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Digital Media Campaign (PART 1: Paper/Project Details)

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YELLOW SUB GASTROPUB: This is a mock digital media marketing collaborative group project. this is Part 1 of 2 of this project: Digital Media Campaign- Yellow Sub Gastro Pub. The base idea is that a new restaurant is starting up and we are creating a campaign focused on all digital media elements and platforms. This paper clearly outlines suggestions and strategic plans to best represent the restaurant on digital platforms and social medias.
Part 2 is the Presentation/PowerPoint which focuses on showing what the paper is explaining, such as digital examples and social media content.
Again, credit to my project partners (team), excellent group to work with: Trever Panter, Eli Jones, and Jesse Baxter.

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Digital Media Campaign (PART 1: Paper/Project Details)

  1. 1. Running Head: YELLOW SUB GASTRO PUB 1 Digital Media Marketing Campaign Jesse Baxter, Eli Jones, Trever Panter, and Lauren Sittig COM 359: Digital Media for PR – Flagler College Tallahassee December 3, 2015
  2. 2. YELLOW SUB GASTRO PUB 2 Table of Contents Section I: Campaign Objectives...................................................................................................................3 A. Campaign Goals.................................................................................................................................3 Section II: Competitive Analysis.................................................................................................................4 A. Competitive Set..................................................................................................................................4 B. Digital Media Selection Analysis.......................................................................................................4 Section III: Target Audience Analysis and Recommendations ...................................................................6 A. Target Audience Description .............................................................................................................6 B. Assessment of Product Awareness/Knowledge .................................................................................7 C. Digital Media Behavior......................................................................................................................8 D. Target Audience Responsiveness to Digital Channels.......................................................................8 Section IV: Digital Media Selection Rationale............................................................................................9 A. Rationale for Digital Channel Selection ............................................................................................9 Section V: Media Strategy......................................................................................................................... 12 A. Media Selection................................................................................................................................ 12 B. Target Audience for Each Channel .................................................................................................. 13 C. Timing/Frequency............................................................................................................................ 14 D. Messaging/Content........................................................................................................................... 15 E. Call to Action for Each Channel....................................................................................................... 16 Section VI: Budget and Flowchart............................................................................................................. 18 Section VII: References............................................................................................................................. 21 Appendix A................................................................................................................................................ 22 Appendix B................................................................................................................................................ 23 Appendix C................................................................................................................................................ 27 Appendix D................................................................................................................................................ 28 Appendix E ................................................................................................................................................ 29
