Hello	  Cupcake	  Digital	  Strategy:	  	                   30-­‐Minute-­‐A-­‐Day	                       ...
TABLE	  OF	  CONTENTS	  	  A.	  Executive	  Summary	  B.	  Background	  	          a.	  Organization	  	          b.	  Ind...
EXECUTIVE	  SUMMARY	  	  	  When	  it	  comes	  to	  marketing	  communications	  in	  2011,	  companies	  are	  turning	 ...
BACKGROUND	  	  Organization	  	  Hello	  Cupcake	  was	  established	  in	  2008	  by	  Penny	  Karas.	  	  Hello	  Cupca...
 	  SITUATION	  ANALYSIS	  (SWOT)	  The	  SWOT	  analysis	  below	  identifies	  Hello	  Cupcake’s	  organizational	  stre...
 	  	  COMPETITIVE	  LANDSCAPE	  ANALYSIS	  	  	                                                           	              ...
 	                                                                  	                                                     ...
Company	                       Website	                        Twitter	            Facebook	                   Other	  Onl...
Target	  Audience	  	  Good	  communications	  planning	  calls	  for	  the	  identification	  of	  Hello	  Cupcake’s	  ta...
 	  	  	  	  	  	  	  	  	  	  	  	  	  10	   	  
 	  	  	  	  	  	  	  	  	  	  	     11	  
 	  	  	  	  	  	  	  	  	  	  12	   	  
 	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	     13	  
BRANDING	  	  Every	  product,	  business	  or	  service	  needs	  a	  Unique	  Selling	  Proposition	  that	  will	  make...
 	  	  	  	  	     15	  
 	  	                       Goal	  &	  Strategy	         	  	                                          	         16	   	  
GOAL	  	  To	  leverage	  digital	  media	  to	  build	  awareness	  for	  Hello	  Cupcake,	  inspire	  brand	  loyalty	  ...
 	  	                       RECOMMENDATIONS	         	  	                                     	         18	   	  
         	          WEBSITE	  OPTIMIZATION	          	          	          The purpose of Hello Cupcake’s website is to ma...
Competitive	  Domain	  AnalysisAn overview analysis of Hello Cupcake’s website compared to three of its localcompetitors s...
SEARCH	  ENGINE	  OPTIMIZATION	  	  The	   term	   “search	   engine	   optimization”	   is	   the	   art	   and	   scienc...
 	  Page	  Title	  	  The	  page	  title	  is	  the	  first	  of	  several	  critical	  pieces	  of	  real	  estate	  with...
Meta	  Description	  	  	  	  A	  META	  description	  is	  another	  valuable	  piece	  of	  real	  estate	  within	  eac...
Alt	  Tags	  	  	  An	  alt	  tag	  is	  an	  HTML	  tag	  that	  provides	  “alternative	  text”	  when	  non-­‐textual	 ...
Pages	  on	  the	  Website	  	  	  	  	  We	  analyzed	  every	  page	  on	  the	  HellpCupcakeOnline.com	  website	  for	...
Keyword	  Research	              	              	              Hello	  Cupcake	  should	  target	  keywords	  that	  have	...
 Google	  Analytics	  	  	  	  Google	  Analytics	  is	  a	  free	  tool	  that	  shows	  you	  how	  people	  found	  you...
 WEBSITE	  USABILITY	  	  	  	  Currently	  the	  website	  is	  not	  	  user	  friendly.	  It	  is	  somewhat	  difficul...
            	             	  	             	  	  	  MOCKUP	  OF	  HELLOCUPCAKE	  WEBSITE	  	  	  	  	  	  	  Above	  is	  ...
 	  	  LINK	  BUILDING	  &	  BLOGGER	  OUTREACH	  	  Search	  engines	  give	  sites	  with	  good	  inbound	  and	  outbo...
 Blogger	  Outreach	  	  	  	  One	  way	  to	  gain	  inbound	  links	  to	  Hello	  Cupcake’s	  website	  is	  through	 ...
Recommendation	  3:	  Reach	  out	  to	  Capitol	  Hill	  Bloggers	  and	  invite	  them	  to	  the	  new	  store	  openin...
 Example	  Blogger	  Outreach	  Email	  	  	  	  Ann	  Limpert,	  Editor	  of	  Washingtonian	  “Best	  Bites	  Blog”	  	 ...
 EMAIL	  MARKETING	  	  	  Email	  marketing	  is	  one	  of	  the	  most	  powerful	  and	  effective	  marketing	  tools...
Sample	  Email	  Blast:	  	  Below	  is	  a	  sample	  of	  an	  email	  blast	  that	  Hello	  Cupcake	  might	  send	  o...
  	     	                      	          	  	   	     	  TWITTER	  	  Using	  Twitter	  to	  market	  yourself	  or	  you...
•     Create	  tweets	  that	  travel-­‐-­‐A	  well	  crafted	  tweet	  that	  is	  entertaining,	  educational	  or	     ...
 Influential	  Twitterers	  	  	  Here	  is	  a	  list	  of	  influential	  twitterers	  that	  Hello	  Cupcake	  may	  wa...
