Social media strategy and content across three accounts: Pasadena, Pico Rivera, and Catering Services. Building cohesive brand identity while cross-promoting catering to new audiences.
King Taco's Pasadena and Pico Rivera locations each had their own audience and local voice, while the Catering Services account needed stronger brand cohesion and a more consistent presence. The goal was to unify all three accounts visually and strategically, giving each its own identity while cross-promoting catering to broader audiences.
I managed all three social accounts end-to-end: strategy, content creation, on-site photography and video, email marketing, print collateral, and website updates.
Goals
Build cohesive brand identity across all three accounts
Grow engagement for the Pasadena and Pico Rivera locations
Elevate the existing Catering Services presence and drive bookings
Cross-promote catering across the location accounts
Produce original on-site photography and video content
Each account served a different audience and purpose, but all needed to feel like they belonged to the same brand. I developed content pillars and a visual approach for each that balanced individual personality with collective cohesion.
Location-focused content highlighting food, community, and the in-restaurant experience for the Pasadena audience.
Community-rooted content tailored to the Pico Rivera audience, consistent with brand standards.
Elevated the catering presence with stronger brand cohesion, targeted campaigns, and content that spoke to a range of event types and audiences.
Attended locations and catering events to capture original photography and video, shot with social-first framing for feed posts, stories, and cross-platform use.
Used the location accounts strategically to drive awareness of the new Catering Services offering, creating content bridges across the three presences.
Elevated an existing catering operation with stronger brand cohesion and print and digital collateral: email graphics, event menus, signage, and brochures, alongside social content and website image updates.
Developed targeted catering campaigns for distinct customer types: weddings, birthdays, corporate events, and more, with messaging tailored to each audience.
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Event / catering photo
For the Catering Services account, I developed targeted campaigns for distinct customer segments and produced supporting materials across print, digital, and email, creating a more cohesive and marketable presence for events of all types.
Designed and produced print and digital materials across every customer touchpoint.
Email marketing example
Website update
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Across all three accounts, engagement increased 20%. The catering work spanned social, email, print, and on-site production, giving the brand a more cohesive and consistent presence across every channel and customer type.
Social Growth
20% engagement increase across managed location accounts through original photography, video, and consistent content strategy.
Multi-channel Execution
Produced print and digital collateral across email, signage, menus, and brochures, supporting the catering presence across every customer touchpoint.
Brand Cohesion
Unified visual identity and brand voice across three distinct accounts while preserving each location's individual personality.