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Marketing Plan for Alex H.
Restaurant
Created by: Emily Gutenstein
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2. Table of Contents:
Social Media……………………………………………………………………………....….page 3
Facebook………………………………………………………………..………..…page 3­4
Twitter……………………………………………………………………...………….page 4­5
LinkedIn…………………………………………………………………..…....……..page 6­7
Social Media Posting calendar……………………………………………….……….……page 7
What not to Post on Social Media…………………………………………..……….……..page 8
Facebook………………………………………………………………………….….page 8
Twitter…………………………………………………………………………….......page 9
LinkedIn……………………………………………………………………………....page 9
Lunch Menu…………………………………………………………………………………..page 9
25th Anniversary……………………………………………………………………………..page 9­10
New Ideas…………………………………………………………………………………….page 10
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3. The benefit of having your business on social media tremendous. When a business expands
online, the so called footprint of the business is created. This establishes credibility for your
business and will get more people into your restaurant.
Facebook:
Currently on your facebook page, you have 90 likes and 2 visits. Since Alex H has been around
for 25 years, I would imagine the likes to be much higher. What I hope to accomplish during my
time with the restaurant, is to increase the likes of the Facebook page to 200 or more. This can
be accomplished by promoting your business on Facebook and posting at least three times a
week.
The last post on your Facebook page was almost a year ago, however all of the posts where
shared. This is a good step in accomplishing our goal because when people share a post, their
friends see it and click on it. When they click on the shared link, they will promoted to Facebook
page and like the page.
How to get people to share and comment your on Facebook posts:
When creating a post on Facebook, you want to keep your posts under 40 characters. This may
not seem like much to get your point across. But when it comes to Facebook, if your post is too
long then people will scroll past it because of the length. You want to get people engaged in
what you are posting about. When thinking of something to post on Facebook, you want to think
of questions to get the audience to comment and share your post. When you post questions on
Facebook, your audience will feel a connection on a personal level and that will get them to
respond.
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4.
Instead of just posting text, you should also add a picture to go along with your text. This pulls
attention to your post which will get more people to visit your page. Since your business is a
restaurant, posting pictures with your text is a strong suggestion. Posting pictures along with
your text, shows your audience how amazing your food looks. This will stir up emotions of
nostalgia and they will come back to your restaurant.
Here are some examples of Facebook posts​:
“Check out our new lunch dishes! What is your favorite dish at Alex H?”
● accompany this post with a picture
“Are you excited for our new lunch dishes? We can’t wait to see your face when you try them!”
● accompany this post with a picture
“Have you seen our new blog? Stay connected with us by creating some of our dishes! Click the
link below”
● accompany this post with a link to the blog and/ or a picture
Twitter:
On Twitter, the restaurant has 13 followers and 4 tweets. I would like to raise this number to at
least 100 followers by the end of March. The same way to raise your Facebook following, is the
same way to raise your Twitter following; by posting at least three times a week.
The Twitter post was almost a year ago, and it received no retweets, replies, or favorites. Your
followers should be in the same range as your tweets. This is a good rule of thumb when using
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5. twitter. When people see that your restaurant is tweeting often, they will look at your website
and Facebook page.
How to get retweets:
The ideal length for a tweet is 100 characters. On Twitter you can get away with more words
because it may take longer to convey your message than a Facebook post. With Twitter, you
want to make sure that you do not follow inappropriate content. This is more of a presence than
it is on Facebook, because Twitter is more informal outlet than Facebook.
Because of the informal atmosphere of Twitter, your posts should read like you are talking to a
friend rather than you are talking to a customer. My suggestion when posting on Twitter is you
post mostly pictures and retweet pictures from food blogs and other restaurants.
Here are some examples of Tweets:
“Getting ready for the dinner rush #dinnertime”
● accompany this tweet with a picture of one of the chefs
“New desserts! #sweets #tryingnewideas”
● accompany this tweet with a picture a picture of a new dessert
“It’s is time for lunch at Alex H #excited #areyoureadyforyummyfood? # lunchtime”
● accompany this tweet with a picture of the lunch menu
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6. LinkedIn:
On linkedIn you only have 4 followers. I would like to raise this to 50 followers by the end of
May. Your restaurant is one of the only restaurants that has a LinkedIn page, this gives you
leverage on your competition. You want to post on LinkedIn about every week or so because
LinkedIn is a professional and you are mostly using it to communicate with other businesses.
