company analysis and advertising plan for change
TRANSCRIPT
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Mike Rossi, Corey Wagner, Chris Amrien, John Rodenhaver
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Overview
• Objectives • Situation analysis • SEO • Mobile strategy • Foursquare • Facebook • Instagram • Twitter • Measuring Result/Timeline for implementation
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Objectives
• Develop cohesive marketing campaign across all social media platforms
• Revamp and create social media platforms • Create relevant content for target market • Increase user engagement
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Situation Analysis
• Lackluster organization • Minimal utilization of social media
platforms • Little if any reaching out to gain customers • Target market: Newark community
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SEO: Current Look
<meta name="DESCRIPTION" content="Indulge your
passion for authentic Italian fare at Margherita's Pizza in Newark, Delaware.”>
<meta name="KEYWORDS" content="pizza place,
newark, delaware, de">
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SEO: Improvements
• Inbound Links o Add URL to Yelp! o Create Wiki Page o GrubHub
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SEO: Improvements
<meta name="KEYWORDS" content="pizza place, newark, delaware, de">
<meta name="KEYWORDS" content="pizza place, newark, delaware, de, margherita’s, pizza, main street, pizzeria, italian food, family friendly, open late, UD, University of Delaware">
<meta name="DESCRIPTION" content="Indulge your passion for authentic Italian fare at Margherita's Pizza in Newark, Delaware.”>
<meta name="DESCRIPTION" content="Margherita’s Restaurante and Pizzeria: Serving the Newark community with the finest Italian cuisine for over 30 years .”>
<TITLE>Pizza Place | Newark, DE</TITLE>
<TITLE>Margherita’s | Newark, DE</TITLE>
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Mobile Strategy
• Revamp the mobile site • Simplified home page • Pictures associated with each
menu item • Location finder through google
maps
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Foursquare
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Foursquare
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Foursquare
• Check-in Incentives o Free drink for check-in o 10% off next meal with
proof of tip • Mayor Incentives
o Hang picture of Mayor with “Key to Margherita’s”
o Bring key in for free slice of pizza
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• Infrequent posts • Create original content • Update Cover Photo • Update Profile Picture • Correct information on homepage
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• Current State • @MargheritasNewark
o Menu o Specialty Pizzas - #MargheritasComeAndGetIt o Beers on Tap o Customers
• Make consumers aware of the platform • Content managed daily
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Twitter Competition Company: Tweets: Followers: • Dominos 43,909 420,466
• Grottos 1,353 3,693 • Peace A Pizza 305 195
• Seasons 264 209
• Pats Pizza 77 111 • Papa Johns Newark 23 74
• Nick and Joe’s 0 0 • Amalfi Pizza 0 0
• Margherita’s 0 0
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• Currently Inactive account • Very difficult to search for • Promote on Facebook and Pizza Boxes
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● Make an entirely new page ● @MargheritasNewark ● Release content to be managed daily ● Tweet promotions/discounts during times of slow traffic ● Bar/Tap rotation ● Twitpic pictures of pizzas ● #MargheritasComeAndGetIT
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#MargheritasIdTopThat
• Pizza creation contest • Entries submitted via Twitter and Instagram • 1 winner per month • Top pies are voted upon by followers • Winner gets free pizza pie and featured
pizza for one week during the month
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Time Frame
• Total rehaul and creation social media platforms
• Content creation stimulates substantial customer engagement
• Measure results after six months
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Measuring Results
• Differential in followers across social media platforms o Facebook 7,000 followers o Twitter 2,500 followers o Instagram 1,500 followers
• User engagement • Revenue percentage change
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Review of Material
• Objectives • Situation analysis • SEO • Mobile strategy • Foursquare • Facebook • Instagram • Twitter • Implementation/Measurement of Results
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Questions?