ADV Final Project
The Magic Cow Family owned Homemade quality ice cream.
Brand Definition: A homemade ice cream that’s affordable to all families.
Communication Objective To increase brand awareness on social media by increasing the number of following among college students adults 18-24 in the Davie area by 50% in 12 months.
KPI:
Increase in the number of Instagram followers by 5% each month.
Business Objective:
Increase traffic to the ice cream store from social channels by 10% in 6 months.
KPI:
Sell 10 gallons of ice cream every month.
Customer Persona
The Magic Cow is an ice cream parlor in Davie Florida. The target audience for The Magic Cow are parents with children as them and their kids would be a target to increase sales.
Buyer Demographics
Ages 25-54
Gender Males and Females
# Family Type | Married-couple With own children of the householder under 18 years
7,049
# Family Type | Married-couple with children 6 to 17 years only
4,329
# Family Type | Male householder, no wife present With own children of the householder under 18 years
877
# Family Type | Female householder, no husband present With own children of the householder under 18 years
2,957
Targeted Population 15,212
Buyer Persona
Competitors Sweet Aloha Ice Cream
#of Followers: 322 # of Posts: 1-5 Posts A Week. Link To Best Performing Post: Post Link
Sweet Aloha Ice Cream serves hand-crafted tropical-themed ice cream and co-branded with Haole Boys Shave Ice to bring the tastes and spirit of aloha to Southern Florida. sweetalohaicecream@gmail.com (954) 530-2231
Sweet Aloha Ice Cream SWOT
The Magic Cow Sweet Aloha Ice Cream
Brand positioning and overview · High quality homemade Ice cream · Affordable · Family owned business
· High quality homemade Ice cream · Affordable · Family owned business
Target market Davie, Florida Ages: 25-54 Targeted Population: 15,212
Davie, Florida Ages: 25-54 Targeted Population: 15,212
Strengths Fun family owned business Posting Frequency
Weaknesses Posting Frequency Low follower count
Opportunity Reach 2,500 Fans Use branded content
Threats Competitor to have stronger social media presence
Competitors upperhand in terms of following number
Best Channel Opportunity Instagram
Female Users According to Statista, 68%
of Instagram users are females.
Users Age Aesthetic According to Statista: 33%
of Instagram users between the ages of 30
and 49.
.
The photo editing and enhancement tools can
easily be used on Instagram to make images
look better.
Vertical Videos With the rise of TikTok and Reels, vertical videos are a good opportunity for The
Magic Cow to start producing vertical video
content.
Content Themes(Content Plan) Dates for social media posts and activations.
January 2022 Ice Cream Sandwich month
March 20XX Lorem ipsum dolor sit amet, consectetur
17 June 2022 National Ice Cream Day
4 July 202022 National Ice Cream Cake Day and Independence Day
8 August 2022 National Soft Ice Cream Day
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Sweet Aloha Ice Cream SWOT
The Magic Cow Sweet Aloha Ice Cream
Time · High quality homemade Ice cream · Affordable · Family owned business
· High quality homemade Ice cream · Affordable · Family owned business
Content Type Davie, Florida Ages: 25-54 Targeted Population: 15,212
Davie, Florida Ages: 25-54 Targeted Population: 15,212
Topic Fun family owned business Posting Frequency
Goal Posting Frequency Low follower count
Content Reach 2,500 Fans Use branded content
Threats Competitor to have stronger social media presence
Competitors upperhand in terms of following number
Editorial Calendar
Thank You