Digital and Social Media Plan

Prepared By: Stuart Waldo, Brad Bell, Jordan Lax,

Jonathan Llanes, Robert Peterson
Dreamers Social Marketing Firm
4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
1
 Contents
Introduction………………………………………………………………………...3
Graphic Identity…………………………………………………………………….3
Brand Style Guidelines………………………………………………………….3&4
Content Development and Management…………………………………………...4

Search Engine Optimization………………………………………………………..5

Advertising Goals and Campaigns…………………………………………………5

Funding……………………………………………………………………………..5

Campaign 1………………………………………………………………………6-8

Campaign 2…………………………………………………………………….9&10

Campaign 3…………………………………………………………………...11&12

Measurement & Analysis…………………………………………………………13

Restaurant Staff…………………………………………………………………...14

Facebook and Twitter Mockup……………………………………………………15

Menu Sample……………………………………………………………………...16

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
2
 Introduction
Local pit master, Joe Freeman, will be hired to run the kitchen team and the smoke pit, he
currently has a blog with over 1400 followers with a main focus on BBQ. We look for
employees who are very serious about food and the dining experience but still bring a fun vibe to
the job. We are a group that wants the food to be the main reason your come but have the
atmosphere and staff keep you there. Using the current voice and characteristic of the blog to
generate brand awareness and start to build hype and use those followers to piggyback off of to
start developing a following on Facebook, Twitter, and Instagram. We will be located in the
college side of Tallahassee Florida with prime access to multiple colleges and be able to reach
young adults. The overall feel for the restaurant will be a warm southern and industrial
atmosphere with a main focus on BBQ. The logo and other design elements will be focused
around a BBQ smoke pit, including the logo being branded, fire and smoke being implemented
in various ways, with images of younger adults having a good time enjoying great food. The
main goal of the campaigns are to engage and illicit response within the community and take
advantage of the target audience interest. Another main goal is to encourage referrals. The
overall tone of the restaurant is very upbeat and a desired and frequented stop for locals, as well
as being a “must eat at” location for travelers.

Graphic Identity
The graphic Identity of the brand will stem from its logo. The cattle-brand inspired design will
serve as the brand’s profile pictures on social media and similar western fonts to that of the logo
will be utilized on the website and business cards to maintain the same persona. The other major
element to the design is fire. The iconic flame from the logo will be used as menu’s watermark,
as well as the watermark on the back of the business cards. Warm colors will adorn the website
to help convey the same atmosphere as the open smoke pit used at the restaurant.

Brand Style Guidelines

The brand will have a friendly southern tone, reminiscent of the restaurant’s pit master. The pit
master’s previous blog entries should serve as a roadmap for the brand’s style. It will use
southern euphemisms such as “ya’ll” and will keep a playful tone about everything- except for

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
3
the food itself. At Billy Joe’s, food is the pride and joy of the restaurant and is paramount. No
jokes about the food are ever to be made, the food should be spoken of with pride. As such, any
complaint of the food must be treated with the upmost sincerity and concern.

Content Development and Management

Content will be developed by the firm itself. No restaurant employees will have access to the
social media accounts. Once content is generated it will be reviewed by a content supervisor
before being posted to ensure tone, style, grammar, and spelling. The content supervisor will also
ensure that the content’s message is clear and cannot be misconstrued or deemed offensive. Any
posts containing jokes will be placed in a shared online folder that is accessible to members of
the Oxford Hospitality Group and the pit master. If content receives no rejection from the either
party within 3 days, the content will be considered acceptable and will be available for posting
by the Dreamer’s firm to the brand’s social media pages. Photos or videos will also be given to a
content supervisor for review to ensure that there is nothing inappropriate or obscene present and
that the restaurant is not portrayed in a false light. Following this photos and videos will be
posted to social media.

Generated content can vary widely depending on time of year, current events in the world and
community, and relevant pop culture. Social media posts will often link back to the website
where longer pieces of content, such as blogs or lists, will be present. All posts will be made
during normal business hours of the restaurant, as to give the appearance that someone at the
restaurant is updating the information. Most postings will take place between 10 AM to 11:30
AM, in order to remind those preparing to go to lunch, and also between 3 PM and 6 PM, in
order to remind those preparing for dinner. Photos taken at the restaurant will be posted as soon
as the review process is complete, in order to ensure the brand seems current.

A reference sheet will be prepared for all content generators in order to ensure consistency and
authenticity in content. Similar to the information provided in part one of this document,
reference sheets will include information on employees and staff, the restaurant, the food, and
the location.

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
4
 Search engine optimization
A portion of the budget will be go towards placing advertisements on google that will appear
depending on certain searches, such as “Barbeque Tallahassee” “Best barbeque in Tallahassee”
and “Tallahassee BBQ”. Advertisements will link back to the brand’s website, specifically the
page containing contact information. This will ensure that customer’s searching for the best will
receive our information first, even before any reviews or information on competitors.

