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2016 Social Media Campaign:
Max’s Restaraunt
Designed by Fusion Advertising
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The following Advertising Strategies have been© Copyright 2016 andare solely owned by Fusion Advertising and
cannot be used by any other agency or company other than Fusion Advertising NV.

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Current Social media
Facebook- The Facebook page has 12,790 likes and
almost half a million views at 454,213. This will be the
strongest social media outlet Max’s Restaurant has to
use to accomplish these goals.
The foreground photo is showcasing food, but the photos
are too small to get a clear view of the food. This space
should be used for showcasing one item at a time,
drawing attention to specific dishes.
The most recent posts are relevant to the brand, but
there is a lack of more personal pictures.
Besides from pictures right off the menu there are not
enough family photos, or photos of the actual locations
that there could be.
Besides it being a mascot suit, Chickie Boy can possibly
be marketed beyond just a suit. It can be a graphic used
for posts referencing children events.
There are no posts of reviews from review sites such as
“Yelp” showing real testimonies of the positive
experiences had.
Twitter- With a strong following of 3,634 people, there is
potential for Max’s Restaurant to distribute money to
create PPC advertisements on Twitter.
Profile picture can be updated to a higher quality image.
(Compare to Facebook profile picture)
Foreground photo is great; the resolution with the
relevant tagline looks good.
Tweets in different language are interesting and can be
an idea that is developed further, but it isn’t
understandable to those that do not speak the language,
so they overlook it, tweets should be singling out too
many viewers.

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Posts with nothing but a link is not executed correctly,
with everything else on my screen, what makes me want
to click this unknown link?
More photos are needed of customers in the actual
restaurant enjoying the food Max’s Restaurant is known
for.
No posts seen of Max’s restaurant supporting military in
which is an important part of Max’s Restaurant’s story.
Instagram- Currently there are 3021 followers so there is
a good sized following so far. The Instagram account is
the closest of all three social media accounts to be the
most personal and welcoming. With various photos of
families enjoying their time at Max’s Restaurant, it makes
viewers want to visit the nearest location.
It strongly supports and promotes the Filipino culture
through its photos.
Previously mentioned for the Twitter account, posting a
caption with a photo in only a foreign language alienates
those who do not speak the language, so they do not
engage with the post. This idea can be developed further
so it includes the translation, or shorter phrases that can
be explained in English as well.
Bio can briefly explain How Max’s Restaurant came to be
which is more engaging then just the tagline when there
is much more room to express the brand better.

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Plan of Action
1) Go through all of the social media profiles and critique
everything; what looks good, what needs improving, what
suggestions that would be done differently.
2) Fusion Advertising will be creating any pages that need to
be created for $50 per page
3) Monthly Budget will be $500 per month, $250 pay-per-
click Facebook advertisements and $250 per month to
monitor and actively take care of the social media profiles
3 days per week.
Goals
1) Connect with current and potential customers through
Facebook, Twitter, and Instagram and to maintain an
active role on these profiles to progressively increase
the amount of people reached.
2) Promote discounted menu items as well as deals to
customers.
3) Promote the Filipino culture in which Max’s Restaurant
originates from.
4) Promote a strong and welcoming sense of family.

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Strategy
Goal 1: Connect with current and potential customers
through Facebook, Twitter, and Instagram and to maintain
an active role on these profiles to progressively increase the
amount of people reached.
How will we stay in contact with customers who are
engaged in our social media?
 Responding to people when they comment, like, or tag
Max’s restaurant on social media.
 PPC (Pay per click) advertisements on Facebook that
will target Facebook users in specific areas relative to
Max’s Restaurant locations.
 Posting relevant content that intrigues customers to
bring them back to the social media accounts as well
as to the website.
 Posting positive reviews from review sites such as
“Yelp”
 Reposting pictures that customers post at Max’s
Restaurant locations. (With their permission)

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Goal2: Promote discounted menu items as well as deals to
customers.
How will these deals be displayed to our viewers?:
 Reviewing Max’s Restaurant’s website daily to stay up
to date on special deals and discounts that Max’s
Restaurant offers.
 Possible email communication with the social media
coordinator on what should be advertised in reference
to deals.
 Posts of customers enjoying these menu items that
are included in the deals offered.
Goal 3: Promote the Filipino culture in which Max’s
Restaurant originates from.
In what way will this be expressed?:
 Promoting Philippine celebrated holidays.
 Telling the story of Max’s Restaurant and how it came
to be. (Beginning in 1945)
 Posting interesting facts about the Philippines
(Locations, animals, etc.)
 Sharing traditions that are celebrated within the
Philippine culture
 Pictures of Max’s Restaurant staff and their story.

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Goal 4: Promote a strong and welcoming sense of family.
How will this family oriented values be expressed?:
 Photos of waitresses and other staff at Max’s
Restaurant, possibly their names and a short
explanation of who they are.
 Photos of customers enjoying their experience at
Max’s Restaurant. (Large parties preferably)
 Posting high-resolution pictures of the food, drawing
attention to specific dishes.
 Posts that show how Max’s Restaurant and its staff
give back to their community.
 Photos of interior and exterior of various restaurant
locations.
 Posts supporting the military, showing Max’s support
of troops and their families.

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Facebook
 Facebook will consist of posts focusing on
accomplishing goals 1,2,and 4 due to Facebook being
more successful with posts with larger amounts of text.
 This is due to the paid advertisements targeting a
specific demographic for Max’s Restaurant being the
most effective way to reach customers closest to
restaurant locations.
 These PPC advertisements will be targeted to a
specific demographic based on age, gender, location,
and interests.
 Possible campaign: Like Max’s Restaurant page on
Facebook and enter to win a $25 gift card to Max’s
restaurant.
 Various videos can be used as well, commercials, and
any videos that promote Max’s Restaurant.
 Discounted or special deals will reach the desired
customer base more effectively through Max’s
Restaurant’s page.
 The activity of the paid advertisements will be tracked
via Facebook insights. (Analytics)
 Content promoting the Philippines and Filipino culture
will be shared.

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Twitter
 Twitter will consist of accomplishing goals 1,2,3
 Redirecting information will be shared, such as links to
the website as well as other social media outlets.
 Information on available job positions can be shared.
 Photos will be used when needed.
 Interesting facts about Max’s Restaurant as well as the
Philippines will be shared.
 Common words translated from English
 Relevant holidays
 Posts in reference to supporting the military.
 Based on the success of the PPC advertisements on
Facebook, Twitter ads will later be utilized.

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Instagram
 Instagram will accomplish goals 1,2,4
 Food is very visual, this being a photo oriented social
media outlet, Instagram will be where the majority of
these photos will be shared.
 Photos and captions displaying various Max’s
Restaurant’s employees.
 Photos of customers enjoying the food and
atmosphere of Max’s Restaurant.
 Through the use of photos of the food offered, menu
items would be displayed on the Instagram.
 Photos of the interior and exterior of Various Max’s
Restaurant locations
 Photos commemorating our military.
 Through the currently strong following on Facebook
and Twitter, the Instagram account will be promoted
on these other social media profiles to boost it’s
followers.

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What is required
 Restaurant locations should be aware that photos of
the food will be needed, and with the permission of the
customers, photos of families enjoying the time.
 Permission to run a small campaign of two $25 gift
cards to Max’s Restaurant for those who follow the
Facebook page.
 Photos of the interior and exterior of the store
locations.