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Tactic: Outline new content ideas for the blog and identify the most successful platforms for each that would create the most customer engagement. 60
Creating the Hennessey’s Tavern Culture: Social Media Best Practices In order to capitalize on current social media reach and a loyal customer base, the company should aim to create a unique social media theme across all platforms that fully incorporates the Hennessey’s Tavern Brand. This theme should include a consistent tone of voice in posts. The new content needs to have a more informative and reliable presence on these social channels. Uniform content will result in a more loyal online following, because the posts appear more trustworthy and brand centralized. The content on all accounts can be customized by location, but the key to instilling loyalty in new and current customers is consistency. Hennessey’s Tavern locations thrive off the communities that surround them. In order to market to new demographics, each location’s social media should be unique to that city’s culture and vibe, yet still possess the values of the overall company brand of Irish hospitality. Social media is all about establishing and nurturing relationships. This needs to be the focus of the new Hennessey’s Tavern online brand. The best way establish trust with customers is to make them feel informed, valued and connected to the business. The first step in improving the company’s online presence is recognizing that all online branding needs to be managed in a centralized fashion. Currently, each location is responsible for managing its social media, and in order to present a unified brand image this should be managed more by headquarters. In the future the online brand would benefit from a mix of centralized and decentralized management; it is currently unrealistic to expect general managers to have time to collaborate on social media strategy. The brand improvements presented in this campaign plan provide a unique opportunity for Hennessey’s Tavern Inc. to better align its online presence and also begin to secure the legacy of the restaurant’s brand for years to come. Social Media and Marketing Collaboration: Currently, there is little collaboration between marketing and social media strategy. In order to fully refresh and unify the Hennessey’s Tavern online brand, social media and marketing need to work together to create and execute campaigns efficiently. There is a large untapped audience of followers on over 32 social media accounts, and with more targeted online promotion the company could see a significant increase in new and returning business. 61
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The Importance of Online Branding a
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Background 3
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About Hennessey’s Tavern Inc.: Cl
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• On average, an American will ea
Page 9 and 10: Purpose of the Project In order to
Page 11 and 12: Research Report 11
Page 13 and 14: that these contribute to customers
Page 15 and 16: Each social media platform has beco
Page 17 and 18: The other advantage to having stron
Page 19 and 20: Centralization Versus Decentralizat
Page 21 and 22: SWOT Analysis Strengths: -Friendly
Page 23 and 24: Financial growth would allow Hennes
Page 25 and 26: minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29 and 30: Figure C: U.S. restaurant industry
Page 31 and 32: provide Hennessey’s Tavern Inc. w
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35 and 36: Figure K: Facebook social tab on He
Page 37 and 38: It should be noted that the Redondo
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
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Page 45 and 46: Marketing: Marketing for Hennessey
Page 47 and 48: The Redondo Beach Hennessey’s Tav
Page 49 and 50: Primary Research In order to better
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
Page 57 and 58: Campaign Proposal 57
Page 59: Strategies and Tactics Strategy 1:
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Page 65 and 66: Timeline The following implementati
Page 67 and 68: Objective 2: Launch a more user-fri
Page 69 and 70: Measure Online Growth: Utilize vari
Page 71 and 72: Deliverables Figures C1 through P1
Page 73 and 74: Figure G1: The new Carlsbad locatio
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Page 77 and 78: Figures Q1 and R1 are examples of n
Page 79 and 80: http://www.ccsenet.org.ezproxy1.lib
Page 81 and 82: NV.gov. (2017, April 2). Minimum Wa
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