WIXLIB

1Social Media Campaign“It’s not a secret anymore”

2Executive SummaryIn this document, our team has constructed a one-month social media campaignrevolving around the client (Chipotle)’s request to promote and increase sales for a newproduct that has recently been added to their menu. In the fast food and restaurantindustry, there is something called a “secret menu.” It is talked about online in forumsand whispered about in lines at various food locations, but very rarely has a restaurantever actually added an item from the secret menu onto their actual in store menu. That isall changing with this campaign.The “quesarito”—formerly only known for being on Chipotle’s secret menu—is a regularfull size Chipotle burrito wrapped in a quesadilla. This campaign is out to unleash thesecret once and for all, bring anticipation and excitement to the Chipotle brand (and thenew product), and generate more in store sales.In order to construct this campaign, our team has studied the Chipotle brand extensively.We have evaluated why Chipotle is already successful in its marketing initiatives in orderto replicate and add to that success during this campaign. Chipotle excels because itutilizes nontraditional marketing tactics that appeal to a younger audience, one thatvalues the integrity of the brand. The brand is successful on a national level, ranking 15thin the fast food industry and remains a constant popular choice among the millennialpopulation. (Consumers aged 18-34) To further assess the brand’s current impact onthis demographic, we created five distinct hypothetical personas in this millennialpopulation. These personas were based on the way each of these five sectors interactsin the digital world. We ran an audit on each persona and evaluated how successful ajob Chipotle currently is doing marketing each separate persona.This campaign has the overall goal of increasing sales on a new product, recentlydeveloped by the Chipotle brand. We have the strategy in place of promoting thequesarito in order to develop interest in the brand and generate new sales. Thiscampaign will reach that goal by utilizing three separate social platforms to post contentthrough the duration of the campaign. Facebook, Twitter and YouTube were all selectedand will serve different purposes to reach the largest number of the targeted marketaudience. In addition, a calendar schedule and budget are attached to this document toensure you are aware of all of the finer details surrounding the campaign.

3FoundationI. Brand OverviewChipotle is without a doubt a unique type of fast food restaurant. In fact, that istheir exact motivation when it comes to every marketing and social campaign thebrand has planned in the past. In fact, the brand prides itself in its use of socialmedia to “cultivate a better world.”1 For a restaurant chain with more than 1,200stores and upwards of 1.7 million social media fans, Chipotle has a remarkablysimple goal: to change the way people think about their food. Chipotle directs itssocial media strategy to millenials, as the generation progressively begins to caremore and more about where their food comes from. The brand prides itself inusing only the freshest and most natural ingredients and displays this on everysocial platform on which they are active.Even more so, Chipotle approaches its social strategy in several unique ways:§ Personalizing the brand – The brand focuses on having one-on-oneconversation with followers on their most prominent social channels. In a2011 Nation's Restaurant News study, it was found that Chipotleresponds to 83% of Facebook posts — more than any other quick-servicerestaurant. Likewise, about 90% of the company's activity on Twitter isresponding to customers through @-mentions.2 This dedication to oneon-one conversation and relating with the audience at a personal level willbe carried out through the duration of the campaign.§ Nontraditional content – The brand chooses to develop lively, engagingcontent through use of nontraditional content like video and animation.Each piece of content pertains to Chipotle's core philosophy of gettingpeople to think about where their food comes from.3 Chipotle may bemost popular in terms of followers on Facebook and Twitter, but itspresence on YouTube and its creation of multimedia content is part ofwhat causes the brand to stand out. The brand does not simply tweet atits followers to stop in and eat a burrito—it engages its customers tobecome further involved in the brand and feel a connection to the brand’svalues.§ Community driven initiatives – Chipotle’s social channels do not simplyadvertise the product and talk about the brand. The brand makes aconstant effort to engage a community of consumers and engage theiraudience in a meaningful way. The company creates tangible online andoffline promotions that reinforce its commitment to supporting family1The information about Chipotle’s initiative to use social media to “cultivate a better world” can be found inan article published by Mashable titled “How Chipotle Uses Social Media to Cultivate a Better World.”2This information can be found in an article published by Nation Restaurant News entitled “Speed MattersWhen It Comes to Facebook.”3I gathered information about Chipotle’s nontraditional marketing strategies in an article published byMashable titled “How Chipotle Uses Social Media to Cultivate a Better World.”

