BELLWETHER

5 1 2 6 E . C O L F A X A V E N U E , D E N V E R , C O 8 0 2 2 0 | 7 2 0 . 3 9 8 . 9 2 5 1

SOCIAL MEDIA MARKETING PLAN

P R E P A R E D B Y : A N T E L W O R K S

K E L S I E I E N N , M A C K E N Z I E M A R R O W , S P E N C E R C O O K , S A M U E L S T O L T E N B E R G , & A M B E R B A I L E Y
TABLE OF CONTENTS
 (1)
INTRODUCTION
TO
ANTELWORKS
1) MEET THE TEAM

2) WHY ANTELWORKS

Mackenzie Marrow
 MEET THE TEAM
AMBER BAILEY
Social Media Marketing Specialist

SPENCER COOK MACKENZIE MARROW

Content Writer
Social Media Marketing
Specialist

KELSIE IENN SAMUEL STOLTENBERG

Community Manager
Multimedia Video
Specialist
WHY ANTEL"WORKS"

Dedicated
Our midwestern work ethic will make sure the job is done and done right.

Young Perspective
Aware of the latest marketing strategies.
Fully immersed in the social media world of young professionals.

Resourceful
Our company is 100% online so we can focus more on you while reducing
our carbon footprint.

Small Business
Like Bellwether, we're a small business because we value having a
personal relationship with our clients.
 (2)
INTRODUCTION
TO
BELLWETHER

1) INTRODUCTION TO BELLWETHER

2) IMPORTANCE OF SOCIAL MEDIA MARKETING

Kelsie Ienn
 WHAT IS BELLWETHER
A neighborhood hot spot that includes a bar, a coffee shop, a
barbershop, and event space. Snacks and pastries are made fresh
daily. Customers are welcome to hang out all day or just to stop in.
Doors are open to anyone and everyone, membership is not required.

MISSION STATEMENT
To provide a welcoming environment for all to enjoy, serve only the best product from local ingredients, and have
the friendliest staff who strive to meet the customer's needs.

SERVICES
Bellwether offers espresso, hot drinks, cold drinks, tea, cocktails, and beer. Snacks include pastries and more.
A membership of $10/month includes:
$1 drip coffee
Happy hour pricing
Access to backroom working space
Printer usage
Commercial-grade wifi
Access to special events
2-for-1 on your birthday

WHO USES THESE SERVICES

All ages: Barbershop is open to all ages
Teens: Enjoy wifi for homework and coffee/tea for studying
Young Adults: Meet with friends at the bar and host events
Adults: Host events and enjoy meeting friends for drinks
Elderly: Meet friends for coffee and enjoy the quiet

GOALS
Create a space for all ages to feel welcome and comfortable
Provide quality service to all customers
Ensure every drink is made to perfection
Satisfy all customers

TARGET AUDIENCE
Bellwether hopes to create a space where people of all ages can come together.
The population is very diverse due to the variety of services provided.
 IMPORTANCE OF
SOCIAL MEDIA MARKETING
Social media has become an excellent source of marketing for many companies. The current generation
spends much time online and using social media. Social media is capable of connecting people from all
over the world. It is an efficient way to post an advertisement that will reach a majority of customers. All
ages use social media platforms, so it is a great way to advertise to a diverse population. Social media
marketing is on the rise due to its success in reaching out to customers.
Cost-Effective
Advertising can get expensive for businesses. Social media could be one of the most cost-efficient ways to advertise a
business. Almost all social media platforms will allow businesses to make a profile for free. Businesses can purchase small
advertisements that will appear on social media if they wish. Using social media helps to gain customer interest which could lead
to a return on investment. Using social media to advertise is a cheaper way to start until businesses have the budget to advertise
on a different platform.
A large billboard advertisement in Denver Colorado can cost anywhere from $1,000-$2,000. If a business wants to get their
name out there and attract customers, starting with a free social media platform would be a great place to start
Creating a TV commercial costs anywhere from $500-$5,000. Most people get on their phones during commercial breaks so
a free online advertisement through social media would be more beneficial than the expensive tv advertisement.
Engage with Customers
When a business posts an advertisement, or displays a billboard for their company there are limited ways for customers to post their
comments. Using social media creates endless opportunities for customers to engage with the businesses. If customers
have questions or comments, they can post a comment on the social media site of that business and get their questions answered
quickly. Social media marketing is a great way to interact with customers and win their attention.
When a customer has a question about a business, they are more likely to get on their phone and send a message or leave
a comment than they are to pick up the phone and call.
When customers see that a business interacts with their customers and cares about their questions or concerns, it is more
likely to draw them in and keep their attention.

