The document discusses integrating social media into marketing strategies from three perspectives: Anheuser-Busch Inbev, Compass Group/Chartwells Higher Education Dining Services, and FASTSIGNS International. It outlines how each balances their marketing mix across various channels including digital, social media, email, mobile and print. It also provides examples of campaigns that integrated these channels to increase engagement and drive outcomes like sales and brand value. The final section discusses other ways to gain customer insights like crowd-sourcing ideas and incorporating customer feedback into business models.

1. Integrating Social Media into the
Marketing Mix
• Azania Andrews Director Digital Strategy, North America | A-B Inbev
• Patti Girardi Vice President, Marketing & Creative Services | Chartwells Higher Education
Dining Services, A division of Compass Group North America
• Drue Townsend Senior Vice-President of Marketing | FASTSIGNS International

2. Topics We’ll Cover
• Balancing the marketing mix
▫ Avoiding too much reliance on any one medium
• Ways we are integrating mediums to
increase campaign/brand value
▫ Email marketing, social media, mobile marketing and loyalty programs
• Other ways to get engagement/insight
▫ Crowd sourcing, partner feedback, incorporating customers into the
business model

3. Balancing the Marketing Mix
3 Perspectives

4. About Anheuser-Busch Inbev
Top 5 Global CPG
Top U.S. Brewer
#1 Global Beer Company Most Valuable Alcohol Brand
$14 Billion Brand Portfolio

5. About Compass/Chartwells Higher
Education Dining Services
• Recognized leader in foodservice management,
hospitality and award-winning guest service
within college and university dining environments
• Serves over 230 colleges and universities
nationwide
• Division of Compass Group, world’s largest
foodservice provider

6. Our Balanced Marketing Plan Components
• Digital signage
• Web
• Email (digital magazine)
• Social (Facebook,
Twitter, YouTube, Vine,
Instagram, Flickr)
• QR codes
• Mobile app
• Print
• Direct sales
• Public relations
• Trade shows

7. About FASTSIGNS International, Inc.
• Visual Communications (signs, graphics, printing)
▫ “More than fast. More than signs.”®
• Business-to-business; 100% franchised
▫ Founded 1985; HQ in Texas
▫ 540 locations in 8 countries
• Marketing budget = 2% of gross sales (+ local)
• Privately held; owned by Roark Capital

8. Our Balanced Marketing Plan Components
• Television
• Web marketing
• Email
• Social media
• Public Relations
• Direct Mail
• Customer Satisfaction and Loyalty

9. Ways We Are Integrating Mediums to
Extend Campaign/Brand Value
Email marketing, social media, mobile
marketing and loyalty programs

12. FASTSIGNS: MetamorphoSIGN
• Makeover contest; 3 categories
• Objectives
▫ Generate local and national buzz
▫ Create sales opportunities
• Results
▫ Web visits and social media increases (but did not
create a lot of web actions)
▫ Content for other marketing programs
▫ Leads for local sales teams

13. Entry and
Voting Sites

14. POP
Direct
Mail

15. Social
Media

16. Press

17. Email
Website
Homepage

18. TV Spot
Final
Screen

19. A Winner

20. A Winner

21. A Winner

22. Social ad targeting to drive same store sales

23. Integrated marketing to drive same store sales

24. Integrated marketing to drive meal plan sales

25. Driving email response
• Open rate: 37%
• Click rate: 56%
• ChartwellsMagazine.com

26. App On Campus
• Locations
• Hours of operation
• Menus
• Nutrition
information
• Specials
• Events
• Feedback

27. Beer is inherently social
The Original Social Network

28. Blending Offline & Online Experience
INNOVATION

29. Budweiser Made in America

30. Facebook Activation

31. Facebook Activation Cont’

32. Onsite Digital Activation
Pre During Post

33. Other Ways to Get
Engagement/Insight
Crowd sourcing and incorporating
customers into the business model

34. Guest experience

35. Guest Experience: Multiple Platforms

36. FASTSIGNS: Engagement/Insight
Franchisees End User Buyers
• Ad Council
• Franchise Advisory Council
• Task Forces
• Board and Peer Groups
• “Town Halls”
• “Connect with Catherine”
• Internal Surveys
• Business Consultant and
Marketing Services Manager
feedback
• Primary research (18 months)
• Social Media monitoring
• “Customer Care”/website
• Listen to recorded PPC calls
• Listen360 feedback
• Ask our franchisees

37. Questions?