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Social Media Campaign for a Hypothetical Brand

By:
Ange Borriello
Chris Esola
Mariah Ricci
Marisa Scullin

Table of Contents
I.
II.
A.
B.
C.
III.
IV.
V.
A.
B.
VI.
VII.
VIII.
A.
B.
C.
D.
E.
1.
2.
F.
1.
2.
IX.
X.
A.
XI.
XII.

Introduction
Business Description
Mission Statement
Vision Statement
Target Audience
Research
Social Media Platforms
Social Media Presence
Manager Responsibilities and Requirements
Intern Responsibilities and Requirements
Content Strategy
Search Engine Marketing
Social Media Campaign
Goals Addressed
Description
Rules
Measurements & Metrics
Benefits
Brand
Consumers
Marketing
Offline
Online
Facebook Page
Social Media Management
Content Calendar
Team
References

Introduction

Our hypothetical business falls under the restaurant industry. Similar to Chipotle
and Moes, our brand, Ol Ol Ol, serves Mexican cuisine. Our restaurant is set up so
our customers can customize what they want for their meals in terms of types of meat,
and all other toppings. As a brand, our business is built to accommodate our customers
busy lifestyles with healthy food that is fresh and affordable. At Ol Ol Ol, we strive to
meet our customers needs and create an enjoyable experience every time they enter
Ol.

Business Description
Mission Statement
Whether dining in or on the go, our goal is to provide customers with the highest
quality of fresh, fast, and flavorful food. At Ol Ol Ol, we thrive off of a friendly
atmosphere and believe customers should have an exceptional experience every time.
Ol Ol Ol, have it your way!

Vision Statement
As a brand, we picture our business, Ol Ol Ol, growing in popularity and
expanding to areas throughout the United States. We hope to have a larger social
media presence and continue to run other successful campaigns that will benefit our
brand. Ten years from now, Ol will be the top competitor of Mexican cuisine
restaurants.

Target Audience

Similar to business' such as Chipotle and Moes, Ol Ol Ol is very popular

among millennials. Although they account for a lot of our customers, our target audience
is not limited to this particular set of people. Like Starbucks, our business attracts the
15-25 year olds that enjoy going to these types of places with their friends or
colleagues. Our other audiences consist of, but are not limited to families, working men
and women, and older folks that want to grab a quick, healthy meal that is affordable.
In terms of demographics, Ol Ol Ol will be located in highly populated areas
that have a healthy amount of business surrounding them. For example, areas like
shopping malls, cities, suburban areas, and college campuses are ideal places for our
business. Our customers will most likely be from middle-high class consumers that
enjoy healthy Mexican cuisine. A prime example of where Ol Ol Ol could be located
would be Cranberry Township of Pennsylvania.

Research
Our background research for our campaign was developed to understand how
brands similar to Ol utilize social media. The main restaurants we looked at were
Chipotle, Qdoba and Moes. From our research, we discovered what platforms were
popular among our industry, and what types of promotions and consumer interactions
were successful, and which ones were not.
In terms of promotion, Qdobas most popular social media platforms are
Facebook, Twitter and Instagram. After conducting research, we have concluded that
Qdobas social media presence is not as strong or as well-known as Chipotle or Moes.
Although this brand is a strong competitor among Mexican cuisine restaurants, Qdoba

does not utilize as many platforms as its competitors do. However, this brand does
interact with fans and customers by holding campaigns and contests that we will further
go into detail about. (Qdoba)
In terms of good promotion, Moes has the strongest interaction with their
customers on social media. They engage on Facebook, Twitter, Youtube, Instagram,
Google+, Vine, Pinterest, television, and the radio. From reviewing their sites, we saw
how their social media presence has really helped further establish their brand. Their
posts are creative, appealing, and reach a mass audience, which makes them stand out
among their competitors. (Moes)
Chipotle is another brand that interacts with their customers on social media sites
like Facebook, Pinterest, Instagram and Twitter. Their use of social media is very similar
to Moes in terms of content. Both brands post pictures of their food, along with allowing
customers to post pictures and comment on customer service. Both these brands utilize
the pros and cons of social media sites to see how they can improve their brand or be
more competitive against brands very similar to them. (Chipotle)
One way to do this is by using social media platforms to interact with customers.
Chipotle does this in a big way by conversing with customers over these platforms and
apps. According to Dan Klamm on Mashable.com, In a 2011 Nation's Restaurant News
study, it was found that Chipotle responds to 83% of Facebook posts more than any
other quick-service restaurant. Likewise, about 90% of the company's activity
on Twitter is responding to customers through @-mentions. These interactions show
customers that Chipotle wants to help and is committed to making their time spent at
the restaurant a great experience.

