Need By Sunday at 8:00 pm est Assignment: Digital Marketing Plan
Hollywood63
ExamplePowerHouseCafe.pdf
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Power House Café Digital Marketing Plan
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TAB LE OF CONTENTS
EXECUTIVE SUMMARY ........................................................................................................................ 3
INTRODUCTION ....................................................................................................................................... 3 COMPANY OVERVIEW ............................................................................................................................... 4 PRODUCT AND SERVICE OFFERINGS ......................................................................................................... 4
ORGANIZATION VISION, MISSION & VALUES .............................................................................. 4 MISSION .................................................................................................................................................... 4 VISION ....................................................................................................................................................... 4 VALUES ..................................................................................................................................................... 5
MARKETING VISION & MISSION ....................................................................................................... 5 MISSION .................................................................................................................................................... 5 VISION ....................................................................................................................................................... 5
SITUATION ANALYSIS ........................................................................................................................... 6 EXTERNAL ENVIRONMENTAL ANALYSIS .................................................................................................. 6 PORTER’S FIVE FORCES ENVIRONMENTAL ANALYSIS ............................................................................. 7 MARKET OVERVIEW ................................................................................................................................. 8
Current Target Markets ........................................................................................................................ 8 Current Audiences ................................................................................................................................ 9 Customer Touch Points ....................................................................................................................... 10 Competition ......................................................................................................................................... 10
INTERNAL ENVIRONMENTAL ANALYSIS ................................................................................................. 12 Internal Relationships ......................................................................................................................... 13 General SWOT Analysis...................................................................................................................... 14 Assumptions ........................................................................................................................................ 15
RECOMMENDATIONS: MARKETING OBJECTIVES, STRATEGIES AND TACTICS ............ 15 CLOVER POS SYSTEM ............................................................................................................................. 15 SOCIAL MEDIA REVAMP ......................................................................................................................... 18 GIF’N “COMMUNITY WALL OF LOVE” CAMPAIGN ................................................................................. 20 CURBSIDE PICKUP ................................................................................................................................... 21 BUDGET ................................................................................................................................................... 22 CAMPAIGNS ............................................................................................................................................. 23 SOCIAL MEDIA ........................................................................................................................................ 24 EMAIL MARKETING ................................................................................................................................. 24
CONTROL AND EVALUATION ........................................................................................................... 25
APPENDICES ........................................................................................................................................... 27
REFERENCES .......................................................................................................................................... 34
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EXEC UTI VE S UMMARY
Power House Café is a small, local restaurant in Winter Park, Florida providing fresh, high quality foods and good customer service. For more than 35 years, Power House has had the goal of changing the way people in Winter Park eat. The Mediterranean café offers home style, healthy eating options offering a conscious meal that takes hours to make and minutes to serve. The recipes include Mediterranean- inspired dishes, fresh salads, wraps and sandwiches. The president and head chef, Chris Bassil, uses only the freshest ingredients, making just enough for the day, ensuring that every meal served is delicious and healthy.
Since its founding, Power House Café has been successful in attracting repeat customers local to the area during the earlier hours of operation. During the midafternoon periods, specifically from 3 to 5 p.m., Power House needs to focus on attracting guests by running promotions and implementing new targeted digital marketing strategies.
This plan attempts to offer an economical, effective and realistic recommendation for a comprehensive improvement of Power House Café’s online presence and sales during 3 p.m. to 5 p.m. weekday lull. A Rollins College Crummer Graduate School of Business consulting team has analyzed the company's current online presence and marketing efforts and researched potential marketing outlets for increased foot traffic during the midafternoon hours of operation.
While the initial company report summarizes the business as a whole, this report aims to assess what Power House is currently doing, the viability of new marketing efforts, and how to best incentivize customers to come into the restaurant during the midafternoon hours of operation via digital marketing efforts.
The consulting team began with an in-depth interview with Chris Bassil to gain a deeper understanding of the company, its mission and goals for the future. Special consideration was given to the Power House Café marketing efforts and the market landscape. Then, the team researched the competitive landscape and target audiences to better understand the marketplace, trends in the industry and touch points for customers.
Research showed that the Power House Café location, on Park Avenue, makes for a competitive environment with a saturated marketplace of local and national brands vying for the attention of customers.
Due to the limited budget and resources available, the team suggests a complete revamp of the website, increased social media presence through the hiring of an intern, and the implementation of a new point- of-sale system for digital promotions and rewards programs. Further, a long-term recommendation includes the reevaluation of marketing budgets to allow for localized advertising options; for example, paid ads on Facebook and sponsored ads on Instagram. The report is intended to be a snapshot of findings and might best be considered as the beginning of information for future marketing efforts for Power House Café.
INTRODUC TI ON
Today, customers are faced with more choices to dine and are savvier than ever about the decisions on where to spend their money. The internet has created a well-informed “review-read” customer leading to
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increasingly high expectations. Driving customers to a restaurant requires a unique menu, back breaking hard work, dedication and years of building a reputation. To be successful, restaurants need to deliver good food through an unforgettable experience. Creating a restaurant that customers will return to, is one that people will talk about and recommend to others. Ultimately, word of mouth would increase the company’s return on investment and leave a long-lasting impression. Thus being a catalyst for repeat customers and increased growth.
Power House’s close ties with the Rollins College community can be seen as a foundation for its success and an opportunity to create loyal customers, engage consumers and unify the restaurant and community through a common goal of leading healthy lifestyles.
COMPANY OVERVIEW
The original Power House was established in 1970 as a small hutch restaurant on Park Avenue, Winter Park, Florida. Founded by two cross-country runners, the perception of health was instilled from inception, and the Mediterranean restaurant was the first to sell smoothies in the area. In 1998, the business was acquired by current owner, Chris Bassil, and at that time, the restaurant underwent dramatic renovations, including a physical expansion to allow for more seating – increasing from the original 10 bar stools and two small tables – and an improved atmosphere to better serve customers. Following an extension to the menu and a rebranding to Power House Café, the restaurant was recognized and featured in the New York Times six months after the renovations as one of the best places to eat in Winter Park.
