Sweet Potato_Zhu.compressed

Health Care Canada Social
Media Campaign Proposal
Sweet Potato
Saurabh Thakkar
James Zhu
Ana Font

2

Table of Contents
BACKGROUND..................................................................................................... 4
Stakeholders ......................................................................................................... 6
Objective .............................................................................................................. 9
Target Market ..................................................................................................... 11
Primary Target Audience – Moms................................................................... 11
Secondary Target Audience - Youth ............................................................... 14
Strategy............................................................................................................... 17
How................................................................................................................. 17
IDENTIFICATION OF CHANNELS AND PRIORITY OF LAUNCH................... 19
Content Pillars................................................................................................. 20
TACTICS ............................................................................................................. 22
Facebook......................................................................................................... 22
Instagram ........................................................................................................ 23
Twitter ............................................................................................................. 24
Pinterest .......................................................................................................... 25
Vine ................................................................................................................. 25
Website ........................................................................................................... 26
SEO ................................................................................................................. 27
PPC.................................................................................................................. 28
Methodology ...................................................................................................... 30
BUDGET.............................................................................................................. 32
Appendix ............................................................................................................ 36
Appendix A: Tactics............................................................................................ 36
a.1) Instagram Examples: ................................................................................ 36
a.2) Twitter Examples...................................................................................... 40
Appendix B: SEO & PPC Tactics......................................................................... 42
b.1) Keywords Analysis for SEO, PPC ............................................................. 42
b.2) On-page optimization.............................................................................. 45
b.3) Off-page optimization.............................................................................. 50

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b.4) Microdata application .............................................................................. 51
b.5) Mobile optimization................................................................................. 53
b.6) Social optimization................................................................................... 54
b.7) PPC Target Placements:........................................................................... 56
b.8) Measurement ........................................................................................... 58
Appendix C: Content Calendar .......................................................................... 60

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BACKGROUND
The impact of the food that we eat in our overall health is indisputable.
Canadians need to adopt a healthier diet and lifestyle as a preventive treatment
to avoid future diseases and increase their quality of life. For this reason, Health
Care Canada contacted our agency to create a comprehensive social media
strategy that aims to increase the nutritional awareness of vegetables as part of
a balance diet among Canadians.
In 2014, the Canadian Institute of Health and Information forecasted that during
the course of the year Canadians would spend close to $215 billion on health
care. This would translate in $6,045 per person, which is an increase of the 2.1%
from the past year. 1
In 2013, 77% Canadians stated that they feel have good to excellent eating
habits. Also 68% introduced more fruits and vegetables in their diet in order to
improve their eating habits.2
The vegetable that we chose to promote is Sweet Potato. This orange giant was
named one the 31 healthiest foods of all time by Time magazine in 2012. 3
Among the many benefits of including this vegetable in our daily diet, they have
over 400% of our daily needs for Vitamin A, which is 10 times more than regular
potatoes. They are a great source of carotenoids. Carotenoids are
phytonutrients that help decrease of risk of eye diseases, cancer and heart
related diseases. Also, sweet potatoes are a source of magnesium, potassium,
iron, vitamin B6, C, D and other nutrients. 4
To top it all, sweet potatoes are a low glycemic food. This type of food is ideal
for people living with diabetes and who need control blood sugar. The natural

1
Canadian Institute for Health Information. Spending. http://www.cihi.ca/CIHI-ext-
portal/internet/EN/SubTheme/spending+and+health+workforce/spending/cihi015954
2
Tracking Nutrition Trends 2013. Canadian Foundation for Dietetic Research. Web. 2 Dec 2014.
https://www.cfdr.ca/Downloads/CCFN-docs/TNT-2013-Summary-Report.aspx
3
Guide: The 31 Healthiest Foods of All Time. Sept 2012. Time Magazine. Web. 2 Dec 2014.
http://healthland.time.com/2012/10/01/guide-the-31-healthiest-foods-of-all-time-with-recipes/
4
What are the health benefits of sweet potatoes? Aug 2014. Megan Ware. Web. 2 Dec 2014.
http://www.medicalnewstoday.com/articles/281438.php

5

sugars of this orange giant are free to the bloodstream slowly preventing sugar
spikes that are related to fatigue and weight gain.5
The purpose of the report is to campaign is to increase the overall consumption
and awareness of this super vegetable, as well as, to encourage its daily
consumption among the general Canadian population.

