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Social Media Marketing Plan - Lee's Donuts

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A complete and comprehensive social media marketing plan for local business Lee's Donuts. A great example of the quality of work I produce, with a specific emphasis on social media and online/digital …

A complete and comprehensive social media marketing plan for local business Lee's Donuts. A great example of the quality of work I produce, with a specific emphasis on social media and online/digital marketing.

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  • 1. IEXECUTIVE(SUMMARY(Donuts have the distinct honour of being one of the worlds favourite sweet treats and are seen aroundthe globe in various regional forms. From North Americas glazed ring donut to Taiwans twisted "horsehoof" shaped donut; they are undisputedly delicious in all of their incarnations. Today, "per capitaCanadians consume the most doughnuts, and Canada has the most doughnut stores.”(1)Lee’s Donuts is one of Vancouvers longest standing donut vendors and is located in the GranvilleIsland Public Market. They are a family-run establishment that produces handmade donuts with highquality ingredients. Lee’s Donuts focuses on traditional flavours, however, they have begun tointegrate specialty trend-driven flavours for their clientele. Top Canadian Food Trends for 2013 notedthat, “donuts are making a huge comeback across Canada and have become a gourmet food trend.”(2)This trend has led to the rise of gourmet donut competitors: Cartems Donuterie and Luckys Donutsin Vancouver. Both Cartems and Lucky’s use high quality, local ingredients in their donuts and focuson trend-driven flavours like bourbon bacon, Mexican mole and citrus dust. Both have sleek companywebsites and Cartems’ website allows for the purchase of their product and provides eco-friendlybicycle delivery. Moreover, each actively engages in utilizing social media platforms to bettercommunicate and build relationships with their customers.Currently Lee’s Donuts does not engage in any form of social media and does not have a companywebsite. They have received publicity through various local and international television programs andhave been noted in print and online publications from the CMHC (Canada Mortgage and HousingCorporation) who owns Granville Island. In addition, Lee’s Donuts has received a fair amount of usergenerated content on Foursquare, Tripadvisor, Yellowpages, Granville Island Directory, Urbanspoon,Dine Here, Yelp, YouTube, Vancouver Foodster, and a fan created Facebook page.Lee’s Donuts’ lack of social media presence prevents them from having a higher level of reach,awareness and engagement with their clientele, resulting in lost potential revenue. In addition, withouta social media presence user generated content becomes the voice of their company online whichcould have both positive and negative implications depending on the quality and tone of the content.Lee’s Donuts has an established clientele of local Vancouverites ranging in age, ethnicity, education,income and social media savviness. For the purposes of this report the target market will be definedas The Urbanite because of their high usage of social media, disposable income and ability toinfluence virtual communities through content sharing.!It is recommended that Lee’s Donuts create a company website and be actively engaged in varioussocial media platforms to create awareness and more meaningful relationships with their clientele andpotential clientele. It is recommended that Lee’s Donuts claim their location on geolocation sites suchas Google Places, Foursquare and Yelp to increase their search engine optimization and take controlof their company information. A unified brand image should be presented through to their website andin all forms of social media. Overall, this will help build awareness, increased interest and greatersales through repeat and new customers. The budget for this campaign is $50,000 and the timelinespans one year, starting April 2013 and running until March 2014.
  • 2. 1TABLE OF CONTENTSCompany Introduction ............................................................................................................................ 2!Analysis & Evaluation............................................................................................................................. 3!External Analysis ................................................................................................................................ 3!Cartems Donuterie: ......................................................................................................................... 3!Lucky’s Doughnuts:......................................................................................................................... 3!Political, Economic, Social and Technology Factors (PEST).............................................................. 4!Internal Analysis.................................................................................................................................. 5!EVALUATION OF CURRENT PROGRAMS .......................................................................................... 5!Internal Assessment of Lee’s Donuts (1 being low and 5 being high) ................................................ 5!Implications ..................................................................................................................................... 6!Recommendations.............................................................................................................................. 7!Goals & Objectives................................................................................................................................. 7!Target Market ......................................................................................................................................... 7!Who Visits Granville Island: ................................................................................................................ 7!Who Visits Lee’s Donuts:.................................................................................................................... 8!Target Audience:................................................................................................................................. 8!Target Market:..................................................................................................................................... 8!Strategy ................................................................................................................................................ 10!Position: ............................................................................................................................................ 10!Strategic Direction:............................................................................................................................ 10!Tactics .................................................................................................................................................. 11!Continuous Improvement ..................................................................................................................... 13!Budget & Timeline ................................................................................................................................ 13!References ........................................................................................................................................... 15!Appendix............................................................................................................................................... 15!Who Visits Granville Island: .............................................................................................................. 15!Detailed Chart of Campaign Timeline: (see next page).................................................................... 15!
