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TRANSCRIPT
DipIt’ Into Shape, it’s not too late. By: Kayla Gunn
“To DipIt’- DipIt’ Good.”
DipIt’
CEO of DipIt’ - Kayla Gunn
Website - www.DipIt’.com
Contact Info: (555)555-5555
Email - [email protected]
Operation Hours: 12:00pm - 10:00pm Monday - Thursday
12:00pm - 2:00am Friday - Sunday
What is DipIt’?
DipIt’ is the new and improved way of enjoying America’s favorite classic ice-cream known as Dippin Dots. Although only strictly sold in certain locations in the past, Dippin Dots will now be available at anyone’s doorsteps just in the matter of clicking a button. DipIt is a new application for both iPhone and Android that allows it’s users to select from a menu of flavors and within minutes after ordering, receive their ice cream at their desired location. This idea sprouted from the fact that although Dippin Dot’s is the ice cream of choice for most individuals, it’s nearly impossible to find Dippin Dots sold anywhere and the heartache of this needs to go on no longer. Now, thanks to DipIt’ people everywhere can enjoy this delicacy dessert anytime just by downloading the app.
Customer Profile #1 Stacey Fisher
Demographics: Twenty-Five, Female, Graphic Designer, Medium Income, Single, No kids, Palm Harbor, Fl.
Psychographics: Seems fairly positive, always traveling. Hangs out on the beach a lot (assuming Clearwater Beach due to location of living) and
seems very social.
Buying Habits: Social media shows that she tends to frequently spend money on nights going out: bars, restaurants, etc.
Content & Messaging: Prime targeted audience due to location, lifestyle choices, and schedule. Most users who order DipIt’ are suspected to be
those who are in their twenties who will come home after going out on a night of the town and would be excited to order Dippin Dot’s at 12:00am
with their friends.
Customer Profile #2Marissa Jennings
Demographics: Thirty-Two, Female, RN Nurse , Medium Income, Married and has one kid. Lives in Wesley Chapel.
Psychographics: Seems like a hard worker, values her family and friends, content with working and hanging out with her son on the weekends,
loves to read.
Buying Habits: Just purchased a brand new home in location adjacent to Tampa, Fl. Has openly admitted on social media she has already started
saving for her kid’s college and goes to the movies frequently.
Content & Messaging: Secondary targeted audience based on location and values - she is currently located in an area that doesn't have much
and values her kid’s happiness. Our hopes with customer’s with similar profiles will take advantage of the delivery aspect to DipIt’ and will enjoy
the time the app brings.
Customer Profile #3 MiKayla Collum
Demographics: Eleven years old, female and is in middle School. Does chores around the house to make money for the week. Lives with her
parents and her brother who is nine years old in Atlanta, Georgia.
Psychographics: Very happy girl loves hanging out with her cheerleading friends, has a very strong relationship with her parents and loves
watching movies.
Buying Habits: She does has a Facebook and it shows that she spends a lot of time with her cheerleading friends where they spend money on
trips for competitions.
Content & Messaging: Third group of targeted audiences for their inability to drive but their passion for hanging out with friends and
having a good time. We are hoping that a big portion of our customers are those in fact young in age who can enjoy the benefit of having something
without being able to get it on their own.
DipIt’s Goal:
DipIt’s primary goal is to raise brand awareness. Since DipIt’ is a brand new company and has yet to receive a customer for it hasn't launched yet, the first main goal needs to be to get the Brand’s name out there. In order to do this we need to
attract those that we already know will take interest in the services at DipIt’. Once this occurs we can then move to our secondary goal which is to get others involved by word of mouth. Turn this act of buying delivered Dippin Dots into a trend like
performance making it so that those who wouldn't originally think this was a good idea now thinks of it as being a fantastic new app.
