A complete and comprehensive social media marketing plan for local business Lee's Donuts. A great example of the quality of work I produce, with a specific emphasis on social media and online/digital marketing.

2. I
EXECUTIVE(SUMMARY(
Donuts have the distinct honour of being one of the world's favourite sweet treats and are seen around
the globe in various regional forms. From North America's glazed ring donut to Taiwan's twisted "horse
hoof" shaped donut; they are undisputedly delicious in all of their incarnations. Today, "per capita
Canadians consume the most doughnuts, and Canada has the most doughnut stores.”(1)
Lee’s Donuts is one of Vancouver's longest standing donut vendors and is located in the Granville
Island Public Market. They are a family-run establishment that produces handmade donuts with high
quality ingredients. Lee’s Donuts focuses on traditional flavours, however, they have begun to
integrate specialty trend-driven flavours for their clientele. Top Canadian Food Trends for 2013 noted
that, “donuts are making a huge comeback across Canada and have become a gourmet food trend.”
(2)
This trend has led to the rise of gourmet donut competitors: Cartems Donuterie and Lucky's Donuts
in Vancouver. Both Cartems and Lucky’s use high quality, local ingredients in their donuts and focus
on trend-driven flavours like bourbon bacon, Mexican mole and citrus dust. Both have sleek company
websites and Cartems’ website allows for the purchase of their product and provides eco-friendly
bicycle delivery. Moreover, each actively engages in utilizing social media platforms to better
communicate and build relationships with their customers.
Currently Lee’s Donuts does not engage in any form of social media and does not have a company
website. They have received publicity through various local and international television programs and
have been noted in print and online publications from the CMHC (Canada Mortgage and Housing
Corporation) who owns Granville Island. In addition, Lee’s Donuts has received a fair amount of user
generated content on Foursquare, Tripadvisor, Yellowpages, Granville Island Directory, Urbanspoon,
Dine Here, Yelp, YouTube, Vancouver Foodster, and a fan created Facebook page.
Lee’s Donuts’ lack of social media presence prevents them from having a higher level of reach,
awareness and engagement with their clientele, resulting in lost potential revenue. In addition, without
a social media presence user generated content becomes the voice of their company online which
could have both positive and negative implications depending on the quality and tone of the content.
Lee’s Donuts has an established clientele of local Vancouverites ranging in age, ethnicity, education,
income and social media savviness. For the purposes of this report the target market will be defined
as The Urbanite because of their high usage of social media, disposable income and ability to
influence virtual communities through content sharing.!
It is recommended that Lee’s Donuts create a company website and be actively engaged in various
social media platforms to create awareness and more meaningful relationships with their clientele and
potential clientele. It is recommended that Lee’s Donuts claim their location on geolocation sites such
as Google Places, Foursquare and Yelp to increase their search engine optimization and take control
of their company information. A unified brand image should be presented through to their website and
in all forms of social media. Overall, this will help build awareness, increased interest and greater
sales through repeat and new customers. The budget for this campaign is $50,000 and the timeline
spans one year, starting April 2013 and running until March 2014.

3. 1
TABLE OF CONTENTS
Company Introduction ............................................................................................................................ 2!
Analysis & Evaluation............................................................................................................................. 3!
External Analysis ................................................................................................................................ 3!
Cartems Donuterie: ......................................................................................................................... 3!
Lucky’s Doughnuts:......................................................................................................................... 3!
Political, Economic, Social and Technology Factors (PEST).............................................................. 4!
Internal Analysis.................................................................................................................................. 5!
EVALUATION OF CURRENT PROGRAMS .......................................................................................... 5!
Internal Assessment of Lee’s Donuts (1 being low and 5 being high) ................................................ 5!
Implications ..................................................................................................................................... 6!
Recommendations.............................................................................................................................. 7!
Goals & Objectives................................................................................................................................. 7!
Target Market ......................................................................................................................................... 7!
Who Visits Granville Island: ................................................................................................................ 7!
Who Visits Lee’s Donuts:.................................................................................................................... 8!
Target Audience:................................................................................................................................. 8!
Target Market:..................................................................................................................................... 8!
Strategy ................................................................................................................................................ 10!
Position: ............................................................................................................................................ 10!
Strategic Direction:............................................................................................................................ 10!
Tactics .................................................................................................................................................. 11!
Continuous Improvement ..................................................................................................................... 13!
Budget & Timeline ................................................................................................................................ 13!
References ........................................................................................................................................... 15!
Appendix............................................................................................................................................... 15!
Who Visits Granville Island: .............................................................................................................. 15!
Detailed Chart of Campaign Timeline: (see next page).................................................................... 15!

