stephen hamilton
DESCRIPTION
Marketing plan to increase awareness of Who's Hungry magazineTRANSCRIPT
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: [email protected] 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: [email protected] 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: [email protected]: http://www.linkedin.com/in/jnfrtranTwitter: @jnfrtran
MEET THE TEAM!