PRODUCT AND SERVICE OFFER INGS
Power House Café serves Mediterranean food and smoothies. The dishes consist of home-style recipes, fresh salads, breakfast wraps and sandwiches, and fruit smoothies. The café uses only the freshest ingredients, getting what is needed for the day each morning before opening, and provides natural, nutritious menu options, as seen in Appendix A. Customers are able to dine-in, call ahead for pick up orders or can walk in for take-away orders. Currently, delivery options are available within a limited area and require a minimum order total of $25; this option is available through a partnership with Doorstep Delivery, which will soon be terminated. Operating hours are Monday through Friday from 7:30 a.m. to 5:00 p.m. and Saturday from 8 a.m. to 5:00 p.m.
ORGANIZA TION VI SION, MISSION & VA LUES
MISSION
Power House Café aims to provide fresh, good quality food and superb customer service by being attentive to customers with quick, quality service. The restaurant wants to satisfy consumer demands of high-quality, healthy food in a timely manner.
VISION
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The overarching vision is for all Power House Café customers to be happy, healthy, and feeling great, which shall be achieved through the friendly camaraderie service and high quality food.
VALUES
There are several key value components that have allowed Power House Café to realize the success that it has in the past 35 years. By staying true to the following core values, the small independently owned and operated company has maintained high food and service quality promised to its customers.
¾ Highest-quality ingredients personally sourced daily from top-tier suppliers. Absolutely no compromise on the quality of ingredients sourced, and no ‘second-tier suppliers’ will be accepted if the premier quality goods are unavailable.
¾ Fast service. The importance in minimizing the time between taking orders, receiving payment and delivering quality food is paramount to facilitating quick and courteous service.
¾ Friendly and family-oriented atmosphere. The family-run restaurant places a high emphasis on personal engagement with each of the customers that come in, fostering a busy, but fun and friendly atmosphere.
People Brand
Positive Health-Conscious Family-Oriented
Friendly Outgoing
Reliable Attentive Friendly
Wholesome Nutritious
MARKETING VI SION & MISSION
MISSION
To support Power House and successfully ensure a strong digital presence through Social Media, Digital Media Promotions and a Digital Rewards Program; such presence will increase brand awareness and allow high recognition in the community.
VISION
Power House Café is a company that delivers a high-quality brand, message and presence in the community. The Power House team has the skills required to maintain the community presence and awareness through engagement via marketing strategies in Social Media, Website Optimization, Digital Media Promotions and a Digital Rewards Program.
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SITUATI ON ANALYSIS
EXTERNA L ENV IRONMENTAL ANALYSIS
To better understand the way that the industry can affect Power House Café's performance, the team decided to analyze the impacts that external factors have on consumer decisions and costs to the company in the foreseeable future.
Factor What's Happening Impact Term Options Moving
Forward
Social There has been a trend toward a more health conscious consumer.
Consumers want quality food and are willing to pay the price.
Long
Make healthy food options easily accessible to consumers.
Technological
Restaurants are now providing different ways for customers to interact with restaurants whether that is through websites, social media, loyalty programs or order ahead applications.
Increased restaurant accessibility creates a more informed and connected customer.
Long
Keeping up with technological trends allows restaurants to interact with its customers ultimately creating a relationship and loyalty.
Economic
Government fiscal policies can affect a business. In addition, current medium disposable income is $46,0001.
Increased taxes can result in increase of prices or loss of profit margin. High median disposable income allows for quality food affordability.
Long
Low tax rates coupled with a high median income allows Power House to continue serving quality food due to demand.
1 http://www.city-data.com/city/Winter-Park-Florida.html
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Environment
The green movement, has created a consumer that is interested in a sustainable lifestyle.
A customer concerned with the environment is likely to consume healthier products.
Short
Continue to provide the best quality products while being considerate of the environment through sustainable business practices.
Political
Restaurants must adhere to food quality & cleanliness standards, labor laws, and environmental policy.
Given that a restaurant does not abide by laws it would be put out of business.
Short Continue to maintain standard of quality.
PORTER’S FIVE FORCES ENVIRONMENTA L ANA LYS IS
The following analysis allowed the team to identify and analyze five competitive forces that shape the industry to determine weaknesses and strengths. This analysis will ultimately provide the framework for the development of the digital marketing strategy.
Force What's Happening Pressure Impact
Competitive rivalry New competitor (Park Ave Smoothies) Compete on location, food quality, presentation, and service2.
High Decreased market share and lower customer traffic
Bargaining power of customers
Customers are rarely loyal to restaurants because of the sheer amount of competition and available options. Consumers require more innovation and new products.
High Restaurants must differentiate.
2 http://clients1.ibisworld.com/reports/us/industry/competitivelandscape.aspx?entid=1678
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Bargaining power of suppliers
Restaurants rely on supplier quality to then provide a high quality end product to its consumers.3
Medium
If a restaurant is committed to providing the best quality, it will have more than one supplier to choose from - inherently increases prices.
Threat of new entrants
Opening a restaurant is as “easy” as renting/leasing required equipment.
Low barriers to entry, high barriers
to success.
New restaurants have a hard time staying open due to high competition and low profit margins.
Threat of substitute products
Park Ave is home to many restaurants. This translates to a wide range of dining options.
High
Less traffic means Power House must continue to maintain its brand perception of quality food and intimate customer service.
MARKET OVERVIE W
Located near Park Avenue, a competitive city street composing mostly of shopping stores and two crucial food industries – Single Location Full-Service Restaurants and Chain Restaurants found in the United States – demand is always present. Both industries are in the mature stage of the lifecycle, however have experienced a growth within the past five years prior to 2016. Demand, for both industries, has continued to increase due to a positive trend seen between key external drivers: 1) consumer spending, 2) consumer confidence index, 3) healthy eating index and 4) household earning with more than $100,000.
