Digital Marketing Strategy. Kristine Pierce

Target Market:Joe’s is a place with a fun atmosphere and a spot to come for a good time… no matter who you’re with.

Kids Grandparents Couples Families

Key performance indicators:Joe’s currently has a decently strong social media presence, but after this social media makeover we’re moving joe’s to the top.

Facebook: 292,000 300,000 Followers

Twitter: 4,471 10,000 followers

Pinterest: 1,245 2,000 followers

Linkedin: 1,029 2,000 followers

The BIG idea:Joe’s is going to use their social media platforms to bring the islandy, laidback feeling you get on a tropical vacation (or at joe’s!) to you anywhere through your smart phones or computers.

Ultimately to make consumers crave the relaxation they get from joe’s.

Search engine optimization: We want to make sure joe’s seo is up to par, we wouldn’t want a new customer searching for joe’s and coming up empty handed or misdirected. So were optimizing joe’s name to its fullest potential.

The keywords we’ll acknowledge for this campaign are going to be:

SeafoodJoe’s

Joe’s Crab ShackCrabJoes

Joes CrabJoe’s CrabJoes CrabsJoe’s ShackJoes Shack

KPI: Breakdown of twitterSeeing as Joe’s facebook page is doing exceptionally better than their twitter account, our goal is to tackle this gap and bring twitter up to speed with the following of their facebook.

Increase tweets from 3 times a week to 2 times a day.

Tweet during prime food times:

11am – 2pm5pm – 8pm

Post active tweets:“retweet if…”“Favorite if…”

Instagram hashtag campaign:“shack shots” has taken on the name of joe’s creative instagram campaign, which is very successful. Customers while dining at joe’s may instagram a photo and hastag #eatatjoes or #joescrabshack. Posting these will have their photos featured on the official joe’s website.

Vine a little joe’s action:This new vine app is really picking up speed in the social networking scene. The app allows users to upload 10 second clips with sound for others to view.

Customers, like our instagram campaign, may shoot one of these 10 second vine clips while enjoying their stay at joe’s and hashtag one of the already previous hashtags to have their videos featured on the joe’s official page as well.

Budget breakdown: Through extensive research we’ve come up with some numbers…

•Joe’s annual revenue = $3.8 million•Joe’s monthly revenue = $316,000 •Digital marketing monthly campaign for joes = $14,400

•Seo = $3,600•PPC = $5,040•Social Media = $2,880•Email = $720•Mobile = $1,440•Content = $730

Sources:Images:•http://www.joescrabshack.com/•http://www.fsrmagazine.com/corporate-responsibility/obesity-buster?page=2•http://images.smoothfusion.com/marketing/joes-screencap.jpg•http://www.scientificamerican.com/media/inline/beer-batter-is-better_1.jpg•http://www.clker.com/cliparts/S/C/F/a/I/C/palm-tree-hi.png•http://thumbs.dreamstime.com/thumblarge_474/1265060504F6mnG7.jpg•http://4.bp.blogspot.com/-N7qk79MTHuw/UPeHiDgsYCI/AAAAAAAAH4o/kp7V6QAeTAk/s1600/Joes-Crabshack-Great-Khan-and-Crossland-neon-signs-at-dusk-Texas-State-Highway-6-North-of-Westheimer-Rd-West-Houston.JPG•http://topseopicks.com/wp-content/uploads/2013/03/offsite-1.jpg

Information:•https://www.facebook.com/joescrabshack•http://pinterest.com/joescrabshack/•https://twitter.com/Joes_Crab_Shack•http://www.linkedin.com/company/joe's-crab-shack•https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS)

Video:•http://www.youtube.com/watch?v=62IYYITY3Rc