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 Biggbyâ€™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
logo on social media platforms Use “Parent/Child” Accounts on Facebook Place Pages
content and branding on Twitter
I BAY, W GREEN KALA
GREEN BAY, W I
, MI KALA MAZ OO, MI
EAST LANSING, MI O MAZO KALA
, IN bu Colum
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 CrĂ¨me Freeze. Click here for a $1 off coupon!
Successful Success Measured inâ€Ś
Social Facebook Fan Media Mentions Growth/Interaction
Blog Followers YouTube Ad Participants
Digital Strategy â€“ Budget Allocation
Twitter Managemen t
Impr essio base nd ADV / Y ou Cha Tube nnel
SEM/G oog AdWor le ds
esign Facebook Re-D and Page Management
Blog e nt m e g a Man
PERSONAL Create Biggby
Place of Mind”
Consumers in a REAL way
Increase Recognition as Biggby brand Grows