4. 2
COMPANY(INTRODUCTION(
Lee’s Donuts is a Granville Island landmark that has been in
existence for 34 years and has the distinct honour of being one of
the first vendors at the Granville Island Public Market. Lee’s
Donuts is now one of five original vendors remaining. The
business has been owned and operated by Alan Lee and his wife
Betty-Ann since its inception on September 22,1979.They both
have a passion for donuts and make all of their delicacies by hand,
with the freshest and best quality ingredients including locally made real fruit jams.
Granville Island Public Market has aproximatley10.5 million visitors each year, (8)
and Lee’s Donuts is a
busy and beloved place to visit for delicious desserts. The products that Lee’s Donuts provides to their
customers include donuts, donut holes, coffee rolls, fritters, mini fritters, long johns, bonbons, mini
puffs, muffins, mini muffins, brownies, cinnamon buns, sweet and savory crepes, lemonade, coffee,
tea, cold drinks, and hot chocolate. Lee’s Donuts does not offer catering; however they will do bulk
orders for special events and offices.
Some of the challenges that Lee’s Donuts faces are that they are limited in the number of large orders
they can fill because all their donuts are made by hand and they must ensure that they have the
appropriate number of staff scheduled to fill the orders. The owners believe they can further expand
their donut sales; however, they would have to confirm that the staff scheduling would accommodate
the increased demand. In addition, ensuring that their newer staff members consistently provide the
high level of service that Lee’s Donuts is known for can possibly be an employee training challenge.
The types of people who are customers of Lee’s Donuts include a wide range of the population.
These individuals can be broken down into 6 persona groups depicted as: The Urbanite, The Tourist,
The Family, The Student, The Retiree and The Foodie. The Urbanite, The Tourist, The Family and
The Foodie have a high degree of social media usage and can be influenced by social media in their
purchase decisions; they will be considered the target audience for this plan. In particular, The
Urbanite will be considered Lee’s Donuts social media target market because of their high usage of
social media, ability to influence others and their elevated level of disposable income.
Lee’s Donuts currently does not utilize any form of social media or paid advertising efforts and does
not have a company website. A social media campaign and website presence could be a fantastic tool
to increase the reach of Lee’s Donuts to the Vancouver community. It could help put Lee’s Donuts on
the map as a must-see place for International visitors. Lee’s Donuts has great potential to attract a
large group of followers through various forms of social media, creating a more interactive platform for
this Vancouver landmark to connect with its clientele.
(
1 - Betty Ann & Alan Lee, Owners

5. 3
ANALYSIS(&(EVALUATION(
External(Analysis(
Lee’s Donuts is the only donut shop on Granville Island, which helps to position them strongly within
the Granville Island Public Market; however, competitors such as Cartems Donuterie and Lucky’s
Donuts have recently popped up in Vancouver’s gourmet donut market.
Cartems(Donuterie(
Cartems Donuterie is located on Commercial Drive and in Gastown. They are considered a popup
shop. Cartems offer handmade donuts and delivery services. They use local ingredients and creative
flavors, such as their Makers Bourbon Bacon flavor, which consists of a bourbon glaze, topped with a
double smoked house cured candied bacon.
Cartems utilizes several social media platforms. They have active Facebook, Twitter, and Instagram
accounts, as well as a website. Their Facebook page is updated regularly with specials including
gluten-free options, pictures, status updates informing their followers what flavours are still available in
the shop and they engage in two-way communication with their social media community. Cartems
currently has 1,664 likes, which jumped up by 140 likes between January and March 2013. They
currently have ten photo albums showcasing their products and guests enjoying their products. In
addition, two photo albums were added in the same time period.
Their Twitter account has 2,636 followers, jumping up 174 followers in the same two months, while
following 843 people, and have tweeted 2,580 times, 351 of which were in the same time period. In
addition, their Twitter page has a branded background showcasing their specialty donuts.
Cartems’ Instagram account had 157 photos in January 2013, with that number jumping to 171 by
March. All photos on Instagram are of their products, guests enjoying their products, current specials,
images of their donuts being made in-store and lineups out the door. They have 846 followers, an
increase of 154 in the two mounth period, and follow 287 people.
They also have a company website at http://cartems.com. Their website is branded to mirror their
Facebook and Twitter pages. On it their story can be found, as well as a “find us” button, allowing
interested future guests to locate them easily, along with an order form for online purchases and their
Facebook and Twitter buttons. Cartems has a very strong social media presence and are consistent
with keeping their brand top of mind. Cartems is not located on Granville Island; however, their
downtown location can be viewed as a top competitor to Lee’s Donuts because of their relative
proximity and their product.
Lucky’s(Doughnuts(
Lucky’s is located in the 2900 block of Main Street. They too, pride themselves on their handmade
donuts and broadcast that they make everything from scratch. Lucky’s claims to use the highest
quality natural ingredients and are considered to be a gourmet donut shop in Vancouver; providing
competition for Lee’s Donuts. Lucky’s also promotes their product online by highlighting their specialty
donut flavors, such as their PB&J donut: a square donut, piped with jam on all four corners with
peanut glaze, and finished with crushed peanuts on top. Lucky’s is an up and coming hotspot; pairing