  3. 3. YELLOW SUB GASTRO PUB 3 I. Campaign Objectives A. Campaign Goals Yellow Sub Gastro Pub’s Free Love digital media campaign goals/objectives will be geared toward boosting brand awareness, engagement, and sales during the restaurant’s launch. This will be accomplished through the creative execution of campaign-relevant content which will be presented through the appropriate digital channels as outlined in this strategy. Below is a list of the primary campaign goals and their key performance indicators (KPIs): The goal of the Yellow Sub Gastro Pub’s Free Love campaign is to: 1. Create a consciousness of the restaurant among 39.2% of the full target audience through the pub’s website. The chief KPI used to measure this goal’s progress is achieving the full 39.2%, or 73,000 unique visitors to the pub’s website. 2. Increase audience engagement through social media platforms such as Facebook and Twitter. The KPI used to measure this goal’s progress is achieving 25%, or 18,250 campaign hashtag #freelovegastropub mentions among the restaurant’s target audience. 3. Achieve a 20% ROI or $194,400 from the $162,000 initial campaign investment. The KPI to measure this goal’s progress is achieving the noted percentage from in-restaurant sales over the campaign’s six-week duration. B. Creative Messaging The Yellow Sub Gastro Pub’s Free Love campaign is primarily designed to increase the volume of in-restaurant traffic between the hours of 7:00 and 11:00 PM. This will be achieved through an extended happy hour special available every day throughout the week where all items in the cocktail section and select items in the beer section of the drinks menu may be ordered as a two-for-one special. The message for the campaign will be displayed through visual imagery
  4. 4. YELLOW SUB GASTRO PUB 4 appropriate for the various digital media as “Free Love, Buy 1 Get 1 Drink Specials 7-11 PM Daily.” II. Competitive Analysis A. Competitive Set Based in Tallahassee, Florida, the Yellow Sub Gastro Pub has a range of primary and secondary competitors spread throughout the area. Primary Competitors The pub’s primary competition includes restaurants with interactive and viewable entertainment, eclectic menu options, unique bar-oriented drinks, and amusing themes appealing to a similar target audience to that outlined in this strategy. Primary competitors include Fermentation Lounge, Sidecar Gastrobar, The Crum Box Gastgarden, Proof Brewing Company, and St Michael’s Pub. It should also be noted, each competitor’s use of digital media – website, email, social, mobile, and paid search – factors into its designation as primary competitor. Secondary Competitors Geographic location and food similar to that of the Yellow Sub Gastro Pub are the main factors considered with regard to secondary competition. As such, All Saints Café and The Crepevine are secondary competitors due to a relatively close proximity to the Railroad Square area and an availability of similar food types. If the geographic range is broadened to include all of Tallahassee, other secondary competitors will include Vertigo Burgers and Fries and Bird’s Aphrodisiac Oyster Shack due to food/menu options and an atmospheric ambiance similar to the Yellow Sub Gastro Pub. B. Digital Media Selection Analysis How Competitors Use Digital Media
  5. 5. YELLOW SUB GASTRO PUB 5 The chart below examines the restaurant’s primary competitors’ use of digital media. The breakdown covers the competition’s websites, social media, email use, mobile applications, and paid search, as well as the effectiveness of competitive efforts. Primary Competitors → Digital Media ↓ Fermentation Lounge Sidecar Gastrobar Crum Box Gastgarden Proof Brewing Co. Brand Website • Brand Logo clear • "Call-to-action" for social media (Facebook) • TABS (3): a) Eats b) Craft Beer & Wine c) Entertainment • “Drinking Socially”- one day a month Fermentation Lounge hosts a charity and that night a portion of sales are donated towards that cause. • Facebook offerings throughout site • Google maps location, address, hours and phone number are available at the bottom of each page on the site. • TRIVIA promoted, held on Wednesday evenings. • Brand Logo clear • "Call-to-action" for social media (Facebook, GOOGLE+, Instagram, Twitter) • TABS (7): a) Home b) Food Menu c) Drink Menu d) Wine Menu e) Happenings f) Contact Us g) Gallery No Website actually. (see social media) • Brand Logo clear • "Call-to-action" for social media (Facebook, Foursquare, Instagram, Twitter) • TABS (10): a) Home b) Locations c) Beer d) Events e) Our Team f) News g) Contact h) Society of Liquid i) Get Social j) Event Hosting Social Media Facebook, this is the only social media Fermentation Lounge is involved with. Fermentation Lounge provides an incentive to customers for following/liking their Facebook page, They have a strong profile, with updated contact inforation and address, they have a positive response time to FB messages, "Typically replies within a day", they have a good amount of followers and post frequently staying active. Google Plus+, Instagram, Twitter, & Facebook are the social media platforms used by Sidecar. This business uses social media to promote events/live music at their restaurant and engage the audience. Facebook is also this brand's main website. The Crum Box Gastgarden does not have a domain and since they are located in Rail road Square they are briefly featured on Rail Road Square's website, but even there it states "Facebook" is Crum Box's website and encourages viewers to go there for more information. Other "social medias" associated with the Crum box are UrbanSpoon/Yelp. Unlike the other restaurants, the Crum Box Gastgarden prefers to let testimonials to speak for their restaurant and brand through customer conversations and reviews on these social media platforms- Facebook, Yelp, & UrbanSpoon. Twitter, Instagram, Facebook, & Foursquare- social media platforms for PROOF. Email Fermentation Lounge does not encourage users to sign up to be on email list. They also don't offer an email address to contact, even though they include address and phone numbers. Provides an email address to contact on their Facebook page , but does not encourage users to sign up to be on email list, not sure they have an email list. Most of their consumer engagement is done via Facebook (social media). Provides an email address to contact , but does not encourage users to sign up to be on email list. Offers viewer to "sign up for our mailing list", by entering your name and email. An interesting fact- PROOF is the only primary competitor who some how promotes a mailing list for consumers to sign up for. Mobile Website is compatable with mobile/tablet devices. Website is compatable with mobile/tablet devices. Facebook (brand's site) is compatable with mobile/tablet devices. Website is compatable with mobile/tablet devices. Paid Search N/A, none N/A, none N/A, none Facebook Ads
