Social Media Strategy Tim Hortons Marketing Plan CONSULTING
CONSULTING
THETEAMWho are we?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
Implementation DeveloperEKROOP SEKHON
Tim Hortons Order: Sour Cream Glazed Donut
Risk Management ExpertASHNA GAKHAR
Tim Hortons Order: Iced Cappuccino
Social Media StrategistMARIA BARKHATOVA
Tim Hortons Order: Iced Coffee
Market Research SpecialistJESSICA GAHTAN
Tim Hortons Order: Nutella Pastry Pockets
CONSULTING
THEINDUSTRYWhat do you need to know about the Coffee Industry in Canada?
SOURCE: IBIS WORLD RESEARCH REPORT
Market share: 69.2% Market share: 17.6% Market share: 1.9%
• Canadian company • International expansion • Introduction of ‘premium’
products and stores
• Opening drive thru locations to be more ‘convenient’
• Extremely effective rewards program
• Canadian company • Premium repositioning • Focus on Fair Trade and organics • Competes closely with Starbucks
KeyPlayers
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THEINDUSTRYWho does the coffee industry target?
SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014.
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
WORKING PROFESSIONALSMILLENNIAL MARKET
CONSULTING
THEOBJECTIVEWhat are we trying to do?
RESEARCH
To identify relevant issues and opportunities through (1) an analysis of the coffee industry and Tim Hortons’ position within it; and (2) a netnography focusing on Tim Hortons and its major competitors.
CAMPAIGN
To introduce an innovative marketing campaign that will utilize social media to increase customer engagement, generate UGC, and stimulate WOM.
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THENETNOGRAPHYWhat is happening on Instagram?
SOURCE: MINTER.IO
@TIMHORTONS
• 140k+ Followers (+1.8k/wk) • 59% Female | 41% Male • Most engagement on drink
photos • Popular Hashtags: #WarmWishes
#tbt #RollUpTheRim #TimsDark #SpreadTheLove #Tims50th #Repost
@STARBUCKSCANADA
• 164.9k+ Followers (+2.2k/wk) • 78% Female | 22% Male • Most engagement on fall
photos • Popular hashtags: #CoffeeLove
#ReGram #ShareJoy #RedCups
@SECONDCUPCANADA
• 5.67k+ Followers (+76/wk) • 76% Female | 24% Male • Most engagement on latte art
photos • Popular hashtags: #Regram
#SCsharethewarmth #LatteTuesday
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
INSTAGRAMOVERVIEW
CONSULTING
THENETNOGRAPHYWhat is happening on Twitter?
SOURCE: TWITONOMY.COM
@TIMHORTONS
• 590.4k followers • 46k tweets • The most retweeted and favourited
tweets are part of campaigns • Most commonly used hashtags:
#WarmWishes #RollUpTheRim #SpreadTheLove
@STARBUCKSCANADA
• 315.9k followers • 23.1k tweets • Most commonly used hashtags:
#CoffeeLove • Popular tweets include hashtags
like #RedCup #BellLetsTalk #FrappuccinoHappyHour #sharejoy
@SECONDCUP
• 9.6k followers • 4.6k tweets • Tweets most retweeted were
promotions or sales • Tweets most favourited were
community updates
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
TWITTEROVERVIEW
SOURCE: TWITONOMY
CONSULTING
THENETNOGRAPHYWhat is happening on Facebook?
SOURCE: LIKEALYZER.COM
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
*>7% is desirable; Calculated by dividing total people talking about the brand by the total number of likes
FACEBOOKOVERVIEW
• 2,861,827 likes • Engagement Rate*: 0.72% • 1.44 posts per week • 792 engagements per post
TIM HORTONS
• 860,995 likes • Engagement Rate*: 4.14% • 0.47 posts per week • 9,157 engagements per post
STARBUCKS CANADA
• 99,438 likes • Engagement Rate*: 0.69% • 0.63 posts per week • 67 engagements per post
SECOND CUP
CONSULTING
THENETNOGRAPHYHow original is the content posted?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
REPOSTINGIDENTICALCONTENT…THEY’REALLGUILTYOFDOINGIT!
SOURCE: STERLING, 2016.