  • 3. 2COMPANY(INTRODUCTION(Lee’s Donuts is a Granville Island landmark that has been inexistence for 34 years and has the distinct honour of being one ofthe first vendors at the Granville Island Public Market. Lee’sDonuts is now one of five original vendors remaining. Thebusiness has been owned and operated by Alan Lee and his wifeBetty-Ann since its inception on September 22,1979.They bothhave a passion for donuts and make all of their delicacies by hand,with the freshest and best quality ingredients including locally made real fruit jams.Granville Island Public Market has aproximatley10.5 million visitors each year, (8)and Lee’s Donuts is abusy and beloved place to visit for delicious desserts. The products that Lee’s Donuts provides to theircustomers include donuts, donut holes, coffee rolls, fritters, mini fritters, long johns, bonbons, minipuffs, muffins, mini muffins, brownies, cinnamon buns, sweet and savory crepes, lemonade, coffee,tea, cold drinks, and hot chocolate. Lee’s Donuts does not offer catering; however they will do bulkorders for special events and offices.Some of the challenges that Lee’s Donuts faces are that they are limited in the number of large ordersthey can fill because all their donuts are made by hand and they must ensure that they have theappropriate number of staff scheduled to fill the orders. The owners believe they can further expandtheir donut sales; however, they would have to confirm that the staff scheduling would accommodatethe increased demand. In addition, ensuring that their newer staff members consistently provide thehigh level of service that Lee’s Donuts is known for can possibly be an employee training challenge.The types of people who are customers of Lee’s Donuts include a wide range of the population.These individuals can be broken down into 6 persona groups depicted as: The Urbanite, The Tourist,The Family, The Student, The Retiree and The Foodie. The Urbanite, The Tourist, The Family andThe Foodie have a high degree of social media usage and can be influenced by social media in theirpurchase decisions; they will be considered the target audience for this plan. In particular, TheUrbanite will be considered Lee’s Donuts social media target market because of their high usage ofsocial media, ability to influence others and their elevated level of disposable income.Lee’s Donuts currently does not utilize any form of social media or paid advertising efforts and doesnot have a company website. A social media campaign and website presence could be a fantastic toolto increase the reach of Lee’s Donuts to the Vancouver community. It could help put Lee’s Donuts onthe map as a must-see place for International visitors. Lee’s Donuts has great potential to attract alarge group of followers through various forms of social media, creating a more interactive platform forthis Vancouver landmark to connect with its clientele.(1 - Betty Ann & Alan Lee, Owners
  • 4. 3ANALYSIS(&(EVALUATION(External(Analysis(Lee’s Donuts is the only donut shop on Granville Island, which helps to position them strongly withinthe Granville Island Public Market; however, competitors such as Cartems Donuterie and Lucky’sDonuts have recently popped up in Vancouver’s gourmet donut market.Cartems(Donuterie(Cartems Donuterie is located on Commercial Drive and in Gastown. They are considered a popupshop. Cartems offer handmade donuts and delivery services. They use local ingredients and creativeflavors, such as their Makers Bourbon Bacon flavor, which consists of a bourbon glaze, topped with adouble smoked house cured candied bacon.Cartems utilizes several social media platforms. They have active Facebook, Twitter, and Instagramaccounts, as well as a website. Their Facebook page is updated regularly with specials includinggluten-free options, pictures, status updates informing their followers what flavours are still available inthe shop and they engage in two-way communication with their social media community. Cartemscurrently has 1,664 likes, which jumped up by 140 likes between January and March 2013. Theycurrently have ten photo albums showcasing their products and guests enjoying their products. Inaddition, two photo albums were added in the same time period.Their Twitter account has 2,636 followers, jumping up 174 followers in the same two months, whilefollowing 843 people, and have tweeted 2,580 times, 351 of which were in the same time period. Inaddition, their Twitter page has a branded background showcasing their specialty donuts.Cartems’ Instagram account had 157 photos in January 2013, with that number jumping to 171 byMarch. All photos on Instagram are of their products, guests enjoying their products, current specials,images of their donuts being made in-store and lineups out the door. They have 846 followers, anincrease of 154 in the two mounth period, and follow 287 people.They also have a company website at http://cartems.com. Their website is branded to mirror theirFacebook and Twitter pages. On it their story can be found, as well as a “find us” button, allowinginterested future guests to locate them easily, along with an order form for online purchases and theirFacebook and Twitter buttons. Cartems has a very strong social media presence and are consistentwith keeping their brand top of mind. Cartems is not located on Granville Island; however, theirdowntown location can be viewed as a top competitor to Lee’s Donuts because of their relativeproximity and their product.Lucky’s(Doughnuts(Lucky’s is located in the 2900 block of Main Street. They too, pride themselves on their handmadedonuts and broadcast that they make everything from scratch. Lucky’s claims to use the highestquality natural ingredients and are considered to be a gourmet donut shop in Vancouver; providingcompetition for Lee’s Donuts. Lucky’s also promotes their product online by highlighting their specialtydonut flavors, such as their PB&J donut: a square donut, piped with jam on all four corners withpeanut glaze, and finished with crushed peanuts on top. Lucky’s is an up and coming hotspot; pairing
