Executive Summary

Our group was given the task of launching a social media campaign proposal for a small luxury dessert brand called Destination Donuts. Heather Morris, the founder of the Columbus-based donut shop, is growing her business by expanding locations to The North Market and producing a higher volume of advanced orders. Destination Donuts is a luxury donut shop that creates unique, flavorful desserts with a plethora of local and organic ingredients.

Outreach efforts are abundant. The social media team has proposed an extensive three-month plan to utilize major social platforms including Instagram, Facebook and Twitter to increase online engagement and interactions between Destination Donuts and customers. The targeted audience is the entertainers; people who need desserts for weddings, birthday and graduation parties. Destination Donuts can provide a fresh take on traditional catering necessities for any event.

Key factors that influence our research are production capabilities, staff size and online presence. Our client is growing steadily, so the proposed statistics are reflective of the demand that the company can realistically meet. Overall, the end goal is to meet all objectives and create a strong online presence for Destination Donuts that helps increase advanced orders and a higher profit for the business in the future.

Allie W., Jenna F. & Kate K. present their final pitch for Destination Donuts

Allie W., Jenna F. & Kate K. present their final pitch for Destination Donuts.

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