Haywood Drinks Family

Haywood Drinks Family

Objectives Strategies to achieve the goal Key performance indicator
Segmentation objectiveOnline audience of above 21 years-old online users who enjoy premium alcoholic and non-alcoholic drinks in the UK as well as businesses who use social media to build relationships

 

Manage permissions when uses of social media channel end user, e.g. restrict under aged online users of access the account. Be responsible to the audience engagement, e.g. clear state users should not forward the promotion materials to individuals below the legal purchase age Conduct quarterly surveys gathering demographics data from registered users. Written report to the management
Positioning objectiveBuild a premium alcoholic based drinks and non-alcoholic wine brand Positioning the products online as premium Conduct quarterly surveys gathering users’ attitudes to the brand. Written report to the management
Brand objective Premium brand and build brand awareness via web-enhanced community Prove of credibility of the existing products reputation of premium products. Clear message ‘Premium alcoholic based drinks and non-alcoholic wines’. Conduct quarterly surveys gathering users’ opinion to and experience with the brand. Written report to the management
Marketing mix objective 1Support the growth of social media channels Exclusive online only promotions and contests. Compare data before and after the event
Marketing mix objective 2Increase sales Review of promotions and merchandising online Compare sales to previous periods when absence of social media
Marketing mix objective 3Build 2 key strategic partnerships within 6 months Grow social media network Presence of 2 key partners after that period
Content and engagement objective  Posting quality content and relevant to the industry information. Listen to the users what they say and what they are interested in. What  message supports the buying process? Users reviews, ratings and comments quarterly.
Acquisition/ Retention objective 1 Acquire 100 new strategic fans on Facebook commencing on April 1, 2013  and increase comments by 25% each month Reach and engage audience. Generate traffic via contests/ promotions. Set up business Facebook page. Create catchy cover photo and post daily. Attract new likes Count likes and comments quarterly
Acquisition/ Retention objective 2 Acquire 100 new strategic followers on Twitter commencing on April 10, 2013, maintain and increase retweets and replies by 20% each month Reach and engage audience. Set up business Twitter account. Daily access for tweets, replies and retweets to retain followers; and research of new potential followers Count followers, retweets and mentions quarterly
Acquisition/ Retention objective 3 Acquire 100 new strategic followers on Google plus commencing on April 20, 2013, maintain and increase comments by 25% each month Reach and engage audience. Set up G+ business page. Daily community involvement , comments and attract new followers Count followers and comments on feeds quarterly
Acquisition/ Retention objective 4 Acquire 20 new business connections on Linkedin commencing on April 1, 2013, maintain and increase them by 25% each month Reach and engage audience. Generate traffic via contests/ promotions. Set up Linkedin account. Daily participating in groups and build new connections with relevant organisations Count connections quarterly

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  (previuos entry)