  • 5. 4their donuts with an organic, free trade coffee shop driving sales to one another and will be in manypeople’s evoked set when thinking about a donut purchase.They have an active Facebook page, Twitter account, and branded website. Lucky’s Facebook pagehas 717 likes, jumping up 91 likes in two months, and they update their status every few days withnew product offerings, media coverage and special events that they host and sponsor.Lucky’s is in constant communication with their clientele; answering questions and attempting to fosterand maintain interaction through online engagement. Lucky’s has four photo albums on theirFacebook page; the pictures are of high quality and are frequently updated. They post images of theirnew flavored donuts, staff, establishment and donuts pairings with specialty coffee from the 49thParallel; the coffee shop they are paired with.Their Twitter account has 1,218 followers, jumping 88 followers in the two month time period, follows59 people and has tweeted 790 times. They tweet similar images to those displayed on theirFacebook page, answer questions and post humorous content around donut making and selections.Their company website at http://www.luckysdoughnuts.com is branded and tells the story of howLucky’s came to be along with their strong connection to the 49thParallel coffee shop. Their websiteprovides access to online order forms, news stories and even online t-shirt sales. They have links to49thParallel coffee shop and buttons to their Twitter and Facebook accounts. They also provide aspecific email for those who wish to contact them directly, and not publically. Overall Lucky’s has avery strong social media presence.Political,(Economic,(Social(and(Technology(Factors((PEST)(Political((Granville Island prohibits large corporate competitors, like Tim Horton’s, from entering the PublicMarket; thereby protecting the current mom and pop shop vendors. The CMHC (Canada Mortgageand Housing Corporation) lease agreement states that “no national/international chains or Franchiseswill be considered.” (3)Economic(Granville Island attracts approximately 10 to 12 million people per year. (8)People frequenting GranvilleIsland include Vancouver locals and tourists. If tourism were to decrease in Vancouver, the number ofvisitors to Granville Island would decrease as well, which in turn would lead to a decrease incustomers for Lee’s Donuts. This comes into play when considering that larger chains of donut shopscan make more donuts at a lower cost and can charge their customers less; which may steal awayprice sensitive customers from Lee’s Donuts.Social(Top Canadian Food Trends for 2013 noted “donuts are making a huge comeback across Canada andhave become a gourmet food trend. Donuts are receiving a lot of attention in the food and mediaworld.” (4)There is also a trend to place a higher value upon buying hand-made or artisan bakedgoods, which could be beneficial to Lee’s Donuts. In social media there is a large emphasis on foodand the “foodie” persona. Lee’s Donuts currently does not provide for a point of interaction in socialmedia, which could potentially harm their sales and potential for future growth. Finally,according to Statistics Canada 2011, “BC has the second highest percentage (40%)
  • 6. 5of fruit and vegetable consumption and Vancouver had the lowest percentage of obesity in 2009.” (5)Both statistics inferring that the population will most likely not begin to consume an increasing quantityof donuts.Technology(An automated donut-making machine could be used at Lee’s Donuts, which in turn could mean lessstaff needed and consequently more income for the owners. However, Lee’s Donuts considers theirhand-made donuts to be a part of their brand and are expected by their customers. This technologicaladaptation could therefore potentially hinder their future sales.Internal(Analysis(Lee’s Donuts currently does not have a mission statement or a formalized brand image. In addition,they have not engaged in any company driven social media or online outreach. A fan of Lee’s Donutscreated a Facebook page for them in August of 2011 and has received a sparse 41 likes fromfollowers with only six posts from the page creator, highlighting videos and links to encouragecomments. Two people are noted as “talking about Lee’s Donuts” online since 2011 and 126 peoplehave checked in on Facebook places to Lee’s Donuts. Their Facebook page only showcases onephoto album with twenty-three pictures of their product and staff members. This album has not beenupdated since the page was first launched. While it is encouraging that a fan of Lee’s Donuts took theinitiative to create a Facebook page for them, the lack of maintenance and interaction of this page canreflect poorly upon Lee’s Donuts. They