This document outlines a social media marketing plan for Margherita's Pizza in Newark, Delaware. The plan includes objectives to develop a cohesive campaign across platforms and create relevant content. It performs a situation analysis noting lackluster organization and little customer outreach. Recommendations are made to improve SEO, the mobile site, and presence on Foursquare, Facebook, Instagram and Twitter. Content, hashtags and contests are suggested. Results will be measured after 6 months by growth in followers, engagement and revenue.

1. Mike Rossi, Corey Wagner, Chris Amrien, John Rodenhaver

2. Overview
• Objectives
• Situation analysis
• SEO
• Mobile strategy
• Foursquare
• Facebook
• Instagram
• Twitter
• Measuring Result/Timeline for implementation

3. Objectives
• Develop cohesive marketing campaign
•
•
•
across all social media platforms
Revamp and create social media platforms
Create relevant content for target market
Increase user engagement

4. Situation Analysis
• Lackluster organization
• Minimal utilization of social media
•
•
platforms
Little if any reaching out to gain customers
Target market: Newark community

5. SEO: Current Look
<meta name="DESCRIPTION" content="Indulge your
passion for authentic Italian fare at Margherita's Pizza
in Newark, Delaware.”>
<meta name="KEYWORDS" content="pizza place,
newark, delaware, de">

6. SEO: Improvements
• Inbound Links
o
o
o
Add URL to Yelp!
Create Wiki Page
GrubHub

7. SEO: Improvements
<meta name="KEYWORDS"
content="pizza place, newark,
delaware, de">
<meta name="KEYWORDS"
content="pizza place, newark, delaware,
de, margherita’s, pizza, main street,
pizzeria, italian food, family friendly, open
late, UD, University of Delaware">
<meta name="DESCRIPTION"
content="Indulge your passion for
authentic Italian fare at Margherita's
Pizza in Newark, Delaware.”>
<meta name="DESCRIPTION"
content="Margherita’s Restaurante
and Pizzeria: Serving the Newark
community with the finest Italian
cuisine for over 30 years .”>
<TITLE>Pizza Place | Newark,
DE</TITLE>
<TITLE>Margherita’s | Newark,
DE</TITLE>

8. Mobile Strategy
• Revamp the mobile site
• Simplified home page
• Pictures associated with each
•
menu item
Location finder through google
maps

9. Foursquare

10. Foursquare

11. Foursquare
• Check-in Incentives
Free drink for check-in
o 10% off next meal with
proof of tip
Mayor Incentives
o Hang picture of Mayor
with “Key to
Margherita’s”
o Bring key in for free slice
o
•

12. Facebook
• Infrequent posts
• Create original content
• Update Cover Photo
• Update Profile Picture
• Correct information on homepage

13. Facebook

14. Instagram
• Current State
• @MargheritasNewark
o
o
o
o
Menu
Specialty Pizzas - #MargheritasComeAndGetIt
Beers on Tap
Customers
• Make consumers aware of the platform
• Content managed daily

15. Twitter Competition
Company:
Dominos
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•
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Tweets:
43,909
Followers:
420,466
Grottos
Peace A Pizza
1,353
305
3,693
195
Seasons
264
209
Pats Pizza
Papa Johns Newark
77
23
111
74
Nick and Joe’s
Amalfi Pizza
0
0
0
0
Margherita’s
0
0

16. Twitter
• Currently Inactive account
• Very difficult to search for
• Promote on Facebook and Pizza Boxes

17. Twitter
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Make an entirely new page
@MargheritasNewark
Release content to be managed daily
Tweet promotions/discounts during times of slow traffic
Bar/Tap rotation
Twitpic pictures of pizzas
#MargheritasComeAndGetIT

18. #MargheritasIdTopThat
• Pizza creation contest
• Entries submitted via Twitter and Instagram
• 1 winner per month
• Top pies are voted upon by followers
• Winner gets free pizza pie and featured
pizza for one week during the month

19. Time Frame
• Total rehaul and creation social media
•
•
platforms
Content creation
stimulates
substantial customer engagement
Measure results after six months

20. Measuring Results
• Differential in followers across social media
platforms
Facebook
o Twitter
o Instagram
o
7,000 followers
2,500 followers
1,500 followers
• User engagement
• Revenue percentage change

21. Review of Material
• Objectives
• Situation analysis
• SEO
• Mobile strategy
• Foursquare
• Facebook
• Instagram
• Twitter
• Implementation/Measurement of Results

22. Questions?