How To Commit:
In order to embellish brand awareness we need to announce the idea in a big way by abiding by an interesting press release and then later attracting famous food
bloggers to comment on the new app. When searching on past unique press releases I found that the best thing a company will decide to do is to ensure that the opening line to any and all press releases are truly amazing and unique so that it stands out. Thinking of the company name“DipIt’” I thought it best to clash it with the iconic
song “Whip It” therefore it reads “DipIt’, DipIt’ into shape, It’s not too late, to DipIt’!” This will be the first that the public hears of the brand so it does in fact need to make for catchy statement and by combining this song it defiantly will. After this has be released, a few days later the company then needs to approach food bloggers
but also journalist that can cover the new app and release articles online.
How To Connect:
Once the public has heard news of this new app, we suspect then a lot of users all over will be downloading the app to their smartphones. Although downloads and sign ups are free for all to use, it will however ask you to submit a working email address and a request for subscription. Then going forward, when a user orders anything they will automatically get sent a receipt but also this opens doors to allowing us to send them weekly deals, new flavors, etc. Users will literally be
allowing us access to them 24/7 and they won’t even realize it which is why we have this done during sign up so that it’s not a hassle for users to accept and it’s not
us being annoying or bothersome.
Social Media:
Facebook - We will let users have 20% off their next delivery by posting a photo of themselves enjoying Dippin Dots but tagging their home as the location and hash tagging DipIt’. This will allow
other users to be reminded that you can not enjoy this favorable dessert at home.
Instagram - We will run a free delivery charge to any group of friends that post a photo with the caption stating “We all want to DipIt’ - DipIt’ good” along with the hashtag DipIt’. This will get
users excited to do their own group photo with their friends and will also make as a comical post with the ridiculous caption with it. This is also a good deal, if you have so many people wanting
Dippin Dots this allows them to get it without the extra charge.
Twitter - If you retweet any of DipIt’s posts on twitter you will be sent the coupon of the week, which means that users can only qualify for one coupon a week but have every week to
earn something new. This is so easily done most people will use this as a way to get a deal and DipIt’s will be seen all over Twitter.
In order to help embellish brand awareness we need to connect with users upon these three frequently used
social medias: Facebook, Instagram, and Twitter. In orderto do this we will push the following different campaigns:
Measuring Involvement
To see if our social media campaigns are working, we will keep track of which site holds more responses and why. Meaning, we will keep track of how many people
are checking in on Facebook, how many users are posting group photos on Instagram, and how many tweets are being retweeted. In order to do this we need to
advise to a simple way of recording this but that is why the use of Hashtags are great - not only do they work in a word to word concept way but also all store in the
same database tables within a social media. For example, if the rules are that you need to post a group photo with a hashtag, all we really need to do in order of
seeing who completed the task is search the used hashtag and seeing how many hashtags there are. If it says there is 15,000 and we’ve only pushed 30 of those, we
know that 14970 users have involved themselves in this campaign.
Competitor #1Uber Eats is DipIt’s biggest competing business for not only do they fall under the same services but they offer more of a selection whereas DipIt’ is just Dippin Dots. They are a threat not because users will use them to receive Dippin Dots but because users will
turn to them if they are not set on this exact dessert. We are in use of the same social medias so we need to ensure that we aren't just pushing for more followers and likes but that our content overcomes theres and that we constantly are striving to get more
engagement
Social Medias: Facebook, Twitter, & Instagram.
Content: Current Events Related posts & Fun Facts.
Facebook Stats: 224,693 LikesTwitter Stats:
14.7k Likes, 39k followers, & 5798 tweets. Instagram Stats: 74.6k followers
Engagement: From San Francisco all the way to Florida.
Competitor #2GrubHub is our second largest competitor and though it acts just like Uber Eats, it differentiates itself by being the most established food
delivery service due to it’s length of time of being open and it sometimes offers a better delivery rate fee for the fees are pushed by the restaurants not the app. Although GrubHub is the most established food service the reasoning as to why Uber Eats is our biggest threat is
because more and more users are turning to them instead due to the frequent amount of cars available to deliver.
Social Medias: Facebook, Twitter, & Instagram.