CURRENT TARGET MARKETS
Power House focuses mostly on targeting consumers who align with its values –offering high quality ingredients and those interested in a family-friendly atmosphere. These values are also highly correlated with the industry key external drivers previously mentioned. Thus, Power House’s current target consumers are individuals who are not only considered highly-conscious consumers – looking for the latest in healthy eating trends and lifestyle practices – but also those who are willing to pay a higher price for quality products and services. Due to its friendly, family-oriented atmosphere and its current customer-base, Power House Café's strategic target market should be the local Winter Park community and visiting friends and families of those who reside in the nearby areas.
3 http://www.investopedia.com/articles/personal-finance/102315/why-restaurant-biz-has-narrow-profit-margins.asp
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CURRENT AUDIENCES
Next, Power House should examine its current and future customers as well as its interaction on digital platforms. Following is a list of audiences that Power House Café should focus on:
9 High School and College Students
9 Health Conscious Families / Mothers
9 Local Professionals
Power House Café falls under the quick serve market. Two market segments that are particularly valuable to these types of restaurants are millennials and moms. These two segments represent a large proportion of quick-serve spending, and are driven by distinctive needs and desires when it comes to decision making on where to dine.
Millennials visit quick-serve restaurants an average of 2 times per month, spending more of their income on food than any other generation. So, generally speaking, millennials do not cook, therefore, they eat out more often than older generations. This generation also craves creativity and innovation. They are more ethnically diverse than any other age group and are regularly exposed to many different cultural influences. As a result, ethnic concepts and menus that feature unusual items and ingredients have a strong appeal. Another driver for millennials is community engagement. They expect to not only be engaged, but to be listened to. Restaurants, therefore, need to use social media and location-based tools to create and participate in dialogues with millennials.
This is a double-edge sword, because beyond communication and sharing made possible by social networking, millennials also want companies that are socially responsible. Sponsorships, involvement with local groups and menus catered to customers demonstrate community-mindedness.
The second segment mentioned, mothers, are just as important to consider. They are the primary decision makers on where and what their families eat. This segment looks for the optimal balance of health, convenience and value. This does not necessarily mean low-calorie or low-fat, rather the focus is on wholesome and natural foods that appeal to the mothers' health consciousness. Value to moms and convenience involves a series of factors including service, ease of ordering, ability to carry group orders and splitting meals.
Similarly, to millennials, mothers are heavy users of the Internet and mobile devices; they are likely to engage in social networking and research companies prior to making decisions. This generation also relies heavily on reviews and recommendations from others.
For both segments, mobile devices serve as the command center. Applications and integrated services help save time and money and make it easy to connect and purchase while on the go4.
These segments represent the largest share of Power House Café's current market. Conclusively, these markets and their habits serve as the basis for the team's recommendations.
4 https://www.qsrmagazine.com/denise-lee-yohn/2-target-markets-restaurants
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CUSTOMER TOUCH POINTS
In addition to understanding who the current audience is, it is crucial to study the different platforms used for interaction between Power House and its customers. Furthermore, the chart below allowed the team to visualize digital platforms that could be used to strengthen the interaction with customers, what expectation and needs are met by each, and how the platform could be used as a competitive advantage in the marketplace and community.
Touch Point Department Does It Meet Expectation/Need? Competitive Edge
Website Marketing 9 Accessible menu 9 Easy ‘contact us’ 9 Order-in-advance info
One-stop place for menu, online ordering, and to engage with café.
Facebook Marketing 9 Deal announcement 9 Weekly specials 9 Event announcement 9 Easy promotion
Keeps Power House Café top- of-mind among customers.
Instagram Marketing 9 Community involvement 9 Promotions & announcement
platform 9 Competitions
Customers can engage with Power House and tag their photos having fun or eating at the café.
Email Promotion
Marketing 9 Direct contact with customers 9 Additional announcement
platform
Some people do not check social feeds daily, but probably check their emails. Less likely to miss an email than social post.
POS System/ Application Operations
9 Order-in-advance platform 9 Accessible menu 9 Accessible promotions
Ease of online ordering and paying. Location-based deals (iBeacon). Loyalty/reward programs. Push notifications. Social sharing. Top-of-mind to customers with app on phone. Easy menu access.
COMPETITION
Park Avenue in Winter Park is lined with restaurants; Power House Café competes with both locally owned and operated restaurants and cafés, as well as national chains.
Outlined below are Power House Café’s primary, secondary and tertiary competitors in addition to information about each competitor’s location, brand, marketing mix and potential competitive advantages.
Primary competitors include those offering the same or similar menu options as Power House. Secondary competitors are those within the same price range, but with different menu options. Tertiary competitors are those that are located on Park Avenue, but offer a different menu, are in a different price range, or are not open during lunch hours.
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Type Name Brand Marketing Mix Potential Competitive Advantage
Primary
Park Avenue Smoothie Café
New restaurant opened across the street Similar menu with more smoothie options
Healthy lunch and smoothie options $5-$20 Park Avenue location near Rollins College Website/Social Media
More expansive menu Remodeled/renovated space
Panera Bread
Chain restaurant located a couple blocks away
Healthy lunch and smoothie options $5-20 Park Ave location near shopping Website/Social Media/TV/Radio/Mobile App
More expansive menu National brand recognition Larger, more updated space
Rollins Bush Café
Rollins College campus coffee and bakery shop
Snacks, sandwiches, salads, coffee, smoothies $2-$10 Campus location in newly renovated building Word of mouth
Rapid pick up On campus location for easy access to Rollins students
Pita Pit
Chain restaurant located just off Park Ave Similar menu options
Pita bread sandwiches, soups and salads $6-$10 Location right off Park Ave near Rollins College Website/Social Media/Word of Mouth/TV
Online ordering and delivery National brand recognition Extended hours
Secondary Park Ave Pizza
Family-owned and operated restaurant next door
Pizza, salad, subs, pasta $3-$30 Park Avenue location near Rollins College Website/Social Media
A slightly cheaper option Extended hours
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Burger Fi Chain burger restaurant one block over
Burgers, hot dogs, fries, shakes, custards $5-$20 Park Avenue location near Rollins College Website/Social Media/TV/Radio/Mobile App/ Sponsorships
Online/mobile ordering National brand recognition Sponsorship events with Rollins College & organizations
Tertiary
Luma on Park Boca Pannullos Italian 310 Park South
Blu on the Avenue Briarpatch The Bistro on Park Bosphorous
INTERNAL ENV IRONMENT A L ANA LYSIS
Internal marketing is as important as external, therefore it is important that the team consider Power House Café's internal environments prior to developing the digital marketing plan. Power House’s staff and internal design distinguishes itself from other smoothie cafés. Mr. Bassil takes pride in the 35 years that Power House has been able to establish its business and staff as a welcoming environment and family. Below is an analysis of the status of Power House’s internal structure and future goals.