6. 4
their donuts with an organic, free trade coffee shop driving sales to one another and will be in many
people’s evoked set when thinking about a donut purchase.
They have an active Facebook page, Twitter account, and branded website. Lucky’s Facebook page
has 717 likes, jumping up 91 likes in two months, and they update their status every few days with
new product offerings, media coverage and special events that they host and sponsor.
Lucky’s is in constant communication with their clientele; answering questions and attempting to foster
and maintain interaction through online engagement. Lucky’s has four photo albums on their
Facebook page; the pictures are of high quality and are frequently updated. They post images of their
new flavored donuts, staff, establishment and donuts pairings with specialty coffee from the 49th
Parallel; the coffee shop they are paired with.
Their Twitter account has 1,218 followers, jumping 88 followers in the two month time period, follows
59 people and has tweeted 790 times. They tweet similar images to those displayed on their
Facebook page, answer questions and post humorous content around donut making and selections.
Their company website at http://www.luckysdoughnuts.com is branded and tells the story of how
Lucky’s came to be along with their strong connection to the 49th
Parallel coffee shop. Their website
provides access to online order forms, news stories and even online t-shirt sales. They have links to
49th
Parallel coffee shop and buttons to their Twitter and Facebook accounts. They also provide a
specific email for those who wish to contact them directly, and not publically. Overall Lucky’s has a
very strong social media presence.
Political,(Economic,(Social(and(Technology(Factors((PEST)(
Political((
Granville Island prohibits large corporate competitors, like Tim Horton’s, from entering the Public
Market; thereby protecting the current mom and pop shop vendors. The CMHC (Canada Mortgage
and Housing Corporation) lease agreement states that “no national/international chains or Franchises
will be considered.” (3)
Economic(
Granville Island attracts approximately 10 to 12 million people per year. (8)
People frequenting Granville
Island include Vancouver locals and tourists. If tourism were to decrease in Vancouver, the number of
visitors to Granville Island would decrease as well, which in turn would lead to a decrease in
customers for Lee’s Donuts. This comes into play when considering that larger chains of donut shops
can make more donuts at a lower cost and can charge their customers less; which may steal away
price sensitive customers from Lee’s Donuts.
Social(
Top Canadian Food Trends for 2013 noted “donuts are making a huge comeback across Canada and
have become a gourmet food trend. Donuts are receiving a lot of attention in the food and media
world.” (4)
There is also a trend to place a higher value upon buying hand-made or artisan baked
goods, which could be beneficial to Lee’s Donuts. In social media there is a large emphasis on food
and the “foodie” persona. Lee’s Donuts currently does not provide for a point of interaction in social
media, which could potentially harm their sales and potential for future growth. Finally,
according to Statistics Canada 2011, “BC has the second highest percentage (40%)

7. 5
of fruit and vegetable consumption and Vancouver had the lowest percentage of obesity in 2009.” (5)
Both statistics inferring that the population will most likely not begin to consume an increasing quantity
of donuts.
Technology(
An automated donut-making machine could be used at Lee’s Donuts, which in turn could mean less
staff needed and consequently more income for the owners. However, Lee’s Donuts considers their
hand-made donuts to be a part of their brand and are expected by their customers. This technological
adaptation could therefore potentially hinder their future sales.
Internal(Analysis(
Lee’s Donuts currently does not have a mission statement or a formalized brand image. In addition,
they have not engaged in any company driven social media or online outreach. A fan of Lee’s Donuts
created a Facebook page for them in August of 2011 and has received a sparse 41 likes from
followers with only six posts from the page creator, highlighting videos and links to encourage
comments. Two people are noted as “talking about Lee’s Donuts” online since 2011 and 126 people
have checked in on Facebook places to Lee’s Donuts. Their Facebook page only showcases one
photo album with twenty-three pictures of their product and staff members. This album has not been
updated since the page was first launched. While it is encouraging that a fan of Lee’s Donuts took the
initiative to create a Facebook page for them, the lack of maintenance and interaction of this page can
reflect poorly upon Lee’s Donuts. They could remedy this by creating their own company administered
Facebook page or by taking control of the current one. Lee’s Donuts showed some interest in the
development of a company administered Facebook page and hopes to have it available by 2014.
Lee’s Donuts currently has five videos on YouTube that were posted by fans and media, but they have
no videos that were posted directly from the organization and do not plan posting video clips to
YouTube any time in the near future.
Although internally Lee’s Donuts does not participate in any social media platforms currently, they do
have a social media presence on a number of user generated sites. All of the content on these sites
have been generated by the public and is not controlled or monitored by Lee’s Donuts. These sites
consist of: Foursquare, Tripadvisor, Yellowpages, Granville Island Directory, Urbanspoon, Dine Here,
Yelp, and Vancouver Foodster.
EVALUATION(OF(CURRENT(PROGRAMS(
Internal(Assessment(of(Lee’s(Donuts((
(on a scale of 1-5, 1(poor), 5(excellent))
Lee’s Donuts’ marketing engagement scores a one; currently Lee’s Donuts does not have a marketing
plan and does not have plans to develop one in the near future.
They score a one in their clarity of objectives. It is not clear how Lee’s Donuts is would like to pursue
their social media or marketing campaign; although there is a current employee who wishes to begin
social media engagement through the development of a Facebook page. Lee’s Donuts owners are
tentative about taking steps forward due to the required staff time to upkeep social