could remedy this by creating their own company administeredFacebook page or by taking control of the current one. Lee’s Donuts showed some interest in thedevelopment of a company administered Facebook page and hopes to have it available by 2014.Lee’s Donuts currently has five videos on YouTube that were posted by fans and media, but they haveno videos that were posted directly from the organization and do not plan posting video clips toYouTube any time in the near future.Although internally Lee’s Donuts does not participate in any social media platforms currently, they dohave a social media presence on a number of user generated sites. All of the content on these siteshave been generated by the public and is not controlled or monitored by Lee’s Donuts. These sitesconsist of: Foursquare, Tripadvisor, Yellowpages, Granville Island Directory, Urbanspoon, Dine Here,Yelp, and Vancouver Foodster.EVALUATION(OF(CURRENT(PROGRAMS(Internal(Assessment(of(Lee’s(Donuts(((on a scale of 1-5, 1(poor), 5(excellent))Lee’s Donuts’ marketing engagement scores a one; currently Lee’s Donuts does not have a marketingplan and does not have plans to develop one in the near future.They score a one in their clarity of objectives. It is not clear how Lee’s Donuts is would like to pursuetheir social media or marketing campaign; although there is a current employee who wishes to beginsocial media engagement through the development of a Facebook page. Lee’s Donuts owners aretentative about taking steps forward due to the required staff time to upkeep social
  • 7. 6media engagement and the cost of an integrated marketing campaign.Lee’s Donuts scores three and a half for their social media presence because of their active fan baseon social media platforms. As explained above, Lee’s Donuts’ social media presence is minimal. Theirentire social media presence is created, monitored and updated by their fans. The large majority ofreviews listed on these sites are from satisfied customers.Their look and feel scores as a one and their quality of content scores a two. Their fan generatedFacebook page is not being utilized to the utmost and is outdated. It does not fully express Lee’sDonuts company personality and displays weak imagery and outdated content from 2011. Lee’sDonuts company logo, Granville Island location, staff and management; indicate a communityoriented, family run business that cares about producing a quality donut and maintaining one-on-onecustomer relationships. These attributes should be reflected in their online presence.Lee’s Donuts scores a one for quality of interactivity. Lee’s Donuts lack of company driven socialmedia plays into the assessment of the quality of online interactivity. There are many people talkingabout Lee’s Donuts on social media platforms, however Lee’s Donuts does not respond or thank anyof these contributors. There is no interactivity, or engagement, just a one-way dialogue towards Lee’sDonuts.They score a one for evaluation. Lee’s Donuts currently does not utilize any social mediameasurement tools and does not provide the opportunity for online feedback.Lee’s Donuts scores a one for their integration with online media. They currently do not have awebsite and do not utilize any social media platforms.They score a one for offline marketing integration. Lee’s Donuts integration with offline marketingmaterials is minimal. They are promoted within Granville Island’s printed directories and have basicmarketing and sales materials like in-store display menus, logoed napkins and business cards;however their overall offline marketing effort is very basic. Lee’s Donuts did not indicate an interest inexpanding their present offline marketing effort.Lee’s Donuts’ lack of social media engagement represents both a weakness and an opportunity. Bystarting from scratch, Lee’s Donuts can create a strategic social media campaign that is aligned with anewly formed integrated marketing campaign. This would project a unified company image andmessage. The IMC tools utilized will direct all current and potential customers to visit the company’snew website or to visit their physical location on Granville Island.Lee’s Donuts is a small, family run business and has limited resources for mass social mediaoutreach. The store’s owner, Betty-Ann Lee, feels tentative about moving into the world of socialmedia; however, she indicated that members of her staff would like to take a first step by creating acompany Facebook page, to be active by March 1, 2014.Implications(Lee’s Donuts is currently not engaging in any forms of marketing initiatives or social media and doesnot have a company website. They have received publicity from Shaw TVs “The Express”, the CMHC(Canada Mortgage and Housing Corporation) owners of Granville Island, City’s “Breakfast Television”,