Element Current Goal Gaps
Strategy
Recognized as a family- friendly location with healthy Mediterranean food and smoothies throughout Winter Park
Expand geographically to College Park and Baldwin Park.
Quality expansion, not too fast. Highly selective process for choosing new location management
Structure Dine-in, takeout, and phone-in orders and deliveries Speedier pick-ups for delivery Less wait for dine-in
Remove partnership with Doorstep Delivery Consider other options for ordering and delivery
Systems
Sales and money handling done manually by bookkeeper
Efficient money handling and ease of use
Consider other POS systems, i.e. Clover, Shopkeep, Square
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Style Quick, fast, friendly, Community-oriented Known for freshness Park Ave’s go-to for a quick bite
Include details of fresh ingredients on marketing literature
Staff
10-person staff with specified roles: smoothie, food prep, produce delivery, bookkeeping
Maintain small staff with strong skill set, rather than increase staff size
Maintain high morale among staff by continuing current practices
Skills High-grade ingredient selection, friendly service Use technology to increase efficiency within café
Evaluate varieties of POS systems and social media outlets to improve marketing and operations
Shared Values Fresh, Friendly, Healthy
Continue projecting current values throughout Park Ave Smoothie expansion project
Monitor customer perceptions of Power House throughout their acclimation to Park Ave Smoothies
INTERNAL RELATIONSHIPS
For Power House Café to successfully deliver its promises to its customers, it is important to first ensure that all aspects of the business are working together. To follow is an analysis of Power House's internal departments and their relationships to one another. Analyzing internal relationships will help build trust among employees, manage expectations and can ultimately be just as rewarding for the company as building relationships with consumers.
Department Emphasis Marketing Emphasis Relationship/Link
Food/ Smoothie Prep Prepare products for customer Brand image They are the face and point of contact for the company
Produce Purchasing Organizing orders and deliveries of fresh produce
Brand management Quality food is key to product reputation
Register Handling the customer purchases in a speedy, friendly manner
Customer retention Good customer service benefits from word of mouth marketing
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Marketing Manage brand through logo (cups) and sponsoring community events
Overall Marketing Controls brand management in local area
GENERAL SWOT ANALYSIS
To follow is a study of Power House Café identifying strengths and weaknesses of the restaurant's marketing, operations and offerings. The team also analyzed external opportunities and threats to the restaurant. The analysis provides the framework to help Power House Café focus on its strengths, minimize threats and take the greatest possible advantage of the opportunities available.
St re
ng th
s
x Well known in Winter Park by residents x Healthy and locally-supplied options x Lower priced menu compared to
competitors (e.g. Panera) x Local, neighborhood atmosphere –
personalized customer service x Punch card for rewards
W ea
kn es
se s
x Website design o Menu not on first page
x No mobile app for ordering x Only takeaway item with company logo is
Styrofoam cups o Get rid of Styrofoam for
biodegradable/eco-friendly option o Reusable cup option o Put logo on other takeaway materials
x Outdated dining environment x Small staff size
o Staff always seems overwhelmed x Customers never sure where to go or if
they’re actually paying for their own order
O pp
or tu
ni tie
s
x Build a strong Digital Marketing brand o Increase presence on social media
x Generate traffic during slow periods (3-5 p.m.) o Email communication/flyers o Specials during that time
x Digital/online order-ahead option for takeaway
x Increase customer base o Participate in local events (5K
samples/giveaways/coupons)
Th re
at s
x Product imitation (new Park Avenue Smoothie Café and Rollins Bush Café)
x Rising prices of natural/local foods x Local competition (many other options for
lunch/dinner in the area)
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ASSUMPTIONS
Below are assumptions made by the team in preparing this report for Power House. For this marketing plan, these assumptions were made based on prior knowledge and team experience, rather than research.
1. Punch cards are a hassle – easily misplaced and hard to keep track of 2. Those who prefer natural or locally produced foods would prefer eco-friendly packaging 3. Power House Café will be more successful and increase its profitability with an updated digital
marketing plan 4. Customers of Power House will respond to digital marketing efforts 5. Customers choose Power House Café for its healthier menu options and are not deterred by price
REC OMMENDATIONS: M A R K E T I N G O B J E C T I V E S , S T R A T E G I E S A N D T A C T I C S
CLOVER POS SYSTEM
Point-of-Sale Systems and Features Snapshot
Objective: To drive consumer awareness and traffic
Tactics: POS System: Website, loyalty program, rewards and promotions
Strategy: Incorporate a POS system that streamlines customer interaction
Technological advancements have made point-of-service (POS) systems an easy business add-on to increase productivity. POS systems allow businesses to manage inventory, integrate rewards programs and more. With a highly saturated POS system market, the team's preliminary research and the resulting decision matrix, outlined below, show that of the top programs available, Clover represents the best option for Power House Café. Currently, Power House has been catering to a small portion of the Winter Park community. The restaurant stands to gain more customers by marketing to a wider range of people, rather than relying on its repeat customer base. To gain further traffic and awareness within the community and surrounding areas, the team decided to focus on the implementation of a new point-of- service system for Power House Café. Using a five-point scale, with a one (1) being low and a five (5) being high, the selected criteria is weighed by level of importance.
