Meeples Family Social Media Plan

Meeples Family Board Game Cafe: Social Media Strategic Plan

Representative: Emma Rose Rowell

California State University, Fullerton 800 N State College, Blvd, Fullerton CA 92831

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Table of Contents

Situational Analysis ……………………………………………………………………………................................... 2 SWOT Analysis ………………………………………………………………………………………………………3-4 Core Problem/Opportunity ……………………………………………………...…………….………………………4 Goal …………………………………………………………………………………………........................................5 Objectives ………………………………………………………………………………...……………………………5 Audience & messages …………………………………………………………………..………………………...…5-6 Strategy and tactics …………………………………………………………………….……………………………6-7 Evaluation …………………………………………………………………………………...........................................7 Deliverables…………………………………………………………………………………………………….……7-9 Communications Guide ………………………………………………………………..…….....................................9

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Situational Analysis:

Meeples Family Board Game Cafe is a local business located in Anaheim, situated on the first floor of the Anaheim Gardenwalk Plaza. It is set up as both a store and board game rental company, where individuals can purchase games of their own to take home- or choose from a wide selection of games to ‘rent’ that Meeples offers for a flat rate of $2.50 per hour. Groups can pick a tent for themselves and their party of up to six people, choose from an alphabetized selection of board games, bring the games to their tent and play for as long as they’d like.

With a minimum of two hours of gameplay and no maximum- Meeples Family is a perfect way to spend the day.

Once individuals are finished with each game they can set them on a rolling rack that stays in each tent; employees will then sanitize and return each game to their proper place after the group is finished. On top of board game rental and purchases, Meeples Family is also a cafe- offering chips, candy, coffee and more for customers to choose from before bringing their snacks to their tent. If groups would like to bring in their own food, they are able to for an additional fee of $3.00. The company is made up of ‘board game aficionados’ who are passionate about the benefits and joys of playing board games including; “social interaction, brain stimulation, and making connections”.

They pride themselves on offering a fun, inclusive, and casual environment for families, friends, and dates to enjoy a night out while staying in a cozy private space. Meeples Family has a vision of becoming a full-fledged cafe by eventually offering in-house food and drinks for their customers.

This strategic social media plan is aimed at fortifying the pre-existing branding of Meeples Family Board Game Cafe; focusing on cohesion, brand voice, and professionalism. Maintaining their current mission and vision is key to the plan while simultaneously establishing an individualistic voice throughout their messaging, promotion, and posts. By elevating their current social media platform the goal is to increase brand awareness, ensure that they continue to reach their target audience, and establish Meeples Family as a prominent business experience within Orange County. By leveraging their proximity to both Disneyland as well as the Anaheim Convention center, Meeples Family can continue to grow in popularity raising their social following and customer-base. The company’s location within Anaheim Gardenwalk is also key to their outreach, partnering with the plaza as well as other local Orange County businesses is a strategic way for Meeples Family to strengthen their community connection, growing both their audience and their local reputation. The current core problem that Meeples Family is facing is a lack of cohesive brand aesthetic, consistent messaging, and a pinpointed brand voice. This plan is looking specifically at their website and Instagram in particular. They currently have 224 followers on Instagram with their primary follwers being women between the age of 20 to 40 located locally in Orange County.

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SWOT Analysis: Strengths 1.

Meeples Family is located in a prime area within Orange County, specifically Anaheim Gardenwalk. The Gardenwalk offers people numerous experiences, restaurants, and more- driving local traffic to Meeples Family.

2.

Meeples Family is in close proximity to Downtown Disney, Disneyland, the Angels Stadium, and the Anaheim Convention Center. All of these outside companies are drivers for tourism and strengthen commerce within Orange County. Despite the global pandemic in 2020, both domestic and international tourists spent nearly $128 million in Orange County according to an OC Visitors Bureau press release.

3.

Meeples Family Board Game Cafe does not have many competitors in their exact field. They set themselves apart as a store/board game rental/cafe which allows them to establish themselves apart from other entertainment companies.

Weaknesses 1.

Being a multi-hyphenate business, it can pose a challenge in the messaging and clarity around what Meeples Family offers. With no competitors comes a lack of pre-existing consumer understanding and deters street traffic.

2.

The name Meeples Family itself does not give general audiences a clear understanding of what is sold. The term ‘meeple’ has a specific board game community definition, but it lacks promotional value without an explanation or accompanying visual.

3.

Their website and Instagram lack a clear aesthetic and cohesive brand voice that showcases everything the store has to offer, and does not represent the ‘fun and casual’ atmosphere the company wishes to promote.

4.

Their current social media content is lacking consistency and engaging elements.

Opportunities 1.

Meeples Family can leverage the audience and traffic from Disneyland and other outlying companies that drive local commerce to pinpoint this audience and cater to them within their social media.

2.

Meeples Family has the opportunity to showcase their value on social media in dynamic and engaging ways. With the rise of Tik-Tok, and accessibility that Instagram provides the company has the opportunity to engage with new audiences in a direct way.