Increased Traffic
By using social media marketing businesses can post podcasts, videos, links, and pictures. A benefit of social media is that those
links can take customers right to the business’s website. Social media also gives customers the ability to share the
information about the company with the click of a button. Social media marketing can spread quickly and increase the amount
of clicks a business’s website gets.
A tweet on Twitter can get millions of retweets (or shares) in a matter of seconds. These retweets could spread an
advertisement across the world and increase the number of people viewing the business’s website.
A YouTube video can be linked to other social media platforms and include a link that takes viewers to a business
website. There are several ways to connect social media sites to get customers to view your business.
 (3)
CURRENT
SOCIAL MEDIA
PRESENCE
1) SOCIAL MEDIA AUDIT

2) SWOT ANALYSIS

Spencer Cook
 SOCIAL MEDIA AUDIT
REACH COMPANY POSTS FEEDBACK

9,109 Every 2 Days

1,979 Every 2 Days

 Strengths
3 in 1 business
Located in Denver, Colorado
Accessible business hours
Barbershop offers walk-ins
Membership benefits
Space to host events
Adaptability
Steady Social Media Posting
Oppurtunities
Is a unique business for all ages
Open to two-way communication
Showcases new drinks, designs,
or promotions
Millennial based business
Weaknesses
Lack of social media engagement
Lack of social media platforms to
take advantage of easy ways to
connect with audience
Lack of notoriety for their innovation
Do not use social media equally
Lack of response timing to their
customers
Threats
Minors may try to use the bar
A mixture of customers of all
ages may lead to tension
Lack of social media platforms
New business
Largely unknown
 (4)
GOALS
AND
STRATEGIES
1) MARKETING GOALS AND TARGETS

2) STRATEGY

Samuel Stoltenberg
MARKETING GOALS
Increase Brand Awareness
Improve Social Media Response

Integrate Social Media Marketing with Public

Relations and Advertising
1500
LIKES
WHO TO TARGET?
All Social Media Users

Bellwether has the advantage of providing

services to people of all ages. If a specific age
range is targeted in the social media campaign, it
can cause potential customers to feel unwelcome
if they do not fit that range

WHERE TO TARGET?
Across All Viable Social Media Platforms
Twitter, Youtube, Instagram, Snapchat, Facebook
Because of the wide range of options
provided at Bellwether not all potential clients
will be found on one platform.
 STRATEGIES
CONVERSE
Engaging with users on social media allows space for your consumer to put a face
to your brand. The Converse strategy focuses around of instead of talking to a
soulless entity, consumers are speaking to an actual person. This relates that your
brand is one who cares about what they do and puts enough effort into engaging
with their audience.
Do this by replying to consumer comments in a tone that is consistent across all platforms.
Decide the personality you wish to convey and only respond in that way.

i.e. If the personality is "fun-loving" stay away from serious and emotionless responses.

COLLABORATE
While there is currently nothing wrong with Bellwether's current posts, there is no
attempt at engagement. Consumers want to share their opinions, and social media
allows them the space to do so.
Do this by asking consumers a question in your posts. If it's the beginning of summer ask
how they- the consumer- spend their summer. OR have the poster share a photo of a drink
that they enjoy and ask the consumer what their favorites are.
 (5)
RULES
OF
ENGAGEMENT
1) SOCIAL MEDIA CHANNELS

