Pine Tree Seafood & Produce
Pine Tree Seafood & Produce is a longtime Scarborough, Maine seafood market known for fresh seafood, local favorites, and a personality that doesn't need to be manufactured.
Work performed in partnership with OSC Web Design since February 2022.
Consistent management. Real audience growth.
*Audience growth calculated from August 2023 through September 2026, the earliest comparable audience data currently available in Meta Insights. Salena has managed the accounts since February 2022.
A consistent look and feel across everything.
Keeping the brand sounding like the people behind it
Pine Tree doesn't need social media that sounds polished for the sake of being polished.
Content is built around what customers actually care about: fresh seafood, seasonal products, recipes and meal ideas, local happenings, customer feedback, promotions, behind-the-scenes moments, and the personalities that make Pine Tree what it is.
I also look beyond posting alone, engaging with customers and relevant accounts and finding opportunities to keep Pine Tree visible within its community. That's included actively reaching out to lobster roll review accounts on Instagram, commenting, messaging, and working to get them in the door to review Pine Tree's lobster roll.
More than one viral moment
Viral content is exciting, but consistent marketing is what keeps a business visible between those moments.
Select photos by Amanda Huebner Photography
Keeping customers connected through email
From seasonal seafood specials and holiday promotions to recipes and store updates, I help Pine Tree Seafood stay connected with customers through regular email campaigns. Each campaign involves planning the content, writing the copy and subject lines, designing the newsletter, scheduling delivery, and reviewing results to help guide future sends.
An actual Pine Tree Seafood email campaign
What ongoing management looks like
Content planning
Planning timely, useful content around the business, seasons, products, promotions, and opportunities.
Writing + design
Captions, branded graphics, content formatting, and scheduling.
Reels + video
Turning original and client-supplied footage into social-ready short-form content.
Email marketing
Monthly newsletters and additional emails around promotions, seasonal offerings, and key moments in the business.
Community engagement
Monitoring conversations and proactively engaging with customers, businesses, organizations, and relevant community accounts.
Strategy
Watching what resonates and adjusting content based on performance, customer response, and what's happening within the business.
Brand guidelines
Developed a full brand kit for Pine Tree including voice and tone guidelines, color palette, typography, and visual direction to keep all content consistent across channels.
Google Business Profile
Managing Pine Tree's Google Business Profile including monitoring and responding to nearly 500 Google reviews, keeping the business responsive and credible in local search.
Website updates
Ongoing website support including updating imagery, adding new blog posts, and writing conversion-focused product descriptions for wholesale listings.
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