A Case Study: Bluefin Raw Bar
From Raw to Real: Opening a 2nd location with community support
Jason and Michael have had a big impact in a small shell (this is the last seafood pun, we prawn-ise). Bluefin Raw Bar, a beloved establishment in Boston's seafood dining scene, embarked on an ambitious project to open a new location in Jamaica Plain. To bring this vision to life, they sought the support of their community through NuMarket, a platform that empowers businesses to fundraise with the help of their community. We’re delving into Bluefin Raw Bar's strategic approach to running their NuMarket campaign, highlighting their engagement with the community and the unique methods they employed to ensure the success of their campaign.
What they wanted
How it started: Since its start in April 2022, Bluefin has been a testament to the vibrant and sustainable ethos of New England seafood, brought to life by Jason and Michael. The core idea behind Bluefin – celebrating small boat, locally caught fish – is more than just a business model; it's a tribute to the maritime heritage that defines New England. Bluefin has been doing this out of Bow Market in Somerville, MA, a space for pop-ups and permanents alike to find flexible space.
Where it’s going: The goal was straightforward but significant: to establish a new brick and mortar presence in Jamaica Plain, Boston. Beyond expanding their physical space, Bluefin aimed to weave their establishment into the fabric of the local community, creating a venue that reflects the area's dynamic spirit and a shared love for sustainably sourced seafood.
New spot, new people? Bluefin’s growth meant engaging what would normally be an entirely new community, miles away from their original location. Alongside their original location though, Bluefin had been selling their fish at Farmers Markets across the Boston area. With the ambition to open up the new spot and a mix of customers and community in different areas, there was a need to bring everything together to make the growth possible.
That’s where NuMarket came in.
How they did it
Skipping ahead: Bluefin raised $35,207 from 185 customers through a NuMarket campaign. Here’s how:
Engaging In-Person Patrons: Understanding the importance of face to face connections, Bluefin capitalized on their presence at local farmers' markets and events. These markets were not just places to sell seafood but became platforms for sharing their vision for the new location, gathering support, and directly engaging with seafood enthusiasts. This face-to-face interaction allowed them to convey their passion and commitment to sustainability, garnering enthusiasm and backing for their campaign.
Leveraging Email Communication: Recognizing the power of direct communication, Bluefin also embarked on consistent email marketing. They both reached out to their closest supporters individually and the wider customer base with regular updates, behind-the-scenes looks into the project, and clear calls to action to support their NuMarket campaign. This ongoing dialogue kept the community informed and engaged, reinforcing their sense of involvement in Bluefin's journey.
Utilizing Social Media: The campaign's momentum was further amplified through strategic use of social media. An impactful launch and consistent posting on Instagram (View Post) invited followers to be part of their expansion story. Through compelling storytelling and regular updates, Bluefin kept the community's interest piqued and participation high.
So what happened?
$35,207 and 185 people later, Bluefin Raw Bar in Jamaica Plain is just weeks away from opening.
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