Content Strategy Proposal for Jack's Donuts Expansion

Jack Roberts Content Strategy 01 Content Strategy Proposal Jack Roberts ENG 313

Jack Roberts Content Strategy 2 TABLE OF CONTENTS Executive Summary 03 Introduction 04 Overview 05 Proposed Plan 06 Conclusion 14 References 15 Appendice 16

Jack Roberts Content Strategy 3 Executive Summary Jack’s Donuts has become a household name around Indiana, being best known for their giant donuts and more recently, their refreshing coffee. Jack’s Donuts continues to provide a cozy place for people of all age and cultures to sit down, have a coffee and relax as well grab a quick bite and head into work. Jack’s is continuing to expand their brand throughout Indiana as well as starting up some shops in Utah. This Document will take a look at what Jack’s Donuts can do to attract and engage with new as well as existing customers as well as expand their brand. Jack’s Donuts is special in that it is not a fast food donut shop like Dunkin Donuts is, yet it is still a growing franchise in a market that is either mom and pop shops or a fast food place like Dunkin. This distinction favors Jack’s Donuts because it has the feel of a Mom and Pop shop, yet has the capabilities of a place like Dunkin Donuts. With that being said, now is as good of a time as ever to capitalize on this distinction and expand the brand to get others interested in franchising as well. This Content Strategy Proposal will contain examples and recommendations that will be beneficial to the expansion of the brand as well as new ideas that could help the brand become more well known. The goal of the proposal is to create a more interactive social media presence as well as a more visually appealing website. These interactions as well as posts on social media will help diversify ages that interact with the page. Lots of businesses run into problems when looking at who interacts with their page and comparing them to who actually shops there and my plan looks to fix that.

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Jack Roberts Content Strategy 4 Introduction The main corporation of Jack’s Donuts and its franchises seem to push their brand as best as they believe that they can while staying true to the reputation that Jack’s has built. Jack’s Donuts looks to communicate with customers through social media as well as use local News services to promote their business as well as show off some of the products that can be found within each shop. Jack’s Donuts mainly uses Facebook and Instagram to interact with users, but is still active on twitter and posts sporadically. Although both of these platforms have easy access to interactions with customers, Jack’s Donuts seems to fall short and could use some improvement. Posts that are currently on Jack’s Instagram and Facebook seem to be posts that are most definitely out of touch with comed. Jack’s tries too hard to come off as a funny relatable account without being able to accomplish either. These problems could lead to overall cringiness that pushes away the younger audience which should be a key benefactor of a quick early morning snack and coffee. I believe Jack’s could benefit in hiring someone from a younger generation to run the social media pages in order to connect with younger audiences more seeing as they are the main audience on social media. Current Jack’s Donuts Social Media Post Examples

Jack Roberts Content Strategy 5 Overview The following will be presented in the document in regards to Jack’s Donuts social media presence and strive for brand expansion. ● Plan Details ● User Demographic and Target Audiences ● Plan Purpose ● User Goals ● Design Aesthetic ● User Engagement and Interaction The above points will be well thought out and presented in a way that provides Jack’s donuts with a revisioned Content Strategy.

Jack Roberts Content Strategy 6 Proposed plan Plan Details User Demographics : Figuring out what age group is the most beneficial for business is a key way ro figure out what to post in order to best expand notoriety of the brand as well as build user interaction. This is important because the more the business knows its customers the more it can cater to it. The plan begins by looking at the demographics of the state of Indiana, seeing as though Jack's has been able to expand its franchises mainly throughout Indiana.

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Jack Roberts Content Strategy 7 Using DataUSA it seems as though Indiana has a sizable number of citizens ages 5-17 followed by ages 25-34. The median age of Indiana is 38 years old. This gives a good idea as to what type of posts should be put on social media pages as the posts should relate to the predominant audience in the state. DataUSA Census of Indiana’s Population Demographic The Generations of people most associated with the Median age of 38 and the age group of 5-17 are Gen-z and millennials, which are the generations that use social media the most. This fact is backed by a study done by Amy Watson of Statista.com that shows that 50% of Gen-z use social media daily followed by Millenials.

