Wawa Content Strategy Proposal

CONTENT
PROPOSAL
PLAN
BY: JAMES SILVI
Table of Contents
Executive Summary 1
Introduction 2
Overview 2
Research 3
Proposed Plan 4
User Experience Overview 5
Timeline 9
Measures of Success 11
Conclusion 12
Appendix 12
References 14
Executive Summary
Introduction
This report will present an updated social media content strategy
plan for the Philadelphia-based convenience store chain, Wawa Inc.
This plan will focus mainly on Wawa's Twitter and Instagram
accounts.
The current content strategy consists of daily posts promoting one

of a few different products Wawa seems to focus on more than
others. On Instagram the strategy seems to mostly just focus on
creative pictures including a specific product.
Issues
So far Wawa has seen moderate success, but their current strategy
does not include any type of engagement or timely posts to help
grow their target audience and keep them coming back.
Goals
My strategy will focus on building the strategy Wawa already has and
taking it further. Along with their consistent posts, I want to
introduce new types of user engagement on their Twitter account
specifically, as well as timely posts users will view that will influence
them to go to Wawa based on what time they see the content.
Introduction
Wawa is a convenience store chain in the Greater Philadelphia
Area and expanding along the east coast. Their most notable
products are their Hoagies, coffee, salads, milkshakes, and
Sizzlis (Breakfast Sandwiches).
Wawa's social media content issues that I've pointed out

include a lack of engagement, variety, and timely posts.
Their current target audience includes both men and women

ranging from 18-60 years old or basically anyone in the
workforce. Wawa aims at two to four possible times to target
consumers to come to the stores. Before work, during lunch,
after work, and possibly a visit on the weekend.
Overview
This report will cover the strategies and ideas I have come up
with for Wawa's social media content that will help improve
their social media presence and expand their target audience.
The report includes research and user personas that help paint a
picture of Wawa's current status as well as an expanded target
demographic. Also included are various mockups that will help
paint a better picture for the viewer regarding the types of
social media posts the content plan refers to.
Research Figure 1
While studying Wawa's current

strategy plan, I noticed there was a
lot of the same type of consistent
content. Everything was mostly
content based on a handful of
products and usually one post per
day. (See Figures 1 & 2)
Now the reason Wawa focuses on

these handful of products is because
they only tend to promote the
products that are original Wawa
products, rather then average things
Figure 2
one could find in any convenience
store. This entices the user to come
to Wawa because these products are
ONLY available at Wawa.
Wawa has seldom used any type of

engagement features that Instagram
and more specifically Twitter offer
for businesses. In order to grow a
consumer base engagement features
like retweeting is required to reach
new users on the platform.
Proposed Plan
My proposed content strategy plan for Wawa is to focus on
growing the consumer base by targeting the younger generation
just entering, or about to enter the workforce by introducing
engagement into Wawa's social media posts.
The content plan then tends to retain the users by posting timely
and effective posts a times right when people are waking up or
about to go on lunch break for example, so as to linger in the
heads of the consumers when they consider where they are going
to get coffee on the way to work or grab a fast lunch if they are
crunched for time for example.
Figure 4 is an example of the type of engagement my content

plan aims to implement, giveaways for giftcards or t-shirts where
the users just need to retweet the post in order to have a chance
to win.
Figure 4
User Experience Overview
The primary emotions this content strategy will try to evoke
include Variety, Curiosity, Efficiency, Satisfaction, and Enjoyment
as pointed out in the Emotion Map below.
Anyone who shops at Wawa knows that the Wawa brand is all
about Satisfaction, Enjoyment, and especially Efficiency. The goal
of this content plan is to utilize Curiosity and Variety through
social media to introduce new customers to the "Wawa
Experience".
Figure 5
Utilizing two Touchpoint Matrices, the tendencies and routines of
the target audience were identified and heavily considered when it
came to determining when to post as well as what type of content
the post should display.
Figure 6
The morning Touchpoint Matrix maps out how Wawa's target