CONSULTING
THENETNOGRAPHYHow was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
TIMHORTONS:#WARMWISHESCAMPAIGN
Begun the campaign in Grimsby, Ontario.
RESULT: It put Grimsby on the map. Consumers loved it!
CONSULTING
THENETNOGRAPHYHow was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
TIMHORTONS:#WARMWISHESCAMPAIGN
• Customers used the posts about the campaign to voice complaints about the company
• Later, posts using the hashtag deviated from ‘Good Deeds’ to cold weather
CONSULTING
THENETNOGRAPHYHow was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
TIMHORTONS:#WARMWISHESCAMPAIGN
• Negative comments and backlash
• Religion • Bragging about good deeds is
counter-intuitive
• Some defended the brand and campaign
CONSULTING
THENETNOGRAPHYHow was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
TIMHORTONS:#WARMWISHESCAMPAIGN
They effectively update and follow-up during campaigns.
CONSULTING
THENETNOGRAPHYHow were the holiday cups received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
• Video to launch new cups • Unrelated complaints were posted • References to the Starbucks cup controversy
• Better received than Starbucks’ red cups
TIMHORTONS:HOLIDAYCUPS
CONSULTING
THENETNOGRAPHYHow is Second Cup’s winter campaign going?
SOURCE: MINTER.IO
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
• Very few posts using hashtag • Twitter: 50 posts • Instagram: 90 posts
• No cohesive campaign strategy
NETNOGRAPHY
SECONDCUP:#SCSHARINGTHEWARMTHCAMPAIGN
CONSULTING
THENETNOGRAPHYHow is Second Cup’s winter campaign going?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
• MajorityofpostsarebySecondCup
• Usedmainlytopromotewarmdrinks
• Minimalengagementonposts
• Nodiscussionorcomments
NETNOGRAPHY
SECONDCUP:#SCSHARINGTHEWARMTHCAMPAIGN
CONSULTING
THENETNOGRAPHYHow was the #RedCupContest campaign received?
SOURCE: WHITTEN, 2015.
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY• Cross-channel promotion • Lots of engagement on
posts
• Early issue: Some locations didn’t have the cups in time
• Complaints are commented on social media
STARBUCKSCANADA:#REDCUPCONTEST
CONSULTING
SOURCE: TWEETREACH
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
LARGE REACH…
BUT NOT ALL OF IT WAS POSITIVE…
THENETNOGRAPHYHow was the #RedCupContest campaign received?
STARBUCKSCANADA:#REDCUPCONTEST
CONSULTING
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
5
6
4
6
5
5
1
2
1
Rating between 1 (Worst) and 7 (Best).
THENETNOGRAPHYHow did they do?
FINDINGS:
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THECONCERNSWhat are the major issues with Tim Hortons’ social media?
PROBLEM #1: LESS SOCIAL MEDIA ENGAGEMENT DURING FALL
CAUSES • Starbucks promotes heavily
during the fall so less attention is paid to Tim Hortons
• Less relevant content for users
ACTION PLAN • Leverage the heavily Canadian
brand identity of Tim Hortons to ensure that consumers feel that the promotion is relevant to them
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
PROBLEM #2: UNCLEAR CAMPAIGN PARAMETERS
CAUSES • Tim Hortons using its campaign
hashtags in random posts • Very specific situations when
hashtags should be used in a campaign
ACTION PLAN • Only use the campaign
hashtags in company posts that are relevant to the campaign
• Create campaigns where more photos fall within the campaign
THECONCERNSWhat are the major issues with Tim Hortons’ social media?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
PROBLEM #3: CUSTOMER SERVICE GRIEVANCES VOICED ON CAMPAIGN POSTS
CAUSES • There is no convenient place to
voice concerns about service or experience
• Lack of responses when customers comment on Facebook posts
ACTION PLAN • Encourage followers to
complete the feedback form on the Tim Hortons website
• Offer incentives to respondents • Respond to feedback
THECONCERNSWhat are the major issues with Tim Hortons’ social media?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THEBIGIDEAWhat is our big campaign idea?
#CanadianMoment
• What: Share photos that show a truly #CanadianMoment. Participate in the #CanadianMoment social media contest* for the chance to win a $500 Tim’s Gift Card! Don’t forget to tag @TimHortons in your post!