2) PERSONALITY

2) TRANSPARENCY

Amber Bailey
 RULE ONE
USE SOCIAL MEDIA CHANNELS AS INTENDED
Paying attention to how the community is utilizing social media channels will help you to
stay within the normality of communications. With these channels, you must follow their
intended usage and follow the usage protocols. When using these channels if you used
them as intended, you will continue to gain followers.
When wanting to send out information or product information, utilize Twitter but send as
a tweet. This way the ones who want to look and see it can, and you won’t be breaking
any protocols.
- A
nn
ou
nc
e e
ve
th nt
e T s o
wi r p
tte ro
r a du
nd ct
ev Fa sp
en ce ec
t y bo ia
ls
ou ok in
ma su ad
y b ch va
e h as nc
co ed
os ffe on
tin
g i e sp
n t ec
he ial
- co s o
Ru mi
n a ng r a
pr n
om da
ot ys
ph io or
ot n o we
o o r c ek
f t on s.
he te
ir st
mo mo wh
st rn e re
at in pe
g c op
tra of
ct fe le
ive e a po
(E ph nd st
xa ot th a
mp o, e o
le wi n
s w ns e wi
ou a f th
go ld re th
od be e b e
bo mo ev
ok rn er
an in ag
d m g c e o
of f c
or fe ho
ni e w ice
ng ith .
co
ffe su
e.) nr
ise
or
a
 RULE TWO
HAVE A PERSONALITY
We all know that someone who doesn’t have much of a personality. This can be
frustrating and make these people stand out and not in a good way. When
marketing the goal is to have a good personality highlighting good attributes. As
always there is a line not to cross on the personal and intimate side of
personality but your clients would be connected on a deeper level if your
personality is one of trust and comfort.

- In
itia
te
con
ver
sat
cof ion
fee by
bra ask
nd ing
or ab
be ou
ver t th
me ag eir
dia e o fav
. Th f c ori
is w h oic te
ill e is b
he y u
can lp
spa sin
be rk g s
inv en oci
olv ga al
ed ge
in me
to nt
con sho in
ver w hic
w y h y
sat ou ou
ion r p
. ers
on
ali
ty
in

- H
ost
a l
ive
po
dc
ast
du du
rin rin
g a g a
he n e
igh ven
ten t a
ed t th
cli tim e s
en e a ho
tel t p o
e t the r
he s
atm ho
osp p to
he sho
re. w
 RULE THREE
BE TRANSPARENT
Transparency is a key now that consumers can comment and discuss amongst
themselves due to the new social media lifestyle. When a client is looking for
something, the first thing that comes, as a result, of an internet search are review
websites which outline the good and the bad. Regardless of good or bad, the object
is to be forthcoming and address issues in an honest response for others to see.
When a customer provides a negative review or comment, politely respond and
prepare the response with total honest transparency. At some point or another,
everyone gets negative feedback but if you stay positive and transparent it will
prevail in the end.
- W
he
n
re
ce
ob iv
je in
ct g
is a
to ba
po d
of re
ss fe vi
ib r ew
le ap , a
w ol lw
m hi og
ak ch y ay
e w a nd s
th ill re
in sh so sp
gs ow lu on
ri tio d
gh ot n in
t he to a
an r th ti
d an m
- W e el
no d pr y
he t po ob m
ig ten le an
n no m ne
re re t ia
ce l as r.
Pe iv a cl so Th
op in pr ie e
g ob nt on
le a
w le el as
ho g oo m e
th . yo
co d u
an m re ar
k pl vi e
th im ew th
em en , t er
yo so t he e
ur yo sa to
on u,
ti er m
m he e
e th l sc
an an p en
d bu
pe la ild ar
te io
rs r yo ap
on an u
al d st pl
iz ke ar ie
ed s
ep ra to
yo it ti ti
ur pe ng m
re rs so e.
sp on yo
on al u
se . S w
to ho an
w t
th th to
ei at
r
po yo
si u
ti to
ve ok
fe
ed
ba
ck
.
 (6)
SOCIAL MEDIA
ETHICS

1) ETHICAL GUIDELINES

Spencer Cook
 ETHICAL GUIDELINES
HONESTY
Advertise and sell according to what is being promoted online.
- Selling the product for the price that it is being advertised.
Never lie to customers.
- Do not tell the customers a lie for your benefit or satisfaction.
Making ethical decisions with or without anyone looking.
- No mishandling of money or pollution that customers would not see.

PRIVACY
All employee and customer public records are sealed
- Customers names and other forms of identity are kept in private for their safety.
Make sure the customers, especially the membership information is kept anonymous
- Do not reveal customers personal information to any other customers.
Upon walking into Bellwether, everyone is protected
- Security cameras cover Bellwether for everyone's safety.

