The Spider Web Effect Social Media Campaign

Michelle Auerbach Karlie Borzansky Jocelyn Castellon Amber Kazalbash COMM 464B

Table of Contents: Meet the Team Our Mission Situation 5 Cs PEST Analysis SWOT Analysis Problem Statement Buyer Personas Goals & Strategy Objectives & Tactics Evaluation References, Budget, Timeline 3 7 8 8 10 11 12 13 15 16 27 28

 The IMPRESSION team: Michelle Auerbach

Although a native to Southern California, Michelle Auerbach also has enjoyed the unique experiences of living and working in the fast paced New York City metropolitan area as well as island living on the Gulf of Mexico in the Sarasota area, Florida. Michelle is an experienced business professional who has worked for others and on her own entrepreneurial endeavors. Michelle has effective leadership skills along with excellent sales and marketing abilities. She has great aptitude for public relations, key stakeholder communications, customer service and retention. She is an outstanding relationship builder. Michelle truly enjoys people and can relate with all walks of life. Michelle is an exceptional event and campaign planner naturally, by default. She has the unique ability to understand the whole picture, but also the rare ability to see that every detail is thought of and never overlooked. Chosen by faculty at CSUF, Michelle received the prestigious Ann Ming Award of Excellence for the week-long university event, CommWeek 2013. A current employee at Sprouts Farmers Market, Michelle took on the role as store team captain for the annual fundraising event with AutismSpeaks.org in Orange County. She won the 15-store competition through creative planning, tactics and rallying her employees and customers to participate and donate. Michelle attends Cal State University at Fullerton with a major in communications/public relations and will graduate with a Bachelors degree in spring 2014. Email: ma4comm@gmail.com Mobile: 1-714-232-5059 Find Michelle on LinkedIn.

Karlie Borzansky

Karlie Borzansky, an Orange County native, has now entered her fifth and final internship during her last semester at California State University Fullerton. She knows that this is the time to put in hard work, get little sleep, and to make it happen before life in the real world hits. After gaining some experience through a marketing startup called Stardoll Entertainment, alongside her background as the Editor and Chief of her high school newspaper, Karlie was able to land a position at the fashion and lifestyle magazine known as 944. As she moved away from the editorial side of things, Karlie ventured into the Public Relations field for a while at Bravo! Entertainment where she grasped some basic knowledge, and was invited to work closely with the reality show, The Rachel Zoe Project. Karlie has also worked with entertainment companies such as Capitol Records.As of January 2014, Karlie has begun her dream internship with the fashion stylist and designer, Rachel Zoe in the marketing department known as Zoe Media Group. She will be graduating in May 2014 with her communications degree in which she plans on landing a position with a fashion house in their marketing department.

Email: karlieborzansky@gmail.com

Mobile: 1-949-338-8275

Find Karlie on LinkedIn.

Jocelyn Castellon

Jocelyn Castellon is a student at California State University, Fullerton and is currently pursuing her education in Communications: Public Relations. Born in Los Angeles, California and currently lives in Upland, California. She felt the importance of higher education and completing her Bachelors of Arts. Jocelyn soon thereafter continued her education and is expecting to graduate spring 2014. In spring 2013, she was able to participate in CommWeek 2013 and was able to collaborate for the planning of the event. Jocelyn was also able to interact with many individuals in the communication field. Castellon is also a fulltime mom and student. Jocelyns ultimate vision is to work for a well-known corporation and later on start her own public relations agency. She wants to represent many corporations and enhance their public image with the use of her skills learned from working with various clients. EMAIL: jcastellon@csu.fullerton.edu MOBILE: 1-626-482-0445

Amber Kazalbash

Amber Kazalbash is a senior at California State University, Fullerton pursuing a Bachelors degree in Public Relations and a minor in Spanish. Raised as a suburban girl with the heart of a city girl, Amber has set the bar high in terms of ambition for her career goals. With an extensive experience in the fashion industry and a particular focus on social media and online interaction, Amber has learned the ropes of new-age technology and the future of public relations. Amber has served as a blogger, editorial writer and manager for companies and nonprofits such as Collegefashionsita.com, Heavenly Couture Incorporated, and Fashion Fighting Famine. Through these experiences, Amber has gained a substantial understanding of the importance of developing a strong brand and creating consistent and engaging content for niche target publics. Amber intends to delve more into her area of expertise by pursuing a career in social media management within the fashion industry. No matter the project or client, she will always bring her experiences, ambition and a can-do attitude to the table. EMAIL: Az.kazalbash@csu.fullerton.edu MOBILE: 1-714-924-2601 Find Amber on LinkedIn

