This document provides a social media marketing plan for Popolinos Pizza, a family-owned pizza restaurant. It begins with an overview of Popolinos' current limited social media presence on Facebook and Twitter. It then performs a SWOT analysis and sets goals to increase sales and market share through improved social media engagement. The plan targets college students and proposes strategies to build Popolinos' presence on Facebook, Twitter, and Instagram through regular posting, contests, and responsiveness to increase followers and engagement. Key metrics include new followers, likes, shares and reach across the three platforms.

1. Brookelle Bolf
MKTG 441: Social
Media Marketing
University of North
Dakota
Spring 2015

2. TABLE OF CONTENTS
Executive Summary……………………………………………………………………………….……….3
Brief Overview……………………………………………………………………………………….……….4
Current Social Media Presence…………………………………………………………….…………5
SWOT………………………………………………………………………………………………….…………6
Goals……………………………………….………………………………………………………….………..7
Strategies…………………………………….………………………………………………………….……8
Target Market…………………………………….…………………………………………………….……9
Social Media Tools and Implementation…………………………………….……….………..10
Facebook…………………………………….………………………………………………………….……11
Twitter…………………………………….……………………………………………………………………12
Instagram…………………………………….………………………………………………………………13
Attachments…………………………………….…………………………………………………………..14
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3. EXECUTIVE SUMMARY
Popolinos is a family owned pizza restaurant that offers pizza
delivery and pickup. The company has no official motto and one
location in Grand Forks, North Dakota near the University of North
Dakota campus. The location of Popolinos is ideal in order to reach
their target market of college student ages 18-25. Popolinos
specializes in home-made pizzas and the ingredients are always fresh
and the pizzas are never frozen. Popolinos does not focus on social
media and advertising due to lack of time and money but has a lot of
opportunity for growth in these areas. Popolinos current channels of
social media are Facebook and Twitter but they are lacking in reach
and interest. Opportunities for Popolinos to expand is through social
media are Facebook, Twitter and Instagram.
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4. BRIEF OVERVIEW
This plan discusses the opportunities that Popolinos Pizza has to
improve business and increase loyal customers. The plan begins with
where the company current sits in its social media presence. They are
located on Facebook and Twitter, but neither channel has been
successful for Popolinos due to the lack of interest for consumers. The
plan then covers the strengths, weaknesses, opportunities, and threats
in order to fully understand the nature of the company. After the SWOT
is covered, we can begin to cover goals and strategies that Popolinos
can use to become more successful through social media channels.
The target market is covered so the plans can be tailored to better
reach the target market. Social media channels that need to be expand
on are Facebook, Twitter and Instagram.
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5. CURRENT SOCIAL MEDIA PRESENCE
Currently, Popolinos Pizza exists on Facebook and Twitter but lack a presence in
all other forms of social media. The owner says they lack in social media presence
because they do not have time or the resources to delegate. The Facebook page
currently has 1,551 likes and 39 people have been here. When you compare the
number of likes to the number of people in the city of Grand Forks (54,932 as of
2013), only 2.82% of the city likes this page. And this does not include the city of East
Grand Forks. The Twitter page only has 52 followers and Popolinos is only following 62
people with 145 tweets since they joined in June of 2012. This area of Popolinos
social media is extremely lacking. They have had the page for almost three years and
they do not have anything to show for it. Both Twitter and Facebook have room for
expansion. Popolinos also has the opportunity to expand into other social media
channels such as Instagram and YouTube. Updating the website for the company will
also help vastly improve the user friendliness and make it easier consumer to order
pizza and find their way to social media.
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6. Strengths
• Wide variety of homemade pizzas to
chose from
• Delivery and pickup offered along with
phone order placement
• Location is ideal for target market
• Coupons and specials offered regularly
Weakness
• Highly competitive market
• Not immersed in social media and
advertising
• Pizza prices are high
• Hours are limited during late night rush
• No sit down dining
• Website is outdated
Opportunities
•Become more involved in social media and
advertising
•Advertise through campus events to bring in
target market
•Open later for Friday and Saturday night rush
•Offer student specials
•Quality of pizza is better than most chain
competitors
•Create a better website that is not outdated
Threats
•Many local competitors in the same market
•Competitors with lower prices get more
business
•Hours of operation make other competitors
more appealing
