Strategic Marketing Plan: FICO Eataly World
Communication Technology Case Study - 2018
Objectives
Objective No. 1:
To amplify community outreach among local farmers and Italians within a 12-month campaign period.
Objective No. 2:
To increase brand awareness among foodies through social media within a 12-month campaign period.
Experience Strategy
Social Community
Establish Online Communities for Foodies and Locals on Facebook
Promote WOM through coupons and raffles for surveys and bringing friends
Social Publishing
Share branded blog posts with foodie influencers
Improve crowded website layout
Social Entertainment
Fun Activities: “A Little Taste of Italy”
Application with map, games, and exclusive content
Social Commerce
10% off merchandise if you rate online
Guides tell guests which items are popular to increase purchasing
Social Media Calendar