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Hello Cupcake Digital Strategy Plan
Upcoming SlideShare
Loading in...5
×

Hello Cupcake Digital Strategy Plan

40,272

Published on

Georgetown University MPS-PR/CC

Hello Cupcake Digital Strategy Plan

Published in: Business

Hello Cupcake Digital Strategy Plan

  1. 1.         Hello  Cupcake  Digital  Strategy:     30-­‐Minute-­‐A-­‐Day    Recipe  for  Success     May  4,2011   Georgetown  University     Prepared  By:     Tess  Alberts   Shinett  Bogan   Tabitha  Brackens   Caroline  Gould     Laura  Wilson      
  2. 2. TABLE  OF  CONTENTS    A.  Executive  Summary  B.  Background     a.  Organization     b.  Industry     c.  Competitive  Landscape  Analysis    d.  Situation  Analysis  (SWOT)  C.  Branding  &  Target  Audience  D.  Goals  &  Strategy  E.  Tactical  Recommendations     a.  Website       i.  Competitive  Domain  Analysis       ii.  SEO       iii.  Website  Usability     b.  Email     c.  Social  Media       i.  Facebook       ii.  Twitter     d.  Reputation  management     e.  Mobile       i.  Mobile  Website       ii.  Location  Based  Marketing       iii.  QR  Codes          F.  30  Minutes  A  Day  G.  Budget  &  Measuring  Success  I.  Appendix     a.  Digital  Glossary     b.  Case  Studies     c.  Cupcake  Awareness  &  Brand  Research  Survey     d.  HelloCupcakeOnline  Usability  Testing              2    
  3. 3. EXECUTIVE  SUMMARY      When  it  comes  to  marketing  communications  in  2011,  companies  are  turning  their  focus  to  the  digital  realm.  The  following  plan  serves  as  a  roadmap  or  in  this  case,  “recipe”  to  success  in  the  online  space.  From  our  previous  discussions  with  you,  we  are  aware  that  you  are  skeptical  to  fully  engage  online  with  your  existing  and  potential  customers  since  you  are  not  sure  you  see  the  benefit.  Additionally,  your  time  is  very  limited  and  these  tasks  often  take  back  seat  to  running  your  company.  However,  we  hope  this  plan  will  give  you  a  better  understanding  of  the  importance  of  online  communication.      Katie  Paine,  CEO  of  KDPaine  &  Partners,  a  NH-­‐based  company  that  provides  customized  research  that  measures  public  relationships  and  brand  image  and  acclaimed  measurement  expert,  recently  posted  key  findings  from  an  annual  communications  report  that  put  numbers  behind  this  shift  in  media  relations  and  professionals  role  in  listening  to  and  taking  part  in  the  conversation.     • Social  media  is  winning  over  the  skeptics.  In  2008  just  66  percent  of  respondents  said  that  blogs   and  social  media  have  enhanced  the  practice  of  PR.  By  this  year,  81%  agreed  that  it  had   enhanced  the  practice.       • Another  dramatic  shift  found  this  year  was  in  the  credibility  of  social  media.  While  the  majority   gives  traditional  news  media  higher  credibility  scores,  this  year  fully  half  of  respondents  now   expect  blogs  and  social  media  to  be  honest,  tell  the  truth  and  advocate  for  a  transparent  and   ethical  culture,  up  from  just  40%  a  year  ago.     • People  seem  to  accept  the  fact  that  social  media  encourages  two-­‐way  conversations.  One   respondent  suggested  that  "new  media  enables  companies  to  quickly  learn  what  publics  and   consumer  are  saying  about  their  goods  and  services.  And  that  they  enabled  communications   "without  gatekeepers."    In  the  pages  that  follow,  we  have  provided  more  information  about  the  importance  of  online  communication  and  visibility,  as  well  as  specific  tasks  for  you  to  accomplish  to  establish  yourself  in  the  online  space.    We  have  tried  to  prioritize  our  recommendations  by  identifying  “urgent,”  “essential,”  and  “suggested”  recommendations  when  possible.    We  are  grateful  for  the  opportunity  to  participate  in  this  project,  and  hope  that  we  may  have  the  opportunity  to  work  with  Hello  Cupcake  on  this  exciting  and  challenging  assignment.  We  look  forward  to  discussing  our  thoughts  on  how  to  leverage  digital  media  to  build  awareness  for  Hello  Cupcake,  inspire  brand  loyalty  and  motivate  purchase.         3  
  4. 4. BACKGROUND    Organization    Hello  Cupcake  was  established  in  2008  by  Penny  Karas.    Hello  Cupcake  is  a  fast-­‐growing  boutique  cupcake  shop  offering  a  variety  of  gourmet  cupcakes  in  an  artfully  designed  space.  Hello  Cupcake  currently  has  one  location  in  DuPont  Circle  in  Washington,  D.C.  and  is  opening  an  additional  location  this  spring  in  Capitol  Hill.  This  year,  Hello  Cupcake  will  be  breaking  into  nationwide  delivery.  In  2010  company  had  gross  revenues  of  $1.3MM.          Penny  Karas  learned  to  cook  from  her  Greek  mother,  aunts  and  cousins.  Penny  prides  herself    on  making  everything  from  scratch  .  Penny  brings  the  "Greek  Mother"  philosophy  to  everything  they  do  at  Hello  Cupcake,  from  the  high-­‐quality  baked  goods,  to  the  sparkling  clean,  charming  and  inviting  environment,  to  the  friendly  and  helpful  staff.      Industry  For  the  past  decade,  cupcakes  have  become  a  pop  culture  trend  in  the  culinary  world.  The  trend  started  in  Los  Angeles  and  New  York.  In  Los  Angeles,  Sprinkles,  which  bills  itself  as  the  first  cupcake  bakery,  has  expanded  from  its  base  in  Beverly  Hills  to  over  twenty  locations  today.  Magnolia  Bakery  in  Manhattan  was    immortalized  in  Sex  and  the  City.      Before  we  knew  it,  cupcakes  were  the  new  black.  "Owning  a  cupcake  bakery  is  the  career  fantasy  of  our  times,"  declared  Vogue  magazine.  And  now,  if  industry  experts  are  to  be  believed,  having  a  cupcake  bakery  in  your  area  will  make  house  prices  rocket.  The  current  recession,  which  started  in  late  2007,  laid  the  groundwork  for  the  recent  proliferation  of  cupcake  stores  in  American  cities.  Lots  of  people  know  how  to  make  really  tasty  cupcakes,  which  are  simple  products  with  cheap  basic  ingredients.  Baking  cupcakes  doesnt  require  a  large  amount  of  capital  investment,  and  its  relatively  easy  to  scale  up  without  hiring  lots  of  workers.  It  takes  about  as  much  labor  to  produce  three  dozen  cupcakes  as  it  does  to  make  one  dozen.  Meanwhile,  storefronts  in  heavily  trafficked  areas  became  cheaper  with  the  decimation  of  local  retail.  And  so  in  the  past  year,  casual  baking  has  turned  into  an  urban  industry.        Hundreds  of  bakeries  devoted  to  cupcakes  have  popped  up  Washington  D.C.  and  across  the  United  States  over  the  last  decade.  As  it  becomes  an  increasingly  crowded  marketplace  it  becomes  more  imperative  for  individual  bakeries  to  differentiate  themselves  and  make  their  mark  in  the  industry.      4    