RESPECT
Reply to customers in a respectful and polite manner.
- Do not talk to customers in an unprofessional manner.
Avoid all unnecessary physical contact with customers.
- Do not fight or lay a finger on them, there are rules and regulations in
place for safety.
Dress Respectfully.
- Come to work dressed appropriately and in your work attire.
 (7)
ACTION PLAN
AND
IMPLEMENTATION

1) INTRODUCTION
2) TWITTER
3) FACEBOOK
4) INSTAGRAM

Kelsie Ienn
ADVERTISING ON SOCIAL
MEDIA
Reaches a larger audience in a
shorter amount of time.
Social media is used by most
people who have access to a
computer or cell phone.
Increasing the use of social
media means increasing the
number of customers for
Bellwether.
By posting more pictures and
explaining the company’s services
online the information can spread
to many more consumers.

TL;DR:
BELLWETHER WOULD
BENEFIT GREATLY FROM
IMPROVING THEIR SOCIAL
MARKETING
 Twitter
Twitter has recently become very popular and continues to be on the rise. Several age groups use
Twitter to post thoughts and/or pictures for others to see. Tweets can be “favorited” or “retweeted”
by other users. A “favorite” adds the tweet to a list for the user to look back on, a “retweet” shares
the post for other followers to see. When tweets are “favorited” or “retweeted” they are more likely to
be seen by that person’s “followers”. Twitter also allows other accounts to reply to a tweet which
can be a great way to communicate with customers. Twitter has a limit of 140 characters so it is a
good way to post something short to catch a customer’s attention.

@BellwetherBeverages
This channel is used to promote the coffee shop and bar of Bellwether. It includes specials
and advertisements of different drinks that Bellwether offers. Pictures included in tweets are
for customers to see examples of products.
Tweet drink specials every morning. Tweet a picture of a specialty drink every day.
On the first day of every month, a picture and tweet will announce the drink of the
month.

@BellwetherBarbers
Haircuts and promotions are advertised on this channel. Before and after pictures will show off
stylings and cuts done by barbers. This channel allows customers to see samples of work
done by barbers before coming in themselves.
Every Monday a weekly special will be tweeted. Once a month a customer of the month
will be chosen and featured with a picture and short bio. Before and after pictures will
be tweeted twice weekly.
 FACEBOOK
This platform is great for business advertising. It allows you to post several pictures and organize them into albums for
customers to view. Facebook also allows businesses to control who can see their posts. Similar to Twitter, Facebook
posts can be “reacted” to or “shared”. “Reacting” to a post allows the customer to share their opinion with a click of a
button. “Reactions” include thumbs up, heart, laughing face, surprised face, sad face, or angry face. By “sharing” a post
the customer is reposting the original post for their friends to see and comment on. Facebook is used by all ages and is a
great way to post several pictures and more details without a character limit.

Bellwether Coffee
Organizing pictures of drinks offered into albums allows customers to see the beverages
before they purchase them. Pictures of the drink can to captioned with the ingredients to
create a more detailed menu for customers to look through. This channel allows customers to
ask questions and share their favorite drink with their friends.
Update pictures of new drinks every Monday. Announce drink specials every morning
by posting a picture and description of the drinks. Every month the “profile picture” will
be changed to announce the drink of the month.

Bellwether Cuts
This channel will show off the great work done by the barbers. Different types of styles can be
organized into albums for customers to find their perfect match. There will also be a scheduling
link on this channel so customers can make their appointments online.
Every barber will update their album once a week to include new pictures of their work.
Specials will be posted every Monday. Every month a customer of the month will get a
spotlight post including their bio and pictures.
 INSTAGRAM
Instagram is a perfect way to post pictures for customers to view. Scrolling through Instagram
is a great way for customers to be able to view drinks and hair styles of their interest. Posts
can include a single picture or several for the customer to swipe through. There is no character
limit on Instagram so captions on the pictures can be as short or as long as needed.

BellwetherBeverages
This channel is a great way to promote the coffee shop and bar in Bellwether. Pictures of
customers enjoying their beverages can advertise Bellwether as a place to relax with friends.
This is also a great place to post pictures of events and parties that are held at Bellwether.
Post a picture of the drink special every morning. Post pictures advertising special
events a week before the event. Post the drink of the month on the first day of every
month.

