[envira-gallery slug=”roxo-social-media-posts-for-tropical-smoothie-cafe”] The team created a social media plan for Tropical Smoothie Café as a tactic in a larger public relations campaign.  Their goals were to bring traffic to the store and build brand awareness by tailoring its promotional efforts towards mothers in the area.  [documentcloud url=”http://www.documentcloud.org/documents/3211471-Roxo-Tropical-Smoothie-Social-Media-Plan-Posts.html”] The team conducted research to find the best way to appeal to the target audience.  They took advantage of the popularity of the Tanglewood Moms blog and mimicked its style to create a social media plan. The four “Roxstars” are Sydney Green, account executive and president of Roxo; Chandler Ebeier, social media manager; and Cami Fannin and Meggy Ralston, PR managers. Green, Fannin and Ralston are senior strategic communications majors, and Ebeier graduated from TCU in May. As a result of the Roxo team’s work, Tropical Smoothie Café saw double the clientele, an increase in social media engagement on Facebook and Instagram and improved brand awareness.   Roxo earned national affiliation status with the Public Relations Student Society of America (PRSSA) just before winning the award.   This affiliation allowed them to submit work in competition for the national award. They are one of 27 schools that have earned this affiliation status.   “We weren’t really expecting this award because the other agencies have been [affiliated with PRSSA] for a while,” said Caitlyn Rollins, senior strategic communications major and vice president of communications for Roxo.  “It shows just how good Roxo’s work is.”