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My Bunker Busters Social Media Marketing Campaign Goals
- 2. A dream turned into reality. Bunker Busters is an innovative and locally crafted ice cream container bringing life and premium ice cream to the Greater Lansing area. Stop by and try our 32-ounce Bunker Buster Flurry! BUNKERBUSTERSPREMIUM ICECREAM
- 3. -Males & Females -Any Race -Ages under 12, 18-24, & 30-50 -Social Media Platforms commonly used: -Facebook -Instagram -Twitter -TikTok BUNKERBUSTER’STARGETMARKET
- 4. -Men 30-50 with children under 12 -Women 30-50 with children under 12 -Male college students aged 18-24 -Female college students aged 18-24 BUNKERBUSTER’SIDEALCUSTOMERS
- 5. CUSTOMERPROFILE Laura Bell Clothing Retail Store Manager • Demographics • 37 • Female • Masters Degree • Upper Middle Class • 2 Children in Grade School • Buying Habits • Makes most buying decisions • Makes purchasing decisions fairly quickly • Facebook, Instagram, & TikTok • Uses mobile, phone for texting, talking, online shopping, and other apps • Psychographics • Likes to enjoy sweet treats with her family • Values spending quality family time together • Gets recommendations from friends and coworkers and others from social media platforms • Competitive and “In- Charge” personality • Enjoys reading a good book, and helping her kids with their homework • Content & Messaging • Customer testimonials/ social proof •Appeal to competitive nature
- 6. CUSTOMERPROFILE Mikel Tyler College Student • Demographics • 21 • Male • College Student at Michigan State University • Lower Middle Class • Single, Not Married • Buying Habits •Makes all buying decisions • Makes purchasing decisions fairly quickly • Facebook, Instagram, Twitter, TikTok, & Twitch • Uses mobile, phone for texting, talking, online shopping, and other apps • Psychographics • Favorite Dessert is Ice Cream • Studying video game design • Gets recommendations from friends, coworkers, and others from social media platforms • Spontaneous personality • Enjoys playing online video games and streaming with friends • Content & Messaging • Customer testimonials/ social proof •Appeal to spontaneous nature
- 7. - The primary goal is to increase brand awareness in the Greater Lansing area. - Bunker Busters is a new business for the area and this goal is a good one to focus on for new businesses. - A secondary goal for the social media campaign will be to increase sales compared to sales since opening. PRIMARYGOALFORSOCIALMEDIACAMPAIGN
- 8. - I selected this primary goal because Bunker Busters is a new ice cream business and I want to create a social media campaign to introduce the Greater Lansing community to them to accomplish my secondary goal as well and increase sales (actual purchases). - Yes, my primary goal does align with the company’s target market because my target market is the di ff erent types of demographics that live within the Greater Lansing community. PRIMARYGOALFORSOCIALMEDIACAMPAIGN
- 9. - Primary: “Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!” - Secondary: “Follow us on Facebook to stay up to date with new menu options, special events, and more about us!” CALLTOACTION(CTA)FORGOALS
- 10. - I want people to visit the Facebook page for the menu, hours, and location information to then be able to come get the ice cream they desire. - They currently only have a landing page for a website, but I want to focus on getting more inter action with their Facebook pro fi le as well CALLTOACTION(CTA)FORGOALS “WHATDOYOUWANTPEOPLETODO?”
- 11. 1) Facebook Facebook will be used since it is the most popular across all demographics and they already have a profile setup. 2) Instagram Instagram will be used since they already have a profile and we can share the new content that we create on it. 3) TikTok TikTok will be the final channel because they currently do not have their own profile and TikTok is very popular with the younger demographics. Currently, they are sharing the profile for the Pro Fireworks store that they are located in the parking lot of. SOCIALMEDIACHANNELSTOFOCUSON
- 12. - Sales • Sales will be monitored to see if we are reaching our target market with our marketing and producing more revenue from it - New followers on the Facebook & Instagram pro fi les • New follower count will be monitored to see if our marketing campaign is reaching our target market and if we are being received well - Number of shares of our content on Instagram and TikTok • Number of shares will be monitored to see if our content is engaging for our audience based on larger number share counts MEASURINGMETRICSTOGAINRESULTS AFEWMETRICSTHATWILLBEUSEDTODETERMINEIFWEARE REACHINGAREGOALSARE:
- 13. - Arctic Corner - https://www.facebook.com/ arcticcornericecream/ - 1640 followers - Their followers do not seem to be engaged very much. Arctic Corner usually only post about once a week to announce the fl avors of the week. Sometimes followers might comment on a fl avor post because they enjoy that fl avor, but that is it usually. COMPETITORS
- 15. - Melting Moments - https://www.facebook.com/ Melting- Moments-104549434879286/ - 350 followers COMPETITORS - Their followers do not seem to be engaged very much. Melting Moments has only posted a few times since October 2021. Most posts were in December 2021, with the most recent going back to February 2022. Sometimes followers might comment on a fl avor post because they enjoy that fl avor, but that is it usually.