3.

With the location in the Gardenwalk, they have the ability to add location to their Instagram posts bringing their content on to new feeds; on top of which they can tag the Gardenwalk’s actual account. By engaging

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with other local businesses and using their placement in the Gardenwalk they can grow their current social media following and up their engagement levels.

4.

The popularity of board games is on the rise with the help of the internet. According to Statistica, the global market value of board games was last estimated at 7.2 billion in 2017 with an expected value increase to 12 billion by next year.

5.

Consumers are looking for new niche entertainment businesses such as cat cafes, rage rooms, etc. especially following the pandemic. Experiential business models are on a rising trend and are especially popular within Orange County. Meeples Family can strategically place themselves as a local business to support that is a pioneer in their sphere.

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Meeples Family can pursue opportunities/press coverage in local universities and their publications. By pitching themselves to CSUF, CSULA, Chapman, Biola, CSULB, and Fullerton College, Meeples Family can leverage their college age audience and gain community exposure.

Threats 1.

While the Anaheim Gardenwalk offers guaranteed foot traffic, it also poses a threat to Meeples Family as there are other entertainment/experience competitors in the plaza. The House of Blues, an escape room, burlesque show, and numerous comic book/toy stores may not be in the same sphere as Meeples Family, but they each serve as entertainment competitors.

2.

Meeples Family needs to pair their social media brand voice and consistent posting with visual promotion tools and materials being posted outside of their physical location and in the windows of their storefront.

Their outreach needs to be cohesive from both a social and in-person standpoint.

3.

With the rise of cryptocurrency, NFTs, and web3- traditional board game culture is being threatened by video gaming and virtual reality popularity.

Core Problem/Opportunity: After researching their website, Instagram, as well as visiting their physical location multiple times; the core problem found was a lack of a consistent posting schedule, cohesion in their brand voice, and a lack of clarity in the company’s value. Based on the above information we see that both brand voice and consistent posting are limiting factors. The strategic plan is then to launch a rebrand that will result in an increase of awareness and social following. By not posting consistently across their social media, Meeples Family risks a lack of followers, and low engagement numbers. This gives way to the focal opportunity for Meeples Family Board Game Cafe; establishing themselves as a local business to support in Orange County that is setting itself apart as a pioneer in the board game community space- offering a new experience to both locals and tourists alike. With the pinpointed strategies of the social media plan, Meeples Family Board Game Cafe will be able to grow their numbers on both social media and in their customer base.

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Goal: The focal goal of this strategic social media plan is to utilize Meeples Family’s current brand and logo to launch a rebrand across their social platform Instagram, and to create cohesive, engaging content that is posted consistently and strategically. By providing press materials including an updated logo, digital article, and Instagram feed/story posts for Meeples Family, the strategic social media plan will address each facet of the core problem.

This plan will address the lack of a clear brand voice and establish Meeples Family as the fun casual environment they wish to portray.

Objectives: Objective #1 Provide 1 digital article that promotes Meeples Family Board Game Cafe in a fun, light-hearted voice establishing them as a local Orange County business that residents should want to support.

Objective #2 Provide an updated logo using their original branding and utilize it in a new business card.

Objective #3 Provide six pieces of content, and two templates that can be reused; one for Instagram feeds and one for Instagram stories.

Objective #4 Showcase a mock Instagram account with the new logo, highlight icons, and content from a feed standpoint so that overall aesthetic can be seen clearly and compared to their current brand voice.

Objective #5 Compile all of this information in a comprehensive communications guide that includes a social media style guide, a brand kit, content calendar, and media list.

Key Audiences/Key Messages: Primary Audience: Local Orange County Residents age 15 - 35 Key Message: Meeples Family Board Game Cafe is a unique local Orange County business that offers a fun night out and an experience you won’t get elsewhere for an affordable price, in the center of the Anaheim Gardenwalk.

Secondary Audience #1: Local Orange County Residents age 35+ Key Message:

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Meeples Family Board Game Cafe is a local Orange County business that offers a fun and affordable activity for the whole family to enjoy, and is located in a prime area for shopping and dining out. It’s safe, casual, and family friendly!

Secondary Audience #2: Tourists visiting Orange County Key Message: Meeples Family Board Game Cafe is one more of the many unique experiences Orange County has to offer; a quick 10 minutes from Disneyland it’s the perfect way to end your day or visit from your hotel.

Located in the heart of the Anaheim Gardenwalk you will get a taste of everything Orange County has to offer including this family-friendly board game cafe.

- Implementation Strategies & Tactics: Strategy #1: Rebrand Meeples Family Board Game Cafe in order to attract an audience to their Instagram.

Tactic: Implementing a specific color scheme associated with their brand and using it to create a mock Instagram with highlight icons, and a new logo.

Tools: Instagram, Canva

Strategy #2: Establishing a strategic and specific brand voice.

