Digital Media Strategy Proposal<br />Prepared by Laura Daien<br />Summer 2010- MSU New Media<br />
Challenges/Goals<br />Challenges:<br />Amount of restaurants in college towns<br />Price comparison<br />Goals:<br />Promo...
Facebook<br />3<br />Build Fan Base<br />Promote university rivalry<br />Regular updates<br />
Twitter/Foursquare<br />Twitter<br />@pizzahse- 149 followers<br />Repetition<br />Interaction <br />Foursquare- Marketing...
YouTube<br />Develop YouTube Channel<br />Where’s Boxy<br />5<br />
Website/E-Newsletter<br />Website<br />Regular New Coupons<br />Online Ordering- Link to CampusFood<br />Link to other soc...
Google AdWords<br />Small campaign at beginning of each college semester<br />Search terms<br />Late night delivery<br />P...
How it all fits together<br />8<br />Increased Customer Base<br />Website/ Newsletter<br />
Measuring Success<br />By Tool:<br />Facebook: # of fans/interaction<br />Twitter: #of followers/Re-tweets/Mentions<br />F...
Budget Investment/Timeline<br />Coincide with school kickoff– run consistently <br />Sole costs: <br />Tactical implementa...
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Pizzahouse laura daien

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  • Current fan base:EL FB Page: 1,700 fansA2: 5,000 fansUniversity rivalry: need to play up promotion to gain fans, mention is on website, and no where else. Posts to get more fans than U of M (or MSU) should occur several times a week. Consistent updates: Updates need to happen at least twice a day. Updates should try to interact with followers as much as possible. Things to promote on page: -Food specials daily-Delivery-Hours-Vast Menu-Room Rental -Catering
  • TWITTER: Available handles- @PizzaHouseEl @Pizza HouseA2Locations have very different identity that on Twitter they should as well (just like Facebook)Updates need to occur at least twice a dayTopics to promote are the same as Facebook listTwitter requires interaction. Twitter followers can give input on new menu items, etc. Currently only interaction is saying “who’s coming to watch the game at our place?”FOURSQUARE: HUGE OPPORTUNITY to build loyalty among customersOffer perks for mayorshipDeals on frequency and recommending Pizza House
  • -Opportunity to build digital video content online to connect to websiteContent on ChannelTestimonials (including famous people)EventsBuild rivalry between schoolsWhere’s Boxy VideosRestaurant toursCommercials
  • In Google Searches: Pizza house tops the list in searching-Pizza East lansing-Pizza Ann Arbor
  • - Together all of these ramped up social media activities will be helpful to building loyalty among Pizza House customers and increasing business.
  • Pizzahouse laura daien

    1. 1. Digital Media Strategy Proposal<br />Prepared by Laura Daien<br />Summer 2010- MSU New Media<br />
    2. 2. Challenges/Goals<br />Challenges:<br />Amount of restaurants in college towns<br />Price comparison<br />Goals:<br />Promote unique qualities/offerings<br />Use social media to increase business<br />2<br />
    3. 3. Facebook<br />3<br />Build Fan Base<br />Promote university rivalry<br />Regular updates<br />
    4. 4. Twitter/Foursquare<br />Twitter<br />@pizzahse- 149 followers<br />Repetition<br />Interaction <br />Foursquare- Marketing Opportunity<br />Deals for frequency/checking in<br />Perks for mayor<br />4<br />
    5. 5. YouTube<br />Develop YouTube Channel<br />Where’s Boxy<br />5<br />
    6. 6. Website/E-Newsletter<br />Website<br />Regular New Coupons<br />Online Ordering- Link to CampusFood<br />Link to other social media mediums<br />E-newsletter<br />Post on Facebook/Twitter<br />Include all information that’s on social media<br />6<br />
    7. 7. Google AdWords<br />Small campaign at beginning of each college semester<br />Search terms<br />Late night delivery<br />Pizza delivery East Lansing<br />Pizza delivery Ann Arbor<br />7<br />
    8. 8. How it all fits together<br />8<br />Increased Customer Base<br />Website/ Newsletter<br />
    9. 9. Measuring Success<br />By Tool:<br />Facebook: # of fans/interaction<br />Twitter: #of followers/Re-tweets/Mentions<br />Foursquare: # of check-ins/tips written<br />YouTube: # of hits<br />Google AdWords: # of clicks<br />Website: Increased Visitors<br />E-newsletter: Increased subscribers<br />9<br />
    10. 10. Budget Investment/Timeline<br />Coincide with school kickoff– run consistently <br />Sole costs: <br />Tactical implementation- same as current<br />Discounts/Prizes- $5,000 ($2,500 per location)<br />Overall worth: PRICELESS<br />10<br />

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