Main Digital Objectives
Increase Brand Awareness
1
Attract Potential Customers
2
Convert to Buyers
3
Increase Customer Loyalty
4
Achieve Profit Growth
5
Marketing Plan
Mass Media
Gastronomy Magazines, Radio Stations, TV Stations, ONLYLYON Partnership
Social Media
Instagram Calendar, Reviews Monitoring and responding, Engaging with followers
Public Relationship
12 months schedule of public relationship
Event Marketing
Maintain customer engagement, Brand Visibility, Themed events, Campaigns and competitions
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Goal 1: Achieve 5000 website clicks during the first month of the digital campaign launch.
- Post 8 times per week
- 2 blog posts per week
- 500 newsletters subscribers + 20% open rate
Goal 2: Reach 100 Instagram post mentions after 3 months of opening
- 3 influencers: 1,000 followers
- 50 user-generated mentions
Respond to 90% comments within 24 hours
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For Goal 1:
- Engagement Rate: (Likes + Comments + Shares / Impressions)
Follower Growth Rate (New Followers / Total Followers) - Blog Traffic: Number of page views for blog posts
Time Spent on Page: Average time visitors spend on the blog page - Email Open Rate: (Number of opens / Number of delivered emails) * 100
- Subscriber Growth Rate: (Number of new subscribers – Number of unsubscribes) / Total subscribers * 100
For Goal 2:
- Influencer Reach: Total number of followers the influencer has
Engagement on Influencer Posts: Likes + Comments on influencer posts - Number of User-Generated Mentions: Count of mentions received from customers
- Engagement on UGC Posts: Likes + Comments on UGC posts
- Average time taken to respond to user comments and messages.
- Overall Engagement Rate on Instagram: Total engagement (likes + comments + shares) / Total followers * 100.