For my Social Media Strategies class in the Fall of 2017, I, along with a partner, had to create a social media campaign for a local business in the town of Maryville and make it appeal to the larger audience.

1. for
Professor Jody Strauch

2. In May 2002, Molly’swaspurchasedbythe current owner,MickHoskey,andwas originallya
party club,where alcohol wasthe bestanddancingwasthe rest.WhenMike boughtthe establishment,
hisintendedpurpose wastocontinue the scene asanightclub,buttomake copiousamountsof
upgradesto outdothe past.Molly’sPartyClubwas originallyslatedonthe entertainmentside,andMike
saw thatthere was a successful businessbehindit,sohe wantedittoremaininthat market.
Since Mike’sreopeningof Molly’s,he wantedtokeepthe pricesof alcohol low andthe volume
of the musichigh,keepingthe customersinterestedincomingbackandjusthavingfun. Molly’sisthe
onlydance clubthat is locatedinMaryville anddoesn’tconsiderotherbarsascompetition.Every
businesshasitsniche,the availabledance floorandfriendlyDJmakesthisbusinessone of akindinthis
small town.
Molly’sprimarybusinesstacticisthe dance club,the bar isjust a plus,butpeople don’tcome
justfor the dancing.Inorder to grab a customer’sattention, Mike hadtothinkbigger. The goal is
increase awarenessof the Thursdaynightspecial,Ladies’Night.
Currently,Molly’sPartyClubhasa Facebookpage anda Twitterpage.These includepromotions
of the drinkspecialsforthe nightsof WednesdaythroughSaturday.Molly’sheavyuse of social media
occur duringAugustthroughNovemberwhenthere are potential newcustomers,suchasincoming
freshmen, transferstudents,andreturningstudents toNorthwestMissouri State University.The social
mediaisalsoused for“tagging” purposes,meaningotherprospectsare able toview these pageswhena

3. customerhas postedareviewof the businessthroughpicturesorstatuses.Molly’sPartyClubTwitter
has 1,355 followersandFacebookhas3,002 followers,whichcanbe accessedthrougha mobile appor
desktoponline.Molly’sFacebookpage hasbeenvisited3,446 timeswithlittletonoadvertisement.
Thoughthese numbersaren’tterrible,the partyclubshouldhave abiggeronline entityfor
customerstotag andinteractwith,inorderto peakthe interests’of potential customers.Withitslow
setpricesand a generation’sdemandfornightclubs,thisbusinesshasthe abilitytoreachanaudience
outside of citylines,bringinginthose thatjustwantto have a new experience.
For legal reasons,Molly’sisnotallowedtoadvertise price points,butthe abilitytouse social
mediacouldmeana little more leeway.The businessisstrugglingtoreachpeople whoare unaware of
the nightlyspecials,specificallynightsoutof the weekthatmostpeople are willingtostayout late and
lettheirinhibitionsloose.Mike wantstoemphasize the greatdealshappeningonThursdaynights.
As mentionedbefore,Mike doesnotsee muchcompetitioninthe wayof hisbusinessbecause
everybusinesshasitsownniche.Molly’snichejustsohappenstobe a dance club withthe bar as a
bonus.For technicality’ssake,Molly’smaincompetitorscurrentlyare The Pub,Burney’s,andThe Palms;
all three of these barslack a dance floor.
The Pub’smainstrategyis differentactivitieseverynightthroughoutthe week.Forexample,
Wednesdaynightsare openmicnightsandThursdaynightsare Trivianights.Burney’sisa bar business
that createsa sitdownand relax type of environment,made forsportsfansandcountry musiclovers.
Finally,we have The Palms,whichhaslive bandsonthe weekends,andisalsojusta sitdownand relax
type of bar.