- 17. - Melting Moments (cont.) - https://www.youtube.com/channel/ UCm1wDxVMlPxKa9vxNY_3kcQ/featured - 7 subscribers - Melting Moments has only posted 1 video on their YouTube that is under 2 minutes about the history of their company. The video was uploaded on June 10, 2015 and has amassed 221 views with only one comment about one month ago. COMPETITORS
- 19. - Melting Moments (cont.) - https://www.instagram.com/ meltingmomentsicecream/ - 1,117 followers and 22 posts with the fi rst in April 2016 - Melting Moments has posted 22 times on their Instagram. Most of their posts have an average 20-30 likes on them with only a few that have comments. COMPETITORS
- 21. - How I would run social media for the ice cream shop down my street - Matt Sydeworks – Sept 29, 2015 - https://medium.com/@mattsydeworks/how-i-would- run-social-media-for-montreal-s-la-diperie-ice-cream- shop-38bc89e27ba8 SUCCESSFULSOCIALMEDIACAMPAIGNS ARTICLE
- 22. - La Diperie’s Facebook campaign consists of them posting photos of their di ff erent products that they have available dating back to June 10th, 2014 - https://www.facebook.com/ladiperie/ - La Diperie’s Instagram campaign consists of them posts multiple pics of their products dating back to 2014 - https://www.instagram.com/ladiperie/ SUCCESSFULSOCIALMEDIACAMPAIGNS
- 23. - Crumbl - https://www.tiktok.com/business/en-US/inspiration/ crumbl-521 - Crumbl has used TikTok for Business to deliver fresh cravings and new followers SUCCESSFULSOCIALMEDIACAMPAIGNS
- 24. • Facebook & Instagram • We will be including videos and photos of our menu options to share on our Facebook/Instagram profile. • We will be using a mix of promotional and inspirational posts into inspire and entice the followers to come purchase our ice cream. • We will be posting on Facebook at a minimum of 2 times a day. • CTA • Primary: “Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!” • Secondary: “Follow us on Facebook/Instagram to stay up to date with new menu options, special events, and more about us!” • Hashtags #BunkerBusters #doughnut #sundae #froyo #wafflecone #vanillaicecream #icecreamtime #FOMO • Metrics • Sales • Sales will be monitored to see if we are reaching our target market with our marketing and producing more revenue from it • New followers on the Facebook & Instagram profiles • New follower count will be monitored to see if our marketing campaign is reaching our target market and if we are being received well • Number of shares of our content on Instagram and TikTok • Number of shares will be monitored to see if our content is engaging for our audience based on larger number share counts SOCIALMEDIAPLATFORMCAMPAIGNPLANS
- 25. • TikTok • We will be including short video clips of our menu options and customers enjoying our products to share on our TikTok profile. • We will be using a mix of promotional and inspirational videos into inspire and entice the followers to come purchase our ice cream. • We will be posting on TikTok at a minimum of 2 times a day. • CTA • Primary: “Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!” • Secondary: “Follow us on Facebook/Instagram to stay up to date with new menu options, special events, and more about us!” • Hashtags #BunkerBusters #doughnut #sundae #froyo #wafflecone #vanillaicecream #icecreamtime #FOMO • Metrics • Sales • Sales will be monitored to see if we are reaching our target market with our marketing and producing more revenue from it • New followers on the Facebook & Instagram profiles • New follower count will be monitored to see if our marketing campaign is reaching our target market and if we are being received well • Number of shares of our content on Instagram and TikTok • Number of shares will be monitored to see if our content is engaging for our audience based on larger number share counts SOCIALMEDIAPLATFORMCAMPAIGNPLANS
- 26. - We will be cross promoting by encouraging our customers on Instagram to check out a special post on our Facebook or TikTok and vice versa to encourage them to follow our other social media pro fi les CROSSPROMOTING
- 27. - The fi rst in fl uencer I have selected is Governor Gretchen Whitmer. She is our current governor here in Michigan and she currently has 385,000 followers on Facebook. Having her come to the Bunker Buster’s location and get a photo op and meet with customers would be bene fi cial for our campaign. INFLUENCERS
- 28. - The second In fl uencer I have selected is Bob Ho ff man. He is a local news reporter for Fox 47 News here in Lansing. He is an important person here in our local community and people look to him for his opinions and recommendations. INFLUENCERS
- 29. - Compensation would involve providing free products of their choice every time they visit the shop for Meet and Greets and more exposure for them as well. INFLUENCERS-COMPENSATION
- 32. FACEBOOK#1 LIFEISBETTERWITHICE CREAM - This post aligns with my goals because it encourages customers to visit the Facebook page. Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!
- 33. FACEBOOK#2 YUM!ICECREAM - This post aligns with my goals because it encourages customers to visit the Facebook page. Follow us on Facebook to stay up to date with new menu options, special events, and more about us!
- 34. INSTAGRAM#1 VISITOURFACEBOOK - This post aligns with my goals because it encourages customers who are on Instagram to visit the Facebook page. Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!
- 35. INSTAGRAM#2 BUNKERBUSTERS EVEN MOREFUN - This post aligns with my goals because it encourages customers who are on Instagram to visit the Facebook page. Follow us on Facebook to stay up to date with new menu options, special events, and more about us!
- 36. TIKTOK#1 COMEVISITUS! DAY1OFWEEKEND - This post aligns with my goals because it encourages customers who are on TikTok to check out our menu on our Facebook and visit the store. Ready for a cool treat in this summer heat? Checkout our menu on our Facebook page and come grab a cool, sweet treat!
- 37. TIKTOK#2 BESTSOFTSERVE - This post aligns with my goals because it encourages customers who are on TikTok to check out our menu on our Facebook and visit the store. Follow us on Facebook to stay up to date with new menu options, special events, and more about us!
- 38. - Most of the competitors for Bunker Busters in the Greater Lansing area use photos most often in their posts. - I plan to use some photos, but mostly focus on using video. - Start a promotion with Pro Fireworks, the company that Bunker Busters is located in their parking lot. As an example, spend $50 at Pro Fireworks, get a free small fl urry of your choice. - I also plan to host an event with one of the in fl uencers as well. AMPLIFICATIONSTRATEGIES
- 39. - My 4 week budget for Facebook & Instagram is $50/day, $25/day each. - Since Facebook and Instagram are both owned by Meta, formally Facebook, I can use the Ad Manager to create ads for Facebook and Instagram together. BUDGETANDADCOPY