Since your restaurant is fairly new to LinkedIn, you want to have new updates on your page.
You can link your website to LinkedIn and you can even post about your LinkedIn page through
other social media platforms like Facebook and Twitter.
How to get more followers and how to post on LinkedIn:
You want your posts on LinkedIn to be around 20 characters when marketing to a business. If
you are marketing to a customer, you want your posts to be around 25 characters. Other
businesses want a post that is being marketed to them, to be concise. While customers would
want a little more information about the subject.
You do not want to post pictures to your LinkedIn page. You want to refer to a blog post or to an
article that your business was being promoted in. LinkedIn should serve as a vehicle to promote
your other social media platforms. You could promote the usage of the television on a blog and
post that blog on your LinkedIn profile. With LinkedIn, you want to promote your business
anyway you can. You should post a blog about the new menus or about a special offer. You
also might want to promote that you are a family own business, people like that about
restaurantes
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7. Here are some examples of LinkedIn posts:
“A family run business...for 25 years and STILL GOING (link to a blog about the family aspect of
the business)
“New lunch menus! Let’s fuse the old with the new” (link to a blog about the new lunch fusions)
“Having a business meeting and in need of tasty food and a presentation space?” (link to blog
about the benefit of having a television to present on) This type of post could be posted on both
Facebook and Twitter to promote the presentation space.
Social Media Posting Calendar:
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8. In this calendar, you can see that posting almost every other day would be ideal. I set up this
calendar as a guideline for posting. You want to be posting on two social media platforms each
day. As you can see above, I have mixed the platforms with each other to intertwine them so
that the people who are following you on Facebook will see a link to your LinkedIn page and
vice versa. For the days that have been split, this means that a day where you produce an
editorial, no matter what platform you are posting on, you want to promote it on another social
media. You also want to have some variety when posting, meaning that you do not want to just
be posting editorial content.
What not to post on Social Media:
There are things that you do not want to post on any social media website. These things would
include things that would be deemed inappropriate, such as curse words, inappropriate pictures
and so on. Remember that you want to keep your social media clean because these social
media websites will represent your business!
Facebook:
For Facebook, you want to keep your content formal and concise because you should be
posting in less than 40 characters. You do not want to be too formal but you also do not want to
be too informal. For example, you should not post with any form of slang words or with any
hashtags! (This is what twitter is for). Think of Facebook post as of a mix of a LinkedIn post and
a mix of a Twitter post.
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9. Twitter:
Because Twitter is a more laid back atmosphere, you can be less formal. You can use some
forms of slang words but you do not want to over do it. You want your customers to be able to
understand what you are trying to convey.
LinkedIn:
LinkedIn is a formal atmosphere. You should be posting like you are giving a presentation to a
potential business associate. You do not want to use any form of slang or hashtags. You want
your content to be straightforward and you do not want to lose your clientele with fancy words.
Lunch menu:
For your lunch menu, you want to be posting about what you are doing in the kitchen and the
new ideas you have for the menu. Engage your followers by asking them what they think about
your new items. You could have a poll on Facebook about which items should be on the new
lunch menu. This would attract more people to your Facebook page. You could also have a
teaser menu on your blog or Facebook page. This would cause your followers to become
curious about your new menu and then they will come into the restaurant when the new menu
comes out.
25th Anniversary:
Since the restaurant has been around for 25 years, there should be something special that the
restaurant does for their customers. Something the restaurant could do, could be sending
coupons to the first 25 customers to order a new item off of the new menu. You could also take
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10. $25 off of the bill for the first 25 people in the door. You could have monthly specials every 25th
of the month or whenever day the restaurant opened.
New Ideas:
Some new ideas for the restaurant would include having “Contact Us” cards on the table. When
the customers receive the check they could also get a “Follow us on twitter and Facebook” card.
You could also have comment card on the table to see what they customers like and what they
do not like. You could also have contests on your Facebook and Twitter page. You could be as
creative as you want with these contests. For example, you could do a contest to try the new
lunch menu before it comes out, and you could have customer pick their favorite recipe and
have it on the menu for two weeks. You could also have another contest where the winner gets
to have a cooking lesson with your chef. A blog could be another good idea. If you have a blog,
you will be able to post about new recipes that you are trying and what is working with your new
lunch menu. This will increase your social media presence and that will help your restaurant.
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