Rick’s American Café Digital Strategy

The Big Idea

STR Black Card Contest STR= Straight To Rick’s Winner of contest receives a Black

Card Cut the line No cover 1 year Self +1 friend

Target Audience

Young adults 21-25 years of age East Lansing & Ann Arbor Internet access Interest in night life

Tweets & statuses with information on contest starts, submission deadlines, & winners

Submit contest photos Via Twitter: tweet @Ricks_EL #STR  Via Facebook: tag Rick’s in the photo or

post to Rick’s page, titled “STR”

Twitter & Facebook

Company Website

Page dedicated to STR Black Card Contest

Ability to submit & vote for contest photos

Blog postings with contest news Mobile version

Google AdWords

Example of Google AdWords advertisement for STR Black Card Contest

Search Engine Optimization Use the following keywords in

tweets, Facebook posts, company website blog posts, & Google AdWords ads: Rick’s bar Rick’s American

Café STR Black Card

Contest Rick’s Black Card Rick’s East

Lansing

Ricks’ Ann Arbor East Lansing bar Michigan State

bar Ann Arbor bar University of

Michigan bar

Key Performance Indicators

KPI Goal

Photo submissions 50/month

Contest page traffic 1000/month

Facebook likes/shares 750/month

Twitter favorites/retweets 950/month

Revenues 10% increase

Nightly attendance 15% increase

Budget

One-time digital marketing campaign development costs 340 hours at $250/hour= $85,000

Ongoing monthly digital marketing strategy costsItem Monthly Cost

Social Media $360

SEO $1200

Google AdWords $892.53

TOTAL $2452.53

Summary

Monthly STR Black Card contest using photo submissions

Twitter, Facebook, company website, Google AdWords & SEO

10% increase in revenues & 15% increase in nightly attendance

Brand growth through increased exposure & interaction