4. All fourof these businesseshave some type of social media,butare alsonotgreatlyusedto
promote themselvestopotential customers.If Molly’sistouse a separate social mediaentity,one that
resonateswithitstargetaudience best,toemphasize itsdailydrinkspecials,itcould remainaheadof
the competition,rake inmore followers,andexpanditsaudience tomore thanjustMaryville.
Molly’sPartyClubisonlyopenfournightsa week,witheverynighthavingaspecial.The only
problemis,isone dayof those fourisnot takenadvantage of because it’sdeadcenterbetweenthe
weekendalmoststartingandone of the more popularnights,Mug Night.The goal is to increase
awarenessof Molly’sThursdaynightspecial, Ladies’Night.
To increase awarenessforMolly’sThursdaynightspecial,focusingonthese particularthemeswill
elevate consumersales:
 Inexpensivedrinks—Findingaplace that servesinexpensive alcoholicdrinksmaybe hardto find.
However,duringLadies’NightatMolly’s,the price formultipledrinksisincludedinthe entryfee
for $7. Womenare more likelytocome duringthe hoursofferedinsearchformultiple drinks
withouta continuousfee.Also,remindconsumersthatmenare not excluded,fortheirentryfee
is$2. Althoughthe fee formenismuch lowerthanwomen,the menwill still have topayfor
each drinktheyreceive withaslittleas$3 perdrink.
 Non-Drinkers Included—Despite itbeingLadies’night,the ideaforpeople tocongregate at
Molly’sisthe point.However,mostmaythinkMolly’sisadrinkingonlyclub.Thisisthe chance
to remindotherswhochoose notto drinkthatthe dance floorand songrequests are free to

5. use,as well asthe billiard’stablenearthe front,andthe televisionsandpopcornmachine inthe
back.
 Local Business—it’sveryeasyforcustomerstogetcaughtup inthe Maryville nightlife,with
multiple bars.Remindthe customersthatMolly’sisalocallyrunbusinessandthatthe business
reliesonpeople like them,makingthe consumersfeelimportantandthattheyare attributingto
the successof the business(because theyare).It’salsoconvenientthatMolly’sisinplacedina
college townwithmostof the inhabitantsbeingof drinkingage,andwithinamile’sradius.
 Varietyof drinks—While Molly’soffersinexpensive drinks,the bestpartisthat theyoffera
myriadto choose from,soas to keepthe customer’sontheirtoes.
In thiscampaign,Molly’swill focusonthe inexpensive drinksandentryfee thatitoffersonThursday
nights,alongwiththe wide assortmentof drinkstotryfrom.Withthe variety,Molly’salsohashada
couple of theirowndrinksthatno one else offers.
Beloware some examplesof sampleMolly’ssocialmediapoststhroughFacebookandtwitter,along
withthe sample blogpostsconnectedtoeach.

6. FacebookPost1:
TwitterPost1:

7. BlogPost 1:
Thursday Nights and Nothing to Do
It’s6:45 p.m.,you’vebeen blaring Netflix forthe pastthree hourswatching 10 ThingsI Hate
AboutYou twice now,and wowyou can’tbelieve how young and hotHeath Ledgerused to be; But
you’vealready seen this movie,atleast, twelve thousand times.It’stimefora change.You check your
Facebook,howuneventful.Instagram?Nothing new butsomepicturesof Susan sipping on herpumpkin
spice latte’ again.And Snapchat?Justa coupleof peoplerocking outto someAriana Grandeand
pretending there’sa partyin their dormroom,butthey’renoteven 21 yet.It’s time forTwitter, a social
media postpopsup first at the top under“In CaseYou Missed It”. Molly’s,thelocal bar,is advertising for
something specialon Thursday night.Buttonightis Thursday night.Thecuriosity,the overwhelming urge
to knowwhatthesurpriseis.
You call up Becky,she hasnothing to do either. You call Susan,tell her to putthatpumpkin spice
latte’ down and pickup a red solo cup for oncein her life, she saysyes.10 minuteslater and you havea
group of girls ready to go to a barand dancethe nightaway,despitehaving an 8 a.m.classand Lord
knowsyou can’teven handlethatearly in the morning withouta Mocha Frappuccino with a pump of
caramel and 2 shotsof espresso,let alonea hangover.
You and yourfriendsarriveto Molly’s.The music insideis blaring Rhianna “Bitch Better Have My
Money”and you immediately feel like theleader of thepack,basking in theglory thatis Rhianna.The
lady at the doorasksfor$7, she handsyou a wristband afterchecking yourI.D. and a red solo cup.
“Enjoy your‘all you can drink’ night,”shesays.
Excuseme. All you can drink?This mustbe crazy.Noteven Kevin Hart is asfunny asthis practical
joke.

