The document proposes a social media marketing strategy for Maya's Deli to increase brand awareness and revenue without an advertising budget. It recommends using Facebook, Twitter, Foursquare and blogs to share photos, specials and deals 1-2 times per week. The goals are to establish Maya's as the local lunch spot and boost social media followers and in-store traffic. If successful, some budget may be allocated later for search ads, relevant website ads and mobile ads targeting local smartphone users. Customer feedback on social media will also be monitored to improve service.

1. ADV 420: New Media Driver’s License
Digital Media Marketing Strategy: Maya’s Deli
Grant Gitre

2. Audience
 The local community, especially people working
nearby.
 Males and Females
 Young professionals to seniors
 People going out to lunch from work, or looking for a place to
meet with friends

3. Big Ideas/Goals/Metrics
 To brand Maya’s Deli as a great place for lunch.
 Fast/friendly service with good food at a reasonable place
 To increase local awareness.
 Metrics: Twitter and Facebook followers and
posts, Foursquare check-ins, and new visitors to the store
 To ultimately increase revenue
and profit.

4. Social Media
 Facebook
 Twitter
 Foursquare
 Google Places
 Blogs

5. Social Media Content/Frequency
 Types: photos, posts, and links to relevant media.
 Photos of new things on the menu or a special dish
 Posts about specials and deals
 Links to local news stories and Maya’s other social media sites
 Frequency: 1-2 interactions a week on each platform.

6. Budget
 Little to none.
 The owner of Maya’s does not want to invest money in any
marketing efforts right now
 If profits are increased through a social media
campaign, the owner may decide to use internet
marketing as well.

7. Internet/Mobile Marketing
 Google Tools
 SEM
 PPC
 Google Adwords
 Ads on relevant websites
 Mt. Clemens or area related
 Mobile Marketing
 Show ads to smart phone users that are in
the area

8. Response Plan
 Use feedback as an opportunity for interaction.
 Negative: offer something to correct the situation
 Positive: follow up to build relationship

9. Conclusion
 Inexpensive
 Using social media will cut down on advertising costs
 Effective
 Built to attract new customers and retain them with the
product