Georgetown University MPS-PR/CC Hello Cupcake Digital Strategy Campaign Proposal

2. Agenda!
Where Hello Cupcake is!
What the marketplace is doing!
What the competition is doing!
Where the opportunity is !

3. Hello Cupcake
today
…!

4. Small business owner!
Small staff!
Limited time!
Focused on increasing
revenue!
Corporate sale
development!
Capitol Hill store opening!

5. Current
marketplace …!

9. The most common
reason [users follow brands] was
to be notified of special
offers (70%).
According to a small study done by econsultancy,!

10. Big payoff from digital media!
Major brands such as Starbucks, Virgin, and Levi’s have been participating
in the social web for some time now. !
• According to a recent University of Maryland study, social media
adoption by small businesses has doubled from 12% to 24% in the
last year.
A Similar Industry: Stone Korean Kitchen, a small restaurant in San
Francisco, California!
• Dan Yoo has said Groupon is what “really tipped the scales.”
The restaurant saw significant traction in both sales and traffic
to its Yelp sites and Facebook page when the restaurant signed
up for its first Groupon deal.!

11. The competition …!

14. Opportunity …!

15. OBJECTIVE:!
To leverage digital media to
build awareness,!
inspire brand loyalty!
and motivate purchase.!

16. Listen!
Engage!
Act!
Pass it on!

17. 1. LISTEN!

18. Website

22. Brand Reputation
Management

24. Monitor

25. What is the
industry saying?!
What are your
ex-employees
saying?!
What is the
competition
saying?!

26. Tracks and
compares how
brands are
performing on
Facebook and Searches for keywords on social media
Twitter.! platforms —and provides metrics around
keywords and “sentiment.”!
Monitor new blog
entry or news
Track blog conversations based story that contains
on topics or keywords.! a keyword or
phrase, it will
send you an alert
in a time frame
Subscribe to the RSS you designate:
feeds of top blogs in immediately,
your sector, daily or weekly.!
competitors’ sites, news
sites, Twitter searches
and more, all in one
place. !

27. 2. ENGAGE!

28. Brand Awareness

29. Greek heritage!
Made from scratch all-day, everyday!
Farm fresh ingredients!
Over 50 flavors ranging from the simple
to the sublime!
Offer gluten-free, vegan cupcakes!
Personalized experience i.e. not a chain!

31. The Jackie O’
aka pink lemonade
Dick Cheney aka The Heart of Darkness
President Obama aka 24 carrot
The Bo aka Chococo
The First Lady
Marion Berry aka gianduja aka prima donna

32. Key Buyers

33. “Tell me what you
buy and I can tell you
who you are…”.

35. 3. ACT!

36. Tools

37. Forrester Search!
“Email Marketing Comes of Age”!

38. • Send email about favorite
cupcake.!
• Send a personalized
birthday or anniversary
message for discount.!
• Send updates about
classes and new events. !
• Send email asking for
feedback; if they respond,
he or she receives a free
cupcake.!
• Ask your Twitter and
Facebook followers if they
want to be on your email
list.!
If your message is buzz-worthy, your customers will become brand ambassadors for you. !

39. 20 million Facebook users
become Fans of Facebook
pages everyday.!
9! 25!
The number of The number of
times a day the comments written.!
Those users are highly
like button is
engaged.!
Here’s what they do! clicked.!
EVERY SINGLE DAY…!
55! 2!
The average The number of
number of minutes pages liked or
spent on Facebook! fanned.!

40. 1. Quality Counts!
10 most 2. Create an Emotional Connection!
3. Provide Utility!
effective ways 4. Give Fans a Voice!
5. Listen!!
to reach! 6. Complement Her Life, Don’t
women Complicate It!
7. Don’t Be Redundant!
on 8. Keep the Shopping Experience
Seamless!
9. Remember: She’s a Social Shopper!
10. Keep Your Fans in the Loop!
If your message is buzz-worthy, your customers will become brand ambassadors for you !

41. Following the
80/20 Rule is a
good baseline,
with 80% of
your
messaging
educational in
nature and only
20% a sales
pitch.!
If your message is buzz-worthy, your customers will become brand ambassadors for you !

42. The best time Tweet is between 9am – 6pm.!
Monday thru Friday activity is the highest.!
Schedule Tweets.!
Tips! Be conversational.!
Ask your customers questions…and get
good answers.!
Reward loyalty.!
Follow influential people.!
Use #hashtags.!
Be a good Twitter citizen.!

43. most importantly …!
53%! Of people on Twitter recommend
companies and/or products in their
tweets.
ROI Research for Performance, June 2010!

44. Mobile

46. Foursquare!
6 million
has
users!
QR Codes!
Shortcut to link the user
straight to the web site. !
more
Bound to become
common in the
coming months and years.!
If your message is buzz-worthy, your customers
will become brand ambassadors for you !

47. Your Customers are Already
on Foursquare !
Efficiency of Online
Technology to Drive
Offline Activity !
Track and Reward: Digitize
the “Baker’s Dozen” Card!
Get to Know Your
Customers Better and
Continue Incentivizing!
Enhance Your Existing
Platforms !

48. Promotions and on
collateral material
In storefront
windows!
Track ROI!
Customer rewards or !
loyalty program !
Get your customers to
promote your brand!
Drive traffic !

49. 4. Pass it on!

50. 70% of bloggers are
organically talking about
brands on their blog.
Econsultancy, April 201!

51. Reach out Vegan
Bloggers!
Reach out Gluten-Free
Bloggers !
Reach out Capitol Hill
Bloggers !
Reach out General
Food in DC Blogs !
If your message is buzz-worthy, your customers will
become brand ambassadors for you !

52. Everyday Shortcuts

53. 30 Minutes Everyday
Sunday Hootsuite
Monday Google alerts
Tuesday Google reader
Wednesday Google Analytics
Thursday Email blast
Friday Outreach
Saturday Monitor

54. Questions
!