 Our Mission IMPRESSION strives to build strong and rewarding relationships between our clients and their stakeholders. It is our vision to provide excellence on all levels of communications and exceed our clients expectations at every endeavor.IMPRESSION works with all sectors: business, community and non-profit organizations. We aim to make a mark with our strategic goals and tactics. We strive for long-term relationships by developing trust and reliability while demonstrating character, integrity and accountability. IMPRESSION will provide its clients with proven strategic plans, tactical actions with measurable results. IMPRESSION achieves this mission by empowering a dynamic and diverse set of dedicated professional people. Our proactive management allows us to be on the cutting edge of creativity, new ever-changing technology and trends along with effective traditional methods. Our passion is to make an IMPRESSION for our clients and their stakeholders.

 Situation Phillys Best is a Southern California-based short-order authentic Philadelphia cheesesteak and hoagie shop. o The company currently has a low following on the social media platforms it has established. o Goal is to create a buzz with a social media campaign and boost following on platforms such as Facebook, Twitter, Instagram and Vine. Company History o Each sandwich shop makes the authentic Philly Cheesteak a little different o Bob and Andrea Levey native Philadelphians o 1992- First Phillys Best Authentic Cheesteak and Hoagie Shop in Fountain Valley, CA o 22 Locations with REAL Philly cheeseteaks and hoagies for SoCal o 2008-voted Best of LA with authentic cheeseteaks, hoagies and chicken sandwiches Image in the market o Best of LA, securing their spot as the ONLY place in southern California to get authentic. o No searchable food blogger reviews. Technology and experience o http://instagram.com/eatphillysbest/# o https://twitter.com/eatphillysbest o https://www.facebook.com/PhillysBest?ref=ts o http://www.eatphillysbest.com/text/join/ (text for info) o http://www.eatphillysbest.com/cookin/ (events, photos, customer feedback) o No app Culture o Authenticity, true Philly flavors, nostalgia, crave-worthy foods, unique Philly attitude, fun atmosphere, Philly-sourced ingredients. Goals 1. Grow Facebook fan base to 20,000 by December 2014. 2. Grow presence on social media platforms including Instagram, Twitter, Vine, etc. 3. Take Phillys Best to the next level in terms of social media presence and consumer perception, especially compared to competing restaurants in the quick service space, such as Jersey Mikes. Product line (4Ps) o Product/ServiceBringing the authentic flavors of Philadelphia to Southern California with made-to-order true Philadelphia cheesesteaks and hoagies. o Place 22 shops total. 4 are corporate owned and 18 are franchises. o Price- Average sandwich price is around $7.00. With a soda/fries or soda/tastykake (Add-ons) to up-sell customer average order of $12 a person.

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Promotion Most recent: Celebrating 22 years in business, announcement on Facebook Sandwiches for $2.22 for one day only. Hoagie Jam etc. More in-store marketing strategies. Word of mouth is essential to bringing customers in.

Collaborators Distributors and/or Suppliers: o Amorosos Baking Company- Born and raised in Philly since 1904. Nice Hearth baked rolls, an essential part of a great Philly Cheesesteak. Honor Roll featuring major restaurants, retailers and distributors and does not include Phillys Best in SoCal. It should since Phillys Best was one of the early buyers of Amos par baked product line which launched in 1987. Amoroso on Facebook and Twitter. o Boars Head Brand- NYC born and raised. Family owned 100+ years. Extremely well known for highest quality deli meats. On Facebook, Twitter, Pinterest. o TastyKake- East Coast people think its the best. Comparable with Hostess. On Facebook and Twitter. o Other famous Philadelphia products: -Wise Chips, Franks Soda, Taylor Pork Roll and Pennsylvania Dutch Birch Beer.

-Phillys Best has its own hot-pepper spread in jars to purchase and take home. Alliances o East Coasters who have relocated to California. East Coast food is different from West Coast food. Most loyal clients found within this fan base. However, there needs to be a way to bring in native west coasters and mid-westerners and the south, along with immigrants from other countries.

Customers Market segments o Millennial Generation (current ages 21-36) and loyal East Coast people who have relocated to California. Benefits that consumer is seeking, tangible and intangible: o True, authentic Philadelphia flavors. Fun atmosphere, Philadelphia history. Motivation behind purchase; value drivers, benefits vs. costs: o Not Subway sandwich cheap. Customers are willing to pay more for the higher quality, nostalgic food. Decision maker or decision-making unit: Bob & Andrea Levey (CEOs) Retail channel: o Must drive to one of 22 locations (18 franchises, 4 corporate stores). Consumer information sources: o Website www.eatphillysbest.com, word-of-mouth, social media (FB, T, IG, V) Buying process; e.g. impulse or careful comparison: o Reading customer comments on website and Yelp - there is a craving for a oohygoohy hot authentic cheesesteak or a big Italian hoagie. Therefore, buying process can be impulse or planned visit.

