Date post: | 16-Feb-2017 |
Category: |
Design |
Upload: | timothy-braswell |
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PAIN POINTS
30K 40K Key issues that causes strain on the produc1vity of specific business func1ons. If pain points are not resolved they can impede and stagnate future growth.
PAIN POINTS
IDENTIFYING PAIN POINTS
30K 40K
u Lack Star Partner central website
u Lack differentiation between non Star Partner
KFC stores
u No Social Media presence
u Lack a reinforcement strategy for catering
campaigns
PAIN POINT EFFECTS
40K 1. Online audience unaware of Star Partner catering
campaigns
2. Lose opportunity to generate new leads and increase Star Partner KFC catering sales
3. Compe1tors marke1ng of catering services con1nue to dominate through Social Media
NO-‐SOCIAL MEDIA PRESENCE
TOTAL SOCIAL MEDIA AUDIENCE
40K
70K
AUDIENCE TOTAL
70,000 AUDIENCE TOTAL
13,000 AUDIENCE TOTAL
3,000
100K 20K 10K
COMPETITOR BENEFITS OF SOCIAL MEDIA
30K
• Consistently maintain audience awareness of marke1ng campaigns through social media
• Social Media presence reinforces campaign and drives audience traffic to website
• Expand marke1ng reach through the use of mul1ple social media plaJorms
• Interac1ve content that encourages sa1sfied customers to share and provide tes1monials about service
SOCIAL MEDIA PRINCIPLES
• Try our new Hike Bites • Let KFC Cater your next Tailgate Party • Get 50 Boneless wings for only $60.00 • Try our new KFC Dessert • Ditch the grill and order KFC Grill Chicken
NON-‐ENGAGING
SOCIAL MEDIA PRINCIPLES
Causes audience to pay attention and become interested in marketing message for catering campaigns
ENGAGING CONTENT
SOCIAL MEDIA PRINCIPLES
Shareable content gives you the opportunity to create trends through social media. Shareable content also allows your audience to become a trusted voice of your catering marketing messages within their social community
SHAREABLE CONTENT
SHAREABLE CONTENT EXAMPLE
VIDEO • Client Testimonial • B2B Testimonial • Service commercial PHOTOS • Catering Prep • Plating • Reception • Client • Catering Flyer
PAIN POINT EFFECTS
40K
1. Lose online catering sales to non-‐ Star Partner KFC Franchises that have online presence
2. No central web loca1on to reinforce catering campaigns and drive social media traffic
3. Lack online resource for customer to search, review and place order for catering services
NO ONLINE WEB PRESENCE
COMPETITOR WEBSITE ANALYSIS
40K
1. 1 Central website that markets and promotes services
2. Social media plaJorm integra1on
3. Digi1zed Menu
4. Store Locator 5. Catering Es1mator
6. Web Commercials
COMPETITOR WEBSITE FEATURES
STRATEGIC DEVELOPMENT
STRATEGIC DEVELOPMENT Collaborate with Catering Manager to assist with crea1ve ideas for catering campaigns. Develop social media strategies to promote and market catering campaign.
CONTENT CREATION
CONTENT CREATION Determine and create the most effec1ve form of content needed for Social Media campaign u Web banners u Digital flyers u Custom profiles u Web commercials
SOCIAL MEDIA DISTRIBUTION
Create social media messages that engage, interact and causes audience to share. Develop social media marke1ng schedule. Distribute marke1ng messages through social media plaJorms.
DISTRIBUTION
BENEFITS OF SOCIAL MEDIA PLATFORMS
40K
• Great tool for prospecKng and generaKng leads for new catering clients / industries • IdenKfy and track trends to beVer tailor catering campaign • Generate brand visibility and catering service awareness
• Share info, pictures, and video of catering services with audience to build catering awareness and brand trust
• Provide customer support to catering clients • Directly interact with customers • Convert users into catering clients • Easy to connect and engage with customers • Easy to integrate other Social Media plaZorms that promote
services • Visually promote catering services and campaigns • Create a Youtube community within catering industry • Visual tesKmonials from saKsfied catering clients
CONTENT DISTRIBUTION
CORPORATE WEBSITE
WEDDING PLANNING BLOGS
WEB COMMERCIAL
CLIENT TESTIMONIAL
B2B TESTIMONIAL
RECEPTION HALL EMAIL LIST
WEDDING PLANNER EMAIL LIST
PHOTOS AND FLYERS
CORPORATE WEBSITE
SOCIAL MEDIA INTEGRATION
Integrate catering campaigns into targeted social media communi1es, groups and websites. Iden1fy social media trends that can be used to reinforce catering campaigns.
INTEGRATION
INTEGRATION EXAMPLES
SPORTS FORUMS
FANTASY FOOTBALL BLOGS
TEAM ORIENTED SOCIAL MEDIA GROUPS
COLLEGE FAN WEBSITES
SPORTS NEWS BLOGS
TAILGATING GEAR WEBSITE
LEAD RESEARCH
LEAD RESEARCH Iden1fy poten1al clients / industries through social media. Provide catering manager with gathered intelligence to develop and enhance marke1ng strategies.
SOCIAL MEDIA MANAGEMENT
Track the response and sharing of marke1ng messages to ensure campaign effec1veness. Provide monthly social media analy1cs to Catering Manager reflec1ng the effec1veness of social media campaign
MANAGEMENT
Return On Investment Measures
Sales increase- Identify audience that receive the social
marketing initiative vs. those who do not
Conversions- track the conversion increase of catering services
that are generated through social media
Audience Engagement- measure audience engagement on
social media platforms and the increase of new audiences
Pre Campaign / Post Campaign- measure the overall impact of
the social media campaign
30K 40K
u Create and manage social media platforms
u Reinforce catering campaigns through social media
u Maintain niche oriented catering campaigns in order to differentiate from non-Star Partner stores and
competitors u Develop a Star Partner central website that
promotes and market catering services
PAIN POINTS RELIEF