The business that I am building a new media marketing campaign for is Maya's Deli in Mt. Clemens, MI. 

The audience that I am trying to reach is people that are local and/or are working around the Mt. Clemens area. My big idea for this social media marketing campaign is to get Maya's known on social networks as a great place for lunch. I want them to be known for being the place to go where the service is fast and friendly, where you don't have to break the bank if you forget to pack a lunch. I think that by implementing a social media campaign, and by spreading the news via word of mouth, people will be likely to try it out and keep coming back. The types of content that I would share with my audience are photos of the dishes that they make and updates on new things that they are coming up with (almost like a blog). I would want the owner of the deli to post about once a week. Right now they are posting almost every day to Facebook, which I would find to be too much.

The social media tools that I will use are: Facebook, Google Places, Foursquare, Twitter, and blogs. I also want to optimize everything that they do to show up in search results. Since using these tools are mostly free, I would expect that the yearly budget would be very small, as I know that they do not want to spend money on advertising. I will throw out the idea of Google Ads and see how they respond.

My metrics for success are going to be Twitter followers, Foursquare check-ins, and Facebook likes. To gain more followers, likes, etc., we will offer rewards for such responses, like a discount, or a free something with so many check-ins for example. When something negative happens, I will make sure that the problem is taken care of, whether it be a coupon of some sort or a free meal.

 I want the voice of the brand to be confident and convincing. Almost like a " Just try it; you'll see what we're talking about" kind of thing. As for a competitive audit, I know that there is a Buffalo Wild Wings very near to it that offers fast lunch specials. I'm sure there are other places as well, which is why I think that we need to brand the deli as being a good lunch spot where you can get a quick, easy, cheap, and great tasting meal.