8. 6
media engagement and the cost of an integrated marketing campaign.
Lee’s Donuts scores three and a half for their social media presence because of their active fan base
on social media platforms. As explained above, Lee’s Donuts’ social media presence is minimal. Their
entire social media presence is created, monitored and updated by their fans. The large majority of
reviews listed on these sites are from satisfied customers.
Their look and feel scores as a one and their quality of content scores a two. Their fan generated
Facebook page is not being utilized to the utmost and is outdated. It does not fully express Lee’s
Donuts company personality and displays weak imagery and outdated content from 2011. Lee’s
Donuts company logo, Granville Island location, staff and management; indicate a community
oriented, family run business that cares about producing a quality donut and maintaining one-on-one
customer relationships. These attributes should be reflected in their online presence.
Lee’s Donuts scores a one for quality of interactivity. Lee’s Donuts lack of company driven social
media plays into the assessment of the quality of online interactivity. There are many people talking
about Lee’s Donuts on social media platforms, however Lee’s Donuts does not respond or thank any
of these contributors. There is no interactivity, or engagement, just a one-way dialogue towards Lee’s
Donuts.
They score a one for evaluation. Lee’s Donuts currently does not utilize any social media
measurement tools and does not provide the opportunity for online feedback.
Lee’s Donuts scores a one for their integration with online media. They currently do not have a
website and do not utilize any social media platforms.
They score a one for offline marketing integration. Lee’s Donuts integration with offline marketing
materials is minimal. They are promoted within Granville Island’s printed directories and have basic
marketing and sales materials like in-store display menus, logoed napkins and business cards;
however their overall offline marketing effort is very basic. Lee’s Donuts did not indicate an interest in
expanding their present offline marketing effort.
Lee’s Donuts’ lack of social media engagement represents both a weakness and an opportunity. By
starting from scratch, Lee’s Donuts can create a strategic social media campaign that is aligned with a
newly formed integrated marketing campaign. This would project a unified company image and
message. The IMC tools utilized will direct all current and potential customers to visit the company’s
new website or to visit their physical location on Granville Island.
Lee’s Donuts is a small, family run business and has limited resources for mass social media
outreach. The store’s owner, Betty-Ann Lee, feels tentative about moving into the world of social
media; however, she indicated that members of her staff would like to take a first step by creating a
company Facebook page, to be active by March 1, 2014.
Implications(
Lee’s Donuts is currently not engaging in any forms of marketing initiatives or social media and does
not have a company website. They have received publicity from Shaw TV's “The Express”, the CMHC
(Canada Mortgage and Housing Corporation) owners of Granville Island, City’s “Breakfast Television”,

9. 7
Joey Restaurant and Japan TV. There has been a fair amount of user generated content.
The implication of the data collected from the internal and external analysis indicates that Lee’s
Donuts does not have as large a reach or awareness as they could. Furthermore, their lack of a social
media presence and response to people’s comments could lead to negative perceptions amongst their
clientele, something Lee’s Donuts cannot afford with strong donut shops challenging them.
They do however have some current strengths: people are talking positively about Lee’s Donuts,
which gives them a strong brand, strong word of mouth and content to draw upon when they begin
their social media campaign. By starting from scratch, Lee’s Donuts can create a strategic social
media campaign that is aligned with a newly formed integrated marketing campaign (IMC), projecting
a unified company image, mission statement and message. Lee’s Donuts has over 33 years of loyal
customers, which means they have brand loyalty and customers who are willing to connect with them
over their competitors, in spite of their lack of social media presence. In addition, these customers can
provide Lee’s Donuts with a broad database of potential leads that can facilitate customer relationship
management strategies. Lee’s Donuts’ location also plays into their strengths. Grandville Island Public
Market attracts approximately 10 to 12 million customers visiting every year. People love Lee’s Donuts
products and they have a built in customer base for new and existing customers. Food trends are
beginning to support hand-made baked goods, made with fresh, local ingredients. A focus is shifting to
“gourmet” artisan donuts, that can be seen from the development and popularity of decadent donut
shops popping up around Greater Vancouver.
Recommendations(
Based upon the evaluation and analysis of Lee’s Donuts current social media efforts, which are
minimal, Lee’s Donuts needs to establish a greater presence in the social media landscape in order to
increase sales and grow the business.
GOALS(&(OBJECTIVES(
The main goal for Lee’s Donuts is to harness their potential reach and brand awareness by setting up
an online presence. Lee’s Donuts has the ability to reach a larger demographic and increase sales,
but they have been stagnant in the digital world until now. In one year, Lee’s Donuts will aim to
achieve 1,000 likes on Facebook, 200 Followers on Instagram and have 104 photos that have been
taken twice per week through the year. In order to ensure that these objectives get met, Lee’s Donuts
will have a milestone checkpoint six months into the campaign. At this six month mark, Lee’s Donuts
will determine if they are on mark to meet their one year milestones or if they need to increase their
social media efforts.
TARGET(MARKET(
Who(Visits(Granville(Island!
(Reference Appendix)

