stephen hamilton

Brittany Beatty, Simona Giulio, and Jennifer Tran

STEPHEN HAMILTON - WHO'S HUNGRYMARKETING PLAN 2013

TRAVEL THROUGH FOOD

● Increase traffic and awareness across various platforms

● Interact with consumers through smart-phones

● Create a craving to Travel Through Food

Millennials and Gen-X Tech-savvy, Brand Advocates, Follow Trends

OBJECTIVES / AUDIENCE

BRAND ANALYSIS + SOCIAL LISTENING

BRAND ANALYSIS + SOCIAL LISTENING

COMPETITORS

● Threats - cost of printing magazine, with little ROI

● Opportunity ○ Cookware sponsorship ○ Tech-savvy foodies | share content (create brand advocates)

○ Tapping into the trend Travel Through Food

FINDINGS FROM SWOT

● Food/Photography Industry growing● Social Media advances and food photography sharing

○ - Foodie App

FINDINGS FROM PEST

CONSUMER PROFILE MILLENNIAL

CONSUMER PROFILE MILLENNIAL

CONSUMER PROFILE GEN X

● Travel Through Food concept● Social Media Strategy● Travel Through Food experience

SHORT-TERM STRATEGY

TRAVEL THROUGH FOOD

TRAVEL THROUGH FOOD

North East Coast Gulf Coast

TRAVEL THROUGH FOOD

Mid-West Southern

TRAVEL THROUGH FOOD

West Coast Las Vegas

SOCIAL MEDIA STRATEGY

Network Reach New WH

550,000 20% 5% $297,000

TWITTER PAGE ● Logo consistency with the Stephen Hamilton Brand (Facebook,Twitter)

● Change twitter handle @StephenHamiltonInc (available and consistent with Facebook)

#1 East Coast 64,400 possible followers#2 Gulf Coast 13,000 possible followers#3 Midwest 72,1000 possible followers#4 Texas 15,000 possible followers#5 West Coast 71,000 possible followers#6 Las Vegas 54,1000 possible followersGeneral: 248,900 possible followers

Network 555,000

TRAVEL THROUGH FOOD EXPERIENCE

COOKING DEMONSTRATION & FOOD PHOTOGRAPHY LESSON

1 per issue

30 people per class

$100 per person

$18,000 revenue total for 6 class

● Sponsorship with cookware company● Travel Around The World Through Food

concept● Who's Hungry App● E-mail Marketing strategy

LONG-TERM STRATEGY

SPONSORSHIP

● Product Placement model

● Establish sponsor relationships

● Showcasing branded cooking utensils

● Revenue-generating opportunities

TRAVEL AROUND THE WORLD THROUGH FOOD

IndiaItalyMexico

FranceJapanThailand

WHO'S HUNGRY SMARTPHONE APP

1. Stephen Hamilton's Brand all in one place

2. Instagram just for Foodies!

WHO'S HUNGRY APP

Contributes to Email Marketing

WHO'S HUNGRY APP

- Main Page

WHO'S HUNGRY APP

- Notifications- Link to Facebook- Link to Twitter- Privacy Settings

WHO'S HUNGRY APP

- App is user friendly compared to Mobile Sites

- Like, Comment or Share Facebook,Twitter

WHO'S HUNGRY APP

WHO'S HUNGRY APP

- Like, Comment or Share

- Add photo & edit- Like, Share or Comment

WHO'S HUNGRY APP

- List of regional recipes

- Mini Biography- Visual History of uploaded photos

■ Start in July once we've established list from App

● Reminders of magazine releases, new features on App, new video releases behind the scene

■ IN 12 months x 100 people downloaded app per month = 1200 e-mail subscribers

● 10% of those subscribing to the magazine makes $6,480

E-MAIL MARKETING STRATEGY

MEDIA FLOW CHART

BUDGET / ROI

ROI 143%Profit $207,406

● Understanding the foodie consumer behavior

http://www.hartman-group.com/hartbeat/understanding-the-foodie-consumer

● Food Photography Trends

http://blog.snapsort.com/2012/01/25/food-photography-2/

● Consumer Research - Association of Travel Whitepaper http://www.atme.org/pubs/archives/77_252_1090.CFM

● Iconoculture Millennial Foodies Researchhttps://www.iconoculture.com/smart/public/view.aspx?contentid=328027

● Food Trendshttp://www.nowandnext.com/PDF/Food%20Trends.pdf

● Industry Researchhttp://www.foxnews.com/health/2012/10/23/gluten-free-foods-industry-worth-42-billion/

● Tools Used:○ Radian 6○ Bottlenose○ Piktochart○ Lexis Nexis Industry Reports

● Images used from: ○ Google○ Stephen Hamilton, Inc.

REFERENCE

THANK YOU

Brittany BeattyI'm a passionate, organized, results-driven marketing student. Coming from a small town I appreciate both the big city lights and the small town serenity. In my freetime I like to look at photographs, go shopping, and really just hang out with friends.

E-mail: Brittanyabeatty@gmail.com LinkedIn: www.linkedin.com/in/brittanyabeatty Twitter: @brittanyabeatty

Simona GiulioMy passion for Marketing/Advertising + Food is only a couple of components that contribute to who I am. My goal is to someday have my two passions intertwine in my professional career.

Email: giulio.simona@gmail.com Linkedin: www.linkedin.com/in/simonagiulio Twitter: @SimonaGiulio

Jennifer Tran I have always been committed to achievement while staying connected to my heritage and cultural background. I strive to continue learning in life as I take from all my experiences.

Email: jnfr.tran@gmail.comLinkedin: http://www.linkedin.com/in/jnfrtranTwitter: @jnfrtran

MEET THE TEAM!