Chipotles new media manager stated We love to have conversations. Through

conversations and interaction, Chipotle can gain better insight on its customers, and
ultimately make their business even better. Consumers find this comforting that if they
have a complaint they know they will receive a timely response about their problems, or
maybe even a positive tweet supporting the good service they received. Considering
Chipotle had sales of 2.3 billion last year, a 23 percent sales increase, and an 11
percent same store increase, demonstrating how its worked to their advantage. (Klamm,
2012)
After doing some research about Moes, one of Chipotles biggest competitors,
we gained an understanding of how they advertise. As stated previously, Moes utilizes
more social media platforms. We found it interesting that one of Moes latest initiatives is
a Check in Club. Users register at a check in area, or on Moes.com, connect to either
their Facebook page or foursquare account and accumulate chips toward earning
prizes each time they check in at any of Moes 440+ US locations in 34 states. Also, on
Twitter, Moes ran a #sharethecheese campaign to drive awareness and participation in
its annual free QuSeso Day. (Lukovitz, 2012) On this day, all Moes visitors can get a
free six ounce cup of their famous cheese dip. Ol Ol Ol plans to hold contests and
campaigns that speaks to its customers that are similar to Moes, in hopes of creating a
stronger social media presence and gaining more loyal customers.
Just when we thought Moes couldnt interact more with its customers, we also
read about their Raise the Salsa Bar contest on Facebook, where fans submitted their
own salsa recipes. The winners salsa would be featured in Moes restaurants
nationwide. We cannot stress enough how Moes interacts with their customers and

creates a bigger and stronger fan base from doing fun contests like the two we briefly
discussed. (Lukovitz, 2012)
Last but not least, we looked into chain brand, Qdoba. Just like Moes, Qdoba
engages with hashtags on twitter. Just recently, Qdoba had a Valentines Day hashtag
smothered4asmooch. If customers purchased one smothered burrito, they would get
another smothered burrito for free! Qdoba enjoys interacting with their customers just
like Moes. Likewise, Qdoba also uses Facebook. This past year, they engaged with
consumers by asking them to vote for their favorite flavor of new queso dip. Qdoba
actually showed results as they were happening. By doing so, Qdoba kept their fans
attention longer and showed that their votes were being heard and recorded. Qdoba
realizes that in order to grab a persons attention, he/she has to be excited about it. That
is exactly what they did by having this competitive, yet fun, queso dip campaign.
(Qdoba)

Social Media Platforms

Facebook
One of the three social media platforms we decided to adopt was Facebook. Our
company selected Facebook for numerous reasons. This social media platform has
unique features and functionalities, such as popularity among a huge range of age
groups. The ages of Facebook users ranges anywhere from pre-teens to senior

