This is the final presentation of the BrainBoostCookies project group in the UCR class "Social Media Marketing"

1. BrainBoostCookies LLC 1 Christoph Krienen, André Scholz, Christopher Henseler

3. The ACCESS Model

4. Social Media SWOT Analysis

5. Social Media Implementation Plan

6. The Four Pillars of Social Media Strategy

7. World premier of our commercialTopics Covered 2

8. The Organization’s ScopeType ofIndustry food industry (secondary sector) Main activities: purchasing management production distribution Marketing 3

9. Cookies The philosophy of BrainBoostCookies is to distribute a new product which increases the concentration with outstanding quality and highest convenience. Icecream Cookie flavored icecream with our brain boost providing ingredients Coming soon BrainBoost Energy Drink, Brain Boost Toffee The Organization’s ScopeProduct Lines 4

10. The Organization’s ScopeMarket Segments 5 Target market: USA premium segment Target customers: students, working people who have a need forenergyandconcentration age: 14-55 trendy, modern lifestyleorientated people Competitors: energydrinks, regularcookies

11. The Organization’s ScopeDistribution Channels 6 Premium Coffee Shops Gas stations Bakerystores Clubs / Bars Future: online shop (Create youowncookies)

12. Increased Brand Awareness generatea brandfamiliarity generate word of mouth and buzz (blog, podcast, video) Reputation Management influence the way potential and existing customers perceive our brand (wikis, twitter, monitoring) Build up a brand community Forum, online games, mobile apps The Organization’s ScopeSocial Media Marketing Goals 7

13. togetmoreinformationforoursocialmediaactivitieswecreateda customersurvey toget a higherlevelofresponsewedrawrandomlysomeourmerchandisearticles Customer Survey The ACCESS ModelAudience Survey 8

14. The energy blogger high level of education high level of responsibility is always restless uses social networks, mobile applications knows a lot but not in detail needs energy all day The ACCESS ModelAudiencePersonas 9

15. The non-sleeper high level of education / high ranked job needs energy to achieve all his targets spends money on quality goods health orientated uses social networks in a moderate way The ACCESS ModelAudiencePersonas 10

16. The smart user high level of education lower job ranking level uses coffee to increase his performance if needed buys sometimes sweets, cake or cookies is normally not an active part in social networks (only reader) Prefers traditional ways of communication The ACCESS ModelAudiencePersonas 11

17. The epicure uses coffee and sweets to escape from daily routine different levels of education hard worker, but energy not so necessary for fulfilling the tasks belonging to his job careful with using money for buying sweets is willing to spend money on good quality is interested in giving his knowledge to others lives a healthy way of life The ACCESS ModelAudiencePersonas 12

18. Social Media SWOT AnalysisStrenghts/Weeknesses 13

19. Social Media SWOT AnalysisOpportunities / Threads 14

20. 15 Social Media Implementation PlanThe Four Pillars of Social Media Strategy

21. 16 Social Media Implementation PlanThe Four Pillars of Social Media Strategy

22. World premier of our commerical 17