  5. 5.    SITUATION  ANALYSIS  (SWOT)  The  SWOT  analysis  below  identifies  Hello  Cupcake’s  organizational  strengths  and  weaknesses  as  well  as  outside  threats  and  opportunities  that  can  be  expounded  upon.         Strengths     Weaknesses     ·∙    Ingredients  are  fresh  and  local   ·∙    Brand  differentiation  is  unclear  in  a   ·∙    Loyal  customer  base     competitive  environment     ·∙    Penny  has  an  interesting  story   ·∙    Company  relies  too  heavily  on  traditional   ·∙    Cupcake  classes  are  unique     media       ·∙    Lack  of  time  makes  it  difficult  to  raise     awareness  of  company  and  the  product     via  online  community     Opportunities   Threats     ·∙    Social  media  platforms  can  act  as  free   ·∙    Without  online  engagement  and   online  advertisement   optimization,  the  company  can  get  lost  in   ·∙    Engaging  with  the  online  community  can   this  crowded  marketplace.   lead  to  more  in-­‐store  customers       ·∙  Online  engagement  allows  company  to     target  niche  markets  (vegans,  gluten-­‐free     eaters,  etc.)       ·∙    Increasing  online  visibility  can  lead  to     awareness                             5  
  6. 6.      COMPETITIVE  LANDSCAPE  ANALYSIS            The  company  dominating  the  market  share  is  without   doubt  Georgetown  Cupcake,  a  cupcakery  located  in  the   Georgetown  neighborhood  of  Washington,  D.C.  Sisters  Katherine  Kallinis  and  Sophie  LaMontagne  opened  the  shop  in  February  2008.  The  owners  have  a  similar  story  to  Penny  Karas:  Growing  up  in  Toronto,  Katherine  and  Sophie  learned  baking  from  their  Greek  grandmother.  As  kids,  their  grandmother  allowed  them  to  use  leftover  cake  batter  to  make  miniature  cakes,  such  as  cupcakes.    Before  opening  the  shop,  LaMontagne  was  working  for  a  venture  capital  firm,  and  Kallinis  worked  for  Gucci.  The  sisters  financed  the  shop  using  their  own  life  savings,  along  with  a  small  business  loan.  Their  mother  and  employee,  Elain  Kallinis,  also  helps  run  the  shop.    During  winter  and  spring  of  2010,  TLC  filmed  a  reality  series  at  Georgetown  Cupcake,  shadowing  the  sisters,  telling  their  story,  and  aspects  of  running  a  small  business.  The  six-­‐part  series,  titled  DC  Cupcakes,  aired  on  Fridays  in  July  2010  and  their  second  season  is  currently  airing.      Kallinis  and  LaMontagne  have  appeared  as  guests  on  numerous  other  television  shows,  including  the  Martha  Stewart  Show,  Rachel  Ray  show,  and  NBCs  Today  Show.    The  shop  sells  an  average  of  5,000  cupcakes  daily.  Each  day,  Georgetown  Cupcake  gives  away  100  free  cupcakes,  at  each  location;  they  announce  the  free,  not-­‐on-­‐the-­‐menu  flavor  on  Facebook  and  Twitter,  and  give  them  out  to  the  first  100  customers  who  request  them.  Reviews  are  always  positive,  with  the  exception  of  people  complaining  about  the  long  lines-­‐  yet  they  still  wait  in  them.                          6    
  7. 7.        Another  popular  cupcakery  is  Red  Velvet.  The  first  store   opened  in  December  2008  and  since  then  they  have  set  up   a  satellite  location  in  the  Dupont  Circle  store  of  their  sister  company,  TangySweet,  as  well  as  a  store  in  Tucson,  Arizona  and  have  plans  to  open  two  additional  stores  in  Northern  Virginia  in  the  next  year.  Red  Velvet  uses  ingredients  from  local  farms  as  much  as  possible  and  aim  to  minimize  waste  by  donating  their  leftover  cupcakes  to  area  shelters  and  nonprofit  organizations.        baked  &  wired    get  baked          Baked  &  Wired:  Although  not  just  a  cupcake  bakery  (offers  a  variety  of  baked  goods),  there  is  quite  a  bit  of  online  chatter  about  Baked  &  Wired’s  cupcakes  being  superior  to  Georgetown  Cupcake.  For  Baked  &  Wired,  quality  is  far  more  important  than  quantity  and  by  baking  in  small  amounts;  they  are  able  to  assure  the  customer  that  their  products  are  the  best.    Having  only  one  store  allows  them  to  focus  on  quality  rather  than  production.      New  to  the  Washington,  DC  scene,  but  one  of  the  first  in  the  cupcake  market  is  Sprinkles.  In  2002,  ,Candace  Nelson,  33,  and  her  husband  Charles  Nelson,  38,  both  investment  bankers,  visited  Candaces  sister  in  New  York  and  tried  the  cupcakes  at  Magnolia  Bakery.  Candace  believed  that  it  was  "time  for  cupcakes  to  stop  being  the  backup  dancer  to  cakes",  while  Nelson  remembered,  "I  get  the  cupcake  thing;  cupcakes  are  awesome.  But  we  were  like,  The  cupcakes  arent  that  great.  They  could  be  so  much  better  and  really  could  taste  a  lot  better".  They  took  it  upon  themselves  to  create  a  better  cupcake;  over  the  next  two  years,  they  developed  over  20  cupcake  recipes.                 7  
  8. 8. Company   Website   Twitter   Facebook   Other  Online   Tools/Additional   Comments     Hello  Cupcake   Serves  as  an  online   N/A   3,160  fans     brochure;  not  very   interactive.  Has  link  to   Facebook  page.  The  url   may  not  be  easy  to   remember.  Still  has  a   Valentine’s  day  class   offering  on  homepage   in  May.     Georgetown   Has  picture  of  two   21,551  people   106,152   Store  owners’  personal   Cupcake   sisters  right  on  the  front   following;   fans   Twitter  account  is  also   page,  shows  multiple   1,218    Tweets     linked  to  the  company   pictures  of  the  shop;   website:  personalizes   offers  online  ordering   customers’  experience     and  includes  widgets  to   even  more     Facebook  and  Twitter   accounts.       Red  Velvet   No  idea  of  what  the   444  people   2,145  fans     store  is  like;  looks  like   following;  259   you  only  buy  online.  No   Tweets     link  to  Facebook  or   Twitter  on  website.   Sprinkles   It’s  very  informative  and   49,685  people   268,745     has  a  nice  design,  but   following;       fans   lacks  a  personal   connection  like  the   Georgetown  Cupcakes   owners  have  capitalized   on.  It  does  have  widgets   that  link  to  its  Facebook   and  Twitter  pages.   Baked  &   Website  has  been  under    2,  811  people   1,768  fans     Word  Press  blog  serves  as   Wired   construction  for  quite   following;   website     some  time;  store  uses  a   1,046  Tweets   Word  Press  blog   instead;  looks  low-­‐ budget  and  lacks   professional    feel    8    
  9. 9. Target  Audience    Good  communications  planning  calls  for  the  identification  of  Hello  Cupcake’s  target  audience  before  developing  a  goal  and  strategy  to  maximize  Hello  Cupcake’s  online  presence.    We  have  defined  Hello  Cupcake’s  target  audience  by  creating  buyer  personas  to  help  you  understand  buying  behaviors.  A  persona  is  a  “fake”  member  of  your  target  market.  It  is  the  collective  summary  of  a  group  of  people  who  share  similar  interests,  demographics  and  worldviews.      Personas  help  you  put  a  name  and  a  face  on  impersonal  statistics  and  focus  your  strategy  around  what  specific  wants  and  needs  each  group  faces.  Developing  personas  for  each  type  of  consumer  can  help  you  better  serve  those  types  of  clients.  By  identifying  where  your  client  is  spending  time  online,  you  will  be  able  to  mirror  their  behavior.  By  actively  encouraging  current  and  prospective  customers  to  connect  via  social  media,  you  can  send  them  updates  regarding  new  products,  special  offers  or  events  that  will  drive  interest.        Why  do  this?  When  many  people  sit  down  to  think  about  their  target  market,  they  start  with  the  general  public.  When  you  start  to  look  at  each  individual  persona  story  you  create  relevant  communication  tactics  that  are  tailored  to  each  of  your  target  markets  based  upon  how  they  communicate  online.    We  have  created  personas  for  the  following  target  markets:     • Fit  &  Stylish  Student   • Chic  Working  Woman   • Savvy  Career  Mom   • Upscale  Mature  Woman                                     9  
