This document provides an overview and marketing plan for a new BBQ restaurant called Billy Joe's. It introduces the owner Joe Freeman and describes the location, tagline, and key features like an outdoor patio and smoke pit. It then covers the brand's graphic identity, menu, style guidelines, content development process, and search engine optimization strategy. The marketing plan goals are to develop a distinctive identity, engage the local community, and encourage referrals. Specific tactics proposed include social media campaigns, a sauce-naming contest, blogger promotions, and capitalizing on local sports interests. The document concludes by thanking the reader for their consideration.

2. INTRODUCTION
•JOE FREEMAN
• LOCAL BBQ PIT MASTER
• FOOD BLOG HAS OVER 1,400 AVID READERS
•LOCATION
• 690 W GAINS ST SUITE 123, TALLAHASSEE, FL 32304
•TAGLINE
• SERIOUS ABOUT FOOD…BUT NOT MUCH ELSE

3. CONTINUED
•KEY MESSAGE
• WE ARE DEVELOPING A PLACE WHERE BBQ IS KING AND PEOPLE FEEL WELCOME
KNOWING THEY ARE GOING TO HAVE A GOOD TIME AND A GREAT MEAL
•SPECIAL FEATURES
• OUTDOOR PATIO
• OUTDOOR SMOKE PIT
• CORN HOLE
• BEER AND WINE

4. GRAPHIC IDENTITY
• IDENTITY STEMS FROM THE LOGO
• UTILIZE ICONIC FLAMES
• WARM COLORS

5. MENU

6. BRAND STYLE GUIDELINES
• SOUTHERN TONE
• SOUTHERN EUPHEMISMS
• PLAYFUL DISPOSITION
• EXCEPT FOR FOOD
• FOOD IS PARAMOUNT

7. CONTENT DEVELOPMENT AND
MANAGEMENT
• CONTENT IS GENERATED INTERNALLY
• REVIEWED BY SUPERVISORS
• MADE AVAILABLE FOR REVIEW BY CLIENTS
• CONTENT CONSIDERED “GREEN LIT” AFTER 3 DAYS

8. CONTENT DEVELOPMENT AND
MANAGEMENT CONTINUED
• POSTINGS HAPPEN IN BUSINESS HOURS
• FOCUS ON 10 A.M. TO 11:30 A.M. AND 3-6 P.M.
• PHOTOS HAVE EXPEDITED REVIEW

9. SEARCH ENGINE OPTIMIZATION
• ENSURE REVIEW SITES LINK TO WEBSITE
• GOOGLE ADVERTISEMENTS

10. ADVERTISING GOALS AND
OBJECTIVES
• DEVELOP DISTINCTIVE IDENTITY
• ENGAGE THE COMMUNITY
• ENCOURAGE REFERRALS
• TAKE ADVANTAGE OF THE TARGET AUDIENCE’S INTERESTS

11. ENGAGE THE COMMUNITY
• PRIMARY
• IMPACT THE COMMUNITY AND BECOME A HOUSEHOLD NAME FOR TALLAHASSEE BBQ
• INCREASE THE AMOUNT OF TRAFFIC THROUGH THE LUNCH PERIODS OF THE DAY AND REFERRAL
NUMBER
• INCREASE TARGET AUDIENCE ENGAGEMENT AND EXPAND UPON INTEREST
• SECONDARY
• INCREASE BRAND AWARENESS
• BUILD SOCIAL MEDIA INTERACTION
• ADVERTISE SALES/HAPPY HOURS EFFECTIVELY
• CREATE A LUNCH BUZZ ON SOCIAL MEDIA
• INFORM CONSUMERS VARIOUS WEEKLY MENU ITEMS

12. ENGAGE THE COMMUNITY
• CREATE YOUR OWN SAUCE
• CONTEST TO CREATE YOUR OWN SAUCE
• 2 MONTH CONTEST ON FACEBOOK
• 1 DAY TO FOR THE CUSTOMERS TO VOTE ON
WHICH SAUCE
• CERTIFICATE FOR WINNER
• SAUCE IS IN THE LINE UP

13. ENGAGE THE COMMUNITY
• BLOGGER POST
• LOCATE ON TARGET BLOGGER
• HAVE THEM EXPERIENCE VARIATION OF MEALS
• WRITE A POST EVERY FRIDAY FOR A MONTH
• ENGAGE THE BLOGGER/ REVIEW COMMUNITY

14. ENGAGE THE COMMUNITY
• HASHTAG : EXPERIENCETHESTOP
• ON INSTAGRAM
• WOULD CONTINUE IF IT DOES WELL AFTER
THREE MONTHS
• DIRECTED TOWARDS THE 18-25 AGE GROUP
• COLLEGE COMMUNITY
• CREATE THE BUZZ AND INTERACTION OF
BJBPS

15. ENGAGE THE COMMUNITY
• MEASURE –LIKES, SHARES (FACEBOOK, TWITTER)
• PRIMARY GOALS - NEW CUSTOMERS, EMAIL LIST
• SECONDARY GOALS- INFORMED AND ENGAGED.

16. ENGAGE THE COMMUNITY
• QUARTERLY GOALS
• REALISTIC- 150 LIKES- 500 BY END OF THE YEAR. (VARYING BY POST)
• IDEAL- 250 TO 500 (SHARES VARY WIDELY)
• MINIMUM - 50 DEPENDING POST/CONTENT
• MAINTAIN A 10 PERCENT INCREASE BY QUARTER
• THIS WILL PERTAIN ON WEEKLY BASES.

17. LOCAL INTEREST
•SPORTS WEEK
•BOBBY BOWDEN
•NO LOCAL COLLEGE GAME

18. LOCAL INTEREST
• FACEBOOK
• REALISTIC
• 1,200 LIKES ON FACEBOOK
• 500 SHARES AND 1,500 COMMENTS
• MINIMUM
• 400 LIKES ON FACEBOOK AT LEAST
• 200 SHARES AND 600 COMMENTS
• IDEAL
• 2,400 LIKES ON FACEBOOK
• 1,000 SHARES AND 3,000 COMMENTS.

19. LOCAL INTEREST
• TWITTER
• REALISTIC
• 500 TWEETS ABOUT THE EVENT
• MINIMUM
• 200 TWEETS
• IDEAL
• 1000 TWEETS
• WE WILL RUN HASHTAG BILLYJOESFOOTBALLWEEK
• THE FIRST 50 CUSTOMERS TO LIVE TWEET ABOUT THE EVENT WILL RECEIVED A
BOBBY BOWDEN AUTOGRAPHED FOOTBALL

20. LOCAL INTEREST
• INSTAGRAM
• CONTINUE USE OF HASHTAG BILLYJOESFOOTBALLWEEK
• INSTAGRAM CAMPAIGN WILL BE A SUCCESS IF REACHES OVER 3,000 FOLLOWERS
• THE FIRST 100 FOLLOWERS WILL RECEIVE A GIFT CARD

21. THANK YOU FROM THE DREAMERS
MARKETING TEAM…
• WE APPRECIATE YOUR CONSIDERATION