8. “This isn’t a joke,all you can drink, ladiesonly,”she said withoutyou having to say anything.
She’syourdreamy Edward Cullen reading yourmind and telling you whatyou wantto hear.
Thursday nightsand Molly’sarenow yourfavoritecouple.This pairing healed yourbroken heart
overthe Angelina Jolie and Brad Pitt split becausenow you’vefound yourforeverduo thatyou can
alwaysrely on to makeyou smile (and maybea little drunk).
BlogPost 2:
Drinks from Molly’s You HAVE to Try
Mostpeoplehavea set drink in mind wheneverthere’sa chanceto go to a bar,and they usually
get the mostgeneric and universaldrinkthat’soffered.Though Molly’sParty Club doesofferthese
drinks,there are somethatare madespecifically by Molly’sand somethat aremade perrequest.Here
are drinksto try nexttime you stop by:
1. The Ninja Turtle—a green drink thatmay notsound appealing,butthemixtureof sweet and tart
is sure to keep you on yourfeet.The drink itself is madeof vodka,lemonade,U.V.bluevodka,
and a squirtof sprite.
2. Caribou Lou—though thebartendersmightlookat you asinsane,they still offerthis drink.The
tasteis forthe sweetat heart and probably oneof themostdangerousof thedrinks,becausethe
alcoholis masked.Theingredientsare 151 Rum,PineappleJuice, and Malibu Caribbean Rum.
3. Jolly RancherTwist—thisdrinkis nostalgicand probably a fan favorite.Becauseof thesweet
candy flavoring in this drink,the alcoholcould easily be missed,making this anotherdangerous,
yet satisfying drinkto have.Inside,you’llfind apple vodka,peach schnapps,and cranberry juice.

9. 4. PurpleRain—Don’tlet thename foolyou,Jimi Hendrix will unfortunately,and obviously,notbe
able to servethis drink,butit’s possible it wasinspired by him. The ingredientsforthis cocktail
are gin,cranberry juice, blueCuracao liqueur,sweetand sour mix,and sprite (orPepsi,if you’re
nota fan).
5. If you wantsomething a little more simple, I suggesttheLemonadeVodka.It’smadeexactly asit
sounds,butyou can askfora doubleon the vodka if you’refeeling risky!
BlogPost 3
Things to Do at Molly’s Without the Drinking
So,you’renota drinker,eh? Or maybeyou’rejustthedesignated driverforthe night.Either way,
don’tworry,Molly’sdidn’tforgetaboutyou.Herearesome thingsyou can do while you wait beforeyou
haveto leave to go through that2 a.m.McDonald’sDrive-Through.
1. Keep thebartendersbusy—obviously you can’tordon’twantto drinktonight,butthere’s
nothing wrong witha little conversation.Of course,they’llbebusy making drinks,butwhilethe
person nextto you is impatiently waiting fortheir nextround of intoxication,theguy behind the
counteris quietly making their drink.Speakup wheneverthey havefree time, they’resureto
enjoy thecompany thatdoesn’tputthemto work.(They won’tcomplain if you tip them forthe
mini therapy session either.)
2. Tag theBathroom—guy orgirl,you’vebeen in the bathroomsenough to know thatthereis no
shameof writing yourfull nameon thatwall. Clearly, it hasbecomea rite of passageand why
nottreat it assuch?Feel free to write that confident-building message,orthat“T.J.luvs C.R.
4EVR,” nobody willjudgeyou.
3. Poolsand Darts—likemostbars,Molly’salso hasa coupleof billiards tablesforthosethat want
to kick back,listen to loud music,and justplay somegood ol’fashioned pool.Dartsarealso set

