Budget

Costs

Creation of the infographics will be done by Sune’s’ existing media producer for a fee of $200. Cost of photography, $100. The video will also be supervised by the media producer using existing equipment. No props or other expenses will be incurred. The same can be said for the rest of the social media platform posts. Store metrics will be provided by Sune’s’ accountant as part of their regular duties. Once initial creation and automatic post scheduling take place, minimal involvement other than monitoring and adjustments to any exceptional circumstances will be needed. Total extra costs are $300.

Benefits

The average family of 2.5 people spends $4,643 per year on groceries they eat at home (USDA 2020). With a 2% increase in store traffic using Drummond Island’s population as base, equating to 22 more people shopping, Sune’s can expect an increase in revenue of $24,552 over 3 months, $49,104 over 6 months. Subtracting $300 expenses equals $24,252 and $48,804, respectively.

Scheduling and Goal Measurement

The entire campaign will start January 10, 2020, lasting 6 months with a once per week initial Facebook post. This will be followed by twice weekly Twitter posts then tri-weekly Instagram posts. The second week’s Facebook post will contain the first infographic, then the rest of the scheduled social media postings. The campaign will continue this schedule for three months, then re-cycle for three months. During each three-month period metrics established in the social media platforms and on Google Ads will be used to monitor the popularity through click-through rates, shares, and comments. Additionally, use of store-provided metrics such as increase in customer sales, frequency of purchases and types of products desired when measured against previous and predicted future outcomes will provide indication of campaign effectiveness. Adjustments can be made at a three-month review meeting. At the six-month mark, another meeting and review of the metrics will establish the desirability of continuing for the next six-months. The goals are to see an increase of 5% in social media metrics and a 2% increase in store traffic. Sune’s must be made aware that media campaigns take time to affect customer behaviors and are difficult to accurately establish causal relationships with any changes in the metrics.

Using the media suggested should be a great fit for the environment at Sune’s and bring a boost in their traffic to the store as well as their social media sites.