This document discusses a company called Biggby Coffee's plan to expand their use of social media for marketing purposes. Biggby is a growing coffee shop chain with over 100 locations across 5 states. Their goals are to use inexpensive social media like Twitter, Facebook, and blogs to attract new customers, especially college students. They will engage employees and followers to generate buzz online. The company will monitor social media and sales data to evaluate the effectiveness of their social media marketing campaign at driving more traffic and profits over the long run.

1. Social MediaTakeovermake friends . love people . have funEmily MakiADV492- NMDL April 24, 2009

2. COMPANY BACKGROUNDNEWER COMPANY- Just celebrated 15th Birthday in March 2010Only Present in 5 States- Michigan, Ohio, Alabama, South Carolina, & WisconsinFirst Location- Grand River Ave., East Lansing, MILocal, Friendly, Efficient, Focused on Customer Service50%Annual Growth RateAnnual Profit- $44 MillionSlogan- “Have fun, Be happy, Make friends, Love people and Drink Great Coffee.” 112+ Store Locations and Counting

3. B IG CHALLENGES & GOALS

4. BASICS OF THE BIG THEMEOVERALL THEME;Integrated Use of Social MediaPROSInexpensive, Yet Effective

5. Attract varying TARGET markets

6. Keeping up with the advancements in technology and communications

7. Best new way to ADVERTISE

8. Personal Outreach- BUILD RELATIONSHIPS

9. Continual, Desired Effect

10. Up-to-date, easy way to inform current or potential customers