  • 8. 7Joey Restaurant and Japan TV. There has been a fair amount of user generated content.The implication of the data collected from the internal and external analysis indicates that Lee’sDonuts does not have as large a reach or awareness as they could. Furthermore, their lack of a socialmedia presence and response to people’s comments could lead to negative perceptions amongst theirclientele, something Lee’s Donuts cannot afford with strong donut shops challenging them.They do however have some current strengths: people are talking positively about Lee’s Donuts,which gives them a strong brand, strong word of mouth and content to draw upon when they begintheir social media campaign. By starting from scratch, Lee’s Donuts can create a strategic socialmedia campaign that is aligned with a newly formed integrated marketing campaign (IMC), projectinga unified company image, mission statement and message. Lee’s Donuts has over 33 years of loyalcustomers, which means they have brand loyalty and customers who are willing to connect with themover their competitors, in spite of their lack of social media presence. In addition, these customers canprovide Lee’s Donuts with a broad database of potential leads that can facilitate customer relationshipmanagement strategies. Lee’s Donuts’ location also plays into their strengths. Grandville Island PublicMarket attracts approximately 10 to 12 million customers visiting every year. People love Lee’s Donutsproducts and they have a built in customer base for new and existing customers. Food trends arebeginning to support hand-made baked goods, made with fresh, local ingredients. A focus is shifting to“gourmet” artisan donuts, that can be seen from the development and popularity of decadent donutshops popping up around Greater Vancouver.Recommendations(Based upon the evaluation and analysis of Lee’s Donuts current social media efforts, which areminimal, Lee’s Donuts needs to establish a greater presence in the social media landscape in order toincrease sales and grow the business.GOALS(&(OBJECTIVES(The main goal for Lee’s Donuts is to harness their potential reach and brand awareness by setting upan online presence. Lee’s Donuts has the ability to reach a larger demographic and increase sales,but they have been stagnant in the digital world until now. In one year, Lee’s Donuts will aim toachieve 1,000 likes on Facebook, 200 Followers on Instagram and have 104 photos that have beentaken twice per week through the year. In order to ensure that these objectives get met, Lee’s Donutswill have a milestone checkpoint six months into the campaign. At this six month mark, Lee’s Donutswill determine if they are on mark to meet their one year milestones or if they need to increase theirsocial media efforts.TARGET(MARKET(Who(Visits(Granville(Island!(Reference Appendix)
  • 9. 8Who(Visits(Lee’s(Donuts(Lee’s Donuts is a family run business that has the honour of being one of the first vendors at theGranville Island Public Market. Lee’s Donuts has been in existence for 34 years and in this time hasbuilt a dedicated and diverse group of customers, majorly composed of people who live in the localarea. Betty-Ann Lee, owner, stated “generations of families frequent Lee’s Donuts, from greatgrandparents to toddlers. Even people who grew up in Vancouver and then move to the suburbs stillcome back to Lee’s Donuts to purchase their donuts.”(6)During the majority of the year approximately eighty percent of Lee’s Donuts customers are from theVancouver area and twenty percent of their customers are tourists. During the summer months fewerlocals frequent the Public Market and compose approximately fifty percent of their customer base andtourists compose the remaining fifty percent. (6)The types of individuals who are customers of Lee’s Donuts incorporate a wide range of thepopulation including individuals ranging in age from 5yrs - 95yrs. These demographics consist offamilies, singles, students, local businesses owners and tourists from a variety of cultural andeducational backgrounds as well as income levels.Target(Audience(Lee’s Donuts customers can be broken down into 6 persona groups depicted as: The Urbanite, TheTourist, The Family, The Student, The Retiree and The Foodie. The following table (page 9) describeseach persona type and their level of social media behavior. The Urbanite, The Tourist, The Family andThe Foodie have a high degree of social media usage and can be influenced by social media in theirpurchase decisions; they are considered the target audience. While The Student is highly involved insocial media, they tend to be difficult to sway and are fickle in terms of their product loyalty, as well ashave less discretionary income; therefore they will not be included in the target audience.Target(Market(Out of the six personas of Lee’s Donuts target audience; The Urbanite is Lee’s Donuts specific targetmarket. The Urbanite is male or female between the ages of 25 and 35 years old and lives in thetrendy metropolitan districts of Vancouver such as Yaletown, South Granville, Main Street, Gastownand the Downtown Core. These urban neighborhoods are a short commute away from GranvilleIsland, which makes Lee’s Donuts easily accessible to this market. They are young, workingprofessionals who do not yet have a family of their own and therefore have a large discretionaryincome to spend. The Urbanite always knows the hottest places to eat, the next big trend; they takepride in their city and put a value on local products. They are not price-sensitive and will instead seekout high-quality goods. The Urbanite frequents popular social platforms such as Facebook, Twitter andInstagram, and often access these via mobile applications since they are always on the go. Socialfeedback is essential to The Urbanite so they are frequently editing and sharing photos of theireveryday activities. When they look for information on where to go next and what’s happening in thecity, they call upon their top sites such as Yelp, Urban Spoon and Vancouver Is Awesome.
