Baratta Marketing Deck

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BARATTA ENT. INC. DIGITAL MARKETING REPORT
Salvador Rodriguez, Alex Gandara, Augustine Simms, Anita Wang / / Marketing 437 Fall 2014

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SUMMARY
222 Atlantic Ave Long Beach, CA —T: (562) 437-4447
#BarattaBigRig #BarattaLB www.barattaenterprises.com
Introduction
Situational Analysis
Objectives and Goals
Target Segment
Strategies
Actions
Results
Discoveries

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BARATTA ENT. INC.
Founded & Managed by Christine Baratta sine 1996
who has over 30 years experience in the industry
Located in the Downtown East Village District of Long
Beach California
One-stop shop for all vehicle registration needs
Primary focus of business is commercial vehicle
registration
No presence or experience on Social Media

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INTERNAL SITUATION
EXTERNAL SITUATION
Work Environment
Ofﬁce of 6 reps
“Like home” atmosphere
Makes clients feel comfortable
Office Environment
Welcoming environment, Art & Music
Friendly Bilingual Staff
Located on Atlantic & 2nd street
“Buy from local” culture prevalent in the area
Population of 40,338 in the radius of the area code (90802)
Very close to the Port of Long Beach

` 
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SWOT ANALYSIS
Strengths
Great Customer Service
Over 30 years of experience in the
ﬁeld
Process saves time and trip to the
DMV
Opportunities
Give valuable information to
truckers on the road
Build brand recognition
Threats
Potential customers are loyal to other
vehicle registration companies
Unable to successfully reach target market
Weaknesses
Slightly higher service fees than DMV
The company is not well know in the local
or vehicle registration community
Location is not ideal for close parking
Website is not well organized and had too
much information

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DIGITAL SPECIFIC SWOT ANALYSIS
Strengths
Website is Informational
Opportunities
Build brand recognition
through the use of social
media
Weaknesses
No social media presence
Target market are not heavy social
media users (Male, age 35-40)
Threats
Not enough user activity on social
media
Unable to successfully reach target
market

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Type to enter text
STRATEGIC GOALS
I. Generate online awareness
II. Create sustainable social media platforms for the
brand
III.Create consumer engagement and interest through
social media platforms
IV.Increase local visibility
V. Inform consumers about useful registration rules
and knowledge

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DIGITAL MEDIA OBJECTIVES & GOALS
Facebook
Obtain 50+ page likes
Encourage Participation and
engagement on posts
Create a friendly community of
truckers and commercial drivers
twitter
Obtain 50+ Relevant Followers
Encourage Participation and
engagement on posts
Create a friendly community for
potential clients & Truckers
instagram
Obtain 200+ Followers
Encourage participation and engagement
on posts
Create a friendly community for consumers
and truckers
yelp
Incorporate Positive testimonial
website
Communicate suggested recommendations
to maximize website effectiveness to owner
and website designer

•Adhere social media decals to the front of
store location (Completed on 10/1/14)
•Initiate and document a practical digital
marketing proposal that the owner can
continue after our assistance (Complete by
12/1/14)
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NON-DIGITAL MEDIA OBJECTIVES & GOALS

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TARGET SEGMENT
Age:
35-‐45
Sex:
Male
Ethnicity:
La'n
American,
Caucasian
Language:
English/Spanish
Employment
Status:
Truck
Drivers
&
Truck

Route
Owners
Local:
Yes
Loca6on:
Long
Beach,
San
Pedro,

Wilmington,
Signal
Hill.
Smartphone
Owners:
Yes
(Daily
Users)

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TARGET SEGMENT BEHAVIORS
• Long haul drivers and travelers
• Seeks break from working long hours
• Humor seekers / Comic relief seekers
• Always on the road
• Takes photos
• Truck enthusiasts
• Looking for competitive rates

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SOCIAL MEDIA
Create a Platform for Entertainment : post memes with
photos of a truck or a related image and a comedic caption for humor
Promote Baratta Ent. Inc. : post promotional offerings and
important information about the business and how its services could
beneﬁt the consumer
Consistently Update Beneficial Information: have
questions answered, and converse with like-minded individuals while
accessing our channels.

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SOCIAL MEDIA TIMELINE
10/2 Create and implement social media sites (i.e. Instagram, Facebook, Twitter)
10/4 Create and post social media decals for the Baratta ofﬁce window
10/6 First Meeting: Introduce Christine how to social accounts
10/17 Second meeting with owner for update and lessons on social media
10/30 Third meeting with owner for update and lessons on social media
11/7 Reached 200+ followers on Instagram
11/12 Reached 50+ likes on Facebook
11/14 Launch 10% off Promotion
11/19 Obtain testimonials from customers for website
11/21 Fourth & ﬁnal meeting with owner for update and lessons on social media

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MEASURING
Facebook Analytics Iconosquare

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SOCIAL MEDIA MARKETING ACTIVITIES

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FACEBOOK
Prior to our campaign,
Baratta did not have a
Facebook.
Comments and likes are
rarely seen on our posts,
but they were seen by
more than half our
followers.
Updates were a mix
between photos and
informational text.
Images were the same as
other platforms to keep
cohesion.

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!
!
FACEBOOK
!
OUR GOALS
Obtain 50+ page likes
Encourage participation and engagement on posts
Create a friendly community for consumers and
truckers
Tailored content on all of social media towards Big
Riggers

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TWITTER
Twitter was used to connect with larger companies
in the industry and to disseminate relevant
information.

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YELP
Educated Christine about an important Yelp Page.
Asked Baratta to encourage clients to post a
review after a great experience.

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BARATTA WEBSITE
Baratta had an existing website, but it was
cluttered, outdated and not interactive.
Our campaign became a catalyst for Christine to
invest in a new website.
We gave suggestions for a new more interactive
that incorporated testimonials and

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I. Create Instagram
II. Original Posts: 18
III. Uploaded 1-3 posts every week
IV. Use of different hashtags
OUR GOALS
Obtain 200+ followers
Encourage participation and
engagement on posts by
having people comment and
converse
INSTAGRAM

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!
Post coupon promotion
Used for engagement and
increased awareness of the
brand
Primarily created for
entertainment
INSTAGRAM

OVERALL MEASUREMENT
0 Followers to 232
Followers
231 had Reciprocal
Relationships
“0 to 200, Real Quick.”
0 Likes to 52 Likes
“Started from the
bottom, now we’re
here.”
o Followers to 19
Followers
Gained attention from
Larger companies in
the industry.
0 Reviews to 4
Reviews
(Encouraged Clients
to post reviews)
!
!
!
!

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DISCOVERIES

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INTEGRATION
We integrated our channels by linking our posts, for example when
we posted a photo on Instagram that image was then shared on
Facebook and Twitter
We focused on posting relative and consistent content on all
channels, with the same message, theme, and voice.
Our goal was to be homogenous amidst all networks to avoid brand
confusion, maintain image and reserve attentive followers.

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TARGET MARKETING
In order to be successful, our campaign had to focus on a segment that was
constantly seeking entertainment, and relevant information.
We had to cater to our social media active target market by considering a few
aspects:
• Type of information truckers need & Seek.
• New rules, regulations and Deadlines.
• Whats sparks their interest.
• Which Social Media Platforms would be most effective for the target segment.

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REAL WORLD PROBLEMS
The location does not have much visibility and is located in
downtown Long Beach where parking is a big challenge.
The company does not have much local awareness.
Christine started from knowing nothing about social media,
which prevented her business from reaching its full potential.

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