citizens. This is the first reason our company chose Facebook. The content we share on
our Facebook page is seen by people of all ages.
On Facebook, our company will be able to interact with people of all ages and
this will help put our name out there (brand awareness) and gain a larger audience
along with more customers. Also, when Facebook users see and hear about our page,
our companys name will have a wider reach. By this, we mean users who are not
familiar with us will then share our page with their friends on Facebook (that are of all
ages as well).
Furthermore, some of the content that will be displayed on our page will be
promotion of deals. By promotions we mean contests and campaigns. The reason why
Ol Ol Ol will be hosting contests and campaigns is to engage with our fans and
customers. We want to hear what they think or what they want. The reason for contests
is to also recognize and reward our loyal customers and to show our appreciation. We
also want to keep expanding our brand awareness, growth, and hear any type of
feedback. Contests and promotions are always enjoyable for brands and especially for
their fans and customers.
Our Facebook page will have an About tab. Our brand believes it is vital and
extremely important for our customers and fans to know Ol Ol Ols background
information! The information that will be provided on this tab is when and how we
started, who founded Ol Ol Ol, our mission statement, our products, and a list of our
other social media platforms that Facebook users can check out.
The About tab is an effective tool for our Facebook page because people who
are not familiar with our brand will navigate here. This is where Facebook users can

learn about us and see what our company is about. Along with an About tab, our
Facebook page will also have a Photo tab, Video tab, and Locations tab. All of
these tabs will be important and will generate a wider fan base because Facebook
users will be learning more about our company and can actually see our fresh products
and how they are prepared. Lastly, our Locations tab will help save the time and
struggle of finding an Ol Ol Ol location around them! The reason social media is
extremely popular now a days is because it is all about convenience and this is exactly
what the Location tab provides.

Instagram
Another platform we plan to utilize is Instagram. This platform will be effective
because it is one of the most common platforms checked throughout the day. Unlike
Facebook and Twitter, Instagram is mainly just occupied by picture sharing. The only
text that is on the site is captions and comments. This makes it much easier for viewers
to quickly scroll down the page on a computer, or more commonly used smartphone,
without having to read lengthy posts, articles, and constant advertisements. People are
more likely to stop and look at a picture opposed to a wordy post with links.
Instagram is a platform chosen for the younger generation and millennials. This
brand awareness will reach a wide range of our target market and audience. It is
easy to access through the website or the App, which is on most of our target
audiences phones already. We will use Instagram for fun interaction with
customers, contests, deals, and to establish a greater social presence for our
brand. Instagram will help interact with our Twitter account through promotions to

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bring an overall increase of usage for both social media platforms for our brand.
Some other posts will include behind the scenes photos such as what we are
doing, our fresh products and ingredients, and how your meals are prepared. Our
username on Instagram will be @OfficialOl.

Twitter
The last platform we plan on utilizing is Twitter. Twitter will be an effective
platform because of its popularity. There are 288 million monthly active users on
Twitter. The use of hashtags in Twitter campaigns is a very effective way to reach
a mass audience. Twitter offers a feature that sends all of an account's tweets to
their mobile phone. Considering that 80% of all active Twitter users are on
mobile, this reaches a large audience.
Most of our tweets will not contain the full 140 characters. The reason
behind this is because most people, especially the younger generations, do not
want to sit and read a lengthy paragraph on Twitter. They will be more inclined to
read something shorter, and the tweets may include a graphic or link. This may
spark the interest of the user to see what the tweet is relating to. We can use
Twitter as a way to increase our brand awareness and also keep in touch with
concerned, curious and satisfied customers. Our Twitter account will also post
links from our Instagram and Facebook.

Social Media Presence

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Our management system will consist of an in house operation that will have a
marketing/social media manager and one intern. We decided to have a small
staff because our business is just starting up and we do not have a large budget
to work with. After conducting interviews to select our manager, we decided it
would be best for our business to have a manager that had a great depth of
social media knowledge and experience. Our managers job description will
consist of:

Manager Responsibilities and Requirements

Social Media
1. Strong experience with social media tools like Facebook, Twitter, Instagram, and
a.
2.
3.
a.
4.
a.
b.
5.
6.

Hootsuite.
Previous experience with running platforms
Communicate effectively and professionally with others on and offline
Experience with web/graphic design/Tech Savvy
Originality, creativity, authentic edge
Excellent organizational skills and time management skills
Multitasking
Stay on top of all social media platforms
Monitor social media trends
Prepared to act appropriately and timely with unfriendly or negative customer
comments

Marketing
1.
2.
3.
4.
5.
6.

