Case Study

STRATEGIC COMMUNICATIONS

• SMC’s account management team plans and executes seasonal and one-of-a-kind promotional campaigns designed increase brand recognition and engage Tacofino fans while maximizing media exposure for the restaurants and delivering value-added ROI to the client;

• SMC conducts weekly media monitoring, competitor analysis and trend reporting to monitor consumer sentiment and stay one-step ahead of rival restaurants;

• As part of a long-term strategic vision, SMC also develops annual promotional calendars, campaign-specific work-back schedules and detailed reports to track KPIs for the client and stakeholders.

MEDIA RELATIONS

With an extensive and growing network of industry contacts, SMC maintains and nurtures authentic relationships with traditional journalists, television anchors, radio personalities, food and lifestyle bloggers and social influencers on behalf of Tacofino in order to increase visibility for its restaurants and food trucks in the Vancouver market and beyond.

Ongoing strategic media relations activities include:

• Development and distribution of press releases and targeted pitches to secure high-profile placements for Tacofino in traditional and emerging media outlets on a local, national and global scale. Press highlights include The New York Times, Dezeen Magazine, enRoute, Vancouver Eats Cookbook and The Globe and Mail.

• Working with high-profile talent on influencer marketing campaigns and collaborations;

• Pitching, scheduling and providing on-site support for earned TV segments on major broadcast networks such as Global News, CTV Morning Live and CBC News.

• Coordinating and staffing hosted media lunches and dinners for top-tier local, national and international journalists;

• Preparation of speaking notes, media training and talent management for key restaurant staff for personal appearances and endorsements;

• Crisis communication planning for internal and external stakeholders.

SOCIAL MEDIA MANAGEMENT

SMC’s in-house roster of social media managers, photographers and copywriters have worked closely with the Tacofino team to craft a distinct identity for the brand, developing a unique tone of voice and a highly curated visual aesthetic that embodies the youthful, laid-back and socially conscious ethos of the restaurants and their staff. Since taking over social media management for the client in February 2016, SMC has grown Tacofino’s Instagram account (the brand’s largest social platform) to more than 37,000 followers.

Day-to-day social media management includes:

• Content creation, curation and scheduling for Tacofino’s three main social platforms: Instagram, Facebook and Twitter;

• Multi-platform community management to provide feedback on comments from followers, answer questions, and engage and grow Tacofino’s online community;

• Liaising with management teams at multiple Tacofino locations and food trucks to prepare of-the-moment content and communicate timely information such as daily specials and restaurant closures;

• Implementation and benchmark reporting for paid advertising campaigns;

• Trend monitoring and forecasting;

• Long-term strategic planning, content calendar creation and budgeting across all social platforms.

PHOTOGRAPHY

SMC’s in-house creative team conducts regular photoshoots at each of Tacofino’s Vancouver locations and mobile food trucks, capturing custom imagery of menu offerings, interior and staff in order to produce high-quality, professionally edited imagery for promotional campaigns, social media platforms and editorial requests.

EVENT PLANNING

Over the years, SMC has worked with the Tacofino management team to design, promote and execute numerous opening parties, sold-out beer dinners, charitable initiatives, holiday themed activations and many more memorable events to keep the restaurant top-of-mind throughout the year. From managing ticket sales and working with vendors to packaging gift bags and securing top-tier media guests, our team acts as an in-house event planning agency for the client — delivering fun, unforgettable experiences for consumers and media.

Highlights:

• Restaurant Openings: Media and industry launch events for Tacofino’s Yaletown, Oasis, Ocho and Kitsilano locations;

• Seasonal Events: Commissary Beer Dinner Series, Pride Celebrations, National Taco Day, National Margarita Day, Anniversary Parties;

• Special Initiatives: ‘Random Acts of Tacos’ charity giveaway, Superflux ‘Diablo Cookie Porter’ collaboration, Shift Change industry panel, Tacofino Hiring Fair.