The document outlines Menna's Joint's digital marketing campaign to increase awareness of their USP, "The Dub", among three target audiences: college students, residents of college towns, and tourists. The campaign's main tactic is utilizing various social media platforms like YouTube, blogs, and Facebook to promote the hashtag "#WhatTheDub" and drive traffic to their website and online ordering. The total budget for the campaign is $450,000 allocated across activities like developing the campaign, promoting social media pages, search ads and more.

1. MENNA’S
JOINT
Digital Marketing Campaign

2. About Menna’s
•Started in 2003 at MSU
•The only legal joint in town
•USP – The Dub
•Now has 7 joints in 6 cities around MI

3. Target Audience
•College students
•Residents of college towns that
don’t attend the schools
•Visitors of the city that have
probably never heard of Menna’s
(Tourists)

4. The Big Idea
•Utilize Menna’s USP – The Dub
•Bring attention to the dub in all 3
target markets
•That’s why I came up
with…

5. MENNAS’ JOINT:
WHAT THE DUB?!

6. Key Performance Indicators/ Goals
•Increase traffic to
www.mennasjoint.
com
•Increase online
ordering
•Google analytics

7. Tools & Tactics – College Students
•YouTube shout out
•Blogs
•Social Media
• Sponsored trend #WhatTheDub

8. Tools & Tactics – Residents of college towns
•Inbound Marketing
•Facebook Community Fan Page

9. Tools and Tactics -- Tourists
•SEM
• Google Adwords

10. Budget
• Research Shows that Menna’s would likely have
an advertising budget of $450,000 a year
• Here’s how it was allocated
• Agency man hours to build entire campaign -- $45,000
• Promoted Community Facebook page -- $90,000
• Google Adwords Search Budget -- $40,000
• Google Adwords Banner Ads Budget – $30,000
• Promoted tweets and Facebook posts – $32,400
• Promoted Trend on Twitter #WhatTheDub -- $200,000
• Remaining $12,600 goes to Tyler Oakley for promoting our
restaurant on 3 different videos