The document describes a fictional breakfast delivery service called "In The Sheets" that delivers a variety of breakfast options to customers in two Melbourne locations. It then outlines the company's proposed social media marketing campaign, which would focus heavily on platforms like the website, Facebook, Instagram and Twitter since the start-up lacks an advertising budget. The campaign's main strategy is a creative competition on social media to engage customers and generate free media attention.

1. Participatory Media Scenario
“In The Sheets”
Laura Newbold
s3284084

2. What is “In The Sheets”
My fictional business is a breakfast delivery service that brought you almost any
kind of breakfast straight to your door. The service was moderately priced and
featured a wide menu with lots of variety, including options for vegetarians,
vegans, celiac and other types of food allergies/intolerance. The service had two
different locations, one in Kensignton and the other in Richmond, Melbourne, and
is designed for many different people – busy professionals, party-goers and timepoor parents, the service wasn’t only for people who wanted to relax with
breakfast in bed – but for people who felt they were “too busy” to prepare and eat
a proper breakfast, which everyone knows is essential to our diets.
While In The Sheets is a fictional business, I found it to be incredibly important to
have a clear outline of the business before I began my campaign. My proposed
ideas for the campaign had an obviously heavy social media focus, as I positioned
the business as start-up and would not have the budget to spend on advertising.
While relying on free promotional breakfasts, free products and targeting
influential people in the industry to promote to – I also proposed a competition and
a focus on Instagram and Twitter as the primary social media platforms.

3. Platforms:
Website:
The In The Sheets website will be the main platform for the service. Here,
customers can view the menu, read reviews, learn about the company and even
order online. The website will have links to the rest of the platforms, but most
updates will come through social media – rather than the official site – as we
don’t want the website to be cluttered with information.
Facebook:

4. Platforms (continued):
Instagram:
Capitalizing on the “Foodie” market, who feel quality and presentation of food is highly
important to the overall experience, Instagram offers a fantastic platform for displaying the
excellence of the food presented by In The Sheets. The quality of the food will be one of the
most important selling points to be marketed in the campaign, and Instagram is a fantastic
way to present that. The hashtag #inthesheets will be used so people know who is providing
the food and will be printed on the packages the food comes in (cartons, boxes, bags, etc) to
encourage people to take a picture of their delivery and post it up. Initially, discounts will be
offered to people who post a picture of their delivery, such as waiving the delivery cost on
their next purchase, or a free coffee with their next order – this will encourage the
participation.
Twitter:

5. Strategy
The main strategy used in this campaign is a
competition. This competition will be utilized
so the audience gets involved with the brand
and takes notice of what we have to offer.
The competition offered a free breakfast to
the winners but was also designed to be
creative enough to engage some free media
attention, as we don’t currently have the
money to market with paid advertising in our
budget.

6. References
•
Bryfonski, D. 2012. The global impact of social media. Detroit, MI: Greenhaven
Press.
•
Debaise, C. 2013. 6 Small Businesses That Are Doing Social Media Right. [online]
Available at: http://www.entrepreneur.com/article/227392 [Accessed: 10 Oct 2013].
•
Lievrouw, L. and Livingstone, S. 2002. Handbook of new media. London: SAGE.
•
Mesiya, M. 2013. Contemporary communication systems. New York: McGraw-Hill.
•
O'connor, S. n.d. Word of Mouth Is the Best Ad - BusinessWeek. [online] Available
at:
http://www.businessweek.com/debateroom/archives/2011/12/word_of_mouth_is_th
e_best_ad.html [Accessed: 1 Oct 2013].
•
Qualman, E. 2009. Socialnomics. Hoboken, N.J.: Wiley.

7. References (continued)
•
Safko, L. and Brake, D. 2009. The social media bible. Hoboken, N.J.: John Wiley
& Sons.
•
Socialmediatoday.com. 2013. Master Social Media Marketing for Small
Businesses | Social Media Today. [online] Available at:
http://socialmediatoday.com/socialbarrel/1617111/tips-master-social-mediamarketing-small-businesses-infographic [Accessed: 12 Oct 2013].
•
Whaley, B. and Samter, W. 2007. Explaining communication. Mahwah, N.J.:
Lawrence Erlbaum Associates.
•
Wight, E. 2013. Small business tips: how to use social media to boost business.
[online] Available at: http://www.theguardian.com/small-businessnetwork/2013/aug/29/social-media-boost-business-tips [Accessed: 10 Oct 2013].