10. 8
Who(Visits(Lee’s(Donuts(
Lee’s Donuts is a family run business that has the honour of being one of the first vendors at the
Granville Island Public Market. Lee’s Donuts has been in existence for 34 years and in this time has
built a dedicated and diverse group of customers, majorly composed of people who live in the local
area. Betty-Ann Lee, owner, stated “generations of families frequent Lee’s Donuts, from great
grandparents to toddlers. Even people who grew up in Vancouver and then move to the suburbs still
come back to Lee’s Donuts to purchase their donuts.”(6)
During the majority of the year approximately eighty percent of Lee’s Donuts customers are from the
Vancouver area and twenty percent of their customers are tourists. During the summer months fewer
locals frequent the Public Market and compose approximately fifty percent of their customer base and
tourists compose the remaining fifty percent. (6)
The types of individuals who are customers of Lee’s Donuts incorporate a wide range of the
population including individuals ranging in age from 5yrs - 95yrs. These demographics consist of
families, singles, students, local businesses owners and tourists from a variety of cultural and
educational backgrounds as well as income levels.
Target(Audience(
Lee’s Donuts customers can be broken down into 6 persona groups depicted as: The Urbanite, The
Tourist, The Family, The Student, The Retiree and The Foodie. The following table (page 9) describes
each persona type and their level of social media behavior. The Urbanite, The Tourist, The Family and
The Foodie have a high degree of social media usage and can be influenced by social media in their
purchase decisions; they are considered the target audience. While The Student is highly involved in
social media, they tend to be difficult to sway and are fickle in terms of their product loyalty, as well as
have less discretionary income; therefore they will not be included in the target audience.
Target(Market(
Out of the six personas of Lee’s Donuts target audience; The Urbanite is Lee’s Donuts specific target
market. The Urbanite is male or female between the ages of 25 and 35 years old and lives in the
trendy metropolitan districts of Vancouver such as Yaletown, South Granville, Main Street, Gastown
and the Downtown Core. These urban neighborhoods are a short commute away from Granville
Island, which makes Lee’s Donuts easily accessible to this market. They are young, working
professionals who do not yet have a family of their own and therefore have a large discretionary
income to spend. The Urbanite always knows the hottest places to eat, the next big trend; they take
pride in their city and put a value on local products. They are not price-sensitive and will instead seek
out high-quality goods. The Urbanite frequents popular social platforms such as Facebook, Twitter and
Instagram, and often access these via mobile applications since they are always on the go. Social
feedback is essential to The Urbanite so they are frequently editing and sharing photos of their
everyday activities. When they look for information on where to go next and what’s happening in the
city, they call upon their top sites such as Yelp, Urban Spoon and Vancouver Is Awesome.

11. 9
USER PERSONAS FOR LEE’S DONUTS
The
Urbanite
The Tourist The Family The Student The Retiree The Foodie
Name Paige
Thomas
Kazuyuki
Ono
Raman
Gupta
Elika Chow Stewart O’Neil Elton Brown
Age 34 28 44 19 64 52
Location Vancouver Niigata,
Japan
Vancouver Vancouver Vancouver Vancouver
Home Life Paige lives
with her
boyfriend in a
1 bedroom
apartment in
Yaletown
Kazuyuki is
in Vancouver
for 5 days
and is
excited to
see the city’s
most popular
sites
Raman lives
with her
husband and
two young
children in a
large house
in Kitsilano
Elika lives
with her
parents in a
medium
sized house
in Mount
Pleasant
Stewart lives
with his wife in
a co-op
townhouse in
False Creek
Elton lives
with his
partner in a
luxury 3-
bedroom
condo in the
West End
Work Life Paige works
as a lawyer
at a large law
firm located
in the
downtown
core
Kazuyuki
works for
Toshiba as
an electronic
engineer
Raman is a
nurse who
works for
Vancouver
General
Hospital
Elika is a
chemistry
student at
UBC and
considers
herself a
great baker
Stewart is a
retired
Psychologist
who ran his
own practice
for 37 years
Elton is a
gallery owner
which
specializes in
modern art
Donut
Buying
Behaviour
Paige orders
4 dozen
donuts to be
couriered to
her office
every
Tuesday
morning
He loves
trying
different local
foods while
on vacation,
including
sweet treats
She buys
donuts for
her family
every
weekend
after her
children’s art
classes
Elika likes to
go to hang
out with her
friends on
Granville
Island during
the week to
study and eat
tasty donuts
for brain fuel
He walks
down to
Granville
Island three
days a week
with his wife to
grab a donut
and a coffee
Elton loves to
find the best
eats and
shops for his
produce and
his donuts
with his
partner at the
Public Market

