This document provides an analysis and recommendations for improving the online marketing strategy of City Wok restaurants. It summarizes City Wok's current strategies, including their website, SEO, social media, email marketing, and local search presence. It finds several areas for improvement, such as developing mission and vision statements, optimizing keyword strategy and website content, increasing social media engagement, improving mobile marketing, and claiming/updating all directory listings. The document proposes a new marketing strategy focusing on these areas to increase City Wok's online visibility, sales, and customer engagement.

1. City Wok
Amplified Affiliates:
Kimberly Bak
Kristen Bak
Juan Juy
Alex Ross

2. Background About Amplified Affiliates
• We are an internet based marketing agency located in
Santa Ana, California.
• Our mission statement is to create content that inspires
and educates the world.
• Our 5 year vision statement includes having annual
revenues of $5 million consistently by providing excellent
customer service and reasonably priced internet marketing
services.

3. Current Marketing
Strategy

4. City Wok
• Company Overview:
o Mission statement: None
o Vision statement: None
o Objectives:
o Critique current online marketing strategy
o Develop a new online marketing strategy
o Ultimately, increase catering and online ordering sales for
City Wok Restaurants

5. Homepage Asian dining delivery chinese restaurant order chinese online
On the Menu Chinese food Beef chinese shrimp dinner city wok menu
Online Order Online order Chinese food Palm desert chinese
Catering Chinese catering City wok catering food catering
Locations &
Company
None
Employment City wok employment jobs city wok restaurant jobs
News None
Contact Us None
Current Keyword Strategy

6. Current Keyword Strategy

7. Current SEO Keyword Rankings

8. Current SEO Keyword Rankings

9. Current SEO Keyword Rankings

10. Overview of Website SEO
Negatives:
• Press releases and news content
section not regularly updated
• A few of website pages lack keywords
• Inconsistent content:
o Descriptions of menu items are
not detailed
o Not naming pictures with SEO
descriptions
o Not utilizing a blog
• Employment page should match URL,
currently its under the “Join-the-Team”
URL
Positives:
• All pages have a description meta tag
• All pages have a title tag
• Currently utilizing using Yelp,
TripAdvisor, Foursquare, Facebook
and Twitter tags on the website
• Currently utilizing Google Analytics on
each page of website

11. What Are Competitors Doing?
• Panda Express is doing
similar website SEO as
City Wok
• Panda Express is not utilizing
a blog
• Panda Express is also not
utilizing a current news or
daily update section
• Heavy focus on connecting
with customers via social
media platforms

12. Website Layout & Lead Generation
• Landing Pages:
• No current landing pages found
• All pages lead directly to website
pages
• Unable to track sales results and
determine converisions
• How do you know what’s working?
• Utilizing “Left to Right” template:
o People read left to right
o Low recall and readership
o Ideal for lead generation
• Utilizing Red and Yellow buttons which is
great for lead generation

13. Catering
• Catering is the greatest objective for
maximizing sales online
• Catering sales = Higher ROI
• No menu page is given
• No application/form to fill out
• Number is highlighted in red/yellow to
stand out for lead generation purposes
• Page objective: Email or Call Stuart
Davis
• Right to left template but nothing to
click on the left (Catering button leads
back to same page)

14. What Are Competitors Doing?
• Catering Page:
• Download a catering menu
• Calling number
• Number and Menu in red colors
• Pick Up Stix is using “Right to Left”
website template:
o Not focusing on lead generation
o Focus for visitors to read the
website thoroughly

15. Email Marketing
• Inconsistency of emails
(only 1 email sent in 2 weeks)
• Email coupons cannot be used for
online ordering
• Emails consist of E-Club
members and promotions
• Joining E-Club:
o Offering free entree worth $8.00
for signing up
o Only able to choose from
Palm Desert and Studio
City as favorite locations for coupons

16. What Are Competitors Doing?
• Panda Express utilizes Email
marketing
• No free entrees for signing up
• “Forward to a Friend” emailing
• Links to “Food” & “Locations”
sections in emails
• Emails consist of special offers,
news, and product announcements
• Example: April Fish Day

17. Emailing Coupons
• Coupon is in honor
of 24th anniversary
• Only two locations
to choose from
(No airport locations)
• Must print coupon
in order to use coupon
• High concern of repeat
coupon users

18. What Are Competitors Doing?
• Panda Express and Pick
Up Stix use coupons
• Ability to print or show on
mobile device
• Not using mobile
scanning coupons
which could improve
tracking and repeatable
coupon customers

19. Mobile Marketing
• Current location-based marketing applications: Yelp,Yellow Pages,
Tripadvisor, GrubHub, MenuPages, Foursquare, Healthy Dining
Finder, UrbanSpoon, ChineseMenu
• Pay-per-click ads such as mobile
display ads are not being utilized
• Not able to use coupons from mobile
devices
(Must print from a nearby computer)

20. Pay-Per-Click
• Not utilizing Pay-Per-Click advertising
• Focusing on organic search traffic
• Citywok.com = 590 organic clicks per month
• Pandaexpress.com = 60,000 organic clicks per month
• Panda Express have never used Google AdWords