Knowledge and skills to bring income traffic and more views

Aid in customer retention and recruitment
Develop creative ideas to help the brand evolve
Find strategies to give brand a competitive edge
Monitor business trends
Help develop promotions

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Intern Responsibilities and Requirements

For selecting an intern to work for our business, we want to find a hard working
individual eager to learn more about our company and benefit the brand. Our
intern would be with us for a minimum of three months from July to October. The
intern's responsibilities and requirements are listed, but not limited to the
following:

1. Have a degree within the communication, marketing, or emerging tech field

2. Experience/background with running a social media platform
3. Must have knowledge and experience with photoshop, web design, illustrator,
and Microsoft Suite (Word, Excel, PPT)
4. Be a team player, and open minded
a. Work collaboratively with others
5. Strong organizational skills
6. Effective communicator on and offline
7. Flexible hours
8. Reliable transportation
9. Great knowledge about our brand
10. Motivated/Driven
a. Determined to leave an impact on the brand after leaving

Content Strategy
The official website for Ol Ol Ol will display how our brand professionally
presents itself online. Just like our on the go service, our website will be easy to
navigate and help customers find what they are looking for. After typing in our URL ,
www.onlyatole.com, it will take users straight to our home page. Our newest product will
be located in the center of our home page with our logo in the top left corner. It is
important for our customers to know our story, our mission statement, and our values

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because ultimately, that is what is important to us. This information can be found if one
clicks the About Us tab at the top of the page.
Other tabs will be at the top of each page such as Menu, Connect and Find
an Ol. On the Menu tab, this is where people can look at our menu (obviously),
catering, ingredients and a nutrition calculator. Under the Connect tab, customers are
provided with all of our social media platforms and a FAQ page. The FAQ page will
serve as a strong tool because this is where customers can navigate to if they have any
general questions. Under the Find an Ol tab, there will be a location finder where
customers can type in their city, state, or zip code and the closest restaurants will be
listed.
Aside from the tabs located at the top of each page, our website will contain
photos of our products and pictures that were taken by our customers as well! It is
important for our viewers to see what our products look like and how they are prepared.
We also believe it is important to share pictures our customers took because we want to
share their enjoyable experiences with everyone who visits our website. Aside from
pictures, we will promote our special deals and any new and upcoming items that our
customers can look forward to. By doing so, this will help generate more buzz about Ol
Ol Ol and generate more business.
The last feature our website has to off is an order online button. This feature will
be extremely effective for our customers who are not only on the go, but for people who
love convenience. Our order online feature is another way our business accommodates
our customers who have a busy lifestyle. After ordering online, their food will be ready
for pick up within ten to fifteen minutes.

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Search Engine Marketing

For our brands website, we will utilize SEO to help create the fastest
reach to our online users. This will also be used to develop keywords to reach
users at a more effective rate. Our goal is to make our brand more accessible to
our customers in terms of reach, business, and customer satisfaction. Using SEO
will help us reach these goals through the SEO process. Starting with crawling,
SEO will help us link our search to other pages that will track them in the
database. A key feature SEO will help us with is through the index phase, which
will assign our page to specific keywords to narrow the search.
Since keywords are one of the main aspects of SEO, its important to
make sure our keywords do not leave room for broad results. Optimization is key,
therefore we should analyze what our competitors have already done with SEO,
and discover how we can utilize SEO in a more effective way. Some keyword
examples for Ol Ol Ol are:

Mexican cuisine near me

Mexican cuisine menu
Fresh mexican food
Healthy mexican restaurants
Fresh burrito bowl
Mexican menu items
Fresh mexican cuisine
Healthy fast food
These words and phrases are used to describe our restaurant and are specific to
what people will be searching for. They are positive ways to be known to the public. We
want these words to direct customers to our restaurant to show them what they want,

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which is a mexican restaurant that is healthy and for people with on-the-go lifestyles.
These search results will give them just that.

