IT’S POPPIN’ By: Allyssa Berrong, James Carr, Ethan Flynn and Kat Harris
IT’S POPPIN’
By: Allyssa Berrong, James Carr, Ethan Flynn and Kat Harris
Central Core of Difficulty
Cork’s Kettle Corn is not utilizing their social media accounts in a way that will increase brand awareness amongst their target audiences.
Target Audiences
• Students of Georgia Southern University
o 20,517 students are currently enrolled
o Double the size of Statesboro during the months of August-May
• Citizens of Statesboro
o Population is over 29,000
o Population has increased 31.9% since 2000
Goal
To increase both social media and brand awareness amongst the students of Georgia Southern University and the community of Statesboro.
Objectives
• Increase social media following on all platforms by at least 30%
• Sell 60% of the promotional merchandise that is created
• Distribute 300 postcards
o 150 students
o 150 Statesboro community
• Collect 30% of postcard coupons back at Statesboro Farmer’s Market
*All of these objectives are to be completed by the end of the campaign in April 2016
Strategies • Promote social media accounts
• Increase brand awareness
• Promote arrival/availability at Georgia Southern’s University Store, athletic events and local Statesboro events
• Merge Cork’s Kettle Corn into stores and student organizations on Georgia Southern University’s campus
• Social Media Survey Demographic
o Georgia Southern students
o 18 to 23
o Questioned social media habits
Primary Research
• Social Media Survey Results
o Most popular social media sites: Instagram & Twitter
o Most students check social media for 1-10 hours a day
o 99% agreed social media was a reliable source for product promotion
Instagram is the most reliable
o 50% said they would/do check food company social media accounts
More likely to check Twitter
o Majority would follow for deals and promotions
Primary Research
• Focus Group Demographic
o Georgia Southern students
o 18 to 23
o Questioned snacking habits (spending and eating), opinion of Cork’s products and likelihood of purchasing products
o Included taste test of Cork’s Kettle Corn products: original, cheddar and caramel
Primary Research
• Focus Group Results
o Majority spend $3 to $4 on snacks daily (snack once or twice a day)
o Majority had never heard of Cork’s Kettle Corn
o Most popular flavor: original, least: caramel
o Would purchase out-of-the-box flavors (i.e. BBQ)
o 100% would purchase at GSU sporting events/would purchase themed tins as gifts
Primary Research
• Case Study: Social Media
• Pew Research Center - Social Media Usage Research on Ages 30+
o 74% of adults 30+ are on social media
o Facebook (71%), Instagram (26%) and Twitter (23%)
Secondary Research
• Cork’s Current Social Media Numbers:o Facebook:
Followers: 240 likeso Instagram:
Followers: 107
Following: 248o Twitter:
Followers: 5
Following: 1
Social Media
Social Media: Corky
Everyone, say hello to Corky!
Social Media: Seasonal Corky
Social Media: Thanks For Popping By! Corky
Change all user names to @CorksKettleCorn
Hashtags #ItsPoppin
#PopOnDown
#PopOnOver
#PopOnBy
#ThanksForPoppinBy
Social Media: Social Media Examples
• Georgia Southern Sporting Eventso Basketballo Baseball
• University Programming Boardo Movie Nighto Mr. & Miss GSU Pageant
• Greek Life Events/Fundraisers• Twelfth Night• Statesboro Farmer’s Market• First Friday• Other local events: Spring into Statesboro, etc.
Event Calendar
Media: Postcard
Front Back
Media: T-shirt
Front Back
Media: Sticker
Media: Press Release Example
• Spring-Summer
o Blueberry, Chocolate Strawberry, Strawberry, Peach, BBQ
• Fall-Winter
o Pumpkin spice, Apple Cider, Apple Pie, S’mores, Peppermint, Chocolate, Cinnamon, Peanut Brittle
Seasonal Flavors/Popcorn Colors• December
○ Red, Green & White• January
○ Black & Yellow• February
○ Pink, Red & White• March
○ Green• April
○ Pastel colors • Sporting Events
○ Blue and White “True Blue”
Budget
Evaluation • Social Media
o Increase following by 30% on all social media outlets
Facebook: 312 likes
Instagram: 139 followers
Twitter: 50 followers (increasing by 30% only meant gaining two followers)
• Postcardso Pass out 300 postcards
150 to students of Georgia Southern University
150 to citizens of Statesboro
o Collect back 30% of postcards at Statesboro Farmer’s Market
90 postcards
• Merchandiseo Sell 60% (60 t-shirts) of the 100 t-shirts produced