Professional Documents
Culture Documents
MEMORANDUM
Main Objective
This plan will increase the sale of market items, caf products, and scheduled events at Via Umbria and boost store
revenue by 20% in six months. This social media plan will help our company meet its mission of creating a family-
like atmosphere. Followers will feel like they are part of one common community through sustained engagement on
several different social media platforms. Via Umbrias mission statement encourages customers to come in, look
around and join us. This plan facilitates sustained engagement with preexisting customers, while also appealing to
new customers through methodical outreach. This plan strengthens with your companys mission and will increase
store revenue, both in the short and long-term.
Platforms
Census
Audience
Stores core target audience (Group 1): Middle-aged (45-65 years old) married and unmarried men and
women and married and unmarried men and women over 65 years old living in the D.C. metro area who are
shopping for food, their home/apartment, and/or want to plan a trip to an Italian vineyard; college-educated
individuals that make $75,000 or more per year; they have disposable income to spend on high-quality food.
They are the most likely to shop at Via Umbria multiple times a month, spend the most money during their
shopping trips, and participate in their store events.
This core demographic uses Facebook more than other platform
Goals
Boost site activity by 50% and aim for an 75% increase in user engagement within the next six months
Create specialized content that will appeal to our core demographic
Specific Strategies
Return on Investment
Census
Audience
Group 1 is not the focus can appeal to our second target audience (Group 2) University students and
young professionals (male and female); does not have a large amount of disposable income but they are
foodies and enjoy occasionally treating themselves to high-quality food; only shop at Via Umbria on
occasion but they have the potential to become loyal customers
More 18-29 year old online adults (36%) use Twitter than 30-49 year olds (23%) and 50-64 year old online
adults (21%)
Goals
2
Create a strategy that differs from Facebook and appeals to a younger demographic
Increase posts encouraging engagement by 30% and increase engagement by 20%
Specific Strategy
Return on Investment
Tweetreach would allow us to see potential reach, analyze impressions, and see how user
engagement changes over the course of the day
o Measures the number of people who could have seen a tweet
I would also be able to see how top contributors are talking about any given topic
$99/month with no contract offers invaluable data we cant get from Twitter Analytics
Census
Audience
Group 2 More 18-29 year old online adults (59%) use Instagram than 30-49 year olds (33%) and 50-64
year olds (18%)
Goals
Adapt store content and market store events to appeal to a younger generation of shoppers
Increase content by 30% and boost engagement by 45%
Specific Strategy
Provide incentives by starting a monthly Instagram contest Customers that shop at Via Umbria or attend
an event there can post a photo on their Instagram with the caption #viaumbriadc to be entered into a
monthly raffle to win a $30 gift certificate to Via Umbria
o If you visit Via Umbria multiple times, you can enter the contest multiple times
Utilize the hashtag #viaumbriadc on every post and use relevant hashtags
Work to create a series similar to Buzzfeeds Tasty and post one video/week
Engage with other D.C. foodie Instagram accounts (@eatthecapital, @dcfoodporn, @District_foodies,
@districteats)
3
Return on Investment
Iconosquare would allow us to see our engagement data (most popular posts, best time to post), as well as
receive insights about our followers
We would be able to track and follow a hashtags performance
We would be able to easily track our competitors and compare performances
$261/year these advanced features would help take our best platform to the next level
Census
Audience
Primarily Group 1 because more 50-64 year old online adults and online seniors (65+) use Pinterest than
Instagram or Twitter
In fact, 28% of 50-64 year olds use Pinterest and only 21% use Twitter
o These numbers are very similar to the amount of 18-29 year old online adults (36%) and 30-49 year
olds (34%) using Pinterest
o Would appeal to Group 2 but not target like Group 1
Goals
Re-pin 40% more content and follow 30% more accounts over the course of 3 months
Specific Strategy
Via Umbria will engage with their D.C.-area Pinterest followers by re-pinning at least 10 pieces of content
from their followers boards weekly