5
What are the health benefits of sweet potatoes? Aug 2014. Megan Ware. Web. 2 Dec 2014.

6

Stakeholders
In the sweet potato sector, we should consider five kinds of stakeholders
displayed in the picture below.
The consumers are definitely in the center point of the market. Their
increasing demand of the sweet potato drove the consuming quantity of
0.36kg/person to 1.5kg/person between 2006 and 2014, according to the

7

Statistical Overview of Canadian Horticulture 2009-2010 reports 6
. How to
acquire more and more prospective consumers to choose a potato as their daily
vegetable is the key part that we are trying to address in this report.
Producers & Importers are also the key role in the market. Restricted by the
weather condition, most of the sweet potatoes selling in the market are
imported from foreign countries, like USA and Netherlands, and most of the
sweet potato importers are in the New Brunswick7
, which is also the center of
potato in Canada. As the sweet potato producing techs improving, there are
more and more local farms can grow it in Canada, mainly located around south
of Ontario off course. Beside these raw food providers, there are also many food
processors, providing the processed sweet potato foods to consumers, for
example, Heinz Canada is providing baby food made from sweet potato and
Pride Park is providing fresh-cut to instant needy customers.
Retailers are absolutely important part of the market. Both the biggest and
second biggest supermarket chain, the Loblaw and Sobey’s8
, have the sweet
potato related products on their shelves, consumer can buy the vegetable easily
all over the country.
Government Agencies, like Health Canada, and The Department of
Agriculture and Agri-Food, can give support to the market growing by, for
example, giving subsidy to local farmers and reducing the obligation policy of
importing, and give an authoritative guide to consumer--just what we will
propose to do in this report--to encourage consuming of sweet potato.
Influencers, like Nutrition websites, Recipes websites and some Social Media
influencers on the healthy eating topics, are also playing a crucial role in the

6
Statistical Overview of Canadian Horticulture 2009-2010. Stats Can. Web. 2 Dec 2014.
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-
product-sector/horticulture/horticulture-canadian-industry/sector-reports/statistical-overview-of-
canadian-horticulture-2009-2010-1-of-8/statistical-overview-of-canadian-horticulture-2009-2010-
3-of-8/?id=1319484729373
7
A Snapshot of the Canadian Vegetable Industry, 2010. Stats Can. Web. 2 Dec 2014.
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-
product-sector/horticulture/horticulture-canadian-industry/sector-reports/a-snapshot-of-the-
canadian-vegetable-industry-2010/?id=1330373416993
8
Loblaw's Shoppers Drug Mart bid escalates grocery wars. Jul 2013. CBC News. Web. 2 Dec
2014. http://www.cbc.ca/news/business/loblaw-s-shoppers-drug-mart-bid-escalates-grocery-
wars-1.1313578

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consumers' decision-making process of choosing vegetable. They can educate
the consumer to choose sweet potato from the healthy living point and provide
varieties of cooking options.

9

Objective
Currently, Canadians are consuming up to 1.5 kilograms of sweet potatoes per
person per year.9
On average, a medium sweet potato weights 114 grs.10
This
means that Canadians are only consumed 13.15 units of this orange vegetable
during the course of the year.
Furthermore, when we looked at the behaviour online about sweet potatoes in
Canada we will notice that Canadians search this term in Google during specific
months that are related to Thanksgiving, Christmas’ Eve and New Year’s Eve
celebrations.
Chart 1: “Sweet Potato” Search Term. Canada. Dec 2013 to Dec 2014.
Source: Google Trends (2014).
Thus, we will base this report on the assumption that the highest months of
consumption for this vegetable are October, November and December.
According to the recommendations of Canada's Food Guide provide by Health
Care Canada, one should include at least one orange vegetable in our daily
diet.

9
Sweet potato plan plays out in Vineland. Aug. 2014. Web. 2 Dec 2014.
http://www.stcatharinesstandard.ca/2014/08/05/sweet-potato-plan-plays-out-in-vineland
10
What are the health benefits of sweet potatoes? Aug. 2014. Web. 2 Dec 2014.

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Chart 2: “Sweet Potato” Search Term. Regional interest. Dec 2013 to Dec 2014.
Source: Google Trends (2014).
Another interesting fact that came up during our research is the fact that Nova
Scotia and Ontario are the provinces where the term of sweet potato have been
searched more in Canada.
Therefore the objective of this social media campaign is:
Increase the consumption of sweet potatoes by 170%, i.e. to 18 sweet potatoes
per capita, via a social media marketing campaigns, within a period of 6 months,
i.e. by June 2015, in order to push Canadians towards healthier eating habits
thus reducing overall healthcare costs.

