews and menus, not measured data.
What we take from the study
Four gaps 101 Heritage can own
The all-day gap
Morning kopitiams close by mid-afternoon. 101 Heritage runs into the evening, so content sells tea time and after-dinner tong sui as much as breakfast.
The tong sui gap
With the area's known tong sui shop listed as closed, there is room to become the default answer to “where to go after dinner”.
The brand gap
Heritage competitors are low on visual identity. A consistent maroon-and-cream look makes 101 Heritage recognisable in one second on a feed.
The three-generation gap
Brunch cafés suit the young; noodle shops suit the parents. A menu with both lets one table satisfy grandma, parents and kids.
Customer avatars
Three people we are making content for, and what gets each of them through the door.
Content strategy
Brand voice, the big idea, content pillars and how each format will look and sound.
Brand voice
The neighbour who knows good food
Warm, not formal
We say
“Come, sit. Your cham is on the way.”
We avoid
“We cordially invite valued patrons…”
Proud, not preachy
We say
“Kaya made the slow way. You can taste it.”
We avoid
“The most authentic kopitiam in KL”
Playful, not gimmicky
We say
“Reason #12: petals in your matcha. Why not?”
We avoid
Forced slang and trend-chasing memes
Language: Mandarin-led voiceover and captions with English alongside, the way Sri Petaling actually speaks. Kopitiam words stay as they are: cham, kopi-o, kaw, tong sui.
Captions: a short first line that names the food, one line of story, one clear action.
The big idea
101 Reasons
Every piece of content is one numbered reason to visit 101 Heritage. The name becomes the campaign, and the campaign never runs out.
- Turns the brand name into a format people recognise and wait for
- Each reason is small and specific, so it is easy to film and easy to believe
- Customers can add their own reason, which gives us user content and reviews
- “Kopitiam 101” gives the name a second use: short guides for first-timers
Reason
The cham comes less sweet, the way you would order it anyway.
Example reasons, built from items seen in public reviews.
Content pillars
Five pillars, weighted for a new outlet
Signature Cravings
Hero food and drinks shot to make people hungry.
Nasi lemak chicken berempah, Big Breakfast, cham, tong sui
Heritage Craft
How it is made and why it is done the old way.
Kopi brewing, kaya, eggs, rempah
Kopitiam 101
Saveable guides for first-timers.
How to order kopi, parking, hours
Reasons to Come Now
Sets, new items, festive and tea-time offers.
Weekday sets, seasonal specials
Neighbours & Regulars
Faces, reviews and customer reasons.
Across 24 posts: roughly 8 Signature Cravings, 5 Heritage Craft, 4 Kopitiam 101, 5 Reasons to Come Now, 2 Neighbours & Regulars.
Content direction · video
Four reels a month, four formats
The Crave Shot
15–20s. Macro, steam, pour, crack, pull. Sound-on ASMR, almost no talking.
Hook: the most satisfying second goes first.
Order This
20–30s. “First time here? Order these three.” Fast cuts, on-screen prices.
Hook: a direct question to the viewer.
Hands & Craft
25–35s. Behind the counter: brewing, grilling, stirring. Staff voiceover.
Hook: “You have never seen kaya made like this.”
Real Reasons
20–30s. Customers and staff give their reason number. Unscripted.
Hook: a face and a strong first line.
House rules for every reel: 9:16 vertical · hook inside the first 2 seconds · Chinese and English subtitles burned in · the 101 logo and reason number on the end card · location tag “101 Heritage, Sri Petaling”.
Creative references · video
Five reels that show the feel we are after
Order This · day to night
Split screen from 11AM to 8PM. Our version: breakfast kopi to after-dinner tong sui.
Crave Shot · texture
Macro pour and colour with almost no words. Our version: the cham pull.
Hands & Craft · kitchen
Hands, heat and prep cut fast. Our version: toast, eggs and sambal being made.
Real Reasons · people
A grid of staff, place and plates. Our version: the 101 team and regulars.
Offer · all-day breakfast
Food-first promo with one clear line. Our version: weekday and tea-time sets.
Reference only: work by other brands, shown for style and pacing. All 101 Heritage content will be original.
Content direction · static
Four statics a month, four jobs
Tap a format to previewSignature
The one to order first.
101 heritage · Sri Petaling
Layout sketch, not final artwork
Creative references · static
Static moodboard
Hover or tap to enlarge
What we take
Warm reds, browns and ambers. One hero per post. Real texture up close. Type that feels hand-made, never crowded.
Reference only: work by other brands, shown for style direction. All 101 Heritage artwork will be original.
Creative moodboard
The look and feel that makes a 101 Heritage post recognisable before the logo appears.
Moodboard · look and feel
Kopitiam warmth, café polish
Tap a colourMaroon and cream come from the logo and carry about 80% of every design. Gold and pandan are accents only.