Social Media Campaign

Goals
Social Media Goals

Generate a stronger online presence as a result of our campaign

Get users interested in our business
Generate online community with target markets
Let users know we are a friendly company/encourage interaction with us

Business Goals

Recruit and retain customers

Profitability
Brand awareness
Growth

Campaign Description
Our campaign will be a photo scavenger hunt designed to feature what
products we have at Ol. The campaign, Get to Know Ol will allow us to
engage with our customers on a fun, interactive level. Winners of each photo
challenge will be featured on our Facebook page and our final winner will see
their creative hashtag on the backs of our employees tee shirts.
Pre campaign: We will have four photos previously taken of our products ready
to post when the campaign begins. The first weeks photo will be a burrito, second week
will be chips and queso, third week will be an employee cutting fresh ingredients, and
our final week will be a hashtag challenge for our Ol t-shirts. Whoever creates the best

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hashtag for our shirts will win an Ol shirt along with a gift card, and their hashtag will
be on the backs of our employees tee shirts.
Our campaign is designed to get our customers to interact with our brand
via social media. We will utilize our Facebook page to engage our customers with
a picture challenge. During the course of our campaign we will post a photo of
our product on our Facebook page and challenge customers to create the most
unique caption using our hashtag #Get2KnowOle. Users will post the photo on
their Instagram page using the hashtag, and push it out from Instagram to
Twitter. We will then filter through the photos on a daily basis by using the
hashtag to determine the winner of each photo challenge. We will reward them
with gift cards and coupons for Ol. Our campaign will take place during the
month of July. We figured this would be a good time to run our campaign
because it is a seasonal time where a lot of people are going out and spending
time with family and friends.

Post-campaign: After holding our campaign, we will continue to be interactive with

our users on our platforms. Being hopeful of the success of our campaign, we
plan to hold another campaign during October, featuring events themed around
Halloween. After learning what platforms were most successful during our
campaign, we will sharpen the focus of our content strategy for our October
festivity and make any adjustments.

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Rules
1.
a.
2.
a.
3.
a.

Users can only post one photo caption per challenge

This is to create an equal opportunity for all of our consumers to win
Each challenge will go on for one week
Challenges will start on Monday at 9:00 a.m. and end Saturday at 9:00 p.m.
Users can only win once
This is to make the contest as fair as possible and to encourage more

4.
a.
5.
a.

participants
Users must use the correct hashtag or their photo will not be recognized
#Get2KnowOle
For the final week of the campaign there will be 2 runner ups and 1 winner
Since our last photo challenge is more tedious, we feel that we should award
more than just one person for their participation and efforts.

Measurements & Metrics

Gain more followers/friends on social media platforms

Increasing our reach and followers along with customers
Good participation in campaign
The campaign will have a positive outcome if we have a good amount of

participants to work with

More participation means we reached more of our target market on our platforms
Positive & Negative feedback
We want to learn from our campaign, and find out what our customers liked and

what needs improvement for our future campaign efforts

Rise in profitability
Help our overall business at Ol
Grow as a brand
Generate more income
Look at how our social media presence expanded
Look at number of followers from beginning of campaign and then look at how

many we gained after the campaign is complete

See how many likes we received on our Facebook page throughout the
campaign
How many retweets and favorites we generated during each photo challenge

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 How many participants posted photos on Instagram using our hashtag

Impressions
Get our name out as a brand
Benefits

Brand

Awareness and getting our name out

Interaction with our customers and future customers
Stronger customer base and retention
Creating loyal customers
Compete with similar brands in our food industry
Positive brand experience
Building a social media reputation
Engaging with our target markets

Consumers

Winning prizes
Gift cards, coupons, and the chance to be featured on our next tee shirt
Getting to know our business on a deeper level
Sharing ideas and creativity
Receive credit and appreciation for their work
Having a voice

Offline/Online Marketing

Online marketing will consist of posting information on our Facebook page about
the campaign prior to when it begins
Draw in awareness to our campaign-the more the better
SEO strategy
Offline marketing will consist of posting/handing out flyers and posters prior to the
campaign to get the word out

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Have employees inform customers about campaign