Content: Service Push Content
Facebook Stats: 1,239,027 LikesTwitter Stats:
14.2k Likes, 210k followers, & 86.8k tweets. Instagram Stats: 29.1k followers
Engagement: From Chicago to anywhere in the U.S.
Competitor AnalysisBoth businesses use the same social media that DipIt’ has already decided to use and though GrubHub has more Facebook likes and more Twitter followers, Uber Eats tends to get more engagement due to the fact that they post compelling content whereas GrubHub just seems
eager to push for more sales. Now being aware of what our competitors are doing and seeing what works and what doesn’t, we can go forth with the social media outline already established. Our outline involves creative content where users are actually getting involved upon post
not just within, and we have an idea that will push for interactivity amongst all three social medias - not just one platform.
Social Medias: Facebook, Twitter, & Instagram.
Content: Service Push Content
Facebook Stats: 1,239,027 LikesTwitter Stats:
14.2k Likes, 210k followers, & 86.8k tweets. Instagram Stats: 29.1k followers
Engagement: From Chicago to anywhere in the U.S.
Social Medias: Facebook, Twitter, & Instagram.
Content: Current Events Related posts & Fun Facts.
Facebook Stats: 224,693 LikesTwitter Stats:
14.7k Likes, 39k followers, & 5798 tweets. Instagram Stats: 74.6k followers
Engagement: From San Francisco all the way to Florida.
Uber Eats GrubHub
VS.
Engagement Ideas Going Forward
DipIt’ has already established it’s means of using all three social media accounts: Facebook, Instagram, and Twitter to promote brand awareness and to enact a word of mouth trend but now we need to decide what the social medias will bring to users on a day to day basics. One thing as an Internet Marketer I’ve
learned is this - “A social media thats been abandoned or forgotten is worst then never creating one.” That being said, we all at DipIt’ think it’s best to increasingly become aware of well put together content
and to push it constantly on all three platforms.
Facebook IdeasWhole Food’s “How to Videos.”
Due to being a huge franchise Whole Foods allows for eachlocation to run their own social media but if you keep up with their corporate Facebook page you’ll notice that most of their content are how to videos. Because this is a grocery store the video archives are on how to cook certain meals and usually run anywhere between 30-60 seconds and includes large text
which makes for an easy video to watch and grasp. Their most popular video got 3.5k views. This is something DipIt’
could engage with on Facebook but do it more in the means of a commercial bit where we can showcase the simplicity of
users being anywhere and being able to purchase Dippin Dots anywhere.
The ALS Ice Bucket challenge became viral upon Facebook, leading the ALS Association into discovering a new ALS gene
which has advanced them with their discoveries. If that wasn't enough reasoning for them to push this campaign then maybe the fact that they rose awareness within at least 36,000 followers on Facebook. DipIt’ could start a content campaign that for every DipIt’s cup of ice cream that gets eaten in less
then a minute (talk about brain freeze!) a dollar would be sent to help protect our glaciers. This would help our earth just as
much as help raise awareness for DipIt.
Instagram IdeasThe shoe company “Toms” advertises that with
each purchase of shoes it’s guaranteed that someone else in need of shoes will get a pair. Well this idea went to drastic
measures when their Instagram account released that if a user were to post a photo of their bare feet on a specific day and tagged Tom’s
account in it, the a pair of shoes would be donated. This reached thousands of users and caused for a big moment for Tom’s brand awareness attempts. DipIt’ could do something along the lines of
this by asking users to take a photo of them eating DipIt’ and with every photo a dollar went to a fundraiser whose attempts are to
feed the hunger.
FedEx uses Instagram as a way to reach out to users by showcasing unique photos of their trucks and planes
located all over the world in a means of telling a story through it’s brand. DipIt’ could use this same strategy by posting photos
of it’s delivery vehicle all over the U.S. and this will remind users that anyone can get Dippin’ Dots delivered.