12. 10
Social
Media
Behaviour
Paige follows
international
and local
news groups
on Twitter,
loves Ms.
604 &
LinkedIn
He writes his
own travel
blog, updates
pics on Flickr
and stays in
touch with
friends on
Facebook
She has a
Facebook
page, and
loves
mommy
blogs
She is highly
active on
Twitter,
Facebook,
YouTube,
Pintrest &
enjoys social
gaming
He is not all
that into social
media, but is
connected with
family through
a basic
Facebook
account
He actively
uses YELP,
Foodzie,
Urban spoon,
Chow, Flickr,
The Ghetto
Gourmet &
All Recipes
STRATEGY(
Position(
Lee’s Donuts is positioned as a leader in handmade donut shops in Vancouver. They should be
prominent in Vancouverites’ and tourists’ evoked sets when considering purchasing handmade donuts
in Vancouver. Lee’s Donuts has an excellent location, close to the downtown core, that has a high
degree of traffic from locals and tourists. Compared to other donut shops in Vancouver, Lee’s Donuts
is the longest standing. Lee’s Donuts’ handmade donuts, high quality ingredients, location and
customer service help place Lee’s Donuts ahead of the competition. Therefore, Lee’s Donuts
company personality will be family oriented; focusing on family feel. With the same ownership and
operation for the past 34 years, where customers receive the highest quality service along with the
highest quality product, and generations of local families come to purchase their donuts time and
again, this personality is ideal.
Strategic(Direction(
Given Lee’s Donuts’ lack of online presence or marketing in general, the main goal of their marketing
strategy is market penetration and brand recognition.
In an interview with owner Betty-Ann, she stated that when Lee’s Donuts receives publicity there is
typically an increase in customers of approximately 33% (6)
, which suggest that the public will be more
likely to visit Lee’s Donuts if they are aware of it (especially those who are already donut-consumers).
This applies to local Vancouverites and tourists alike. Thus, by further penetrating the already existing
market with steady marketing efforts, Lee’s Donuts will likely be able to increase their average number
of consumers sustainably and profitably. Since the only online presence Lee’s Donuts is entirely user-
generated content, such as reviews, increasing their presence in the digital world as well as delving
further into the market can be achieved by simply establishing the basics, such as a website and some
social media.
The second option for market penetration is appealing to current customers and encouraging more
frequent purchase of their donuts. This might be done via the same online channels, but with different
content approaches focused on customer appreciation, loyalty, and a greater connection with long-
time customers who already have a solid relationship with the brand and its owners.
Overall, their lack of presence means the emphasis of their social media should be to establish
themselves in the online space, both for current customers and potential new ones to find them,
thereby extending their reach.
Online!Personality!Traits(

13. 11
Based on Lee’s Donuts strengths of a long-standing, locally owned, high-quality shop, their online
personality will capitalize by using the following traits in their online voice: personal (since many long-
term customers already know the owners); family-oriented (because families are one of their key
demographics and they are family owned); 1-on-1 attention (given that their customers are used to a
highly personalized approach); comforting (since the owners are warm people and donuts are a
comfort food); natural (because they are hand-made and use specially selected ingredients); and
finally, local community feel (given their location and high degree of customers from the Vancouver
area).
TACTICS(
Lee’s Donuts will be using several different social media networks in order to promote themselves
online. These examples can be found in the creative samples provided.
First, they will be creating a basic website to list their hours, location, story, employees and founders,
menu, press attention and reviews, and value proposition. It will also point to their social networks (as
discussed below). This will serve as one of their two main spaces online. Once the website is set up, it
will require very little maintenance or updating. Its purpose is simply to establish a presence online
and give the information potential customers require to find their location and become consumers.
That said, “fresh” content will be added in the form of a Facebook feed widget and Instagram widget
so that visitors might see the latest happenings without the owners needing to edit the webpage. A
creative sample of the home page is included in the appendices of this document.
Once the web page is established and social media content has been regularly posting (see attached
timeline for exact details), Lee’s will begin a pay-per-click campaign through Google directing users to
one of two unique landing pages on their website. The first will include enticing photos of their latest
culinary creations coupled with a coupon to try them when they visit the store in a certain time period;
the other will include the same photos with a call to action to suggest visitors like their Facebook page
to be included in more updates and flavors as they arise. All campaigns will be A/B tested and the
landing pages will be tracked with Google Analytics. Further discussion of measurement is included in
the Continuous Improvement section.
Second, Lee’s Donuts will take control of the Facebook page that already exists for their business.
This will be their primary hub for their social media activities. It has already had some interest from
customers as well as the owners, who are wary of digital marketing in almost all forms; it also syncs
well with the other networks listed below. It helps to augment their content by being a central source
for their updates and cross-posts and is one of the networks that Lee’s Donuts’ target market (The
Urbanite) most frequents. Overall this means a central and more efficient online space to work for their
social media manager. Most importantly though, Facebook’s ability to keep the attention of customers,
its customer service capabilities, ability to create dialogue with current and potential consumers, and
emphasis on visual content are all big advantages for Lee’s Donuts in using this platform.
Suggested improvements for their current Facebook page are included in the appendices. Their
content strategy will focus on the visual imagery of their products (cross-posted from Instagram as
well), sharing their fresh creations, seasonal items, and customers enjoying their product. Photos will
be posted twice per week. Moreover, the page will be monitored daily for
conversations, and the owners and social media manager will respond within 24 hours