Post promotional flyers in our restaurant
Press release
Table Trifolds
Print campaign info on bottom of receipt, tell customers to check out our
Facebook page for more information

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Content Calendar

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1
5

July
Mond
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Tues
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Wed
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Frida
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Sund
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Aug.
1

Aug.
2

27

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ec
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Monday, July 6 : Our first caption challenge is all about our Ol burritos! We fill each
burrito with fresh, flavorful ingredients that are selected by YOU, our customers!
Monday, July 13th: Ready for photo challenge number two?! Caption our
homemade queso dip matched with our delicious chips! (Dont forget to include
our hashtag #Get2KnowOle on your Instagram and Twitter accounts so we can
find your photo)
Monday, July 20th: Our fresh ingredients are what keep you filled up throughout the
day! Photo challenge number three will display what goes into each customized
order.
Monday, July 27th: Our final challenge requires YOU to come up with the best
hashtag for our employee shirts! There is no limit- you can make it as creative
and catchy as you want! Show us how youve gotten to know Ol.
KEY
The red F stands for Facebook
The purple T stands for Twitter
The blue I stands for Instagram
Throughout the week, our team and restaurant manager will be sorting through the
hashtags and deciding upon a final winner for each weeks contest. As we
previously stated, each picture for each weeks contest will be posted on our
Facebook page at 9am in the morning. Every day, our team will be sorting
through the candidates hashtags. The reason for this is because we want to keep
up with our contest and we do not want to fall behind or accidentally pass up any
posts. We will be checking posts 4 times per day. Once in the morning,
afternoon, evening, and night time.

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Our Team

Mariah Ricci
Hello, my name is Mariah. I am currently a sophomore public relations student
here at Slippery Rock University. I am a member of Rock PRoductions, UPB, and Honor
Society. As a communication major, I realize the importance of utilizing social media in
the professional world. Developing a social media campaign for a hypothetical company
gave me a huge insight into how much time and planning goes into making an effective
campaign happen.

Angelena Borriello
Hello, my name is Ange. I am currently a sophomore here at Slippery Rock University,
majoring in Public Health. I am a member of Alpha Omicron Pi and will be joining PPHA
next year as well as Colleges Against Cancer. As a public health major, the field is
constantly growing with a wide range of job opportunities. This course, along with this
final project, has made me social media literate. No matter which direction of public
health I go into, I will be able to bring more to the table and help my company/business
have a stronger social media presence.

Marisa Scullin
My name is Marisa Scullin. I am a sophomore Digital Media Productions major at
Slippery Rock with an Art minor. I was a member of the womens soccer team for 2
years, along with Lions Club. This class has shown me that social media is so much

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more than just having a personal profile page for yourself that you use on your free
time. It is a way to get your brands name out and promote it through specific tactics and
thought out campaigns.

Chris Esola
Hello my name is Chris Esola and I am a Junior Public Relations major at Slippery Rock
University. I am a first year member of Rock PRoductions. Social media has been a part
of my life, but this class opened my mind up to many other ways to utilize social media.
It made me want to try and pursue a career dealing with social media. I hope to one day
work with social media for a non-profit company. This project showed me what goes into
a campaign and it was shocking how much goes into a simple contest.

References

http://blog.sweetiq.com/2014/02/a-lesson-on-social-media-relations-

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https://blog.udemy.com/best-social-media-campaigns/

http://www.businessinsider.com/how-chipotles-business-model-relies-on

http://www.chipotle.com/en-US/default.aspx?type=default

https://www.facebook.com/chipotle

https://www.facebook.com/moessouthwestgrill

http://www.fiestamexicopa.com/

www.instagram.com

http://www.madmex.com/

http://mashable.com/2012/03/21/chipotle-social-media/

http://www.mediapost.com/publications/article/184429/moes-southwest

http://www.moes.com/

http://susanjcampbell.com/success-stories-how-big-brands-met-social

https://twitter.com/chipotletweets

https://twitter.com/Moes_HQ

https://twitter.com/QdobaMexGrill

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