Erin Cullen  MSU New Media Drivers Liscence, Summer 2011 How Biggby Coffee’s Localized Edge can propel its Digital Growth ...
Increase  Social media mentions Differentiate  Biggby’s Brand Increase  brand  awareness  in Target ASPIRATIONAL
<ul><li>Primary </li></ul><ul><li>Ages 25-44 </li></ul><ul><li>White Collar </li></ul><ul><li>Awesome </li></ul><ul><li>Se...
Growing, yet still novel High Quality, Slightly higher price = Better Experience COMPETITIVE  Uniquely Localized GO GREEN!
RECOGNIZABLE Identifiable ,   Location-specific  logo on social media platforms Use  “Parent/Child”  Accounts on Facebook ...
The Relationship Builder Get to know your customers. The Conversation Contributer Hear and be heard. INTERACTIVE The Exper...
Keyword:  Free Wi-fi East Lansing Free Wi-Fi at Biggby Coffee! Come in and study. free internet access and $1 off coupon! ...
Success Measured in… Site Traffic Blog Followers YouTube Ad Participants Successful Social Media Mentions Facebook Fan Gro...
Digital Strategy  –  Budget Allocation FISCAL Facebook Re-Design and Page Management 18% 14% 11% 31% 26% Blog Management S...
Create Biggby  “ Place   of Mind” Interact  with Consumers in a  REAL  way Increase Recognition  as Biggby brand Grows PER...
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Biggby Coffee Digital Marketing Strategy - Erin Cullen

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Biggby Coffee Digital Marketing Strategy - Erin Cullen

  1. 1. Erin Cullen MSU New Media Drivers Liscence, Summer 2011 How Biggby Coffee’s Localized Edge can propel its Digital Growth IGG… Go or go Home
  2. 2. Increase Social media mentions Differentiate Biggby’s Brand Increase brand awareness in Target ASPIRATIONAL
  3. 3. <ul><li>Primary </li></ul><ul><li>Ages 25-44 </li></ul><ul><li>White Collar </li></ul><ul><li>Awesome </li></ul><ul><li>Secondary </li></ul><ul><li>Ages 18-24 </li></ul><ul><li>Students </li></ul><ul><li>Tech Savvy </li></ul><ul><li>Also Awesome </li></ul>TARGETED
  4. 4. Growing, yet still novel High Quality, Slightly higher price = Better Experience COMPETITIVE Uniquely Localized GO GREEN!
  5. 5. RECOGNIZABLE Identifiable , Location-specific logo on social media platforms Use “Parent/Child” Accounts on Facebook Place Pages Integrate Facebook content and branding on Twitter KALAMAZOO, MI GREEN BAY, WI KALAMAZOO, MI Columbus, OH Indianapolis, IN GREEN BAY, WI BUFFALO GROVE, IL KALAMAZOO, MI EAST LANSING, MI
  6. 6. The Relationship Builder Get to know your customers. The Conversation Contributer Hear and be heard. INTERACTIVE The Expert Share expertise of product category. Develop yourself as an authority in your field.
  7. 7. Keyword: Free Wi-fi East Lansing Free Wi-Fi at Biggby Coffee! Come in and study. free internet access and $1 off coupon! www.biggby.com Cool Off at Biggby Coffee! Beat the heat with a Biggby Crème Freeze. Click here for a $1 off coupon! Keyword: Weather Forecast Detroit SEARCHABLE
  8. 8. Success Measured in… Site Traffic Blog Followers YouTube Ad Participants Successful Social Media Mentions Facebook Fan Growth/Interaction
  9. 9. Digital Strategy – Budget Allocation FISCAL Facebook Re-Design and Page Management 18% 14% 11% 31% 26% Blog Management SEM/Google AdWords Twitter Management Impression-based ADV/YouTube Channel
  10. 10. Create Biggby “ Place of Mind” Interact with Consumers in a REAL way Increase Recognition as Biggby brand Grows PERSONAL
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