Assignment Three: PieMe Social Media Marketing Strategy

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.