Frequency of purchase, seasonal factors: More visitors during the school year. Less visitors during the summer time. Trends - how consumer needs and preferences change over time: o PBs caters to meat-eaters, not vegans, offers no organics. They do offer chicken instead of beef. Calories are listed on the menus. Also offer vegetarian sandwich options as well as salads for more health-conscious people.

Competitors o Actual or potential- Phillys Best actual competitors are those which share the small market sandwich companies, i.e. Jersey Mikes, Which Wich, and/or identical like-companies like Boos Phillys best in Los Angeles. o Direct or indirect-Phillys Best directly competes with large sandwich companies like Subway, Charleys Grilled Subs and Togos. It indirectly competes with every kind of fast food companies. o Products-Philly Cheesesteak sandwiches, and/or various types of specialty or make-it-yourself sandwiches. o Positioning in relation to competitors-Pricing- Affordable sandwiches and sides in line with price. - Promotion lacking social media and customer buzz. -Distribution- None other than the store locations. No carts/vendors. -Packaging- Simple, clean, reflects aesthetic of Philadelphia. o Market shares-Phillys Best is a franchised company with 22 locations. o Strengths and weaknesses of competitors- Some of Phillys Best Competitors, like Jersey Mikes and Subway, these are much larger well known established companies. Although these competitors are much larger, the sandwiches do not have a strong brand presence or as unique of a quality as a Philly cheesesteak. Climate: PEST analysis Political factors: Government regulations regarding hygiene, health and food regulations, food standards, etc. Economic policies of government regarding the restaurant industry and running eating joints; these may include licenses, inspections by Health and Food Ministry departments, etc. Economic factors: Interest rate would impact the cost of capital, the rate of interest being directly proportionate to the cost of capital. Rate of inflation determines the rate of remuneration of employees and directly affects the price of the restaurant's products. Again, the proportion between the inflation rate and wages/prices is direct. Economic trends act as an indicator of the sustenance and profitability of your business in the chosen region and help you in deciding your marketing strategy. Social factors: Eating habits of the people in your chosen business environment may, and certainly will, affect your marketing decisions. Ratio of people preferring to eat out regularly.

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Technological factors: A good technical infrastructure would lead to better production, procurement and distribution logistics, resulting in reduced wastage and lower costs. Sound technology may be a decisive factor for food technology innovation, better presentation, more effective business marketing, etc. SWOT Analysis Strengths: o 23 years of experience and over 22 locations. (18 franchises, 4 corporate owned) o Imports all Philadelphia based products for their locations to create the true Philly experience. Ex. Meat, rolls, chips, beer, sodas and desserts. o Franchise opportunities are available but selective. o Strong clientele with many repeat visitors who crave specialty sandwiches. o Accessible city locations near schools and residential areas. o Affordable pricing/ $7 per cheesesteak Weaknesses/Challenges o Lack of in-store and online cohesiveness. o Niche focus on existing clientele. Not catered to wider publics. o Lacking substantial Yelp utilization. o Low-priority SEO and content management via Google/Scholarly web search. Reputation and control management. o Limited visibility and low social media presence/ impact for internet-savvy customers and millennials. o Not as real-time interactive as competitors on social media websites and apps. Opportunities o Locations all throughout Southern California. o Current trend of foodies and posting photos of food on Instagram/ Twitter. o Fun-loving philosophy with room for interesting promotions and integrative contests. o Upcoming holidays.- St. Patricks Day , Spring Break, Summer 2nd hoagie promo o Trend of small-scale restaurants as hotspots. o Existing status on Yelp. Opportunity to improve through use of social media and customer service online to bolster any bad experiences in person. Threats (future and/or external to company) o Customers becoming sick from productsbad reviews o Competitors with healthier options and loyal clientele. o Financial limitations for social media campaign budget. o Bigger companies with stronger and more interactive social media presence.

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STRENGTHS - 23 years of business/experience and 22 locations. -Unique brand with strong and engaging philosophy. - Imports all Philadelphia-based products for true Philly experience. -Existing social media platforms -Existing set of loyal customers. - Accessible city locations. - Affordable pricing. $7 per cheesesteak.

WEAKNESSES - Lack of in-store and online cohesiveness. - Niche focus on existing clientele. Not catered to wider publics. - Lacking substantial Yelp utilization. -Low-priority SEO and content management via Google/Scholarly web search. Reputation and control management. - Limited visibility and low social media presence/ impact. - Not as real-time interactive as competitors on social media websites and apps.

