1 – Value Proposition

Making gift giving that much easier, the innovative Hopper’s Cakes personalized cupcakes app guides the customer with helpful prompts and suggestions. It’s the fastest, last-minute gift delivery option for those that care to give but are just too busy to run around finding something unique.

2 – SMART GOAL

OBJECTIVE: increase mobile app installations. KEY RESULTS:  500 app installations in the first quarter. 100 purchases made through the app in first quarter. 

KPIs

  1. Increase mobile app downloads by 6% month after month.
  2. Increase purchases made through mobile app by 20% by the end of the first quarter. 
  3. 25% Increase in organic traffic through social media marketing. 

3 – CHANNELS

Some appropriate channels for Hopper’s to market their specialized cupcakes are Search Advertising, Display Advertising and Social Media Marketing. 

In Search Advertising, when someone looks up keywords that pertain to the uniqueness of Hopper’s Cakes, a text advertisement that better explains Hopper’s Cakes will help draw the user to click on the link. Using the bidding model of pay-per-click, we can better gage how successful this advertisement channel goes or if we should allocate resources elsewhere. 

With Display Advertising, putting a banner/ad of our logo, an image with a little text and a call to action will create more awareness for our brand. We will reach out to websites that are related to cakes, cupcakes, personalized gifts, baking and recipe blogs to start also using the pay-per-click bidding model. Once we better understand the audience and where they are coming from and the actions they will take, we will start placing Display Advertisements in school newspapers, on company websites, etc, allowing us to better segment our target audience. 

Social Media Marketing will be where Hopper’s gets most of its organic reach. To get the brand awareness out there and to get engagements and hopefully installations of the application, a social media campaign will be an important first step. Using the three most used platforms listed: Facebook, Instagram, and Twitter, the campaign will run across all three platforms at the same time but will be slightly different. For Facebook, an image is important to display with descriptive text telling a story to draw the viewer in. We will pay to boost the post, select our target audience, and ask for shares and likes within our call to action. We can set up events through Facebook and display albums of imagery or videos that we create or share to give more depth and build our community. With Instagram, we will create a sponsored post in return asking people to share, like, follow, and tag others within the post for their chance to win. We will create short video reels to keep our community engaged with educating them about what we do. For Twitter, our campaign will focus on more text information. We will ask for retweets, follows and mentions and link to download the application. We will pay-to-install with every download the potential clients will get entered in to a draw.