14. 12
to all comments and messages. Finally, status updates will be posted on two different days (to be
determined based on Insights) from their photos, asking fans questions, to vote in polls, complete fill-
in-the-blanks, and other such text-based posts to generate discussion and engagement.
In order to boost Lee’s Donuts’ number of likes on their Facebook page, they will begin a pay-per-click
campaign using Facebook’s advertising capabilities. This campaign will focus on their target market
and bring users back to their Facebook page. Its copy will encourage users to like the page to see
new recipes, special offers, and the latest updates, as well as show which of their friends already like
Lee’s Donuts’ Facebook page.
Once the content strategy is rolling and the Facebook PPC campaign has generated a larger user
base, Lee’s Donuts will begin purchasing Sponsored Stories through Facebook as well. These will
primarily be any new or seasonal donut flavors that come out, and suggest that users like their page to
be the first to know of them. These posts will again focus on imagery of their delicious new product,
encouraging clicks by targeting stomachs and taste buds.
Third, Lee’s Donuts will establish a presence on Instagram to boost their social media presence in an
alternative and visually focused form. Lee’s Donuts’ products are highly photogenic, and given that
food is one of Instagram’s most commonly created and shared subject (especially desserts), Lee’s
Donuts has an innate advantage in this space and can gain traction relatively easily. Moreover, the
technological and hardware investment would be minimal, which is uncommon for photo-based
marketing. Instagram photos will be cross-posted to Facebook for optimum reach.
Another alternative social media outlet that Lee’s Donuts will employ is a one year blogger outreach
campaign. This will consist of Lee’s Donuts seeking out Vancouver’s top food bloggers, possibly those
specializing in delicacies, to visit them, try one of the donuts, and write a blog about their experience
at Lee’s Donuts. Bloggers have a substantial following and are able to reach niche markets, such as
the trendy urban donut connoisseur. Lee’s Donuts will reach out to a different blogger every month
throughout the yearlong campaign. This will ensure that Lee’s Donuts products are consistently being
written about throughout the year in order to encourage repeat visits.
Finally, Lee’s Donuts will claim their venue on geolocation sites such as Google Places, Foursquare,
and Yelp. This will have two main benefits: first, it will help their Search Engine Optimization for their
freshly created website, as recommended. Second, it claims a space that already exists online; Lee’s
Donuts already has 64 reviews on Yelp with a four-star rating and 217 check-ins and 9 tips on
Foursquare. This user-generated content suggests many consumers who are eager to share their
opinion about the Lee’s Donuts experience and by claiming the space and branding it as their own
they are far more likely to generate further reviews, comments, and user engagement.
Regarding overall content, Lee’s Donuts will rely mainly on photographs, primarily from a smart phone
for ease of updating while on the job, as well as some simple text-based posts where applicable. This
is in addition to the basic description and store information that is to remain on the networks
permanently. Their other content emphasis will be on responding to customer requests, suggestions,
and overall user feedback. The brand’s long history with the same owners means many loyal
customers and those strong relationships are to be continued on social media as best as possible.
Automatic cross-posting will be used with discretion when relevant and applicable to ease the amount
of work for the social-media averse owners.

