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Publix final
- 2. Snapchat Create a Publix account Create a Geo-Tag for all Publix locations. Facebook Increase like from 2 million to 3.5 million. Daily photo contests of family dinner photos. Increase question response rate by 70% a day. Post snap chats Twitter Re-tweet customer posts of family’s sitting down for meals prepared from Publix products. #PublixTable Tweet Snapchats SOCIAL MEDIA
- 3. YouTube Create an account of customer sent in videos of dinner Repost Commercials that are seen on TV Instagram Repost customer content with #PublixTable Pinterest Re-pin boards of customer recipes #PublixTable SOCIAL MEDIA (CONTINUED)
- 4. Implement the “Publix Table Theme” Pictures Quotes Increased search optimization based on location Increased key words for Google Ad words Family, dinner, Family dinner, Family meal, Meal, etc. Calendar of events going on by location promoting “Publix Table”. Ex: School lunch events in local schoola Loyalty programs for families Tasting events in-store Customer Blog Monitored daily for quick responses WEBSITE
- 5. APP Easier and more accessible for Kids Include Games Nutritional Facts Locations of local charities
- 6. Measured by CPM and CPC Advertisements on: http://cottagelife.com/ http://www.food.com/ http://freeform.go.com/ Social Media advertising Promoted Tweets Facebook Advertisements Promoted Instagrams Ads Direct customers to Publix.com They will find the “Publix Table” ONLINE ADVERTISING
- 7. Blogging Website Blog Facebook Blog Email Marketing Customers that sign up for mailing list Online Pages Tailored towards families Advertisements Take consumers back to a customized landing page Surveys Via Email Website surveys INBOUND MARKETING
- 8. KPI Expected Goals Increase app downloads by up to 45% Increase sales by up to 20% How we will Measure Likes Shares Downloads CPC CPM How we know it is successful Increase Sales Increased Customer interaction on website and app Blog posts Loyalty program sign-ups
- 9. BUDGET AND TIMELINE Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. Social Media Promoted: Tweets/Instag rams X X X X Social Media X X X X X X X X X X X X “Publix Table” Website theme X X X X X X X X X X X X Website Advertising X X X X SEM X X X X X X X X X X X X $200,000 Cost-Per-Click Cost-Per-Impression Promoted Instagram/Twitter Facebook Advertisements
- 10. “Publix Table” Targeting Families and Parents View Publix as a family brand Connect better with customers Make Publix more than just a grocery store to customers SUMMARY
Editor's Notes
- The overall idea to further better Publix’s online marketing presence is to expand on its theme of being a family brand, by making it a leader in promoting being home for family dinner. Studies have shown that families that make an effort to sit down for dinner at least 5 times a week make families closer, have developmental benefits for kids, and increases family nutrition. Publix wants to be the new face of advocacy for this, implementing the message that preparing the family dinner begins at Publix.
- Publix currently doesn’t have any presence on the Snapchat market, we want to change this by first creating a Publix account that customers can send snaps to. We will also be creating a Publix geo tag that customers can use when they are within any Publix store location. All snaps sent to the Publix Snapchat account will be reviewed, and the chosen ones will be posted to the Facebook and Twitter Accounts. Facebook currently has about 2 million likes, we would like to increase this to 3.5 million likes. We will be featuring daily photo contests on the Facebook page of a selected photo from the ones customers have sent in of families sitting down to enjoy a family dinner. We want to increase all comments and questions posted on the public Facebook page to about 70% more answered a day. We will also be posting some of the Snap chats sent into the Snapchat account with the geo tag on it onto the Facebook page. The twitter account will re-tweet photos that customers posted of them sitting down for family meals with the hashtag #PublixTable. Some of the snapchats sent in will also be tweeted.