Twitter IdeasTaco Bell had the right idea when it established it’s “Taco Bell’s
Emoji Engine.” This is where a user upon Twitter can tag TacoBell and with the use of emojis create a gif by posting and allowing for a response from Taco Bell. This is such a unique and fun way to getinvolvement within a social media platform. DipIt’ can do the same thing but instead of forming a taco to the user’s liking, use a Dippin
Dot’s ice cream ball.
Dominoes did something similar but did it more in themeans of users being able to easily order off of twitter. Now
with Dominoes users can tweet the emoji of a slice of pizza and just by tagging the words #EasyOrder their order goes into the
database pulling up their previous order and resubmitting itto be ordered again. DipIt’ could include this on Twitter but change the emoji from a slice of pizza to an ice cream cone
which will get engagement, push for users to proclaim to all their followers that they are ordering from DipIt’, and
pushes sales.
Facebook PlanStart with the 20% off next delivery if users posts
photo of themselves enjoying DipIt’ at home with appropriate hashtag. This will originally get users talking about DipIt’ on
Facebook.
Then push “How to Videos” to showcase how easy it actually is to use the DipIt’ app. Push these about three times a week. This will remind users that whenever they want Dippin’ Dots
they can have them.
Around the fifth month we will run the DipIt’ ice cream challenge where users will record themselves trying to eat an
entire cup of Dippin’ Dots in less than a minute. This will promote the name and raise brand awareness along with
supporting our glaciers.
Instagram PlanStart off with pushing for free delivery whenever a user posts
a group photo with the already approved caption: “We all want to DipIt’ - DipIt’ good” and the hashtag DipIt’.This will get users excited but also allows them a discounted chance to
try out DipIt’ for the first time.
Then we will push photos that will deliberately state that DipIt’ is everywhere and is being used by everyone just like
FedEx does with their account. We can post about three photos of this weekly with the hashtag #WheresDipItNow and it will cause users to remember that they too can order
DipIt’ anywhere and it’ll give them a story to follow.
Starting around the tenth month (five months after the DipIt’ challenge) DipIt’ will push for their Instagram Photo day
where we ask users to participate by taking a photo of them eating DipIt’s and hash tagging DipIt’ in order to save money to support food hunger. This will promote brand awareness
but also show that DipIt’s goals in getting involved in helping several different world issues is a must.
Twitter PlanStart by announcing that with any retweet a user will be
directly sent that week’s coupon. The app will only accept one coupon a week which will help keep track of this campaign
and will prevent it from going badly.
Then we can push our ordering tactic with the use of emojis just like Dominoes did. DipIt’ is a way for users to receive
quick delivery for their favorited ice cream and to be able to make it even easier for users to do so will only open doors to
new clients.
Starting in the fifth month to correspond with the DipIt’ challenge, the Twitter account will allow for emoji gif creations just like Taco Bell did. We’re hoping that the
challenge will be the prime time for DipIt’ and that having this fun interactive post option will only push the idea even
more so.
How to Cross-Promote Between the 3 Channels
Having three different social media’s to push the same brand is by all means helpful in the fact that each platforms allows for different content. The challenge of this though is being able to get users of each
platform involved in all three - now a days this is easier for they all include the share button that links to each social media but still it’s DipIt’s job to accommodate an easy way to not only connect the three but to try and have the same fan base on all three sources. The way in which we will try and promote this is by not only reminding users of each three accounts every time they order but to publish in each bio about the other two remaining social medias. This will act as a constant reminder to users that though they
follow us on Instagram they still need to follow us on other accounts too. Also in posts we will casually announce the other accounts. For example - It’s a Tuesday and we just posted a photo of DipIt’s delivery vehicle on the beach in Clearwater, Fl. The caption can read #WheresDipItNow just left Clearwater Beach
Fl. - check out our Facebook page to see where he’s heading next.
Influencer Marketing On Each Social Media
On each social media we need an Influencer who could possibly support DipIt’ by showcasing our services on their accounts. Here are three ideas of who we could possibly use to endorse such an effect.
