1. Digital Marketing Strategy.
Kristine Pierce

2. Target Market:
Joe’s is a place with a fun atmosphere and a spot to come for a good time… no matter who
you’re with.

3. Key performance indicators:
Joe’s currently has a decently strong social media presence, but after this social media
makeover we’re moving joe’s to the top.
Facebook: 292,000 300,000 Followers
Twitter: 4,471 10,000 followers
Pinterest: 1,245 2,000 followers
Linkedin: 1,029 2,000 followers

4. The BIG idea:
Joe’s is going to use their social media platforms to bring the islandy, laidback feeling you
get on a tropical vacation (or at joe’s!) to you anywhere through your smart phones or
computers.
Ultimately to make consumers crave the relaxation they get from joe’s.

5. Search engine optimization:
We want to make sure joe’sseo is up to par, we wouldn’t want a new customer searching for
joe’s and coming up empty handed or misdirected. So were optimizing joe’s name to its
fullest potential.
The keywords we’ll acknowledge for this campaign are going to be:
Seafood
Joe’s
Joe’s Crab Shack
Crab
Joes
Joes Crab
Joe’s Crab
Joes Crabs
Joe’s Shack
Joes Shack

6. KPI: Breakdown of twitter
Seeing as Joe’s facebook page is doing exceptionally better than their twitter account, our
goal is to tackle this gap and bring twitter up to speed with the following of their facebook.
Increase tweets from 3
times a week to 2 times a
day.
Tweet during prime food
times:
11am – 2pm
5pm – 8pm
Post active tweets:
“retweet if…”
“Favorite if…”

7. Instagram hashtag campaign:
“shack shots” has taken on the name of joe’s creative instagram campaign, which is very
successful. Customers while dining at joe’s may instagram a photo and hastag #eatatjoes or
#joescrabshack. Posting these will have their photos featured on the official joe’s website.

8. Vine a little joe’s action:
This new vine app is really picking up speed in the social networking scene. The app allows
users to upload 10 second clips with sound for others to view.
Customers, like our instagram campaign, may shoot one of these 10 second vine clips while
enjoying their stay at joe’s and hashtag one of the already previous hashtags to have their
videos featured on the joe’s official page as well.

9. Budget breakdown:
Through extensive research we’ve come up with some numbers…
•Joe’s annual revenue = $3.8 million
•Joe’s monthly revenue = $316,000
•Digital marketing monthly campaign for joes = $14,400
•Seo = $3,600
•PPC = $5,040
•Social Media = $2,880
•Email = $720
•Mobile = $1,440
•Content =$730

10. Sources:
Images:
•http://www.joescrabshack.com/
•http://www.fsrmagazine.com/corporate-responsibility/obesity-buster?page=2
•http://images.smoothfusion.com/marketing/joes-screencap.jpg
•http://www.scientificamerican.com/media/inline/beer-batter-is-better_1.jpg
•http://www.clker.com/cliparts/S/C/F/a/I/C/palm-tree-hi.png
•http://thumbs.dreamstime.com/thumblarge_474/1265060504F6mnG7.jpg
•http://4.bp.blogspot.com/-
N7qk79MTHuw/UPeHiDgsYCI/AAAAAAAAH4o/kp7V6QAeTAk/s1600/Joes-Crabshack-Great-
Khan-and-Crossland-neon-signs-at-dusk-Texas-State-Highway-6-North-of-Westheimer-Rd-West-
Houston.JPG
•http://topseopicks.com/wp-content/uploads/2013/03/offsite-1.jpg
Information:
•https://www.facebook.com/joescrabshack
•http://pinterest.com/joescrabshack/
•https://twitter.com/Joes_Crab_Shack
•http://www.linkedin.com/company/joe's-crab-shack
•https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRe
questType=KEYWORD_IDEAS)
Video:
•http://www.youtube.com/watch?v=62IYYITY3Rc