The weight of the factors is important in determining which POS system is chosen. Thus, each weight was determined by considering the ultimate goals of increasing traffic during slow hours and building awareness. For Power House to consider a POS system viable it must be affordable given the small budget; because of this factor, affordability was given the highest weight in the decision-making process. In order to increase traffic during certain hours, Power House must incentivize customers, for example
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implementing a loyalty program or promotions to drive more traffic. For this reason, the loyalty program was given the second highest weight. In this case, website integration allows for unique features including ordering ahead, reducing the strain of high volume phone ordering.
Overall, the POS system is meant to alleviate some of the stressors during rush hour and pull traffic during slow periods - 3 p.m. to 5 p.m. daily. See the following page for an overview of the POS systems compared according to their appropriate features that would be beneficial for Power House Café to implement.
System Name POS/Counter Top System (Cost) Website Integration Loyalty Programs
Additional Comments
Clover56 Includes tablet, station, receipt printer & cash drawer (~$1299)7
Yes – Can build website with Clover8
Yes – Design reward program through phone number or card info (Free or $40/mo.)9
Mail chimp for email campaigns Perka for rewards10
Square Individual purchases for stand, iPad, cash drawer and printer (~$1350)1
Connect with website through widget & apps
Yes – Program through phone numbers ($25 per location)
Use square with Weebly for high & easy integration11
Shopify Only includes card swipe reader ($89)12
Yes – Can build a website for $79 a month – manage entire business from one dashboard
Loyalty program online based on social media likes, birthday, order $, etc.13 (ex: Sweethtooth)
Loyalty programs can be added through email in-store and coupons can be redeemed as well14
Breadcrumb
No system, just POS software & payment processing ($99/month) – made specifically for restaurants
No official e- commerce integration
No Integration with Groupon for coupons and advertisement
The table below indicates how the various POS systems were analyzed and compared in order to recommend the most appropriate system for Power House Café to implement. It follows a weighted side- by-side comparison format, whereby a weighted percentages depict the importance that the team believes that factor to be in decision-making.
5 https://www.merchantmaverick.com/reviews/clover-station-pos-review/ 6 http://www.posoptions.com/pos-reviews/clover/ 7 https://paymentdepot.com/square-stand-vs-clover-station/ 8 https://www.clover.com/sell-more#rewards 9 https://squareup.com/help/us/en/article/3952-create-a-loyalty-program-with-square 10 https://support.perka.com/hc/en-us/articles/201746584-How-much-does-Clover-Rewards-cost- 11 https://www.weebly.com/blog/square-powers-online-payments 12 https://www.shopify.com/pricing 13 https://www.shopify.com/blog/117007237-how-to-start-a-loyalty-program-that-keeps-customers-coming-back 14 https://collectapps.zendesk.com/hc/en-us/articles/222122327-Shopify-POS-How-to-Reward-Points-For-In-Store-Purchases
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Weight Features Clover Square Shopify Breadcrumb
15% POS System Rank 3 5 5 1
30% Countertop Price 4 4 1 1
20% Website Integration 5 3 4 1
25% Loyalty Program 3.5 3 4 1 10% Additional Apps 4 4 4 4
100% Weighted Score 3.925 3.7 3.25 1.3
The result of the side-by-side weighted comparison chart indicates that the Clover system is the most appropriate option for Power House Café to consider according to its performance across features such as the ranking of its POS system, the countertop price, website integration, loyalty program, and availability of additional applications.
The table below is the summary of the base features were classified in and the motivation behind the importance of weighted factors that were considered. Following that is the side-by-side scorecard of the appropriate features. These two tables summarize the methodology for how Clover was decided to be the most relevant and appropriate option to aid in the efficiency and productivity of operations at Power House Café.
Features 1 2 3 4 5 Rating Weight POS System Ranking*
>10-9 8-7 6-5 5-4 3-1 20%
Countertop Price
> $2000 $1,999-$1,750 $1,699-$1,500 $1,499-$1,250 < $1,249 20%
Website Integration
- NO Customize Website
New website opportunity (>$50/mo)
New website opportunity (< $49/mo)
20%
Loyalty Program**
NO Yes (> $31) Yes ($21-$30) Yes ($11-$20) Yes ( $0-$10) 20%
Additional Apps
- NO - YES - 20%
100.00% *Based on Top Ten Reviews for POS Systems in 2016 ** Yes/No & Per month Fee
Clover Square Shopify Breadcrumbs
POS System Ranking
6 1 2 >10
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Score 3 5 5 1 Countertop Price ~ $1,299 ~ $1,350 ~ $89* $168/mo (~ $2,000)** Score 4 4 1 1 Website Integration Build Website ($29/mo)
Integrate Platform on Website
Build Website ($79/mo) NO
Score 5 3 4 1 Loyalty Program Yes (Free or $40/mo) Yes ($25/mo) Yes (Various Apps) NO
Score *** 3.5 3 4 1 Additional Apps YES YES YES YES Score 4 4 4 4 Weighted Ranking 3.9 3.8 3.6 1.6 * Shopify Counter Price is only a card reader – therefore it will be ranked as the lowest possible rank for minimal hardware ** Will average total cost to min. 1 year of subscription *** Averaged Free & $40/mo – Score is average of 5 and 2 Implementation of Clover POS System
The POS system, Clover, should be implemented by purchasing the hardware at Power House Café’s bank. Clover is sold by Bank of America, Citibank, PNC, SunTrust, and Wells Fargo, as well as by over 3000 others in the US. Given that Power House’s bank is not listed, the unit can be purchased from Sam's Club or Restaurant Depot. The initial investment is $1299 with a $40 a month payment for the loyalty program. This unit comes with the ability to manage the company, it’s transactions, employee shifts, inventory, tips, and even its customers. Clover also allows a small business to create a website ($29 a month) that will allow for the eventual incorporation of ordering ahead. Ordering ahead can also be achieved by integrating apple pay. Through Clover, Power House Café should also utilize the SMS text messages as a form of communication with those who have opted in to hear about promotions and rewards. SMS is a great and effective way to send texts to consumers reminding them of sales and driving purchases, especially during the slower periods. SMS text offers a relatively cheap way to reach a wide range of customers and is easy to implement.