  6. 6. YELLOW SUB GASTRO PUB 6 III. Target Audience Analysis and Recommendations A. Target Audience Description The target audience is made up of college students, white-collar workers, and beer enthusiasts. Below is a brief description including age range, education, income, and interests for each segment of the restaurant’s target audience. White Collar Workers The white collar worker is in the age range of mid-20s to early 50s with an average age of 32 years. He or she is college educated, married with approximately two children, and earns between $40,000 and $75,000 annually. This demographic encompasses a broad range of personal interests which include date nights, game nights, evening outings with family, weekend trips with friends, and novel experiences. Regarding restaurant experiences, the white collar worker is searching for a unique, moderately priced lunchtime option during the workweek or a fun, high-quality dinnertime experience during evenings and weekends. Being as lunch hours constitute personal time for the white collar worker, time spent individually or with coworkers must be in a fun environment with a relaxed atmosphere and quality food. College Students The traditional college student’s age ranges between 18 and mid-20s with an average age of 21 years. He or she has a high school education and is in pursuit of a college degree, currently dating, and earns $15,000 or less annually. This demographic has a large breadth of personal interests including social interaction through dating, games, nights out with friends, study groups, and new experiences.
  7. 7. YELLOW SUB GASTRO PUB 7 The college student’s interests pertain to the Yellow Sub Gastro Pub as the restaurant presents a unique in-between-class, nighttime, and weekend experience. The business’s Beatles theme appeals to both classic music enthusiasts and those looking to impress dates, friends, and study partners with a pleasantly unusual atmosphere with fun food options within a reasonable price range to the budget-minded student. Beer Enthusiasts The beer enthusiast’s age ranges between 21 and mid-50s with an average age of 32 years. This demographic/psychographic is largely male, has taken some college, is in a long-term relationship, and earns between $40,000 and $65,000 annually. This group has a preference for unique drinking experiences centered on new, varied, and rare craft beers. The beer enthusiast will take an interest in the Yellow Sub Gastro Pub as the restaurant’s drink menu will feature both Beatles-themed cocktails and an assortment of local craft brews. The pub will provide a unique atmosphere for conversation-intensive craft brew drinkers to host dates, friends, and family. B. Assessment of Product Awareness/Knowledge The restaurant is located in the avant-garde Railroad Square section of Tallahassee’s College Town district, just east of Florida State University and the downtown area. Restaurants and bars such as Crepevine, Gaines Street Pies, Beta Bar, and Railroad Street Bar & Grill compete for the attention of the college market and beer enthusiasts while presenting an eclectic range of unique lunch and dinnertime options for the area’s white collar workers. The fickle sentiment of college students, experimental nature of beer enthusiasts, and new experience-seeking attributes of white collar workers reduces the likeliness of brand loyalty to restaurants, bars, and pubs throughout Tallahassee, and particularly so in the college district. As
  8. 8. YELLOW SUB GASTRO PUB 8 such, product awareness/knowledge for the Yellow Sub Gastro Pub ranges from the middle to low end of the spectrum with the majority of the restaurant’s target audience acquiring on-the- spot knowledge by digital, especially mobile, means. C. Digital Media Behavior The Yellow Sub Gastro Pub’s target audience segment use all forms of digital media to obtain product information, make purchases, and communicate with fellow friends and consumers. The college student segment has a predilection for using the mobile portion of digital media for instant research purposes; they learn about new products and services through friends on social media, buy items through shopping applications, and share their purchase experiences with others online. Beer enthusiasts use a mix of mobile and at-home digital media in the form of social media, brand emails, and online research to learn about new beverage options; upon visiting a new bar, pub, or brewery, beer enthusiasts share their experience with friends via social media and online reviews. White collar workers, on the other hand, use both mobile and stationary digital media with a preference for stationary digital to research product and service options; like beer enthusiasts, white collar workers rely on social media, brand emails, and online information to make choices and share their thoughts with others through social media and online reviews. D. Target Audience Responsiveness to Digital Channels As noted in the “Digital Media Behavior” subsection of the “Target Audience Analysis and Recommendations” section, social media platforms such as Facebook and Twitter, as well as a restaurant mobile application will provide channels for which the college segment will be most