•Chain pizza places have the highest market
share
SWOT
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7. GOALS
• Increase Popolinos Pizza presence in three forms of social
media; Facebook, Twitter, and Instagram
• Increase sales and loyal customers through these channels
• Interact with consumers in order to build trust
• Compete with other local pizza establishments for market share
• Be comparable and better then Deeks Pizza on social media
• Become active and known in the community
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8. STRATEGIES
• Streamline all three social media channels to coordinate so
consumers are not confused about what is Popolinos Pizza
• Engage consumers in contests for free pizza every Friday along
with other contests
• Respond to tweets, questions and comments on all sites in
order to build trust
• Create shirts and gear for consumers to win or buy
• Participate in local events in order to increase brand awareness
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9. TARGET MARKET FOR POPOLINOS PIZZA
The target market for Popolinos pizza is first going to be college
age students. The college students are students of UND with ages of
around 18-25 both male and female. The ages are primarily
millennials and are very technology savvy. They are located on or
around campus within 5 miles of UND either in dorms or neighboring
areas. Grand Forks is a suburban area and has typically cold and long
winters. People do not like to leave the house for food when it is cold
so we can except most students will want pizza delivered. Most college
students like to engage in social activities especially during the
weekend. The usages rate of Popolinos or any pizza place is going to
come when students are done with school on the weekends are
hanging out with friends. The target market for Popolinos is a college
age student. UND alone has 14,906 students, though this statistic
includes online students.
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10. SOCIAL MEDIA TOOLS & IMPLEMENTATION
Three forms of social media channels will be used, Facebook,
Twitter and Instagram. Facebook tools such as insights and graphs can
be used weekly to evaluate the successes and failures of posting.
Twitter followers should increase as the brand awareness spreads and
contests can be used to encourage more followers. Instagram will be
primarily used to showcase our pizzas and specials. It can also be
used, along with the other two channels, to promote contests currently
being held through Popolinos such as Free Pizza Friday. An example of
this would be a random user from each channel will be chosen if they
like the post and follow the channel. The winner will receive a free
large pizza of their choice to redeem within the next week. These sites
can be run by the managers or just the owner depending on what the
business prefers.
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11. FACEBOOK
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Action Items
• Monitor the increase in page likes and post reach daily
• Post 2 times during the week and also Friday and Saturday
• Set up a contest every Friday – Free Pizza Friday
• Increase the amount of pictures and updated menu on site
• Reply to comments on Facebook posts as soon as they arise
Key Metrics
• Page likes
• Number of posts per day
• Engagement with posts and pictures
• Contests engagement
• Shares and Likes
• Post Reach
• Graphs on Facebook insights weekly
Strategies
• Engage followers through contests and pictures to encourage post involvement
• Increase likes by sharing interesting pictures that incorporate pizza and humor
• Post specials and weekly specials or deals
• Have a full menu available on the Facebook site for convenience

12. TWITTER
Strategies
• Increase the amount of followers
• Make account public
• Feature specials and deals
• Engage consumers through posts and contests
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Action Items
• Promote Free Pizza and other contests through Twitter
• Post 2 times a week and Friday and Saturday
• Follow relevant business and retweet local business
• Use pictures and tweet specials to inform users
• Increase the amount of followers through contests that require
likes and a follow to win
Key Metrics
• New followers and number of
followers
• Retweets and favorites on a tweet
• Mentions and replies
• Trending hash tags

13. INSTAGRAM
Strategies
• Increase brand awareness through pictures and contests
• Link Facebook and Instagram and Twitter so the sites all correspond and posts are the streamlined
• Showcase pizza and other food through Instagram
• Put links into posts for Twitter, Facebook, and Popolinos website for easy access
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Key Metrics
• Number of followers
• Amount of posts
• Participation of likes on
contests
Action Items
• Corresponding posts to Facebook and Twitter
• Weekly contests - Free Pizza Friday- Follow and like post
to enter
• Post pictures of pizza and other foods twice a week and
Friday and Saturday
• Follow relating business and follow back customers

14. ATTACHMENTS
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