FRESHOUSE TREASURE HUNT CAMPAIGN
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FresHouse Contributors: Hoang Le, Adellys Gonzalez, Cassia Paz, Erfaneh Rahimi Visuals: Hoang Le
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FRESHOUSE TREASURE HUNT CAMPAIGN
- 1. FRESHOUSE MARKETING PLAN Presented by: Adellys Gonzalez, Cassia Paz, Erfaneh Rahimi, Hoang Le, Victoria Sercunde THE POWER OF FOOD FOR HEALTH.
- 2. Social Media Audit Competitors Instagram Facebook The Raw Chemist CO www.therawchemist.ca @rawchemistjuicebar • 502 posts • 4,106 followers • Few interactions - average of 100 likes and 10 comments per post The Raw Chemist Juice Bar • 911 followers • 910 likes on the page • Few interactions - average of 10 likes, 5 comments and 2 shares Raw Guru Juice www.rawjuiceguru.com @rawjuiceguru • 2,943 posts • 49,6K followers • Good engagement per post: average of 1,000 likes and 5 comments. • Good quality of pictures. No videos Raw Juice Guru • 10,904 likes • 10,572 followers • Few interactions: average of 2 comments and 1 comment. • None high quality image or production. Village Juicery www.villagejuicery.com @villagejuicery • 851 posts • 19,1K Followers • Few interactions: 300 likes and 5 comments - average • Only 1 video about making a juice with 1,000 likes and 2 comments Village Juicery • 3,510 likes • 3,510 followers • Few Interactions - average of 10 likes, 2 comments and 1 share • Only 1 video was published in 2018 - same as on Instagram. The video (about juice) got 8,600 views.
- 3. Social Media Audit Competitors Instagram Facebook Greenhouse Juice CO www.greenhousejuice.com @greenhousejuice • 1,986 posts • 45,7K followers • Good interaction - average of 500 likes and 5 comments per post • Videos: average of 1,500 views per video Geenhouse Juice CO • 8,515 likes • 8,497 followers • Few interactions - average of 5 likes and 1 comment • Videos – same content as Instagram. Average of 300 views per video Freshouse Juice Bar www.freshouse.ca @freshouse.juicebar • 858 posts • 24,6K Followers • Good interactions - average of 300 likes and 10 comments in the last 10 posts. • Videos: average of 2,000 views per video Freshouse Juice Bar • 1,272 likes • 1,326 followers • Few interactions: average of 8 likes and 2 comments. • Videos - same content as Instagram, average of 103 views per video.
- 4. FresHouse SWOT Analysis Strengths Opportunities Weakness Threats S O W T • High-quality products • Expertise in developing the products • Good social media engagement • Online shopping • Only one store opening • Many competitor in the market segmentation • Competitor are diversifying their products (hot, bar, cosmetics, etc) • Increased demand for healthy juices and food • Keep using social media to reach new customers • New technologies to improve product quality
- 5. FresHouse Social Media Analysis • Has different kind of contents for Social Media channels. • Most of video posts received huge interactions from audiences. • FresHouse has one of the highest followers on Social Media in the juice bar businesses.
- 6. FresHouse Improvements Create more contests and challenges on Social Media
- 7. FresHouse Improvements Create contents targeting directly to women Personal contents
- 8. FresHouse Improvements Create use hashtag #IAmFresHouse on every post.
- 9. FresHouse Improvements Keep an active interaction to the audience
- 10. FresHouse Improvements Create more contents on blog
- 11. Target Demographic • Female (70%) and Male (30%) aged 20-35 • Living in Toronto and surrounding GTA, especially Vaughan near the Freshouse’s first and new store. • Education: Post-secondary and Post- graduate • Interests in health lifestyle • Internet and social media heavy-users
- 12. Objectives Increase brand awareness for the new store.
- 13. Campaign - Ideas FIND THE TREASURE Campaign Idea
- 14. Campaign Idea The campaign idea is inspired by Indiana Jones Movie
- 15. Campaign – Social Media Videos Teasing video 15 seconds Video 30 seconds
- 16. Campaign – Social Media Posts Teasing posts on Instagram & Facebook
- 17. Campaign – Social Media Posts FresHouse treasure map on Instagram & Facebook
- 18. Campaign – Social Media Posts “Find the treasure” posts on Instagram & Facebook
- 19. Campaign – Spotted Social Media Stickers will be hidden across GTA
- 20. Campaign – Spotted Social Media
- 21. Timeline Oct D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 Teasing Video Social Media Posts Spotted Social Media “Find the treasure” Video Teasing Find the Treasure Store opening day Day
- 22. Creatives – Promotional Banner Promotional banner in front of the new store to promote BOGOF
- 23. Creatives – Direct Mails Direct mails delivered to residents near the new store
- 24. Creatives – Digital Menu Digital Menu in store
- 25. Creatives – In-store Photography Graffiti design in-store wall
- 26. Budget Allocations Items Budget Notes Sponsored ad on Social Media $700 $100/day in 4 days before and 3 days after the opening day Print materials $600 Direct mails, promotional banners, stickers In-store photography area $400 Graffiti design in-store wall Video $300 Production for the video Total $2,000
- 27. THANK YOU! THE POWER OF FOOD FOR HEALTH.