Jack Roberts Content Strategy 8 Jack’s seems to try and attract people of these generations through the social media posts that I have seen but they seem to either be lackluster or misfires on their part. With that being said it is not as if jack's donuts receives no one from these generations but they could easily attract more if they were able to step up their game in the social media department. Another reason I believe that Jack’s Donuts has trouble reaching a younger audience is the health aspect. Nowadays it seems as though the younger generations are looking at healthy alternatives. Another problem within Jack’s Donuts social media presence is the lackluster website. Their website gives images of the coffee and donuts but no description as well as some of the images giving no hint as to what the donut has in store. Younger generations use mobile orders and can use the website to look at what they are ordering to get a better hint yet Jack’s neglects the website and loses on the ability to educate possible customers on what they are purchasing. Plan Purpose and Goals: The goal of this content overhaul is to draw in the demographics that are lacking, Millennials and Gen-Zers. Through this content overhaul consumers of this demographic will get more chances to interact with Jack’s as well as become more

Jack Roberts Content Strategy 9 informed on the brand and product. The plan will provide mock-up samples in order to better understand what the content should look like. The audience will become familiar with the aesthetic of Jack’s Donuts as well as assimilate with the new styles of interaction that Jack’s has to offer. Some of the best ways to make the brand's aesthetic be more recognizable according to Simon Sinek of Wix Blog is by having a reason for what you do. Simon is quoted saying “People don't buy what you do, they buy why you do it.” Through the plan Jack’s will be able to find their reason as well as the adjectives that Jack’s strives to be known as. Design Aesthetic Shown below are ways that Jack’s can promote its purple aesthetic while also promoting user interaction through Instagram stories. Using the signature color with a competition will help promote the brand as well as deals that each customer can hunt for. The Idea behind the Instagram stories if to be a quick look at the brand with it being at the top of the customers feed. With that the idea behind the different shades of purple is to signify what the story is about (Darker purple being Voting and light purple being trivia) in order for the customer to become familiar with the brand color as well as separate what each story is about.

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Jack Roberts Content Strategy 10 Aspects like deals are sure to get a customers attention but if someone is ﬂipping through their instagram stories real fast and do not have the urge to read, the different shades of purple are sure to make them stop and remember what they signify and recognize that a deal could be coming their way which in turn will make them interact with each post. The silly nature of the proposed stories are integral as well as they promote a welcoming tone to the business. Color: Color is one of the most important parts of a business. The red and yellow of Mcdonalds, the yellow and black of buffalo wilds wings. Color is what makes the story so recognizable, so for Jack's Donuts, the colors of purple and tan should be included in close to every post in order for each customer or viewer of Jack’s content becomes extremely familiar with the Jack’s Donuts color scheme and brand. I hinted at the importance of the use of colors earlier in the document when discussing the Instagram stories that each story should have a distinct shade of purple. These different shades can signify different promotions while also being able to remain within the confines of familiarity with the color purple. These notions are backed by research that colors are integral in how well a business is recognized. In a study conducted by Louise Myers of Visual Social Media, she states that “Color helps in brand recognition and has the power to inﬂuence a customer’s purchase decision. Marketers have to determine which color suits the

Jack Roberts Content Strategy 11 brand best, and how it can deliver a message to their target market. Studies say that 90% of people’s perception and assessment of a brand depends on color. ” (Myers, 2022). Taking into consideration what she said, I believe that remaining with purple is great because it has a comfy feel to it, but not a completely serious tone as donuts are meant to be silly and fun. (Graphic from Louise Myers Visual Social Media) Another reason I believe Jack’s can use purple to its advantage is because there are not a lot of Donut restaurants, let alone brands that use the Color purple. Capitalizing on thai could mean that Jack’s becomes the brand that everyone associates the color purple with. This could be a huge step in expanding the brand and gaining notoriety among all age groups. The color purple should be one of the biggest parts of the Jack’s Donuts social media brand expansion. User Engagement and Interaction:

