1. TARGET AUDIENCE
GOALS
OBJECTIVES
STRATEGIES
May Social Media Campaign Proposal
The purpose of this campaign is to spread awareness of Pacific
Beach Fish Shop around not only Pacific Beach locals but
neighboring cities. Ideally we want to reach areas such as Mission
Beach and Ocean Beach since they are high tourist areas in the
summer.
 Families, pet owners, male and females aged 21-65.
 Increase restaurant awareness
 Engage customers though social media
 Increase website traffic
 Create Social Media post around graduation, summer
coming, pets, large groups, and being active outside.
 Create unique hashtags and/or use previously used ones to
create customer interaction
 Link website and menu into more social media posts to
draw attention to Website.
 Use Taco Tuesday and Thursday Oysters as a source of
customer engagement (we want to see more people post
during these day).
 Graduation for San Diegans is just approaching and ideally
we want to create a good character for the Fish Shop. Apart
from creating food post, I would create posts congratulating
grads and asking people to tag them. This is an opportunity
to get people into the fish shop and take advantage of the
new reservations service.
 Create unique hashtags that are fun and engaging for
customers. This can be tied in with Taco Tuesday and Oyster
Night. Ideally San Diegans love the beach and summer and
we want to take advantage of that. I would create posts
were we engage and bring people to take pics at the fish
shop after their beach day. Essentially we want us to tell us
a story by their posts.
 Link website to posts prior to Taco Tuesday and Oyster
Night and other events to help customer be more aware of
the food and menu items. This will help making decisions
easier upon making their own creations. If the PBFS
launches and want to promote new summer items, we
would also tie those into our campaign in May and June.