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Target Market
Primary Target Audience – Moms
Demographic:
Women ages 25-50 years old, having
at least 1 child with a combined family
income of $70 to 130,000 CAD
annually.
Geographic:
Canadian, urban or suburban.
Behavioural:
Loving and caring, her family’s health
and happiness are her priorities,
always looking for healthy food
options, wants nothing but the best
for her family, always up for family get-togethers, settles for nothing but the
most fresh and organic food, loves to cook, always does her own groceries.
Rationale:
72% of Canadian moms say they prefer being identified as moms rather than as
housewives. 83% of them feel that providing nutritional means is one of the
fundamental responsibilities of being a great mom.11
Around 5.5 million Canadian moms are online, spending an average 75 minutes
per day while visiting an average of 107.6 pages/day.12
Canadian moms take the
lead in decision making, with over half of them (55%) being the primarily
involved in the decision making process of the household.

11
What Matters To Mom - Mom Central Consulting. June 3, 2013. Web, 3 Dec. 2014.
http://momcentralconsulting.ca/what-matters-to-mom/
12
We are Talking About Moms | The Decision Maker, Influencer and Digital Doyenne | Microsoft
Advertising | 2010
Image source:
http://insightblog.momcentralconsulting.com/canadian-
moms/

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Approximately 75% of them own a smartphone and more than half of them use
it for browsing social media platforms. Moms use Facebook the most followed
by YouTube and Pinterest.13
Furthermore, we will divide moms into the following 6 categories based on
various characteristics:
Chart 4: Breakdown of segments of the Canadian Moms. What Matters To Mom - Mom Central Consulting. June 3,
2013.
Out of these 6 types, our primary focus will be on Devoted, High Flyer moms,
Experienced and Engaged.
1. Devoted Moms
• Most focused on their children.
• They are known for researching products before they go shopping.
• Up to 72% go on Facebook multiple times a day.
• 19% visit Pinterest once or more a day.
• 21% are on Twitter at least once in a day.

13
McKinnon, Melody. Canadian Moms’ Top 7 Social Media Networks. Canadian’s Internet.com
Business., 24 Mar. 2014. Web. 24 Mar. 2014.
http://canadiansinternet.com/canadian- moms-top-7-social-media-networks/

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2. High Flyer
• Highly busy and most likely to work full-time.
• Approximately 73% research products before they make a purchase
decision.
• 66% of them visit Facebook multiple times a day.
• 23% access Pinterest more than once a day.
• 25% are on Twitter more than once a day.
3. Engaged
• Engaged moms spend lot of time online and are highly active on
social media platforms.
• Roughly 80% of them researched a product online before making a
purchase decision.
• As high as 882% of Engaged moms are on Facebook more than once
a day.
• A whopping 55% of them are active on Pinterest on a daily basis.
• Around 63% are on Twitter more than once a day.
4. Experienced
• Again, Experienced Moms are spending a lot of time on social media.
• 68% are active on Facebook on a daily basis.
• 32% of them use Pinterest daily.
• Approximately 53% of them browse Twitter more than once in a day.
Buyer Persona
Samantha Taylor
Background: Samantha is a full-time
housewife and a mother of two
children, residing Ottawa, Ontario.
Her husband is a successful and super
busy real estate agent who earns
$55,000 CAD per month. Samantha is
a dedicated and loving mother and
wife who have her family’s happiness
at the forefront of her priorities.
Image source:
http://alaskasatellitedeals.com/2012/02/15/mobile-hotspot-
makes-life-easier-for-mobile-moms/

