ADV Final Project
albany20
StudentExample1-1.pptxeCakeSupply Social Media Strategy
More than a cake and candy supplies distributor, eCakesSupply celebrates inspiration, creativity, and the baker's craftsmanship. eCakesSupply helps bakers achieve their dreams making them the largest distributors of bakeware and cookware with an extensive portfolio of brands that meets the needs of any baking and cake decorating enthusiast.
Brand definition
PERSONA
The-in-home-Cake Designer
Lifestyle:
45 to 54 years
Female
Married with children
Self-employed
Salary:$45K
Goals
Increase income
Improve cake-design techniques
Increase consumer/customer followers and potential customers throughout all used social media accounts
Family-driven
Social Media Post:
Takes picture/s of finalized job or cake design. Picture taken at home, cake studio, or client home
Takes picture/s ingredients and tools
Stories: How-to-videos on specific cake designs and/or techniques
Highly active on social media platforms despite age group
Priorities
In this segment, cake deliveries usually happen over the weekend. This results in a high focus for the cake designers to obtain all necessary products, and tools before Friday of each week.
PERSONA
The-in-home-Cake Designer
Personality:
• Down-to-earth
• Family Oriented
• Small-Town
• Honest
• Sincere
• Real
• Original
• Cheerful
• Sentimental
• Friendly
Demographic and Psychographic
Demographics (Strategic-message-focused):
33186, Miami, FL:
Total Population, 2021 [Estimated]: 67,778
Median Household Income, 2021 [Estimated]: $71,960.32
Age | 45 to 54 years, 2021 [Estimated]: 11,016
Language Spoken at Home | Spanish, 2021 [Estimated]: 43,348
Family Type | Married-couple with own children of the householder under 18 years, 2021 [Estimated]: 4,537
Unnecessary Criteria (i.e., data points, specific demographics categories):
- Educational Attainment | Bachelor's degree, 2021
Demographic and Psychographic
Additional Zip Codes to target:
Psychographics
VALS: Primary Type: Believers:
Members of this group typically:
Believe in basic rights and wrongs to lead a good life
Rely on spirituality and faith to provide inspiration
Want friendly communities
Watch TV and read romance novels to find an escape
Want to know where things stand; have no tolerance for ambiguity
Are not looking to change society
Find advertising a legitimate source of information
Value constancy and stability (can appear to be loyal)
Have strong me-too fashion attitudes.
What does your product or service do really well?
Personalized Service. The eCakeSupply team will help every customer find that specific product or accessory they need for their cake art and designs.
Who needs this?
Cake designers, bakers, cake-decorating enthusiast, cake shops.
eCakeSupply has two retail stores in Hialeah, and Kendall. They are also in the online channel – eCakeSupply.com. They offer high quality products, top brands, and competitive prices both offline and wholesale. eCakeSupply also has a high level of brand advocacy due to the customer experience the company provides. They are closed in the weekend and have a low presence in the online channel (website traffic). This could potentially be a weakness and their biggest area of growth.
Opportunities and threats
Communication Objective:
Increase overall web traffic among all demographics in the Doral area by 25% in 6 months.
Increase Instagram total followers by 25% in 6 months.
KPI:
Increase the number of websites clicks on Instagram by 5% per month.
Increase overall customer traffic to website by 5% per month.
Business Objective:
Increase sales of eCakeSupply in the Kendall store by 25% in six months.
KPI:
Sell $600 daily – Monday through Friday – Monthly Goal: $12K.
Smart goals and kpis
Main Channel: Instagram
Secondary Channel: Facebook
While Instagram is dominated by a younger audience, there are many young cake designers to target in this platform.
Facebook offer a channel to target the older crowd.
Social media channels
Main Channel: Instagram
Secondary Channel: Facebook
While Instagram is dominated by a younger audience, there are many young cake designers to target in this platform.
Facebook offer a channel to target the older crowd.
Social media channels
Q2-2022 Plan:
April: Perform large scale event at the biggest cake & candy expo in US: SoFlo
May: Inform eCakeSupply followers through Instagram stories the raffle/contest of up to $500 in merchandise (some items excluded).
June: Host Cake Designer appreciation event. During this event, eCakeSupply will host a party for the most loyal customers. This event will be transmitted live via Instagram. Plan budget for giveaways – up to 2K.
Content marketing plan
Purpose Why are you participating in social media?
eCakeSupply participates in social media to take advantage of the amount of traffics these platforms generate.
Objectives/Goals What do you plan to achieve with this social medium?
Increase Instagram total followers by 25% in 6 months.
Inform the audience on current promos and deals.
Share tips and tricks related to the cake industry.
Encourage dialogue among eCakeSupply customers/followers to increase organic social media growth.
How will you measure success? What statistics will be meaningful to you? (Number of hits, event attendance, brand recognition, inbound links, “likes,” comments, something else?)
Measure web traffic before and after campaign.
Social media followers.
Sales in the retail channel.
Sales in the online channel.
Execution and Maintenance What social media networks will you be using and how many accounts will you have for each network?
eCakeSupply will be using two social media accounts, Facebook and Instagram. One account for each.
Who will maintain it?
It will be maintained by a social media community manager – budgeting 1K monthly for this segment of the business.
What tools will you be incorporating (photography, video, polls, surveys, geo-location prizes, contests, etc.)? Do you have a budget for this?
eCakeSupply will be implementing video, photography, and contests. Currently with a budget of 1K with plans to increase next quarter.
Content marketing plan
Social Media Content Calendar
THANKS
