Philz Coffee

D O W N T O W N S A N J O S E

Meet the Team Elena Lomeli – Community Outreach •  Interview customers •  Capture community moments

Patricia Tsai – Community Manager •  Analyze customer demographics •  Research data regarding coffee and Philz SJ

Meet the Team Taylor Torregano – Videographer •  Record interviews with baristas •  Edit videos for high sound and visual quality

Jenna Suhl – Graphic Designer •  Create graphics for promotional items •  Snap photos of the Philz SJ location

Meet the Team Puja Malhotra – Content & Media Editor •  Content creation and curation •  Develop visual content ideas and copy •  Engage with online community

Marisa Kwan – Content & Media Editor •  Visual content editing •  Copy development •  Community management

The Creative Process M E E T I N G T H E P H I L Z S J C R E W

-Nick Taptelis, Owner of Philz Coffee SJ  

Philz doesn’t do social media to

make more money, we do social media  to keep in touch with our fans.  

We need to communicate

-Arielle Avalos, Philz SJ Manager  

more with our fans on social media  just like we do in person!  

The Creative Process A N A LY Z I N G PAST P E R FO R M A N C E

•  Fan Base: •  Large (high 3K) •  No consistent engagement •  Engagement gained = likes,

rarely comments or shares •  Frequency: 3-4x a week •  Focus: regular customers

•  Fan Base: None! •  Frequency: Never! •  Focus: Nothing!

Philz SJ worked with us to revive their Twitter account and develop

their Twitter brand presence.

The Creative Process S W O T A N A L Y S I S

STRENGTHS •  Strong number of fans •  Consistent posting schedule •  Established community •  Defined brand story and “voice”

OPPORTUNITIES •  Tap into new sub-communities of

fans to engage •  Incorporate 3rd party content to

increase credibility

WEAKNESSES •  Redundant content types •  Strict focus on customers who

frequent the store •  3rd party information (credibility)

THREATS •  Unfiltered comments page

The Philz Community is friendly & eclectic

Philz Promos C O N T E N T T H E M E # 1

Objective: To showcase the variety of products Philz Coffee SJ offers (other than a great cup of coffee!)

Open Mic Night: Promoting Philz SJ’s weekly Open Mic Nights highlights the store’s commitment to creating a creative community.

Did You Know? C O N T E N T T H E M E # 2

Objective: Educate customers about the many surprising benefits of drinking coffee.

Better Athletes: After researching the benefits of coffee, this fact stood out to us and was relevant to the health-conscious members of the Philz community.

Philz Fanz C O N T E N T T H E M E # 3

Objective: We wanted to continue what Philz social media was already doing –showcasing their loyal fans and connecting with them.

SJ Fire Department: SJFD’s commitment to Philz Coffee makes them the best “fanz” around!

San Jose State x Philz C O N T E N T T H E M E # 4

Objective: PhilzxSJSU engages with San Jose State students and faculty. SJSU makes up a huge demographic of regular Philz customers, and we wanted to create more relevant content.

SJSU Midterms: This post exemplifies how Philz Coffee encourages SJSU students to keep working toward success.

Around the Menu C O N T E N T T H E M E # 5

Objective: The baristas helped us spotlight the best drinks on the menu, while also giving us a feel of who they are.

Iced Ecstatic: Princeton’s video was the first of nine to engage with the social media community, and we received a lot of positive feedback.

Worst vs.Best

The Worst Pound of the Month: This was our first promotion post, and it was before we understood what was appealing to the eye. We soon learned that there are Facebook best practices such as square photos and natural, yet aesthetic, filters.

The Best Tower Hall: This post had the highest amount of engagement because it tapped into the SJSU and San Jose local community. Tower Hall is an iconic part of campus & by this point in the project, we had learned the importance of visual composition.