Social Media & Content · Café & Book Space
COFFEE PUNCH & PAGES
Social Media Management Case Study · Pre-Launch Campaign · Baguio City
Edralin Ate · Social Media Manager
“Where every cup packs a punch and every page leaves a mark.” A boxing-inspired café and book space opening in Baguio City — and a complete pre-launch social media campaign planned, written, scheduled and monitored across three platforms.
- Client
- Coffee Punch & Pages
- Location
- Baguio City, Philippines
- My Role
- Social Media Manager
- Team
- 6 Members
- Timeline
- 26 Days
- Platforms
- Facebook · Instagram · TikTok
01 · Overview
Project Overview
Coffee Punch & Pages is a boxing-inspired café and book space in Baguio City. Ahead of its opening, a six-member team built the brand's pre-launch presence over 26 days. As Social Media Manager I handled the strategy, planning and publishing side of the campaign: what would be published, when, on which platform, with what message, and how performance would be measured.
02 · Challenge
The Challenge
A brand-new business with no audience, no posting history and a fixed opening date. Content had to be strategised, written, approved by several people and published across three platforms on a daily countdown schedule, while staying visually and tonally consistent across coffee, non-coffee, food, books and behind-the-scenes content.
03 · Role
My Role as Social Media Manager
As Social Media Manager for Coffee Punch & Pages, I was involved in the planning, organization, and execution of the brand's pre-launch social media campaign.
My responsibilities extended beyond scheduling and publishing. I developed the weekly and monthly content calendars, planned the campaign's content strategy, organized the marketing funnel and content pillars, and prepared the captions, calls-to-action, hashtags, post concepts, and publishing direction.
I also developed promotional campaign concepts, submitted promotional recommendations for client/owner review, prepared a proposed promotional budget allocation, established a KPI monitoring framework, and coordinated campaign requirements with the creative team.
The campaign was planned and managed across Facebook, Instagram, and TikTok.
04 · Marketing Strategy
From Awareness to Action
Developed the pre-launch marketing strategy for Coffee Punch & Pages and organized the campaign around a three-stage customer journey: Awareness → Consideration → Decision. The strategy established the campaign direction, content objectives, content examples and timeline leading toward the café opening.
Stage 1
Awareness
Aug 18–26
Introduce Coffee Punch & Pages and make the target audience aware of the new coffee + book shop — brand introduction, teasers, BTS, team and local awareness.
Stage 2
Consideration
Aug 27 – Sep 2
Build interest through products, books, café experience, location, FAQs and behind-the-scenes content.
Stage 3
Decision
Sep 3–11
Give customers a clear reason and reminder to choose the café — opening details, countdowns, final reminders and opening-day invitation.
05 · Content Pillars
A Balanced Content Mix
The content-pillar structure was developed to maintain a balanced social media presence instead of publishing only promotional content. Brand and product content introduced the business and its offerings, engagement content encouraged audience interaction, educational and inspirational content helped establish personality and relevance, and promotional content supported campaign offers and calls to action.
40%
Brand / Product
Introduced the business, the coffee, the books and the café experience.
25%
Engagement
Questions, polls and conversation starters that invited audience interaction.
20%
Educational / Inspirational
Coffee knowledge, reading content and lifestyle posts that built personality and relevance.
15%
Promotional
Opening announcements, countdowns, reminders and offers that supported campaign CTAs.
The audience journey
- Discover
- Engage
- Learn
- Consider
- Take Action
06 · Content Strategy & Planning
Building the Content Calendar
Created the weekly and monthly social media content calendars used to organize the Coffee Punch & Pages campaign across Facebook, Instagram and TikTok. The calendar connected strategy with actual campaign execution — every planned post carried its stage, pillar, platform, copy and production status in one place.
- Date
- Day
- Time
- Countdown
- Social Media Platform
- Post Type
- Marketing Stage
- Content Pillar
- Theme
- What to Post
- Caption
- CTA
- Hashtags
- Graphics
- Production Status
07 · Copywriting & Content Development
Turning Strategy Into Content
Preparing the written content for the campaign was a core part of my role — every planned post needed copy, a call-to-action, hashtags and a clear concept before it could be designed or scheduled.
Caption Writing
Prepared the social media captions required for the planned campaign content.
Calls-to-Action
Developed CTAs appropriate to the objective of each post.
Hashtags
Prepared hashtag sets to accompany campaign content.
Post Concepts
Developed content ideas and themes according to the content calendar and campaign strategy.
Content Direction
Matched each post with its appropriate marketing stage, content pillar, platform, format and campaign objective.
Content formats planned
- Static Posts
- Carousel Posts
- Reels
- TikTok Videos
- Product Teasers
- Brand Introductions
- Engagement Posts
- Behind-the-Scenes Content
- Educational / Inspirational Content
- Launch Announcements
- Opening Countdowns
- Promotional Posts
08 · Promotional Campaign Planning
Creating Offers That Support the Campaign
Developed and submitted promotional campaign concepts for client/owner review to support the café launch, customer acquisition, audience engagement, referrals, repeat visits and customer loyalty. Each concept was documented with its mechanics, best timing, purpose and approval status.
Promotions marked “For Owner Review” were proposed recommendations pending client decision and are not presented as implemented campaigns.
From Idea to Client Approval
Promotional concepts and campaign recommendations were prepared and submitted for client/owner review before implementation, following an organized approval process.