• Why: To keep the brand relevant year-round in a way that aligns with what makes them unique, being a Canadian-brand. • Where: Social Media (Twitter, Instagram, Facebook). • When: Fall 2016 (September - October). • Who: Tim Hortons will target Canadians.
Every time you share a photo you will be entered for a chance to win one of 6 prizes of $500 Tim Hortons Gift Cards.
Each week of the contest we will randomly draw a qualifying social post. The more photos you share, the higher your chances to win! Use the weekly themes for inspiration!!
* THE CAMPAIGN WILL BE RUN AS #MÉMOIRECANADIENNE IN QUEBEC.
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
Weekly Campaign Themes
SUMMER MOMENTS
WEEK [1]
COMMMUNITY MOMENTS
WEEK [2]
HAPPY MOMENTS
WEEK [3]
OUTDOOR MOMENTS
WEEK [4]
TEAM MOMENTS
WEEK [5]
FAMILY MOMENTS
WEEK [6]
Dates
• Week 1: Sept 3rd - 9th
• Week 2: Sept 10th - 16th
• Week 3: Sept 17th - 23rd
• Week 4: Sept 24th - 30th
• Week 5: Oct 1st - 7th
• Week 6: Oct 8th - 14th
THEBIGIDEAWhat is our big campaign idea?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
ADVERTISEMENT ($8K)
• Promoted posts on: • Facebook: $3k • Instagram: $3k • Twitter: $3k • YouTube: $2k (Skippable ads)
CAMPAIGN OPTIMIZATION ($7K)
• Lead Generation: $3k • Hashtag promotion: $2k • SEO (Optimized keywords): $2k
INFLUENCER COLLABORATION ($12K)
• Working with 20 influencers (across Facebook, Instagram and Twitter)
• Will be paid $600 each
CAMPAIGN MANAGEMENT ($22.25K)
• Research and Planning: $3k • Public Relations: $2k • Analytics & Social Listening: $8k • Content creation - Photos and Videos: $6.25k • Prize money: $3,000
THEBUDGETHow much is this going to cost?
TOTAL CAMPAIGN COST: $49,250
CONSULTING
SOURCE: HOFFMAN & FODOR, 2010.
AWARENESS
• Impressions • Views • Followers/Fans • Tags
ENGAGEMENT
• Replies • Comments • UGC (Uploaded Pictures) • Link clicks • Impression-to-Interaction Ratio
WOM
• Shares • Retweets • Reposts • User references • Posts with relevant tags
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
THEMETRICSHow will we track our success?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
APRIL - JUNE (2016)
• Form a team • Design campaign webpage • Create and distribute campaign
brief • Recruit relevant influencers
JUNE - AUGUST
• Create ads and cup designs • Give info packet to influencers
• Influencers & Tim Hortons will begin promoting the campaign at end of August
• Release webpage and allow visitors to subscribe to email reminders for weekly themes
• Begin to gather posts and monitor social media
SEPTEMBER - OCTOBER
• Cups distributed to stores across Canada
• Feedback continuously collected and responses will be monitored
• Ensure that campaign is gaining positive media attention
• Send out weekly reminders
SHORTTERM
THETIMELINEHow will the campaign be rolled out?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THETIMELINEHow will the campaign be rolled out?
LONGTERM
NOVEMBER-DECEMBER
• Analyze success of campaign and identify opportunities for 2017 (Including those that can be leveraged in other campaigns)
• Engage with influencers and thank them
DECEMBER - JANUARY (2017)
• Warm Wishes campaign
FEBRUARY - MARCH
• Roll Up the Rim campaign
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
APRIL - MAY
• Summer Camp - related campaigns and promotions
JUNE - JULY
• Chill to Win campaign
AUGUST - END OF 2017
• Prepare and launch the next #CanadianMoments campaign based on learnings of 2016 campaign
• Evaluate success and find opportunities
THETIMELINEHow will the campaign be rolled out?
LONGTERM
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
SOURCE: ROBINSON, 2013.