Clover has the ability to incorporate mail chimp. An entire section of the report is dedicated to Mail chimp’s integration into the Powerhouse marketing mix.
SOCIA L MEDIA REVAMP
Objective: To increase brand awareness and activity, through customer engagement
Tactics: Social Media platforms: Facebook, Yelp, Instagram
Strategy: Revitalize activity across strategic social media platforms
The current Power House Café presence on social media is limited to sporadic posts and outdated imagery. A comprehensive and homogenous presence across all social media platforms is a low-cost and productive use of controlled marketing space. Additionally, the various social media platforms are great
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channels to spread the word and bring awareness to any targeted promotions, deals, or loyalty reward programs that will increase sales during the low traffic hours.
The existing Facebook business page for Power House Café is currently unmaintained and lacks content that could be driving awareness to new customers and limiting further engagement with its existing customers. The optimum posts should be between three to four times per day and should contain original content 15 . This can be achieved by way of status posts pushing promotions, deals, menu offerings, relevant photographs from the day or events, or automatic sharing of Instagram content (see below). It is also recommended that some form of boosting posts, to the Winter Park and nearby areas, to men and women between the ages of 18 and 50, and with interests that align with Power House – for example, healthy eating, fitness and wellness, and food and drink. It is also recommended by the team to use the Facebook Business Page option “Promote Local Business in your area” to help reach new customers that have not heard of Power House and live nearby.
Yelp
Yelp is a digital platform whereby users can publicly rate and review the restaurant. Currently, Power House Café has a page listed on the website with a 4.8 / 5.0 rating and approximately its customers’ reviews (which is highly recommended, especially in circumstances of lower ratings), as well as participate in boosted advertising. By optimizing the Yelp business page, Power House Café will be better able to optimize its local search marketing, which has been recognized as an area for improvement.
As a visual media platform, Instagram provides an optimal outlet to share the menu items and restaurant photos. An additional benefit of this platform is that the application seamlessly integrates with Facebook and Twitter, which would allow Power House Café to increase activity across all three of its existing channels with one post. The key to creating an alluring Instagram profile that will entice everyone from existing loyalists to casual diners to follow the page is to share high-quality and artistically-arranged photographs. Images that leverage the restaurant’s core values, such as fresh ingredients, high quality menu offerings, or the friendly atmosphere, can be captured by posting pictures of just-made to-order items, daily shipments of the day's ingredients or employees interacting with happy customers. Capitalizing on hashtags in all posts, and encouraging followers to submit user-generated content through hashtag photo competitions are additional ways to enhance both engagement and awareness within the community. For similar reasons, cross-collaborations with local accounts that are related in subject matter or values could result in a promotional post on other Instagram profiles or blog pages. Suggestions for profiles and hashtags that are related and may result in an increase in brand exposure include:
9 @iluvwinterpark (17,000 followers) 9 @winterparkeats (656 followers) 9 @doorlandolocal (706 followers) 9 @venturetwodare (4,758 followers) 9 #iluvwinterpark (18,723 posts) 9 #PowerHouseCafe (106 posts)
15 http://barmarketingbasics.com/social-networking/
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9 #winterparkeats (592 posts)
Implementation of Social Media Revamp
The social media revamp can be executed immediately as it requires little-to-no financial investment. Phase one in this process would be to ‘claim’ the business page for Power House Café on Yelp in order to respond and engage with customers that review the restaurant. This directly relates to the restaurant’s core value of engaging with customers and facilitating an up-beat, responsive and friendly environment. Secondly, creating content by way of high-quality photographs of the restaurant, food and environment at Power House Café would allow the restaurant to have constant supply of content for social media posting – from building its profile on Yelp, to frequent posts on Instagram, shared to Twitter and Facebook.
Finally, a third phase, albeit an optional suggestion, would be to collaborate with the Career Services Department at Rollins College and create an internship program offered to undergraduate students in communication or business-related majors. Internships do not have to be paid, provided they offer students a valid learning experience in their area of study. For this reason, students interested in digital marketing, social media, brand optimization, small-medium enterprise (SME) marketing, or communications, it would be appropriate to build content, create posts, monitor analytics and report findings to top management for the mutual benefit of the student and Power House Café. A comprehensive sample intern job description has been suggested in Appendix B.
GIF’N “COMMUNITY WAL L OF LOVE” CAMPAIGN
Objective: Interact with community and re-vamp photo wall
Tactics: Use Gifn to digitally create photo booth
Strategy: Digitize the community photo wall and engage customers via a socially connected service
Power House’s core competencies include community values and customer service. Anyone who has visited the café has seen and become curious about all of the photographs on the wall. Often asking, ‘how do I get on the wall?’ The photo wall reflects Power House’s long-time commitment to its customers and the community. While the photographs on the wall are clearly from disposable cameras, and give an at- home, family album feel, there is no digital trace of these photos or an easy way to share them on social media.
For this reason, the team believes that Power House should introduce a “Community Wall of Love” campaign, by incorporating Gif’n. Gif’n, allows customers to take photographs on site with a lit booth and share the photograph via social media – personal timelines, on friends’ timelines or shared to company pages – or directly via email; this presents an opportunity to increase marketing through the core value of community engagement and building relationships.
The team recommends that Power House rent the product on a trial basis prior to purchasing the entire unit. Pricing is listed below.
