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Biggby Coffee Digital Marketing Strategy - Erin Cullen

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Erin Cullen
Erin Cullen
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Erin Cullen MSU New Media Drivers Liscence, Summer 2011 How Biggby Coffee’s Localized Edge can propel its Digital Growth IGG… Go or go Home
Increase Social media mentions Differentiate Biggby’s Brand Increase brand awareness in Target ASPIRATIONAL
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TARGETED
Growing, yet still novel High Quality, Slightly higher price = Better Experience COMPETITIVE Uniquely Localized GO GREEN!
RECOGNIZABLE Identifiable , Location-specific logo on social media platforms Use “Parent/Child” Accounts on Facebook Place Pages Integrate Facebook content and branding on Twitter KALAMAZOO, MI GREEN BAY, WI KALAMAZOO, MI Columbus, OH Indianapolis, IN GREEN BAY, WI BUFFALO GROVE, IL KALAMAZOO, MI EAST LANSING, MI
The Relationship Builder Get to know your customers. The Conversation Contributer Hear and be heard. INTERACTIVE The Expert Share expertise of product category. Develop yourself as an authority in your field.
Keyword: Free Wi-fi East Lansing Free Wi-Fi at Biggby Coffee! Come in and study. free internet access and $1 off coupon! www.biggby.com Cool Off at Biggby Coffee! Beat the heat with a Biggby Crème Freeze. Click here for a $1 off coupon! Keyword: Weather Forecast Detroit SEARCHABLE
Success Measured in… Site Traffic Blog Followers YouTube Ad Participants Successful Social Media Mentions Facebook Fan Growth/Interaction
Digital Strategy – Budget Allocation FISCAL Facebook Re-Design and Page Management 18% 14% 11% 31% 26% Blog Management SEM/Google AdWords Twitter Management Impression-based ADV/YouTube Channel
Create Biggby “ Place of Mind” Interact with Consumers in a REAL way Increase Recognition as Biggby brand Grows PERSONAL

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Biggby Coffee Digital Marketing Strategy - Erin Cullen

  • 1. Erin Cullen MSU New Media Drivers Liscence, Summer 2011 How Biggby Coffee’s Localized Edge can propel its Digital Growth IGG… Go or go Home
  • 2. Increase Social media mentions Differentiate Biggby’s Brand Increase brand awareness in Target ASPIRATIONAL
  • 3.
  • 4. Growing, yet still novel High Quality, Slightly higher price = Better Experience COMPETITIVE Uniquely Localized GO GREEN!
  • 5. RECOGNIZABLE Identifiable , Location-specific logo on social media platforms Use “Parent/Child” Accounts on Facebook Place Pages Integrate Facebook content and branding on Twitter KALAMAZOO, MI GREEN BAY, WI KALAMAZOO, MI Columbus, OH Indianapolis, IN GREEN BAY, WI BUFFALO GROVE, IL KALAMAZOO, MI EAST LANSING, MI
  • 6. The Relationship Builder Get to know your customers. The Conversation Contributer Hear and be heard. INTERACTIVE The Expert Share expertise of product category. Develop yourself as an authority in your field.
  • 7. Keyword: Free Wi-fi East Lansing Free Wi-Fi at Biggby Coffee! Come in and study. free internet access and $1 off coupon! www.biggby.com Cool Off at Biggby Coffee! Beat the heat with a Biggby Crème Freeze. Click here for a $1 off coupon! Keyword: Weather Forecast Detroit SEARCHABLE
  • 8. Success Measured in… Site Traffic Blog Followers YouTube Ad Participants Successful Social Media Mentions Facebook Fan Growth/Interaction
  • 9. Digital Strategy – Budget Allocation FISCAL Facebook Re-Design and Page Management 18% 14% 11% 31% 26% Blog Management SEM/Google AdWords Twitter Management Impression-based ADV/YouTube Channel
  • 10. Create Biggby “ Place of Mind” Interact with Consumers in a REAL way Increase Recognition as Biggby brand Grows PERSONAL