#1: INCORRECT PERCEPTION OF THE CAMPAIGN
How will we mitigate? • Conducting focus groups during
research stage • Education of influencers and consumers
#2: UNRELATED OR NEGATIVE POSTS
How will we mitigate? • Assign an individual the responsibility
of monitoring the brand interacting with the appropriate business functions
#3: LACK OF PARTICIPATION AND POSTING
How will we mitigate? • Brand influencers will be encouraged to
create content and influence their followers to participate in the campaign
IF ANYTHING ELSE GOES WRONG…
How will we mitigate? The marketing team will work with the legal and PR department to resolve issues in a timely manner.
THERISKSWhat could go wrong? What is our contingency plan?
AppendicesA-E
CONSULTING
A) Industry Research B) Google Trends C) Detailed Segmentation D) Influencer Criteria E) Works Cited
INDUSTRY RESEARCH What do we need to know about the industry?
CONSULTING
Coffee & Snack Shops in Canada - Market Share
Tim Hortons (69.2%) Starbucks (17.7%)Second Cup (1.9%) Country Style (1.7%)Dunkin' Donuts (<1%) Other (8.6%)
Barriers To EntryCompetition HighConcentration HighLife Cycle Stage MatureCapital Intensity LowTechnology Change LowRegulation & Policy MediumIndustry Assistance Low
SOURCE: IBIS WORLD RESEARCH REPORT
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
GOOGLE TRENDS What does the interest in Starbucks and Tim Hortons over time look like?
CONSULTING
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Interestover*me
TimHortons
Starbucks
SOURCE: HTTPS://WWW.GOOGLE.CA/TRENDS/EXPLORE#Q=%2FM%2F018L04%2C%20%2FM%2F018C_R&GEO=CA&CMPT=Q&TZ=ETC%2FGMT%2B4
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
GOOGLE TRENDS What are the interest insights we can derive from Google Analytics?
CONSULTING
INTEREST SPIKES - WHAT WAS HAPPENING AT THE TIME?Mar-06 Tim Hortons went public Mar-07 Roll up the Rim device created.May-09 Poll suggesting that Timmies draw in roughly equal proportions from every political party.Jun-13 Spike could be attributed to: Camp day promotions; Activist Pressures; New productsAug-14 Merger with Burger King announcedDec-14 Merger with Burger King finalizedDec-15 Spike could be due to Video of Tim’s employee throwing hot coffee at a customer OR #WarmWishes campaignEvery March Spike - Roll up the Rim, Less relevant promotions by Starbucks.Every Fall More interest in Starbucks - Seasonal products, Winter cups (Ex: Red cup controversy)
INSIGHT: SEASONAL INTEREST PATTERN While Tim Hortons tends to dominate more in the months of Feb-Mar. (Roll up the rim, new cups, etc.), interest in Starbucks spikes in Nov.-Dec. (New cups, heavy promotion of holiday cups and drinks, buy one get one free and other similar promotions for members; benefits to loyalty program members).
HOW CAN TIM HORTONS GROW CONSUMER INTEREST DURING THE FALL? • Utilize a stronger membership program to keep its customers loyal year-round! • Leverage Strong Canadian ties to launch a marketing campaign that Canadians can engage and identify with year-round
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
GOOGLE TRENDS What are the interest insights we can derive from Google Analytics?
CONSULTING
CITIES
Top cities for Tim Hortons Top cities for StarbucksCity Tim Hortons City Starbucks
Brantford 100 Richmond 100
Niagara Falls 100 Vancouver 99
Halifax 88 Surrey 88
Guelph 87 Abbotsford 88
Oshawa 86 Burnaby 87
Cambridge 85 Coquitlam 86
Oakville 84 North Vancouver 81
Hamilton 83 New Westminster 76
St. Catharines 82 Oakville 73
Barrie 80 Langley 70
London 79 Kelowna 70
Brampton 78 Markham 68
Windsor 75 Vaughan 66
Peterborough 75 Calgary 66
Newmarket 74 Richmond Hill 63
TIM HORTONS DOMINATES IN ONTARIO STARBUCKS DOMINATES IN BRITISH COLUMBIA ———————————————————————————-———————————————————————————————————————-
WHY? • HISTORICAL: TIM’S ENTERED THE MARKET
LATE • CULTURAL: COFFEE SNOBS, PEOPLE USED
TO BETTER COFFEE ———————————————————————————-———————————————————————————————————————-
INSIGHT: TIM HORTONS HAS DIFFICULTY DOING WELL IN CITIES THAT DON’T LOVE HOCKEY - BUT IF THEY CAN FIGURE OUT HOW TO PENETRATE THIS MARKET - LESSONS COULD BE APPLIED TO EXPANSION EFFORTS!