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Goals and Challenges: Samantha always looks forward to provide the best
nutritional food for her kids as well as her husband, but things get tough as kids
crave for junk food and her husband usually has lunch and sometimes dinners
too at restaurants due to his hectic work schedule.
What can Sweet Potatoes Do: Sweet potatoes can offer the perfect balance
between taste and nutrition; Samantha can try many easy-to-cook recipes and
serve nutritional food disguised in good taste.
Common Objections: Sweet Potatoes are sometimes too sweet for certain
individuals taste preferences.
Message and Pitch: Sweet Potatoes are high in Vitamin B6 and a good
source of Iron, they can provide health benefits as well as match various taste
requirements when used in different and easy recipes.
Secondary Target Audience - Youth
Demographic:
Teen and young adults. Canadians
and youth who are new to Canada,
both males and females aged
between 14-24 years old, part of the
Generation X with an annual
household income of $70 to 100,000
CAD.
Geographic:
Canadian, urban and suburban.
Behavioural:
Young and out-going, like to eat
healthy but also cannot compromise on taste, always on the go, not afraid to try
new things, highly active, decisions affected by peer opinions, trendy.
Rationale:
Image source: https://ca.finance.yahoo.com/blogs/insight/lead-
example-teaching-teens-money-162949659.html

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Canadian youth’s spend approximately $2600 CAD annually on groceries
including snacks, food items, etc. This is more than double than the amount
they spend on clothing and accessories. On a daily basis, Canadian youth spend
around 60 minutes eating meals; this is the lowest compared to rest of the
Canadians in different age groups. Less than 43.5% of Canadian youths eat
healthy food containing fruits and vegetables less than 5 times per day. 14
Moving over to online behaviour, close to 99% of Canadian youth have access
to Internet outside school/university. More than 80% of Canadian youth are
active on social media platforms and they are the ones who spend the highest
amount of time on social media amongst the entire Canadian population.
YouTube, Facebook and Twitter are amongst the most used websites by
Canadian youths. Furthermore, 53% of youth population refers to online reviews
or friends before trying out a new product/ service. The youth account for more
than 50% of all videos viewed online in Canada.15
Buyer Persona
Jack Wright
Background: Jack is a 21-year-old
postgraduate student from Toronto,
Ontario. He works part time at a
superstore and his combined family
income is around $60,000-70,000.
Jack also is soccer player and plays
at local level. Jack lives with his
parents in a posh suburban locality.
Currently, Jack is enjoying a fast
paced life, juggling between school,
work, soccer and his personal
hobbies, which include
snowboarding and playing a cello.
Goals and Challenges: Jack prefers eating healthy as he aims to keep
himself fit in order to perform better at soccer, but more often than not, he finds

14
Last Question What are Canadian Students Buying. (n.d.). Web. Dec 3, 2014.
http://www.marketingmag.ca/wp-content/uploads/2012/02/LastQ_SA.pdf
15
Last Question What are Canadian Students Buying. (n.d.). Web. Dec 3, 2014.
http://www.marketingmag.ca/wp-content/uploads/2012/02/LastQ_SA.pdf
Image source: http://www.stocksy.com/88640

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himself eating quick meals and at fast food restaurants. His busy lifestyle restricts
him from having proper healthy meals on a daily basis.
What Can Sweet Potato’s do: Quick sweet potato recipes can provide Jack
with time saving nutritional benefits as well as good taste.
Common Objections: There are many other alternatives to sweet potato’s,
which can provide similar healthy benefits without being too sweet.
Message and Pitch: The Iron in sweet potatoes can help maintain the fitness
level of the body, which is a high priority for a sportsman.

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Strategy
Increase the awareness among Canadians of the benefits of including sweet
potatoes to their everyday diet. This will encourage our audience to increase the
consumption of this vegetable and an overall healthier diet. This will ultimately
help decrease the expenditures of Health Care Canada.
How
• Build a strong online community around healthy eating.
• Create awareness about the benefits of including sweet potatoes in the
daily eating habits.
• Engage our target audience and generate conversations about sweet
potatoes nutritional benefits and the benefits of a healthier and balance
diet.
Where
Chart 3: Penetration of social network in Canada. Mom Central Consulting Canada, “Canadian Digital Mom Report,”
Dec 3, 2012.

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Canadian Moms are adopting a digital life rapidly with almost 90% of them
going online daily and 56% are visit more than one social media site regularly.16
They are getting majority of their information on brands and products from the
Internet. Canadian moms are becoming the fastest growing smartphone
segment with their numbers quadrupling in just two years17
.
This is the reason why we will use a multichannel social media strategy that is
able to reach effectively our target audience.