15. 13
Lastly, Lee’s Donuts will check their social channels at open and close each day to monitor for
comments and user input. The setup of their website and claiming their venues on geolocation sites
will take an initial time investment, but require less time on an average basis once completed.
CONTINUOUS(IMPROVEMENT(
Lee’s Donuts will monitor their social presence in order to ensure their initial foray into social media
marketing proves useful, successful, and profitable.
Each network will be measured by different means, and have its progress benchmarked against its
initial statistics using KPIs specific to that network. While these may be some of the more basic
measurements, they are the necessary ones regarding their overall goal of brand awareness and
reach. For Facebook, Lee’s Donuts will scrutinize their total likes, friends of fans, people talking about
this, and weekly total reach. They will also make note of their gender, age, and location demographics.
Finally, they will note the page posts section of their overview so that they might see what types of
posts generate the best response. Their website will use Google Analytics to determine number of
unique visitors, page views, and source so that they know how much interest they are generating,
what visitors are interested in, and where they are coming from. Finally, Lee’s Donuts will monitor their
Instagram to measure the KPI’s of overall likes and average number of likes per picture.
For conversation monitoring, Lee’s Donuts will look at their accounts at open and close each day to
make sure they are adequately responding to user input, questions, and concerns. Negative posts will
not be removed but addressed formally and publicly (at least initially) to maximize transparency and
stay on-brand with company friendliness.
Finally, any links used in social media postings will have Google Analytics tracking code attached to
them (if directing to their website), and be shortened using analytics software such as HootSuite or
bit.ly. These programs will then be leveraged to determine where traffic comes from, what posts and
content deliver the most engagement, and what can be capitalized on for future successes. Social
media audits of all KPI’s and analytics will be done on a quarterly basis, as outlined in the timeline.
BUDGET(&(TIMELINE(
To fund its social media campaign, Lee’s Donuts has an overall budget of $50,000; this includes all of
the costs associated with executing the campaign as well as maintaining the campaign. Tactics such
as Facebook page set-up, Google Places, Instagram, Yelp and Foursqaure accounts are all being set-
up by Lee’s Donuts employees and therefore costs are calculated based upon hourly wage and hours
spent. Please see below for a detailed costing chart of all the different social media tactics that Lee’s
Donuts will employ. Note that budgets for monitoring social network as well as data and measurement
are based upon a costing for one year and will also be completed in-house by Lee’s Donuts
employees. Monitoring social networks is based upon an average of 30 minutes a day and data and
measurement is based upon an average of one hour a day. (See page 14 for Budget breakdown).
Timeline for this campaign is one year, starting April 2013 and running until March 2014. There are

16. 14
milestones throughout the year, in order to reach the yearend goal of having 1,000 Facebook Likes
and 200 Instagram followers. Please see the Appendix, for a detailed chart of the campaign timeline.
Activity Number of Hours CPH Total
Website
-
$
-
$
15,000.00
Facebook Page Set-Up
3
$
12.00
$
36.00
Blogger Out-Reach
-
$
-
$
3,364.00
Paid Search on Google
-
$
-
$
5,000.00
Paid FB Page Like Ads and Sponsored
Stories
-
$
- $20,000.00
Instagram
3
$
12.00
$
36.00
Google Places
Yelp
Foursquare
Activity - Continuous Improvement
Number of Hours /
Year
CPH Total
Monitoring Social Networks
182
$
12.00
$
2,184.00
Date and Measurement
365
$
12.00
$
4,380.00
Total Campaign $50,000.00

17. 15
REFERENCES(
1) http://www.cbc.ca/player/Digital+Archives/Lifestyle/Food/ID/1627179648/
2) http://ca.shine.yahoo.com/blogs/shine-on/canadian-food-trends-look-forward-2013-
92151093.html
3) http://www.granvilleisland.com/leasing
4) http://ca.shine.yahoo.com/blogs/shine-on/canadian-food-trends-look-forward-2013-
192151093.html
5) http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/health90b-eng.htm
6) Interview with Betty Ann Lee, Owner – February 24, 2013
7) http://www.theepochtimes.com/n2/canada/vancouvers-granville-island-20317.html
8) http://www.youtube.com/watch?v=HAQ9Zz3o9FA&feature=player_embedded
APPENDICES(
Who(Visits(Granville(Island(
Lisa Ono, Manager of Public Affairs & Programming for Granville Island, described in her May 19,
2011 interview in Good Food World the makeup of who visits Granville Island:
Granville Island draws 10.5 million people each year (7)
. Over seventy percent of Granville Island's
business is from the local community, who tend to shop at the Public Market from one to three times
per week for their everyday food products. Fifty percent of the traffic on Granville Island is from out of
town and the other fifty percent is from people who live within driving distance of Vancouver. Frequent
visitors of Granville Island love that it has local business owners who are experts that know their
products well and sell goods of extremely high quality. People love the quality and are willing to make
a special trip to Granville Island for that. (8)
Granville Island also offers an ambiance that does not compare with any other super market. People
enjoy shopping at Granville Island's Public Market. This type of feeling is not typically what is
expressed about a general grocery shopping experience. Granville Island provides both a shopping
and a cultural experience, where people can bring their kids, enjoy beautiful vistas, listen to fantastic
musicians, relax outdoors while having a coffee or sit down and have a meal in one of the restaurants
(8)
. Tourists also love to visit Granville Island because they get to feel like a local Vancouverite (7)
.
Granville Island's Public Market is considered to be so much more than just the public market; locals
really embrace it and consider it a treasure in their city. (8)
Campaign(Timeline(
Please see next page.

18. !