Star

PAIN POINTS

30K 40K Key issues that causes strain on the produc1vity of specific business func1ons. If pain points are not resolved they can impede and stagnate future growth.

PAIN POINTS

IDENTIFYING PAIN POINTS

30K 40K

u  Lack Star Partner central website

u  Lack differentiation between non Star Partner

KFC stores

u  No Social Media presence

u  Lack a reinforcement strategy for catering

campaigns

PAIN POINT EFFECTS

40K 1.  Online audience unaware of Star Partner catering

campaigns

2.  Lose opportunity to generate new leads and increase Star Partner KFC catering sales

3.  Compe1tors marke1ng of catering services con1nue to dominate through Social Media

NO-‐SOCIAL MEDIA PRESENCE

COMPETITOR SOCIAL MEDIA ANALYSIS

30K

COMPETITOR ANALYSIS

39,000 FOLLOWERS

13,000 FOLLOWERS

3,000 FOLLOWERS

50K 20K 10K

COMPETITOR ANALYSIS

30,000 FOLLOWERS

250 FOLLOWERS

250 FOLLOWERS

50K 1K 1K

TOTAL SOCIAL MEDIA AUDIENCE

40K

70K

AUDIENCE TOTAL

70,000 AUDIENCE TOTAL

13,000 AUDIENCE TOTAL

3,000

100K 20K 10K

COMPETITOR BENEFITS OF SOCIAL MEDIA

30K

•  Consistently maintain audience awareness of marke1ng campaigns through social media

•  Social Media presence reinforces campaign and drives audience traffic to website

•  Expand marke1ng reach through the use of mul1ple social media plaJorms

•  Interac1ve content that encourages sa1sfied customers to share and provide tes1monials about service

SOCIAL MEDIA PRINCIPLES

•  Try our new Hike Bites •  Let KFC Cater your next Tailgate Party •  Get 50 Boneless wings for only $60.00 •  Try our new KFC Dessert •  Ditch the grill and order KFC Grill Chicken

NON-‐ENGAGING


Causes audience to pay attention and become interested in marketing message for catering campaigns

ENGAGING CONTENT

ENGAGING CONTENT

INTERACTING CONTENT


Shareable content gives you the opportunity to create trends through social media. Shareable content also allows your audience to become a trusted voice of your catering marketing messages within their social community

SHAREABLE CONTENT

SHAREABLE CONTENT EXAMPLE

VIDEO •  Client Testimonial •  B2B Testimonial •  Service commercial PHOTOS •  Catering Prep •  Plating •  Reception •  Client •  Catering Flyer

PAIN POINT EFFECTS

40K

1.  Lose online catering sales to non-‐ Star Partner KFC Franchises that have online presence

2.  No central web loca1on to reinforce catering campaigns and drive social media traffic

3.  Lack online resource for customer to search, review and place order for catering services

NO ONLINE WEB PRESENCE

COMPETITOR WEBSITE ANALYSIS

40K

1.  1 Central website that markets and promotes services

2.  Social media plaJorm integra1on

3.  Digi1zed Menu

4.  Store Locator 5.  Catering Es1mator

6. Web Commercials

COMPETITOR WEBSITE FEATURES

STRATEGIC DEVELOPMENT

STRATEGIC DEVELOPMENT Collaborate with Catering Manager to assist with crea1ve ideas for catering campaigns. Develop social media strategies to promote and market catering campaign.

CONTENT CREATION

CONTENT CREATION Determine and create the most effec1ve form of content needed for Social Media campaign u Web banners u Digital flyers u Custom profiles u Web commercials

CONTENT CREATION

SOCIAL MEDIA DISTRIBUTION

Create social media messages that engage, interact and causes audience to share. Develop social media marke1ng schedule. Distribute marke1ng messages through social media plaJorms.

DISTRIBUTION

BENEFITS OF SOCIAL MEDIA PLATFORMS

40K

•  Great tool for prospecKng and generaKng leads for new catering clients / industries •  IdenKfy and track trends to beVer tailor catering campaign •  Generate brand visibility and catering service awareness

•  Share info, pictures, and video of catering services with audience to build catering awareness and brand trust

•  Provide customer support to catering clients •  Directly interact with customers •  Convert users into catering clients •  Easy to connect and engage with customers •  Easy to integrate other Social Media plaZorms that promote

services •  Visually promote catering services and campaigns •  Create a Youtube community within catering industry •  Visual tesKmonials from saKsfied catering clients

CONTENT DISTRIBUTION

CORPORATE WEBSITE

WEDDING PLANNING BLOGS

WEB COMMERCIAL

CLIENT TESTIMONIAL

B2B TESTIMONIAL

RECEPTION HALL EMAIL LIST

WEDDING PLANNER EMAIL LIST

PHOTOS AND FLYERS

CORPORATE WEBSITE

SOCIAL MEDIA INTEGRATION

Integrate catering campaigns into targeted social media communi1es, groups and websites. Iden1fy social media trends that can be used to reinforce catering campaigns.

INTEGRATION

INTEGRATION EXAMPLES

SPORTS FORUMS

FANTASY FOOTBALL BLOGS

TEAM ORIENTED SOCIAL MEDIA GROUPS

COLLEGE FAN WEBSITES

SPORTS NEWS BLOGS

TAILGATING GEAR WEBSITE

LEAD RESEARCH

LEAD RESEARCH Iden1fy poten1al clients / industries through social media. Provide catering manager with gathered intelligence to develop and enhance marke1ng strategies.

SOCIAL MEDIA MANAGEMENT

Track the response and sharing of marke1ng messages to ensure campaign effec1veness. Provide monthly social media analy1cs to Catering Manager reflec1ng the effec1veness of social media campaign

MANAGEMENT

RETURN ON INVESTMENT

Return On Investment Measures

Sales increase- Identify audience that receive the social

marketing initiative vs. those who do not

Conversions- track the conversion increase of catering services

that are generated through social media

Audience Engagement- measure audience engagement on

social media platforms and the increase of new audiences

Pre Campaign / Post Campaign- measure the overall impact of

the social media campaign

PAIN POINTS RELIEF

30K 40K

30K 40K

u Create and manage social media platforms

u Reinforce catering campaigns through social media

u Maintain niche oriented catering campaigns in order to differentiate from non-Star Partner stores and

competitors u Develop a Star Partner central website that

promotes and market catering services

PAIN POINTS RELIEF

QUESTIONS

Star

Design

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