- Currently Publix doesn’t have a Youtube account, we would first like to create one. Videos made and reviewed by customers will be posted, they will be of families enjoying dinners and having “family moments”. Also we would repost any televised commercials with The “Publix Table” theme. The Instagram account will also mostly be focused on customer sent in pictures that also focus on the theme and have the hashtag #PublixTable in the description. Anything posted on the Instagram account will be reposted to the Facebook account. The Pinterest account won’t change all that much, the only thing difference is that we will try to make it mostly geared towards the family theme as well. Anything re-pinned will be from consumers that have created meals and have used #PublixTable in the description of the meal or recipe.
- The website be will redesigned to look like more of a family based websites, including more photos and videos of families sitting down for dinner. We will increase the location services to help you better locate the Publix store nearest you, as that feature now isn’t all that accurate. We will also be adding more keyword to Google that will help better identify the store on Google, these will also be family themed. The front page of the site will include a calendar of events that will be going on in the store this will include Publix coming in to local schools to do a Publix style lunch for a day, Publix catering local homes ‘”family dinners”, special discounted loyalty program sign-ups going on in-store, and companies coming into the Publix stores to provide food tastings. We will also be adding a blog to the site where customers can talk about anything going on near or in their local Publix.
- The app is already very proficient and accessible on mobile applications. We want to make it more accessible for kids and have features for them to enjoy. These will include a few simple games and fun facts about nutrition and the importance of family dinners. The font will also be made bigger so it is easier to touch the buttons on the screen.
- We will be posting our advertisements on several family-oriented websites including, CottageLife.com, Food.com, and Freeform.com. We will also have promoted Tweets, Facebook Advertisements, and promoted Instagram posts; these will be measured based on cost per click. All of the advertisements will direct the customer to the main Publix homepage on the website.
- Our inbound marketing strategies will include the blog that will be found on the website for all customers to write posts on products, comment on store events, or simply post about what they are making for dinner that night. There will also be a similar blog on Facebook, this one will be monitored and have a high company response rate to any questions or comments made. We will also be asking customers to join or Email mailing list, which is available for sign-up on the website. These emails will include any coupons in-store for that week, including exclusive coupons only for customers on the email list. As stated earlier all the online content will try and portray the family theme and the the importance of the family dinner. All the advertisements will take customers to the main homepage landing page that is interactive. Finally surveys will regularly be posted on social media accounts along with the website. These will ask anything from what products do they prefer in the store to which events they would most likely like to attend.
- Our expected overall goals will be to increase nationwide Publix sales by up to 20% and increase the download of the app up to 45%. We will measure our success of the newly implemented marketing material based on the number of likes, shares, and downloads we receive from all social media accounts. For advertisements both webpage and social media based, we will measure based on cost per click and cost per impression. We will be measuring our website success based on the number of times customers visit the site. We will know if we are successful based on if our sales go up, we have more customer interaction on the website via blog posts and loyalty program sign ups.
- Our budget is set at $200,000. This will include the amount we set per week on cost-per click for webpage advertisements and cost per impression for social media ads. We will also be paying for promoted Instagram and Twitter posts and Facebook advertisements that will be based on cost per click. We want most of our promoted Tweets and Instagrams to be during the winter months when more people are more likely to be indoor on their phones. Social media posts will be all year long, because all though viewer ship is higher I the winter, social media is something that is popular all year long. We will be implementing the “Publix Table” website theme for at least a year. We will be advertising on other websites in the winter months, again when more people are more likely to be indoor on their computers. Search engine marketing will be all year long.
- Publix has the reputation of being just a simple grocery store in the southern states, we want to take this to the next level. We want Publix to be viewed as a family friendly grocery store that promotes important values, and cares about its customers. We are starting this reputation by implementing the importance of the family dinner table, by starting the campaign Publix Table. We want Publix to be associated with the idea of the family table, in that they are a apart of making the meal possible. Through new online marketing and website re-design in-store and out-of-store events, and customer interaction, we believe we can begin to create this theme and start to create this new image for Publix.