16
Mom Central Consulting Canada, “Canadian Digital Mom Report,” Dec 3, 2012
17
Canadian Digital Mom. (2012, January 1). Retrieved December 5, 2014, from
http://momcentralconsulting.ca/mccwp/wp-
content/uploads/2013/05/canadiandigitalmoms2012-FINAL.pdf

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IDENTIFICATION OF CHANNELS AND
PRIORITY OF LAUNCH
Channel Facebook Instagram Twitter Pinterest Vine
Total Users Over 19 million18
-NA- Approximately 5.6
million19
Approximately
3.8 million20
-NA-
Why? Channel with the
largest audience
in Canada.
One of the fastest
growing channels
among the
primary target
audience.21
Strong community
and relationship
platform.
Also, top 2 of the
fastest growing
channels among
the primary target
audience.22
3rd
more use
platform by
our primary
target
audience.
Approx. 22%
of teens in
Canada are
users of this
platform.23
Benefits Breadth of
content +
conversation
options.
#Hashtags +
strong user
participation and
engagement
Low cost
requirements.
#Hashtags + higher
engagement in
conversations +
possibility
to jump in
conversation
relevant to our
target
market in real time
High
engagement
from primary
target market.
Primarily a
curation
opportunity.
Video content
has a higher
engagement
and click
through rate. 24
Opportunity to
create short
powerful
stories that
resonate with
our secondary
target
audience.

18
Facebook releases stats about Canadian usage; 14 million daily users - Macleans.ca. (2013, August 13). Retrieved
December 5, 2014, from http://www.macleans.ca/news/facebook-releases-stats-about-canadian-usage-14-million-daily-
users/
19
Canada becoming one of world’s top Twitter strongholds, eMarketer finds. (2014, June 5). Retrieved December 5,
2014, from http://www.itbusiness.ca/news/canada-becoming-one-of-worlds-top-twitter-strongholds-emarketer-
finds/49190
20
Semiocast - Pinterest has 70 million users - More than 70% are in the U.S. (2013, July 10). Retrieved December 5, 2014,
from http://semiocast.com/en/publications/2013_07_10_Pinterest_has_70_million_users
21
Digital Mom 2013 Infographic. Mom Central Consulting., Sept. 2013. Web. 24 Mar. 2014.
http://momcentralconsulting.ca/digital-mom-2013/
22
Digital Mom 2013 Infographic. Mom Central Consulting., Sept. 2013. Web. 24 Mar. 2014.
http://momcentralconsulting.ca/digital-mom-2013/
23
A Quarter of U.S. Teens use Twitter’s Vine [STUDY]. Sept. 2014. Web. 5 Dec. 2014.
http://www.mediabistro.com/alltwitter/vine-study-teenagers_b59815
24
6 Second Marketing: Using Vine for Your Business. Sept. 2014. Web. 5 Dec 2014.
http://www.searchinfluence.com/2014/09/6-second-marketing-using-vine-for-your-business/

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Tone and style of the communication:
• Approachable
• Supportive
• Real
• Original Creative
Content Pillars
Social media is about story telling. Creating meaningful messages and
connections that resonate with our audience and engaging people across
multiple platforms through a range of multiple devices. This how we will talk
about Sweet Potatoes, that go beyond being an ingredient or a simple
vegetable but is the stepping stone for our journey to healthier eating.
Creative Rational
Sweet Potato is a great vegetable that has been forgotten over the years and
pushed aside by the white potatoes. Now more than ever moms and the youth
are realizing the benefits of healthy eating and are more conscious of the
choices and going back to basics when it comes to their food. At the same time
they have extremely busy lives with multiple things happening at once.
Based on this insight, this campaign will focus in a creative and attractive way to
reintroduce this orange giant. We have created simple and clean visuals that are
supported by different, original and simple recipes. It’s more about a lifestyle
than just an ingredient in your fridge because…
“Potatoes never were so sweet”
Sweet Potato Recipes
Recipes of various sweet potato dishes will be shared. This content will be
curated as well as created. Recipes shared will be varied according to the events
on those days. Example, on Valentine’s Day recipes of sweet potato cupcakes
and other sweet potato desserts will be shared.

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Sweet Spot
Fun facts, health benefits of sweet potatoes, quotes, articles on healthy eating
and other related content. This will be the “sharable content” that will widen the
reach of our social media channels.
Sweet Potato Lifestyle
Common food items can be turned into a healthy alternative by replacing a
particular ingredient with sweet potato, for example instead of normal French
fries, sweet potato fries can be tried out.

