MARKETING PLAN SOCIAL MEDIA - WordPress.com · Starbucks and Dunkin Donuts as competition. SOCIAL...

MUGS COFFEESOCIAL MEDIA

MARKETING PLAN

ǁ Syreni Design ǁ Charlotte, North Carolina ǁ

ǁ (704) 555-5555 ǁ [email protected] ǁ

SOCIAL MEDIA MARKETING PLAN MUGS COFFEE

OverviewOur objective is to create and provide your business with a complete social media marketing plan that will span over the course of one month. Our plan will focus on substantially growing your business while also building a relationship between you and your customers. We aim to expand your business to multiple top social media platforms in order to gain reach and foot traffic in your store. We will also create a plan to measure growth rates and campaign success after implementation of the marketing plan.


About Mugs CoffeeMugs Coffee is small locally-owned coffee shop located off of Park Road in Charlotte, North Carolina. This coffee shop boasts a great location, relaxing atmosphere, and of course delectable coffee. The business is very involved with their community collaborating with local artists and hobbyists to hold events at their location. The shop is open from 6am to 9pm Monday through Friday, 7am to 9pm on Saturdays, and 8am to 7pm on Sundays.

Mugs Coffee currently has a website where you can view the store hours, location, menu, and event calendar. They also have two social media accounts – a twitter account that has been inactive since May of 2015 and a Facebook account that was inactive since June of 2015 until a recent upload of their event calendar.

Mugs Coffee may not have strong social media presence, but their customers are screaming for one. With nearly 100 customer reviews Mugs Coffee’s Yelp page displays an incredible 4.5-star rating, great customer feedback, and over 30 customer images uploaded. Their Facebook page also shows their community’s support with over 1400 check-ins and 795 likes resulting in a 4.7-star rating from over 80 customers.


SWOT AnalysisStrengths

►locally owned attracts supportive community members►one of a kind not a chain location, unique products and unique service►great location located near South Park mall and other shops►community engagement attracts various groups of community members►Magnolia Coffee supplier proceeds help support education, healthcare, and environmental sustainability

Weaknesses

►locally owned and one of a kind skepticism from customers due to unfamiliarity►weak social media presence little to no reach into the community

Threats

Opportunities

►blank slate to build a brand, presence, and relationship opportunity to build a foundation and establish it►loyalty program opportunity to create a frequent customer program►partnering with other local small businesses opportunity to expand by collaborating with other locals►product variety currently offering milkshakes and ice cream

►risk of coffee and dairy product cost inflation unpredictable market where costs may inflate

►big-name coffee shop competitors in neighboring areas Starbucks and Dunkin Donuts as competition


ObjectiveTo create an advertising strategy utilizing various social media channels in order to build and establish a brand, grow a social media presence, gain new customers and generate returning customers while also molding a relationship with them as we integrate the business into the community


CampaignSip, savor, and sit back at Mugs Coffee!

We will build a campaign around the slogan “sip, savor, and sit back.” We have envisioned this slogan to portray the relaxed and joyful vibe of the coffee shop. We believe that the phrase will be memorable and catchy enough to keep the customers coming in. We plan to incorporate various bright colors and positive messages in our campaign in order to match the feel and vibe of your business. We plan to kick off the campaign with a promotional video followed by heavy social media engagement. We will work closely with you to actively engage the community in our campaign and to enhance your locally-owned and operated status. We will implement our campaign by creating and reaching a number of goals per social media channel. We will also create an all-inclusive schedule indicating content post dates and times. We will then track the reach and success of the campaign through another set of goals which will allow us to understand the importance of your business’s presence in each different media channel.

The campaign tone will be social, outgoing, and amicable while also portraying a relaxed ambiance.


Audience AnalysisIn order to advertise to an audience, we must fully understand who we are advertising to. For this reason, we will evaluate demographics and psychographics. Demographics include variables such as age, gender, income, marital status and geographic location. Psychographics include variables such as behaviors, opinions, lifestyles, preferences, and values. Essentially, demographics explain who the audience is and psychographics explain the reasons behind their choices.


Audience Analysis (continued)

DemographicsAge - 16 and overGender - males and femalesEthnicity - all ethnicitiesIncome - 25k and upEducation - high school and higher education levelsOccupation - any occupation including work-at-homeMobility - car ownerGeographic Location - Charlotte & surrounding areasMarital Status - any

PsychographicsValues

balance, community, contribution, pleasure, happiness, curiosityLifestyles

busy and on the go, relaxed, Leisure Activities

reading, shopping, painting, writing, cycling, gardeningSocial Activities

volunteering, movies, gatherings, partiesOther

loves coffee, milkshakes, sweet drinks, likes rainy days, enjoys warms beverages, likes to share, enjoys relaxing

STRATEGY

9

Using the Social Media Rule of Thirds, we will focus on generating one-third of all content for each of the following purposes:

1 to promote the business, call the audience to action, and generate profit

2 to share ideas, positive messages, and establish the brand3 to build a relationship with the audience and the community


Website SummaryStrategyWe will use the website to inform: sharing important information about the business, blog posts, and linking customers to social media channels

Measurable Goals• an average of 20 views per day

• growth of 2 people average each weekex. week one = 20 average;

week two = 22 average

EvaluationWe will be using Wix site creator in order to rebuild and

revamp the website. Wix has its own analytics tools which will assist us in measuring how many page views we have per day, where those views came from, and

more.

