1 Tropical Smoothie Café Social Media Plan Facebook https://www.facebook.com/TropicalsmoothieFW/ https://www.facebook.com/TropicalSmoothieCafeFW • 229 likes // 171 likes Suggestions: Consolidate the two pages into one account, so that the information is more streamlined, user friendly and accessible. Objective: Gain 100 more likes by January 30, 2015 Instagram https://www.instagram.com/tscafeFW/ • 32 Posts // 56 Followers // 293 Following Suggestions: Focus on increasing engagement and brand awareness, by posting a variety of pictures, with a consistent overall image. Objective: Gain 100 more followers by January 30, 2015 2 Best Ways to Engage (https://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-onsocial-media/) Facebook Best days to post: Thursday, Friday Best times to post: Early afternoon • 1 PM: Get the most shares • 3 PM: Get the most clicks Instagram Best day to post: Slight increase on Monday and slight dip on Sunday (even though Instagram engagement stays consistent through the week) Best times to post: Off-work hours • During work hours, an average of 22.5 per 1,000 Instagram followers interacted with videos posted by Fortune 500 companies. During off-hours, 33.4 per 1,000 followers interacted with the content. Strategic Recommendations Coupons for moms Since moms make up a large portion of Tropical Smoothie Café customers, the restaurant should cater its social media to grab the attention of mothers in the Fort Worth area. The café could create combo deals, where moms and children could both benefit. For example, the café could promote, “Manic Monday,” where a customer would purchase two fresh food items and get a free smoothie. Additionally, the café 3 could create an online ordering capability, where moms could order food at work and pick it up at lunchtime. Focus on healthy food To highlight the café’s range of healthy foods, the café should continue utilizing the hash tag, #notjustsmoothies, to better make customers aware of its healthy food line. It should also continue to advertise new food specials and offer discounts on certain meals on certain days of the week. Highlight catering capabilities Tropical Smoothie Café should highlight its catering capabilities. Since sororities and fraternities are always looking for places to cater their events, the café would benefit from attracting more attention to its catering. Social media discounts To attract more social media traffic, Tropical Smoothie Café should offer promotional discounts when customers follow, like or repost its social media accounts/posts. Additionally, the café should specifically advertise more on its Instagram account, since the account needs more user interaction. Keep social media consistent Keep overall social media consistent, with the same tone throughout. Make sure to keep the fonts and general layout similar. When social media posts/accounts are more intertwined, it paints a clear story of the brand’s image and personality. 4 Brand Personality Christina is a hard-working, tenacious mother of three who lives in the Tanglewood area and thrives on a busy schedule. She consistently prioritizes quality time with her family, from home-cooked meals to movie nights. Staying active and eating healthy are important to her. So, she never fails to attend her daily, 6 AM indoor cycling class or indulge in her mid-day Lean Machine smoothie from Tropical Smoothie Cafe. After she picks up her kids from school, she makes sure to get them a healthy snack that will keep them energized through soccer, ballet practice and tutoring. Although some wonder if Christina ever sleeps, she only knows her secret weapon, the joy of being a mother. Jordan is a 20-year-old active college student, who effortlessly juggles a part-time job, internship and full semester of college courses. Since she is always on the run, quick and healthy meals are imperative to her success. She regularly stops by Tropical Smoothie Café to grab a turkey wrap to satisfy her afternoon cravings. Her days are booked from morning to evening with meetings, classes and events, but she never seems to lose her positivity. On the weekends, she enjoys cheering on her horned frogs in football and exploring the newest hotspots in Fort Worth. Target Audience Demographics: College students and mothers Geographics: Fort Worth area Psychographics: Actively involved, enthusiastic, makes healthy choices, loves spending quality time with family and friends 5 Sample posts follow on next page Editorial Calendar Key Facebook GP = General Post (General information about the café, including specials, deals/discounts and new menu items) • We know you have busy schedules, but today, embrace them. Have you heard about our online ordering? Now, you can order from the comfort of your own home (or desk) and pick up your meal whenever you please. We just turned your busy schedule into an opportunity. You can thank us later. • On a budget? You’re in luck, because it’s Manic Monday! Purchase any two fresh food items from our café and get a free smoothie on us. Feed the kids and get an afternoon pick me up for yourself. What could be better? FP = Fun Post (Engaging post regarding upcoming events, holidays, sports, etc.) • Merry Christmas Fort Worth! Ring in the holiday cheer with our new ovenroasted turkey sandwich and peppermint indulgence smoothie. Come with the whole family and treat yourself with a taste of the holidays. FP = Healthy Food Post • Try our new island buffalo club and Moho Mojo Club. Made with all-natural grilled chicken and served on toasted brioche, these sandwiches are a must-order and a guiltless treat. See for yourself what healthy truly tastes like. #notjustsmoothies CP = Catering Post 6 • Attention university students: Stressed about planning your next sorority/fraternity event? Let us take the stress out of hosting and let us cater for your next occasion. From sandwiches and salads to smoothies and wraps, we have it all. Put a little healthy back into Greek life. DP = Discounts Post • Need a little discount in your life? Follow us on our Instagram, @tscafefw and our Twitter, @TSmoothieCafe, and repost the picture below on Facebook, to receive a 15% off coupon toward any item at our café. Saving money is sweet. Instagram GI = General Instagram (General information about the café, including specials, deals/discounts and new food/drink) Help your child become the star of the lunchroom. Buy any Moho Mojo Club and get an Island Buffalo sandwich on us. These taste sensations are only available for a limited time, so get them before they sell out! FI = Fun Instagram (Engaging post regarding upcoming events, holidays, sports, etc.) 7 Merry Christmas Fort Worth! From our Tropical Smoothie family to yours, we wish a joyous holiday filled with peace, love and prosperity. May the joy and blessings of the holiday season be yours throughout the New Year. HFI = Healthy Food Instagram Pulled an all nighter? Need something that will kick-start your system and get you energized for the rest of the day? Pick up one of our fresh food items on your way to class and indulge in healthy. CI = Catering Instagram Have you heard about our catering? From wraps to salads to cookies and smoothies, we can do it all. Inquire with any of our enthusiastic Tropical Smoothie ambassadors about how we can take your event to the next level. 8 DI = Discounts Instagram Today, buy any fresh fruit smoothie and get another on us! Made with real fruits and vegetables, inhale freshness and exhale healthy. You can thank us later.