About
Philz Coffee is a coffee company founded in San Francisco, with locations throughout California and the Chicago area. They specialize in pour-over coffee, using unique blends of beans from around the world.
At Philz, I managed the Dogpatch location’s Instagram, creating opportunities for the business to build customer relationships and interact with people outside of retail locations.
Date: 2020-2021
Overview: Develop content centered around Philz products that informs and entertains the community, enticing them to come into the store and make purchases
My Role
As social media manager, I was responsible for keeping people informed with store updates, pushing products, creating engaging content and interacting with customers online.
Every week I would plan content, capture images in the store and edit them into social media posts. Using feedback and reactions from the Philz fanbase, I created content and found products to market that would drive user engagement online.
Goals
Philz Dogpatch wanted their social media presence to have a positive impact on business, and tasked me with achieving the following:
Drive sales for the store
Increase number of followers on social media
Connect with customers and the local community
Content
Pushing Product
Each week I shot and promoted different Philz products on social media including coffee, tea, food, gift cards and merchandise. Posting activities included promoting specific goods locally to boost sales in-store, and integration of company-wide promotional campaigns.
In addition to posting popular products customers already love, I helped them discover new products by making recommendations on things they should try at Philz.
Connect with Community
To build connections with Philz fans in more ways than just coffee, I created entertaining content centered around Philz products and culture for community members to enjoy and share with others.
Gratitude Campaign
Gift of Gratitude
In November 2020 Philz launched its first-ever seasonal blend, Gratitude. The blend was made to celebrate customers, communities and partners, and would be available for a limited time during winter. With every bag of Gratitude sold, $1 went to Food 4 Farmers, a nonprofit organization that helps support coffee-growing communities.
Brief: Create promotional materials for Gratitude and develop ways to actively engage the Philz community in the campaign
Showing Gratitude
As part of the brand’s Gratitude campaign, each store had a few members of staff share with Philz social media followers what they were feeling grateful for.
Staff images courtesy of Josh Nicolas
Customer of the Day
In the spirit of Gratitude, I felt it was important to find ways to celebrate and bring joy to the community. Customer of the Day was a series I developed that featured store regulars, who shared messages of what they were grateful for and their signature drink with Philz social media followers. Images and stories from this campaign were shared across the company’s larger social media channels.
Giveaway
To show appreciation for the community, the store decided to give away a Philz prize pack with a bag of Gratitude to 1 lucky customer. This was an opportunity to increase online engagement for the store and draw new people into discovering the brand. Followers entered the giveaway by commenting on the giveaway post and tagging friends or by tagging Philz Dogpatch in a post/story sharing what they were grateful for this season.
Showcasing Staff
Philz Dogpatch celebrates employees and wants members of the community to build personal connections with each of them.
I took headshots for team member’s profiles in the Philz app. These profiles are used for in-store mobile order management, creating a more personalized experience by showing customers which team member in the store is making their order.
Barista of the Week was a feature post that highlighted a team member in the store and shared fun facts about them with Philz social media followers.