10. up in a corner near thepool tables,butnotclose enough thatyou could accidentally hit that
randomguy in the buttagain.(Sorry,Richard,you werein the crosshairs.)
4. Kill the Fear—let’sfaceit, nota lot of peoplelike to bethe center of attention.Mostpeople
would ratherpay that$7 entry fee fivetimes over beforethey let thespotlighttouch them.
Molly’sis a good way to break outof thatcage, er, yourcage,at least.Speaking of cages,
Molly’shastwo that you can hop right in. Don’tworry though,mostpeopledon’tdo italone.The
cagesalone can fit up to five people,so dance!If you’refeeling risky,there’s a stagethathasa
miniaturecat walk you can jump on,and peoplewill join you there aswell. In the backof the
stage,there is a stripperpole on each side, so feel free to show off whatthosePilatesgaveyou!
5. RequestSongs—you don’teven haveto danceto them,butif you’regoing to be a party club,
mightas well hear yourfavoritesongs,right?Don’tbeafraid to askthe DJ,they won’tbite.
6. Sit Down and Relax—Yes,themusic is loud,but atleast there’sa few boothsand a lot of tables
thatyou can sit backand watch yourfriendsdancefrom.Justdon’tfall asleep,yourbackwill not
forgiveyou.
7. Have Fun—thismay notbeyourscene,or maybeyou would justratherbe drinking,butyou’re
outwith yourfriendslooking forsomefun,so might aswell havethe time of yourlife dancing to
Shakira’sHipsDon’tLie. Atthe end of it all, you can alwaysdecide if you wantto come backor
spread raving reviewslike we know you wantto.

11. FacebookPost2
TwitterPost2

12. Blog Post 4
Okay What if It’s Not Ladies Night? What Do I Do?
Okay it’s Wednesday nightand you absolutely can’twaittill Thursday.Orimagineif its Friday or
Saturday night?Howelse arewe going to get an amazing deallike Ladies Nighton Thursdays? If
only you could jump on a time machinebackto Thursday.Reliving thosegloriousmomentsdancing
away withthe girlies orthe bros(we don’tdiscriminate).Butladiesand gentswe can’tbe living in
the past.It’sall aboutliving in the momentand enjoying thethree otherdaysthatMolly’sPartyClub
is open.If you didn’tknowwhatotherdayswewereopen,you will now.We are also open on
Wednesday,Friday,and Saturday.Thebestpartof it all is that wehaveeventson thoserespected
days.Here are the eventsthat we haveon each of thosedays.
Wednesday markasourBYO Mug Night.Thosewho are notup with the cool lingo,BYO
meansbring yourown. Quick,go check yourdishwasher,cabinets,sinkorjustanywheretill you find
the biggestmug you can find!On Wednesdaysif you are21 and over yourcoverat the dooris at an
insanely good price! Justtwo dollarsbefore10 orthree dollars after10! We also treatour early bird
customerswho comebefore10 with an amazing price when you bring yourown mug.The price is
still amazing after10 withjusta $1.25 increase.
Friday’sareknown asWTF at Molly’s.Get that mind outof thegutter beforeyou jump to any
conclusions.WTFstandsforWhatThe Friday!When you hearour amazing dealson Fridaysyou will start
understanding why.It’sespecially a great deal forourearly birds on Fridays!From7 – midnightwe are
offering all you can drink draftbeer and well drinks.Thosedraftbeers includeKeystoneLight,Bud Light,
Budweiser,and more!And forpeoplewho like to arrive fashionably latethere is no cover at the door
aftermidnight.

13. Fine, wedon’tunderstand if you haveto miss all other nights.Onenightyou won’twantto miss
is Saturdaysorbetterknown asTop Shelf Open Bar. Get ready to orderone or two Ninja Turtles on
Saturday becauseit’sall you can drink mixed drinkson Saturday!Greatpricesalso on our shots,
premiumshots,and Monsterbombers.Did wemention thatit wasall night aswell? Justmakesureto
pay the coverat the door.
BlogPost 5
5 Tips for Fun and Safe Night at Molly’s!
Here atMolly’s,it’s a goalof ours forourcustomersto havean amazing night.Atthe sametime, we
wantyou guysto do it safely.Withoutdoing it safely how arewe going to see you again forournext
event?Here are sometips to sharewith yourself and friendsaround you.
1. Don’tDrink and Drive!!! – Mostof ushavelived long enough in the community to know how
vigilant theMaryville Police can be.And nobody wantsa DWIor a DUIon their record.Also think
of the safetyof yourMaryville community.If you thinkyou arereally hammered thatyou won’t
be able to go behind thewheel, then makesure to checkour nexttip.
2. Designated Drivers ARE IMPORTANT! –Makesure beforeheading outto havea designated
driver at hand.Whetherit’syourfriend,mother,cousin,etc. justmakesureyou will havesafe
way of reaching home.It’simportantto notice thatthere is SafeRide ShuttleforNorthwest
MissouriStatestudentson Wednesday, Friday,and Saturday.
3. Don’tAcceptDrinks fromStrangers! – It’simportantto rememberthat noteveryoneis your
friend.We don’tknowsomepeople’sintentionswhen handing you a drink.In orderthere is no
regretfulconsequencesmakesureyou getyourown drinks!

