Ready for a scavenger hunt? Tucked away in Barrio Escalante, San José, you’ll find Underground Brew Café. It might take you a second to find this specialty coffee shop, hidden in a building with a big “3350” on the wall. Unfortunately it is still too undiscovered: before our workshop, there was no content strategy at all. While there was actually so much at hand to play with: the unique location, special Costa Rican coffee, Juan’s knowledge and the fact that it’s a one-man-shop. It’s one of those authentic hidden gems you want to tell all your friends about. No wonder I was excited to help Juan with his coffee place and to create a strategy that truly helps UBC to the next level.
I was very excited to do this workshop with Juan. I knew Underground Brew Café already before our workshop day and was convinced the workshop would benefit UBC. Since the café is so hidden, social media is essential. But up until the workshop, it was basically running on word-of-mouth only. Time to change that!
It took some time to get down to the core of UBC. This was against my expectations: I thought this workshop was going to be one of the easiest but it turned out to be a little bit of a challenge at first. However, we eventually got into ‘the flow’ and once in this creative state, the strategy came to life quite quickly. During the break – which is always scheduled for the 1-day workshop – I wrote the strategy, summarized The Core. We continued with the second part of the workshop in the afternoon.
So with the strategy (set up through The Core model) next to us, we used the Spark, Foster, Move Model to come up with content ideas. This lead to many content ideas, in both photo- and graphic visuals. We decided UBC could stand apart by becoming more than the coffee shop that just posts ‘pretty pictures of lattés’. Because that’s what everyone else is already doing. And UBC? UBC is about being different. Time to show it.