OPPORTUNITIES -Millennials affinity for online quizzes. -Millennial generations eagerness to share their lifestyle. -The popularity of multi-faced social media. -The trend of reputable bloggers who bring credibility to social media platforms. -Instagrams movement toward pushing images and videos as content instead of just words. -Employees who are willing to be engaged and empowered. -The ability to link between each platform.

THREATS -Customers becoming sick from productsbad reviews -Competitors with healthier options and loyal clientele. -Bigger companies with stronger and more interactive social media presence.

Problem Statement: Phillys Best has already established itself as a provider of authentic Philly Cheesteaks and hoagies in Southern California though its traditional marketing and public relations tactics. Since Phillys Best wants to solidfy its relationship with the millennial generation, it must reinforce its in-store and online cohesiveness through the use of the Spider Web Effect social media/PR campaign.

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 Buyer Personas 1. Philly connoisseur (35+ years old) Mike Marconi -50 years old

After moving to California from Philadelphia in 2001, Mike Marconi started his construction company, Marconi based in Torrance, California. Mike is single with a stressful job and spends most of his time working and tending to his employees. He provides lunch for his staff two times a week and loves to give them specialty foods from back home in Philly. Mike has a Facebook, and his company has a Facebook and Twitter. He stays away from fast food because he loves face-to-face contact and supports local business. 2. Philly convert (30-35 years old) Deb Torres 32 years old

Mother of three boys and always on-the-go, Deb Torres has always had a fascination with specialty foods. Based in Aliso Viejo, California, Deb is a stay-at-home mother with a lot on her plate. With a hungry family, Deb is always looking for a quick and filling way to satisfy her boys appetites. Deb prides herself on never paying full price for anything. She is constantly

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following social media networks for discounts and writing reviews on Yelp about new and old places she eats at.

3. Instagram Foodie (21-30 years old) Mimi Tran- 23 years old

Mimi Tran - Mimi Tran has over 1k followers on Instagram due to her foodie pictures, and outfit of the days. She uses her handle @mimieats and hashtags #mimilovesfood to help categorize her posts. Residing in Garden Grove, Mimi is in the process of getting her AA at Coastline Community College, and she plans on transferring to UCI to get a BA in business management to work in the food industry. Mimi pays a lot of attention to the ambiance of restaurants, and writes mini reviews on her food blog, mimilovesfood.com She follows all the popular food blogs through Twitter and Youtube. She can be found spending time with family, friends, or volunteering at catered events at her local church. 4. Hungry Athlete (16-20 years old) Tyson Drake Thompson-18 years old

Tyson Drake Thompson was born and raised in Ontario, California. He is involved in three different sports at his high school. His main goal is to be a quarterback at USC, which he is in the

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works of applying to. When he is not playing sports, he is hanging out with his friends, grabbing a bite to eat, or catching a movie with girlfriend. He recently was rewarded with a Honda Civic for getting good grades, and invested in the new Iphone 5 to stay on top of his schedule, social media and favorite sports teams. He loves sports news and trivia. He and his friends follow different local restaurants to win contests and receive discounts. Goals 1. Grow Facebook fan base to 20,000 by December 2014. 2. Grow presence on social media platforms including Instagram, Twitter, Vine, etc. You tell us which platform, or combination of platforms make the most sense for the brand to utilize. 3. Take Phillys Best to the next level in terms of social media presence and consumer perception, especially compared to competing restaurants in the quick service space, such as Jersey Mikes. Our Strategy : The Spider Web Effect The strategy for this social media campaign is to focus on online relationship customers have with Phillys Best. By encouraging engagement with the millennial generation (and other integrated publics) consistently through the social media platforms, the social media following for Phillys Best will be strengthened and in turn boost the SEO optimization of this brand as the go-to cheese steak shop in all of Southern California.

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 Objectives and Tactics For Goal #1: Grow Facebook fan base to 20,000 by December 31, 2014 Current Fan base: 11,900 Increase needed: 8,100 Objective 1: Reach 9,240 New Facebook fans via LIKES on Facebook by DATE. Strategy: A two-step process to set the baseline for Phillys Best Social Media Campaign using the phenomenon of the Spider Web Effect: 1. Brand alike, all 22 stores with large, eye-catching signs to engage and encourage social media networking with customers 2. Empower and Engage all 22 store employees to spread the word and join Phillys Best on Facebook Tactics to be used: o TACTIC 1: Instagram, Twitter, Facebook SIGN UP! Phillys Best Its not the old clich, LOCATION, LOCATION, LOCATION. Its all about SIGNAGE, SIGNAGE, SIGNAGE The IMPRESSION Team visited several of your locations, and one of the first things we noticed was that Social Media presence is virtually non-existent. If we want to engage and encourage the millennial population on several different social media platforms, we need to reinforce your brand with the proper signage. Signage will serve as an invitation to engage and encourage millennials, since they respond to the in-your-face approach. Below is a sample of possible artwork using two LARGE 3 feet x 16 inches white cling window sheets to be attached to store front windows, visible from the outside AND inside the store. Every Counter where you place your order will have a one-square-foot size thick plastic sign. The same branded T-shirts and hats for all employees are recommended during the contest period.