14. 4. Bring the clique! – It’s alwaysmorefun to come with a group of friends.It’salso good foryour
safety.Knowing thattherearepeoplethere who haveyourbackis thekey. Makesureyou tell
friendson yourwhereaboutsbeforeand afterbeing at Molly’s.
5. It’sOkay to Say No! – We all havethatfriend who bringsoutthe worstin us with that line “come
on justone moredrink!” We all know thereisn’t such a thing asone moredrink. Onemoredrink
leadsto more and more.Beforeyou know,you areblacked out and don’trecall the nextday!
Knowyourlimits and knowthepowerof saying no.
BlogPost 6
Go Out Without the Beer Gut
Whetheryou are worrying aboutlooking good foran importantevent,oralready worrying aboutthat
summerbody.Don’tlet any of thatstop you fromcoming to Molly’sor getting a drink.It’spossibleto
come to Molly’swithoutgaining thatbeer gutor extra pounds.Hereat Molly’swe havedifferenthealthy
alternatives.You probably thinking weare serving somesortof kale infused mixed drink(which wedon’t
butwe are taking considerations).Thebestpartof it all is thatyou can still havegreat tasting healthy
alternatives.
1. Vodka Soda –Sure weprobably makesomeof the bestLemonadeVodkasaround.But remember
we are all abouthealthy!Vodka Soda isa good choiceconsidering of all the low calorie
ingredients.
2. Light Gin and tonic – Gin and tonic is a perfect mixed drinkchoice especially when going outwith
the ladies on Ladies Night.Justmakesureto askfor less gin when ordering.
3. Guinness – Guinnessis awesomechoicewhen wanting a nice cold Irish beer. Considering
Guinnesshaslow alcoholic contentit meansless calories consumptions!Nothing betterthan a
guilt-freebeer thatdoesn’tcomewith a beergut.

15. 4. StraightBourbon –You don’thaveto completely giveup thatOld Fashioned.Well exceptall
thoseadd-ins,butdrinking bourbon straightisstill a treat.Bourbon is packed with so much
flavor.
5. Light Jolly RancherTwist – Yes it’spossible to haveour amazing Jolly RancherTwist withoutall
the calories.When ordering a Jolly RancherTwist makesureto switch to regular vodka.Also
easy on thepeach schnappsand cranberry juice.
6. Rumand Diet Coke– Rumand Cokeis such a classic drink.Perfect forany occasion,butwhy
don’tyou justreplaceregular Cokewith Diet Coke?It’ll beless calories atthe end of the night.
As Molly’sdecidestofollowthe laidoutinstructionstoimprove theirsocial media,it’seasytoask
ones’self if awarenessof Ladies’Nightwill increase ornot.While mostof the townconsistsof college
students,Molly’sconcernisthatmostcollege studentswill take theirThursdaystostudyanddo
homework.We can’talwaysaccountfor the overachievers.The followingchartwill show agreat wayto
keeptrack of Molly’sstandings.
Molly’sSpecialtyNightsTracking
Monthly Wednesday Thursday Friday Saturday
Income $5,120
Facebook
Followers
3,018
Twitter
Followers
1,379
Throughoutthe comingmonths,thischart can be used to easilytrackthe increasesanddecreasesof
the categoriesforthe specificdays.Forexample,the income,Facebookfollowers,andTwitterfollowers.
The chart cuts off onSaturday due to Molly’sbeingclosedfromSundayuntilWednesdayforMugNight.

