Digital Marketing Proposal for

Presented by: Katherine Lao | June 28, 2015

Agenda ¡  About The Last Touch Bakery

¡  Business Objectives and KPIs

¡  Recommended Strategies ¡  Website Redesign and Optimization ¡  Email Marketing ¡  Social Media ¡  Display Ads ¡  Budget

¡  Future Recommendations

About The Last Touch Bakery

•  Founded by Lan Dinh in 2010 •  About Lan

•  Banker and banker •  French born and French

trained •  Trained at Lenotre ad with

Celebrity Chef Marina Sousa

“I founded The Last Touch Bakery as an homage to the elegant sophistication of French desserts.” – Lan Dinh

Business Objectives and KPIs

Business Objectives and KPI

Business Objectives

Establish a 50% repeat customer

base.

Become a “preferred vendor” for event

planners.

Increase corporate business by

targeting executive admins.

KP’s and Related Metrics

Referrals Average Transactions per Customer Average Lifetime Value

Referrals PR Mentions Testimonials or Reviews

Referrals Average Transactions per Customer Average Lifetime Value

Leads Leads Converted

Refer to Appendix section for related micro-conversion goals.

Primary Customer Persona

2015 Targets (6 month plan)

Metric Avg. Baseline (4/1-4/30/15)

Goal (10/1-10/31/15)

Sessions 15 100

% New Sessions 60% Increase to 75%

Bounce Rate 56% Decrease to 30%

Referral Source Primarily Referral and Organic Search

Primarily Social Media and Direct

Facebook Fans 124 500

Instagram Followers 95 750

Digital Marketing Strategy Overview

Business Objectives

Establish a 50% repeat customer base.

Become a “preferred vendor” for event

planners.

Increase corporate business by targeting

executive admins.

Website Redesign (SEO and Conversion Optimization)

Email Marketing (Acquisition, Activation, Retention and Referral + Content)

Social Media

Facebook, Instagram, Pinterest, Thumbtack, Twitter, Yelp

LinkedIn

Display Ads Adwords LinkedIn Display Ads

Persuasion Marketing: Leverage scarcity + creation of a custom experience

Current website does not represent an image of “elegant sophistication.”

¡  Landing page doesn’t appeal to modalities

¡  Poor UX structure

¡  Lacks clear call to action

¡  GA Avg. Stats (4/1-4/30/ 2015)* ¡  Sessions: 15 ¡  New Sessions: 60% ¡  Bounce Rate: 56% ¡  Pages/Session: 3

* Only include sources that are google, direct, and facebook.com, and yahoo

Proposed site optimizes for search and addresses UX issues to better represent the brand. Clear navigation bars appeal to

methodological customers

Value prop appeals to

competitive customers

Easy access to social media

Images appeal to spontaneous

customers

Proposed site design is optimized for search and addresses UX issues that better represent the brand.

Profile photo appeals to humanistic customer

Layout appeals to the methodological customer

Proposed site design is optimized for search and addresses UX issues that better represent the brand.

Profile photo appeals to humanistic customer

Layout appeals to the methodological customer

Contact page is critical for tracking leads. Use Google Analytics to optimize site behaviors.

Email Marketing

Type Newsletter Transactional Behavioral

Target Customer

Past Leads and Customers

Recent Customers

Customers Who Didn’t Finish Inquiry Form

Frequency Monthly Weekly Biweekly Sample Subject Let’s Get Back in

Touch! News from The Last Touch

Bakery

Thanks for Letting Us Be a

Part of Your Event!

How Can We Help?

Newsletter Template

Product Feature Template

Social Media

Social media is an important source of referral traffic.

Instagram Facebook Blog Google+

Frequency MWF TTh Every 2 weeks SatSun

Sample Content

Macaron Mondays Wedding Wednesdays French Fridays

Tuesday Treats Thursday Tricks

High profile event recollection Travels that inspire new flavors or discovery of new ingredients

Post that direct to other social media content.

Use Acquisition, Activation, Retention, Referral

Retention Referrals

SEO

Ensure that social media posts are emotionally triggering.

Tuesday Tricks: Roll out dough between 2 sheets of parchment paper: it'll be easier to roll manipulate dough, and super easy clean up.

Wedding Season is here. Delight your guest with macaron favors from The Last Touch Bakery.

Display Advertising

Bids for “wedding favors” most expensive.

Searches for “macarons” up but bids still cheap.

Searches for “cake” are consistent but bids still cheap.

LinkedIn ads can create very targeted opportunities.

Facebook Ads offer targeting for behaviors and life events.

Budget

Monthly Budget

Line Item Cost Notes Web Consultant

(Monthly Retainer Fee or Hourly)

$300-$500 OR $35-3$50/hour

Cost depends on scope of work

Web Hosting Domain $10 Squarespace monthly membership

Domain Name $20

Social Media Management Tool

$10 e.g. Hootsuite to manage social media posts – up to 50 social

media profiles

Email Marketing Tool (MailChimp)

$0 A/B testing can be immediately available for $10/month.

Advertising $50 Run ad twice a month Total Cost $400-$500

Monthly Budget – Advertising

Channel Min. Bid Est. Reach

Est. CPC Est. CPM Est. Monthly

Cost Google $0-$2.00 0-4.84

clicks $0-$6.00 TBD $0-$12*

LinkedIn n/a ~1,000 people

$5.00-$9.00 $2.00-$3.50

$30

Facebook $1/day ~2800 people

$30

* Running ads 2x a month. •  CPC - Cost per Click – Cost everytime someone clicks your ad •  CPM – Cost per 1,000 Impressions – Cost for every 1,000 people who see your ad

Return on Investment (ROI) ¡  $500 = Monthly Marketing Budget

¡  $50 = Average Order/Customer

¡  20 = # of Customers to Generate 2:1 ROI/month

Future Recommendations

Within the next year, consider the following…. ¡  Establish presence on additional social media sites like

Pinterest (mostly female audience), Yelp, and other professional services like Thumbtack.

¡  Feature macarons as the signature product to generate leads for dessert catering business. ¡  Limited edition macarons ¡  Holiday macarons ¡  Pop-up events

¡  Position convenience as a unique value prop through local delivery services and e-commerce functionality on website.

¡  Actively seek out customer testimonials and reviews and showcase them on site.

¡  Run special promos and referral, loyalty programs to retain customers.

Appendix

KPI’s and Metrics ●  Leads

o  # of followers/fans on social media o  engagement rate (user interactions on Page - Likes, shares, re-tweets, newsletter

sign-ups etc.) o  # of email inquiries o  # of site visits

●  Leads Converted o  % of inquiries converted to sale o  total conversions/total visits

●  Average Transactions per Customer: % of customers who place 3 orders in a given year

●  Average Order Value (Total Value/Total Conversion) ●  Referrals: # of customer and business referrals ●  PR Mentions: earned online or print mentions ●  Testimonials or Reviews: # of positive reviews/testimonials (either on yelp or

displayed on homepage)