Hard costs to Phillys Best: $2,556 Total (see budget for details and quote from FedEx Office)

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o TACTIC 2: Facebook The ENGAGE AND EMPOWER ME! Contest Once the SIGN UP! branding stage is completed at all 22 stores; IMPRESSION proposes a Facebook contest between the 22 stores. The corporate and franchise stores cannot invite your customers to participate on any Social Media platform, unless they are informed, engaged and empowered to do so. Competition between multiple stores is very effective and fun. It will encourage employees while garnering likes simultaneously. The contest will run in three 2-week phases (after 2-weeks, employees can burn out): Ask all employees in each store to encourage every customer to LIKE us on Facebook. In turn, every customer who LIKES Phillys Bests will receive a free French fry, redeemable only during the two-week contest period. The goal is to make it as easy as possible for the STORE, its EMPLOYEES and the CUSTOMER to participate, bridging the gap between social media and in-person. Customers should be able to JUST SHOW US YOUR PHONE, as a Facebook like, to get a free French fry. Millennials do not PRINT paper coupons, and the TAG LINE JUST SHOW US YOUR PHONE makes it easy and approachable. It will be recorded HONOR SYSTEM so Phillys employees must be vigilant and use common sense when interacting with customers. Hard Costs to Phillys Best (Store and Employee Rewards): It should be noted that during the research phase of this proposal and in the course of visiting and/or calling both corporate and franchised stores, the IMPRESSION team was met with much resistance to participate in any request, provide feedback on Phillys Bests social media, etc. This reinforces the need to ENGAGE and EMPOWER all stores and its employees. This is essential for any good campaign and Phillys Best people play an important role in its success. In order to truly empower and engage all corporate and franchisee stores, it is recommended that Phillys Best offer significant rewards for the top winning store(s) for each 2-week contest such as: $500 bonus to franchisee owner (or corporate store manager) $100 to every employee in store x 10 employees per store = $1,000 Total Cost: $1,500 per 2-week contest (x 3 phases/intervals) = $4,500 Hard Costs

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Visa gift cards may be used instead of cash/checks, so this does not become part of a payroll and taxes. Please consult your accounting department for proper financial reporting. Since we are unable to separate Facebook LIKES for each individual store, the number of LIKES will be counted based on the number of free French fries redeemed at each store, using the Phillys Best corporate PLU code on the cash registers for corporate food give-a-ways. ANTICIPATED RESULTS LETS DO THE MATH! -TWO WEEK CONTEST: IF EACH STORE GETS A CONSERVATIVE NUMBER OF 10LIKES PER DAY. -MULTIPLY THAT BY 14 DAYS = 140 LIKES PER STORE IN A TWO-WEEK PERIOD. -140 LIKES PER STORE X 22 STORES = 3080 LIKES IN TWO WEEKS! DO THIS IN 3 PHASES -AND WE WILL HAVE GARNERED 9,240 ENGAGED FANS OF Phillys Bests!

For Goal #2: Grow Presence on social media platforms including Instagram,Twitter Objective 1: Reach an additional 2,164 fans on a multi-level social media platform, using the phenomenon of the Spider Web Effect. Strategy: One-month long Photo-Shoot-Contest using Facebook and Twitter as the messenger and Instagram as the receiver. This will ultimately create in-store traffic and possibly boost sales in the interim.

Tactics to be used: o TACTIC 1: INSTAGRAM & TWITTER THE PHILLY HUNT The goal of a typical Scavenger Hunt is to find specific items on a provided list and then bring it back to a home base. Millennials LOVE scavenger hunts! We propose a Scavenger Hunt with a Social Media twist. This is a Weekly Photo-Shoot (Believe in your selfie!) Contest, but the ITEM to be photographed will change weekly. Participants will be given instructions via Facebook, Twitter and Instagram on Monday mornings (and throughout the week) to go to any of Phillys Bests 22 locations and take a picture of yourself with something uniquely found only in a PB store. For instance on Week One, a picture of yourself underneath the AMOROSO Bread Sign..Week Two, a picture of yourself with the Philadelphia Skyline, and so on. (Insert screenshot of Michelle & Karlie PB Hunt selfies)

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Participants have a one-week window to POST on INSTAGRAM using #phillyhunt and also must TAG the photo for friends to view, ultimately, spreading the Phillys Best message. The Spider Web Effect really kicks into gear here.

