Insomnia Cookies is a late night cookie delivery service located near Michigan State University that aims to raise awareness and broaden its audience through a social media marketing campaign. The campaign will target both students directly and parents by encouraging them to send cookies to their children. It will utilize Facebook, Twitter, a website update, and coupons distributed at student orientations. The low-budget campaign will be evaluated based on social media followers, surveys, coupon usage, and website analytics to track its effectiveness at increasing customers and connecting with them.

1. Insomnia Cookies
Social Media Marketing Proposal

2. Current Materials
National food service chain providing late night delivery in college areas..
MSU Store located at 603 E. Grand River in East Lansing, Michigan with a 5 mile delivery radius.
Current media materials include a website with online ordering capabilities and a Facebook page.
Utilize a moon-shaped cookie logo and the slogan “Baked Right Late Night”

3. Demographics
East Lansing is a college town, 58% of it’s inhabitants between the ages of 18 and 24.
Customers are primarily low-budget as they are students working only part time.
During seasonal switch (summer and long university breaks,)their market depletes significantly.
Photo Credit: Flikr/lmiller1717

4. Challenges
Location: Small store on a side street with a lack of visibility
Awareness: New (within 5 years) and lack of awareness is compounded by the ever changing population (new students
each semester and old students leaving)
Customers: Low income and as MSU is a “party” environment, there are often deliveries to students who have been
drinking or at parties.
Communication: Constantly shifting population makes communication hard over time
Delivery: Delivery creates it’s own specific challenges (time constraints and lost profits with mistakes)

5. Goals
Raise Awareness
Broaden Audience
Develop New Strategies
Fine Tune Old Strategies
Catch Attention with Fresh Ideas

6. Campaign Ideas
Develop a new campaign targeting Parents, encouraging them to send cookies to their students!
Fresh Cookies for your Freshman! Just because you don’t bake them doesn’t mean they can’t eat them.
Expand on Student Campaign
Baked Right Late Night - use current slogan when upping awareness in the target audience.
Incorporate both slogans in all aspects of Insomnia Cookies Media

7. Marketing Tools
This campaign will utilize social media to reach it’s student target audience.
Facebook and Twitter will be updated more often and streamlined.
Website will add links to both accounts as well as have an SEO update
A Coupon Campaign will be launched at Parent Orientation to reach the parent market.
Photo Credit: Flickr/boite-en-valise

8. Fresh Ideas
Broadening target audience with parents, encouraging them to surprise their children away at school.
Offer weekly specials for Twitter and Facebook Followers
Create contests and incentives for those “getting the word out” about Insomnia Cookies
(ReTweets, Tagged Photos, Friend Suggestions, rewarding Tweets and Status updates regarding Insomnia Cookies)
Increase interaction
Shorter, Sweeter updates and Tweets
SEO

9. Logistics and Evaluation
Budget: Minimal. Campaign will primarily be on cost-free social media and utilize current logos as to incur no further
cost. Hourly pay for Marketing Team and Coupon Printing will be kept to a minimum as well.
Timeline: Coupon Blasts and Contests at peak times such as move in and special events (Football Season, March
Madness) Google Analytics will be employed to check on SEO success and help target changes in approach.
Evaluation: Facebook and Twitter Follower Counts, Awareness Survey with a reward coupon for participation, Coupon
Number Tracking with Parent Campaign, Google Analytics to track website clicks.
Photo Credit: Insomnia Cookies Website Gallery

10. Conclusion
Through utilizing cost effective social media efforts, Insomnia Cookies’ reach will extend to bring in more customers and
to connect with them on a regular basis.
By creating a Parent campaign, Insomnia Cookies can experiment with new customer bases and methods of
interaction, hopefully finding a whole new market niche.
Through SEO, Insomnia Cookies can increase the effectiveness of their website and optimize their media efforts.
YUM!