Rick's American Cafe: Digital Strategy A Social (Media) Experience

1. Rick’s American Café:
Digital Strategy
A SOCIAL (MEDIA) EXPERIENCE
Reagan Villet ADV420

2. Brand Overview
 Brand goal: get the target audience to buy
drinks and be social
 Unique selling point: longstanding history
in the communities
 Target market: college students 21-26

3. The Big Idea
 Social Media “Campaign”
 Social platforms are brands biggest form of visibility and
awareness
 “Rick’s: the best authentic college bar in town”
 #STR

4. Social Media
 Main platforms: Facebook, Twitter, Instagram
 Two accounts: each platform needs a separate,
active account for Rick’s EL and Rick’s AA
 What they need: all accounts need more
frequent, engaging posts to see more visibility
and traffic
 Humor
 The big idea

5. Website
 Design: new, more professional looking site
 WIX or similar website design site
 SEO: capitalize on “East Lansing bar” and
“Ann Arbor bar”

6. Online Advertising
 Display Advertising: local news sites
such as The Black Sheep UM/MSU or
campus newspaper websites
 Social Media Marketing:
 Target: people attending MSU/UM
and people from the EL/AA areas
 Content: specials, events, humorous
posts, visuals

7. Inbound Marketing
 Content Marketing: videos and blog
posts
 Email Marketing: monthly newsletters
for subscribers

8. Mobile
 Responsive Design: graphics are
too big and text does not fit the screen
 Website design subscription
(WIX) will help fix this problem

9. Budget
 Website Design: $17/month
 SEO: $500-$1000/month
 Display Advertising; $600/month
 Social Media Marketing: $1000/month
 Total: +/-$2,500 per month

10. Summary
 Update website
 Engage social medias
 Advertise on local mediums
 Social media advertising
 Responsive mobile design
 $2,500 budget