  9. 9. YELLOW SUB GASTRO PUB 9 responsive. Being as today’s college student prefers instant information with minimal verbiage, mobile social media and brand applications offer channels to acquire such info in this fashion. As such, the brand’s Facebook page, Twitter hashtags, and mobile app are likely to receive a greater response from the college student demographic than other forms of digital media. Beer enthusiasts will be responsive to the same mobile channels as college students, but with an added layer of stationary digital in the form of at-home social media, brand emails, and search engine research. Being as this demographic segment ranges from as young as the college student’s average age to as old as the white collar worker’s maximum age, beer enthusiasts use all similar digital media as the brand’s additional segments but with a tendency toward desktop access. That said, this group will be responsive to the brand’s social media platforms, mobile applications, email marketing, and website. White collar workers will be responsive to the same digital channels as beer enthusiasts, interacting with them in the same manner and for the same purposes. IV. Digital Media Selection Rationale A. Rationale for Digital Channel Selection Company Website The company website specifically refers to www.yellowsubgastropub.com. The website’s URL is selected for its straightforwardness, simplicity, and memorability which will make online search easy for the restaurant’s target audience. The website will be tagged with terms which include variations of the restaurant’s name, names of competing local pubs, and common misspellings to optimize search engine results. Similarly, the website will comprise webpage text containing keywords which will include, but are not limited to, local Tallahassee restaurants, pub food, College Town, The Beatles, and menu items to boost search engine optimization.
  10. 10. YELLOW SUB GASTRO PUB 10 The Yellow Sub Gastro Pub home page will have a simple design and serve as a hub with links to sections including an about page, food menu, drinks menu, events page, gallery page, and contact information. The about page will have information about the staff, history of the restaurant, and mission; the food menu and drink menus will show unique, Beatles-themed items, as well as serving times; the events page will cover live activities including music, beverage tastings, and specials; the gallery will contain images of patrons and events taking place at the restaurant; and the contact information will list hours of operation, email, and phone contact. All content noted will provide potential patrons price, time, and location information and will incentivize restaurants visits. Social Media Platforms The following platforms will be selected in order to promote the Free Love campaign. 1. Facebook Facebook will be one of two channels included and will serve as an amalgam of multiplatform content emphasizing menu specials, events, user-generated content, and messages centered on the restaurant’s Yellow Sub theme. Many Twitter posts will contain links to the Yellow Sub Gastro Pub Facebook where shorter posts will be expanded upon, images will be reposted, and information will be featured; this will create a consciousness of the restaurant. 2. Twitter Twitter will be used to initiate brand, product, and event-oriented conversations. Hashtags will be generated to organize discussions; posts will be designed to drive conversations forward; tweets will occasionally contain similar, though condensed, versions of content posted on Facebook; and posts will also provide links to additional brand material. Mobile Applications
  11. 11. YELLOW SUB GASTRO PUB 11 A mobile application will be created to showcase current pub specials, provide online ordering options, offer email opt-in for future specials, and provide gift card purchase options. The app will be available for free through the iTunes and Android app stores and will serve as a reminder to visit the restaurant to mobile users. Email/Newsletters An e-blast list will be constructed based on contact information gained through onsite customer surveys and mobile/online email opt-ins. Information provided by patrons will be segmented into email lists determined by customer interest. Newsletters featuring menu specials, live events, and new items will be sent monthly to inform interested customers and drive traffic into the restaurant. Paid Search Paid search will include three pay-per-click advertisements based on the Free Love campaign. The first will focus on the restaurant’s retro 60s theme to draw in college students; the ad will state, “A retro 60s experience in a traditional old-fashioned pub in Tallahassee’s Railroad Square.” The second will focus on the restaurant’s food menu and will state, “Eclectic Beatles-inspired entrees in a groovy, psychedelic atmosphere.” The third will focus on the restaurant’s drinks menu and will state, “A wide selection of groovy gastro bar favorites with a fab four inspiration.” Although search engine optimization is a goal, paid search will be in place to give the restaurant a presence in search results for local gastro pub information. Display/Rich Media A Facebook ad designed to be placed in the site’s newsfeed will focus on the Free Love campaign, and will target those in the Tallahassee college demographic. The purpose of the ad is