- Idea
- Campaign Concept
- Promotion Mechanics
- Client / Owner Review
- Approval
- Content Integration
- Publishing
09 · Budget & KPIs
Planning the Promotional Budget
Prepared a proposed promotional budget allocation designed to balance digital social media promotion with local and offline awareness activities. This is a proposed allocation prepared as part of the campaign plan.
Total proposed budget
₱50,000
Proposed — not a spend report.
₱30,000
60%
Social Media Boosting & Content Creation
Paid reach and engagement campaigns, optimized based on performance.
₱20,000
40%
Flyers & Tarpaulins
Local awareness around Baguio — printed and distributed before opening.
Measuring Campaign Performance
Established a KPI monitoring framework to help evaluate campaign performance and support optimization decisions. The framework defined what would be tracked and how each signal would inform the next decision.
Reach
Monitor how many people were reached through organic and paid content.
Engagement
Monitor reactions, comments, shares, saves and video interactions.
Messages / Inquiries
Monitor questions about opening, location, products, menu and other customer inquiries.
Cost
Monitor advertising spend and cost per result where applicable.
Conversion Indicators
Monitor available indicators such as inquiries, tagged posts, opening-day interest and other measurable campaign responses.
10 · Brand System
The Brand Behind the Campaign
The project's brand system provided the visual and communication foundation used to maintain consistency across the social media campaign. These are collaborative project assets produced by the team — they are shown here as the guidelines applied throughout the campaign.
Tone of voice applied in copy
- Warm
- Playful
- Community-driven
- Short & punchy
- Alliterative & rhythmic
- Inviting & anticipatory
- Cozy meets confident
11 · Menu & Business Offering
The Full Fight Card
The menu defined what the campaign was actually selling — coffee, non-coffee drinks, food and pre-loved books, all framed as rounds of a fight card. Understanding the offering shaped the product content, teasers and promotional posts.
12 · Social Media Management
From Strategy to Published Content
The campaign strategy and content calendar were translated into content prepared, scheduled and published for Facebook, Instagram and TikTok, with Meta Business Suite used for scheduling and post-publish monitoring.
- Facebook Management
- Instagram Management
- TikTok Management
- Content Scheduling
- Content Publishing
- Content Monitoring
- Platform Coordination
- Meta Business Suite
13 · Workflow
Social Media Workflow
A repeatable cycle moved every item from strategy to a published, monitored post without bottlenecks.
- Strategy
- Content Calendar
- Copywriting
- Creative Coordination
- Review
- Client Approval Where Required
- Scheduling
- Publishing
- Monitoring
14 · Collaboration
Project Collaboration & Workflow
The six-member team used an organized workflow to manage assignments, deadlines, reviews and completed deliverables. For social media management, this tracked which content, graphics, captions and campaign materials were ready for review, scheduling and publishing.
- Task
- To-do
- Doing
- Done
15 · Team
Team Structure
A six-member team delivered the pre-launch campaign, each owning a defined role.
Project Manager
Jude Santillan
Graphics
Mae Fabian
Graphics
Adrielle Kyle Anden
Social Media Manager
Edralin Ate
This portfolio
Social Media Manager
Evangeline Echon
Copywriter / Editor
Hannah Solita
16 · My Contribution
More Than Social Media Posting
A summary of the work I personally owned on this project, separate from the collaborative brand and creative assets produced by the wider team.
Marketing Strategy
Developed the campaign direction around Awareness, Consideration and Decision.
Content Strategy
Developed weekly and monthly content calendars and organized campaign content pillars.
Copywriting
Prepared social media captions, calls-to-action, hashtags, post concepts and messaging direction.
Social Media Planning
Planned campaign content across Facebook, Instagram and TikTok.
Promotional Campaign Planning
Developed promotional campaign concepts and submitted recommendations for client/owner review and approval.
Promotional Budget Planning
Prepared a proposed ₱50,000 promotional budget allocation across digital and local/offline promotional activities.
KPI Planning
Established monitoring areas for reach, engagement, inquiries, cost and conversion indicators.
Social Media Management
Helped organize, schedule, publish and monitor campaign content across the project's social platforms.
Client Coordination
Worked within an approval workflow for promotional and campaign recommendations.
Team Collaboration
Worked within a six-member team and coordinated content requirements with other project roles.
17 · Process
The Case Study Story
The complete social media management process followed on this project, end to end.
- 01Understand the brand
- 02Develop marketing strategy
- 03Define the customer journey (Awareness → Consideration → Decision)
- 04Define content pillars
- 05Create weekly & monthly content calendars
- 06Develop post concepts
- 07Write captions, CTAs & hashtags
- 08Develop promotional campaigns
- 09Submit promotional recommendations for client review
- 10Plan promotional budget
- 11Coordinate creative assets
- 12Schedule & publish content
- 13Monitor social media activity & KPIs
- 14Review & optimize
18 · Skills
Skills Demonstrated
- Social Media Management
- Marketing Strategy
- Social Media Strategy
- Content Strategy
- Content Calendar Development
- Social Media Copywriting
- Caption Writing
- CTA Development
- Hashtag Strategy
- Promotional Campaign Planning
- Promotional Budget Planning
- KPI Planning
- Facebook Management
- Instagram Management
- TikTok Management
- Meta Business Suite
- Content Scheduling
- Content Monitoring
- Client Coordination
- Team Collaboration
- Workflow Management
- Brand Consistency
- Problem Solving
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