Mother’s Day Social & Digital Campaign 2016 April 24, 2016

Table of Contents

Campaign Goals

Media Tactics

Budget Breakdown

Appendices

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Campaign Goals

Overall Campaign Goals:

● To successfully obtain a Facebook page “like” number of 2500. ● To launch a successful paid Facebook ad campaign to drive leads to the website. ● Increase visitors to the “Mother’s Day Brunch” page on the BeHenry.com website.

Media Tactics Facebook Ad Campaigns

1. Mother’s Day Push for 2500 “Likes”, April 5 - April 19 a. Number of likes obtained: 228 b. End of campaign like total: 2600 c. Reach: 8,695 d. Cost per like: $1.09

This first part of the campaign was initially planned on needing the entire of month of April to obtain, however it was done in just two weeks exactly. We used $248 of our $590 budget to achieve this goal.

2. Mother’s Day Website Lead Push, April 19 - May 7* a. Number of leads: 787 b. Web lead total: 187 (number of covers)

i. This number was taken by counting the number of covers per web reservation made via OpenTable.

ii. Web lead adult total: 179 iii. Web lead child total: 8

c. Reach: 29, 109 i. Digital reach via FB.

d. Current cost per lead: $0.30 e. Total Mother’s Day covers: 236 f. Amount spent: $221.00 g. Conversion rate of OpenTable leads: 23%

The current dollar spent to dollar earned ratio is 1/192. For this campaign, we’ve spent $1 for every $192 made for Mother’s Day Brunch.

● $189 for every $1 spent for adults ● $2 for every $1 spent for children

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Formula: (b)(average reservation number)(59.99) = revenue or R (adults)

R/f = 1/x

Budget Breakdown

Campaign Given Spent

Facebook 2500 Push $590 $248

BeHenry.com Site Push $342 $221

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Appendices

Mother’s Day Facebook Event Image/Twitter Image

Mother’s Day TRIA Tablet Menu Image

Twitter/Facebook “Like Us” Image

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Twitter Post Graphic

Instagram and Facebook Post Graphics

“Happy Mother’s Day” Facebook Post

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Instagram Post

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