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Marketing should help create unique flyers that fit each social platform’s specs, help outline a calendar of upcoming events that will help organize a posting schedule for each location, and help create and implement a standard for brand-to-customer communication, online. Content Creation: The company’s social media would greatly benefit form unique content that goes beyond flyers for events and specials. The most successful online brands provide followers with content that makes them appreciate and want to interact with the brand. To fill all of the Hennessey’s Tavern accounts with more engaging content, the researcher recommends that the company implement a blog. The blog would have its own tab on the new website and would post a variety of themed content that promotes customer, employees, locations and company news and accomplishments. This blog would have several series of curated content that could be used to improve brand promotion and also drive more traffic to the website and all of the social media accounts. Some ideas for this content include: - Corporate Corner: A series that would share company news, newly sponsored community events and other brand accomplishments. - The Mix: A bi-weekly series that highlights a different drink, bartender and location every other week. Each story is centered around a Q & A session with a Hennessey’s Bartender, while they create their favorite drink. - Paul’s Picks: A monthly roundup of Paul Hennessey’s favorite foods, drinks, specials or merchandise. - Heard at Hennessey’s: A funny quote overheard at a different location every day. These quotes could be from customers or employees. - Loyal Locals: A weekly post with photos and short captions that highlight some of Hennessey’s most loyal regulars. - Luck of the Irish: A monthly giveaway contest for coupons and or merchandise. These various content ideas would promote a lot of social media growth and brand promotion. Hennessey’s Tavern HQ Accounts: 62
The main corporate account should be built up and used to promote events, specials and company news that extends across all locations. The local tavern accounts should be used to promote events happening at that specific location and other community events. These subaccounts should always repost and retweet the corporate account’s news that they feel should be shared with its followers. With this system, Hennessey’s social media will be easier to manage and the content will reach larger audiences. If the headquarters account becomes the source for specials and companywide news, customers will feel more informed and all platforms will be more cohesive. Facebook: Facebook is by far the most utilized platform by each of the Hennessey’s Tavern locations. With improved content and a more attentive system for customer responses, each account will thrive. Facebook is the perfect platform to share information on upcoming events specific to a certain location. Posts that include photos and links are also more engaging. Each location should also take advantage of the new Facebook Stories feature, that allows users to post 24-hour photo and video stories. The company may also want to explore using the Facebook Live feature for musical guests. Twitter: General Tips: - Include all necessary information - Post 2-4 times a day - Include a photo with your post - Repost HQ content with a short caption - Respond to customer comments and messages promptly, in a polite and formal manner - Use Facebook Stories to highlight daily specials and exciting daily moments at each location - Go Facebook Live to highlight local in-house events Currently, none of the locations use Twitter in a beneficial way. The content on these accounts is always a duplicate of something posted elsewhere. While it is acceptable to post similar content on multiple platforms, it should always be slightly changed. Twitter is a platform perfect for more light hearted content that can be shared in a short but effective way. General Tips: - Never only post a link, tell your followers what they are clicking on. - Keep is short, but be creative since you only have 140 characters - Use photos, gifs and memes when appropriate - Use hashtags 63
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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
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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
Page 43 and 44: Figure W: Facebook interaction metr
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 and 60: Strategies and Tactics Strategy 1:
Page 61: Creating the Hennessey’s Tavern C
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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