Typography
A warm serif for numbers and reasons. A rounded sans for body that echoes the lowercase “heritage”. Chinese: clean 黑体 for body, 宋体 for accents.
Texture and props
- Marble tabletops, rattan chairs, terrazzo and mosaic tile
- Green-floral kopitiam cups beside clear modern glassware
- Steam, drips and crumbs left in: food that looks eaten, not staged
Reason
Soft-boiled eggs, timed to the second.
101 heritage · Sri Petaling
Moodboard · shot direction
Six frames we will shoot again and again
The Pull
Cham poured from height in morning window light. Slow motion, tight on the stream.
The Crack
Soft-boiled eggs opened into a saucer, soy and pepper falling. Top-down.
The Press
Kaya butter toast pressed and pulled apart. Macro, shallow focus.
The Spread
Nasi lemak and breakfast sets filling a marble table, hands reaching in.
The Contrast
Old cup and new glass side by side: hot cham next to yuzu matcha.
The Table
Three generations sharing tong sui. Warm evening tones, candid, no posing.
Lighting: natural and warm, never flat white. Grade: slightly lifted shadows, rich browns and reds. Illustrations stand in for reference photos, to be pinned at kickoff.
The 3-month plan
24 pieces of content: 12 videos and 12 statics, eight posts every month.
Roadmap
Three months, three jobs
Month 1 · Awareness
- Introduce the brand and the 101 Reasons format
- Establish the signature orders
- Remove friction: hours, location, parking
We measure
Reach and video views in a 5 km radius
Month 2 · Consideration
- Old-versus-new contrast content
- Saveable Kopitiam 101 guides
- Weekday and tea-time reasons to visit
We measure
Saves, shares and profile visits
Month 3 · Repeat & advocacy
- Founder and kitchen stories
- Festive and group-gathering sets
- Customer reasons, reviews and loyalty
We measure
Google reviews, tagged posts and repeat visits
The plan · 4 videos + 4 statics a month
What we post, month by month
Proposed topics based on publicly visible menu items. Final topics, offers and prices confirmed with you each month before shooting.
Posting rhythm
Two posts a week, when people plan to eat
- Video on Friday evening, when people decide their weekend makan plans
- Static on Wednesday to stay visible mid-week and push weekday sets
- Posting times adjusted after month 1, once we see when followers are active
How each month runs
Week 0 · Content calendar and scripts sent for approval
Shoot day · One on-site shoot covers the month's 4 videos and photos
Edit · Drafts shared for one round of feedback before scheduling
Publish · Posted to Instagram and Facebook, cross-posted to TikTok
Month end · Performance report and next month's adjustments
Measurement
How we will know it is working
Awareness
Reach and video views among people within 5 km of the outlet
Meta Insights
Interest
Saves, shares, profile visits and follower growth
Meta Insights
Intent
Direction requests, calls and searches on Google
Google Business Profile
Advocacy
New Google reviews, average rating, tagged posts and stories
Google and Instagram
We set numeric targets together in week 2, once we can see the real starting point on the page and Google profile.
Recommended add-on
A small boost budget
A new outlet has few followers, so organic posts alone reach few people. A monthly boost puts the best video in front of everyone within 5 km.
- Boost the top reel each month
- Target Sri Petaling, Bukit Jalil, OUG, Kuchai Lama
- Run by our Meta-certified team
- Budget separate from the content fee
Scope of work
What 101 Heritage gets every month
posts per month
short-form videos
static posts
pieces over 3 months
Included
- Monthly content calendar, scripts and captions in Chinese and English
- One on-site shoot day per month with our production crew
- Editing, subtitles, design and scheduling
- Publishing to Instagram and Facebook
- Monthly performance report and review meeting
What we need from you
- Admin access to the Instagram, Facebook and Google Business profiles
- One contact person for approvals, with a 2-working-day turnaround
- Food, staff and outlet availability on shoot day
- Advance notice of new items, promotions and festive menus
Why Steppe
A full team that has grown local brands
people in-house: strategy, content, production and ads
outlets: XG Group's growth while working with us
branch opened by One Plus Optical during our engagement
Meta-certified, with F&B experience
Steppe is a Meta-certified full-service marketing and content production agency based in the Klang Valley. We plan, shoot, edit, publish and report under one roof, so 101 Heritage deals with one team from idea to result. Brands our team has worked with include Uniqlo, J&T Cargo and Cuckoo.
Next steps
Let's start with Reason #01
Confirm
Agree the scope and the 3-month start date.
Onboard
Share page access; we taste the menu and audit the accounts.
Plan
Month 1 calendar and scripts delivered for approval.
Shoot
First shoot day at the outlet. First post goes live that week.
Tap the cake
Chris Wong · Steppe Creative Agency
Thank you. We would love to tell the 101 Heritage story with you.