tres marias social media strategy and plan

Cupcakes to ContentHow 4th Street Garage Baked

Tres Marias & A Blessing Into A Media Brand

AARON KRIMETZ COMMUNITY MANAGER

ANJELICA CATTIVERA CREATIVE DIRECTOR

DENISE PEREZ ACCOUNT MANAGER

SHIVA KHALES COMMUNITY MANAGER

QUINTON CRANFORD SOCIAL MEDIA ANALYST

We love helping our clients share their story about where they came from, because after all, some of the best companies started off in the garage of a

visionary’s home.

Creating Cupcake Cravings Around The Bay4th Street Garage

Inspired by my three daughters and son, thus Tres Marias and a Blessing, I've always been delighted at having an opportunity to celebrate life's special occasions with family and friends. Planning and envisioning a theme or menu and seeing it come to fruition always brings me such joy. The icing on the cake is witnessing the joy on our children's faces as they are immersed in the moments that shape their childhood memories.

Whether it be a new combination of food, flavors and scents or a new artful way of presenting an array of floral interpretations or delectable dessert creations, celebrations are an opportunity to create memories.

“

”–INGRID ACLAN, FOUNDER

Tres Marias & A Blessing attracts family oriented men and women who are enthusiastic about food and baked goods.The ideal Tres Marias customer enjoys

visual presentation of foods and has an incurable sweet tooth.

At Tres Marias, Every Customer Is A BlessingTargeting the Foodies

INCUREABLE SWEET TOOTH

MAN OR WOMAN

FAMILY ORIENTED

FOOD ENTHUSIAST

VISUAL

20-45 YEARS

It’s Not Always Icing On The CakeCupcakes to Campaign

Increase Tres Marias & A Blessing’s Social Media Presence to create brand awareness, brand loyalty, and brand identity.

Tres Marias had little to no engagement on Facebook due to inconsistent posting of content. Tres Marias also did not take advantage of Twitter to engage with other followers.

Become more than a baked goods and table styling company by creating lifestyle and culture behind the brand. Use the lifestyle to create engagement and reliability with customers by creating consistent production of content. Strengthen the Tres Marias community.

The Challenge

The Opportunities

The Strategy

Four Ingredients That Make Up The Content Theme CakeThe Content Cake

Moments about cooking and baking with the Tres Marias Family.

Content shows lifestyle behind Tres Marias while including events and recipes.

Event coverage of Tres Marias catered events. Shows baking items she makes and also table styling.

This shows the consumer what Tres Marias offers.

DIY products done with blessings that inspire the Tres Marias brand.

Posts like this involve consumer engagement and are valuable to our consumer base.

Food industry news that Tres Marias consumers find interesting. Contains restaurant reviews and food news pertaining to the Bay Area.

Family Blessings Events / Products Diy / Trespiration Industry News

Tres Marias Inside and Outside of The KitchenInstagram

Re-baking The Tres Marias Identity. In order to re-establish Tres Marias as a brand, a separate Instagram account, aside from Ingrid’s personal account was created.

Using The Content Theme Cake. As part of building the Tres Marias lifestyle and culture, content themes were used when curating images to post to Instagram. Posts included images about of Tres Marias products, as well as life outside of the kitchen.

Tres Marias Lifestyle & Culture. For lifestyle images, the eyes tend to be more attracted to overexposed, light-filtered photos, as compared to dark, unfiltered photos. All pictures used VSCO’s HB1 Filter to ensure consistency.

It’s Dessert O’Clock Somewhere. To ensure customer reach and engagement, posts were scheduled around peak posting times.

Making Tres Marias & A Blessing Come AliveFacebook

When posting updates and photos to Facebook, it’s important to understand what consumers find most interesting and inspiring. Facebook allows brands to engage with consumers on a more

personal level.

Just As Authentic As Grandma’s Cookies. Share what is genuinely exciting to the business and consumers will respond with the same excitement.

Don’t Deflate The Soufflé Show that the business cares and listens to customers by responding back to comments. If more time is needed to respond, inform the customer that the situation is being looked into.

The Cookie Jar Is Never Empty. Posting consistently provides more opportunity to connect with individual customers to build trust. Therefore, setting a schedule maximizes the team's effort to provide regular updates/posts.

Always Preheat The Oven. By replicating successful posts that receive more engagement, it facilitates more promotion within the business.

The Perfect Platform for A Tres Marias PartyTwitter

Unlike Facebook and Instagram, it’s hard to over-post on Twitter. Directly reaching out to followers, influencers, even competitors isn’t frowned upon or seen as “weird.” It’s practically encouraged. From a branding standpoint,

it’s the platform that allows you to find your voice, because just saying what you should say won’t always cut it.

Bacon, Eggs, and Hashtags. Use of relevant hashtags to boost meaningful impressions became a point of emphasis

The Recipe for Tres Tweets. Light-hearted and appropriate copy, peppered with humor and topical mainstream content

Sugar, Spice & All Things Nice. Tweets were themed around: DIY, Food Faves, Food For Thought, and Products/Services

Reciprocate The Flavor. Interact with influencers who engage with @TresMariasParty. Share articles and tweets from other users through retweets and favorites to encourage reciprocative relationship

A Bite of Tres In Your Very Own KitchenWordpress

Social media channels have made making small connections and basic engagements a thing of ease. However, most “followers” have been bred to only care about posts they can read between blinks, while more meaningful posts go unnoticed. The great thing about the blogosphere is that the people who are reading your content actually care about what you have to say. The Tres Marias Party blog allowed us to show our audience more of what we’re really about.

Emphasis on unique Tres Marias DIY projects

Descriptive, conversational tone to go with high-quality imagesIncorporated a more detailed,

transparent bio of the company

Promoted social media on blog, promoted blog on social media

Why Have Numbers When You Can Have Cupcakes?Tres Marias Analytics

Facebook EngagementPOST AMOUNT

ENGAGEMENT

POST AMOUNT

ENGAGEMENT

The following chart shows TresMariasParty Facebook Timeline from March to May, totaling 93 posts. This chart shows many peaking points which represent popular days and times.

POSTS


ENGAGEMENT


247 298STARTING FOLLOWERS

15.8 16.8 18%

ENDNG FOLLOWERS

AVERAGE LIKES PER POST

AVERAGE ENGAGEMENT PER POST

ENGAGEMENT PERCENT BASED ON FOLLOWERS

Best Day to Post - No common trend Best Time to Post - 9am & 5pm Highest Engagement - In correlation with content relating to cookies and/or nutrition.


POSTS


ENGAGEMENT

POST AMOUNT

ENGAGEMENT

Twitter Engagement

The following chart shows TresMariasParty Twitter Timeline. This shows the accounts activity from March – May 8th, totaling to 99 posts. The highest peak was mid-March followed by the end of April.

The posts that received the most engagement were food related and primarily created by Tres Maria.


2 20STARTING FOLLOWERS

1.8 2 10%

ENDNG FOLLOWERS

AVERAGE LIKES PER POST

AVERAGE ENGAGEMENT PER POST

ENGAGEMENT PERCENT BASED ON FOLLOWERS

Best Day to Post - No common trend Best Time to Post - 9am 12pm and 5pm Highest Engagement - In correlation with content relating to cookies and/or nutrition.

–TRES MARIAS & A BLESSING

Memories are made with little details that all come harmoniously together to create a sensory scene, enlivening the spirit & awakening the mind.

“

”

tres marias social media strategy and plan

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