Download - Stephen Hamilton
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Brittany Beatty, Simona Giulio, and Jennifer Tran
STEPHEN HAMILTON - WHO'S HUNGRYMARKETING PLAN 2013
TRAVEL THROUGH FOOD
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● Increase traffic and awareness across various platforms
● Interact with consumers through smart-phones
● Create a craving to Travel Through Food
Millennials and Gen-X Tech-savvy, Brand Advocates, Follow Trends
OBJECTIVES / AUDIENCE
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BRAND ANALYSIS + SOCIAL LISTENING
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BRAND ANALYSIS + SOCIAL LISTENING
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COMPETITORS
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● Threats - cost of printing magazine, with little ROI
● Opportunity ○ Cookware sponsorship ○ Tech-savvy foodies | share content (create brand advocates)
○ Tapping into the trend Travel Through Food
FINDINGS FROM SWOT
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● Food/Photography Industry growing● Social Media advances and food photography sharing
○ - Foodie App
FINDINGS FROM PEST
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CONSUMER PROFILE MILLENNIAL
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CONSUMER PROFILE MILLENNIAL
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CONSUMER PROFILE GEN X
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● Travel Through Food concept● Social Media Strategy● Travel Through Food experience
SHORT-TERM STRATEGY
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TRAVEL THROUGH FOOD
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TRAVEL THROUGH FOOD
North East Coast Gulf Coast
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TRAVEL THROUGH FOOD
Mid-West Southern
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TRAVEL THROUGH FOOD
West Coast Las Vegas
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SOCIAL MEDIA STRATEGY
Network Reach New WH
550,000 20% 5% $297,000
TWITTER PAGE ● Logo consistency with the Stephen Hamilton Brand (Facebook,Twitter)
● Change twitter handle @StephenHamiltonInc (available and consistent with Facebook)
#1 East Coast 64,400 possible followers#2 Gulf Coast 13,000 possible followers#3 Midwest 72,1000 possible followers#4 Texas 15,000 possible followers#5 West Coast 71,000 possible followers#6 Las Vegas 54,1000 possible followersGeneral: 248,900 possible followers
Network 555,000
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TRAVEL THROUGH FOOD EXPERIENCE
COOKING DEMONSTRATION & FOOD PHOTOGRAPHY LESSON
1 per issue
30 people per class
$100 per person
$18,000 revenue total for 6 class
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● Sponsorship with cookware company● Travel Around The World Through Food
concept● Who's Hungry App● E-mail Marketing strategy
LONG-TERM STRATEGY
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SPONSORSHIP
● Product Placement model
● Establish sponsor relationships
● Showcasing branded cooking utensils
● Revenue-generating opportunities
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TRAVEL AROUND THE WORLD THROUGH FOOD
IndiaItalyMexico
FranceJapanThailand
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WHO'S HUNGRY SMARTPHONE APP
1. Stephen Hamilton's Brand all in one place
2. Instagram just for Foodies!
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WHO'S HUNGRY APP
Contributes to Email Marketing
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WHO'S HUNGRY APP
- Main Page
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WHO'S HUNGRY APP
- Notifications- Link to Facebook- Link to Twitter- Privacy Settings
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WHO'S HUNGRY APP
- App is user friendly compared to Mobile Sites
- Like, Comment or Share Facebook,Twitter
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WHO'S HUNGRY APP
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WHO'S HUNGRY APP
- Like, Comment or Share
- Add photo & edit- Like, Share or Comment
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WHO'S HUNGRY APP
- List of regional recipes
- Mini Biography- Visual History of uploaded photos
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■ Start in July once we've established list from App
● Reminders of magazine releases, new features on App, new video releases behind the scene
■ IN 12 months x 100 people downloaded app per month = 1200 e-mail subscribers
● 10% of those subscribing to the magazine makes $6,480
E-MAIL MARKETING STRATEGY
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MEDIA FLOW CHART
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BUDGET / ROI
ROI 143%Profit $207,406
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● Understanding the foodie consumer behavior
http://www.hartman-group.com/hartbeat/understanding-the-foodie-consumer
● Food Photography Trends
http://blog.snapsort.com/2012/01/25/food-photography-2/
● Consumer Research - Association of Travel Whitepaper http://www.atme.org/pubs/archives/77_252_1090.CFM
● Iconoculture Millennial Foodies Researchhttps://www.iconoculture.com/smart/public/view.aspx?contentid=328027
● Food Trendshttp://www.nowandnext.com/PDF/Food%20Trends.pdf
● Industry Researchhttp://www.foxnews.com/health/2012/10/23/gluten-free-foods-industry-worth-42-billion/
● Tools Used:○ Radian 6○ Bottlenose○ Piktochart○ Lexis Nexis Industry Reports
● Images used from: ○ Google○ Stephen Hamilton, Inc.
REFERENCE
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THANK YOU
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Brittany BeattyI'm a passionate, organized, results-driven marketing student. Coming from a small town I appreciate both the big city lights and the small town serenity. In my freetime I like to look at photographs, go shopping, and really just hang out with friends.
E-mail: [email protected] LinkedIn: www.linkedin.com/in/brittanyabeatty Twitter: @brittanyabeatty
Simona GiulioMy passion for Marketing/Advertising + Food is only a couple of components that contribute to who I am. My goal is to someday have my two passions intertwine in my professional career.
Email: [email protected] Linkedin: www.linkedin.com/in/simonagiulio Twitter: @SimonaGiulio
Jennifer Tran I have always been committed to achievement while staying connected to my heritage and cultural background. I strive to continue learning in life as I take from all my experiences.
Email: [email protected]: http://www.linkedin.com/in/jnfrtranTwitter: @jnfrtran
MEET THE TEAM!