  10. 10.                            10    
  11. 11.                         11  
  12. 12.                      12    
  13. 13.                                     13  
  14. 14. BRANDING    Every  product,  business  or  service  needs  a  Unique  Selling  Proposition  that  will  make  it  stand  out  from  the  competition.    A  brand  is  the  essence  or  promise  that  a  product,  service  or  company  will  deliver  or  be  experienced  by  a  buyer.  Hello  Cupcake’s  brand  is  the  world’s  overall  perception  of  the  bakery.  A  great  brand  engages  us  and  instills  trust  and  loyalty  within  us.  Conversely,  a  weak  brand  fails  to  grab  our  attention  and  break  through  the  crowded  marketplace.    The  essence  of  branding  is  sending  a  message  that  speaks  directly  to  your  target  audience.  That  is  why  it  is  so  important  to  clearly  understand  who  that  audience  is,  what  it  is  that  the  audience  wants  and  how  your  company  can  satisfy  that  want  better  than  any  other  competitor.    As  an  increasing  amount  of  cupcake  bakeries  continue  to  open  across  Washington  D.C.  it  becomes  extraordinarily  important  that  Hello  Cupcake  determine  what  exactly  it  is  offering  buyers  that  no  other  cupcake  bakery  can  truly  offer  them.  We  highly  recommend  that  Hello  Cupcake  take  steps  to  determine  its  USP  prior  to  implementing  any  strategic  digital  communications  plan.    Here  are  five  steps  to  determine  your  USP.      1.      List  the  features  and  benefits  that  are  unique  about  your  product  or  service.  Do  a  Google  search  and  compare  your  features  and  benefits  with  your  direct  competitors.  Identify  the  benefits  what  sets  you  apart.      2.      Decide  what  emotional  need  is  being  specifically  met  by  your  product  or  service.  Think  about  this  from  your  customers  perspective  and  add  it  to  your  list.      3.      Identify  aspects  of  your  product  or  service  that  your  competitors  cannot  imitate.  Put  a  star  beside  anything  that  cannot  be  easily  duplicated,  reproduced,  or  copied.      4.      Create  phrases  about  your  unique  product  or  service  that  are  short,  clear,  and  concise.  Use  the  words  from  steps  1-­‐3  that  you  singled  out.  Be  sure  they  can  be  easily  communicated  to  and  understood  by  your  customers.      5.      Answering  your  customers  primary  question:  "Whats  in  it  for  me?"  Make  it  to  the  point  and  state  it  as  a  benefit  to  the  customer.  Examples  of  this  are:       • Dominos  Pizza:  "You  get  fresh,  hot  pizza  delivered  to  your  door  in  30-­‐minutes  or   less…or  its  free."   • Target:  "Expect  more.  Pay  less."   • U.S.  Peace  Corp:  "The  toughest  job  youll  ever  love."   • FedEx:  "When  your  package  absolutely,  positively  has  to  get  there  overnight."  14    
  15. 15.             15  
  16. 16.       Goal  &  Strategy         16    
  17. 17. GOAL    To  leverage  digital  media  to  build  awareness  for  Hello  Cupcake,  inspire  brand  loyalty  and  motivate  purchase.    STRATEGY    We  have  created  a  4-­‐step  strategy  to  strengthen  Hello  Cupcake’s  current  online  presence.  We  recommend  that  Hello  Cupcake  take  the  following  approach  in  implementing  our  tactical  recommendations:      1.LISTEN-­‐  Before  you  can  actually  dive  into  the  digital  environment  you  need  to  evaluate  and  assess  how  people  are  talking  about  Hello  Cupcake  online.    2.Engage-­‐  Cultivate  lasting  relationships  and  build  brand  loyalty  with  consumers  by  getting  people  to  interact  with  your  brand  online.    3.  Act-­‐  Lead  customers  towards  taking  an  action  or  purchase.      4.Pass  It  On-­‐  The  final  step  is  to  have  satisfied  customers  tell  other  people  how  much  they  like  your  business,  products,  or  service.                         17  
  18. 18.       RECOMMENDATIONS         18    
  19. 19.     WEBSITE  OPTIMIZATION       The purpose of Hello Cupcake’s website is to make it simple and easy for customers to find your bakery, research and connect with Hello Cupcake and eventually purchase cupcakes online. Creating a strong online presence and offering current and potential new customers multiple ways to stay in touch is vital in today’s digitally connected world. Your website should serve as your communications and marketing “home base.” This is where you want people to begin when contacting Hello Cupcake for the very first time. Potential new customers will form their entire first impression of you based upon your website. Your website is also your “contact information” that you want your current customers to pass along to their friends, family, or colleagues that may be interested in Hello Cupcake. It is important that your website makes a memorable impression and provides those visiting your site with the information that they need. The first place that many of us turn when we have a question or are looking for an answer is to a search engine like Google. In order to be found when someone is looking for you or asking a question related to Hello Cupcake you must have a website that you update regularly, that others link to, and that involves itself in the conversation online.    We  want  the  Hello  Cupcake  website  to  be  found  online    when  people  are  searching  for  the  brand  itself  or    relevant  phrases.  How  can  we  ensure  this?  Through  implementing  the  tactics  we  outlined  throughout  this  section.           19  
  20. 20. Competitive  Domain  AnalysisAn overview analysis of Hello Cupcake’s website compared to three of its localcompetitors shows that the Hello Cupcake website has significant room forimprovement. Overall, the Sprinkles website www.Sprinkles.com scored highest inevery category.                        20    