Miley Cyrus who has 61.6 million followers on Instagram has provided it’s users with a total of 6,074 posts and all we ask of her is one more that would showcase her ordering DipIt’s off of her Twitter account by the use of an ice cream cone emoji. If we could get this photo up we would not only reach all of her users on Instagram but also compete with Dominoes commercial that went viral of Modern Family’s star Sarah Hyland ordering dominos by just submitting a pizza emoji.
It’s also a way for DipIt’ to cross-promote from Instagram to Twitter.
The show The Walking Dead is always being discussed via Facebook and currently has 34,836,750 users that follow their Facebook page. If we could get the cast to pose for a photo of them all
eating DipIt’s while having zombies in the background with the caption “Even the cast of The Walking Dead” have time to order DipIt’ it would really push for sales in a comedic way.
Kim Kardashian seems to be the talk each week and with a Twitter account with 50,330,100 followers it would be incredible to get her to post a photo of her and her other famous sisters
enjoying a cup of DipIt’s. It would probably go viral just with the abnormal obsession everyone has for the Kardashian family but the goal would be to show that even celebrities whose image is
always for the world to see accept the calories of Dippin Dots as well.
Social Media CalendarBeing that DipIt’ will be maintaining three separate social medias in order to raise brand
awareness while keeping content corresponding with one another it’s important to develop a calendar in which DipIt’ will keep up with.
A closer lookThe first content distributed on all three social medias will be
the announcement of the new company DipIt’. In each announcement a user will be able to not only hear of the new
business and the services it has to offer but also find out a way to get a deal on their orders.
Facebook will push for users to take a photo of them enjoying DipIt’s at home with the use of the hashtag #DipIt. This is a good campaign for it not only gets users to get DipIt’ once in
order to take the photo but also a second time to use their 20% off discount.
Instagram will offer an even better deal to users proclaiming that if a user and a group of friends all take a photo with the
caption “We all want to DipIt - DipIt good.” then they will get a free delivery charge. This is a good attempt to get users to not only talk about the new business but gets them a deal to
try it for the first time.
Twitter will then announce that there is a way to keep earning offers for DipIt’ and that is to retweet one thing from their
twitters new feed once a week and the user will receive that week’s coupon. This will work great for it’s not a one time
thing and it will have users constantly checking the material being posted via Twitter.
Description As the CEO and PR specialist of DipIt’ I truly think it’s
best to push posts each and everyday to not only help enhance awareness but to continuously show efforts to
connect with users.
Our How to Videos will incorporate fun and new ways that users can enjoy the services DipIt’ brings. It will act as a
commercial for it will be a video archive and it will showcase via Facebook in order to earn spotlight through the many
different other how to videos currently trending.
Our DipIt’ challenge that will also be sponsored through Facebook will be based on the idea that users will eat DipIt’s
ice-cream in a small amount of time and post video proof of it on Facebook. For each user who does this he/she will earn the glaciers one dollar that will then lead] to proceeds set to help
the environment and protect it’s needs.
“Feed the Hunger” will act as a Instagram campaign in which will push for users to post a photo on their profiles
showcasing them enjoying DipIt’s. When this is accomplished a dollar will be sent to those in need.
Irony Photos will also be on Instagram and will showcase DipIt’ delivery cars all around the U.S. to help brand
awareness but also to remind users that they now can get Dippin Dots anywhere with the help of DipIt’.
Last but not least, Twitter will also remind users to have fun with the use of emojis when ordering DipIt’ making the
process of ordering not only simple, but enjoyable. To get Twitter involved, we will then push for an easy means
of ordering via Twitter.
Facebook ExamplesDipIt’s challenge will be represented on a photo so that users can clearly associate glaciers with the challenge. It will have a link added to it so that the banner isn't filled with too much
information and the link will direct users to DipIt’s blog where the challenge archive will be present. On that archive the user then can read the rules and come to a conclusion on
how to easily be a part of the challenge.