4farmers and educating people about food.4 They do not only ask peopleto buy their burritos, they want people to become engaged with the brand.Chipotle’s nontraditional marketing strategy is working. Despite the fact that anaverage meal at Chipotle is 9—nearly three times the cost of an average mealat McDonalds or Taco Bell5—the chain still manages to succeed in the top 15fast food chains on a national level. The chart below shows QSR’s top 50 brandsin the fast food industry as of August 2014. Chipotle hits the chart at number 15,despite the fact that the chain is arguably in a league of its own when it comes totraditional fast food.(This chart was copied from QSR. The original can be found in this article here.)II. AuditOur team has conducted a general audit for all of Chipotle’s current socialchannels. We evaluated the company’s social media activity based on varioussets of criteria. The audit gave a general idea about which social channels aremost popular for the brand, which is used most frequently, and whichchannels provide the most reach. The chart below shows some of the main4“How Chipotle Uses Social Media to Cultivate a Better World.” (Mashable)5Average meal costs for Chipotle (and then compared to other chains) can be found in this article publishedby the Wall Street Journal – “Chipotle Bean Counters Eye Prices.” (2013)

5findings of this audit. We made a list of each social channel used by the brand,how many followers the account has generated and the last time the accountwas used. (For reference, our team generated the audit on Dec. 7)These general findings indicated that Facebook and Twitter are by far Chipotle’smost popular accounts that have generated the most followers. We also foundthat Chipotle is generally very active on every account they post content from.In the second part of this general audit, our team evaluated a list of criteria tobetter get a sense of Chipotle’s current social media activity.6§ Do you have a presence on social media channels relevant to yourorganization?Chipotle currently takes advantage of a wide variety of social channels and aregenerally very active on all of them. The only true exception we found for thiswas the brand’s activity on LinkedIn, which seemed sparse, but LinkedIn wouldprobably least benefit their consumer base. The brand is extremely active onFacebook, Twitter, Google and YouTube, which are relevant to the organizationbecause their targeted audience—young adults and teenagers—use thesechannels most frequently.§ How well are your social media channels set up? Are profiles,descriptions, tags, links, etc. optimized?Each social media channel is set up similarly. All avatar photos match—on eachchannel the photo is the company’s logo. All of the profile names are cohesive.With the exception of their Twitter account, the profile name is consistently“Chipotle Mexican Grill.” Where it is available, a profile description simply definesthe company. Social channels generally optimize links where appropriate and tagtheir photos on Facebook when necessary.§ How strong are your content assets? What formats are you using?Text? Video? Photos? Audio? Applications?Chipotle’s current social channels take advantage of many different types ofcontent across all platforms. On the brand’s Facebook, Twitter, Tumblr andGoogle accounts, a combination of video, text, photo, and linked content isutilized.§ Are your social channels designed with a conversion funnel inmind?6This list of criteria was taken from a site called Social Media Explorer, in an article entitled “6 Componentsof a Successful Digital Media Marketing Audit.” I tweaked the questions to fit the need of this campaign.

6Each social channel is designed with conversation in mind. The vast majority ofFacebook activity and tweets on Chipotle’s social channels are responses tocustomers and fans of the brand. The company currently hires a small socialteam responsible for responding personally to people on social media.§ Do you have clear calls to action on your web pages, Facebookpages, blog, etc.?A great deal of the content on Chipotle’s current social channels does not haveclear calls to action. That is because more often than not Chipotle sharesinformation and content that does not directly pertain to their product orrestaurant. It is very rare for Chipotle to post content directly asking followers tostop in and buy a burrito.§ Are you cross-linking from one social media channel to another?Are you linking back to your website from social media channels?Chipotle currently cross-links much of its content between multiple socialchannels. For example, event updates and video releases are usually sharedamongst all of their prominent social channels to ensure the content is seen byas many people as possible.III. TeamFor this campaign, we have assembled a team equipped to fit all aspectsof this project. Because the campaign will take place on several differentplatforms and encompass a wide range of content, the team will consistof a variety of players. Here is a list of all of the team members involvedalong with their profiles and a bulleted list of their responsibilities on thisspecific campaign.Jamie Watkins – Senior Account ExecutiveJamie will be responsible for overseeing this project.§ § § § Responsibilities:Serve as the bridge between the agency and clientduring the campaignAll communication will go through her firstShe will be in the know and oversee all aspects ofthe campaignAll final decisions will go through herRay Campbell – Creative DirectorRay will oversee all creative projects.§ § § Responsibilities:Present all creative ideas to the teamOversee all creative projects including photography,imagery, and videoAll final creative work will be approved by him