Digital Media Strategy

Digital Media Strategy AssignmentTurkey Hill is facing a significant communication opportunity or challenge. For that
company, you need to assess the use of their owned media and social media channels
(i.e. websites, blogs, facebook, Instagram, twitter etc.), examine their Google search
rankings(search engine optimization) to assess the effectiveness of the brand’s digital
presence in aligning with organizational goals.
For the client below, you need to:
Describes the brand
• Highlights their observed target audiences
• Explains their customer funnel
• Explain their owned media（website） and social media strategy （(Facebook,
•
Instagram, Twitter etc.)）
Describes their content (i.e. imagery, tone, types, quantity) and the overall user
experience
• Provides THREE strategic recommendations (i.e. changes, improvements,
extensions to new platforms, etc.)
•
For this assignment, goal is to assess:
•
•
Your ability to analyze and critique an organization’s social media strategy within
the larger context of all digital communication, in support of business goals.
To professionally make recommendations for improving social media strategy
Write around 800 words
CLIENT: Turkey Hill
WEBSITE: Turkey Hill
Links to an external site.
BACKGROUND:
Turkey Hill is the iced tea and ice cream brand with a unique name located in Lancaster
County Pennsylvania. The area known for its farming and Amish. Turkey Hill Dairy got its
unusual name from the Susquehannock Native Americans who lived along the
Susquehanna River near the hill where the dairy is located. The Susquehannocks named
the ridge overlooking the river Turkey Hill because it was a good hunting ground for
wild turkey.
The Turkey Hill brand makes iced tea, fruit drinks, iced coffee, milk, egg nog, purified
drinking water, ice cream and novelty frozen desserts distributed throughout the US and
internationally. Turkey Hill started as a family owned business headquartered in
Conestoga, Pennsylvania, but has been owned by Kroger, the country’s largest
supermarket chain since 1985.
Turkey Hill was family operated until 2013, when CEO Quintin Frey retired and long-time
employee John Cox became CEO. The Dairy is operated separately from Turkey Hill
Minit Markets, a chain of convenience stores sold by Kroger to British convenience store
operator EG Group in 2018. Turkey Hill is one of the nation’s top selling brands of
refrigerated iced tea and ice cream in the US.
MARKET SHARE & COMPETITION:
Iced Tea –
Ice Cream –
BRAND STORY
This excerpt from the Turkey Hill website sums up the brand’s history, personality and
story in the company’s own words:
More than 85 years ago, in the southern end of Pennsylvania Dutch Country, Armor Frey
started each day by watching the sunrise from the top of Turkey Hill. Then he’d toss a few
bottles of milk into the back of his touring sedan and set off to sell them to his neighbors.
It was the Great Depression, and every penny helped. Slowly, Armor’s route grew. Until
one day his “extra milk” business became his only business. In 1947, Glenn, Emerson, and
Charles Frey bought their father’s business. All the dairy’s customers still lived within a few
miles. Milking the cows and running home delivery routes provided enough of a living for
the young men to raise their families. Over the years, the little dairy thrived on their hard
work.
In 1980, the Frey brothers took the biggest step in the life of the dairy by expanding its ice
cream production. Turkey Hill Ice Cream quickly became a favorite in local Lancaster
County stores. In 1981, they persuaded a few independent stores in the Philadelphia area
to give “Turkey Who?” a try. Philadelphians loved it. The ice cream was always good, but
priced so everyone could enjoy it. Light ice cream soon followed. Then frozen yogurt. Little
by little, this tiny dairy became a favorite in some of the country’s biggest markets.
Today, people all over the country enjoy our products. And more than just ice cream and
frozen yogurt; Iced Tea, Ice Cream Sandwiches, and Sundae Cones are all made in the
Turkey Hill tradition of good eating. In spite of its success, some say this dairy still has a
shy personality. Which is fine with us. Because we still think that bringing people a good
product, priced so everyone can enjoy it, is more important than talking about it.