Will follow all followers back until the following count reaches 500 help us gain more active followers
Engage with Walks of Italy account (nearly 15K followers) Re-pin their content and reach out so that they
will re-pin Via Umbrias content, as well
Return on Investment
Curalate would provide in-depth data about pins, boards, interactions, and followers and uses image-
recognition algorithms that track how well a companys content resonates with its content audience
Allows companies to compare how their brand is performing in comparison to their competitors
o Rare find for Pinterest analytics
Pricing available upon consultation need to give some much-needed attention to this very visual platform
Snapchat
Census
Audience
4
Group 2 56% of those 18-29 use auto-delete messaging apps, such as Snapchat, and only 13% of those
30-49 do
Goals
Bolster reputation with Group 2 and invest time in this new and innovative platform
Specific Strategy
Return on Investment
Snaplytics provides data about ones Snapchat story that one can see on Snapchat, such as
opens and screenshot, as well as data on completion rate (how many people watched the entire
story from the first snap to last snap)
o Very useful tool for a company that is just starting out on Snapchat
o They also provide an open rate which is a percentage of followers that actually engaged
with the story
Similar to an engagement rate
$49/month a necessity to gauge how were doing on this new platform
Google+
Will maintain a stagnant profile (with links to our other social media sites) to boost our search engine
optimization so that potential customers can find us easier on Google
Key Competitors
Williams-Sonoma has really capitalized on the visual beauty of food and has an awesome Instagram.
o They post on Instagram very frequently, typically 3-4 times a day.
o They often respond to comments or concerns from their followers in the comments section of
Instagram. Their post frequency and willingness to engage with commenters is definitely
something that I want to bring to Via Umbrias social media plan.
While Dean & DeLuca has a lackluster Instagram, they have a strong Twitter account.
o They seem to tweet about 3 times a day, on average.
o While they do not engage with their followers as much as they probably should, they do a great
job of engaging with social media influencers, chefs with large online followings, and food
magazines and media outlets.
o While Dean & DeLuca does promote their store items and promotional sales, they also share
recipes from Bon Apptit and the New York Times.
o While I am sure Dean & DeLuca hopes that their followers buy the necessary ingredients for
these recipes from their stores, there is no direct link between Dean & DeLucas products and
the recipes that they share from third-parties.
o I think this is very inviting to consumers because it doesnt seem like theyre trying to sell you
something new every minute. It seems like they care more about helping find the perfect recipe
than making sure you buy all of your food at Dean & DeLuca.
o I will definitely bring this holistic approach to Via Umbrias social media strategy.
5
Calendar
Monday, April 10
Outlet Time Content
Twitter 9:00 a.m. On the agenda for the week of #Easter: bottomless
brunch, egg decorating, & 4-course lamb dinner. Stay
tuned!
Tuesday, April 11
Facebook 3:00 p.m. For us, springtime means grilling out. Thats why were
bringing in our best butcher, Scott Weiss, to give us all
of his secrets on making the juiciest burger!
http://viaumbria.com/classes-demos/april-12-being-the-
butcher-burgers-and-brews.html
6
Pinterest 6:00 p.m. Add four pictures of food in the store to Umbria Eats
board and three to Umbria drinks
Snapchat 7:00 p.m. (Posts video in the store with caption) Do you have any
food questions youve always wondered about? Submit
your #QuestionsForTheChef on Twitter!
Wednesday, April 12
Twitter 12:30 Is the thought of all of this Easter cooking stressing you
p.m. out? Check out the 4-course lamb dinner were hosting
Thurs-Sat!
Snapchat 1:00 p.m. (Posts photo of chef) Dont forget to submit your
#QuestionsForTheChef online by 3!!
Twitter 5:00 p.m. Were starving for dinner and cant wait for the first 4-
course lamb dinner tomorrow!
http://viaumbria.com/italian-dinner-parties/april-13-italian-
dinner-party.html
Snapchat 6:00 p.m. Questions with the Chef series
Facebook 7:45 p.m. Short, 15-minute livestream of burger event to pique
viewer interest in non-Italian events
Instagram 9:00 p.m. (Post picture of burgers made at event) Yum and
donewhat is your favorite kind of burger? Have you
ever tried an Italian themed on? Was it good?
