1. PAIN POINTS
30K
40K
Key
issues
that
causes
strain
on
the
produc1vity
of
specific
business
func1ons.
If
pain
points
are
not
resolved
they
can
impede
and
stagnate
future
growth.
PAIN
POINTS
2. IDENTIFYING PAIN POINTS
30K
40K
u Lack Star Partner central website
u Lack differentiation between non Star Partner
KFC stores
u No Social Media presence
u Lack a reinforcement strategy for catering
campaigns
3. PAIN POINT EFFECTS
40K
1. Online
audience
unaware
of
Star
Partner
catering
campaigns
2. Lose
opportunity
to
generate
new
leads
and
increase
Star
Partner
KFC
catering
sales
3. Compe1tors
marke1ng
of
catering
services
con1nue
to
dominate
through
Social
Media
NO-‐SOCIAL
MEDIA
PRESENCE
8. COMPETITOR BENEFITS OF SOCIAL MEDIA
30K
• Consistently
maintain
audience
awareness
of
marke1ng
campaigns
through
social
media
•
Social
Media
presence
reinforces
campaign
and
drives
audience
traffic
to
website
• Expand
marke1ng
reach
through
the
use
of
mul1ple
social
media
plaJorms
• Interac1ve
content
that
encourages
sa1sfied
customers
to
share
and
provide
tes1monials
about
service
9. SOCIAL MEDIA PRINCIPLES
• Try our new Hike Bites
• Let KFC Cater your next Tailgate Party
• Get 50 Boneless wings for only $60.00
• Try our new KFC Dessert
• Ditch the grill and order KFC Grill Chicken
NON-‐ENGAGING
10. SOCIAL MEDIA PRINCIPLES
Causes audience to pay
attention and become
interested in marketing
message for catering
campaigns
ENGAGING
CONTENT
13. SOCIAL MEDIA PRINCIPLES
Shareable content gives you the
opportunity to create trends
through social media.
Shareable content also allows
your audience to become a
trusted voice of your catering
marketing messages within their
social community
SHAREABLE
CONTENT
14. SHAREABLE CONTENT EXAMPLE
VIDEO
• Client Testimonial
• B2B Testimonial
• Service commercial
PHOTOS
• Catering Prep
• Plating
• Reception
• Client
• Catering Flyer
15. PAIN POINT EFFECTS
40K
1. Lose
online
catering
sales
to
non-‐
Star
Partner
KFC
Franchises
that
have
online
presence
2. No
central
web
loca1on
to
reinforce
catering
campaigns
and
drive
social
media
traffic
3.
Lack
online
resource
for
customer
to
search,
review
and
place
order
for
catering
services
NO
ONLINE
WEB
PRESENCE
16. COMPETITOR WEBSITE
ANALYSIS
40K
1. 1
Central
website
that
markets
and
promotes
services
2. Social
media
plaJorm
integra1on
3. Digi1zed
Menu
4.
Store
Locator
5.
Catering
Es1mator
6. Web
Commercials
COMPETITOR
WEBSITE
FEATURES
17. STRATEGIC DEVELOPMENT
STRATEGIC
DEVELOPMENT
Collaborate
with
Catering
Manager
to
assist
with
crea1ve
ideas
for
catering
campaigns.
Develop
social
media
strategies
to
promote
and
market
catering
campaign.
18. CONTENT CREATION
CONTENT
CREATION
Determine
and
create
the
most
effec1ve
form
of
content
needed
for
Social
Media
campaign
u Web
banners
u Digital
flyers
u Custom
profiles
u Web
commercials
21. SOCIAL MEDIA DISTRIBUTION
Create
social
media
messages
that
engage,
interact
and
causes
audience
to
share.
Develop
social
media
marke1ng
schedule.
Distribute
marke1ng
messages
through
social
media
plaJorms.
DISTRIBUTION
22. BENEFITS OF SOCIAL MEDIA
PLATFORMS
40K
• Great
tool
for
prospecKng
and
generaKng
leads
for
new
catering
clients
/
industries
• IdenKfy
and
track
trends
to
beVer
tailor
catering
campaign
• Generate
brand
visibility
and
catering
service
awareness
• Share
info,
pictures,
and
video
of
catering
services
with
audience
to
build
catering
awareness
and
brand
trust
• Provide
customer
support
to
catering
clients
• Directly
interact
with
customers
• Convert
users
into
catering
clients
• Easy
to
connect
and
engage
with
customers
• Easy
to
integrate
other
Social
Media
plaZorms
that
promote
services
• Visually
promote
catering
services
and
campaigns
• Create
a
Youtube
community
within
catering
industry
• Visual
tesKmonials
from
saKsfied
catering
clients
23. CONTENT DISTRIBUTION
CORPORATE
WEBSITE
WEDDING
PLANNING
BLOGS
WEB
COMMERCIAL
CLIENT
TESTIMONIAL
B2B
TESTIMONIAL
RECEPTION
HALL
EMAIL
LIST
WEDDING
PLANNER
EMAIL
LIST
PHOTOS
AND
FLYERS
CORPORATE
WEBSITE
24. SOCIAL MEDIA INTEGRATION
Integrate
catering
campaigns
into
targeted
social
media
communi1es,
groups
and
websites.
Iden1fy
social
media
trends
that
can
be
used
to
reinforce
catering
campaigns.
INTEGRATION
25. INTEGRATION EXAMPLES
SPORTS
FORUMS
FANTASY
FOOTBALL
BLOGS
TEAM
ORIENTED
SOCIAL
MEDIA
GROUPS
COLLEGE
FAN
WEBSITES
SPORTS
NEWS
BLOGS
TAILGATING
GEAR
WEBSITE
26. LEAD RESEARCH
LEAD
RESEARCH
Iden1fy
poten1al
clients
/
industries
through
social
media.
Provide
catering
manager
with
gathered
intelligence
to
develop
and
enhance
marke1ng
strategies.
27. SOCIAL MEDIA MANAGEMENT
Track
the
response
and
sharing
of
marke1ng
messages
to
ensure
campaign
effec1veness.
Provide
monthly
social
media
analy1cs
to
Catering
Manager
reflec1ng
the
effec1veness
of
social
media
campaign
MANAGEMENT
29. Return On Investment Measures
Sales increase- Identify audience that receive the social
marketing initiative vs. those who do not
Conversions- track the conversion increase of catering services
that are generated through social media
Audience Engagement- measure audience engagement on
social media platforms and the increase of new audiences
Pre Campaign / Post Campaign- measure the overall impact of
the social media campaign
31. 30K
40K
u Create and manage social media platforms
u Reinforce catering campaigns through social media
u Maintain niche oriented catering campaigns in order
to differentiate from non-Star Partner stores and
competitors
u Develop a Star Partner central website that
promotes and market catering services
PAIN POINTS RELIEF