  12. 12. YELLOW SUB GASTRO PUB 12 to boost awareness of the restaurant’s weekend offering, and to increase traffic into the restaurant during prime hours. The ad will be designed in the colorful, quirky retro style of the restaurant’s website and will be linked to a section of the gastro pub’s page providing information on the Free Love drink specials. V. Media Strategy This section outlines strategies used to accomplish objectives for each digital channel noted in in the “Digital Media Selection Rationale” section. The breakdown is as follows: A. Media Selection The media used for the Free Love campaign will include a mix of digital, social, and mobile. The breakdown for each medium is as follows: Digital Website – The website will serve as a digital information reservoir, or origin and endpoint, for all external campaign-oriented channels. The site will contain comprehensive content including an about page, food menu, drinks menu, events page, gallery page, and contact information. The company’s paid search efforts, social media channels, and mobile application will link to the website where brand information and email opt-in exist. Please refer to Appendix B for a website layout example. Email/Newsletters – An email opt-in will be available through the company website, Facebook page, and mobile application. The service will be set up through MailChimp and will contain all digital contacts for the Yellow Sub Gastro Pub. Digital contacts will be segmented according to interests and will be used to provide newsletters for upcoming menu specials, live events, and new items on a weekly basis. Please refer to Appendix C for an email example.
  13. 13. YELLOW SUB GASTRO PUB 13 Search Engine/Paid Search – Consumers searching for information on local restaurants in Tallahassee will use search engines to accomplish this task. As such, paid search will be used by Yellow Sub Gastro Pub to get the brand in front of potential customers until keywords and optimization efforts boost the site in organic search results. Paid search will promote the Free Love campaign. Please refer to Appendix D for a search result example. Social Facebook – Facebook will comprise content emphasizing menu specials, events, user-generated content, and messages centered on the restaurant’s Yellow Sub theme with respect to the Free Love campaign. The channel will provide links to the restaurant’s website and will assists in achieving all of the campaign’s primary goals of awareness, engagement, and conversion. Twitter – Twitter will be used both to complement content provided on Facebook and to boost brand engagement through the #freelovegastropub conversation. As with Facebook, links will be provided to encourage traffic to the restaurant’s website. Mobile Application – The Yellow Sub Gastro Pub’s mobile application will be similar to the apps of similar restaurants. The app will offer menu information, current specials, online ordering options, email opt-in features, and general purchase options. The app will be used to promote the special, serving as a reminder of the restaurant’s equivalent of happy hour for the duration of the Free Love campaign. Please refer to Appendix E for a mobile app example. B. Target Audience for Each Channel Yellow Sub Gastro Pub’s audience for the various digital media – website, email, and search engine – will comprise the restaurant’s full target range of males and females between the ages of 18 and 49. This group consists of college students and families whose interests are as narrow
  14. 14. YELLOW SUB GASTRO PUB 14 as craft beer enthusiasm or as general as new experience seeking. Social classes for the restaurant’s target audiences include bottom-middle, top-middle, and bottom-upper categories. Common personality traits for both groups include highly determined, authoritarian, sociable, motivated, and knowledgeable attributes. With regard to the campaign’s social media aspect, the restaurant’s target audience for Facebook will focus on white-collar workers and beer enthusiasts between ages 21 and 45 whose focus is on quality and taste in drink selection. Studies show over 80% of online users on Facebook are between ages 18 and 29 with 79% of the medium’s users ranging from ages 30 to 49. This creates a rich environment for the restaurant to target the aforementioned niche. It should be noted, this group is not necessarily concerned with price as it is with beverage origin and experience. Regarding white-collar workers specifically, promotional material disseminated through Facebook will encourage professionals looking for a unique out-of-office eating experience to visit for a lunchbreak or after work. Both audiences will also be targeted through Twitter and encouraged to participate in the campaign’s hashtag conversation via peripheral and satellite channels. The mobile portion of the campaign efforts is designed, much like the website, to appeal to the restaurant’s full target audience. This will include the genders, age ranges, interests, social classes, and personality traits noted above. C. Timing/Frequency The Free Love campaign is set to begin near the Christmas holiday, running from Sunday, December 13th to Sunday, January 24th . Below is a breakdown of timing and frequency; please refer to Appendix A for a full content calendar. Digital
