1. A S O C I A L M E D I A C A M P A I G N P R O P O S A L
Mario’s Classic Auto Body
Diamond H.
Cassie F.
Stephanie G.
Kayla S.

2. Company Overview
 Located in Paterson, N.J
 Specialize in domestic
automobiles & antique
restoration
 Known for use of eco-friendly
products
 Offer scheduled maintenance
 Promote affordable pricing
and customer
convenience/flexibility; free
estimates
 Active on Facebook
 No other forms of social
media

3. SWOT ANALYSIS
STRENGTHS
Strengths
• Strong community ties, works with other local
businesses
• Family run business
• Willing to change to bring in more business
• Eco-friendly products, car cleaning
• 20+ years in business
Weaknesses
• Prices are not the same as wholesale market for
local business
• Lack of social media attention
• Current name has given them backlash due to
other company with a bad reputation
• No analytics for how many people have visited
unorganized website
Opportunities
• Exposing their name to the community (car
shows, fundraising events)
• Offering pricing plans and discounts to
younger audience
• Social media contests (ex. Car selfies, eco-
friendly product raffles etc.)
• Money saving vouchers that could be
promoted on Groupon & Living Social.
• Clientele increase that could be obtained via
Twitter
Threats
• Other shops offer same services for better
prices
• Economy still on a downfall
• Location, not on main road, somewhat
blocked by other building.

4. Vreeland Auto Body Co. Inc. Liberty Auto Inc.
 Offers same services
 Social media presence is non-
existent
 Links on websites so viewers
can share their content to
Facebook, Twitter, LinkedIn,
Google Plus and Stumble
Upon.
 1,109 Facebook likes
 Lively, vibrant posts
 Relevant/timely content
Competitors

5. Objectives
Informational
(Long Term)
• To raise the shop’s brand
awareness via social media.
• To persuade younger car
owners that Mario’s Classic
Auto Body can be trusted
for affordable/convenient
maintenance.
• Raise awareness amongst
targeted customers through
social media
Motivational
(Short Term)
• To increase Facebook likes
by 10%
• To increase overall brand
awareness by 15% via
Twitter
• To increase website traffic
by 10%

6.  Income of
20,000+ annually
 Green/Eco
friendly
 College students
 Car owners
 North Jersey
residents
Target Audience

7. Social Media Zones
This plan focuses on social community and social commerce.

8. Social Community
 Relationships with clients is key!
 Based on 3 major components:
sharing, socializing and
conversing.
 All three are needed to build
relationships between businesses
and clientele.

9. Tactics
TACTICS
F B , L I N K E D I N & T W I T T E R

10. Facebook
 Continue the local news posts
 More car related posts: shows, races,
new model releases, news articles,
videos, etc.
 Ask clients to join the FB group. Have
them post and share pictures of the cars
afterwards.
 Host events and create invites through
the Facebook.
 Maximize on holiday promotion to get
people in the shop.

11. Twitter
 Have clients tweet images of the
auto body shop’s work and use a
specific hash tags.
Ex. #ClassicAutoNJ
#ClassicAutoBody
#NJClassicAuto
 Respond to EVERYONE!
 Keep tweets short.
 Tweet while at the shop and tag
the location.
 Engage followers via Twitter
contests.
Ex. #classicautomakeover

13. LinkedIn
 Encourage people to recommend
products.
 Post regularly to engage with the
current and potential clientele.
 Set up a Products/Services tab.
Allows for full price listing of
products and services.
 Include a LinkedIn Follow Me
Button on the company page and
encourage people to follow it.

14. Social Commerce
 Online Shopping!- Both buying
and selling
 Includes sites with rates and
reviews, deals/coupons, & social
stores (Facebook).
 Based on 3 major components:
CRM- customer relationship
management/service, retail/sales,
and human resources.

15. Tactics
G R O U P O N , L I V I N G S O C I A L , F O U R S Q U A R E

16. Groupon & Living Social
 Offer free products or discounts on products with select purchases.
 Use the daily deal option.
 Living Social matches users location with their interests. (ex. Local car
fanatics)
 Can communicate privately about rates and reviews on the sites.

17. Foursquare
 Claim your place’s address.
 Send updates from your venue on
Foursquare to engage with people
who’ve previously checked into
your location and who are nearby.
 Offer college student specials
exclusively for them.
• Offer specials for new customers
and returning customers.
Ex: New Customers- Check in with
two friends and receive 10% off your
service or product purchases; Receive
a complimentary tire cleaner with
your first visit.

19. Editorial Calendar
• Dec. – Toy’s For Tot’s drive; every
$200 purchase can pick an
ornament.
 April- Earth Day; post about eco-
friendly products and their
benefits.
 June – Offer deals on scheduled
maintenance for road trips via
Groupon.
 Sept.- Back to School sales, offer
discount with valid student ID's

20. Budget
 Paid PR manager responsible
for social media, events &
online promo.
 College intern should PR
manager exceed budget
(communication major)
 $5,000 budget for t-shirts,
pens, air fresheners, flyers,
event cards, brochures, contest
giveaways etc.

21. Measurement
The success of this plan will be based on ..
1.) Facebook analytics, likes, comments, engagement
2.) Twitter followers, re-tweets, engagement
3.) Groupon/Living Social sales
4.) Foursqaure check in rates
4.) Whether or not new likers and followers fall within the new target
audience range.