audience is often on their phone before leaving to go to work. This
is the ideal time to make a post and persuade users to buy a Wawa
coffee on the way to work.
The second Touchpoint Matrix, depicting the late morning/noon
time, points towards the need for lunch while at work.
While users are on their phone right before or right as lunch break
begins, a post would be effective in persuading users to make a
quick stop at Wawa and buy a hoagie, salad, mac and cheese, or
something else for lunch.
Figure 7
User Research Overview
To go along with the Emotion Map and Touchpoint Matrices, User
Personas were developed to help paint a better picture of the new
types of users Wawa will try to appeal to through this new content
strategy.
Figure 8
Figure 8 is an example of the target demographic. Since Wawa has

already developed a devoted body of consumers who are older, the
new content plan wants to target younger people who use social
media platforms like Twitter and Instagram. By gaining new
customers who are just entering the workforce, Wawa will have
gained new consumers who will continue to shop at Wawa
throughout their career.
Timeline
In an article on the website "RevLocal", Emily Anthony suggests
that businesses should aim for roughly 3-5 Tweets and 1-2 posts on
Instagram per day.
When taking these numbers into account, I will focus on limiting

the Instagram posts to mostly the two target times before work
and before lunch. An occasional post about new products, limited
offers, current events, or various "under the radar" products will be
included a couple of times a week.
On Twitter two of the posts will be aimed at the two target times,
one tweet can be a generic tweet aimed at introducing less known
products to Wawa's twitter followers.
The fourth and fifth tweets will be occasional giveaways and posts
about current events. The giveaways will be limited to once every
other week, and the current event posts can be daily, every other
day, or whenever something special is happening in the area.
Figure 9 Figure 10
Timeline
Figure 11
Figures 11 and 12 are two
examples of "current
event" posts. The top
tweet is an example of a
tweet involving the
Philadelphia Phillies, the
bottom post is a play on Figure 12
words based off the

famous "Winter is coming"
line from Game of Thrones.
Figure 13
Figure 13 is an example of a
timed noon Instagram post
focusing on lunch.
Measures of Success
To measure the success of the proposed content plan, the change
in followers on both the Twitter and Instagram platforms will be
tracked. Additionally, if possible the demographic of this influx of
followers will be tracked as well.
On Twitter specifically the level of engagement will be tracked due

to the introduction of giveaways. Another key factor that will be
tracked on Twitter is the number of retweets.
Another way to track the influence of the timely social media posts
is to track a change in amount of customers who purchase coffee in
the morning, as well as a change in customers during the general
lunch break time from 11:30 am to 1 pm.
Figure 14
Conclusion
Wawa has one of the best atmospheres, has great products, and is
one of the most efficient stores in the country. By introducing a
more varied, consistent, and user engagement friendly content plan
to Wawa's social media platforms, I hope Wawa can be introduced
to and charm the hearts of even more people because it is
definitely a brand that has earned it after building itself up from a
small milk company to a chain on the rise.
Appendix
Figure 15
Figure 16
Appendix
Figure 17 Figure 18
References
Anthony, E. (n.d.). How Often Should Your Business Post on
Social Media? Retrieved from
https://www.revlocal.com/blog/social-media-marketing/how-
often-should-your-business-post-on-social-media
https://twitter.com/Wawa
https://www.instagram.com/wawa/
https://worldvectorlogo.com/logo/wawa-logo

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CONTENT

The current content strategy consists of daily posts promoting one

Wawa's social media content issues that I've pointed out

Their current target audience includes both men and women

While studying Wawa's current

Now the reason Wawa focuses on

Wawa has seldom used any type of

Figure 4 is an example of the type of engagement my content

The morning Touchpoint Matrix maps out how Wawa's target

Figure 8 is an example of the target demographic. Since Wawa has

When taking these numbers into account, I will focus on limiting

words based off the

On Twitter specifically the level of engagement will be tracked due

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