Plan►Update and enhance website to reflect brand identity►Create a blog that will be featured on the website -3 posts a month, each fulfilling 1 of the 3 purposes -each post will be shared on other channels►Include links to all social media channels -include streams to view recent posts►Encourage customers to sign up for loyalty program -email capture


Website (continued)Update and enhance website to reflect brand identity

New and redesigned website concept

Bright colorsBold fonts

Relaxed and amicable vibe


Website (continued)

Create a blog that will be featured on the website

Here is an example of a blog post for the website. This would be one of three

blog posts for each month. This post specifically focuses on purpose #1

which was “to promote the business, call the audience to action, and

generate profit.”

The blog post is about your coffee roaster, Magnolia Coffee. The blog

continues on the next slide.


Website (continued)

Create a blog that will be featured on the website (continued)


Website (continued)

Include links to all social media channelsEncourage customers to sign up for loyalty program

Loyalty program sign-up pops up each time the website loads

Loyalty program sign-up at the bottom of the website (shown on each page)

All social media links shown on each page


YouTube SummaryStrategyWe will use YouTube to promote the business by building brand identity and establishing the business as an active part of the community

Measurable Goals• at least 100 views on promotional video within the

first week of posting and 200 by the end of one month• at least 50 views per video on other videos within the first week of posting and 150 by the end of one month

EvaluationYouTube has its own analytics which we can use to

measure how many views each video has and where it is being viewed from. We can also use URL shorteners to post the videos on other channels which will tell us how

many clicks originated from each place.

Plan►Create a YouTube profile►Create a 1-2 minute promotional video -video will be shared across all platforms -video will launch campaign, highlight brand identity, and community involvement►Create a video to accompany blog post that focuses on relationship-building with customers and community


YouTube (continued)

Create a YouTube profile

New YouTube Channel


YouTube (continued)

Create a 1-2 minute promotional video

Video will be shared across all platforms and will launch the campaign.

The video highlights brand identity and community involvement while also encouraging the audience to pay Mugs Coffee a visit

Video Link:https://youtu.be/v1HFr1pSLoc

https://youtu.be/v1HFr1pSLoc


YouTube (continued)

Create a video to accompany blog post that focuses on relationship-building with customers and community

This video would be created for the third blog post of the month which would focus on the strategic purpose #3, “to build a relationship with the audience and the community.”

This video would focus on the community partnerships that Mugs Coffee has with other local and Charlotte-based businesses. The video would accompany the blog post which would be originally

located on the Mugs Coffee official website.


LinkedIn SummaryStrategyWe will use LinkedIn to promote the business, share ideas and positive messages, and to build a relationship with customers and other local small businesses

Measurable Goals• 100 reads on each post within the first

week• 10 reads each following week

EvaluationLinkedIn allows us to view how many people have read our posts and they also send notification updating the

numbers.

Plan►Create a LinkedIn profile►Create 2 posts per month to share in groups -one will be to share ideas and positive messages and the other will be to build a relationship with customers and other businesses


LinkedIn (continued)

Create a LinkedIn profile



Create 2 posts per month to share in groups

Here is the first LinkedIn post. This post is focused on sharing ideas and positive

messages. The second post of the month would focus on building

relationships with customers and other businesses.

Post is continued in next slides.



Create 2 posts per month to share in groups (continued)



Create 2 posts per month to share in groups (continued)

This LinkedIn post would use the tags #coffee, #coffeelovers, #drinks, #beverages, #charlotte, #localbusiness, and #smallbusiness.

It would be featured in groups such as the following:


Instagram SummaryStrategyWe will use Instagram to call the audience to action and promote the business by posting interesting and relevant content that will also help build relationships Measurable Goals

• gain 100 followers at campaign start• growth of 3 followers per week each following week

• at least 15 likes per post the first week and 20 the following weeks

• foot traffic increased by at least 10 people each week

EvaluationInstagram allows us to view how many views,

likes, and comments each post has. We would also add links in order to generate traffic to our other channels and be able to measure that

through URL shorteners and by using Hootsuite.

Plan►Create content and post three times per day -ex 1. a promotional coupon BOGO (bring a friend) -ex 2. an image of a barista happily making a drink -ex 3. an image of game night at the coffee shop►Post regularly and on schedule in order to provide the audience a sense of inclusivity and familiarity►Share each post to Twitter and Facebook


Instagram (continued)

Create content and post three times per day Example 1 - a promotional coupon

BOGO (bring a friend) to fulfill purpose #1, “to promote the business, call the audience to action, and generate profit.”



