WIXLIB

ǁ Syreni Design ǁ Charlotte, North Carolina ǁMUGS COFFEESOCIAL MEDIAMARKETING PLANǁ (704) 555-5555 ǁ syrenidesign@gmail.com ǁ

OverviewOur objective is to create and provide your business with a complete social media marketingplan that will span over the course of one month. Our plan will focus on substantially growingyour business while also building a relationship between you and your customers. We aim toexpand your business to multiple top social media platforms in order to gain reach and foottraffic in your store. We will also create a plan to measure growth rates and campaign successafter implementation of the marketing plan.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

About Mugs CoffeeMugs Coffee is small locally-owned coffee shop located off of Park Road in Charlotte, North Carolina. This coffeeshop boasts a great location, relaxing atmosphere, and of course delectable coffee. The business is veryinvolved with their community collaborating with local artists and hobbyists to hold events at their location. Theshop is open from 6am to 9pm Monday through Friday, 7am to 9pm on Saturdays, and 8am to 7pm on Sundays.Mugs Coffee currently has a website where you can view the store hours, location, menu, and event calendar.They also have two social media accounts – a twitter account that has been inactive since May of 2015 and aFacebook account that was inactive since June of 2015 until a recent upload of their event calendar.Mugs Coffee may not have strong social media presence, but their customers are screaming for one. With nearly100 customer reviews Mugs Coffee’s Yelp page displays an incredible 4.5-star rating, great customer feedback,and over 30 customer images uploaded. Their Facebook page also shows their community’s support with over1400 check-ins and 795 likes resulting in a 4.7-star rating from over 80 customers.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

WeaknessesSWOT AnalysisStrengths locally owned and one of a kindskepticism from customers due to unfamiliarity weak social media presencelittle to no reach into the community locally ownedattracts supportive community members one of a kindnot a chain location, unique products and unique service great locationlocated near South Park mall and other shops community engagementattracts various groups of community members Magnolia Coffee supplierproceeds help support education, healthcare, andenvironmental sustainabilityOpportunities blank slate to build a brand, presence, and relationshipopportunity to build a foundation and establish it loyalty programopportunity to create a frequent customer program partnering with other local small businessesopportunity to expand by collaborating with other locals product varietycurrently offering milkshakes and ice creamThreats risk of coffee and dairy product cost inflationunpredictable market where costs may inflateSOCIAL MEDIA MARKETING PLAN big-name coffee shop competitors in neighboring areasStarbucks and Dunkin Donuts as competitionMUGS COFFEE

ObjectiveTo create an advertising strategy utilizing various social media channels in order to build andestablish a brand, grow a social media presence, gain new customers and generate returningcustomers while also molding a relationship with them as we integrate the business into thecommunitySOCIAL MEDIA MARKETING PLANMUGS COFFEE

CampaignSip, savor, and sit back at Mugs Coffee!We will build a campaign around the slogan “sip, savor, and sit back.” We have envisioned this slogan to portraythe relaxed and joyful vibe of the coffee shop. We believe that the phrase will be memorable and catchyenough to keep the customers coming in. We plan to incorporate various bright colors and positive messages inour campaign in order to match the feel and vibe of your business. We plan to kick off the campaign with apromotional video followed by heavy social media engagement. We will work closely with you to activelyengage the community in our campaign and to enhance your locally-owned and operated status. We willimplement our campaign by creating and reaching a number of goals per social media channel. We will alsocreate an all-inclusive schedule indicating content post dates and times. We will then track the reach andsuccess of the campaign through another set of goals which will allow us to understand the importance of yourbusiness’s presence in each different media channel.The campaign tone will be social, outgoing, and amicable while also portraying a relaxed ambiance.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

Audience AnalysisIn order to advertise to an audience, we must fully understand who we are advertising to. For thisreason, we will evaluate demographics and psychographics. Demographics include variablessuch as age, gender, income, marital status and geographic location. Psychographics includevariables such as behaviors, opinions, lifestyles, preferences, and values. Essentially,demographics explain who the audience is and psychographics explain the reasons behind theirchoices.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

Audience Analysis(continued)Psychographics DemographicsValuesbalance, community, contribution, pleasure, happiness,curiosityLifestylesbusy and on the go, relaxed,Leisure Activitiesreading, shopping, painting, writing, cycling, gardeningSocial Activitiesvolunteering, movies, gatherings, partiesOtherloves coffee, milkshakes, sweet drinks, likes rainy days,enjoys warms beverages, likes to share, enjoys relaxingSOCIAL MEDIA MARKETING PLANAge - 16 and overGender - males and femalesEthnicity - all ethnicitiesIncome - 25k and upEducation - high school and higher education levelsOccupation - any occupation including work-at-homeMobility - car ownerGeographic Location - Charlotte & surrounding areasMarital Status - anyMUGS COFFEE