SOURCE: HTTPS://WWW.GOOGLE.CA/TRENDS/EXPLORE#Q=%2FM%2F018L04%2C%20%2FM%2F018C_R&GEO=CA&CMPT=Q&TZ=ETC%2FGMT%2B4 & MELANSON, 2015.
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
DETAILED SEGMENTATION Who does Tim Hortons Target? Who will the campaign target?
CONSULTING
Target Market 1: Age 18-24
• 74% of this group identifies with Tim Hortons* • Care about convenience • Price conscious • Active on social media • Frequent coffee drinkers (5-7x/week)* • 31% engage with companies on social media -
Facebook, Twitter, Instagram
Target Market 2: Ages 25-49
• Working professionals • Identify with the brand - Through their experiences growing
up with the brand • Convenience & fast • Used to the products - simple and straightforward • Convenience ‘on the go’ • Likely to be somewhat active on social media - Facebook,
Twitter, LinkedIn
60% Consumed during 4-wk period 60.5% Consumed during 4-wk period
SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014.
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
*Based on survey distributed 109 individuals between 18 and 24 years old.
INFLUENCER CRITERIA What are we looking for in influencers?
CONSULTING
CATEGORY 2
• Medium: Twitter • Posts regularly (at least 1x/day) • Min. 3k followers • Based on Canada • Known for being ‘in the know’ about Canada related
news and information • Followers fit into Consumer Profile #2 (See Detailed
Segmentation)
30% of Influencers will fit into this group
CATEGORY 1*
• Medium: Instagram • Posts regularly • Min. 5k followers • Based on Canada • They take creative pictures that fit with the brand image -
community, sports, giving, etc. • Followers fit into Consumer Profile #1 (See Detailed
Segmentation)
70% of Influencers will fit into this group
* NOTE WILL DIVERSIFY THESE INFLUENCERS TO APPEAL TO VARIETY OF AUDIENCES (EX: ATHLETES, UNIVERSITY STUDENTS, FASHION AND STYLE ORIENTED, TRAVEL/ADVENTURE)
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
THE WORKS CITED Where did we get our information?
CONSULTING
RESEARCH REPORTS Alvarez, A. (2015). Coffee & Snack Shops in Canada-72221bCA. IBIS World Industry Report. Retrieved from http://clients1.ibisworld.com.ezproxy.library.yorku.ca/reports/ca/industry/default.aspx?entid=1973. Bowler, G.M (Jr.). (2010). Netnography: A Method Specifically Designed to Study Cultures and Communities Online. Qualitative Report, 15(5), 1270-1275. Retrieved from http://www.nova.edu/ssss/QR/QR15-5/
kozinets.pdf. Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing. MIT Sloan Management Review, 52(1), 41-49. Retrieved from http://ezproxy.library.yorku.ca/login?
url=http://search.proquest.com/docview/757349606?accountid=15182. Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Research, 39(2), 61-72.
SOCIAL MEDIA REPORTS • Instagram Stats: Minter.io. • Twitter Stats: Twitonomy • Facebook Stats: Likealyzer
TIM HORTONS’ PUBLICATIONS Bonikowsky, S., Caira, M., & Moir, B. (2014). Winning in the New. Investor Conference. Retrieved from https://www.timhortons.com/ca/en/pdf/TH_Investor_Conference_For_Website_(02-26-2014).pdf
ONLINE ARTICLES Divol, R., Edelman, D., Sarrazin, H. (2012). Demystifying social media. McKinsey. Retrieved from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/demystifying-social-media. Patterson, M. (2015). Social Media Demographics to Inform a Better Segmentation Strategy. Sprout Social. Retrieved from http://sproutsocial.com/insights/new-social-media-demographics/. Ciccatelli, A. (2014). 8 legal concerns to consider when creating a social media campaign. Inside Cousnel. Retrieved from http://www.insidecounsel.com/2014/11/07/8-legal-concerns-to-consider-when-creating-a-
socia Robinson, C. (2013). The Risks Associated with Social Media Marketing. Business 2 Community. Retrieved from http://www.business2community.com/social-media/risks-associated-social-media-
marketing-0617722#Dj2721DhfKcDCcxQ.97.
