Digital Marketing Campaign
Transcript: Joe on the Go A Comprehensive Digital Media Marketing Plan By Holly Cook Brand Purpose Joe on the Go: To bring coffee from local, neighborhood coffee shops to the doors of coffee lovers everywhere! Brand Purpose The Situation Currently, Joe on the Go has no presence on social media and since 78% of salespeople using soical media outsell their peers- why cant a technology heavy company like Joe on the Go do the same? Creating a digital media marketing campaign along with the addition of Joe on the Go profiles on multiple social media platforms makes for heightened brand awarness to attract customers, and keep them customers for the long-term. The Situation Objective To plan a digital media marketing campaign that will help to not only grow sales but to also build a loyal, profitable customer base. Objective Why Digital Media? Joe on the Go is a local delivery coffee service that wants to bring neighborhood coffee to your doorstep- but why digital media to help grow sales and customer base? Break Down: There are 75.4 million millennials worldwide, and 81% of them check Twitter alone, at least once a day and Twitter isn't even the most popular social media network! What makes this important? Millennials currently represent a quarter of the population and they hold $200 billion in annual buying power. This buying power plus their constant social media and online use, makes them a great part of a target market. Why Digital Media? The Typical "Joe on the Go" User Joe on the go believes in fast, local, and convience; but who is Joe on the Go for? If you're in a crunch for time, but still can't go without your cup of Joe, Joe on the Go is for YOU! The Typical "Joe on the Go" User Target Market -Male and Female -Ages 18-50+ -Working upper/middle class -Living in an urban environment -Active, "on the go" kind of lifestyle -And most imortantly.. Avid Coffee Drinkers!!! Target Market Activation Overview -Joe on the Go mobile application -Social media presence via profiles on platforms -"Coffee On Me" campaign; allows user A to order user B a cup of coffee delivered right to user B's doorstep. Taking literal meaning to the phrase, "coffee on me". Delivery will be at a discoutned price to get users excited about a new coffee delivery service. Activation Overview Coffee On Me Campaign This campaign will not only allow more users to be introduced to Joe on the Go, but also, it has the potential to double the amount of users on the application and therfore a customer. For example, if already exsiting Joe on the Go customers decide to partake in the campaign and buy their friends a cup of coffee, their friends will ultimately, hopefully, become customers as well. Joe on the Go can partner with a selected few local coffee shops that can be sponsored on the application during the campaign. This will help build a positive relationship with the local business- without them, we can not operate! To summarize, the Coffee on Me Campaign will help grow customer base, increase new sales, build better realtions with vendors while also enforcing the brand purpose- keep it local, good quality and fast! Coffee On Me Campaign Joe on the Go Mobile App Having a natural flowing interface is important as the app needs to be easy to understand so users can order coffee with ease and not have to interupt their active lifestyle. After createing social media profiles for Joe on the Go and posting weekly on various platforms, the "Coffee on Me" Campaign will help drive users from social media to the app. Joe on the Go Mobile App Example Application Interface This mobile application design architecture shows a hierarchy of importance. The search bar is middle-left at the top which allows for users to quickly search their favorite local coffee spot without having to scroll/search for extended periods of time. Listed below the search bar are some popular coffee shops or discounted offers, discounts are important so it is equally as important to make sure they are easily visable. This application design helps users see the most important information clearly and promotes seamless usability on both the users end, and those who work for the company and carry-out the delivery proccess. Example Application Interface Interface Example: Postmates Companies that could potentially compete with Joe on the Go in the delivery sector are as follows: -Postmates -Seamless -UberEats *The companies above propose a threat due to the fact they all deliver more than coffee, they deliver food and drink from local restaurants of varying cuisine. The following slides show the competitors mobile application user interface- these should be considered when making a rough wireframe. Competitors Competitors Postmates Postmates Seamless Seamless UberEats UberEats 1) Create social media profiles for Joe on the Go and start community management. Start gathering insights from prospective or pre-existing customers and apply that feedback as needed. Also, start and continue to
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