Final Presentation: Rick's American Cafe

1. Rick’s
American
Cafe
@AnneHickner
#NMDL Section 701

2. Outline of Presentation
 About Rick’s American Café
 Digital Strategy Review
 Target Audience
 Goals
 Budget
 Tactics
 Key Performance Indicators

3. About Rick’s
•Notorious bar in East
Lansing, home to Michigan
State University
•Food, daily drink specials,
music, dancing, and sports
Homecoming Weekend
Busiest weekend of the year
Alumni and Fans
Food and Alcohol demand

4. Digital Strategy
 Why does Rick’s need a new digital
strategy?
 How will this be accomplished?
 Facebook
 Twitter
 Google Adwords
 Mobile
 Give-a-ways

5. Target Audience
Current College
Students aged 21-25
 Young
Alumni

6. Goals
 Ultimately full capacity each night of
Homecoming Weekend
 Increased Twitter and Facebook following
 Increased advertisement clicks through Google
Search Engine
 Increased overall online engagement and
targeting of advertisement population

7. Budget
 Total Budget of $15,000
 Will account for:
 Google Adwords
 T-shirts, Gift Cards and cover give-a-ways
 Cost of help for managing social media
 Text Messaging rates
 CPC Bidding
 Lower Actual CPC expected
 Maximum Cost Per Click = $5.00 for Search
Optimization and Advertising

8. Tactics
 Facebook
 Daily postings
 Twitter
 Hashtags
 Mobile
 Texting offers
 Google Adwords
 Search engine optimization and advertising
 Free Give-A-Ways
 incentives

9. Key Performance Indicators
 Number of “likes”
 Number of followers
 Number of re-tweets
 Number of clicks
 Number of visits on webpage
 Overall performance of Google Adword
account

10. Questions?
Please contact Anne Hickner for any questions or
concerns at:
hickner3@msu.edu
Twitter: @AnneHickner
References:
Ricksamericancafe.com
The New Media Drivers License Guide