  15. 15. YELLOW SUB GASTRO PUB 15 The restaurant’s website will be updated at the beginning of the campaign to reflect the daily drink special on each page’s upper banner; the site will maintain this format throughout the campaign’s duration. E-blasts will be sent to individuals on the restaurant’s email list every Tuesday with updates while a paid search advertisement will be featured in Google search results over the six-week period. Social Facebook posts will be made three times weekly with one- to two-day intervals. Content for these posts will include menu specials, upcoming events, and general campaign-oriented discussion with the goal of acquiring positive responses and user-generated content. Similarly, Twitter posts will be made under the #freelovegastropub to encourage campaign-centered conversation with the same timing and frequency as Facebook posts. Mobile Much like the website, the mobile application will be adapted to feature and display the campaign’s offering during the designated time period. D. Messaging/Content The Yellow Sub Gastro Pub’s message for the Free Love campaign will remain consistent across all media and will serve to promote the restaurant’s happy hour. The message will not come in the form of a direct statement but will be stated through visual content promoting buy- one-get-one drink specials between 7:00 and 11:00 PM; this includes a promotional feature on the restaurant website, promoted events occurring during happy hour, and various engagement efforts through social media. Content will be visual in nature and will primarily incorporate text and photos through website promotions, social media posts, mobile promotions, e-blasts, paid search advertisements,
  16. 16. YELLOW SUB GASTRO PUB 16 and various forms of display media. Content noted in the “Media Selection” subsection under the “Media Strategy” section lists these items with brief descriptions of each. E. Call to Action for Each Channel Content comprising each channel will be created and applied in order to achieve a specific action from the target audience of each respective medium. Listed below are the various channels with the call to action noted for each. Digital Website – The website is in place to serve as a central hub for all peripheral and satellite channels. As such, the landing page will display the campaign’s message promoting “Free Love: Buy 1 Get 1 Drink Specials 7-11 PM Daily” for those accessing the site from a hyperlink or outside channel. This text image is in place to encourage site visitors to visit the restaurant to take advantage of the offer. Also, the front page layout creates a visual call to action through a vivid link banner, encouraging visitors to navigate the website’s various pages: About, Food Menu, Drinks Menu, Events, Gallery, and Contact. Email/Newsletters – E-blasts will be sent to those who have opted in to the restaurant’s email list by digital, mobile, and traditional means and will contain information about menu specials, events, and news. As with the website, emails sent through the duration of the campaign will focus on the “Free Love” message/special, encouraging patrons to visit between the hours of 7:00 and 11:00 PM every day. While emails will contain multiple calls to action for each piece of content addressed, the campaign message will remain central to the promotional effort. Search Engine/Paid Search – Being as organic search results for the restaurant will take an indefinite amount of time to achieve, paid search will be used to put the pub’s information in front of potential patrons. When users search keywords such as “Tallahassee Pub,” “Local
  17. 17. YELLOW SUB GASTRO PUB 17 Gastropub,” and “Pub Restaurants” among other terms, a Google Ad will be featured at the top of the results. The ad will promote the “Free Love” campaign with a call to action stating, “Come in For Free Love with 2-for-1 on Groovy Drink Specials!” The ad will contain hyperlinks to access the restaurant’s food menu, drinks menu, new offers, and about pages. Social Facebook – As stated in the in the “Social” portion of the “Media Selection” subsection, Facebook will contain content centered on menu specials, events, user-generated content, and posts from the restaurant’s social media team. All posts during the duration of the campaign will focus on the “Free Love” special with call to actions generally encouraging followers to repost content on Facebook pages for chances to win gift cards, free access to special events, and free menu items among others. Twitter – The restaurant’s #freelovegastropub will be featured through channels including the website, e-blasts, Facebook, and the mobile application. The hashtag will serve as a Twitter conversation whose call to action is general brand engagement; primarily, the campaign’s offering will be discussed among the restaurant’s social media team and users. Mobile Application – The restaurant’s mobile application will be available for download and will feature ordering, loyalty sign-in, email opt-in, and gift card purchasing options. Much like e-blasts the app will focus on the “Free Love” message/special, encouraging users to visit the restaurant between the hours of 7:00 and 11:00 PM every day. Several calls to action will exists by virtue of the app’s various options and will include online ordering, joining the pub’s loyalty program, signing up for emails, and buying gift cards.
