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Go

IGG… or go Home

How Biggby Coffee’s Localized Edge can propel its Digital Growth

Erin Cullen MSU New Media Drivers Liscence, Summer 2011


ASPIRATIONAL Increase Social media mentions

Differentiate Biggby’s Brand Increase brand awareness in Target


TARGETED Primary • Ages 25-44 • White Collar • Awesome Secondary • Ages 18-24 • Students • Tech Savvy • Also Awesome


COMPETITIVE Uniquely Localized GO GREEN!

Growing, yet still novel

= Better Experience

High Quality, Slightly higher price


RECOGNIZABLE Identifiable,

Location-specific

logo on social media platforms Use “Parent/Child” Accounts on Facebook Place Pages

Integrate Facebook

content and branding on Twitter

I BAY, W GREEN KALA

MAZO O

GREEN BAY, W I

G BUFFALO

ROVE, IL

Ind ia

nap olis

, MI KALA MAZ OO, MI

EAST LANSING, MI O MAZO KALA

, IN bu Colum

s, OH

, MI


INTERACTIVE The Relationship Builder

The Conversation Contributer Hear and be heard.

Get to know your customers.

The Expert Share expertise of product category. Develop yourself as an authority in your field.


SEARCHABLE Free Wi-Fi at Biggby Coffee! Come in and study. free internet access and $1 off coupon! www.biggby.com

Keyword: Weather Forecast Detroit Keyword: Free Wi-fi East Lansing Cool Off at Biggby Coffee! Beat the heat with a Biggby Crème Freeze. Click here for a $1 off coupon!


Successful Success Measured in‌

Social Facebook Fan Media Mentions Growth/Interaction

Site Traffic

Blog Followers YouTube Ad Participants


FISCAL

Digital Strategy – Budget Allocation

Twitter Managemen t

Impr essio base nd ADV / Y ou Cha Tube nnel

SEM/G oog AdWor le ds

11% 14%

31%

esign Facebook Re-D and Page Management

18%

26%

Blog e nt m e g a Man


PERSONAL Create Biggby

Place of Mind”

Interact with

Consumers in a REAL way

Increase Recognition as Biggby brand Grows

Digital Marketing Strategy for Biggby Coffee  

A final Presentation for my New Media Drivers License Class Summer 2011.

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