BUS115: Marketing & Brand Development Plan for EasyLunchboxes

This report presents a social media marketing plan for EasyLunchboxes, outlining strategies for social media presence, customer engagement, and content creation. It emphasizes focusing efforts on platforms like Facebook, utilizing tactics such as strong content creation, real-time interaction, and consistent branding. The report also details steps to transform EasyLunchboxes into a recognizable brand name, including audience targeting, storytelling, social communication, and customer-centric approaches. The plan includes creating engaging content, investing in social media management tools, and tracking results for optimization. Desklib offers a variety of similar documents for students.

Running head: SMALL BUSINESS MANAGEMENT
Small Business Management
Name of the Student:
Name of the University:
Author’s Note:

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Question one: 50 Marks
Develop a social media marketing plan for EasyLunchboxes. On which social media
should Lester focus her efforts? Why? What specific tactics should she employ in each one
of the social media that you recommend?
In this modern society, social media is considered to be one of the most important
marketing channels for the businesses of all sort and sizes. EasyLunchboxes, too shall create a
plan for its social media marketing. A short social media marketing plan has been developed
below for it:
Step 1- It must audit its current social presence. Before starting to strategize about where
the business is headed, it must take a quick view on where it is at present. It must analyze
the networks in which it is at present active on and which one is currently bringing it the
most value (Atwong 2015). It must make sure whether or not those networks are
optimized (URL, cover images, photo, bio etc.). Lastly in this step, it must compare its
own profile with the profile of its competitors.
Step 2: It must document its ideal customers. It must be noted that even a best marketer
would fail if it is marketing to wrong audience (Chang, Yu and Lu 2015). It must
therefore be very specific with this section. It must document the age, name, location,
income, job title, pain points that its business could solve and the social network that they
mostly use.
Step 3: It must create an attractive social media mission statement. It is one of the most
important section of social media plan. The social media mission statement has the

3SMALL BUSINESS MANAGEMENT
potential to drive the future actions of the businesses. Hence, EasyLunchboxes must
ensure that it put some thought into its social media mission statement.
Step 4: It shall identify its key success metrics. It must consider measuring its conversion
rate, reach, total shares, sentiment, brand mentions and the time spent on the social media
website (Bryson 2018).
Step 5: EasyLunchboxes should not create and curate some engaging contents for its
website. It must consider creating images, blog posts, videos, eBooks, company news,
interviews, infographics etc. It should also create a content calendar which would outline
how rarely or how often it post to each of the networks, which topics it must share and
when it should share them.
Step 6: It should then invest in a social media management tools such as buffer,
Hootsuite, Sendible etc.
Step 7: Lastly, the most important step should be of tracking its results, analyzing all the
data collected and then optimizing them.
However, Lester should focus her efforts on Facebook pages. This is because of the fact
that today, facebook is considered to be the biggest social media network among the marketers of
all sizes. As per the report of 2016, about 62% of the marketers believe the fact that Facebook is
the most important and efficient social network that any business could make use of (Allagui and
Breslow 2016). It is also to note that, beside the growth of other social networks like Instagram,
Snapchat and Twitter, Facebook has already achieved 2 billion of monthly active users. It is the
very first platform to cross one billion users.

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Lester should employ the tactics of creating a very strong and attractive social media
content. She should share the photos of herself and her team. She should also ask her readers’
questions and should interact in the real-time. She should also use a brand identity that is
consistent across the platform. She should also create infographics for her Facebook pages and
use hashtags on the Facebook in order to link to the contests and campaigns.
Question two: 50 Marks
What steps should she take to transform EasyLunchboxes into a recognizable brand name?
Step 1: The first and the foremost step are to make the brand well known among the audience. It
is for this reason that Kelly will have to utilize many social sites. However, the initial thing in
this context is to determine the targeted audiences. Here the targeted audiences are the working
mothers. So she will have to hit those audiences.
Step 2: She will have to develop a good story or a motif behind getting this idea of producing
and selling lunch boxes. She must clearly narrate her own life story that inspired her and that she
wants to support many other working mothers like her.
Step 3: She must get social. She must focus on communication by giving instant replies,
comments to the consumer’s posts and quarries on the social media sites. She has to become very
customer-centric. She must try to develop connections offline as well. She must contact and
speak with people in her localities as well. The Founding Moms is one such organization by Jill
Salzman that conducts the offline meetings for exchanging views and opinions among the
mothers about their business (Huang and Sarigöllü 2014).

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Step 4: Kelly must also try her level best to get the confidence and love of their customers and
she can do this by providing right thing to the right customer. Also, she can do this by adding
some content about the help that she wants to convey to her customers. She must not post only
about the products and its features. Her posts on the Facebook, Instagram and other social media
must also be about the benefits that the customers will reap from the same.

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References
Allagui, I. and Breslow, H., 2016. Social media for public relations: Lessons from four effective
cases. Public Relations Review, 42(1), pp.20-30.
Atwong, C.T., 2015. A social media practicum: An action-learning approach to social media
marketing and analytics. Marketing Education Review, 25(1), pp.27-31.
Bryson, J.M., 2018. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-782.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.