  18. 18. YELLOW SUB GASTRO PUB 18 VI. Budget and Flowchart Digital Channel Selection Digital channels requiring consideration from a budgetary perspective include social media channels, brand website, search engines, and the restaurant’s mobile application. Other channels outlined in this strategy may be handled by the Yellow Sub Gastro Pub’s in-house digital team at no cost beyond standard employee compensation. Specific Medium in Channel The social media component of the budget will focus predominately on Facebook where monthly management, advertising, service, and general investment are the focus. The website, however, will be its own medium made available through various search engines where planning, sitemap building, visual design, content support, programming, and testing will factor will be cost factors. Also, the restaurant’s mobile application will be a medium available through Apple and Android channels where planning, design, features, infrastructure, administration, and testing will be budgetary concerns. Timeline As noted in the “Timing/Frequency” subsection of the “Media Strategy” section, the Free Love campaign is set to begin near the Christmas holiday, running from Sunday, December 13th to Sunday, January 24th . The chart below gives a week-by-week breakdown of the flow necessary for each form of digital media, as well as the budget requirements to effectively carry out the campaign.
  19. 19. YELLOW SUB GASTRO PUB 19 Flowchart Estimated Cost for Each Medium and Total Budget The approximate cost of each medium is broken down in the flowchart. More general values for the campaign’s digital media, however, are listed below: Social Media – $8,225 Website – $5,950 Search Engine Optimization – $5,600 Mobile Application – $142,000 Total – $161,775 (approximately $162,000)
  20. 20. YELLOW SUB GASTRO PUB 20 In conclusion, the Yellow Sub Gastro Pub’s initial investment in the Free Love drink special campaign will bring significant returns in the form of substantial awareness, ongoing engagement, and continued sales throughout the business’s lifespan. Introduction of the campaign during the restaurant’s launch will set the precedent for perpetual success as a go-to place for unique food, beverage, and event offerings among the business’s target audience segments well into the future.
  21. 21. YELLOW SUB GASTRO PUB 21 VII. References Duggan, M. (2015, August 19). The Demographics of Social Media Users. Retrieved November 23, 2015, from http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media- users/?beta=true&utm_expid=53098246-2.Lly4CFSVQG2lphsg-KopIg.1 Ermolovich, D. (2014, October 31). Russell Brewing. Retrieved November 23, 2015, from https://prezi.com/-vsfzo9lkodd/russell-brewing/ What are Psychographic Variables. (n.d.). Retrieved November 23, 2015, from http://www.businessplanhut.com/what-are-psychographic-variables
  22. 22. YELLOW SUB GASTRO PUB 22 Appendix A
  23. 23. YELLOW SUB GASTRO PUB 23 Appendix B
  24. 24. YELLOW SUB GASTRO PUB 24 Appendix B – Continued
  25. 25. YELLOW SUB GASTRO PUB 25 Appendix B – Continued
  26. 26. YELLOW SUB GASTRO PUB 26 Appendix B – Continued
  27. 27. YELLOW SUB GASTRO PUB 27 Appendix C
  28. 28. YELLOW SUB GASTRO PUB 28 Appendix D
  29. 29. YELLOW SUB GASTRO PUB 29 Appendix E

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