Jack Roberts Content Strategy 12 One of the best ways to better understand when and who to interact with on social media is to use a touchpoint matrix. Another important aspect is to use an emotions map to figure out what emotions you want to be evoking with these posts and see if they line up with previous posts. Touchpoint Matrix - Through previous research conducted on past documents it has been concluded that there is really no point in the day where Jack’s can not capitalize on social media. To start the morning is primetime, Jack’s should produce content in order to remind potential consumers as to where to go during the early morning as this will be when Jack’s is doing the most business. Jack’s is open from 5am to 7pm which allows for all age groups to have time to get a donut. Jack’s can capitalize using social media all day due simply to the fact that the younger generation is on their phone from the minute they wake up to the minute they go to sleep. Using this knowledge Jack’s would benefit from being active day in and day out in order to make their brand more recognizable to the younger generation. With that being said, not all of social media users are of the younger generation, in fact Millennials and gen-Xers. This is backed by a survey done by Sprout Social, stating “ Fifty-two percent say their social media use has increased over the past year, Seventy-four percent of Gen X also say that social media is an essential part of their life, putting them on par with Millennials and even Gen Z” (Sprout Social). These numbers even surprised me but with this knowledge Jack’s can understand that what they post on social media has a huge impact on how business can grow. Social sprout also makes a point to explain that gen-Xers tend to do more research on new brands they find on social media, that is where having a more informative website comes in. When new customers who are interested in seeing the product go to the website, they are met with a lackluster informationless product page. Jack’s can capitalize by making their product page more informative and detailed in order to persuade customers even more. Original Jack’s Donuts product tab on Website

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Jack Roberts Content Strategy 13 Updated product tab Emotion Map – An emotion map provides a business with the ability to look at what emotions each post evokes as well as look at what emotions the brand is evoking. Jack’s strives to create a family oriented business while also remaining enjoyable for younger generations. It also strives to be a relaxing place to get work done while also being able to have coffee and a donut.

Jack Roberts Content Strategy 14 Measure of Success: Goals are essential when trying to measure if a person's business is successful or not and is achieving what the person set out to achieve. With these goals in mind the business man or woman can reevaluate their strategy if it turns out that on the track that they are on, the goals will not be met. The business will be able to figure out where the problem is, and work on improving its weak points. Conclusion

Jack Roberts Content Strategy 15 Everything provided in this document looks to improve upon Jack's Donuts social Media presence as well as expand the franchise through not only Indiana, but throughout the United States. The document gives a organized look into how Jack’s Instagram as well as their website can be changed in order to better suit the customer base as well as attract new customers. If these models are used there is a chance to expand even farther than believed possible. User interaction is the key to success when it comes to retaining old customers while attracting new customers. As of right now Jack’s does try to interact with customers, but not in a way that the customer seems to benefit or seems to enjoy. Jack’s strives to be more connected to their customer base and the best way to do this is to improve on how their interactions take place. Reference Page

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Jack Roberts Content Strategy 16 “Indiana.” Data USA , https://datausa.io/profile/geo/indiana#health Watson, Amy. “News Consumption on Social Media U.S. by Generation 2022.” Statista , 23 Mar. 2022, https://www.statista.com/statistics/1124159/us-generational-social-media-new s/ Goldstein, Kylie. “How to Build a Brand from the Ground up: 8 Simple Steps.” Wix Blog , Wix Blog, 18 Apr. 2022, https://www.wix.com/blog/2020/04/how-to-build-a-brand/?utm_source=google &utm_medium=cpc&utm_campaign=12188669214%5E114296906861&experi ment_id=%5E%5E530595868227%5E%5E_DSA&gclid=Cj0KCQjwyMiTBhDKARIs AAJ-9VuKqq0QMtEbkheTPe7CbrJKvdkS12zKwyOfHviM7g6CrD11fCzGyVsaAtfNE ALw_wcB#viewer-ch47e Myers, Louise. “Business Colors: Here's How to Choose the Best for You.” Louise Myers Visual Social Media , 12 Jan. 2022, https://louisem.com/222511/business-colors#:~:text=Color%20helps%20in%20 brand%20recognition,a%20brand%20depends%20on%20color “How Different Generations Use Social Media-and What This Means for Your Business.” Sprout Social , 22 July 2021, https://sproutsocial.com/insights/guides/social-media-use-by-generation/

Jack Roberts Content Strategy 17 Appendice Example of content for posting Current Jack’s Donuts AD

Project 3 313

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