IGG…

Go

or go Home

Erin Cullen

MSU New Media Drivers Liscence, Summer 2011

How Biggby Coffee’s Localized Edge can propel its Digital Growth

ASPIRATIONAL

Increase Social media mentions

Differentiate Biggby’s Brand

Increase brand awareness in Target

TARGETEDPrimary

• Ages 25-44

• White Collar

• Awesome

Secondary

• Ages 18-24

• Students

• Tech Savvy

• Also Awesome

COMPETITIVE

Growing, yet still novel

High Quality, Slightly higher price

= Better Experience

Uniquely Localized GO

GREEN!

RECOGNIZABLEIdentifiable,

Location-specific logo on social

media platforms

Use “Parent/Child” Accounts on Facebook

Place Pages

Integrate Facebook content and branding on Twitter

KALAMAZOO, MI

GREEN BAY, WI

KALAMAZOO, MI

Columbus, OH

Indianapolis, IN

GREEN BAY, WI

BUFFALO GROVE, IL

KALAMAZOO, MI

EAST LANSING, MI

INTERACTIVE

The Relationship

BuilderGet to know your

customers.

The Conversation ContributerHear and be heard.

The ExpertShare expertise of product

category. Develop yourself as an authority in

your field.

SEARCHABLE

Keyword:

Free Wi-fi East Lansing

Free Wi-Fi at Biggby Coffee!

Come in and study.

free internet access and $1 off coupon!

www.biggby.com

Cool Off at Biggby Coffee!

Beat the heat with a Biggby Crème Freeze.

Click here for a $1 off coupon!

Keyword:

Weather Forecast Detroit

SuccessfulSuccess Measured in… Social

Media Mention

s

Site Traffic

Facebook Fan Growth/Interacti

on

Blog Follower

sYouTube Ad Participants

FISCAL

Facebook Re-

Design and Page

Management

18%

14%

11%

31%

26% Blog

Managemen

t

SEM/Google AdWords

Twitter Manageme

ntImpression-based ADV/YouTube Channel

Digital Strategy – Budget

Allocation

Create Biggby

“Place of Mind”

PERSONAL

Interact with

Consumers in a REAL way

Increase Recognition as Biggby brand Grows