Advertising goals and campaigns

The holistic brand strategy will be to develop distinctive identity that is immediately
recognizable in the market and generates a loyal and active community of patrons. To achieve
this strategy, we will use three specific goals;

- Engage the community

- Encourage referrals
- Take advantage of the target audience’s interests

These three goals will be personified by 3 distinct campaigns. Each with their own unique
elements and measurable data. These campaigns will be discussed further in the following
section.

Funding
Funding will be split between the campaigns evenly at first. As data becomes available the most
effective campaigns will receive higher amounts of funding in order to guarantee the most
effective outcomes for the brand.

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
5
 Campaign 1
Goals
The efforts for our company will support the goals stated below. Any of the primary and
secondary goals will be fully stated and then elaborated upon as the RFP goes on.

Primary

 Impact the community and become a household name for Tallahassee BBQ
 Increase the amount of traffic through the lunch periods of the day and referral number
 Increase target audience engagement and expand upon interest

Secondary

 Increase brand awareness

 Build social media interaction
 Advertise sales/happy hours effectively
 Create a lunch buzz on social media
 Inform consumers various weekly menu items

Engage the Community

Since we are not as established as our competitors, we will be expanding on the idea to
engage the community creating a household name for BJBPS. We will be using several methods
in order to do so including; Make Your Own Sauce, blog posts, and using Instagram to promote
the experience of BJBPS. We will expand on which social media we will use, and the event
schedule.

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
6
 Make Your Own Sauce
Utilizing Facebook, we will encourage fellow BBQ lovers to post and tag BJBPS with
their ideas on a new sauce that we will be debuting in March. This will create an interaction with
BJBPS and the public, and will give the company further information on the target market. We
will narrow down the contestants based on popularity, and recreate the sauces for taste test. We
will then run the taste test throughout the day on 27th of February. The taste tasting will be blind,
and will have a mixed market in order to represent our target market. This contest will last
approximately two months, and will result with the winner having their sauce added to the
BJBPS regular sauce assortment, as well as a certificate of ownership. We will also announce the
winner via Facebook, and they will receive a complementary meal. The goal will be to create
interaction with the community, placing our consumers in BJBPS history. If a success, we will
recreate the contest annually, and continue to add sauces to the BJBPS assortment.

Two Month Goals

Ideal Goal: 100 Participants, 1,500 Likes, 200 Shares, and 200 Comments

Realistic Goal: 50 Participants, 1,000 Likes, 150 Shares, and 150 Comments

Minimum Goal: 25 Participants, 500 Likes, 100 Shares, and 100 Comments

Blogger Outreach
We would find a suitable blogger, and precede to vet him/her. When we have found a candidate,
we would set up an appointment with set person, and talk about a blogging series involving our
company. We would have the blogger invited to come and taste BJBPS products. We could give
the blogger an inside look on how they make food in the kitchen. We would even invite the
blogger in the kitchen in order to witness how the items are made, and witness the cleanliness of
the kitchen. We would want the blogger to break the different items, into a series throughout 4
weeks, posting every Friday about a different item and experience. This would be BJBPS
outreaching to the Tallahassee blogging community, and persons that rely on bloggers to choose
Dreamers Social Marketing Firm
4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
7
their restaurant. This would come directly after the, “Make Your Own Sauce,” campaign which
should reassure the BBQ market that BJBPS is here, and are a valid choice for Tallahassee.

#ExperienceTheStop
For Instagram we will be targeting the 18-25 range, mostly college students. We will use the
hashtag, #ExperienceTheStop, to track when people take pictures in our restaurant. This will
involve BJBPS with the social media community, as well as keep us up to date on the persons
dinning at our restaurant. We will start with the first week posting pictures of, employees, food,
and the environment of BJBPS, with the intent to create the conversation of our experience. We
will post every picture with the hashtag, and also be able to track when others use the hashtag.
We will encourage engagement with the customers through responding to their posts, and
comments. We will dedicate one manager in charge of our responses, and involvement. We will
keep the hashtag, if after three months, we are receiving positive feedback.

In Three Months
Ideal Goal: 100 Participants, 1,500 Likes, 200 Shares, and 200 Comments

Realistic Goal: 50 Participants, 1,000 Likes, 150 Shares, and 150 Comments

Minimum Goal: 25 Participants, 500 Likes, 100 Shares, and 100 Comments

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
8
 Campaign 2
When starting a new business, the best way to get referrals from customers is
to not onl y satisfy them with great customer service and food, but also to reward
and motivate them in their next visit. We would do this by allowing them
receive a discount price on certain menu items in the restaurant for returning
customers whom referred a friend or written a referral. Also after receiving
their referrals we allow customers to take a picture for the restaurant that will
go on the wall telling about the experience they had with us in the restaurant
and why they enjoy our service. We would train our staff to ask all customers if
they were referred and by whom, before receiving any discounts. T his system
would be in place so that guests names and other contact information is saved.
We will utilize this information by having an email list that sends out new menu
items and discounts for certain days. Also Facebook and other social media sites
will be used for discounts and rewards towards customers. The customer base
we are reaching out towards is 18-35 (college and business professionals). We
would measure our restaurant success by Facebook likes, shares and email
feedback. For the younger crowd we would utilize Facebook and social media
more for nights that pertain to younger crowds of people. We would encourage
use of mobile devices for referrals or shares within the restaurant. For older
cliental we will utilize a more nostalgic feel by using a Polaroid camera and
placing the photos on the restaurant wall.