Pinterest 9:30 p.m. Post three photos of burger event to Umbria Eats
Thursday, April 13
Twitter 9:00 p.m. Whats your favorite Easter tradition? Decorating eggs is
one of ours. Thats why we cant wait for our Easter egg
event on Sat.! http://viaumbria.com/classes-demos/april-
15-chocolate-easter-egg-decorating.html
7
Facebook 9:00 a.m. Are you interested in learning more about tempering,
molding, and working with chocolate? All of the basics
(and more!) of working with chocolate will be covered
during our Chocolate Easter Egg decoration event!
http://viaumbria.com/classes-demos/april-15-chocolate-
easter-egg-decorating.html
Instagram 7:15 p.m. (posts picture of centerpiece lamb) Were so ready.if
you missed on out this dinner, there is still time to sign-up
for one of our 4-course lamb dinners on Friday and
Saturday!
Pinterest 8:00 p.m. Post 3 pictures of lamb spread and dinner to Easter
2017 board
Friday, April 14
Twitter 1:00 p.m. The #lamb last night was delicious and were ready for
round 2!!
Twitter 3:00 p.m. Cheers to the weekend! Come out and enjoy a delicious
4-course meal tonight! http://viaumbria.com/italian-
dinner-parties/april-14-italian-dinner-party.html
Facebook 7:00 p.m. Start 20-minute Facebook livestream of the lamb dinner
Instagram 9:00 p.m. (Posts promo shot of Easter Egg Decoration event) After
all of this delicious lamb, I think we could all use un po di
pi (a little more) chocolate in our lives! Good thing we
have our Chocolate Easter Egg decorating event
tomorrow at 3 p.m.!! We hope to see you all there!
http://viaumbria.com/classes-demos/april-15-chocolate-
easter-egg-decorating.html
Saturday, April 15
8
today!! Theres still time to sign-up here!
http://viaumbria.com/classes-demos/april-15-chocolate-
easter-egg-decorating.html
Twitter 1:00 p.m. Lamb not your style? Like sleeping in? Come dine like a
true Italian at our Easter brunch that starts at 1 tomorrow
http://viaumbria.com/brunches/april-16-bottomless-
brunch.html
Facebook 2:00 p.m. Buon (almost) Pascua! Whether you celebrate #Easter or
not, all are welcome to come learn more about the food
traditions that surround this special holiday in Italy tonight
at our last lamb dinner! http://viaumbria.com/italian-
dinner-parties/april-15-italian-dinner-party.html
Facebook 3:30 p.m. Start 20-minute Facebook Livestream of Easter egg event
showing guests making their chocolate eggs
Snapchat 4:00 p.m. Video of egg event
Instagram 5:00 p.m. (post picture of completed chocolate eggs) These might
start to replace hardboiled eggs in our housewhat
traditions does your family have with Easter egg
decorating?
Pinterest 7:00 p.m. Post 10 pictures (eggs and people working on eggs) from
chocolate egg event to Easter 2017 board
Sunday, April 16
Twitter 10:00 What is your favorite #Easter memory? All of ours have to
a.m. do with family!
Twitter 11:00 Its still not too late to sign-up for bottomless Easter
p.m. brunch! http://viaumbria.com/brunches/april-16-
bottomless-brunch.html
Instagram 12:00 (Posts picture of mimosas/brunch being made in kitchen)
p.m. Scrambling to make last-minute brunch plans? We got
you. http://viaumbria.com/brunches/april-16-bottomless-
brunch.html
Facebook 1:30 p.m. (post picture of brunch room) We love celebrating this
special holiday with our Via Umbria family!! Buon Pascua!
Pinterest 3:00 p.m. Post 10 photos of brunch/brunch food to Easter 2017
board
Twitter 9:30 p.m. Dinner and then a movie? Why not a movie WHILE eating
dinner? #Moonlight http://viaumbria.com/movie-a-meal-
parties/april-18-movie-and-a-meal.html