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TACTICS
Facebook
Since Facebook is the primary platform as a major chuck of our target audience
is active on Facebook. The 3 content pillars will be shared in rotation with new
and interesting pictures, recipes and articles being posted on a daily basis.
• Facebook App:
A Facebook app will be developed which will help users to select the
ingredients of their choice and then show recipes involving only those
ingredients. The main purpose is to show to our primary target audience
that they can cook Sweet Potatoes with everything or anything that they
have in their fridges. The app will be a basic one with a pre-loaded
database of recipes sourced from the web.

23

It will have a chopping board in the center where users can select a
combination of up to 5 vegetables and meat. Once the desired
ingredients are selected, the users can click on the “Let’s Cook!” button
and they will be directed to the next page of the app where recipes will
be listed based on the ingredients selected by the user. Clicking on any
one of the recipes will open another tab containing cooking instructions
of that particular recipe.
Also, on the main page tab, users can submit their own recipes as well,
which after moderation will be added to the database. This app will help
users discover new recipes in an interesting and interactive way.
Instagram
Instagram will be of huge help when it comes to sharing images of Sweet Potato
dishes. Apart from sweet potato dishes, other images such as quotes, health
tips, etc. will also be shared.
For more images refer appendix a.1

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• Instagram Contest:
A month long Instagram contest will be initiated in the month of March,
which is the National Nutrition Month. In this contest we will post a
challenge every week asking followers to cook up the best recipe for a
breakfast dish in the first week, lunch dish in the second dish, a dinner
dish in the third week and a sweet dish in the fourth week. Only a limited
selection of ingredients will be given.
Followers will have one week to cook and post the image for each of the
4 challenges and they must use the hashtag “#PotatoSweetPotato” and
also tag @PotatoSweetPotato.
The best images will be selected for each category by our social media
team. The number one image for each category will get a 500$ prepaid
Visa card. 2 runner-ups for each category will get a 250$ prepaid Visa
card.
Twitter
Twitter is another platform that is quite popular with our target audience,
especially our secondary target audience i.e. young adults. Visual content will be
shared with appropriate hashtags and engagement will take place with followers
on trending topics.
For more images refer appendix a.2

25

Contests that are being carried out on other platforms will also be promoted on
Twitter. Furthermore, Twitter will also be used to answer to any query by a
follower related to sweet potato. The Twitter account will follow and re-tweet
relevant tweets from other related accounts such as Health Canada and Whole
Foods Market because they are influencers among our audience and also they
have authority.
Pinterest
Pinterest is a social media platform highly dominated by women, so we will be
leveraging it to share recipes from other sources, infographics on the benefits of
healthy eating and various other content revolving around sweet potatoes.
Vine
In this platform there will be fun videos of recipes and unusual applications for
the Sweet Potato. The idea is to engage with the younger target audience
through micro videos that show Sweet Potato as something more than a
vegetable.

26

Website
The landing page of the website will be simple and elegant with the logo in the
middle and an option for the language preference. It will also have the logo of
Health Canada in the bottom right.

27

After the language selection, the next page will welcome the user with pleasant
photos of sweet potato dishes and will have 4 tabs – Home, Recipes, Sweet
Spot, and Contact Us.
The Recipes tab will contain links to various sweet potato recipes, which the
users can browse to find the recipe that suits their taste.
The Sweet Spot tab will have blog posts on a wide spectrum of topics
surrounding Sweet Potatoes such as posts on the health benefits of sweet
potatoes, how moms can encourage healthy eating habits in their young ones,
quick ways in which sweet potatoes can be used to make amazing sweet dishes
and so on. These articles will also be shared on our Facebook and Twitter
accounts.
The Contact Us tab will contain all the contact information the user might
require in order to contact Health Canada by email, telephone, postal address
or social media profiles.
SEO
• Objectives: aligned to the overall objectives, focusing on attracting
appropriate traffics to website.
◦ Main goal (conversion): 200,000 newsletter sign up, 200,000
recipes downloads, 100,000 post shares in 6 months

28

◦ Secondary goal (awareness): 1,000,000 unique visitors to our
websites in 6 months
• Domain:
◦ www.potatosweetpotato.ca
• Target Search Engine:
◦ www.google.ca
◦ We will mainly focus on Google, because they have around 75%
market share in Canada in terms of online visitors25
◦ Once we have got the good ranking on Google, we should get
good ranking on other search engine for the similar algorithms
they are using
• Results Timeline
◦ We will implement the recommendations to the website, which we
have included in this campaign, from the beginning, so we will see
the results one or two weeks later after the launch of website.
The detail of SEO tactics can be found in Appendix A SEO&PPC Tactics.
PPC
• Objectives: aligned to the final objective of the campaign, and restricted
by the amount of money we can put into, the goal of PPC strategy will
mainly focus on raising the awareness of part of our target audiences,
accompanying with promoting the online contest—see more details in
the social media tactic part—to the target audiences.
◦ Goal: 3,300,000 impressions, 30,000 unique visitors, 500 audiences
attending the online contest
• Budget: $10,000 total, mainly spend on the month of contest and the
month before, that are Feb and Mar 2015.

