Situation
Sunshine Café has identified college students as the ideal audience for their coffee products and services. They thus seek to ensure that college students are familiar and have a positive image of their brand, as well as increasing the number of customers who are served in stores which are located in college towns. However, the organization has limited financial resources and, therefore, has not allocated any resources for advertising expenditure.
Objectives
There are two major objectives, under which there will be specific goals and actions which are supposed to achieve the desired effect. First, it is important to find inexpensive ways to promote the brand among college students. Secondly, the business in stores located in college towns needs to increase. Social media marketing is one of the easiest and most effective ways to promote a product. Fortunately, college students are some of the most ardent social media users hence it will be relatively easy to reach them via social media campaigns.
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Audience
The target group would be all the college students residing within the vicinity of any of the Sunshine Café outlets. These are majorly male and females aged between 15 and 25 years. These consist of approximately 60 per cent of the targeted market within these areas. They are also characteristically tech-savvy and ardent consumers of coffee products. Their spending habits suggest that their incomes are sufficient to facilitate their purchase of competitively priced products.
Strategy
First, Sunshine Café needs to establish a strong social media presence. The aim is to ensure that all college students come across Sunshine Café material when they are online. Second, the café needs to encourage their employees to offer better service. There is also need to improve customer experience especially at the outlets where business needs to be boosted. Thirdly, Sunshine Café’s campaigns need to appeal to the interests of the students, and to the public as a whole. They could, for instance, show interest and effort in alleviating health issues.
Tactics
The strategy involves several approached to social media marketing. First, the company will use promoted videos on Facebook, Instagram and Snapchat, These are cheap and will cost approximately $100. They be aimed specifically at social media users aged between 15 and 25 years who reside in the proximity of the Sunshine Café outlets. Secondly, the company should begin a campaign that features customers on social media, and presents them with an opportunity for self expression. For instance, the customer could be asked to put in their personal touch on how they would prefer the product to be changed.
Calendar/Timetable
The entire public relations campaign is designed to last at least six months. This is because results are expected to manifest slowly but over a long period of time. This campaign is projected to retain its effect in the long term and create brand loyalty. Paid social media campaigns will be carried out within the first month, after which contact will be maintained with the captured audience.
Budget
No budget has been allocated for this program. However, an approximate $1,000 is expected to be spent in miscellaneous expenses. Some of these expenses will be the purchase of paid social media advertisements.
Evaluation
Evaluation of the effect will be carried through various ways. First, the increase of clients (or lack thereof) since the commencement of the public relations campaign will be noted. Secondly, an analysis of social media activity in collaboration with social media companies will indicate the number of clients who have been reached through social media platforms.
