IT’S POPPIN’

By: Allyssa Berrong, James Carr, Ethan Flynn and Kat Harris

Central Core of Difficulty

Cork’s Kettle Corn is not utilizing their social media accounts in a way that will increase brand awareness amongst their target audiences.

Target Audiences

• Students of Georgia Southern University

o 20,517 students are currently enrolled

o Double the size of Statesboro during the months of August-May

• Citizens of Statesboro

o Population is over 29,000

o Population has increased 31.9% since 2000

Goal

To increase both social media and brand awareness amongst the students of Georgia Southern University and the community of Statesboro.

Objectives

• Increase social media following on all platforms by at least 30%

• Sell 60% of the promotional merchandise that is created

• Distribute 300 postcards

o 150 students

o 150 Statesboro community

• Collect 30% of postcard coupons back at Statesboro Farmer’s Market

*All of these objectives are to be completed by the end of the campaign in April 2016

Strategies • Promote social media accounts

• Increase brand awareness

• Promote arrival/availability at Georgia Southern’s University Store, athletic events and local Statesboro events

• Merge Cork’s Kettle Corn into stores and student organizations on Georgia Southern University’s campus

• Social Media Survey Demographic

o Georgia Southern students

o 18 to 23

o Questioned social media habits

Primary Research

• Social Media Survey Results

o Most popular social media sites: Instagram & Twitter

o Most students check social media for 1-10 hours a day

o 99% agreed social media was a reliable source for product promotion

Instagram is the most reliable

o 50% said they would/do check food company social media accounts

More likely to check Twitter

o Majority would follow for deals and promotions

Primary Research

• Focus Group Demographic

o Georgia Southern students

o 18 to 23

o Questioned snacking habits (spending and eating), opinion of Cork’s products and likelihood of purchasing products

o Included taste test of Cork’s Kettle Corn products: original, cheddar and caramel

Primary Research

• Focus Group Results

o Majority spend $3 to $4 on snacks daily (snack once or twice a day)

o Majority had never heard of Cork’s Kettle Corn

o Most popular flavor: original, least: caramel

o Would purchase out-of-the-box flavors (i.e. BBQ)

o 100% would purchase at GSU sporting events/would purchase themed tins as gifts

Primary Research

• Case Study: Social Media

• Pew Research Center - Social Media Usage Research on Ages 30+

o 74% of adults 30+ are on social media

o Facebook (71%), Instagram (26%) and Twitter (23%)

Secondary Research

• Cork’s Current Social Media Numbers:o Facebook:

Followers: 240 likeso Instagram:

Followers: 107

Following: 248o Twitter:

Followers: 5

Following: 1

Social Media

Social Media: Corky

Everyone, say hello to Corky!

Social Media: Seasonal Corky

Social Media: Thanks For Popping By! Corky

Change all user names to @CorksKettleCorn

Hashtags #ItsPoppin

#PopOnDown

#PopOnOver

#PopOnBy

#ThanksForPoppinBy

Social Media: Social Media Examples

• Georgia Southern Sporting Eventso Basketballo Baseball

• University Programming Boardo Movie Nighto Mr. & Miss GSU Pageant

• Greek Life Events/Fundraisers• Twelfth Night• Statesboro Farmer’s Market• First Friday• Other local events: Spring into Statesboro, etc.

Event Calendar

Media: Postcard

Front Back

Media: T-shirt

Front Back

Media: Sticker

Media: Press Release Example

• Spring-Summer

o Blueberry, Chocolate Strawberry, Strawberry, Peach, BBQ

• Fall-Winter

o Pumpkin spice, Apple Cider, Apple Pie, S’mores, Peppermint, Chocolate, Cinnamon, Peanut Brittle

Seasonal Flavors/Popcorn Colors• December

○ Red, Green & White• January

○ Black & Yellow• February

○ Pink, Red & White• March

○ Green• April

○ Pastel colors • Sporting Events

○ Blue and White “True Blue”

Budget

Evaluation • Social Media

o Increase following by 30% on all social media outlets

Facebook: 312 likes

Instagram: 139 followers

Twitter: 50 followers (increasing by 30% only meant gaining two followers)

• Postcardso Pass out 300 postcards

150 to students of Georgia Southern University

150 to citizens of Statesboro

o Collect back 30% of postcards at Statesboro Farmer’s Market

90 postcards

• Merchandiseo Sell 60% (60 t-shirts) of the 100 t-shirts produced