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Company Background

• Michigan based company with the first location in Ann Arbor, Michigan

• Has now branched out into Ohio, with over 77 current locations

• Menu includes subs, salads, breadsticks and pizza.

• Over 90 Percent of Cottage Inn locations are franchises, meaning they are not run by a corporate company.

• Cottage Inn focuses more on bring a quality product, then being price sensitive.

Challenges / GOALSNOT NATIONALLY RECOGNIZED•Because Cottage Inn Pizza is not nationally recognized, they are competing against high profile companies.•Domino’s, Pizza Hut, Papa John’s, and Little Caesars run nationally sponsored campaigns and sponsor national events. (Ex. Papa Johns: Official NFL Sponsor.)

PRICE•Cottage Inn focuses on bringing a quality product that targets non price sensitive customers.•These other pizza companies ads are price sensitive and cost a lot less money.

GOALS•INCREASE REVENUES•OPEN MORE STORES•INCREASE RECOGNITION

<- Domino’s Pizzas 4927 National Stores

Vs. 77 Cottage Inn

How do we compete? INCREASE ONLINE PRESENCE!

Twitter Followers Facebook Likes

COTTAGE INN 503 2,509

Dominos 116,744 4,151,209

Little Caesars 3,239 125,390

Papa John’s 34,979 1,973,988

ALL OF OUR COMPETITORS HAVE HUGE ONLINE PRESENCE•They have this through:

• Twitter• Facebook• Google Ad words

facebookCURRENT PROBLEMS• Right now on Facebook there are several different Cottage Inn Store

pages to like. They are broken down by actual store locations. • We need to integrate it to one page, to keep all of our customers in

one place.• This will enable us to contact all of our consumers at once and also

see what they are saying about our product.• CONTENT UPDATES: No one is liking the page because there are

updates once a month!

SOLUTION: INCREASE FACEBOOK LIKES• This will be done by worthwhile content updates!• Coupons and special pricing must be offered, that is not available

anywhere else!• The more likes we have, the more people we will be able to reach!

TWITTER

CURRENT PROBLEMS

•Cottage Inn tweets once a week, and is not active on the site!

•Minimal followers compared to its competitors!

SOLUTION: GAIN MORE FOLLOWERS!

•The more followers, the more people that we will be able to reach!

•Using Twitter you can search key words and see what people are saying about our product!

•We can follow people who are talking about our product and tweet them to encourage a personable interaction

•Exclusive Content: Give people an incentive to follow us.

GOOGLE ADWORDS

SEARCH ENGINE OPTIMIZATION

• Google Ad words is a great way to increase our SEO.

• When potential customers search key words, our ad will appear at the top of the page! (Ex. Pizza, Delivery Pizza, Quality Pizza, Cottage Inn, Frozen Pizza)

COST EFFECTIVE:

• With Google Ad words you pay by Cost Per Click. This way we are only paying for ads and impressions that are reaching our target audience!

• We can target specific geographic areas! This is especially important for companies like Cottage Inn, because we only have stores in Michigan and Ohio.

KEY TO EVERYTHING: OVERALL INTEGRATION• Linking everything together is essential

• We need to have links from our Twitter that go to our Facebook

• The content needs to be different for each social media site, this will encourage consumers to “like” and “follow” both pages.

• Listen to our customers on both sites in order to see the words or phrases they are using. This will help us select Google AdWord phrases or Key Words.

METRICS / MEASURING SUCCESS

SOCIAL MEDIA INCREASES

• % increase in Facebook “Likes”

• % increase in Twitter “Followers”

• Before and after Klout score

• Goggle Analytics - Measure the amount of consumers were reaching and the effectiveness.

OVERALL SALES

• The whole purpose is to drive sales. We will compare our sales of the previous year before and after the increase in Social Media Execution.

ROI

• We must measure our Return On Investment. Were the new ideas worth the budget increase?!

Timeline / Budget

The overall length of the integration will be one year.

• Google Ad Words will be changed as followers and likes come.

• The key words will be changed according to success rates.

Budget breakdown• 50 % of money going towards Google Ad Words• 25 % Going to Facebook• 25% Going to Twitter Location• Michigan & Ohio