All PB Hunters for the month will be entered into a random drawing for a 2-person 3night stay in Philadelphia. (See the budget for details) Hard Costs to Phillys Best: Trip for Two to Philadelphia: Round Trip Air for Two: Hotel in City (think Penns Landing): $Funds set-aside for miscellaneous: Museums, dining, sporting events, Tours, etc. Total Hard Costs:

$1,200.00 $ 600.00

$ 800.00 $2,600.00

RESULTS LETS DO THE MATH!! 4 PB Hunters per day per store x 28 days x 22 stores = 2,464 PB Hunters (*** this is a very conservative number and we really think this is going to be a BIG HIT and if so, we would recommend another #phillyhunt in the future). NOTES: HERES A CHANCE TO GET YOUR PHILLY VENDORS INVOLVED AND POSSIBLY SHARE THE COSTS. Plus, included with trip can be tours of AMOROSO Bread Company or TastyKake.

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For Goal #2: Grow Presence on social media platforms including Instagram, Twitter, etc. Objective 2: Reach an additional 2,500 fans on a multi-level social media platform, using the phenomenon of the Spider Web Effect, with little hard costs and very small food give-a-ways. Strategy: One-month long contest using the trending online Personality-Quiz Contest Tactics to be used: o TACTIC 1: BUZZFEEDWHICH PHILLY CHEESESTEAK ARE YA? Personality Quiz See BuzzFeed.com for great examples Taking online quick and easy personality quizzes is the hottest item currently trending for the younger millennials we just cant get enough of this stuff! Quizzers keep going back for more on quiz-hosting websites like Buzzfeed.com, which will allow Phillys Best more and more exposure to the PB brand and consumer perception. Which Philly Cheesesteak Are Ya? will pose interesting Philadelphia based questions, using Fun Philly terminology and much more. Personality quiz answers are multiplechoice, using 4 image based answers to choose from. PB quiz examples include:

Phillys Best Personality quizzes will pose six to eight questions, and based on those answers, PB Quizzers will be provided with INSTANT RESULTS as to What Philly Cheesesteak Are Ya? with automated answers such as I am a (PIZZA STEAK SANDWICH) Ive got a (TUNA HOAGIE) Addytude!

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In order to be entered into the ten random winners per week (of a free cheesesteak or hoagie), Phillys Best quizzers must Tweet or Share on Facebook @PHILLYSBEST their instant result. The random winners will be sent an e-coupon with a list of locations to get one free Phillys Best sandwich. Once again, millennials do not print paper coupons, so the just show us your phone also tagline will need to be honored at all locations. Franchisees will be reimbursed as this contest is a corporate give-a-way. Hard Costs to Phillys Best: Virtually none! Soft Costs (TBD) will require IT implementation. Food Give-A-Ways: 10 random winners per week x four weeks = 40 free sandwich give-a-ways. RESULTS LETS DO THE MATH!! Minimum of 2500 new and engaged millennials added to Phillys Best fan base. This figure is an assumption based on previous store contests activities.

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For Goal #3: Take PHILLYS BEST to the next level in terms of social media presence and focusing in on consumer perception. (We are now at Week 20 of our 26-Week campaign. Phillys Best can now expect about 14,200 newbie fans before moving onto VIDEO. This does not include our 6-month long Phillys Most Wanted customer engagement game, which should reach another 2,500 by Week 20. Thats about 16,700 new fans to Phillys Best by October 12th!) Objective 1: Reach an additional 2,500 fans on a multi-level social media platform, using the phenomenon of the Spider Web Effect Strategy: One-month long contest using THE POWER OF VIDEO to improve consumer perception of Phillys Best, reinforcing Phillys Bests shared values/strengths and key point connections: That Phillys Best is the TRUE place to go to for authentic, Philly-sourced, nostalgic, crave worth foods; and that it is a fun atmosphere with a unique Philly attitude Phillys Best is BETTER than the REST. Worth the time. Worth the Drive. Worth the Price. Phillys Best is NOT Subway Tactics to be used: o TACTIC 1: Phillys Best YouTube Channel KEEPIN UP WITH THE LEVEYS to Phillys Best Website and all sources of social media.

KEEPIN UP WITH THE LEVEYS is designed to showcase Bob and Andrea Levey on a more personal and intimate level using 60-second videos to show the face behind the brand. It will be linked to the website for Mom & Pop stores are currently trending and will be for quite some time. - Ideas for Levey 60-second videos are: Philly Lingo to teach customers what Phillys all about!

