Developed an social media plan for a startup, greek paraphernalia company, 3DGreek to become more active in social media sites such as Instagram and Facebook through guerrilla and promotional marketing in order to increase sales, engagement, and customer loyalty. Project included financial projects for three years, metrics in terms of key performance indicators on the sites, and SWOT analysis.

1. CHRISTINE HU
DUSTIN LEE
GAVIN LI
DANNY MERCADO

2. • COMPANY OVERVIEW
• SITUATIONAL ANALYSIS
• SOCIAL MEDIA PLAN
• FINANCIALS
• TIMELINE
• QUESTIONS & ANSWERS
AGENDA

3. COMPANYOVERVIEW
• RETAILER AND MANUFACTURER
• LOCATED IN QUEENS, NY
• PRODUCTS INCLUDE:
• CUSTOM APPAREL
• GREEK PARAPHERNALIA
• TEAM UNIFORMS
• PADDLES
COMPANYINFO

4. • PRIMARILY ASIAN UNDERGRADUATES ASSOCIATED WITH GREEK
LIFE IN THE NORTHEASTERN REGION
• CURRENT BUYER = “KEVIN CHAN” OR “AMY KIM”
• ASIAN-INTEREST FRATERNITY OR SORORITY
• NORTHEAST REGION OF THE US
• PICKED UP A “LITTLE BROTHER” OR “LITTLE SISTER”
• WANTS TO SPOIL THIS “LITTLE” WITH SOME UNIQUE
CUSTOMIZED GEAR
COMPANYOVERVIEW
COMPANYINFO

5. COMPANYOVERVIEW
BUSINESSOBJECTIVES
• TO EXPAND INTO NEW UNIVERSITIES WITHIN NORTHEASTERN US THAT HAVE GREEK LIFE
• TO EXPAND INTO EXISTING MARKETS THAT ARE NOT AS PROMINENT
• TEAM UNIFORMS, PRINT T-SHIRTS
• INCREASE ONLINE PRESENCE THROUGH SOCIAL MEDIA PLATFORMS
• FACEBOOK
• 1488 CURRENT LIKES
• INCREASE LIKES BY 500 WITHIN THE NEXT YEAR
• INSTAGRAM
• HOLD PHOTO CONTESTS
• DEMONSTRATE PRODUCT QUALITY AND DIVERSE PRODUCTS RANGING FROM
APPAREL TO PRINTS
• ATTRACT AT LEAST 10 INTERACTIONS FROM EACH POST THROUGH LIKES AND
COMMENTS
• TO INCREASE SALES BY 20% IN ORDER TO PROVIDE FUNDS FOR EXPANSION

6. COMPANYOVERVIEW
MISSIONSTATEMENT
TO PROVIDE GROUPS WHO ARE PROUD TO REPRESENT
THEIR AFFILIATIONS WITH CAREFULLY CRAFTED GEAR AND
A SUPERIOR EXPERIENCE EVERY STEP OF THE WAY.
“
“

7. COMPANYOVERVIEW
UNIQUESELLINGPROPOSITION
“
“QUALITY CRAFTSMANSHIP AND SUPERIOR CUSTOMER SERVICE.

8. SITUATIONALANALYSIS
SWOTANALYSIS
STRENGTHS
• GOOD QUALITY FOR PRICE AND GOOD VALUE
• STRONG TIES WITH THE LOCAL ASIAN GREEK COMMUNITY
• OFFERS A WIDE ARRAY OF MERCHANDISE OTHER THAN APPAREL,
INCLUDING PRINTED PRODUCTS
WEAKNESSES
• PROCESSING TIME IS LONG
• SOCIAL MEDIA PRESENCE IS WEAK
• LIMITED INVENTORY SPACE
• LIMITED STAFF
• LIMITED EQUIPMENT
• BUYING POWER OF BUYER IS LOW

9. SWOTANALYSIS
OPPORTUNITIES
• NEW DEMOGRAPHICS
• NEW GEOGRAPHIC AREAS
• ONLINE RETAIL IS BOOMING
THREATS
• ONLINE COMPETITION IS TOUGH
• LOW BARRIER TO ENTRY
• COLLEGE STUDENTS HAVE LIMITED INCOME
SITUATIONALANALYSIS

10. COMPANYOVERVIEW
MARKETINGSTRATEGIES
• CREATE A PRESENCE ON OTHER UNIVERSITY CAMPUSES BY CREATING BUZZ USING
GUERILLA MARKETING TECHNIQUES
• 3DGREEK STICKERS AROUND CAMPUS
• STROLL IN THE MIDDLE OF CAMPUS AT PEAK HOURS
• LOYALTY PROGRAMS TO RETAIN CURRENT CUSTOMERS
• EARN POINTS ACCORDING TO SPENDING AS A CHAPTER; POINTS SOMETHING
MAYBE 20% DISCOUNT ON ALL PURCHASES THE FOLLOWING SEMESTER

