BIG IDEAS FOR BIGGBY COFFEE

A digital marketing plan by Taylor Benson

“B Happy at Biggby Coffee”

BIG(GBY) MARKETING GOALS Distinguish the Biggby

Brand from other coffee house brands and expand the brand!

Appeal to the localized aspect of Biggby Coffee.

Drive already loyal customers to the “Bhappylounge” so they can register their frequency cards, get coupons, etc.

“B-ing Glocal”

BIG(GBY) PITCH Coffee makes people happy. Biggby Coffee serves coffee.

Therefore, through the transitive property:

Biggby Coffee makes people happy, and we want to share that with the world.

We will achieve this by spending more attention (and funds) on:

• Google Ads• A social media and mobile strategy•The development of a “B Happy” Biggby app.

Target audience:

•18-24 year old students

•25 to 44 year old worker

•Anyone with a connection to the East Lansing/Lansing area 

“B-ing Happy”

BIG(GBY) SOCIAL STRATEGY

TWITTER•Create and promote #Bawesome.

•Have followers submit photos and fun accounts of them “b-ing awesome” with their Biggby Coffee.

•Continue to have @BiggbyBob interact with customers on Twitter.

FACEBOOK•Create a Facebook Ad Campaign using selected keywords.

•Promote general engagement by:• Offering a weekly trivia

question with incentives.

• Answering all questions and concerns using a positive voice.

• Posting pictures of happy staff and customers!

VS

“B-ing Competitive”

BIG(GBY) PINTEREST STRATEGY

We want to increase Pinterest traffic and

engagement by: Expanding an already

awesome user-interactive board, with some re-vamping. “Show us how you B!”

Holding more Pinterest contests, specifically one encouraging users to follow the Biggby Coffee Pinterest page. There will be incentives! This strategy can be

repeated annually with new boards.

“B-ing Creative”

Check out Biggby’s already awesome Pinterest here.

BIG(GBY) MOBILE STRATEGY

Instagram: Create a corporate

Instagram account. This one’s for the staff.

Featuring photos of Biggby staff at work, drinking coffee, generally “Bing happy” and “B-ing awesome.”

“B-ing Mobile”

Foursquare: Create a reward program for

frequent check-ins. Check-in three times and

you will get a “BOGO/$1 off” coupon.

Signs advertising this will be posted at each Biggby Coffee participating.

THE BIG(GBY) APP IDEA Create a .99cent

Biggby Coffee app, B Happy. Users login to the

“bhappylounge” to keep track of their beverage points and coupons.

Locate the nearest Biggby Coffee to their current position.

Place coffee orders online for pick up. Payment will be taken via a chosen credit card number through the app.

“B-ing Innovative”

ACHIEVING BIG(GBY) SEO

75 dollars/day on two targeted Google Ads. Cost per click: $2.00

Encourage people to join Biggby E-wards and buy app. Link the ad to the url of a

sample coupon. Mention that they can

register, store discounts, and keep track of points by using the “B Happy” app.

Encourage more people to buy Biggby Coffee, instead of competition.

Keywords:“Coffee places in

Lansing”“Best coffee”

“Cheap coffee”“Biggby coffee

coupon”“Cool down at Biggby Coffee”“B-ing smart”

BIG(GBY) BUDGET

A separate $15,000 (total) will be set aside for primary database app development. All unused funds will be put as

excess into the digital marketing budget.

10,000 dollars/30 days

43% for ads, management, and re-design.

37% for Google Ads and Search

Engine Marketing.

20% for Twitter, Foursquare, Instagram &

Pinterest.

“B-ing Financially Savvy”

BIG(GBY) RESOURCES

http://www.bhappylounge.com http://www.biggby.com/ http://www.bluecloudsolutions.com/blog/cost-

develop-app/

http://www.manufacturing.net/articles/2012/07/the-real-cost-of-developing-an-app

Google Adwords Keyword tool https://www.facebook.com/

BiggbyCoffee.Bhappy https://twitter.com/biggbybob