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Digital Marketing Strategy.
                      Kristine Pierce
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
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
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.
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
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…”
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.
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.
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
Sources:
Images:
•http://www.joescrabshack.com/
•http://www.fsrmagazine.com/corporate-responsibility/obesity-buster?p
•http://images.smoothfusion.com/marketing/joes-screencap.jpg
•http://www.scientificamerican.com/media/inline/beer-batter-is-better_1
•http://www.clker.com/cliparts/S/C/F/a/I/C/palm-tree-hi.png
•http://thumbs.dreamstime.com/thumblarge_474/1265060504F6mnG7.jpg
•http://4.bp.blogspot.com/-N7qk79MTHuw/UPeHiDgsYCI/AAAAAAAAH4o/kp7V6Q
•http://topseopicks.com/wp-content/uploads/2013/03/offsite-1.jpg

Information:
•https://www.facebook.com/joescrabshack
•http://pinterest.com/joescrabshack/
•https://twitter.com/Joes_Crab_Shack
•http://www.linkedin.com/company/joe's-crab-shack
•https://adwords.google.com/o/Targeting/Explorer?
__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS)

Video:
•http://www.youtube.com/watch?v=62IYYITY3Rc

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Joe's Crab Shack Digital Marketing Strategy

Editor's Notes

  1. Click hyperlink hashtags to visit official page.
  2. 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