The document outlines a virtual marketing campaign for Flippin Good Cookies. It aims to target 35-44 year olds using social media platforms like Facebook, Twitter, and YouTube. The campaign goals are to increase brand awareness, engagement and reach among the target audience. Key tactics include hosting a celebrity autograph signing with NFL player Maurice Jones-Drew to promote cookie sales and distributing promotional cards around the city. The campaign will be evaluated based on acquiring new social media followers, engaging with current followers, and monitoring feedback on sites like Klout.com.

1. "
Virtual Campaign
Alex Holmes, Jordan Mathews, Joe Green

3. Research and Listening
 35-44 year old target audience
 73% spectators 54% joiners
 Varying search volume shows opportunity for year round
success
 Positive reputation
 Adapted to groundswell

7. Objectives and Goals
 Use talking objective and groundswell to spread messages
 Extend current marketing initiative to more interactive
channels
 Energize enthusiastic and loyal customers
 Listen to groundswell
 Extend our reach further

10. Goals
 Improve communication
 Increase engagement
 35-44 target audience
 Goal is to increase awareness and reach of Flippin Good
Cookies

11. Goals
 Use social media platforms
 Energizing posts = further reach
 Hosting a celebrity autograph signing

12. Objectives
 To acquire 300 new fans on Facebook by the end of the campaign and
to engage with 200 followers through direct messages, re-tweets and
replies.
 To have 100 new Twitter followers and engage followers through
retweets, hash tags and replies.
 To create a YouTube video promoting the event we are hosting with
Maurice Jones Drew.
 To update the blog with more energizing elements and connect with
at least 50 members of the target audience to ensure feedback and
suggestions.

13. Strategies
 Forward-focused, viral campaign including viral marketing
 Promote engagement with target audience
 Directly target audience
 Want audience to carry the messages in a fun, engaging way
 Company is more than just a catering company

14. Strategies

15. Strategies
 Social media platforms- will include consistent, relevant,
info
 Help to engage our target audience
 Event will help engage & increase traffic to sites

16. Tactics/Technology
 Facebook-Twitter-MySpace
 Autograph signing with star running back Maurice Jones-Drew of the
Jacksonville Jaguars ( Free autotographed football with any cookie
purchase) at the Hilton.
 5 employees will be sent to promote the event and hand out
promotional cards around the northeast area. Malls, Everbank Field,
Colleges etc..
 #JONESDREWCOOKIES
 Check out our Facebook Page

17. Evaluation/Measurement
 Klout.com
 Connect, Score, Discover
 Score is determined through content.
 Allows us to see positive or negative feedback