  21. 21. SEARCH  ENGINE  OPTIMIZATION    The   term   “search   engine   optimization”   is   the   art   and   science   of  making  web  pages  attractive  to  the  search  engines.  Why  is  optimizing  your  website  for  search  engine  visibility  important?        A   2008     study   by   the   search   engine   marketing   firm   iProspect   found  that   49%   of   people   look   at   only   the   first   page   of   results   and   if   they  don’t   find   what   they   are   looking   for   on   the   first   page,   they’ll   change  their   search   terms   or   search   engine.   That   means   that   you   must  optimize  your  site  for  the  search  engines  using  a  variety  of  tactics  that  we’ll   out   line   below   so   that   your   site   appears   on   the   first   page   when  someone  searches  for  those  terms.   A  heat  map  shows  where  the     greatest  amount  of  clicks  are     on  the  first  page  of  Google’s     search  engine  return  page.      URL    HelloCupcakeOnline.com   is   not   an   ideal   keyword-­‐rich   URL   for   the   company.   Choosing   a  keyword-­‐rich   URL   is   important   not   only   for   search   engine   optimization   but   also   from   a   usability  standpoint.  When  a  company  uses  a  keyword-­‐rich  URL  it  helps  the  user  immediately  know  what  that  site  is  about.  Although  the  URL  HelloCupcakeOnline.com  is  the  company’s  brand  name,  it  is  not   easy   to   remember   and   could   be   easily   improved   by   exchanging     the   word   “online”   with  “DC”.           Suggested Recommendation: It appears that the URL HelloCupcakeDC.com   is available. This is a better choice for a URL than HelloCupcakeOnline.com   because it tells both the user and the search engine that the site is about the   specific bakery in DC.                   21  
  22. 22.    Page  Title    The  page  title  is  the  first  of  several  critical  pieces  of  real  estate  within  each  of  your  websites’  individual  content  pages.    The  page  titles  are  usually  a  good  indicator  to  tell  whether  or  not  a  site  has  been  optimized  for  search  engines.  A  title  tag  is  an  important  meta  tag  that  is  located  at  the  top  of  each  web  page  .  The  title  tag  should  contain  highly  searched  relevant  keywords.  The  title  should  not  be  too  long  or  contain  too  many  characters  or  the  reader  (and  the  search  engine)  may  not  get  to  see  the  entire  title  tag.      Some   web   designers/developers   prefer   to   create   a   generic   page   title   and   then   repeat   it  verbatim  or  in  some  variation  through  an  entire  website.  This  is  a  missed  opportunity  because  the  page  title  is  the  first  item  Google  looks  at  when  indexing  a  site’s  content  page  to  determine  the  page’s  relevance  to  the  keyword’s  found  within  the  particular  page’s  content.    A  page’s  title  also  becomes  the  clickable  link  that  Google  displays  within  its  search  results.    By  having  a  title  that  describes  the  content  on  the  page  using  targeted  keywords  Hello  Cupcake    is  both  increasing  the  likelihood  that  a  user  clicks  on  the  site  and  increasing  the  site’s  value  in  the  eyes  of  Google.    There   are   several   problems   with   the   title   tags   on   the   HelloCupcakeOnline.com   website.   The  title   tags   are   not   keyword   rich   and   they   are   not   unique   to   each   individual   page’s   content.  Currently  there  are  4  duplicate  page  titles  on  the  HelloCupcakeOnline.com  website.       Urgent Recommendation: The title tags on the Hello Cupcake website must   each be changed to include relevant keywords and reflect each individual pages   content. It is very important that this be done.                            22    
  23. 23. Meta  Description        A  META  description  is  another  valuable  piece  of  real  estate  within  each  individual  content  page  of   Hello   Cupcake’s   website.   The   META   description   field   is   found   in   your   site’s   HTML   source  code.      The   meta   description   is   a   brief   description   of   the   overall   website   which   is   created   by   the  website  owner.  Search  engines  sometimes   use   meta   descriptions  to   display   them   in   the   search  result   listing.     While   accurate   meta   descriptions   can   improve   the   number   of   people   who  “clickthrough”  they  wont  necessarily  impact  your  site’s  ranking  within  search  results.      It  is  a  common  problem  during  the  web  design  process  to  not  include    META  description  fields  on  your  web  pages.  Developers  tend  to  focus  on  the  design  of  the  site  and  do  not  necessarily  pay  intention  to  content  optimization  or  usability.    The  meta  description  should  employ  the  keywords  intelligently  (recommendations  follow  later),  but   also   create   a   compelling   and   attention   grabbing   description   that   a   searcher   will   want   to  click.  The  description  should  optimally  be  between  150-­‐160  characters.    The   Hello   Cupcake   website   has   the   same   meta   description   on   each   page.   This   is   a   lost  opportunity  to  grab  the  readers  attention  or  tell  the  reader  what  the  site  is  about.        It  is  very  important  to  differentiate  the  meta  descriptions  for  each  page  within  the  site.  By  using  identical  descriptions  on  every  page  of  its  site  it  is  not  helpful  to  the  reader  and  search  engine’s  do  not  like  this  because  it  does  not  accurately  depict  what  the  content  is  on  the  page.    Hello  Cupcake  should  strive  to  create  meta  descriptions  that  accurately  describe  each  specific  page  on  the  site.      Current  Meta  Description  on  every  page  of  HelloCupcakeOnline.com           Urgent Recommendation: If you dont have time to create a description for every single page, it is recommended to try to prioritize the content on your website. You can start by creating a meta description for the most critical or important URLs that are on your site like your home page and popular and frequently visited pages.         23  
  24. 24. Alt  Tags      An  alt  tag  is  an  HTML  tag  that  provides  “alternative  text”  when  non-­‐textual  elements,  which  are  typically  images,  cannot  be  displayed.  There  appear  to  be  no  alt  tags  on  the  images  on  Hello  Cupcake’s  website.  Alt  tags  are  important  not  only  for  search  engines  to  know  what  kind  of  content  is  on  the  site,  but  is  also  extremely  important  for  visually  impaired  readers  who  are  visiting  your  site  and  are  relying  on  the  alt  tags  to  know  what  is  in  the  image.    It  appears  that  no  keyword  research  has  been  performed  or  applied  on  any  alt  tags  on  the  site.     Essential Recommendation: It is recommended that Hello Cupcake add alt tags to the nontextual elements on the website. This is an easy fix and one that can be very valuable from an SEO standpoint. Alt tags should always describe what is in the picture but it is recommended to use keywords in the alt tags. Example: “Photo_of_Hello_Cupcake_Custom_Cupcakes”                                                24    
