a social media campaign
TRANSCRIPT
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#pokeSJ:A Social Media Campaign
for Fresh Catch PokeCreated by Alexis Crase, Ryan Alpers, Anissa Sanders,
Kimberly Tran & Jennifer Vasquez
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The TEAM
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.
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the Story Behind Fresh catch
James Nguyen, a financial analyst at
Cisco Systems, Inc., wanted more
out of life than career crunching numbers all day,
everyday.
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& the Inspiration
After spending a week in Hawaii with
his restaurateur cousin, Nguyen
found the inspiration he was
searching for.
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Why fresh catch?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.
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Our Goal starting out for Fresh CatchOur 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
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“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”
Target Customers
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our Narrative
Fresh 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.
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Influencers:
Health, Local,
FoodIES, FOOD TruckS
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HEALTH local Foodie FOOD TRUC
KS
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You gotta have a 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 provided by the person assigned to that day.
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Why #pokeSJ?
We chose #pokeSJ based on the following:
Product: Poke
Location: San Jose
Target consumer: Young Professionals
Bonus: The owner liked it.
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Let’s See
Some Conten
t!
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We Felt Like We Were Doing Pretty Good!
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We got FIRED
But then, out of nowhere...
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We Kept Swimming!
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.
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OuR Private FaceBook Page
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Lessons Learned
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