Olive Garden's 2014 digital marketing plan aims to increase awareness of its social media presence through a contest that offers prizes. The plan targets families, friends, and couples and uses Facebook, Twitter, YouTube and Instagram to communicate deals, photos and videos to consumers. The total annual budget is $220,000 to cover social media site costs and other digital marketing expenses.

1. Olive Garden
Digital Marketing Plan 2014

2. Target Market
Multiple Markets
Gathering Oriented
Family Oriented
Couple Oriented

3. Big Idea
Contest
Draw Attention to Social
Media Sites.
Consumers talk about
their experiences.
3 have a chance to win
30 free meals.

4. Goals
The main goal for Olive Gardens digital
marketing plan is to increase its awareness
on its social media sites.

5. KPI
Key performance indicator would be increased
traffic through our social media sites.
“liking” our Facebook page, following our Twitter
account and and etc.

6. Tools and Tactics
Facebook used as a communicator between Olive
Garden and consumers.
Twitter used to peak into the consumers thoughts
about our brand, our food, and our service.

7. Tools and Tactics
continuation…
Youtube used to send out
creative promotion videos to
our consumers.
Instagram can be used to
show photos of our
restaurant to our consumers.

8. Mobile Plan
Coupon deals will be sent to
customers emails and will
also be available on social
media sites.
Customers show us the
coupon on their mobile
phone to receive
discount.

9. Budget
The cost of social media websites
average around $15,000 a month,
based off a 1 year would put our
cost around $180,000.
Other cost for digital marketing
average around $3,000 a month,
based off a 1 year would put our
cost around $36,000.
Our total budget would be around
$220,000 a year.

10. Conclusion
3 Target Markets
Overall Goal to increase awareness of brand on social networking
sites.
Social Media sites: Facebook, Twitter, Youtube and Instagram
Big Idea: Contest
Overall budget: $220,000 a year