Rent for a day: $299 for booth
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x + $49 for iPad
x +$19 for Internet (4K)
x +$19 Power House Café logo on all photos
Given that Gif’n is a success with the customers, Power House could become involved in the community road races; often times, Park Ave is closed down on a weekend morning for 5K’s or other community events. By becoming involved with running or other health-related events, Power House would be able to promote its mission to provide quality healthy food while being involved with the community.
Implementation of Gif’n “Community of Love” Wall
The Gif’n “Community of Love” Wall can be executed by initially contacting the company through its website to rent the standard set up for two days in February 2017. A second trial period should be held again in March for a few consecutive days. Power House Café would need to promote Gif’n coming to Power House in the weeks leading up to the trial period to entice customers and create buzz about the digital photo booth. During the rental days, social media posts should incorporate images of customers using Gif’n and encourage customers to participate in social sharing through the booth. During “Gif’n Days”, Power House should also run promotions, such as earning double loyalty points, Buy One Get One, or Dessert for Hashtags. The campaign, held specifically for customers to come in and interact with the booth, allows customers to take photographs, share and ultimately market Power House Café socially and digitally, all while being featured on a digital wall within the restaurant. During the slow periods, from 3-5 p.m., this type of interaction would increase traffic and inherently promote the café through word-of-mouth and social sharing.
CURBS IDE PICKUP
Objective: Increase traffic from 3-5 p.m. and demonstrate Power House Café convenience
Tactics: Text ahead option for pickup orders for curbside pickup
Strategy: Dedicate a curbside spot for customers who text their arrival for pickup orders
One of Power House’s core competencies and missions is to provide a convenient way to eat wholesome and nutritious food. Given that mothers are a demographic for Power House Café to target, and that convenience is a determining factor in where they choose to dine, Power House Café should also utilize the Clover order-ahead option to better communicate convenience to its customers.
Park Avenue can get especially busy during the late afternoon hours, on weekends or during local events, and parking can be a hassle, even for short-term parking. To alleviate the concern of customers who want to order ahead and pick up a meal quickly, Power House could dedicate a curbside pickup in which the customer can text the café when they are out front and an employee can walk out to hand them their order. This would help during rush hours with keeping unnecessary bodies out of the small café and eliminate the hassle of parking on Park Ave simply to get a pick up order and leave.
Implementation of Curbside Pickup
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The option to text Power House when the customer has arrived at the café would be implemented through the before-mentioned application of the Clover POS system. A notification would appear on the Clover iPad screen that a customer has pulled up to the curb for a pick up order, prompting an employee to take for food to the vehicle. Promotion of the new convenient pick up option at Power House Café could be done through social media videos. For example, posts to Facebook and Instagram could show short video clips of customers being handed their meals without ever getting out of their cars. Videoing and uploading from a smartphone device is simple to do and requires little-to-no video creation expertise.
BUDGET
Below is the recommended budget for the digital marketing and social media strategies for Power House Café. The total annual budget spans from approximately $8,000 to $14,000, and is determined by the potential to purchase the Gif'n booth. The team recommends that if the booth is successful and is embraced by the community and restaurant visitors during the trial periods in February and March of 2017, Power House Café should invest in purchasing the booth and the equipment to save money in the long-term, diverting the rental funds to other digital marketing efforts in the future. To view the budget in excel, click here.
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CAMPAIGNS
The following chart outlines sample campaigns for Power House Café to run over the 2017 year.
Campaign Line of business Strategy
"Happy Hour" Promotion Generate traffic from 3-5 p.m. weekday lull
New
Goals: Increased sales from 3-5 p.m. Monday's-Friday's Target: All target markets Key messages: Convenient and healthy meals at an affordable price Placement: Social Media Evaluate: Incremental increase in sales
Dessert for Hashtags Generate traffic from 3-5 p.m. weekday lull
Current
Goals: Increased sales from 3-5 p.m. Monday's-Friday's Target: College and high school students Key messages: Take a picture of your dish with #powerhousecafe for a free "Instagram Menu" dessert Placement: Social Media/in-café signage Evaluate: Incremental increase in sales
Community of Love Wall Generate traffic from 3-5 p.m. weekday lull
New and current
Goals: Increased sales from 3-5 p.m. Monday's-Friday's Target: All target markets Key messages: Get featured on the Power House 'Community of Love' wall and try out Gif'n – the digital photo booth Placement: Social Media/in-café signage/flyers Evaluate: Incremental increase in sales
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Power House Sponsored 5K Increase community involvement and awareness
New and current
Goals: Increase community involvement and awareness Target: All target markets Key messages: Health and exercise with community Placement: Social Media/in-café signage/flyers/newspapers/website Evaluate: Increase in social media tagging of Power House Café and awareness of company mission within community – increase in number of weekly customers leading up to and directly after event
SOCIA L MEDIA
The following are examples of social media campaigns that Power House Café could run via Facebook, Twitter and Instagram. Also included are examples of posts for the various platforms.
Tool Target Actions
x Today and tomorrow's audience
x Casual x Target marketing by
location, likes and interests
x Update cover image quarterly x Post images of meals and customers 2-3
times per day x Post specials and promotions x Post about community events and local
sponsorships x Relevant content about healthy eating
Twitter x Engaged customers x Casual
x Update cover image quarterly with Facebook
x Utilize links and images to enhance limited posts – link to Facebook
Instagram x Engaged customers
x Post images of meals and customers 2-3 times per week
x "Dessert for Hashtags" x Post images of healthy eating facts x Food prep, delivery and ingredients
EMA IL MARKETIN G
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Through Clover, the MailChimp feature, Power House Café has access to customers who have provided email addresses whether through the website or in-store. Below are factors to consider and review prior to sending emails to customers. Power House should utilize this mailing list as an opportunity to reach potential customers for promotions during slower periods, specifically from 3 to 5 p.m.
Many other factors need to be considered and reviewed such as:
x Tone of messages and content x Promotions/incentives offered x Call to actions x Content of “From” and "Subject" lines x Length of email x Campaign themes x Timing and frequency of your emails
These are the current suggested timings and frequency of Power House’s emails.