11. COMPANYOVERVIEW
MARKETINGSTRATEGIES
• FOUNDERS CAN SPEAK IN PANELS IN FRATERNITY/SORORITY CONVENTIONS AND TALK
ABOUT HIS ENTREPRENEURSHIP EXPERIENCE AND PROMOTE 3DGREEK
• INSTAGRAM PHOTO CONTEST
• HASHTAG #3DGREEK AND TAG RESPECTIVE CHAPTERS’ ACCOUNT
• WINNER WINS SOMETHING OR A DISCOUNT
• ATTEMPT AT VIRAL VIDEO
• DEDICATED SOCIAL MEDIA MANAGER/TEAM TO CREATE POSTS AND CONTENT IN A
CONSISTENT VOICE

12. COMPANYOVERVIEW
SOCIALMEDIAMEASURES
Metric
Reach
Posts
Feedback
Response
Time
Facebook
Fan
Page
1,543
fans
Irregular
Range
Rarely

13. SOCIALMEDIAPLAN
WEBSITEBLOG

14. SOCIALMEDIAPLAN
WEBSITEBLOG
• CREATE A COMMUNITY FOR THE BRAND
• VIDEOS, ARTICLES, AND PROMOTIONS
• WEEKLY UPDATES
• TRACK SHARES AND UNIQUE VISITORS
• LOGIN WITH FACEBOOK

15. SOCIALMEDIAPLAN
INSTAGRAM
• SHOWCASE 3DGREEK PRODUCTS
• CONTESTS EVERY TWO MONTHS WITH UNIQUE THEMES
• #3DGREEK, @CHAPTERNAME

16. SOCIALMEDIAPLAN
MOBILEAPP
• CUSTOMIZE GEAR
• ACCOUNTS WITH EMAIL OR FACEBOOK

17. SOCIALMEDIAPLAN
FACEBOOK
• CENTER OF INTEGRATED CAMPAIGN
• TAB SIMILAR TO MOBILE APP
• INSTAGRAM PHOTOS
• BLOG CONTENTS

18. SOCIALMEDIAPLAN
KEYPERFORMANCEINDICATORS
Social
Media
Pla,orm
KPIs
(Year
1)
KPIs
(Year
2)
Blog
Number
of
unique
visitors
reach
100
monthly
30%
increase
in
unique
visitors
Generate
an
average
of
5
interac=ons
per
post
Instagram
At
least
10
submissions
to
contests
At
least
20
interac=ons
per
entry/post
Submissions
to
contests
reach
50
50%
increase
in
interac=ons
per
entry/post
Mobile
App
Downloads
reach
100
Ac=ve
users
reach
20
Downloads
reach
400
Ac=ve
users
reach
100
Facebook
Likes
increase
by
15%
Average
engagement
to
reach
20
interac=ons
per
post
Likes
increase
by
20%
Average
engagement
to
reach
30
interac=ons
per
post

19. FINANCIALS
Year One Year Two Year Three
Total Revenue
Printing Revenue $74,913.00 $90,402.00 $133,920.00
Operating Expenses
Employees $32,040.00 $40,000.00 $54,000.00
Payroll Taxes $2,810.00 $3,310.00 $4,014.00
Advertising and Promotion $10,000.00 $5,000.00 $5,000.00
Interest $- $- $-
Depreciation $800.00 $800.00 $8,00.00
Raw Material $10,020.00 $18,039.00 $24,901.00
Building $14,000.00 $14,000.00 $14,000.00
Machine $4,000.00 $4,000.00 $-
Total Operating Expense $73,670.00 $85,149.00 $109,915.00
Net Profit/(Loss) ($1,243.00) $5,253.00 $24,005.00
STATEMENTOFINCOMEANDEXPENSE

20. FINANCIALS
Assets
Cash $20,000
Accounts Receivable $8,302
Raw Material $10,020
Equipment $7,200
Total Assets $45,522
Liabilities
Accounts Payable $4,431
Long Term Debt $47,000
Total Liabilities $44,431
Owner’s Equity
Retained Earnings $15,870
Total Owner’s Equity $15,870
BALANCESHEET
Uses
Employees $32,040
Payroll Taxes $2,810
Advertising and Promotion $10,000
Raw Material $10,020
Building $14,000
Machine $4,000
Cash in Hand $10,000
Total $72,870
Sources
Owner’s Equity $25,870
Private Investors $20,000
Internally Generated $27,000
$72,870
USESANDSOURCES

21. TIMELINE
• END OF APRIL/BEGINNING OF MAY
• LAUNCH BLOG, MOBILE APP; ANNOUNCE CONTEST
• END OF MAY
• FINALS OVER, FIRST CONTEST
• END OF JULY
• WINNER ANNOUNCED ON BLOG AND FB; FIRST WINNER GET
SIGNIFICANT PRIZES & WILL BE BLASTED ALL OVER TO HYPE
UP THESE CONTESTS
• EARLY AUGUST
• SECOND CONTEST, LASTING THROUGH RECRUITMENT
PROMOTIONS

22. CONCLUSION
• ENGAGEMENT AND LOYALTY INCREASE
• NEW CUSTOMERS
• 3DGREEK BECOMES GO-TO COMPANY
• SALES INCREASE