1. Ashleigh Cue, Shain Thomas, Ulrich Moutassie, & Sumbel Zeb
Social Media Plan for The Abbey Inn
2. Established in 2009, The Abbey Inn Restaurant and Pub is located on the
Square in Downtown Denton, Texas. The restaurant offers traditional British
cuisine along with contemporary American cuisine.
The establishment also offers a full bar, import and domestic lagers, ales,
stouts, and wines. The restaurant also offers live music at their sister
establishment The Abbey Underground.
Growing competition from surrounding restaurants and bars has resulted in a
decrease in The Abbey Inn’s traffic, especially during weekdays.
The Abbey Inn needs to increase its daytime patronship with local residents,
along with spreading its brand awareness outside of Denton through the use
of social media.
Introduction
4. Strengths
Excellent Brunch and Happy Hour.
On the Square location with a lot of foot traffic.
Diverse menu, including British and American cuisine, and an extensive bar with foreign imports.
Weaknesses
Restaurant site and blog are not active on social media.
Twitter account is not linked to website.
Limited parking.
Website is not mobile friendly.
Opportunities
Utilize the social media following they currently have on their events for their restaurant.
It has a unique atmosphere.
More diverse menu than LSA.
Threats
Competition from LSA, Harvest House, and other restaurants located on the square.
Nearby restaurants have an active social media presence.
6. Goal: Increase The Abbey Inn’s daytime
patrons in Denton and expand awareness of
the restaurant outside the Denton area.
● Objective 1: Increase engagement rate to 5 percent on each
social media platform by August 2016.
● Objective 2: Increase daytime restaurant traffic by 10 percent by
August 2016
● Objective 3: Increase website traffic by 10 percent by August
2016.
7. Objective 1: Increase engagement rate to 5 percent on each
social media platform by August 2016.
o Strategy 1: Use Facebook to inform and interact with customers.
o Strategy 2: Use Twitter to inform and interact with customers.
o Strategy 3: Use website blog to inform and interact with customers
8. Objective 2: Increase daytime restaurant traffic by 10
percent by 31 August 2016
● Strategy 1: Promote the restaurant locally.
9. Objective 3: Increase website traffic by 10 percent by 31 August
2016.
● Strategy 1: Increasing SEO on the website.
● Strategy 2: Create a Pinterest account that links to the website.
● Strategy 3: Increase awareness of website and social media accounts.
11. Evaluation Measures
● Objective 1: We will be using analytical tools provided on the different social media
platforms to analyze the engagement rate. If the engagement rate reaches 5% on the
platforms we know we were successful.
● Objective 2: Before implementing the plan we would analyze the number of people
who come in during day-time hours, 10am-6pm. After the plan is implemented we
compare the the numbers to the numbers gathered prior.
● Objective 3: Using Google analytics to compare the new web traffic with the traffic the
website had taken prior to plan implementation.
● Awareness outside Denton: Using the social media analytics we will also measure
where our engagement is coming from. Using previous analytic data we will compare
how many people we are reaching outside of Denton.