  • 10. 9USER PERSONAS FOR LEE’S DONUTSTheUrbaniteThe Tourist The Family The Student The Retiree The FoodieName PaigeThomasKazuyukiOnoRamanGuptaElika Chow Stewart O’Neil Elton BrownAge 34 28 44 19 64 52Location Vancouver Niigata,JapanVancouver Vancouver Vancouver VancouverHome Life Paige liveswith herboyfriend in a1 bedroomapartment inYaletownKazuyuki isin Vancouverfor 5 daysand isexcited tosee the city’smost popularsitesRaman liveswith herhusband andtwo youngchildren in alarge housein KitsilanoElika liveswith herparents in amediumsized housein MountPleasantStewart liveswith his wife ina co-optownhouse inFalse CreekElton liveswith hispartner in aluxury 3-bedroomcondo in theWest EndWork Life Paige worksas a lawyerat a large lawfirm locatedin thedowntowncoreKazuyukiworks forToshiba asan electronicengineerRaman is anurse whoworks forVancouverGeneralHospitalElika is achemistrystudent atUBC andconsidersherself agreat bakerStewart is aretiredPsychologistwho ran hisown practicefor 37 yearsElton is agallery ownerwhichspecializes inmodern artDonutBuyingBehaviourPaige orders4 dozendonuts to becouriered toher officeeveryTuesdaymorningHe lovestryingdifferent localfoods whileon vacation,includingsweet treatsShe buysdonuts forher familyeveryweekendafter herchildren’s artclassesElika likes togo to hangout with herfriends onGranvilleIsland duringthe week tostudy and eattasty donutsfor brain fuelHe walksdown toGranvilleIsland threedays a weekwith his wife tograb a donutand a coffeeElton loves tofind the besteats andshops for hisproduce andhis donutswith hispartner at thePublic Market
  • 11. 10SocialMediaBehaviourPaige followsinternationaland localnews groupson Twitter,loves Ms.604 &LinkedInHe writes hisown travelblog, updatespics on Flickrand stays intouch withfriends onFacebookShe has aFacebookpage, andlovesmommyblogsShe is highlyactive onTwitter,Facebook,YouTube,Pintrest &enjoys socialgamingHe is not allthat into socialmedia, but isconnected withfamily througha basicFacebookaccountHe activelyuses YELP,Foodzie,Urban spoon,Chow, Flickr,The GhettoGourmet &All RecipesSTRATEGY(Position(Lee’s Donuts is positioned as a leader in handmade donut shops in Vancouver. They should beprominent in Vancouverites’ and tourists’ evoked sets when considering purchasing handmade donutsin Vancouver. Lee’s Donuts has an excellent location, close to the downtown core, that has a highdegree of traffic from locals and tourists. Compared to other donut shops in Vancouver, Lee’s Donutsis the longest standing. Lee’s Donuts’ handmade donuts, high quality ingredients, location andcustomer service help place Lee’s Donuts ahead of the competition. Therefore, Lee’s Donutscompany personality will be family oriented; focusing on family feel. With the same ownership andoperation for the past 34 years, where customers receive the highest quality service along with thehighest quality product, and generations of local families come to purchase their donuts time andagain, this personality is ideal.Strategic(Direction(Given Lee’s Donuts’ lack of online presence or marketing in general, the main goal of their marketingstrategy is market penetration and brand recognition.In an interview with owner Betty-Ann, she stated that when Lee’s Donuts receives publicity there istypically an increase in customers of approximately 33% (6), which suggest that the public will be morelikely to visit Lee’s Donuts if they are aware of it (especially those who are already donut-consumers).This applies to local Vancouverites and tourists alike. Thus, by further penetrating the already existingmarket with steady marketing efforts, Lee’s Donuts will likely be able to increase their average numberof consumers sustainably and profitably. Since the only online presence Lee’s Donuts is entirely user-generated content, such as reviews, increasing their presence in the digital world as well as delvingfurther into the market can be achieved by simply establishing the basics, such as a website and somesocial media.The second option for market penetration is appealing to current customers and encouraging morefrequent purchase of their donuts. This might be done via the same online channels, but with differentcontent approaches focused on customer appreciation, loyalty, and a greater connection with long-time customers who already have a solid relationship with the brand and its owners.Overall, their lack of presence means the emphasis of their social media should be to establishthemselves in the online space, both for current customers and potential new ones to find them,thereby extending their reach.Online!Personality!Traits(
  • 12. 11Based on Lee’s Donuts strengths of a long-standing, locally owned, high-quality shop, their onlinepersonality will capitalize by using the following traits in their online voice: personal (since many long-term customers already know the owners); family-oriented (because families are one of their keydemographics and they are family owned); 1-on-1 attention (given that their customers are used to ahighly personalized approach); comforting (since the owners are warm people and donuts are acomfort food); natural (because they are hand-made and use specially selected ingredients); andfinally, local community feel (given their location and high degree of customers from the Vancouverarea).TACTICS(Lee’s Donuts will be using several different social media networks in order to promote themselvesonline. These examples can be found in the creative samples provided.First, they will be creating a basic website to list their hours, location, story, employees and founders,menu, press attention and reviews, and value proposition. It will also point to their social networks (asdiscussed below). This will serve as one of their two main spaces online. Once the website is set up, itwill require very little maintenance or updating. Its purpose is simply to establish a presence onlineand give the information potential customers require to find their location and become consumers.That said, “fresh” content will be added in the form of a Facebook feed widget and