jimmy john’s digital strategy
TRANSCRIPT
Jimmy John’s Digital Strategy
By: Thomas Storch
Hire person with digital marketing experience
Run whole digital marketing strategy
No conflict of interest
Devotes all time to Jimmy Johns
Knows our company and products
Digital Marketing Strategy
Michigan State Students
Cooley Law Students
LCC Students
Local Business Owners for Catering
Target Audience
Compare previous weeks, months, years sales after implementing strategy
Number of searches for our key words
Clicks on our advertisements
Have customers do surveys' on our social media’s effectiveness
Key Performance Indicators
Research popular keywords people search for lunch spots
Compile list use for our Google Adwords
Run 2 different Ads at all times
Set limit for number of clicks on advertisements
Google AdWords
Blog
Implement Area Specific Social Media
Utilize social media to maximize grass root marketing effectiveness
Tweet and post on Facebook about offering sandwich samples
Connect with local businesses on social media to increase catering sales
Combining Digital and Grass Roots
Add friends from parent Jimmy John’s sites
Follow as many student groups and organizations
Post links and message local area food bloggers
Follow popular foodies on all social media and reply and repost them
Implementation Strategy
Post about any changes to the menu on all forms of social media
Offer promotions such as free food or gift cards every time we reach a new milestone on social media
Social Media Strategy
Hire digital marketer with experience
Target College Kids and Local Business
Track Key Performance Indicators
Use Google Adwords to acquire new business
Combine our digital strategy with grass roots marketing campaign
Add friends and followers from our parent Jimmy John’s site
Interact with our fans/followers on social media
Post blogs and link to popular food blogs in the area
Summary of Strategy