25
http://www.experian.com/marketing-services/online-trends-canada.html

29

• Target Platforms: Considering one of our goals is raising awareness of
sweet potato, we will mainly use the Google Display Network as our PPC
tool, for its ability of displaying picture ads.
The detail of PPC tactics can be found in Appendix A SEO&PPC Tactics.

30

Methodology
In this section we will breakdown the metrics that will help us measure the
success of our campaign and digital efforts. In terms of awareness, we will
measure how recognizable is our brand to our audience.26
We recommend purchasing Hootsuite, this software will not only to manage the
campaign in the several different platforms but also to create meaningful reports
that will give us insights about the behaviour and how our target audience is
reacting towards our messages.
The four crucial areas that we will measure will be:
• Social media exposure: This will be our first benchmark. We will measure
number of fans, followers, etc. Although these indeed are vanity
measures the data in this rubric will help us define how many people have
been exposed to our message. In terms of social media exposure will
track the Follower Growth Rate, % Change Over Time in Followers,
Twitter Sentiment, Reach by Region, Clicks by Region per platform.27
Also, for the website we will use Google Analytics to measure the unique
visitors and number of page views.
• Influence: The second level in this measurement scale will be influence.
We will start to track the share of voice, sentiment in the conversation,
top influencers that are following us. It is extremely important to evaluate
how the tone of the conversation as it is happening, so we can see the
reaction of the audience to our communication if is either positive, neutral
or negative.
• Engagement: We will track engagement; Likes, Shares, Comments,
Retweets, Mentions, Favorites, Wall Posts, etc. will represent this metric.
This is an important measurement that our content resonated enough to
produce a reaction on out audience and participate in the conversation.
In the case of our website the number of sign up to the newsletter will be
the metric to follow.

26
4 Ways to Measure Social Media and Its Impact on Your Brand. (2010) Nichole Kelly.
Socialmediaexaminer.com
27
The Social Media Metrics That Should Matter To Small Businesses. Karolina Nowak August,
2014.

31

• Action: Lastly, we will monitor the change on consumption in kilograms at
the end of the six months and compare it to the initial one. We will
request a detailed consumption report from Stat Canada that will help us
determine the effectiveness of our campaign.
Chart 3: 5 Categories of social media measurement. 4 Ways to Measure Social Media and Its Impact on Your Brand.
(2010) Nichole Kelly.
Exposure
Fans, Followers, etc.
Influence
Sentiment, Share of Voice, Top
influencers.
Engagement
Likes, Shares,
Comments, Retweets,
Mentions, Favorites.
Action
Target audience
consuming more
sweet potatoes.
Track,
repeat and
report

32

BUDGET
The total budget required for the entire campaign is $49,700. This amount
covers the cost for everything mentioned in the strategy excluding HST and
other applicable taxes.
Deliverables What’s Included Monthly Quantity
Delivered
Cost
Strategy • Full social media strategy
development.
$9,000
Content Development • Content development for
all social platforms.
• 60 Facebook
Posts
• 60 Twitter
Posts
• 10 Blog Posts
$1000/month
Brand Development • Brand logo.
• Brand Icon.
• 1 logo
• 1 icon
$1500/month
App Development • Facebook App - $1,200
Imagery • High definition Imagery for
the social media platforms
and the website.
• 15 Images
• 5 Vine Videos
$1000/month
Instagram Contest • Prizes for Instagram contest • 4 $500 prepaid
Visa Vouchers.
• 8 $250$
prepaid Visa
Vouchers.
$4000
Facebook Ad’s • Facebook ads with
estimated daily likes around
20-60
• Daily Spending
of $20
$600/month
PPC • Keyword Purchasing • 3,300,000
impressions
• 30,000 unique
visitors
• 500 audiences
attending the
online contest
$5,000/month
Hootsuite • Hootsuite Enterprise
Account for 6 months
• Social Media Management
and Measurement
- $1500/month

