MENNA’S

JOINTDigital Marketing Campaign

About Menna’s

•Started in 2003 at MSU

•The only legal joint in town

•USP – The Dub

•Now has 7 joints in 6 cities around MI

Target Audience

•College students

•Residents of college towns that

don’t attend the schools

•Visitors of the city that have

probably never heard of Menna’s

(Tourists)

The Big Idea

•Utilize Menna’s USP – The Dub

•Bring attention to the dub in all 3

target markets

•That’s why I came up

with…

MENNAS’ JOINT:

WHAT THE DUB?!

Key Performance Indicators/ Goals

•Increase traffic to

www.mennasjoint.

com

•Increase online

ordering

•Google analytics

Tools & Tactics – College Students

•YouTube shout out

•Blogs

•Social Media• Sponsored trend #WhatTheDub

Tools & Tactics – Residents of college towns

• Inbound Marketing

•Facebook Community Fan Page

Tools and Tactics -- Tourists

•SEM• Google Adwords

Budget

• Research Shows that Menna’s would likely have

an advertising budget of $450,000 a year

• Here’s how it was allocated• Agency man hours to build entire campaign -- $45,000

• Promoted Community Facebook page -- $90,000

• Google Adwords Search Budget -- $40,000

• Google Adwords Banner Ads Budget – $30,000

• Promoted tweets and Facebook posts – $32,400

• Promoted Trend on Twitter #WhatTheDub -- $200,000

• Remaining $12,600 goes to Tyler Oakley for promoting our

restaurant on 3 different videos