Create content and post three times per day Example 2 - an image of a happy

barista to fulfill purpose #2, “to share ideas, positive messages, and establish the brand.”



Create content and post three times per day

Example 3 - an image of game night at the coffee shop to fulfill purpose #3, “to build a relationship with the audience and the community.”


Facebook SummaryStrategyWe will use Facebook mostly to share content natively posted on other channels but also to interact with guests who like, comment, and share our posts Measurable Goals


• at least 10 likes per post the first week and 15 the following weeks

• website and other channel traffic increased via Facebook by at least 10 clicks a week

EvaluationFacebook analytics are really advanced and allow us to measure and view details about our content posts. We would be able to use their own platform in order to measure the

success rate.

Plan►Share content from blogs, Twitter, YouTube, and Instagram►Interact with customers who leave feedback or have concerns►Check this channel 3 times per day during high traffic hours


Facebook (continued)Facebook page


Facebook (continued)

Facebook strategy

Our Facebook page will mostly be dedicated to reposts from other social media channels. We will post every other content post onto Facebook in order to reach

more people. We also plan to build a large audience and communicate with them via Facebook messenger and via the comments area.


Twitter SummaryStrategyWe will use Twitter to share content originating from other channels, interact with like-businesses, and promote the business through hashtag usage while also engaging with the community Measurable Goals


• at least 10 retweets per week growing by 2 more each week• website and other channel traffic increased via Twitter by at

least 10 clicks a week

EvaluationTwitter also allows us to view likes, retweets,

views, and clicks. We can also use Hootsuite in order to gain a more in-depth

understanding.

Plan►Update current Twitter account to reflect brand identity►Ensure all Instagram posts are posted to Twitter►Share other relevant media (total minimum tweets: 6 a day)►Use hashtags to get views, likes, and clicks►Retweet community posts in order to build relationships


Twitter (continued)

Twitter profile


Twitter (continued)

Active Twitter engagement (minimum of 6 tweets a day)

2 tweets a day to fulfill purpose #1, “to promote the business, call the

audience to action, and generate profit.”


Twitter (continued)

Active Twitter engagement (minimum of 6 tweets a day)

2 tweets a day to fulfill purpose #2, “to share ideas, positive messages,

and establish the brand.”


Twitter (continued)Active Twitter engagement (minimum of 6 tweets a day)

2 tweets a day to fulfill purpose #3, “to build a relationship with the audience and the community.”


Pinterest SummaryStrategyWe will use Pinterest to share ideas, inspire our audience, and promote the business while establishing the brand’s identity

Measurable Goals• gain 25 followers at campaign start

• growth of 2-3 followers per week each following week

• at least 5 repins of our pins each week• at least 10 likes on our pins each week

EvaluationPinterest tells us when we gain new followers,

likes, or comments. We will be able to measure success by keeping track of these numbers and

recording them each week.

Plan►Create and post at least 3 original pins a week -each focusing on the main purposes►Pin other’s pins at least 3 times a day in order to build our boards and gain followers


Pinterest (continued)

Create and post at least 3 original pins a week

“How much espresso is too much espresso? Click the image to learn more about healthy coffee consumption.”

An original post that redirects the viewer to a blog entry.


Campaign EvaluationIn addition to evaluating each social media platform individually, we will also evaluate social media effectiveness in correlation with in-store traffic. We plan to implement a receipt survey system that will reward customers for completing a survey in which they tell us about their social media habits. This will allow us to determine how many people are being driven to your business due to our social media campaign implementation.

Visit www.tellmugscoffee.com to take our survey and recieve a free medium beverage with

purchase of one medium beverage during your next visit!

Enter the code here:________________


One Month TimelineWe believe that the one-month timeline we have set will yield the results that we expect. As we

have reviewed, each channel has its own set of guidelines. We will post on multiple channels daily based on what we have discussed in this plan. Each social media channel has peak times when it is best to post content. It is important to remember to use hashtags, share the content through all channels, and respond to our audience. If we follow this one-month plan, we will

achieve the goals we have set for Mugs Coffee.


One Month Timeline-3 daily original instagram posts-6 daily original twitter posts


SummaryWe will produce a campaign that represents your business and your brand that will promote growth within your business and allow you to build relationships with your customers and your community.

We will accomplish our mission by setting and reaching a specific set of goals in one month’s time.

We will strive to represent your business as you envisioned it and we will assist you in growing the foundation that your business needs in order to advance and develop in our ever-changing and fast-paced environment all while keeping the customer and their needs in mind.

MARKETING PLAN SOCIAL MEDIA - WordPress.com · Starbucks and Dunkin Donuts as competition. SOCIAL...

Documents

Transcript of MARKETING PLAN SOCIAL MEDIA - WordPress.com · Starbucks and Dunkin Donuts as competition. SOCIAL...