Jimmy John’s New Media Outreach An online strategy proposal for a local Jimmy John’s Franchise by Innovative Digital, Inc....
Client Challenges and Goals <ul><li>Challenges :  </li></ul><ul><li>Jimmy John’s on State Street services mainly students ...
Client Challenges and Goals <ul><li>Goals : </li></ul><ul><li>Their goal for 2011 is to create greater online visibility a...
Listen, Participate and Connect  <ul><li>Social media tactics that represent the overal strategy will connect the integrat...
Key Components <ul><li>Facebook : </li></ul><ul><li>Support Jimmy John‘s on State Street by becoming a fan and receiving c...
Key Components <ul><li>Blog : </li></ul><ul><li>Owner of this location would create a blog that allowed for direct convers...
Key Components <ul><li>Community Outreach via The Multiloguer :  </li></ul><ul><li>Helps media teams manage relationships ...
How To Measure Success  <ul><li>What does the Multiloguer mean for you? </li></ul><ul><li>Single source for influencers, l...
How To Measure Success <ul><li>What does the Multiloguer mean for you? </li></ul><ul><li>Ever-growing Database The New Med...
How To Measure Success <ul><li>We also recommed using key words to be tagged throughout the existing sites and microsites ...
Budget, Timeline   <ul><li>Allocated budget will cover price of services based on tasks like a Facebook Fan page, Twitter ...
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  1. 1. Jimmy John’s New Media Outreach An online strategy proposal for a local Jimmy John’s Franchise by Innovative Digital, Inc. Megan Meldrum
  2. 2. Client Challenges and Goals <ul><li>Challenges : </li></ul><ul><li>Jimmy John’s on State Street services mainly students and university staff and faculty. Their target audience has a very strong online presence, one that is a challenge to keep up with and improve. Young men and women are steering the online conversation and they expect many products and services to create and maintain an active presence. </li></ul><ul><li>The Summer months are the slow season for many businesses on campus. This outreach campaign would start late summer as students start to move back to campus to generate online activity to promote the brand as the new semester begins. </li></ul><ul><li>Jimmy John‘s on State Street is a franchise but has such a high customer base of students but lacks a platform for feedback. </li></ul><ul><li>The brand is known for fast delivery. This location has more foot traffic needs than other stores but also needs efficient delivery services around campus. </li></ul>
  3. 3. Client Challenges and Goals <ul><li>Goals : </li></ul><ul><li>Their goal for 2011 is to create greater online visibility and generate more online conversations to build awareness. </li></ul><ul><li>To improve customer satisfaction via select new media outlets such as a Twitter API, a Facebook Fan page, a franchise-specific blog and community outreach via the Multiloguer (agency-owned database that houses relevent blogs, authors, blogger events, etc.). </li></ul><ul><li>A blog written and maintained by the franchise owner would provide a platform to reach out to students and allow for feedback to improve relations. </li></ul>
  4. 4. Listen, Participate and Connect <ul><li>Social media tactics that represent the overal strategy will connect the integrated theme for Jimmy John’s on State Street. </li></ul><ul><li>New media relations efforts like blogging and Twitter and Facebook pages would allow for the franchise to listen to their target audience and reach out to build on satisfaction. </li></ul><ul><li>Listening to the online conversation about Jimmy John‘s on State Street and addressing customer service needs via Twitter and Facebook is first, then the participation efforts can begin. The conversation is heard and then Jimmy John‘s can carry on the conversation and provide service through the online platforms. </li></ul><ul><li>Connecting on multiple levels. The tactics that represent the overall strategy aim to connect the brand by building more listening and participating. Creating a connection through more of a give and take approach. Also connecting all the social media efforts so that the message is consistent and the same regardless of the vehicle. The same message across the (message) board. </li></ul>
  5. 5. Key Components <ul><li>Facebook : </li></ul><ul><li>Support Jimmy John‘s on State Street by becoming a fan and receiving coupons and promotional items via Facebook. </li></ul><ul><li>Link Brand fan page to JimmyJohns.com via Facebook Connect giving users the ability to log into your site with their FB login without creating a new username and password. http://www. facebook .com/advertising/?connect </li></ul><ul><ul><li>Future plans for Facebook online efforts: Purchase Facebook ads that specifically target key audience while they Facebook. </li></ul></ul><ul><li>Twitter: </li></ul><ul><li>Submit questions and requests to @JimmyJohnsStateStreet and receive feedback. </li></ul><ul><li>Upload images of students eating the Sub of the Day. </li></ul><ul><li>Receive daily special notifications first. </li></ul><ul><li>Establish an @anywhere which would allow for easier integration of Twitter into JimmyJohns.com to make the experience more seamless for visitors. </li></ul><ul><ul><li>http://dev.twitter.com/anywhere </li></ul></ul>
  6. 6. Key Components <ul><li>Blog : </li></ul><ul><li>Owner of this location would create a blog that allowed for direct conversation with customers. The author would blog about current happenings and future goals as well as encouraging customers to get familiar with the owner of the sandwich shop they frequent with such loyalty. </li></ul><ul><li>A blog would also provide an appropriate platform for all business-relevent issues such as posting press releases and media kits. </li></ul><ul><li>Creating and maintaining an effective blog would also serve as a proactive step to crisis management should the need arise in the future. </li></ul>
  7. 7. Key Components <ul><li>Community Outreach via The Multiloguer : </li></ul><ul><li>Helps media teams manage relationships and data. </li></ul><ul><li>More accurately manage influencers and provides an up-to-date list of influencers. </li></ul><ul><li>Process to better manage outreach campaigns. </li></ul><ul><li>Customer dashboard for results. </li></ul>
  8. 8. How To Measure Success <ul><li>What does the Multiloguer mean for you? </li></ul><ul><li>Single source for influencers, list building, managing campaigns </li></ul><ul><li>Allows for focus to be more on executing and less on managing </li></ul><ul><li>Increase collaboration </li></ul><ul><li>Access to live data vetted by MS&L Digital </li></ul><ul><li>Lower cost offerings for outreach and monitoring/auditing </li></ul>
  9. 9. How To Measure Success <ul><li>What does the Multiloguer mean for you? </li></ul><ul><li>Ever-growing Database The New Media Relations team in Ann Arbor and Digital teams around the nation are constantly adding influencers to the database so that it’s always growing in number of influencers and depth of information. Better Every Day </li></ul><ul><li>The Multiloguer team is always working to improve the system and increase its abilities and resources. </li></ul><ul><li>What You Need </li></ul><ul><li>The team is committed to turning user feedback into useful updates for the system. </li></ul><ul><li>Real-time updates on campaigns </li></ul><ul><li>Easy to consume results dashboard </li></ul><ul><li>24/7 Web-based access </li></ul><ul><li>Quantify/measure social media coverage </li></ul><ul><li>Results delivered visually </li></ul>
  10. 10. How To Measure Success <ul><li>We also recommed using key words to be tagged throughout the existing sites and microsites for the purposes of Search Engine Optimization. </li></ul><ul><li>For more metrics and analytics, we suggest the implementation use of Google Analytics to be reported monthly. </li></ul>
  11. 11. Budget, Timeline <ul><li>Allocated budget will cover price of services based on tasks like a Facebook Fan page, Twitter API, SEO services, Community outreach and monitoring and building a blog. </li></ul>

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