16. It isessential forMick(the owner) tokeeptrackof earningsforeachof the nightstheyare open.The
reasonbeingthatif there isa majordecrease fora certainday, theytrack the reasonbehindthe major
decrease.Forexample,if there isalowervalue of income ona specificnight,itiseasytotell whichnight
to vampup on the social mediapromotion.Itisbesttoevenkeeptrackof the social mediafollow count,
so that if there issome promotionMickwouldfeel toputonhis social media,it’seasytosee howmany
people itcanpotentiallyreach.The goal forthischart isto show an increase,overthe course of the
months,of the awarenessof Molly’sLadiesNightthroughsocial media.
Anotherchart forrecommendeduse shouldbe amonthlychart, showingwhichpromotionshould
showup where andwhattime.Beingable todetail whatpromotionswill come outwill be easierforthe
staff to stay onthe same page.Molly’swill hitthe righttargetaudience if theypostitat the righttime.
Thischart will showthe sample contentduringthe timesitwill needtobe shown.Thischartis forthe
monthof February2018.

17. As seenonthischart, itshowswhere,whatday,andwhat time the social mediapostsshouldbe
posted,alongwithanote to linkto anotherblogpost.Molly’swill integrate certaintoolslike Tweetdeck
to easilymanage postsaswell. Thiscanchange subjectively,butitisworthnotingthatthe specific
timesare there to coincide withthe mostuseractivityonthose social media.Toincrease awarenessof
Ladies’Night,itisnotedthatthe firstblogpost isshownon the day of Mug Night,February7.This isto
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7
Facebook
Post#1 at 3
P.M.
8
BlogPost #1
Postat 1
P.M.
9 10
BlogPost #5
Postat 2
P.M.
11 12 13
BlogPost #2
Postat 2
P.M.
14 15
TwitterPost
#1
Postat 2
P.M.
16
BlogPost #3
Postat 2
P.M.
17
18 19
BlogPost #4
Postat 3
P.M.
20
TwitterPost
#2
Postat 2
P.M.
(Linkto Blog
Post2)
21 22 23
Facebook
Post#2
Postat 5
P.M. (Link
to blogpost
3)
24
BlogPost #6
Postat 2
P.M.
25 26 27 28

18. ensure whenthe audience islookingforanychangingdealsonMug Nightduringthe day,that the
promotionforLadies’Nightisalsobeingseen.
Customerswill be able tointeractwithanyof the postsby sharing,commenting,and“liking.”
Commentingcanbe of anythingpositive aboutthe content.If there istobe a run inwithnegative
comments,be sure to closelymonitor,butdon’tgetinvolved.The abilitytoshare andcommentcan
generate amassive reachand reachthe goal of increasingawarenessof Ladies’Night.
If someone onMolly’ssocial mediateampostssomethingoffensive,itwill be handledquicklyand
efficiently.Molly’swilltake anytype of ownership.It’sneverMolly’sintentiontobe offensivetowards
our publiconany social mediaplatform.Anyone onthe teamwhoisfoundto be offensive will be
subjectedtoimmediatetermination.
As seenthroughoutthiscampaign,the contentstrategyislinedup—thegoal istoincrease
awarenessof Ladies’Nightbyfocusingonthe inexpensivenessof the drinks,the varietyof drinks
offered,andthe abilitytoattendwithouthavingtodrink.Thiscampaignwill alsoputanemphasison
the fact that Ladies’Nightoccurson a Thursdaynightstartingat 7 p.m.by puttingthe sample content
intoactionduringthe days and timeslistedinthe editorial calendar.Asaresultof followingthese steps,
it shouldbe easytomeasure andmonitorthe progressof Molly’sspecialtynights,especiallyThursday
nights,throughsalesonce thiscampaignhasbeenputintoaction.

19. Graham, Colleen.(3,March 2017) “Jolly Rancher:A Fun and Fruity Green Apple Vodka Drink”
https://www.thespruce.com/jolly-rancher-vodka-cocktail-761086
“Purple Rain Recipe” (Accessed26,Oct. 2017)
http://www.drinksmixer.com/drink437.html
FacebookandTwitterstatusgenerator(Accessed26,Oct. 2017)
http://www.prankmenot.com/