Consumer Promotions and Public Relations

2

Marketing and Communications Plan

Name:

Institution: University of Phoenix

Instructor:

Course: MKT 498

Date: Jan 23, 2022

The Top 5 Keywords

The top 5 keywords that The Westside Coffee Company should use in website copy and headings to improve Google's organic search results for search engine optimization (SEO) include; coffee shops, coffee near me, coffee shops near me, best coffee near me, and cafe near me. The rationale for choosing the keywords to improve Google’s organic search is that the average monthly searches are high with the other coffee shops and companies and also some of the keywords their competition is low.

Budget to optimize a $500 per-week budget for Google Ad

Pays Per click (PPC) ads metric

Google ads spend per month	$300
Average cost per click	$25
Total website session from PPC	$30
PPC lead conversion rate (Forms, calls)	$20
Conversion/ leads / inquiries	$75
Cost per raw inquiry	$50
Total	$500

The keyword that I will bid for the allocated budget of the google ads are; coffee shops, coffee near me, and coffee shops near me. This is because their competition is low and the average monthly search is high and this will make the Westside Coffee Company featured at the top of the search page in Google.

Content Marketing story on The Westside Coffee Company

The Westside Coffee Company is regarded as one of the world's most prestigious coffee retail operations. The company features a well-known coffee system as well as a gourmet coffee roaster. High-quality coffee is the concept's primary skill. As a result, the products are made from high-grade raw ingredients and undergo a comprehensive roasting process overseen by professionals to ensure that the coffee is of the highest quality. In addition, the product line has been broadened by combining the original coffee with various ingredients to create flavored decaffeinated coffee, espresso, Cafe' Latte, Cappuccino, and other beverages. In addition, the retail chain sells a variety of coffee-related accessories. The Westside Coffee Company currently has approximately 80 retail locations in Europe and Singapore. The high quality of coffee served at Westside coffee cafes and retail locations have earned the brand a strong reputation throughout Europe. The company pledges to source its raw materials from farms that have received widespread approval. Only about 30% of global coffee fulfills the company's standards, and only the best coffee may be used to make its distinctive blend. Coffee-making, according to the company's creators, is an art that requires time and experience. The Westside Coffee Company is a long-running viral video marketing campaign for the coffee company. The original commercial has millions of views on YouTube. The Westside Coffee Company is more than likely familiar to everyone who has had cable television in the previous 10 years. The Westside Coffee Company transformed in 2020. What makes the Westside Coffee Company ad stand out, though, is that it never deviates too much from the initial concept. The new Westside Coffee Company is challenged with strangers trying unusual things to obtain a good bargain on their coffee products in the video ad. To give our customers the best, we combined our product with Catimor and Chari varietals to spice up our high-quality coffee, resulting in a well-rounded blended coffee flavor profile. Catimor's greater use will be a big driver of our sales because our customers will get the most out of our high-quality coffee at a low introductory price. For its appealingly approachable profile and affordable pricing, we propose the Westside Coffee to cafes, businesses, and residences. It'll be a fantastic specialty coffee with plenty to go around.

Monthly Advertisement Plan for the Westside Coffee Company

Name of expense	vendor	Cost of expense
Google Ads	Google	$500
Facebook Ads	Facebook	$300
YouTube Ads	You Tube	$1200
Freelance work for image design	Ryan Smith Design	$400
Freelance work for video shooting and editing	Smith Production	$600
	Total	$3000

Recommendation based on the media cost provided by the local media cost tab

Based on the scheduling and pricing information submitted for each placement, media costs include the cost of all impressions, clicks, and activities during the chosen date range. Reports will offer media cost information for those dates if you just see data for a portion of the placement's date range, based on the cost structure and delivery information. Outside of the run dates of the placement, any impressions, clicks, or activities are not included in the media cost calculations. The company is recommended to use the following media cost advertising spending which includes: Redbooks; Recent marketing efforts of companies, including information on ad spending, marketing agencies, and images and videos of select advertisements. Kantar Media provided the spending statistics. Ad$pender; Ad$pender, a Kantar Media publication, shows how much industries and businesses spend on advertising. Data can be retrieved on a yearly, quarterly, and monthly basis, as well as at the level of the parent business, brand, and product. The Westside company is recommended to use the above method in the estimation of the gross rating points where the average contact frequency is multiplied by the reach percentage to determine GRPs (reach x number of repetitions). 100 GRPs Means 1% of the target audience reached 100 times, or 100% of the target audience reached once (or any other possible combination: 20 percent x 5, 25 percent x 4).