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. [email protected] (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