  25. 25. Pages  on  the  Website          We  analyzed  every  page  on  the  HellpCupcakeOnline.com  website  for  a  better  idea  of  what  can  be  improved  on  the  website.    We  analyzed  the  following  pages  on  the  site:      http://www.hellocupcakeonline.com/index.html  http://www.hellocupcakeonline.com/flavors.html  http://www.hellocupcakeonline.com/catering.html  http://www.hellocupcakeonline.com/anatomy.html  http://www.hellocupcakeonline.com/about.html  http://hellocupcakeonline.com/news/  http://hellocupcakeonline.com/news/classes/      Each  page  on  the  Hello  Cupcake  website  has  the  same  title  tags  and  the  same  meta  descriptions.  More  importantly  the  content  on  the  pages  is  sparse  and  does  not  provide  enough  depth  on  each  topic.  In  general  it  is  difficult  to  find  what  you’re  looking  for  on  the  website.        Website  Content      Your  site  must  feature  content  that  not  only  attracts  and  engages  humans,  but  also  registers  optimally  with  search  engines  and  the  “spiders  or  robots”  they  use  to  crawl  and  index  your  website.  Appealing  to  both  spiders  and  humans  is  not  easy.  The  spiders  are  driven  by  logic  and  algorithms,  and  humans  by  emotion  and  personal  preferences  and  needs.  We  highly  recommend  adding  more  content  to  the  site  specifically  about  unique  differentiators  of  Hello  Cupcake  such  as  its  online  classes,  catering  of  large  scale  corporate  events,  and  custom  cupcakes.    We  also  recommend  adding  more  pictures  to  the  website  specifically  regarding    corporate  events  and  weddings  that  Hello  Cupcake  has  catered.     Urgent Recommendation: More content and more pictures on the website that is frequently updated. Your website is not an online brochure for the bakery it is an information hub through which customers will judge your store. Your website must have the relevant and interesting information about the store that your customers and potential customers are looking for.     25  
  26. 26. Keyword  Research       Hello  Cupcake  should  target  keywords  that  have  a  high  local  monthly  search  volume  and  less   optimized  competition.  I  would  recommend  Hello  Cupcake  optimizing  for  the  search  phrases   “Cupcakes  in  DC,”  “Cupcakes  DC,”  “Best  Cupcakes  ,”  and  “Cupcakes  wedding”  These  are  the   keywords  that  are  highlighted  below.     Hello  Cupcake  should  also  focus  on  niche  keyword  phrases  for  some  of  their  gourmet  cupcake   flavors  such  as  “pumpkin  cupcakes”  that  may  have  the  greatest  chance  to  appear  on  the  first   page  and  also  may  create  the  opportunity  for  an  online  sale.     Hello  Cupcake  is  not  appearing  in  the  first  10  rankings  for  any  of  the  generic  search  terms  that   we  believe  would  be  a  good  fit  for  the  company.  We  think  that  taking  steps  we  previously  listed   in  the  last  section  such  as  changing  the  title  tags,  meta  descriptions,  and  using  keyword  rich   content  on  its  site  will  also  help  them  rank  higher  in  the  SERP  listings.       Another  way  to  improve  Hello  Cupcake’s  rankings  is  to  include  a  geographic  modifier  such  as   “DC”  or  more  specific  like  “Dupont”  or  “Capital  Hill”  in  the  keyword  to  help  narrow  down  the   competition.       Optimized  Keywords   Local  Monthly  Search  Volume   Competition   Competition  Hello  Cupcake     22,200   254,000   24,200  Cupcakes  in  DC   49,500   8,350   418  DC  cupcakes   49,500   464,000   30,700  Cupcakes  DC   49,500   32,800   625  Cupcakery   49,500   518,000   53,500  Cupcake  decorating   33,100   573,000   33,700  Birthday  cupcake   33,100   854,000   74,600  Best  cupcakes   27,100   315,000   11,200  Cupcake  bakeries   27,100   70,000   21,000  Cupcake  cakes   27,100   153,000   10,200  Baby  shower  cupcakes   27,100   441,000   45,900  Pumpkin  cupcakes   27,100   121,000   10,000  Wedding  cupcakes   22,200   881,000   63,800  Cupcakes  wedding   22,200   181,000   14,300             26    
  27. 27.  Google  Analytics        Google  Analytics  is  a  free  tool  that  shows  you  how  people  found  your  website,  how  and  what  they  explored  on  the  site,  and  how  you  can  enhance  their  visitor  experience  on  your  website.    Currently  there  is  not  analytics  tracking  on  your  website.  This  is  a  huge  wasted  opportunity  for  Hello  Cupcake.    Without  tracking  data  on  the  website  you  have  no  idea  how  effective  the  site  actually  is.  It  is  imperative  that  Hello  Cupcake  sign-­‐up  for  a  Google  Analytics  account  and  deploy  this  on  the  website  which  can  be  done  by  adding  a  simple  block  of  code  on  the  website.    With  the  information  provided  through  Google  Analytics,  you  can  improve  your  website  return  on  investment,  increase  conversions,  and  ultimately  increase  new  customer  acquisition  through  the  website.       Urgent Recommendation: It is extremely important to track who is visiting your website and what they are looking for on the site. We highly recommend that you sign up for a free Google Analytics account and ask your web developer to deploy this on the site right away.                                       27  
  28. 28.  WEBSITE  USABILITY        Currently  the  website  is  not    user  friendly.  It  is  somewhat  difficult  to  find  what  you  are  looking  for  on  the  site  because  information  is  not  clearly  labeled.  There  appears  to  be  three  different  menus  on  the  site  which  is  also  very  confusing  to  the  user.    The  Hello  Cupcake  website  could  benefit  from  an  updated  navigation  bar  at  the  top  of  the  page  that  more  clearly  indentifies  what  each  section  contains.  This  navigation  bar  should  be  consistent  throughout  browsing  the  entirety  of  the  website.    There  is  also  no  user  generated  content  on  the  website.  Hello  Cupcake  should  be  seeking  user  input  and  allowing  comments  and  interaction  on  the  site.  User  generated  comments  seem  much  more  believable  and  authentic  than  testimonials  that  could  be  canned  or  made-­‐up.      The  website  should  also  incorporate  Hello  Cupcake’s  social  media  accounts  throughout  the  site.         Essential Recommendations: Update the website so that there is only one navigation bar on the website. -Incorporate Hello Cupcake’s social media accounts throughout the site. -Allow user generated content on the site.                            28    
  29. 29.              MOCKUP  OF  HELLOCUPCAKE  WEBSITE              Above  is  an  example  of  how  Hello  Cupcake  may  want  to  consider  redesigning  their  website.  This  updated  design  allows  for  one  navigation  bar  at  the  top  of  the  website  that  is  clearly  labeled,  incorporates  Hello  Cupcake’s  social  media  accounts  so  that  the  user  is  able  to  find  other  ways  to  stay  in  touch  with  Hello  Cupcake  and  also  displays  pictures  more  prominently  on  the  homepage.       29  
