SCS 2846 - Assignment #1 - Social Media Planning - Freshii
1. Assignment #1:
Social Media Plan for Freshii
SCS 2846: Social Media Strategy
July 5, 2016
2. Founded in 2005, Freshii is a Canadian fast-food chain headquartered in Toronto, Ontario. The
chain serves healthy wraps, salads, burritos, cold-pressed juices, and smoothies. Since its inception,
Freshii has seen incredible growth and now operates over 220 stores in 20 countries.
Brand Identity on Social
Freshii’s primary target audience consists of health conscious millennials (aged 18-34), who seek
healthy and affordable fast-casual food options.1 Growing up in the age of social media, these consumers
are heavy users of various social platforms. They are considered joiners and collectors who follow brands
on social in order to support the brand, receive updates from the brand, and receive special offers and
In order to realize success on social, Freshii needs to make sure that their content provides their
audience with information regarding new menu items, new store openings, and special offers. Additionally,
the content should be tailored to mobile, as this is the medium on which millennials consume the majority
of their content – and should focus on “lifestyle” branding, since millennials follow and engage with brands
that reflect who they are as individuals.
ii. Business Objectives
Objective #1: Increase brand awareness and first-time restaurant visits.
Freshii is a relatively new fast-food chain and many individuals don’t know about it yet. Therefore, the
brand should focus on raising brand awareness and making sure people know what the Freshii brand is all
about and where their restaurants are located. Moreover, the brand needs to educate consumers that
eating on the go can be both healthy and affordable, and motivate consumers to try eating at one of their
*See supporting social media Objectives #1 & #2.
Objective #2: Increase sales of “meal boxes” and “juice plans” by 25% respectively.
Freshii offers various meal boxes and juice plans that customers can pick up from their restaurants on
a daily basis. Products like these have been gaining popularity and Freshii has a great opportunity to
leverage social media in order to promote their meal boxes/juice plans and generate revenue.
*See supporting social media Objective #2.
Objective #3: Reward and retain existing customers through a unique loyalty and coupon system.
For existing customers and brand loyalists, Freshii should seek to develop an app where customers
create a mobile loyalty card. Customers can then scan their cards when they make purchases to earn
points, which can eventually be redeemed for free menu items. Moreover, coupons can be distributed in
unique ways through Freshii’s social properties, i.e. “Screenshot a specific Snap and present it in-store to
receive 10% of your next order” or “Take a selfie with the Freshii geofilter and receive a free juice at your
*See supporting social media Objective #3
iii. Social Objectives
Objective #1: Increase Facebook and Instagram followers by 30%.
o Create highly targeted Facebook ads to promote the Freshii page and boost existing posts
that are performing well.
Freshii’s productcertainlycaters to a wide variety of age groups.However,for the purpose ofthis social media plan,
their social brand will primarilytargetmillennial consumers.
3. o Similar to Facebook ads, Instagram ads can be highly targeted. Freshii should create
photo, video, and carousal ads that focus on boosting page post engagement and build
o Building an audience on social will increase Freshii’s brand awareness
Objective #2: Share content that educates individuals how to live more active lives and how
Freshii can help them live healthier.
o Freshii should focus on posting relevant, timely, and visually appealing content across all
their social channels.
o The content can link out to blog posts where bloggers and influencers review Freshii’s
menu items and meal boxes, and give advice on how to live a healthier lifestyle on the go.
o Content can also feature coupons that users can redeem for discounted meal boxes and
juice plans. This will stimulate trial, which will help support the second identified business
Objective #3: Create and build a strong presence on Snapchat.
o Snapchat is a relatively new platform in terms of social media marketing. However, brands
who utilize the platform to advertise and engage their audience will gain a strong
o Since Snapchat doesn’t automatically populate their user search query, Freshii needs to
cross promote on their existing social channels. For example, they can let their audience
on Facebook know that they are on Snapchat @freshii, and provide a Snapcode so that
users may quickly start following the brand on Snapchat.
iv. Social Media Voice (and Purpose).
Freshii’s social media voice should be playful and fun particularly within their social posts’ copy. It
should entertain and engage the audience so that they become interested and excited to visit Freshii
locations. Lastly, it should educate and inform the target audience that fresh, healthy, and affordable food
is conveniently available to those on the go at their restaurants.
v. Social Media Character
Target on-the-go millennials who want fast, convenient, and healthy food options at an affordable price
point – as well as live healthier, more active lifestyles.
Social Platforms to be Utilized
Taking into account the brand’s social media voice, social media character and business objectives, it
would be beneficial for Freshii to utilize the following social platforms to engage with their audience:
Facebook is arguably one of the best social platforms for brand advertising. Ads on Facebook can be
targeted by interests, demographics, and geographical locations that the brand wants to reach. For
instance, Freshii can target individuals aged 18-34, who have health/physical activity based interests in
Versatile, visually appealing, and extremely engaging, Instagram is a photo based social platform that
is popular amongst millennials. Freshii can leverage Instagram for most of their content distribution. For
instance, they can run contests where users enter the contest by following their social pages, tagging their
friends or sharing the photo in order to receive a discount coupon for xx% off the purchase of a meal/juice
plan. This tactic allows Freshii to grow their social audience and increase the trial and sales of their meal
4. box and juice plans. Moreover, they can post user generated content showing customers enjoying their
menu items, and inform their audience about new menu items and restaurant locations.
Freshii can create various boards on Pinterest that support its brand image. Boards can include
healthy recipes, workout routines, and tips/tricks on how to live a healthy lifestyle. Moreover, since
millennial females (often mothers) are one of the primary users of Pinterest, there is a huge opportunity for
Freshii to target this demographic that is surely crunched for time, and interested in fast and healthy food
With 41% of 18 to 34 year olds using Snapchat daily2, Freshii should consider establishing a strong
presence on the platform. Snapchat is a great medium for brands to post candid and fun content and give
their users a real-time, behind the scenes look at the operations of the company. It is also a great platform
for brands to let their audience know about new products and run unique contests and promotions.
Source: Nielsen Media Impact,Reach Duplication,Nielsen Total Media Fusion/GfK MRI Survey of The American
Consumer 9/1/2015 – 9/30/2015 (Television,Internet, and Mobile)
Link out to
living a healthy
lifestyle on the
Notify audience of
new menu offerings
Post fun, clever,
pertaining to pop-
and notify them
3-4 posts/week Share via Instagram As needed As needed –
aim for 1-3
1-2 posts/week As needed As needed – aim
As needed –
aim for 1-3
2-3 post/week X X X 1-2 posts/week
X As needed 2-3 posts/day 2-3
5. Examples of Social Posts
With a social media plan in place, Freshii can begin to execute their social strategy in order to
achieve their social objectives, which in turn will allow them to realize their business objectives. Although a
social media plan acts as an excellent guide, Freshii should benchmark and evaluate their performance by
analyzing key metrics and analytics, and tailor their content, postings, and strategy to see what works
best. Lastly, Freshii should keep in mind that meaningful results on social are rarely instantaneous.
Therefore, consistency and frequency are key when implementing social objectives, as is patience. If
Freshii can target their audience with engaging, relevant, and entertaining content, they will be able to
successfully grow their brand’s exposure, increase the sales of their “meal boxes” and “juice plans”, as
well as reward and retain their existing customers.