Executive Summary The main purpose of the report is to recommend a social media marketing strategy for ACC Wholesale in its endeavor to introduce a new healthy beverage to college students. The report starts with a brief overview of the company, its past performance, intended target audience, and internal and external environmental factors that can influence social media marketing decisions and processes in the planned project. It is identified that target consumers for the product launch are technologically savvy and like to enjoy extra product and brand values. Therefore, it is suggested for ACC Wholesale to combine the informational and transformational marketing strategy in order to create entertaining, educational, captivating, and relevant content that would boost brand and product awareness and increase customer loyalty. The strategy would be implemented organically by using such tactics as clustering, co-creation, incentivizing, and monitoring. The strategy evaluation approach and estimated budget are briefly discussed at the end of the report. Introduction ACC Wholesale is a family-owned business launched in 1937 by John Huckabee (ACC Wholesale). Initially, it specialized in selling cigars but, over time, its product line has expanded to sweets, drinks, health and beauty aids, snacks, and so forth. The company intends to introduce a new product – a healthy drink “Blendo” targeted specifically at college students. The purpose of this report is to develop an effective social media marketing plan for ACC Wholesale in order to foster greater demand for Blendo. Situational Analysis Target Market The population of college students is comprised of younger individuals, between the ages of 18 and 35, who are frequently referred to as “Generation Y” or “Millennials.” They are characterized as a technologically-savvy generation and the largest consumer group in the United States with a substantial influence on the food industry (M&M Sales). The target consumer group for Blendo is highly diverse in terms of multicultural features. They can come from disparate ethnical and racial backgrounds, have different upbringing and economic status, and so forth. Besides a common engagement in studying and college life, their interests may vary significantly as well. Nevertheless, it is observed that a lot of young individuals, including those attending colleges, prefer natural food and beverage options promoting health (M&M Sales). Moreover, millennials value social justice; frequently advocate for favorable political, cultural and social changes; and appreciate personal attention (West Midland Family Center). These characteristics indicate that they make like to engage with brands and organizations, build meaningful relationships with them, influence their culture and product development activities. Environmental Trends The food and beverage industry, including the snack business, is experiencing steady growth globally. According to a report by FMCG and Retail, snack sales grew by US $3.4 billion worldwide in 2017, while total sales in this sector in the United States equated US $ 750.56 million that year. It is suggested that the increase in sales is driven mainly by consumers’ willi