This document outlines a recipe competition for college students to promote Menna's Joint restaurant. It will use digital marketing like Facebook, Twitter, and Google Adwords to promote the annual competition and get students to submit and vote on recipes. The goal is to generate buzz about the competition and restaurant, build customer relationships, and potentially add new recipes to the menu. The total budget for the digital marketing campaign and grand prize is $15,000.

1. Menna’s Joint
“Recipe For Greatness”
By: Evan Donahue

2. Big Idea
A new “Dub”
recipe
competition open
to college
students.

3. The Breakdown
This will be an annual
recipe competition open to
college students
It will be promoted using
digital marketing.
Contestant will submit their
recipes and submissions
will be reviewed and voted
on.

4. Target Audience

5. The Game Plan
The campaign will be
promoted through
facebook, twitter, and
google adwords.

6. Facebook
Create posts
promoting the
competition
Post new recipe
submissions to be
voted on
Get “Likes”

7. Twitter
Tweet about the competition
Tweet new recipe ideas and
listen to feedback
Respond to customer
feedback
Award people for following
us with coupons

8. Google Adwords
Search engine
optimization
Pay per click
Promoted advertisements

9. Budget
$5,000 for Facebook
$2,000 for Twitter
$7,000 for google
adwords
$1,000 grand prize
$15,000 total

10. Summary
Target Market- college students
Game Plan- generate buzz about menna’s joint and the
“recipe for greatness” competition through digital marketing
Mission- gain awareness about menna’s joint, build a closer
relationship with our customer, increase revenue, and add
menu items in a fun way