Marketing Plan, Media Plan and Creative execution for a business app (capstone)
nuexiepan
EN_Marketing_PlanNometrics_2_.pptxTactics
1
Create Awareness
Acquire Customers
Build Loyalty
Food Truck itself
Direct Mail
Local Search Optimization
Partnerships
NYC Food Festivals
Direct Mail
Social Media
Email Marketing
Loyalty Program/CRM
Yelp (responding to reviews)
Events: Tastings
Contest: Best recipe
Direct Mail
Website
Partnerships
NYC Food Festivals
Food Truck itself
2
OBJECTIVE
Build Awareness
COST
Included in Fixed Assets
TACTICS
Wrapping
Logo
Menu Board
2
Direct Mail Acquisition Campaign
3
OBJECTIVES
Build Awareness
Acquire New Customers
COST
$1,500 (printing and mailing to 5,000 HHs)
$1,800 (cost of reward with 10% RR)
KPI’s
Coupon redemption
How did you hear about us? (website survey)
fine. seasonal. gourmet
www.yourlocalgt.com
broadway &116
Come visit us!
And try our Local Portabella Burger
Local Tomato | Wild Arugula | Avocado Mayo Salsa Verde | Whole Grain Chiabatta
or any other delicious handcrafted food
from our chef
for FREE
Printing+ mailing http://www.directmail.com/dmcalculator/Default.aspx
Target: Columbia Student Housing
3
Direct Mail Retention Campaign
4
OBJECTIVES
Retain customers during winter
Remind about online orders
Acquire J-Terms
COST
$1,500 (printing and mailing to 5,000 HHs)
$500(cost of reward with 10% RR)
KPI’s
Coupon redemption
How did you hear about us? (website survey)
fine. seasonal. gourmet
www.yourlocalgt.com
broadway &116
Stay warm!
We’ll bring your favorite
Rustic Vegetable Chickpea Soup
and beloved
Truffled Mashed Potatoes
ORDER ONLINE
and get
25% OFF with code WINTER
4
Local Search Optimization
5
OBJECTIVE
Build Awareness by achieving top rankings in Search Engines Maps listings and Yelp
COST
$2,000
KPI’s
Google Analytics: Visits, Time on Site, Bounce Rate, Pageviews, Revenue (for online orders) from traffic coming from Organic Search and Yelp (in general and by keywords).
72 Reviews
Food Trucks
Your Local Gastro Truck
http://www.webpagefx.com/local-seo-pricing.html
5
Partnerships with Columbia Clubs / Catering
6
OBJECTIVES
Build Awareness
Acquire New Customers
COSTS
0$ (Columbia pays for catering)
KPI’s
New followers and customers
and hundreds other clubs…
NYC Food Festivals
7
OBJECTIVE
Spread the word and widen the audience (potential target for catering)
Keep sales during summer
COST
$3,000 (per 4 two days-events)
KPI’s
Requests for catering
More web traffic from referrals
“How did you hear about us?”
7
Website
8
OBJECTIVES
Add credibility
Explain your offering
Build database through online orders
Gather customers’ emails (newsletter sign-up)
Voice-of-Customer (small survey)
COST
$960 ($80/month: Shopify)
KPI’s
Google Analytics: Visits, Bounces, Traffic Sources, New vs Returning visitors, Recency, Frequency, Pages Viewed, Conversion Paths
Queries/Keywords analysis for SEO optimization
# of subscribers (database growth)
<
stay in touch
<
>
fine. seasonal. gourmet
DAILY MENU
ORDER ONLINE
OUR FARMERS
CATERING
ABOUT
OUR PHILOSOPHY
Social Media
9
OBJECTIVES
Build loyal community
Engage with the customers
Inform them about new menu items, location and events
COST
0$
KPI’s
Followers, likes, comments, shares
local_gastrotruck
20 likes
Say hi to Lillian, our farmer! #farmer #shoppingday #foodtruck #local_gastrotruck
Loyalty Program
10
tel: 646-402-2009
broadway & 116
www.yourlocalgt.com
OBJECTIVES
Build Loyalty
Increase frequency of visits
Get email addresses
COST
$3,000 (printing + cost of rewards)
KPI’s
Number of participants and redemptions
FREE DRINK
14 orders/year from unique customer
34300 total orders/year
2450 unique customers
70% of them use loyalty card. 1.4 reward on average = 2450*0.7*1.4=2,401 rewards. Cost of drink = 1$ => $2400
Printing = $600
10
Email Marketing
11
OBJECTIVES
Build Relationships
Send news and special offers (weekly)
COST
$180 (MailChamp subscription)
KPI’s
Open Rate, Click-thru-Rate, % of Unsubscribers
Contacts’ analytics (who shows consistent interest in our emails)
A/B Testing to optimize the campaign
Complimentary Tastings
12
OBJECTIVES
Build Loyalty
Indulge the customers
Show that customer’s opinion matters
COST
$1,800 (12 tastings/year)
KPI’s
Customers’ feedback
Buzz (SocialMention, Hootsuite)
100 customers 1.5$
12
Instagram Recipe Contest (2 times/year)
13
OBJECTIVES
Increase engagement
Grow Instagram audience
PRIZE
Farm basket (2*$100)
Recipe will be included in the menu
KPI’s
Account’s follower growth
Engagement:
Number of post with the #
Number of unique participants
Marketing Flight Plan
| SEP | OCT | NOV | DEC | JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | |
| Direct Mail | ||||||||||||
| SEO/Local Search | ||||||||||||
| Partnerships w/clubs | ||||||||||||
| Food Festivals | ||||||||||||
| Instagram Contest | ||||||||||||
| Website | ||||||||||||
| Social Media | ||||||||||||
| Loyalty Program | ||||||||||||
| Email Marketing | ||||||||||||
| Tastings |
14
14
1st Year Total Marketing Budget
15
Total Marketing Budget:
$16,240 (8% of Gross Profit)
Targeted Total CPA: $144 (CLV)
Targeted Marketing CPA (8% of CLV)): $11.5
Targeted # of acquired customers: 2,500
Actual Marketing CPA: $6.5 ($16,250/$2,500)
Sales
Direct Mail Food Festivals Loyalty Program SEO Tastings Website Email 5300.0 3000.0 3000.0 2000.0 1800.0 960.0 180.0 Column1 Direct Mail Food Festivals Loyalty Program SEO Tastings Website Email 0.326354679802956 0.184729064039409 0.184729064039409 0.123152709359606 0.110837438423645 0.0591133004926108 0.0110837438423645