21. Current Social Network
Strategy
Facebook, Twitter, YouTube & Google
Note: YouTube Channel Nonexistent

22. City Wok’s Facebook Page
● 1087 likes
● Using the hashtags
#CityWok and
#ChineseFood
● Posting daily
● 0.1% of fans
“liking” posts (not
connecting and
engaging)
● Lacking quick
communication to
customers

24. What are City Wok’s Competitors Doing?

25. City Wok’s Twitter Page
● 231 followers
● Using hashtags #CityWok
and #ChineseFood
● 3 different locations in
SoCal listed but there are
only 2 locations.
● Inconsistent posting
(Between 5 and 6 days
between Twitter posts)
● Linking Facebook
postings to Twitter
account
● No interactions/ retweets

26. How City Wok’s Competitors use Twitter
● Panda Express has yet to “tweet” on
Twitter
● Panda Express About me section
states: “Wish we could tweet but
we’re busy wokking up Panda
favorites. Orange Chicken, anyone?
Connect with us on Facebook.”
● Pick Up Stix is linking Instagram
posts to Twitter
● City Wok needs to stop tweeting, but
keep the account active

27. City Wok’s Google+ Pages
● Studio City: Not claimed, no updates, profile
picture from customer, city name is San
Fernando Valley (no mention of Studio City)
● Palm Desert: Not claimed, no updates
● Virginia Airport: Not claimed, no updates
● Denver Airport: No Google Plus account

28. City Wok Google Maps Pages
• Pages have not been
claimed
• Only utilizing one
category
• No owner description
comment
• Studio City showing
San Fernando Valley

29. How City Wok’s Competitors Use YouTube
● Panda Express, Pick Up Stix,
and P.F. Chang’s have
YouTube accounts
● Producing video content of
new products,
promotions/video contests,
and brand awareness
● Panda Express averages
4,000-5,000 views per video
● Pick Up Stix averages 1,000 to
2,000 views per video

30. How City Wok’s Competitor Uses Instagram
● Pick Up Stix
“regrams”
customers photos
of them eating
company products
at their locations
● Pick Up Stix posts
advertisements to
introduce new
products and let
customers know of
current promotions

31. Current Local Strategy
Directories: Yelp, Yellow Pages &
FourSquare

32. Current Local Search
• Ranked #1 chinese food in Palm Desert • Ranked #3 chinese food in Studio City

33. City Wok’s Yelp Pages
Facts:
● Studio City: 173 reviews, 3.5 stars
● Palm Desert: 85 reviews, 2.5 stars
● Denver Airport: 17 reviews, 2.5 stars
● Virginia Airport: 15 reviews, 3.5 stars
Things to note:
● Low reviews from Palm Desert and
Denver Airport locations
● No company feedback on negative or
positive comments
● Reviewers “like” negative comments

34. Competitor’s Have Similar Issues
• Several Panda
Express locations are
are not claimed on
local directories
• Example: Yelp

35. City Wok’s Yellow Pages
Facts:
● Studio City: 4.5 stars, 6 reviews (Positive reviews)
● Palm Desert: 2.5 stars, 3 reviews (Mixed reviews)
● Denver Airport: Not listed
● Virginia Airport: Not listed
Things to note:
● Information is current
● Both airport locations are lacking Yellow Pages
● Negative review & lack of company response
● Utilizing 3 categories (can expand)

36. City Wok’s FourSquare Page
Facts:
● Studio City: 1,082 visitors, 2,520 check-ins, 7.1 rating, 45 tips (Mostly
positive reviews)
● Palm Desert: 269 visitors, 407 check-ins, 9 tips (Positive reviews)
● Virginia Airport: 241 visitors, 306 check-ins, 10 tips (Positive reviews)
● Denver Airport: 303 visitors, 349 check-ins, 5.9 rating, 17 tips (Mixed
reviews)
Things to note:
● Over 3500 check-in’s combined
● Over 1800 visitors combined
● Over 60 customer reviews
● The mayor has checked in 6 times in the last 60 days (Once every 10
days!)
● Unclaimed pages and uncurrent information

37. New Marketing
Strategy

38. New Strategy Overview
• Develop mission & vision statements
• Focus on:
o Keyword Strategy, Email Marketing, Mobile
Marketing, Directories, Website, Search Engine
Marketing and Social Network implementations

39. Mission Statement
● Create a mission statement
○ A mission statement provides a clear vision of purpose and
where the business is going.
○ The mission statement answers, “Why do we exist?”
● Competitor’s mission statement
○ Panda Express: “Deliver exceptional Asian dining experiences
by building an organization where
people are inspired to better their lives.”
○ Pick Up Stix: No mission statement found

40. Vision Statement
• Create a vision statement
o Vision statement identifies and describes the future success of the
business
o A vision statement answers, “Where do we want to go?”
• Competitor’s vision statement
o Panda Express ‘Year 2020’ vision: “To be a world leader in people
development to become loved by our guests.”
o Panda Express “1973 Panda Inn” original vision: “Make Life Delicious”
o Pick Up Stix: No vision statement found

