#pokeSJ:A Social Media Campaign

for Fresh Catch PokeCreated by Alexis Crase, Ryan Alpers, Anissa Sanders,

Kimberly Tran & Jennifer Vasquez

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.

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.

& the Inspiration

After spending a week in Hawaii with

his restaurateur cousin, Nguyen

found the inspiration he was

searching for.

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.

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

“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

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.

Influencers:

Health, Local,

FoodIES, FOOD TruckS

HEALTH local Foodie FOOD TRUC

KS

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.

Why #pokeSJ?

We chose #pokeSJ based on the following:

Product: Poke

Location: San Jose

Target consumer: Young Professionals

Bonus: The owner liked it.

Let’s See

Some Conten

t!

We Felt Like We Were Doing Pretty Good!

We got FIRED

But then, out of nowhere...

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.

OuR Private FaceBook Page

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