B Social, B Successful- A New Media Allocation Plan for Biggby Coffee

Social, Successful

A New Media Allocation Plan for BIGGBY COFFEE

ADV 892 Hsiao-Han Hung

About BIGGBY• First store opened in 1995

• East Lansing

• Bob Fish and Mary Roszel

• 118 stores across the U.S.

• Our products

SWOT

Strength Weakness

Opportunity Threat

$

Score!

Brand Awareness Brand PreferenceSocial Media

www.biggby.com

• SEO

• Image-wised

• Information expansion

• Like it, Tweet it, Dig it

• Google AdWord: – “Coffee Shop”, “Coffee Beans”

B Connected!

• Biggby & Bob

• Promotion & Coupon

• Interaction

• Local event

Where is Bob?

• Blog by CEO Bob

• Share the content

• Blogger outreach

• SEO

B a Listener

• Monitoring & Listening

– Monitter

– Google Alerts

– Technorati.com

Measure Success

Google Quality Score

Conversion rate- increase 50%

Sales- increase 20%

Budget Allocation

& Timeline• Through out the year• Intense promotion during holidays (Halloween, Christmas, Valentine’s day, etc.)

Budget (2011)Website Improvement---------------$1,000Google AdWord------------------------$10,000SEO Copy Writing----------------------$5,000Evaluation Report---------------------$800_________________________________Total---------------------------------------$16,800