  30. 30.      LINK  BUILDING  &  BLOGGER  OUTREACH    Search  engines  give  sites  with  good  inbound  and  outbound  links  a  higher  ranking  so  it  is  important  that  Hello  Cupcake  finds  relevant  sites  that  are  willing  to  link  to  it.  First  and  foremost,  Hello  Cupcake  must  have  great  content  that  these  sites  might  be  interested  in  linking  to.  Hello  Cupcake  must  ask  itself  the  question  "Why  would  anyone  want  to  link  to  us?"  Right  now  the  quality  and  content  of  the  site  must  be  improved  before  starting  a  link  building  campaign.  Inbound  links  also  help  to  build  trust  amongst  potential  customers  and  potential  visitors  of  your  website.  If  someone  sees  that  a  popular  site  links  to  you  then  they  may  be  more  likely  to  believe  that  what  you  have  on  your  site  is  of  value  to  them.  Once  the  content  of  the  site  is  improved,  Hello  Cupcake  has  numerous  promising  opportunities  for  link  building  on  its  site.    Play  Nice  and  Share  the  ‘Link  Love’.  It  is  very  important  for  your  website  that  you  make  those  linking  connections.  The  goal  of  search  engine  algorithms  is  determining  relevancy  and  value.  The  prevailing  theory  is  that  search  engines  will  assume  your  site  has  more  value  and  relevancy  if  other  sites  link  to  yours,  so  go  out  there  and  make  some  friends!  When  linking  to  your  site,  link  from  a  key  phrase,  not  always  your  bakery  name.  Instead  of  linking  from  “Hello  Cupcake,”  link  from  “  best  gourmet  cupcakes  in  DC.”  Search  engines  will  reward  you  for  this.          Think  of  search  engine  optimization  like  a  popularity  contest.  When  you  have  others  who  like  you  (link  to  your  site)    your  popularity  improves  (the  more  highly  ranked  your  site  becomes).  Links  to  your  site  are  the  3rd  party  vote  in  the  popularity  contest.  Generally,  the  more  people  “voting”  for  you  the  better.  But  don’t  think  that  all  links  are  created  equal.  Links  from  pages  that  have  tons  of  outbound  links  are  not  as  valuable  as  a  link  from  a  page  that  is  choosy  about  who  it  links  to.  You  want  links  from  higher  authority  sites  that  are  picky  about  who  they  will  endorse.  Remember  this  is  like  a  popularity  contest.  Getting  attention  (a  link)  from  the  ‘snobby  prom  queen’  who  doesn’t  like  just  anyone  means  more.            30    
  31. 31.  Blogger  Outreach        One  way  to  gain  inbound  links  to  Hello  Cupcake’s  website  is  through  what  it  is  commonly  referred  to  as  “blogger  outreach.”  This  is  somewhat  similar  to  traditional  media  relations  in  that  you  are  engaging  with  writers  that  create  content    online  and  whose  readers  may  be  interested  in  Hello  Cupcake.      Blogger  Outreach  Strategy:  To  engage  with  blogs/bloggers  that  have  readers  with  an  interest  in  cupcakes,  which  in  result  will  lead  to  elevated  awareness  of  the  brand  and  its  products,  particularly  in  niche  markets.           Recommendation  1:  Reach  out  to  Vegan  Bloggers  and  invite  them  to  try   Hello  Cupcake’s  vegan  cupcakes     • DC  Vegan  Blog  is  the  primary  source  for  all  things  Vegan  in   Washington  DC  and  around  the  World   • Competitor  Sprinkles  was  recently  featured  on  DC  Vegan  Blog:   A  blogger  posted  her  experience  at  Sprinkles  and  eating  a  vegan   cupcake,  which  “Unlike  their  nearest  cupcake  competitor,  Sprinkles  offers  a   vegan  cupcake  for  the  tired,  the  poor,  the  huddled  masses  yearning  to  eat  cruelty-­‐ free.”   • Sticky  Fingers  is  often  featured  on  the  blog      Recommendation  2:  Reach  out  to  Gluten-­‐Free  Bloggers  and  invite  them  to  try  Hello  Cupcake’s  gluten-­‐free  cupcakes   • DC  Gluties  Blog  is  a  very  popular  blog  for  Gluten-­‐Free   eaters  in  the  DC  area     • DC  Gluties  reached  out  to  Penny  in  2008  and  asked  for  her  gluten-­‐ free  flavors  and  gave  them  a  positive  review.  Penny  should  engage  with  her   again  (since  it’s  been  three  years  since  her  last  mention  of  Hello  Cupcake)  and  let   them  experience  the  store  and  urge  them  to  blog  about  it.     • DC  Gluties  has  a  personal  relationship  with  the  owners  of  Georgetown  Cupcake  after   they  reached  out  to  her  for  advice  on  gluten-­‐free  baking  tips  and  how  to  prevent  cross-­‐ contamination       31  
  32. 32. Recommendation  3:  Reach  out  to  Capitol  Hill  Bloggers  and  invite  them  to  the  new  store  opening     • The  Hill  is  Home  Blog  is  the  most  popular   blog  for  Capitol  Hill   • The  announcement  of  the  Capitol  Hill  store   was  announced  on  the  blog  in  a  post  entitled   “Hello  Cupcake  to  Open  on  Barracks  Row”   back  in  June  2010,  but  no  updates  since   then.          Recommendation  4:  Reach  out  to  General  Food  in  DC  Blogs   • Dining  in  DC  is  a  popular  food  blog  for   the  DC  area  and  Hello  Cupcake’s  1  &  2   year  anniversary  free  cupcake  specials   were  mentioned  on  the  blog,  but  that   is  it.  Penny  should  encourage  Lisa   Shapiro  (founder  and  also  a   Washington  Examiner  food  critic)     • DC  Foodies  is  another  popular  blog  for  the  DC  area.  Hello  Cupcake  was  only  mentioned   once  back  in  2008  and  it  was  the  announcement  of  their  opening.       • Washingtonian’s  “Best  Bites  Blog”  is  another  popular  food  blog  in  DC  that  commonly   covers    stories  about  cupcake  bakeries  and  may  be  interested  in  Hello  Cupcake.                    32    
  33. 33.  Example  Blogger  Outreach  Email        Ann  Limpert,  Editor  of  Washingtonian  “Best  Bites  Blog”    Hi  Ann,    Hope  all  is  well  with  you.    I  am  the  press  representative  for  Hello  Cupcake,  a  bakery  located  off  of  Connecticut  Avenue  in  Dupont  Circle.    You  may  remember  us  when  you  covered  our  grand  opening  in  2008.    I  have  followed  your  recent  articles  regarding  cupcakes  in  DC  and  it  would  be  great  to  continue  to  work  with  you  on  new  coverage  in  Washingtonian’s  Best  Bites  Blog  for  Hello  Cupcake.    As  you  may  know  Hello  Cupcake  is  opening  up  a  new  shop  on  Capital  Hill.  We  are  thrilled  to  be  opening  an  additional  location  and  are  looking  forward  to  sharing  our  cupcakes  in  our  new  neighborhood.      At  Hello  Cupcake  we  pride  ourselves  in  making  our  gourmet  cupcakes  fresh  and  from  scratch,  all-­‐day,  everyday  in  our  shops.  We  use  the  highest  quality,  fresh,  seasonal  and  local  ingredients  available.  We  currently  boast  over  50  flavors  ranging  from  the  simple  to  the  sublime,  along  with  seasonal  and  holiday  selections.    I’d  like  to  cordially  invite  you  to  Hello  Cupcake’s  opening  bash  on  Thursday,  May  19  from  5  p.m.  –  8  p.m.    During  this  time,  Hello  Cupcake  will  open  its  doors  to  members  of  the  media  to  taste  each  and  every  cupcake  that  Hello  Cupcake  has  to  offer.    We  challenge  you  to  determine  which  one  suits  you  best.    Would  you  be  interested  in  sending  a  Washingtonian  reporter  and/or  photographer  to  cover  this  event?    Additionally,  would  you  consider  linking  to  our  page  (www.hellocupcakeonline.com)  in  an  article?    All  my  best,  Carly  Cupcake      Carly  Cupcake  Press RepresentativeHello Cupcakewww.HelloCupcakeOnline.com       33  
