15 Sep SA Seafood 2023-24 Annual Case Study
About SA Seafood
SA Seafood, located in the Fiesta Trails Shopping Center at 5222 De Zavala Rd, specializes in quick & hearty seafood options, fried rice, & lo mein. Their unique blend of spices & homemade sauces makes SA Seafood stand out in the oversaturated QSR Seafood market.SA Seafood
SA Seafood
5222 De Zavala Rd #330, San Antonio, TX 78249
(210) 236-7777
Website
Facebook, Instagram, Twitter
Project
Initially, Embark Marketing was contacted by SA Seafood in the summer of 2020, looking for help in all aspects of marketing. After opening in October of 2020, SA Seafood was looking for an extra boost of awareness for their business after the initial buzz of the grand opening had waned. This included strategy development & implementation, content creation, social media management, & paid news segments.
While we have been working with SA Seafood for several years now, for this case study specifically, we will be looking at the annual success of SA Seafood’s marketing strategy from January 2023 to December 2023.
Strategy
Acknowledging the importance of strengthening the brand’s social media presence, we prioritized the need to establish its visual identity, voice, tone, and overall atmosphere. This prompted us to concentrate on crafting compelling and lively content, utilizing high-quality photography and videography that aligned seamlessly with the brand’s existing persona. Furthermore, we implemented a digital advertising plan across Facebook and Instagram to boost brand visibility and showcase significant events.
Social Media Management
Strategy
In continuing to revitalize the restaurant’s social media presence, Embark Marketing concentrated on Facebook and Instagram, deliberately selecting these platforms to engage the local San Antonio community and elevate awareness among locals. A pivotal focus was on shaping the brand’s visual identity and unique voice. This encompassed the creation of compelling content, utilizing top-notch photography and videography to maintain freshness and captivation. Furthermore, a comprehensive digital advertising strategy was deployed across all social media platforms.
Content Creation
After internal research, Embark Marketing determined that the best way to get the greatest engagement for SA Seafood was to incorporate photo & video strategy. Due to videography dominating all social media platforms, we pumped out more video content to stay on top of social media algorithms.
Social Media
With the focus being on Facebook & Instagram, Embark Marketing made its goal to increase overall brand awareness & gain more followers on Instagram specifically. Below you can see our overall improvements & engagements of the local eatery’s social media.
From January 2023 to December 2023, the Instagram following experienced significant growth, by 2,295 users. The engagement level saw a notable increase as well, reaching 98,661, marking a 7.1% rise from the previous year.
What does this mean? As the number of Instagram followers grew, it became apparent that the business was garnering ongoing support from both tourists and locals. This was attributed to our consistent delivery of compelling content, coupled with an increase in the frequency of posts.
In the last year, SA Seafood’s Facebook page gained an additional 2,626 likes.
What does this mean? An increase in followers on Instagram contributed to SA Seafoods’ growth by showing loyalty to the business from previous and new patrons, users are engaging with the content that’s being posted frequently, and it has shown improvement overall in the business.
X (Formerly known as, Twitter)
Although we didn’t prioritize X, we naturally shared content on the platform while posting on other platforms to enhance our SEO efforts.
TIKTOK
The increasing popularity of TikTok inspired us to establish a brand presence. Embark Marketing diligently shared content, typically posting 1-2 times weekly, specifically designed for video formats. As a result, SA Seafood’s followers have grown by 236, garnering a total of 3,546 likes. On average, each video surpasses 1000 views.
Reputation Management
In the realm of food and beverage, it’s imperative for brands to uphold their digital visibility on review platforms like Yelp, Google for Business, and Facebook. A staggering 94% of diners rely on online research, including perusing restaurant reviews, to inform their dining choices, greatly impacting a brand’s SEO standing.
As a popular dining destination for both tourists and locals, SA Seafood consistently receives reviews across various platforms almost every day. Embark Marketing adopts a proactive strategy, promptly addressing both positive and negative feedback to uphold a positive online image. By the conclusion of 2023, the establishment earned a commendable 4.4-star rating on Facebook, a 3.7-star rating on Yelp, and a 4.1-star rating on Google.
Conclusion
Embark Marketing’s continued efforts with this long-term client are still producing results throughout 2023. Our multifaceted marketing approach provides our clients with reliable results & continued expansion of the brand. Do you have a restaurant in need of social media marketing, public relations, or one of our other provided services? Contact us today for a free consultation about your food & beverage concept.