BellwetherBarbers
Post pictures to promote the services offered by Bellwether barbers. This channel is used to
show the different styles that are offered by different barbers. Specials and products are
promoted through pictures.
The customer of the month gets a post at the beginning of the month including pictures
of their hairstyle and other pictures of their choosing. Every Monday a picture will be
posted of the weekly specials. Before and after pictures will be posted weekly
 (8)
MONITORING,
EVALUATION,
& TUNING

1) MONITORING
2) TRACKING
3) QUANTITATIVE SOCIAL MEDIA MEASURE

Spencer Cook
 MONITORING
Bellwether can keep up with their social media platforms by
consistently checking to see if their customers have any
questions, complaints, and complaints that may arise. This could
work for the company benefit because they can keep up with
their customers and build an effective two-way communication.
When Bellwether decides to monitor their social media platforms,
Facebook and Instagram, their compatibility can enhance their
business and draw more customers to either visit their business
or viewers can be drawn due to their social media contents and
updates.
 TRACKING
Bellwether can keep track of their company business by several
measures and differently from each social media platform. For
Instagram, this platform better suits for the younger generation.
Bellwether can track the comments left by their customers (good
or bad), the number of likes, the number of times individuals
used their business hashtag, and they also can track how many
individuals watch their live story. Bellwether can keep track their
social media data hourly, daily, weekly, and monthly.

As far as their Facebook platform goes, they can reach out to

numerous individuals of many ages and generations. Bellwether
can keep track of their business by using the number of shares
accumulated, the number of both good and bad comments left
from their viewers, the number of likes, and also by the number
of viewers that watch their live videos. They too, can keep track
of their company data hourly, daily, weekly, and monthly.
 QUANTITATIVE SOCIAL MEDIA MEASURE
Bellwethers can keep quantitative records of their companies
social media platforms by keeping numerical records of annual
events that might be hosted: meaning any events such as
Holidays, Sports, or any other annual events that occur that
might do good sells.

Unlike the quantitative data, qualitative data can reach a

customer satisfaction easier and faster than the quantitative
measures can. This is because Bellwether can create a drink
and that can become their popular or special drink, they can give

+-
discounts on their pricing to attract more of a crowd, the
customers can quickly show their dissatisfaction with something
can that customer dissatisfaction and quickly change, if it is
dissatisfying a large body of customers.
 (9)
CONCLUSION

Amber Bailey
 In conclusion, Antelworks has created an effective social media marketing plan for you
to follow. We want you to follow the action plan that we have laid out for you. The importance of
this plan and using social media is that it is cost-effective, which is major considering the cost of
advertising elsewhere. We also see more engagement among Bellwether and the clientele.
Also, there is more traffic using social media considering the number of people who are now
utilizing social media for their go to for information. Using the social media plan, we have
outlined goals for you to meet such as increasing brand awareness and improving social media
responses.

Be prepared to know the rules of engagement and how to handle these situations as
they arise. We have outlined a few here in the paper. Honesty and transparency will go a long
way for Bellwether. Always be prepared to face a comment, good or bad, head on with
accuracy. As we know social media traffic is high and bad information can travel much faster
than good.

When implementing these ideas, follow these outlined items from Kelsie of when to
post and what to post. This paper shows specific ideas such as posting the morning drink
specials on twitter as well as Facebook. This allows shares, comments, and more engagement
for you and the clientele which will help to fulfill the social media responses.

Finally, keeping track of your clientele by monitoring and evaluating. This also goes in
hand with how to implement your items, services, and products. With these posts, you can get
instant feedback and you can adjust as needed based on your clientele engagement. By using
the Facebook, Twitter, and Instagram platforms, Bellwether can better keep up with stats in
numerous ways.

The main topic to remember and implement is all about engagement within social
media marketing. The more you engage, the more traffic will be created, which in turn increases
your brand awareness.
 SOCIAL MEDIA IN
VOLVES
DISCUSSIONS B
ETWEEN REAL BELLWETHER
PEOPLE ABOUT
ISSUES OR
PRODUCTS THE
Y CARE ABOUT. A VENTURE INTO SOCIAL MEDIA
ONE MUST EAR
N THEIR
ATTENTION AND MARKETING
FOLLOW RULES
OF ENGAGEMEN
T TO DO SO.

PREPARED BY

COVER PAGE DESIGNED BY AMBER BAILEY

LOGO DESIGNED BY MACKENZIE MARROW
PRESENTATION DESIGNED BY MACKENZIE MARROW