rick’s american café digital strategy
TRANSCRIPT
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Rick’s American Café Digital Strategy
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The Big Idea
STR Black Card Contest STR= Straight To Rick’s Winner of contest receives a Black
Card Cut the line No cover 1 year Self +1 friend
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Target Audience
Young adults 21-25 years of age East Lansing & Ann Arbor Internet access Interest in night life
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Tweets & statuses with information on contest starts, submission deadlines, & winners
Submit contest photos Via Twitter: tweet @Ricks_EL #STR Via Facebook: tag Rick’s in the photo or
post to Rick’s page, titled “STR”
Twitter & Facebook
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Company Website
Page dedicated to STR Black Card Contest
Ability to submit & vote for contest photos
Blog postings with contest news Mobile version
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Google AdWords
Example of Google AdWords advertisement for STR Black Card Contest
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Search Engine Optimization Use the following keywords in
tweets, Facebook posts, company website blog posts, & Google AdWords ads: Rick’s bar Rick’s American
Café STR Black Card
Contest Rick’s Black Card Rick’s East
Lansing
Ricks’ Ann Arbor East Lansing bar Michigan State
bar Ann Arbor bar University of
Michigan bar
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Key Performance Indicators
KPI Goal
Photo submissions 50/month
Contest page traffic 1000/month
Facebook likes/shares 750/month
Twitter favorites/retweets 950/month
Revenues 10% increase
Nightly attendance 15% increase
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Budget
One-time digital marketing campaign development costs 340 hours at $250/hour= $85,000
Ongoing monthly digital marketing strategy costsItem Monthly Cost
Social Media $360
SEO $1200
Google AdWords $892.53
TOTAL $2452.53
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Summary
Monthly STR Black Card contest using photo submissions
Twitter, Facebook, company website, Google AdWords & SEO
10% increase in revenues & 15% increase in nightly attendance
Brand growth through increased exposure & interaction