How to reframe a franchise’s social media accounts?
EXECUTION
What are the problems and opportunities from the findings?
Prince Tea House (PTH) opened their 1st store in 2014 and now, they have 7 stores in the East Coast and incoming 4 new stores in 2020. I started carrying company research, brand analysis, and primary market research to find out what are the problems and opportunities of Prince Tea House. As a fast-paced high growth franchise business, the business owners wanted to:
Reconstruct all locations’ social media presence (Improper social media business accounts set up, the inconsistency of contents, unrecognized branding image, and nonuniform business information across all platforms.)
Build an online PTH community (Absence of clear communication, the nonexistence of engagement)
Duration: 6 months, currently as their Marketing Strategist
Tools that I am using: Hootsuite, Buffer, Facebook Ad Manager, Facebook & Instagram Insights, Canva, Snapseed, and Adobe PS Express
Solution
Creating 6-months integrated marketing campaigns
From the discovery and research, I identified Prince Tea House buyer personas, targeted audiences and primary competitors.
Then after, I created a 6 months integrated marketing plan which included social media management, content strategy, direct marketing strategy, public relation, paid advertising, sales promotion and email marketing. Influencer marketing and event marketing are part of the campaign strategies as well.
The new brand voice on social media is refreshed to modern and up-to-date, young and fresh, authenticity and personal.
In these 2 months, I systematically reviewed all comments and interactions on the company’s Facebook main profile and 7 location pages, and, Instagram posts/stories/mentions responding to all questions and continuing conversation initiated by followers. As a result, the account received the “Very Responsive to Messages” badge from Facebook.
Result
Instagram (@princeteahouse)
Doubled the number of new followers and engagement rate increased to 7.46%
With eye-catching and engaging content and story, using different tiers of hashtags and practising social listening, 4,500 new followers were captured within two months. 4 paid social campaigns of a total of $1,000 ad spent with the objective of reach and video view and 20 organic posts captured 653k impressions and 231k reach. Engagement rate increased to 7.46% , which is surpassing the industry standard.
Facebook (@princetaehouse)
Engagement rate increased to 5.95% and response rate improved by 60%
This brand had business Facebook accounts set up but they were not set up properly with duplicated pages and not uniform business information. I set up a location page for each of the storefronts and uniformed all the business information. The main page follower base increased 4% dramatically within a month. Engagement rate increased to 5.96%. With 2 paid social campaigns and 22 posts, the page captured 227k impressions and 20k reached. Response rate improved by 60% in two months.
Event MARKETING
Sold 900 eventbrite tickets and triple the sales
Prince Tea House opened their 7th and 8th location on September and October during the pandemic. With a lot of restriction and restrain, as such no indoor dining, limited outdoor space, COVID-19 safety guidelines and more, the brand needed more social media effort than before. So, I run a full 360 grand opening campaigns from running paid social to posting teasers to media invite to 900 ticket sold via eventbrite. These efforts brought to 3 hours waitlist during the grand opening days and both locations sales triple from soft opening. Also, brown sugar boba mille crepes cake became viral in Tik Tok and Instagram.
INFLUENCER MARKETING
Worked with >100 influencers and made few instafamous and tiktok-famous place
Influencer marketing acquired a strong positive brand image and community with the right strategies. I partnered with more than 100 influencers, brand ambassadors, bloggers and media to promote Prince Tea House 2 new locations organically. Below are some of the influencers/media that I had worked with ranging from food, lifestyle and travel. As a result, Prince Tea House some of the desserts and drink became viral and reposted by more than 5 media organically. Prince Tea House is seen in Youtube too from Strictly Dumpling with 3.2 M subscribers, Nom Life with 5.7k subscribers and Buzzfeed Bring Me! with 324k subscribers. I also partnered with latinaexplorer with 163.9k followers, thebrunchhuy with 56.9k followers, tourdelust with 106.7k followers and more.
Some of the engaging contents that I have created and posted in Instagram stories and they are all archived in the highlight now.
Below is Prince Tea House Instagram account. I am creating marketing strategies, curating content, managing social conflict management, social listening and engaging with users, and editing photos and video.