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The Difference between East Coast and West Coast (people, relationships (family/friends/couples, places and things), because it really is different! (think about the movie, Silver Linings Playbook) How Bob and Andrea met (and fell in love). Why California? And why Phillys Best had no choice but to be successful

Here is a chance to bring in additional generations and targets, such as Generations X, Y, and Baby Boomers, as well as East Coast transplants of all ages. o TACTIC #2: LETS SHOOT A COMMERCIAL! Contest (in 16-seconds or less) Instragram is going VIDEO, and so is Phillys Best! This is a one-month long video contest asking PB fans to make a commercial for Phillys Best getting down and dirty with their meals. The request for videos (RFV) will go out via Facebook, Instagram and Twitter many times throughout this tactic. The RFV guidelines will be worded in a manner that will focus on great consumer perception. Video submissions are open to all and will encourage creativity. Phillys Bests commercial-makers will Instagram their video to #Phillysbestvideo and/or #jeetyet, and contestants must TAG their videos to be seen by their circle of family and friends. Once again, we are focusing on the Spider Web Effect knowing that social media networking can grow exponentially with every SHARE and TAG. There will be a First, Second and Third Place winner, chosen by the Leveys and/or corporate staff. Up to ten Honorable Mentions may also be chosen. Hard Costs to Phillys Best: (High-End Apple/Macs to three winners with iMovie app included) o 1st Place: MacBook $1,200.00 nd o 2 Place: iPad $ 900.00 rd o 3 Place: iTouch $ 600.00 o Ten $200 PB Gift Cards $ 200.00 (honorable mentions) Total Hard Costs: $2,900.00 RESULTS LETS DO THE MATH! Anticipated video submissions to Instragram: Approximately 2500 new and engaged millennials added to Phillys Best fan base. This figure is an assumption based on previous store contests & activities. (i.e.: 5 videos per day per store x 4 weeks x 22 stores = 2,464

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For Goal #3: Take PHILLYS BEST to the next level in terms of social media presence AND focusing in on consumer perception. Objective 2: Reach an additional 3,300 fans on a multi-level social media platform, using In-Store traffic to create a Buzz and then the phenomenon of the Spider Web Effect will follow. Strategy: Six-month (entire campaign) Photo Opportunity to improve consumer perception of Phillys Best, reinforcing Phillys Bests shared values/strengths and key point connections: that Phillys Best is the TRUE place to go to for authentic, Philly-sourced, nostalgic, crave worth foods; and That it is a fun atmosphere with a unique Philly attitude! o TACTIC 1: Facebook, Instagram, TwitterPHILLYS MOST WANTED InStore Photo Opp! Team IMPRESSION proposes to piggy-back or Hijack Phillys Best already implemented Tagline of Southern Californias Most Wanted Philly Cheesesteak which shows funny portraits of possible customers posing for a MUG SHOT. It is a major feature on PBs website. Some stores have a poster/banner, some do not. This photo opp will allow Phillys Best to take this great idea to the next level on a social media platform. Using laminated heavy-duty poster boards, we will brand all 22 locations with a Mug Shot background, with the additional tagline of A crime worth committing

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In-Store customers can stand in front of the Mug Poster, take a photo. They can post on Instragram or Twitter: #phillysmostwanted. This is super fun for all ages, engages your dining customers and allows all to see what a great and unique family atmosphere Phillys Best has to offer! Hard Costs to Phillys Best: 22 each, thick laminated 2 x 3 (or 3 x 4) poster board @ $100 each = $2,200 Total RESULTS LETS DO THE MATH!! We have anticipated 3,300 minimum submissions to Instragram and/or Twitter. Results based on provided daily customer count of 135 per day average. Conservative figure of 6 photos per week, per store: 6 x 26 weeks x 22 stores = 3,432 engaged and happy customers! PHILLYS BEST GOAL #3: FOCUSING IN ON CONSUMER PERCEPTION Objective 3: Reach out to 50 southern Californian bloggers, vloggers and foodies for a one-time luncheon event at the Irvine Store. Strategy: Bloggers/Vloggers/Foodies are the OPINION MAKERS. A well-known and respected bloggers or foodie who sends out a great review on a restaurant is a proven method to improve consumer perception and drive sales. This opens a whole new social media market that will add additional value, credibility, and authority to your social media PR campaign. o TACTIC 1: OPINION MAKER EVENT This is a one-day 3-hour window luncheon event at the Irvine Store inviting the most followed, popular, respected and/or infamous bloggers, vloggers and foodies. To reach the widest arena of opinion makers, Phillys Best will choose a mixture of opinion makers who use different means of getting their word out. (i.e.: Do they Blog, Instagram, Vlog, etc.). Phillys Best may also want to consider a traditional press release, as well as inviting newspaper foodies & restaurant critics to the same event. The luncheon will be a casual meet and greet event, hosted by Bob and Andrea Levey. The Impression Team would recommend that you include your team in the event, reinforcing strong values in your people, as well as your product. It could be as simple as asking your opinion makers to come and review the store.

