This week’s homework assignment was fun to work on. We were
assigned to create a social media marketing campaign for a pretend business of our
choice. The assignment requires that we state the campaign’s objective, describe
the promotion strategy, explain which tools we will use in the campaign, and
project what results we would expect to receive through this campaign. Then,
after the campaign is developed (theoretically), we must create four social
media guidelines (an internal policy so-to-speak) that our business would
follow. With that brief explanation, here’s
the meat of homework assignment three:
Business name: PieMe.
Business description:
PieMe is a food delivery business providing hot, fresh, pot pie-like meals of multiple
varieties to customers within 15-20 minutes of placing an order. PieMe is a
quick way to have a delicious lunch or dinner on the go without any of the
hassle of cooking or cleaning up. PieMe would cater mostly to college students
at Georgetown University, where the first store would be built, and in time
would branch out and serve students and others near American University, George
Washington University, and George Mason University, respectively.
Social Media
Marketing Campaign Objective: “Achieve 25% awareness of PieMe among the Georgetown
Student Population within 4 months of opening.”
Promotion Strategy: PieMe
will give away one free mini pie (1/2 the size of a normal pie) to any student who
comes to the PieMe Store, or one of its three publicity booths on campus and
shows the employee that they have downloaded the free PieMe ordering app from
iTunes. Individuals will receive a second mini pie for free if they follow PieMe
on Twitter, Instagram, or Facebook, take a picture of the pie or storefront, and
use the hashtag #PieMe to encourage friends to download the app. PieMe will
also purchase ads on Facebook and buy promoted tweets on Twitter. PieMe will also
snap and post pictures of “campus celebrity endorsers” (basketball players,
etc.) eating or ordering a pie. Furthermore, PieMe will send out promotional
tweets providing a promo code and giving away a free pie to the first 25 people
who download the app and use that promo code to buy a pie.
Tools: iTunes
App, Facebook, Twitter, Instagram, Pintrist. Orders will be taken only in
person OR through the PieMe app. Facebook, Twitter, and Instagram will be used
primarily to drive individuals to download the app and start buying pies!
Results Expected:
After four months, it is expected that 25% of the Georgetown student body (or
3,700 students) will have heard about PieMe. It is anticipated that within the
first four months, the PieMe app will have 2,000 downloads, and roughly 2000
followers on Facebook, Twitter, and Instagram.
Social Media
Guidelines: Employees of PieMe shall (1) Be transparent, have fun, and
connect widely; (2) Not engage in inflammatory or inappropriate discussions
about competitors, (3) Not disclose business financial information, and (4) Use
real profiles, not fake profiles.