Primary Goals
To reach new customers, gain email list so we can interact with those who
are returning customers for deals and upcoming events

Secondary Goals
Get people more informed of the restaurant and engaged with the
restaurant

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
9
 Quarterly Goals
The goal will be to increase shares, like s, reposts, and retweets by 10%
every 3 months.

Realistic - 150 likes working our way up to 500 by end of the year. (Varying by
post)

Ideal- 250 to 500 (shares vary widel y)

Minimum - 50 depending post/content

*This will pertain on weekl y bases

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
10
 Campaign 3
Dreamers is doing a campaign called “Sports Week” at Billy Joes BBQ. We will engage

our audience with sports games and corn hole though out the week. We will have prizes for the

clients who win the games we are playing. We will also do a Bobby Bowden football signing so

the people in the community have a chance to meet one of the greatest college football coaches

of all time. We will run ads on the media sites such as Facebook and Twitter. We will run hash

tag line such as hash tag Football week. As clients come in the restaurant we will pass out flyers

about the upcoming events. We will break down the different groups of people. By ages and

families. Specifically we will target college student’s families and young professionals.

The event will be held on a Saturday throughout the week Dreamers will post about the

event on Facebook. Dreams will also post on Instagram when Bobby Bowden arrives and some

select phots from the event will posted on Facebook. We will measure the campaign by

Facebook likes, comments and shares.

Dreams will know if the campaign were a success by at least 1200 likes on Facebook and

at least 500 shares and 1500 comments. The minimum requirements for the campaign to be a

success 400 likes on Facebook at least 200 shares and 600 comments on Facebook. The best case

scenario for the campaign 2400 likes on Facebook 1000 shares and 3000 comments.

Monday through Friday between the times of 12pm to 5pm we will post about the events.

The day of the event we will live tweet the event. The event will be between dates October 7

through October 13 2015. The reason we decided on the dates is important because it is the dates

of FSU bye week so more fans will be able to attend and not be in conflict with the FSU game.

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
11
 In conclusion the campaign will bring out lot awareness to the Billy Joes brand. The

campaign will also bring people together for some good old BBQ. It also want hurt for the

people in the community to come out and meet Bobby Bowden. We will also be giving out free

t-shirts to the first 120 customers who come to the event on Saturday. The t-shirts will have the

brand loge on the front.

Goals

Realistic - 500 shares and 1500 comments, the campaign will be a success by at least 1200 likes

on Facebook

Minimum - 400 likes on Facebook at least 200 shares and 600 comments on Facebook

Ideal - 2400 likes on Facebook 1000 shares and 3000 comments

Primary Goals

To get more customers and more followers on the social media sites.

Secondary Goals

To build brand awareness for Billy Joes BBQ.

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
12
 Measurement & Analysis
The whole purpose of doing social media and marketing is to inform
people of upcoming events and have them attend these events. It is very
important to be able to measure the success and sometimes failure of these
campaigns to see what drives in the most business and has the highest return on
investment. The following is how Dreamers will track and measure the progress
of different ads and all social media.

• Different tools will be used to analyze and track social media reach and impressions
such as, Twitter followers, Facebook likes, website visits, e-newsletter subscribers as
well as other aspects as seen needed
• Engagement will as measured by blog referrals, retweets, replies and favorites, and
Facebook post likes, comments, and shares
• The location of website visitors and social media followers
• Sales reports and quarterly earnings will also be compared to help establish a baseline
for revenue
• Once a baseline is established it will be possible to find sales trends and establish the
best time and content to post

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
13
 Restaurant Staff
 GM(1) – Chris Walker , over 10 years of experience managing different restaurants
around Tallahassee some of which were BBQ related and is stern but likeable
 AGM(1) – Jason Burrows, Over 8 years of restaurant experience ranging from serving
and bartending to AGM and GM for several years and is a hard worker that will do
whatever it takes
 Pit Master – Joe Freeman, over 25 years of BBQ experience and has helped establish 3
award winning BBQ restaurants and has always been very hands on
 AKM(1) – Chris Slagel, over 8 years cooking in Tallahassee and 2 years of KM
experience some of which were BBQ related and will help Joe train and manage the
kitchen staff
 FOH Manager(1) – Kristen Kronske, over 10 years of bartending and serving along with
2 years of FOH managing experience and has a bubbly personality that is just hard to not
like or be mean to
 Bar Manager(1) – Zach Bartlett, over 7 years of experience bartending and bar
managing and with his local knowledge and networking will bring in good customers and
employees
 Servers(20) – will be hired from references from all management as well as outside hires
 Bartenders(4) – will be hired from references from all management as well as outside
hires
 Cooks (10) - will be hired from references from all management as well as outside hires
 Dish washer(3) - TBD

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
14
 Facebook and Twitter Mockup

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
15
 Menu Sample

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
16
 Advertisement Sample

Dreamers Social Marketing Firm

4352 High Rd, Tallahassee FL 32304
Phone : (850)555-8765
17