CLASS LECTURE Sterling, B. (2016). Social Media Strategy Presentation. MKTG 4226 Week 3 Lecture, Schulich School of Business.
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED
THE WORKS CITED Where did we get our information?
CONSULTING
NEWS ARTICLES Canadians united in love of Tim Hortons: poll. (2009). Toronto Star. Retrieved from http://www.thestar.com/news/canada/2009/05/27/canadians_united_in_love_of_tim_hortons_poll.html. Ceolin, C. (2013). Tim Hortons Camp Day fundraiser set for Wednesday. Daily Herald-Tribune. Retrieved from http://www.dailyheraldtribune.com/2013/06/03/tim-hortons-camp-day-fundraiser-set-for-
wednesday. Elliott, J. (2016). Roll Up Rules: New ways to claim Tim Hortons prizes. CTV news. Retrieved from www.ctvnews.ca/business/roll-up-rules-new-ways-to-claim-tim-hortons-prizes-1.2763304. Ferreras, J. (2015). Tim Hortons 'Roll Up The Rim' $100 Prize Winner Loses Due to Little-Known Rule. Huffington Post Canada. Retrieved from http://www.huffingtonpost.ca/2015/03/30/roll-up-the-rim-
prize-rule_n_6970454.html. Jackson, B. (2015). Canadians’ love of loyalty rewards is swayed most by this digital channel. IT business. Retrieved from http://www.itbusiness.ca/news/canadians-love-of-loyalty-rewards-is-swayed-most-by-
this-digital-channel/54790. Krashinsky, S. (2015). Tim Hortons is latest to serve up good cheer in marketing campaign. Globe and Mail. Retrieved from www.theglobeandmail.com/report-on-business/industry-news/marketing/tim-
hortons-is-latest-to-serve-up-good-cheer-in-marketing-campaign/article27544188/. Melanson, T. (2015). Why Vancouver is the only market Tim Hortons hasn't cracked. B.C. Business. Retrieved from http://www.bcbusiness.ca/marketing-media/why-vancouver-is-the-only-market-tim-
hortons-hasnt-cracked. O'Neil, L. (2015). Tim Hortons drive-thru worker appears to throw hot coffee at customer in video. CBC News. Retrieved from www.cbc.ca/news/trending/tim-hortons-employee-accused-of-hurling-coffee-
timbits-racial-slurs-at-drive-thru-patron-1.3370647. Ottawa Citizen. (2007). Ottawa invention makes it easy to play again... and again... and. Canada.com. Retrieved from http://www.canada.com/story.html?id=2f2ff540-129d-43f3-b7ad-cbaad482e348. Robinchaud, M. (2013). Winning Creation from Food Network Canada's Donut Showdown Now Available at Tim Hortons. Newswire. Retrieved from http://www.newswire.ca/news-releases/winning-creation-
from-food-network-canadas-donut-showdown-now-available-at-tim-hortons-512560401.html. Shaw, H. (2013). Tim Hortons shares rise as second U.S. hedge fund turns up heat. Financial Post. Retrieved from http://business.financialpost.com/news/retail-marketing/second-activist-investor-is-turning-
up-the-heat-on-tim-hortons. Skelton, C. (2014). In a city full of Starbucks, some Vancouver neighbourhoods have none. Vancouver Sun. retrieved from http://www.vancouversun.com/technology/city+full+Starbucks+some+Vancouver
+neighbourhoods+have+none/9687579/story.html?__lsa=2507-c501. Staff. (2015). Tim Hortons gets crash course in brand association after pulling Enbridge ad. Global News. Retrieved from http://globalnews.ca/news/2038660/tim-hortons-gets-crash-course-in-brand-
association-after-pulling-enbridge-ad/. Whitten, S. (2015).Starbucks holiday red cup brews controversy on social media. CNBC. Retrieved from http://www.cnbc.com/2015/11/09/starbucks-holiday-red-cup-brews-controversy-on-social-media.html
INDUSTRY RESEARCH
GOOGLE TRENDS
DETAILED SEGMENTATION
INFLUENCER CRITERIA
WORKS CITED