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In return for the luncheon, we would hope to receive good reviews by the opinion makers who would therefore spread the message to their readers and followers. This is a great opportunity to PERSONALIZE consumer perception of Phillys Best, reinforcing Phillys Bests shared values/strengths and key point connections: that Phillys Best is the TRUE place to go to for authentic, Philly-sourced, nostalgic, crave worth foods; and That it is a fun atmosphere with a unique Philly attitude!

Hard Costs to Phillys Best: Retail Value of food give-a-way: $12 per person x 50 people = $ 600.00 RESULTS LETS DO THE MATH! 50 new additions to your social media fan base and platform. Using our theory of the Spider Web Effect, your social media following will expand exponentially. RETURN ON INVESTMENT (ROI) FORMULA #1: INCREASE CUSTOMER BASE AND BOOST SALES By the end of Team IMPRESSIONs six-month Social Media PR Campaign, Phillys Best should hope for an additional NEWBIE fan base of approximately 22,500 people. This does NOT include the phenomenon of the Spider Web Effect, expanding exponentially to friends and family of your fan base. If 10% of PB Newbies become regular customers, that represents an additional 2,250 new customers. If these new additional customers visit Phillys Best for lunch, just once a month, Phillys Best can increase monthly corporate sales to $27,000 (2,250 customers x $12 average ticket). Additional Annual Sales = $324,000 (You can double these sales if you can get them to come twice a month!)

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FORMULA #2: % RETURN ON INVESTMENT (ROI) Increase to annual revenue/sales: Less Campaign Costs: Hard Costs Soft Costs Net Savings: $324,000 - 15,000 - 15,000 $294,000

$294,000 / $30,000 = 980% ROI (Does not include costs of goods sold which needs to be calculated for a True ROI) Evaluation Quantitative review conducted after every tactic: Statigram for Instagram Twitter Analytics Facebook analytics Hootsuite analytics (22,554 participants projected in campaign; subject to change) -How many bloggers attended? How many bloggers reviewed? Qualitative review conducted after every tactic: -Blogger reviews--- negative or positive? - General consumer responsiveness (Yelp)? Surveys/ Questionnaires online? -Were people reactive to each tactic? Were they engaged in the spiderweb?

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References, Budget, Timeline

Amoroso. (2014, February 5). Amoroso's Baking Company. Retrieved February 5, 2014, from amorosobaking.com: http://amorosobaking.com Best, P. (2014 , February 5). Philly's Best Authentic Cheesesteak & Hoagie Shop. Retrieved February 5, 2014, from Philly's Best Authentic Cheesesteak & Hoagie Shop: http://www.eatphillysbest.com Head, B. (2014, February 5). boarshead.com. Retrieved February 5, 2014, from boarshead.com: http://boardshead.com Onorato, P. H. (2013). You are where? If you are eating this? Lexington, N.C.: The Dispatch. Pierceall, K. (2013). Philly's Best promises East Coast Taste. OC Register. Seeden, C. (2013). Philly's Best offers brotherly love with its classic cheesesteak. Santa Ana, Calif: OC Register. Shatkin, E. (2012, February 3). Boos Philly Cheesesteaks: Sandwich of the Week. LA Weekly Food. Los Angeles, Calif: LA Weekly. Boos Philly Cheesesteaks. (n.d.). Boos Philly Cheesesteaks. Retrieved March 12, 2014, from http://boosphilly.com Home | Charleys Grilled Subs. (n.d.).Home | Charleys Grilled Subs. Retrieved March 12, 2014, from http://charleys.com Latest News. (n.d.). Jersey Mike's Subs. Retrieved March 12, 2014, from http://www.jerseymikes.com Home | Charleys Grilled Subs. (n.d.).Home | Charleys Grilled Subs. Retrieved March 12, 2014, from http://charleys.com TOGO'S | GREAT SANDWICHES | WEST COAST ORIGINAL | SINCE 1971. (n.d.).Togo's. Retrieved March 12, 2014, from http://www.togos.com Which Wich Superior Sandwiches. (n.d.). Which Wich Superior Sandwiches. Retrieved March 12, 2014, from http://www.whichwich.com

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