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Virtual Campaign

Alex Holmes, Jordan Mathews, Joe Green

Research and Listening

  35-44 year old target audience

  73% spectators 54% joiners

  Varying search volume shows opportunity for year round success

  Positive reputation

  Adapted to groundswell

Objectives and Goals

  Use talking objective and groundswell to spread messages

  Extend current marketing initiative to more interactive channels

  Energize enthusiastic and loyal customers

  Listen to groundswell

  Extend our reach further

Goals

  Improve communication

  Increase engagement

  35-44 target audience

  Goal is to increase awareness and reach of Flippin Good Cookies

Goals

  Use social media platforms

  Energizing posts = further reach

  Hosting a celebrity autograph signing

Objectives

  To acquire 300 new fans on Facebook by the end of the campaign and to engage with 200 followers through direct messages, re-tweets and replies.

  To have 100 new Twitter followers and engage followers through retweets, hash tags and replies.

  To create a YouTube video promoting the event we are hosting with Maurice Jones Drew.

  To update the blog with more energizing elements and connect with at least 50 members of the target audience to ensure feedback and suggestions.

Strategies

  Forward-focused, viral campaign including viral marketing

  Promote engagement with target audience

  Directly target audience

  Want audience to carry the messages in a fun, engaging way

  Company is more than just a catering company

Strategies

Strategies

  Social media platforms- will include consistent, relevant, info

  Help to engage our target audience

  Event will help engage & increase traffic to sites

Tactics/Technology

  Facebook-Twitter-MySpace

  Autograph signing with star running back Maurice Jones-Drew of the Jacksonville Jaguars ( Free autotographed football with any cookie purchase) at the Hilton.

  5 employees will be sent to promote the event and hand out promotional cards around the northeast area. Malls, Everbank Field, Colleges etc..

  #JONESDREWCOOKIES

  Check out our Facebook Page

Evaluation/Measurement

  Klout.com

  Connect, Score, Discover

  Score is determined through content.

  Allows us to see positive or negative feedback