2. Target Market:
Joe’s is a place with a fun atmosphere and a spot to come for a
good time… no matter who you’re with.
Grandpar Fami
Kids ents Couple
s lie s
3. Key performance indicators:
Joe’s currently has a decently strong social media presence, but
after this social media makeover we’re moving joe’s to the top.
Facebook: 292,000 300,000 Followers
Twitter: 4,471 10,000 followers
Pinterest: 1,245 2,000 followers
Linkedin: 1,029 2,000 followers
4. The BIG idea:
Joe’s is going to use their social media platforms to bring the
islandy, laidback feeling you get on a tropical vacation (or at
joe’s!) to you anywhere through your smart phones or computers.
Ultimately to make consumers crave the relaxation they get from joe’s.
5. Search engine optimization:
We want to make sure joe’s seo is up to par, we wouldn’t want a
new customer searching for joe’s and coming up empty handed or
misdirected. So were optimizing joe’s name to its fullest
potential.
The keywords we’ll acknowledge for this campaign are going to be:
Seafood
Joe’s
Joe’s Crab Shack
Crab
Joes
Joes Crab
Joe’s Crab
Joes Crabs
Joe’s Shack
Joes Shack
6. KPI: Breakdown of twitter
Seeing as Joe’s facebook page is doing exceptionally better than
their twitter account, our goal is to tackle this gap and bring
twitter up to speed with the following of their facebook.
Increase tweets
from 3 times a week
to 2 times a day.
Tweet during prime
food times:
11am – 2pm
5pm – 8pm
Post active tweets:
“retweet if…”
“Favorite if…”
7. Instagram hashtag campaign:
“shack shots” has taken on the name of joe’s creative instagram
campaign, which is very successful. Customers while dining at
joe’s may instagram a photo and hastag #eatatjoes or
#joescrabshack. Posting these will have their photos featured
on the official joe’s website.
8. Vine a little joe’s action:
This new vine app is really picking up speed in the social
networking scene. The app allows users to upload 10 second clips
with sound for others to view.
Customers, like our instagram campaign, may shoot one of these
10 second vine clips while enjoying their stay at joe’s and
hashtag one of the already previous hashtags to have their
videos featured on the joe’s official page as well.
9. Budget breakdown:
Through extensive research we’ve come up with some numbers…
•Joe’s annual revenue =$3.8 million
•Joe’s monthly revenue = $316,000
•
Digital marketing monthly campaign for joes = $14,400
•Seo = $3,600
•PPC = $5,040
•Social Media = $2,880
•Email = $720
•Mobile = $1,440
•Content = $730
New drop down menu called “Crab Clips” Hyperlink picture to video of joe’s dancing example. Competition into best vine video experience at joe’s winner gets something. http://www.youtube.com/watch?v=62IYYITY3Rc