A Social Media Campaign
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This document outlines a social media campaign created by a team of students for the poke food truck "Fresh Catch Poke" in San Jose, California. The team developed goals and target customers for the campaign, created sample social media posts and graphics, and established a posting schedule. However, they were later "fired" from the campaign. They continued posting privately to evaluate their work and learn lessons to improve future social media strategies.
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A Social Media Campaign
- 1. #pokeSJ: ASocialMediaCampaignforFreshCatchPoke Created by Alexis Crase, Ryan Alpers, Anissa Sanders, Kimberly Tran & Jennifer Vasquez
- 2. TheTEAM Ryan Alpers High School Journalism advisor, masters student, writer of words. Alexis Crase Communications professional, masters student & fashion blogger who wants to work in social media. Anissa Sanders East Coast born, West coast living. Aspiring PR professional and pizza connoisseur. Jennifer Vasquez Aspiring marketing and advertising professional. Sports & concert goer. Kimberly Tran Future PR professional, animal lover, bookworm, food and wine enthusiast.
- 3. theStoryBehindFreshcatch James Nguyen, a financial analyst at Cisco Systems, Inc., wanted more out of life than career crunching numbers all day, everyday.
- 4. &theInspiration After spending a week in Hawaii with his restaurateur cousin, Nguyen found the inspiration he was searching for.
- 5. Whyfreshcatch? Fresh Catch was a new local business. They opened in 2015 and had less than 20 posts with graphics by September 2016 on their Facebook. They had only a handful of posts on their Twitter feed.
- 6. OurGoalstartingoutforFreshCatch Our Target Customer: Tech workers Young professionals Bay Area locals Healthy eaters Our Plan to Reach That Customer: Social media Creative/Engaging content Informational Facebook & Twitter
- 7. “Peter” Software Engineer 29. Looking for the next cool toy. Goes out to eat everyday with co-workers. College Student 22. Spends most of her time at school and working out, eats healthy and enjoys traveling. Marketing Director 33. Always on the go and not enough time to prepare lunch or dinner. Valet Attendant 25. Enjoys spending time with friends and trying new food trucks. “Ashley” “Cameron” “Jimmy” TargetCustomers
- 8. ourNarrativeFresh Catch Poke is a food truck dedicated to bringing the Bay Area a taste of traditional Hawaiian poke. It blends modern Hawaiian, fresh preparation, and an artful balance of Pacific Rim flavors for the perfect poke bowl. Brought to your party, park, or parking lot, Fresh Catch Poke serves sophistication on your lunch hour, or any hour. That’s the freshness of Fresh Catch Poke. Ideas Invoked: New rain. The crack of vegetables straight from the earth. The spray of salt from the wave crashing over the bow of the boat at it churns into the harbor. Rinsing off after you get out of the ocean.
- 10. HEALTH local Foodie FOODTRUCKS
- 11. Yougottahavea P.O.A. Who, What, Where & When We decided that our post copy would be written/created by every Saturday for the following Sunday-Thursday. We also agreed that everything would be added to the group calendar. ● Monday: Anissa posts to Twitter & Facebook ● Tuesday: Jennifer posts to Twitter & Facebook ● Wednesday: Kimberly posts to Twitter & Facebook ● Thursday: Alexis posts to Twitter & Facebook ● Friday: No posts ● Saturday: No posts ● Sunday: Ryan posts to Twitter & Facebook Each day, Kimberly handled posting the material
- 12. Why#pokeSJ? We chose #pokeSJ based on the following: Product: Poke Location: San Jose Target consumer: Young Professionals Bonus: The owner liked it.
- 17. WegotFIRED But then, out of nowhere...
- 18. WeKeptSwimming! We created a closed Facebook Group in order to continue posting. We have continued to adapt our post copy & images in order to create content that is effective in communicating the Fresh Catch Poke narrative.
- 21. LessonsLearned Better communication with business owner Weekly meetings or more frequent email communication Creating sample posts in advance in order to have a more cohesive vision Find a more predictable business, or learn to adapt Food trucks are constantly moving Fresh Catch didn’t always have public events or even events on every given week Find something relatable, or better learn the product Some members never (and still haven’t) tried poke Lack of knowledge of the industry was reflective in our posts
Editor's Notes
- Talk about while he was analyzing and managing business accounts for others, he realized he could use his business smarts to make himself more money. Work towards a better life, better future, retirement.
- James realized that with the help of his cousin, he can become successful investing in the food business. He decided to go with poke. It’s popularity was growing in the United States at the time. All the poke places in the states were brick and mortar places, his would be the first poke food truck.
- How did we get the target market. Why are they our target market. How do we reach out to them and how do we do it.
- What our ideal target market would look like
- By dividing influencers into four categories, we recognized that Fresh Catch Poke has a wide customer base and many ways to find that customer base. The Bay Area is a big place, but these influencers were selected to be the vehicle for reaching those who did not know Fresh Catch Poke, but should.
- GRAPHIC OF INFLUENCERS - Talk about why each influencer was chosen
- Content slides make white background and then expand the images to that you can see the screen shots
- Perspective of someome reading the slides without the prsentation in front of them; like a story book ; headlines; more visuals; personal preferences, no drop shadows, images on a slide are a full bleed; part of the requirement is to export as PDF and upload to slideshare; recommended to upload to personal slideshare account and then the it is linkedin
- Think about creative titles; how can you get outside of the box and still show us what is the main takeaway? Suggestions: get this presentation done this week so that we can assign slides; next week meet maybe once before to practice transitions; use the second half to finish the final exam;;;