Barberitos

Nicole Tatro, Makenzie Thomaston, Ashley Wroble, Dustin Rodgers, Jansen Trentham

Social Strategy

Background

• Founder: Downing Barber
• Founded: Athens, GA; February 2000
• Locations: GA, FL, NC, SC, TN, and VA
• Category: Southwestern Quick Serve
• Audience: Everybody and anybody with a pulse

“Barberitos offers fresh, healthy, and absolutely delicious food, made-to-order, just the way YOU like it.”

• Initially had no direction�
• Has improved in the recent past�
• Too much product promotion�
• Most non-product related posts are too off-topic�
• Even their quality posts receive little or no feedback

• Trying to be different, but falling short�
• Posts are often irrelevant�
• Lacking visuals�
• Making noise rather than creating content

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• Similar posts compared to competition�
• Presentation sometimes lacks aesthetic appeal�
• Poor and infrequent uses of hashtags�
• No schedule for posting�
• Good interaction with users

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• No official YouTube Channel.
• Meanwhile, Moes has 1200+ subscribers�
• “Barberitos Pepe” (top right) has not been updated in years�
• The few videos present were decent quality�
• Health challenge videos had a strong message �
• Overall, shows promise, but seems neglected

Barberitos vs. Moes

Platform Comparisons Barberitos Moes

Followers: 1597 45.3k

Likes: 7635 383k

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Followers: 1409 21.5k

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Subscribers: 2 1284

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Barberitos

Moe’s

Barberitos is lacking a strong user base

To Grow User Base

Stage 1

Develop a clear message across social media platforms

Stage 2

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Remodel Twitter and Youtube pages

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Stage 3

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Use paid media to promote improved Twitter and Youtube pages

Developing a Message

• Do away with off-subject posting
• Posts should have a health aspect�
• Appoint new heads of social media
• Small team to stay consistent
• Develop a schedule for posting�
• Stick to the 80/20 rule
• 80% relevant engaging content
• 20% brand promotion

Revamping Youtube and Twitter

• Disassociate from mascot

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• Use for high quality videos �
• Showcase fresh ingredients

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• In-store interviews with customers

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• Improve on SEO

• Change handle to incorporate mascot

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• Place to be quirky�
• Strict adherence to 80/20 rule

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• Increase use of visuals

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• Relate content back to “health” message

• Promote both pages through existing social media sites.

Paid media

• Paid promotion through Virool
• Virool specializes in cross-platform promotion
• $70 Daily Budget with $.15 per view bid price
• 500 views per day

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• Promoted twitter account
• Twitter offers to promote entire accounts based on interest
• More advanced targeting
• Costs of $2 per follower

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Questions?