capstone project mini mba
TRANSCRIPT
CAPSTONE PROJECTRUTGERS SOCIAL MEDIAMINI-MBA
MARKETING STRATEGY
Business Situation
Target Market
Strategy
Digital platforms to use
Goals
Plan
BUSINESS SITUATION
New start-Up company 3rd year of operation
Limited online social media outreach
BUSINESS OPPORTUNITIES
In affluent and well to do location
Provide personalized fitness instruction Along with other services such as:
Nutritional Counselling, Massage. Chiropractic's, and Acupuncture
Large size facility and easy accessibility
BUSINESS CHALLENGES
Many other heath and fitness facility competitors in area
Being a newer business Name recognition
Competitive pricing
Quality product and services
TARGET MARKET
Women between 30-70 years of age Household income $100,000
Women that are interested in starting or involved with a healthy lifestyle They have their own work schedules, live at home, and/or retired
Women are the majority clients of business
STRATEGY
Keep budget at low cost, while attaining desired ROI
Connect with target audience using facebook and blog In order to increase the number of client memberships
Use social media platforms to connect with other local businesses
Create accessible content through the use of short articles, images and videos
DIGITAL PLATFORMS
Blog
GOALS
Increase in the number of clients and profits by 50% in the next year
Double the number of likes in the next year
Get shared on facebook by 5 influencers per quarter
Get retweeted by 5 influencers per quarter
PLAN Plan for use of
Content Strategy
Listening Strategy
Blog
CONTENT STRATEGY
Share content through social media platforms Specifically on services provided (personal training, massage, chiropractic's, nutritional counselling,
and acupuncture)
Share new and informative information in regards to health and fitness Topics such as how to train, healthy habits, supplementation, and new innovations in the health and
fitness industry
LISTENING STRATEGY
Use of Google trends, Klout, and Twitter to Find out how influential the business is currently
What are people saying (Hootsuit to track twitter)
What competitors are doing and where they are at in their community
Where the health and fitness industry is heading
Engage with individuals and others in the industry by posting and commenting on related blogs
Use LinkedIn to find other related businesses
FACEBOOK AND PINTEREST
Create followers through business page with current and perspective clients Create groups for posting of information from the owners to connect with their current and target
audience
Future events, special offers, and educational information
Post information from blog for Facebook audience
With direct link to the blog
Connect with other local businesses for events
Post pictures of business to Pinterest Depict various services provided
Upcoming events and offers
LINKEDIN AND TWITTER
Use of LinkedIn to connect with others in the industry Individual professionals and related businesses
Use of Twitter to gain perspective and current clients feedback in regards to the services provided
What was done well
Suggestions on improvement for business
Send tweets on blog posts, new info, offers, and upcoming events
Twitter schedule during off hours of 12-3 pm x 5 days a week to send tweets
Twitter can be utilized for booking appointments with any of the services provided to clients
BLOG
Provide content on own and other blogs (posting facts, articles, videos) Improve the SEO ranking based on content provided to online community
Create educational and helpful content for others Connect with audience where other facilities are unable to
Use Klout to find which postings had the greatest influence and impact Providing future opportunity for impactful postings