Emails Timing Frequency
Update/News/General communication
Monday afternoon for optimum open rate Bi-monthly or quarterly
Promotions, special offers, incentives
Monday morning for optimum open and click through rate Monthly
Community involvement and events
Friday or Thursday afternoon for optimum open and click through rate
As needed for upcoming events (one month prior, two weeks prior and week of depending on level of involvement and size of event)
CONTR OL AND EVALUATI ON
To ensure this marketing strategy produces the desirable outcomes expected, and to ensure that the strategy is being implemented effectively, key performance indicators have been created to act as targets for Power House to achieve. These key performance indicators should highlight any areas of potential weaknesses within the marketing strategy, and or where certain sections of the marketing plan are not being executed fully. These aspects can then be rectified so that these performance metrics can be realized moving forward.
This marketing strategy has two primary objectives: to increase customer traffic, and to improve Power House’s brand awareness. Therefore, key performance indicators have been grouped into these two categories to ensure that both objectives are met.
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Customer Traffic KPI’s
The following key performance indicators are set to ensure that Power House can measure how successful it has been in increasing solar adoption within its region.
KPI 2018 2020
Website SEO Organic Traffic
10% Increase in customer searches 15% Increase in customer searches
Profit 3% increase in profit 5% increase in profit
Long Term Customer Value (Using Rewards Program) Baseline number of users by 2017
Increase 5% loyalty program users Increase 8% loyalty program users
Brand Awareness KPI’s
The following key performance indicators are set to ensure that Power House can measure how successful it has been in improving the brand perception of Power House further. Brand perception is more difficult to measure; however, using multiple sources, improvements in Power House’s brand awareness may be assumed relatively accurately. Post Reach should also be used as a key performance indicator for all social media channels.
Platform (Current) 2018 2020
Facebook (719 likes) 1,500 page likes Average 2 shares per post 2 posts a day
3,500 page likes Average 4 Shares per post 3-4 posts a day
Yelp (58 reviews, 4 Stars) 100 reviews, 4 stars 225 reviews 4.25 stars
Instagram (128 Followers) 400 followers 1000 followers
Email (Open Rate, No current emailing) Industry Average: 23.53% Open, 1.55% click16
15% open, 1% click 27% open, 3% click
16 https://mailchimp.com/resources/research/email-marketing-benchmarks/
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APPENDI C ES
Appendix A
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Appendix B Power House Café Marketing Intern
Internship Description Social Media/Marketing Intern Needed: Power House Cafe, a healthy smoothie and Mediterranean food restaurant located in Winter Park, FL, is offering an internship position to assist with our social media marketing needs. The ideal candidate will help us grow and maintain a relevant social presence and further establish a recognizable brand. We are looking for a talented, innovative, hungry, creative candidate to help us run and manage digital marketing campaigns. As Content Creator, you will work collaboratively to plan, write, and edit content that represents Power House values and gains the attention of our target market. The internship is part-time, and will make up approximately 10-15 hours per week, with some deviation depending on the duties and deadlines. This is a paid position, and we offer college credit. We are looking to start as soon as possible. Responsibilities
9 Our intern would manage various social media accounts, such as Instagram, Twitter, and Facebook virtually daily, so you must be very familiar with the functionality and use of these sites. Duties will include:
9 Creating posts and tweets, updating content, uploading photos that promote Power House campaigns.
9 Responsible for updating and maintaining our company website content. Interest in photography is a plus.
9 Monitoring responsiveness to campaigns 9 Qualifications 9 Excellent copywriting and proofing skills 9 Extremely creative in every aspect of life 9 Engaging storytelling ability 9 Experience with working independently 9 Great time management skills 9 Experience using content creating platforms (Photoshop, InDesign, Illustrator)
Requirements Allowed School Years: Sophomore, Junior, Senior Preferred Majors: Marketing, Business, Communications, English, and Digital Media majors; photography interest a plus Skills Required - Social Media, Social Media Advertising, Blog Development, Marketing
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Appendix C Steps to Create Handshake Employer Account
Create a User Account on Handshake using this Link: https://app.joinhandshake.com/employer_registrations/new
Instructions:
1. Fill out the information requested then click Sign Up
2. Fill out some preferences that will help us understand how you are hoping to user Handshake and where you attended college
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3. Click Continue
4. Agree to the Handshake Guidelines
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5. If you are a third party recruiter select Yes and review Handshake's third party recruiter policy
6. If you are a third party recruiter, meaning that you are going to be posting jobs on behalf of another company, with the intent of finding candidates for that company to hire, then you must click the Yes, I am button and then read and agree to comply with Handshake’s third party recruiting policies (by checking the agree to comply box).
If you are not a third party recruiter (meaning you work for the employer you’re creating the account for), click the No, I am not button and click Finish.
7. You will be taken to a confirmation page, and you will shortly (within 5-10 minutes) receive a confirmation email (to the email address provided) with a link enabling you to confirm your account. You must click this link before you can proceed with the registration process. If you don't receive a confirmation email, see the steps outlined in this article
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8. When you click the link in your confirmation email, you will be brought to this page:
9. If your company is displayed on this page you will click Join next to your company name. You can also click Create Company from this page if you do not see your company listed. Read How do I create a company profile to learn more about completing your company profile in Handshake.
1. If this is not your company and you think that an additional account should be opened for your domain, you should reach out to [email protected] to discuss opening an additional Handshake account.
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10. Next you will want to choose schools to connect to. Use the filters on the left side of the screen to narrow down schools by rank, size and location. If you are interested in connecting with all schools in the Handshake network, you can click Select All in the top right corner of the screen.
11. Click the plus in the corner of the school logo to request to connect to a particular school
12. If you are not automatically connected with your company, you will see the following message:
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13. To learn more about being in a pending status at your company, read What does it mean to be "pending" at a school?
14. If you have any questions about getting started with Handshake - reach out to [email protected]
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