Marketing communication for King Soy, a vegetarian delivery service opening in a college town. Audience: Facebook users, Twitter users, online menu users Strategy: Because we anticipate the vast majority of our customers to be college students, we are focusing primarily on online advertising on the above listed sites/formats. Our message will be similar on each, but tailored as follows: 1. Facebook’s new advertising platform will let us target ads and “like” posts. As such, we will offer coupons to those who like us and make sure those who do are most likely to have friends with similar tastes. 2. Twitter will be used for quirkier purposes, not the normal, dry, business stuff a lot of places use it for now. Funny quotes, links to videos, flash deals, and the like will be our primary communication through this channel. 3. Online menus will, according to research, bring us the largest percentage of our business. As such, we have partnered with several local delivery services to offer various deals, discounts, and promotions over the year at key times, such as finals and the week before Christmas break. We will also have stickers and other ads promoting this relationship throughout our store, educating walk-in customers about our affiliation and giving us a hip, online edge. Future formats: We understand the online world changes and fads must be aggressively used while still relevant. To that end, we have hired a small online marketing consultancy to make sure our message stays relevant - and is being given in the right places to grow our business. Projected effectiveness: We expect our three-pronged approach to online communication to be successful in such a tech-accepting place as a college campus. As long as we don’t seem “fake” or “stiff” to those students seeing our ads, an online presence can only help, and, as stated above, could certainly bring us the brunt of our business, Closing: This document serves as a general guide to our online communications and may change depending on the business’s needs and focus. As of this writing, however, several other local businesses have employed similar schemes to great effect. Let’s keep it fresh, original, and funny. The kids can tell when you’re faking!