Using the Social Media Rule of Thirds, we will focus on generatingone-third of all content for each of the following purposes:1 to promote the business, call the audience to action, andgenerate profit2 to share ideas, positive messages, and establish the brand3 to build a relationship with the audience and the communitySTRATEGY9

StrategyWe will use the website to inform: sharing importantinformation about the business, blog posts, andlinking customers to social media channelsWebsite SummaryMeasurable GoalsPlan Update and enhance website to reflect brandidentity Create a blog that will be featured on the website-3 posts a month, each fulfilling 1 of the 3 purposes-each post will be shared on other channels Include links to all social media channels-include streams to view recent posts Encourage customers to sign up for loyalty program-email captureSOCIAL MEDIA MARKETING PLAN an average of 20 views per day growth of 2 people average each weekex. week one 20 average;week two 22 averageEvaluationWe will be using Wix site creator in order to rebuild andrevamp the website. Wix has its own analytics toolswhich will assist us in measuring how many page viewswe have per day, where those views came from, andmore.MUGS COFFEE

Website(continued)Update and enhance website to reflect brand identityNew and redesigned websiteconceptBright colorsBold fontsRelaxed and amicable vibeSOCIAL MEDIA MARKETING PLANMUGS COFFEE

Website(continued)Create a blog that will be featured on the websiteHere is an example of a blog post forthe website. This would be one of threeblog posts for each month. This postspecifically focuses on purpose #1which was “to promote the business,call the audience to action, andgenerate profit.”The blog post is about your coffeeroaster, Magnolia Coffee. The blogcontinues on the next slide.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

Website(continued)Create a blog that will be featured on the website (continued)SOCIAL MEDIA MARKETING PLANMUGS COFFEE

Website(continued)Include links to all social media channelsEncourage customers to sign up for loyalty programLoyalty program sign-up pops up eachtime the website loadsAll social media links shown on eachpageLoyalty program sign-up at the bottomof the website (shown on each page)SOCIAL MEDIA MARKETING PLANMUGS COFFEE

StrategyWe will use YouTube to promote the business bybuilding brand identity and establishing the businessas an active part of the communityYouTube SummaryMeasurable GoalsPlan Create a YouTube profile Create a 1-2 minute promotional video-video will be shared across all platforms-video will launch campaign, highlight brandidentity, and community involvement Create a video to accompany blog post thatfocuses on relationship-building with customers andcommunitySOCIAL MEDIA MARKETING PLAN at least 100 views on promotional video within thefirst week of posting and 200 by the end of one month at least 50 views per video on other videos within thefirst week of posting and 150 by the end of one monthEvaluationYouTube has its own analytics which we can use tomeasure how many views each video has and where it isbeing viewed from. We can also use URL shorteners topost the videos on other channels which will tell us howmany clicks originated from each place.MUGS COFFEE

YouTube(continued)Create a YouTube profileNew YouTube ChannelSOCIAL MEDIA MARKETING PLANMUGS COFFEE

YouTube(continued)Create a 1-2 minute promotional videoVideo will be shared across allplatforms and will launch thecampaign.The video highlights brand identity andcommunity involvement while alsoencouraging the audience to payMugs Coffee a visitVideo Link:https://youtu.be/v1HFr1pSLocSOCIAL MEDIA MARKETING PLANMUGS COFFEE

YouTube(continued)Create a video to accompany blog post that focuses on relationship-building with customers and communityThis video would be created for the third blog post of the month which would focus on thestrategic purpose #3, “to build a relationship with the audience and the community.”This video would focus on the community partnerships that Mugs Coffee has with other local andCharlotte-based businesses. The video would accompany the blog post which would be originallylocated on the Mugs Coffee official website.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

StrategyWe will use LinkedIn to promote the business, shareideas and positive messages, and to build arelationship with customers and other local smallbusinessesPlan Create a LinkedIn profile Create 2 posts per month to share in groups-one will be to share ideas and positive messagesand the other will be to build a relationship withcustomers and other businessesLinkedIn SummaryMeasurable Goals 100 reads on each post within the firstweek 10 reads each following weekEvaluationLinkedIn allows us to view how many people have readour posts and they also send notification updating thenumbers.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create a LinkedIn profileSOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create 2 posts per month to share in groupsHere is the first LinkedIn post. This post isfocused on sharing ideas and positivemessages. The second post of themonth would focus on buildingrelationships with customers and otherbusinesses.Post is continued in next slides.SOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create 2 posts per month to share in groups (continued)SOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create 2 posts per month to share in groups (continued)SOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create 2 posts per month to share in groups (continued)SOCIAL MEDIA MARKETING PLANMUGS COFFEE

LinkedIn(continued)Create 2 posts per month to share in groups (continued)This LinkedIn post would use the tags #coffee, #coffeelovers, #drinks,#beverages, #charlotte, #localbusiness, and #smallbusiness.It would be featured in groups such as the following:SOCIAL MEDIA MARKETING PLANMUGS COFFEE