  34. 34.  EMAIL  MARKETING      Email  marketing  is  one  of  the  most  powerful  and  effective  marketing  tools  available  to  businesses  today.  If  you’re  trusted  by  your  subscribers  and  provide  valuable  information,  they  will  look  forward  to  receiving  your  emails  and  are  more  likely  to  open,  click  through,  share,  and  convert  on  your  emails  into  purchases  in  your  store  or  online.      Email  marketing  is  highly  effective  for  a  variety  of  reasons:     • It  allows  targeting   • It  is  data  driven  -­‐  educate  and  inform  your  customers   • It  allows  for  more  frequent  customer  contact,  which  translates  into  higher  revenues.   • It  builds  relationships,  loyalty  and  trust  and  name  recognition   • It  supports  sales  through  other  channels  -­‐  pushing  clients  to  your  website  and  pulling   information  from  them   • Its  immediate  and  can  generate  quick  results   • With  a  "Forward  Email"  link  you  could  increase  your  customer  base  two-­‐fold        Hello  Cupcake  is  missing  an  opportunity  to  connect  with  it’s  customers  via  email.  Each  time  Hello  Cupcake  has  an  event  or  is  offering  a  special,  cupcake  customers  should  be  notified  through  all  digital  channels  including  email.       Urgent Recommendation:  Keep  your  customers  updated  via  email.  A  simple  email  blast   showing  a  special  or  seasonal  event  is  easy  to  put  together  and  highly  effective.  This  is  especially   important  to  do  this  around  holidays  such  as  Mother’s  Day,  Valentine’s  Day,  Halloween,  or   Christmas  when  people  are  highly  interested  in  purchasing  cupcakes.  This  may  be  a  significant   online  revenue  driver  once  Hello  Cupcake  begins  to  sell  cupcakes  online.                    34    
  35. 35. Sample  Email  Blast:    Below  is  a  sample  of  an  email  blast  that  Hello  Cupcake  might  send  out  to  alert  its  customers  of  an  upcoming  seasonal  special.  We  also  included  a  button  where  fans  can  click  to  link  back  to  the  HelloCupcakeOnline.com  website  so  that  they  can  purchase  cupcakes  on  the  site.                                                     35  
  36. 36.                TWITTER    Using  Twitter  to  market  yourself  or  your  business  requires  a  bit  more  thought  than  simply  following  and  retweeting.    Before  you  start  tweeting  away  at  random,  take  some  time  to  do  your  research  properly.  By  now  you  have  a  thorough  understanding  of  your  target  audience  so  maximizing  your  use  of  twitter  is  now    a  case  of  identifying  the  key  influencers  and  authority  figures  in  your  industry  .      You’ll  find  that  some  players  (e.g.  competitors)  in  your  market  are  much  more  advanced  than  others.  These  power  tweeters  are  probably  picking  up  incremental  business  from  Twitter  as  a  result.      To  find  your  key  influencers  on  twitter  you’ll  have  to  do  searches  for  keywords  in  bios  (try  TweepSearch.com),  for  what  people  actually  tweet  about  (check  out  Twazzup.com  andHashtags.org)  and  even  their  usernames  (Twitter  Search).  Once  you  have  a  list  of  influential  users,  you  have  defined  your  targets  and  we  can  Tweet  on.    Gaining  a  big  following  is  important,  but  having  30,000  random  followers  is  nowhere  as  effective  as  being  connected  with  the  right  ones.  Twitter  is  about  spreading  information  and  getting  others  to  pass  it  on  to  their  networks  (retweets).  A  handful  of  influential  tweeters  spreading  your  message    will  have  a  powerful  impact,  both  in  terms  of  stirring  up  interest  and  for  credibility.  An  added  benefit  of  social  mentions  on  Twitter  is  that  search  engines  like  Google  are  crawling  through  all  global  tweets  on  a  daily  basis  and  it  will  help  your  ranking  and  SEO.      When  the  strategy  is  in  place  it’s  time  have  a  tactical  look  at  your  Twitter  activities.      Here  Are  Some  Key  Steps  to  take  in  Improving  Hello  Cupcake  on  Twitter:       • Get  your  Twitter  profile  in  shape  with  a  full  bio  and/or  company  description     • Target  the  influencers  in  your  industry,  both  customers  and  competition.  Do  searches   to  find  their  Twitter  handles  and  start  following  them.       • Link  your  Twitter  account  to  another  social  platform  where  visitors  can  start  a   conversation.  This  could  be  a  Facebook  Page  or  your  blog  which  allows  people  to   comment  on  posts.    36    
  37. 37. • Create  tweets  that  travel-­‐-­‐A  well  crafted  tweet  that  is  entertaining,  educational  or   remarkable  is  likely  to  take  off  in  the  Twittersphere.  It’s  a  fact  that  people  will  share   things  that  make  them  look  good  so  give  your  followers  a  compelling  reason  to   spread  your  Brand.       • Identify  and  share  quality  content  every  day.  Be  the  first  person  to  share  a  well   written  article  and  you  will  be  retweeted.     • Be  sure  to  utilize  hashtags  whenever  possible,  such  as  #HelloCupcake  or  #cupcakes  –   Twitter  users  carry  out  searches  on  these  terms  24/7  so  it  increases  your  chances  of   being  retweeted.     • Encourage  your  website  visitors  to  follow  you  on  Twitter.  Make  it  very  obvious  to   first-­‐time  visitors  what  your  Twitter  username  is  and  invite  them  to  engage  with  you.    Monitor  and  measure  your  success  Make  the  effort  to  follow  up  and  see  what  is  working  and  what  isn’t.  Avoid  making  Twitter  a  big  waste  of  your  time  by  consistently  following  up  on  your  results.    Most  tweeters  will  judge  their  success  by  the  amount  of  followers  they  have.  While  this  number  does  play  a  part  in  attracting  new  followers,  there  are  plenty  more  metrics  to  look  at:     • Listings:  how  many  lists  are  you  included  on   • Retweets,:  and  retweets  of  the  retweets   • Potential  reach  from  those  retweets  (who  retweeted)   • Website  traffic  as  a  result  of  Twitter  (check  Google  Analytics)   • What  Twitter  users  has  your  company  Twitter  account  added  to  its  own  lists?   • Some  useful  tools  for  monitoring  and  measuring  are  Twitter’s  own  search  function  as   well  as  Social  Mention,  Trackur  and  Radian6.  There  are  plenty  more  tools  out  there,   new  ones  seem  to  be  popping  up  every  day  so  keep  your  finger  on  the  Twitter  pulse   and  try  out  new  tools  as  they  come  out.                             37  
  38. 38.  Influential  Twitterers      Here  is  a  list  of  influential  twitterers  that  Hello  Cupcake  may  want  to  engage  with  online.  You  can  start  engaging  with  someone  on  twitter  by  first  “following  them”  and  then  starting  a  conversation  with  them.  You  may  want  to  tweet  something  to  them  that  he/she  may  be  interested  in  or  reply  to  something  that  he/she  has  tweeted  on  twitter.          DC  region:    http://twitter.com/DCist_Updates  |  24,648  http://twitter.com/pqliving  |  822  http://twitter.com/TheGeorgetownr  |  1,084  http://twitter.com/borderstan  |  2,161  http://twitter.com/BtchesWhoBrunch  |  1,103  http://twitter.com/nycnell  |  1,740  http://twitter.com/metrocurean  |  6,504  http://twitter.com/washingtondc  |  11,531  http://twitter.com/welovedc  |  11,543  http://twitter.com/365thingstododc  |  1,254    Food  Bloggers:    http://twitter.com/bakingaddiction  |  5,505  http://twitter.com/EatThisNotThat  |  73,122  http://twitter.com/Delishcom  |  5,037  http://twitter.com/Barry_Estabrook  |  3,  827  |  CA  http://twitter.com/CeliacChick  |1,981  http://twitter.com/glutenfreegirl  |  52,708  http://twitter.com/wellsphere  |  2,475  http://twitter.com/racheltepper  |746                            Male  Blogger:  http://twitter.com/mansguidetolove  |  10,408                    38    

×