Tactic: Using and creating hashtags, caption outlines, and clear messaging when describing Meeples Family Board Game Cafe, and echoing this language in a well-informed pitch that can be used by the client for press outreach.

Tools: GSuite, Google Sheets

Strategy #3: Provide Meeples Family with a complete, comprehensive communications guide.

Tactic: Equip them with strategic tools and guidelines in order to best promote the value of the business, and to maintain the consistent branding in order to reach their target audiences.

Tools: GSuite, Google Sheets

Strategy #4: Provide Meeples Family with deliverables to be used for promotion.

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Tactics: Deliverables will be created and made accessible to the client including content, usable social media templates, and multiple press materials.

Tools: Canva

Evaluation: Each one of the objectives plays a significant role in the strategic social media plan, by executing each of the objectives and strategies we hope that the social media presence and overall brand voice of Meeples Family Board Game Cafe will elevate and bring in new audiences to both their Instagram and ultimately their physical location. By pinpointing the messaging surrounding Meeples Family they will be able to clearly express the value of the experience offered at Meeples Family B.G.C., showcasing the unique elements offered that set them apart from other toy/game stores. Our objectives are looking to target local Orange County youth, with a focus on those who fall between the ages of 15 - 35. The value of the new social media content and rebrand can be measured by tracking the insights and analytics provided by Instagram. As of Monday, March 21st the @MeeplesFamily Instagram account currently has 224 followers. Our objective is a 10% increase within the first three months after using the new content and brand style guide. This strategic plan is set up in a way that provides the client with the tools needed to succeed as a small business in the foreseeable future. By providing templates along with ‘usable content’ this plan aims at strategically showcasing accessible tools and communications methods that can be upheld by the client following the end of the campaign.

Deliverables: Instagram Story Wild Card Wednesday’s (Long-Running Social Media Campaign) Four Instagram Story templates provided for a long running social media campaign to be posted each Wednesday as reflected in the content calendar. The templates are intended to be paired with Instagram’s ‘Question Box’ feature, which allows followers to interact with the story, answering or asking questions depending on the week. This will improve accessibility and interactivity, allowing the audience to feel more connected and for the account itself to feel more personable and to push brand voice.

General Announcement Template (Recurring Template for Stagnant Info) An individual Instagram Story template is provided to serve as a recurring base post for stagnant information such as store hours, general information, announcements, etc. The green and white checkered pattern comes from the sign at their physical location to bridge the connection between their digital and physical presence. This will improve authenticity, clarity of messaging, and provide an easy and

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accessible way for people to get quick information.

Individual Story Templates (To Increase Engagement & for Sporadic Messaging) It’s valuable to include blank story templates that are not tied to a recurring campaign. There is no pressure for these to be posted on Wednesday, they align with whatever current messaging needs to be conveyed and can be used for a multitude of reasons. With the interactive question box story templates mentioned prior, posting followers responses on a branded background is a smart way to maintain brand voice.

Instagram Feed Game of the Month (Long-Running Social Media Campaign) Four Instagram feed templates were provided in order to be used in a long-running social media campaign being posted on the first Friday of each month as reflected in the content calendar. By implementing a recurring piece of content it gives the feed perspective a cohesive look and allows followers to interact with it easily. In the template example I have provided a caption and hashtag to include in order to encourage engagement through comments. Posting a game each month highlights what Meeples offers and caters to different target audiences.

Meet the Team (Long-Running Social Media Campaign) Photo content performs well on social media, especially Instagram being a photo-centric platform. Photos can unfortunately look messy and overwhelming from a feed standpoint, but incorporating frames and cohesive content you can make the feed look clean while getting engagement from photos.

The audience typically wants to see the face behind a small business and it assists in making the brand/company more personable.

Women’s History Month (Individual Social Holiday) Making sure to keep a balance when posting socially relevant content is an important step in digital presence. If a holiday is general and resonates naturally with the brand, it can be used in a positive way.

But making sure not to post unnecessary content for 'inclusion' purposes, especially if they are culturally-specific holidays that don't make sense for the brand to touch on.

International Board Game Day (Individual Social Holiday) Promoting and using individual holidays or events to your advantage is a smart way to introduce new content to your audience in an easy way. By creating content calendars in advance you can balance your recurring campaigns with individual content to enhance the brand voice. With 'social media holidays' such as Board Game Day, Meeples Family can create engaging content they may not have thought of otherwise.

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Meeples Monday (Long-Running Social Media Campaign) 'Meeples Monday' Pulls Yelp reviews and showcases them on Instagram. This provides authenticity and community connection.

Internal Communications Tools Meeples Family; Complete Communications Guide A complete comprehensive communications guide for Meeples Family was provided including a breakdown of the specific brand voice, the key words for messaging, a brand kit, and a content calendar.

By including all of this information within a spreadsheet, it allows the client to access everything quickly and easily and continue with the campaign on their own.