Instagram widgetso that visitors might see the latest happenings without the owners needing to edit the webpage. Acreative sample of the home page is included in the appendices of this document.Once the web page is established and social media content has been regularly posting (see attachedtimeline for exact details), Lee’s will begin a pay-per-click campaign through Google directing users toone of two unique landing pages on their website. The first will include enticing photos of their latestculinary creations coupled with a coupon to try them when they visit the store in a certain time period;the other will include the same photos with a call to action to suggest visitors like their Facebook pageto be included in more updates and flavors as they arise. All campaigns will be A/B tested and thelanding pages will be tracked with Google Analytics. Further discussion of measurement is included inthe Continuous Improvement section.Second, Lee’s Donuts will take control of the Facebook page that already exists for their business.This will be their primary hub for their social media activities. It has already had some interest fromcustomers as well as the owners, who are wary of digital marketing in almost all forms; it also syncswell with the other networks listed below. It helps to augment their content by being a central sourcefor their updates and cross-posts and is one of the networks that Lee’s Donuts’ target market (TheUrbanite) most frequents. Overall this means a central and more efficient online space to work for theirsocial media manager. Most importantly though, Facebook’s ability to keep the attention of customers,its customer service capabilities, ability to create dialogue with current and potential consumers, andemphasis on visual content are all big advantages for Lee’s Donuts in using this platform.Suggested improvements for their current Facebook page are included in the appendices. Theircontent strategy will focus on the visual imagery of their products (cross-posted from Instagram aswell), sharing their fresh creations, seasonal items, and customers enjoying their product. Photos willbe posted twice per week. Moreover, the page will be monitored daily forconversations, and the owners and social media manager will respond within 24 hours
  • 13. 12to all comments and messages. Finally, status updates will be posted on two different days (to bedetermined based on Insights) from their photos, asking fans questions, to vote in polls, complete fill-in-the-blanks, and other such text-based posts to generate discussion and engagement.In order to boost Lee’s Donuts’ number of likes on their Facebook page, they will begin a pay-per-clickcampaign using Facebook’s advertising capabilities. This campaign will focus on their target marketand bring users back to their Facebook page. Its copy will encourage users to like the page to seenew recipes, special offers, and the latest updates, as well as show which of their friends already likeLee’s Donuts’ Facebook page.Once the content strategy is rolling and the Facebook PPC campaign has generated a larger userbase, Lee’s Donuts will begin purchasing Sponsored Stories through Facebook as well. These willprimarily be any new or seasonal donut flavors that come out, and suggest that users like their page tobe the first to know of them. These posts will again focus on imagery of their delicious new product,encouraging clicks by targeting stomachs and taste buds.Third, Lee’s Donuts will establish a presence on Instagram to boost their social media presence in analternative and visually focused form. Lee’s Donuts’ products are highly photogenic, and given thatfood is one of Instagram’s most commonly created and shared subject (especially desserts), Lee’sDonuts has an innate advantage in this space and can gain traction relatively easily. Moreover, thetechnological and hardware investment would be minimal, which is uncommon for photo-basedmarketing. Instagram photos will be cross-posted to Facebook for optimum reach.Another alternative social media outlet that Lee’s Donuts will employ is a one year blogger outreachcampaign. This will consist of Lee’s Donuts seeking out Vancouver’s top food bloggers, possibly thosespecializing in delicacies, to visit them, try one of the donuts, and write a blog about their experienceat Lee’s Donuts. Bloggers have a substantial following and are able to reach niche markets, such asthe trendy urban donut connoisseur. Lee’s Donuts will reach out to a different blogger every monththroughout the yearlong campaign. This will ensure that Lee’s Donuts products are consistently beingwritten about throughout the year in order to encourage repeat visits.Finally, Lee’s Donuts will claim their venue on geolocation sites such as Google Places, Foursquare,and Yelp. This will have two main benefits: first, it will help their Search Engine Optimization for theirfreshly created website, as recommended. Second, it claims a space that already exists online; Lee’sDonuts already has 64 reviews on Yelp with a four-star rating and 217 check-ins and 9 tips onFoursquare. This user-generated content suggests many consumers who are eager to share theiropinion about the Lee’s Donuts experience and by claiming the space and branding it as their ownthey are far more likely to generate further reviews, comments, and user engagement.Regarding overall content, Lee’s Donuts will rely mainly on photographs, primarily from a smart phonefor ease of updating while on the job, as well as some simple text-based posts where applicable. Thisis in addition to the basic description and store information that is to remain on the networkspermanently. Their other content emphasis will be on responding to customer requests, suggestions,and overall user feedback. The brand’s long history with the same owners means many loyalcustomers and those strong relationships are to be continued on social media as best as possible.Automatic cross-posting will be used with discretion when relevant and applicable to ease the amountof work for the social-media averse owners.
