At its May 14 meeting, the Fairfield Shellfish Commission approved a short marketing campaign to increase shellfish‑permit sales and authorized a paid digital promotion.

Commissioners selected a brand tagline, "BeachPass Max," as the primary call to action for signage and social posts. Commissioner Sean Cohen described the concept as a concise call to action for people buying beach passes: "Get your shellfish permit, maximize the value of your beach experience."

Commissioners discussed a coordinated set of assets — a bold sign with a QR code to place at the permit counter, matching posts on Facebook and Instagram, and small countertop placards near the checkout. The group favored simple wording and a QR code that links directly to the online permit purchase page rather than long explanatory text at the counter.

The commission also voted to authorize up to $200 for a geo‑targeted Facebook/Instagram ad to reach Fairfield residents who do not currently follow the commission’s accounts. A motion to authorize $200 for the digital buy was made and seconded and carried by voice vote. Commissioners said the buy will be executed through the commission's social account and reimbursed to any volunteer who fronts the payment if a credit card is used.

Members agreed to run both creative variants (the "Max" and a humorous "Fries" concept) in sequence: the primary "BeachPass Max" run through the Memorial Day period and the alternate creative later into June and early July to compare performance. The commission instructed staff to circulate copy to members by email for a rapid turnaround so banners and digital posts can go live before the holiday weekend.

Commissioners said the ad money will come from the shellfish fund and asked staff to report back on ad performance and permit-sales changes at a subsequent meeting.