The document outlines a marketing campaign for Joe's Crab Shack targeting middle class families and couples in the southern US from February to April. It will offer 25% off different "buckets of crab" each day of the week to drive brand awareness, market share, and revenue. 50% of the $144,000 budget will fund paid search ads, while the rest will go towards social media, mobile apps, SEO, and campaign design. The goal is to capitalize on northern tourists seeking seafood during their southern vacations.

1. Walter Knapp

2. Target Customers
 Southern United States
Joe’s Locations
 Middle class families
 Family fun!
 Couples
 Energetic (but cost-
efficient) date
 Southern locations only
due to time frame of
campaign

3. Campaign Theme
 “Crab a Bucket and Feast”
 25% off each type of “bucket of crab” for each day of
the week.
 Five types of buckets  one is 25% for each day of
workweek
 Your choice on Saturday

4. Timeframe
 February through April
 Planning starts in November
 Northern families will be on vacation seeking
fresh, affordable seafood.
 Valentines Day  big for couples

5. Key Performance Indicators
 Promote brand awareness by 10% in southern region
 Increase Joe’s market share of seafood restaurant
industry by 5%
 Drive revenue in the short term

6. Facebook Page
 Generates high media traffic
 Digital word-of-mouth
 Links to find the “nearest Joe’s location”
THIS WAY TO JOE’S!
 High visuals
 Constant posts of the campaign

7. and
 Twitter:
 Periodic (a few a day) tweets about campaign
 Tweets about which bucket is 25% off that day
 Pinterest:
 Pins on all the buckets
 Pins of customers enjoying themselves at Joe’s

8. Budget
 50% goes to Pay Per Click
 $800 daily budget (February – April)
 Max CPC = $9
 Keywords
 King Crab
 Seafood Restaurant
 Joe’s Crab Shack

9. Budget
 15% goes to operating the social media sites
 Facebook, Twitter and Pinterest
 High interaction
 10% goes to mobile marketing
 App to promote the campaign
 Crab crawl race game

10. Budget
 15% goes to Search Engine Optimization
 10% goes to content planning and design
 November – January
 Total budget = $144,000
 Digital agency cost on average = $216,000