  • 14. 13Lastly, Lee’s Donuts will check their social channels at open and close each day to monitor forcomments and user input. The setup of their website and claiming their venues on geolocation siteswill take an initial time investment, but require less time on an average basis once completed.CONTINUOUS(IMPROVEMENT(Lee’s Donuts will monitor their social presence in order to ensure their initial foray into social mediamarketing proves useful, successful, and profitable.Each network will be measured by different means, and have its progress benchmarked against itsinitial statistics using KPIs specific to that network. While these may be some of the more basicmeasurements, they are the necessary ones regarding their overall goal of brand awareness andreach. For Facebook, Lee’s Donuts will scrutinize their total likes, friends of fans, people talking aboutthis, and weekly total reach. They will also make note of their gender, age, and location demographics.Finally, they will note the page posts section of their overview so that they might see what types ofposts generate the best response. Their website will use Google Analytics to determine number ofunique visitors, page views, and source so that they know how much interest they are generating,what visitors are interested in, and where they are coming from. Finally, Lee’s Donuts will monitor theirInstagram to measure the KPI’s of overall likes and average number of likes per picture.For conversation monitoring, Lee’s Donuts will look at their accounts at open and close each day tomake sure they are adequately responding to user input, questions, and concerns. Negative posts willnot be removed but addressed formally and publicly (at least initially) to maximize transparency andstay on-brand with company friendliness.Finally, any links used in social media postings will have Google Analytics tracking code attached tothem (if directing to their website), and be shortened using analytics software such as HootSuite orbit.ly. These programs will then be leveraged to determine where traffic comes from, what posts andcontent deliver the most engagement, and what can be capitalized on for future successes. Socialmedia audits of all KPI’s and analytics will be done on a quarterly basis, as outlined in the timeline.BUDGET(&(TIMELINE(To fund its social media campaign, Lee’s Donuts has an overall budget of $50,000; this includes all ofthe costs associated with executing the campaign as well as maintaining the campaign. Tactics suchas Facebook page set-up, Google Places, Instagram, Yelp and Foursqaure accounts are all being set-up by Lee’s Donuts employees and therefore costs are calculated based upon hourly wage and hoursspent. Please see below for a detailed costing chart of all the different social media tactics that Lee’sDonuts will employ. Note that budgets for monitoring social network as well as data and measurementare based upon a costing for one year and will also be completed in-house by Lee’s Donutsemployees. Monitoring social networks is based upon an average of 30 minutes a day and data andmeasurement is based upon an average of one hour a day. (See page 14 for Budget breakdown).Timeline for this campaign is one year, starting April 2013 and running until March 2014. There are
  • 15. 14milestones throughout the year, in order to reach the yearend goal of having 1,000 Facebook Likesand 200 Instagram followers. Please see the Appendix, for a detailed chart of the campaign timeline.Activity Number of Hours CPH TotalWebsite-$-$15,000.00Facebook Page Set-Up3$12.00$36.00Blogger Out-Reach-$-$3,364.00Paid Search on Google-$-$5,000.00Paid FB Page Like Ads and SponsoredStories-$- $20,000.00Instagram3$12.00$36.00Google PlacesYelpFoursquareActivity - Continuous ImprovementNumber of Hours /YearCPH TotalMonitoring Social Networks182$12.00$2,184.00Date and Measurement365$12.00$4,380.00Total Campaign $50,000.00
  • 16. 15REFERENCES(1) http://www.cbc.ca/player/Digital+Archives/Lifestyle/Food/ID/1627179648/2) http://ca.shine.yahoo.com/blogs/shine-on/canadian-food-trends-look-forward-2013-92151093.html3) http://www.granvilleisland.com/leasing4) http://ca.shine.yahoo.com/blogs/shine-on/canadian-food-trends-look-forward-2013-192151093.html5) http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/health90b-eng.htm6) Interview with Betty Ann Lee, Owner – February 24, 20137) http://www.theepochtimes.com/n2/canada/vancouvers-granville-island-20317.html8) http://www.youtube.com/watch?v=HAQ9Zz3o9FA&feature=player_embeddedAPPENDICES(Who(Visits(Granville(Island(Lisa Ono, Manager of Public Affairs & Programming for Granville Island, described in her May 19,2011 interview in Good Food World the makeup of who visits Granville Island:Granville Island draws 10.5 million people each year (7). Over seventy percent of Granville Islandsbusiness is from the local community, who tend to shop at the Public Market from one to three timesper week for their everyday food products. Fifty percent of the traffic on Granville Island is from out oftown and the other fifty percent is from people who live within driving distance of Vancouver. Frequentvisitors of Granville Island love that it has local business owners who are experts that know theirproducts well and sell goods of extremely high quality. People love the quality and are willing to makea special trip to Granville Island for that. (8)Granville Island also offers an ambiance that does not compare with any other super market. Peopleenjoy shopping at Granville Islands Public Market. This type of feeling is not typically what isexpressed about a general grocery shopping experience. Granville Island provides both a shoppingand a cultural experience, where people can bring their kids, enjoy beautiful vistas, listen to fantasticmusicians, relax outdoors while having a coffee or sit down and have a meal in one of the restaurants(8). Tourists also love to visit Granville Island because they get to feel like a local Vancouverite (7).Granville Islands Public Market is considered to be so much more than just the public market; localsreally embrace it and consider it a treasure in their city. (8)Campaign(Timeline(Please see next page.
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