For our 20% off next delivery Facebook campaign offer, users will post photos like the one below (of coarse with DipIt’ ice-cream.) Once several users start to do this, DipIt’s Facebook
profile will start to share this on it’s own newsfeed in a earned media kind of way - users who submit photos will be giving
us material that we can then go share on our page!
Instagram Examples
Just like the DipIt’ challenge post, the “Feed the Hunger” benefit will be pushed within a banner that withholds a link to DipIt’s blog. This is so that there isn't too much detailed
information on the post in efforts to not scare our users away.
In means to show that DipIt’ will be available basically anywhere, Instagram will posts photos of the delivery vehicles in extradorinaiy locations. It goes as a simple reminder to users that they too should order DipIt’.
Twitter ExamplesDipIt’ will push this banner out on Twitter to let users know that order DipIt’ just got easier. With the use of the ice-cream
emoji users can simply just post a tweet now with the emoji in place and DipIt’ will resend the last order to the same location
just like that!
DipIt’s Twitter account will constantly push posts such as this to remind users that if they retweet just one of DipIt’s tweet during a weeks time then they qualify for that week’s offer.
What I like most about this post is that there is a link available for users to retrieve information on the current offer making it s that the user can identify if they should take the deal or not.
Amplification Strategies It used to be that marketers had to pay for a specific spot in a magazine or a certain space in a newspaper, but now a days content can be seen from almost everywhere on the web and though we might still have to pay to be seen there are always
ways around that.
Instead of paying for DipIt’s content to be pushed, DipIt’ has decided to not only use what already works but also use
strategic ways to connect with users unlike any other businesses.
For example, according to AdWeek Dominos has proved that with the use of emojis for means of simple ordering via
Twitter the business has earned loyalty points and increase in sales. DipIt’ has decided to follow their lead due to the success making this a prime example of using what already works. An
example of being unique is taking the concept of “How to Videos” and adding DipIt’s own twist on it by allowing the
video not to be a demonstration archive but more as an inspirational one.
If our strategies prove to be ineffective we can always rely on the content that our followers will be pushing and that is why most of DipIt’s strategies rely on interactive solutions between
the business and the user. All the way in which users can receive offers or help a cause comes from them publishing
material on their own social medias - if we aren't being heard via our own social media channels than hopefully our word
gets out via users content.
For the two ads that I created to run on Facebook and Instagram I decided to with a $200.00 lifetime payable amount
to both help push each concept. The ideas that influenced theses posts will retrieve acknowledgment hopefully of their own but need a good head start to be able to help push the word out. I decided that with both the targeted audience
should be in the U.S. and within the ages of thirteen to fifty being that thirteen is when you usually receive your first
phone and fifty being the age that you normally stop using apps. These two posts are expected to retrieve the most
attention therefore we need to set aside the $400.00 that we are planning to spend on them all together.
Ad Creation
References
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Aland, Maggie. (2016)”29 Press Release Examples From the Pros.” Retrieved from:http://fitsmallbusiness.com/press-release-examples/
King, Cindy. (2013) “21 Social Media Marketing Tips From the Pros.” Retrieved from:http://www.socialmediaexaminer.com/21-social-media-marketing-tips-from-the-pros/
Young, Heike. (2017) “The 30 Most Brilliant Social Media Campaigns 0f 2015.” Retrieved from:https://www.salesforce.com/blog/2015/12/2015-most-brilliant-social-media-campaigns.html
Association, ALS. (2017) “Ice Bucket Challenge FAQ” Retrieved from:http://www.alsa.org/about-us/ice-bucket-challenge-faq.html
Kissmetrics. (2017) “The Definite Guide to Influencer Targeting. Retrieved from:https://blog.kissmetrics.com/guide-to-influencer-targeting/
AdWeek. (2015) “How Ordering-by-Emoji (And Other New Methods) Are Helping Brands Deliver Their Core Messaging.”Retrieved by:http://www.adweek.com/digital/how-ordering-by-emoji-and-other-new-methods-are-
helping-brands-deliver-their-core-messaging/