41. New Keyword Strategy
Homepage asian cuisine chinese food authentic chinese food authentic chinese food
Los angeles
chinese food Studio City
On the Menu chinese shrimp city wok menu chinese chicken chinese beef beef chinese
Online Order online order order online studio city delivery chinese order online order chinese online
Catering chinese catering gourmet catering catering chinese food chinese delivery studio
city
chinese food delivery
studio city
Locations chinese restaurant Los
angeles
chinese restaurant Palm
Desert
chinese restaurant Studio
City
restaurants in palm
desert
palm desert restaurants
Company chinese restaurant restaurant in palm desert restaurant in studio city chinese takeout menu chinese hollywood
Employment restaurants that are hiring restaurant jobs Los
angeles
News Best chinese food in Los
angeles
best restaurant in palm
desert
best restaurant in studio
city
restaurant in studio city restaurant in palm desert
Contact Us city wok Studio City chinese food Los angeles chinese food Palm
Desert
great chinese great restaurants

42. Why Keyword Strategy Will Work?
• A detailed keyword strategy lays the
foundation for an effective online
marketing strategy
• Use of Low, Medium, and light High
competition keywords
• Mixing of Short-tail and Long-tail
• Utilizing a mixture of General and Local
keywords
• Every page will have keywords that relate
back to page

43. SEO Website Implementations
• Create a City Wok Blog
o Example for the blog: Customer experiences/testimonials, new food choices,
specials, contests, etc.
o Possibly create a monthly CEO blog/newsletter section to enhance credibility
• Employment page should match URL, currently its under the “Join-the-Team” URL
• Further analyze Google Analytics’ metrics to better understand customers
• Update content and press releases in news section
• Use SEO descriptions to describe pictures
• Update keywords for all the pages
• Create more content on menu page
o Prices and ingredients/food descriptions

44. Email/Mobile Marketing Implementations
• Increase emails to customers
• E-Club sign up changes:
o Coupons must include a review
on an online directory
• Must show the review on a mobile device
• Ability to use the coupons at two airport
locations to appeal to business customers
• Produce and develop mobile friendly
scanning coupons
o Environmentally friendly
o Track repeat customers
• Allow coupons for online ordering at the
two Southern California
locations

45. Off Page SEO Implementations
• Wikipedia:
o Create a City Wok Wikipedia page
o Highlight the four different locations
• Utilize Pay-Per-Click
o Display Ads on mobile devices
 Retargeting
o Google AdWords Campaign
 Increase exposure and increase website traffic
 Emphasize location and demographic targeting
• Increase backlinks from the website
o City Wok has 451 backlinks
o Panda Express has 64,299 and Pick Up Stix has 1,969 backlinks
o Currently, substantially below competitors

46. Directory Implementations
• Yellow Pages :
o Claim all City Wok locations
o Create a City Wok Virginia Airport Yellow Page location
• Yelp:
o Claim Denver Airport location
o Increase the ratings on Yelp since most are mixed
 Example: A possible giveaway for a review
• Foursquare:
o Claim all City Wok locations
o Update missing information on each location for accuracy
o Recognize and reward highly repeating customers

47. New Social Network
Strategy

48. Facebook Improvements
• Respond to customer comments and questions in a
timely manner
• Create contests (like Panda Express) to incite customer
interaction, give away gift cards as prizes
• Add more Facebook exclusive coupons to generate
more likes
• Run a promoted/sponsored campaign to increase
exposure

49. Creation of City Wok on Youtube
• Create a YouTube account
• Benefits:
o 2nd largest search engine (25% of all Google searches)
o Comments can help with SEO
o Post fan videos of consumers eating company product (create
humorous videos for all to enjoy)
o Create exposure with numerous views of these videos
o Video content consists of new promotions, contests and brand
awareness

50. Creation of Instagram Account
• Create a City Wok Instagram account
• Benefits:
o Utilize keyword strategy hashtags
o Interact with customers
o “Regram” customers eating products
o Create exposure and brand awareness
o Increase appeal to younger demographic
o Ability to inform about new locations,
promotions and contests

51. What We’re Going To Do For You
• Develop an effective keyword strategy and increase backlinks to boost
your online presence
• Increase your ROI with increased traffic which will ultimately assist with
maximizing sales
• Optimize your social media platforms to engage with customers
o Respond to customers in a timely manner
• Update and claim online directories with accurate/current information
• Establish and update an Instagram, Youtube, Wikipedia page, and a blog
on a daily basis
• Revamp E-club with mobile friendly coupons/codes

52. Why Should You Hire
Amplified Affiliates?

53. Why Work With Us?
• We are a very reputable and established company
• We offer several exclusive benefits for our clients
including a dedicated Account Manager
• We understand small and large business marketing
objectives and capabilities
• We are also extremely knowledgeable and successful in
online marketing
• Finally, we will do great things for your company

54. Thank you!
Any questions?