yellow sub gastro pub: mock digital marketing campaign & presentation

• Campaign Objectives• Competitive Analysis • Target Audience Analysis • Digital Media Selection Rationale • Media Strategy• Budget and Flowchart

Overview

• Create a consciousness of the restaurant among 39.2% of the full target audience through the pub’s website. KPI: achieving the full 39.2%, or 73,000 unique site visitors

• Increase audience engagement through social media platforms. KPI: achieving 25%, or 18,250 campaign hashtag #freelovegastropub mentions among the restaurant’s target audience

• Achieve a 20% ROI or $194,400 from the $162,000 initial campaign investment. KPI: achieving the noted percentage from in-restaurant sales over the campaign’s 6-week duration

Goals Campaign Objectives

• “Free Love, Buy 1 Get 1 Drink Specials 7-11 PM Daily”

• Designed to increase the volume of in-restaurant traffic between the hours of 7:00 and 11:00 PM

• An extended happy hour special available every day throughout the week where all items in the cocktail section and select items in the beer section of the drinks menu may be ordered as a two-for-one special

Creative Messaging Campaign Objectives

• Primary Competitors are restaurants with:• Interactive and viewable entertainment • Eclectic menu options • Unique bar-oriented drinks • Themes appealing to similar target audience

• These include: • Fermentation Lounge • Sidecar Gastrobar • The Crum Box Gastgarden • Proof Brewing Company • St Michael’s Pub

Competitive Set Competitive Analysis

• Secondary Competitors are restaurants with:• A close geographic proximity • Similar food items • Similar atmosphere

• These include: • All Saints Café • The Crepevine • Vertigo Burgers and Fries • Bird’s Aphrodisiac Oyster Shack

Competitive Set Competitive Analysis

How Competitors Use Media Competitive Analysis

• White Collar Workers:• Between mid-20s and early 50s • Earn between $40,000 and $75,000 annually • Wants a unique lunch or dinnertime experience

• College Students: • Between 18 and mid-20s • Earn less than $15,000 annually • Want to impress friends, dates, and study partners

• Beer Enthusiasts • Between 21 and mid-50s • Earn between $40,000 and $65,000 annually • Want new drinks and conversation

Description Target Audience Analysis

• White Collar Workers:• Use mobile and stationary digital, prefer stationary • Rely on social media, brand emails, and online info • Share thoughts on social media and online reviews

• College Students: • A predilection for mobile media • Gain most information through apps • Share thoughts on social media

• Beer Enthusiasts • Similar behavior to White Collar Workers

Digital Media Behavior Target Audience Analysis

• White Collar Workers:• New experience-seekers will research food options and

may maintain awareness if restaurants meets their criteria

• College Students: • Fickle nature makes them likely to try, but unlikely to

remember (if not outstanding)

• Beer Enthusiasts • Avid digital researchers (will gain awareness)• Experimental nature reduces the likeliness of loyalty

Product Awareness Target Audience Analysis

• Website • Content will provide patrons with price, time, and

location info to incentivize restaurant visits

• Social Media: • Facebook to offer an amalgam of content • Twitter to keep the campaign conversation going

• Mobile • Showcase specials and boost online purchases

Channel Selection Digital Media Rationale

• Paid Search • To give the restaurant a strong search engine presence

until organic location becomes prevalent

• Display/Rich Media • Colorful, quirky, retro style ads for the restaurant and

website material will promote information on the Free Love drink specials

Channel Selection Digital Media Rationale

• Website • Reservoir for all external campaign-related channels

• Will contain: • About • Food Menu • Drinks Menu • Events Page • Gallery Page • Contact

• How it works: • Search efforts, social channels, and mobile app will link

to site where email opt-in exists

Digital Media Selection Media Strategy

• Email/Newsletters • Email opt-in list will be available through website,

Facebook page, and mobile application • Will be set up through MailChimp • Lists will be segmented according to interests


• Search Engine/Paid Advertising • Keywords will yield paid ads until organic search results

begin to move website up the list • Brand will be in front of potential consumers • Will promote the Free Love campaign


• Social Media • Facebook will comprise content emphasizing menu

specials, events, user-generated content, and campaign-centered posts

• Twitter will complement Facebook content to boost brand engagement through the #freelovegastropub conversation


• Mobile • Will be similar to other restaurant apps • Will contain: • Menu information • Current specials • Online ordering options • Email opt-in • General purchase options


• Digital Media • Includes the website, email, and paid search • Encompasses the full target audience range of white

collar workers, college students, and beer enthusiasts

• Social Media • Includes Facebook and Twitter • Will largely focus on the college student demographic

• Mobile • Includes the mobile application • Will cover the full target audience with mild emphasis

with college students

Target for Each Channel Media Strategy

• Digital Media • Website will be updated once• E-blasts will be sent once every Tuesday • Google ads will be ran over the 6-week duration

• Social Media • Facebook posts will be made 2-3 times weekly with 1-2

day intervals. Twitter will have similar timing

• Mobile • Will be adapted to feature and display the campaign’s

offering during the designated time period

Timing/Frequency Media Strategy

• Message • Not a direct statement • Buy-1 Get-1 Drinks Specials between 7 and 11 PM • Will remain consistent across all media

• Content • Involves static image placement on restaurant website

and mobile app • Continually changing content in social media for posts

containing photos, events, menu options, and information pertaining to the campaign

Messaging/Content Media Strategy

• Website • Front page layout creates visual call to action to

navigate website

• Emails • Will contain multiple calls to action for each piece of

content addressed, the campaign message will remain central to the promotional effort

• Search Engine/Paid Search • Paid search will encourage clicks to restaurant website

Call to Action for Each Channel Media Strategy

• Facebook • Will encourage followers to repost content on

Facebook pages for chances to win gift cards, free access to special events, and free menu items among others

• Twitter • The #freelovegastropub will serve as a Twitter

conversation whose call to action is general brand engagement; primarily, the campaign’s offering will be discussed among the restaurant’s social media team and users

Call to Action for Social Media Strategy

• Mobile Application • Several calls to action will exists by virtue of the app’s

various options and will include online ordering, joining the pub’s loyalty program, signing up for emails, and buying gift cards

Call to Action for Mobile Media Strategy

Budget and Flowchart Media Strategy

Questions?

yellow sub gastro pub: mock digital marketing campaign & presentation

Marketing