33

Monthly Spending
January February March April May June TOTAL
Strategy $9,000 - - - - - $9,000
Content
Development
$900 $900 $900 $900 $900 $900 $5,400
Brand
Development
$1,500 - - - - - $1,500
App
Development
$1,200 - - - - - $1,200
Imagery $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $6,000
Instagram
Contest
- - $4,000 - - - $4,000
Facebook Ads $600 $600 $600 $600 $600 $600 $3,600
PPC - $5,000 $5,000 - - - $10,000
Hootsuite $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $9,000
TOTAL $49,700

34

Summary
The first step towards reducing health care costs is to increase awareness among
the masses regarding the benefits of healthy eating. Awareness will lead to
adoption of healthy eating habits, which will in turn reduce health care costs for
the Government of Canada.
Sweet Potato is a highly nutritious vegetable but is not consumed as much as it
should be. Through increase in awareness regarding this vegetable via social
media, we aim to increase consumption, thus promoting a healthy lifestyle and
reduce the overall health care cost for the Government of Canada.
Increase in the sales of sweet potato related products, economic boost to the
farmers and a healthier lifestyle are just few of the many benefits that the
stakeholders will enjoy. The biggest gain will be the health care cost reduction
with is at the center of everything.
An objective, which aims at increasing the consumption of sweet potatoes by
170% within 6 months, will be achieved via a thought out social media strategy
that leaves no stone unturned in reaching out to the target audience. The
strategy explains how exactly we plan to increase the consumption of sweet
potatoes through well laid out social media tactics.
In order to ensure our efforts spawn maximum returns, we will identify and
target only those who have the maximum exposure on social media platforms
and who are the main decision makers when it comes to sweet potatoes. The
personas show a glimpse of the audience, which we will be targeting.
Once we have our target market defined, we will approach them with various
activities on designated social media platforms which link to our main objective
of increasing consumption via spreading awareness.
A sum total of $49,300 will be required for all the mentioned activities for a
period of 6 months. This figure includes all the agency fees but does not include
applicable taxes.
Finally, all the activities need to be monitored so that on-going issues can be
identified and corrected. A final report at the end of 6 months will show the
change in consumption numbers from the previous report.

35

To sum it up, the objective will be achieved by targeting the audience that fall in
our target group, on the selected social media platforms with reliable content
and other activities that engages the audience and leads to the development of
a positive relation with our brand.

36

Appendix
Appendix A: Tactics
a.1) Instagram Examples:

42

Appendix B: SEO & PPC Tactics
b.1) Keywords Analysis for SEO, PPC
• Target Keyword: aligning to the purpose of this campaign, which is
raising the awareness of healthy eating habit of our target audiences and
persuading them to add Sweet Potato as one of their daily vegetables,
we choose the keywords that are related to the target audiences, which is
different with the normal sale-driven campaign. On the other side, in
order to reinforce the belief of the audiences who have accepted the idea
but want to look for more information, we also find out some heating
buzzwords around the sweet potato, which will be used in our contents,
so that we can showing up in the good position in their SERP.
• Main Target Audiences: Samantha Taylor (mom), Jack Wright (youth),
detail information in Personas Part
◦ Seed Keywords: healthy recipes, easy recipes, good taste food,
dinner recipes
◦ Keyword suggestion list: when we are creating or curating
contents, like blog posts, Google+ updates, Facebook page
updates and Tweets, we will choose the highest search possibility
and the most appropriate keywords to use.
Themes Keyword Avg. Monthly
Searches
Competitio
n
Suggested
bid
Easy Cook easy dinner recipes 6600 medium 1.02
Easy Cook easy cookie recipes 3600 medium 1.27
Easy Cook easy brownie
recipe
2400 low 0.57
Easy Cook easy chili recipe 2400 low 0.76
Easy Cook easy lasagna recipe 2400 low 0.78
Easy Cook easy desserts 2400 medium 2.05
Healthy healthy snacks 14800 medium 2.25
Healthy healthy breakfast 8100 medium 2.41
Healthy healthy dinner
recipes
6600 low 2.5
Healthy healthy lunch ideas 5400 low 2.5
Healthy low carb recipes 4400 low 1.82
Healthy healthy breakfast
ideas
4400 low 2.34
Healthy healthy smoothie 4400 medium 1.6

43

recipes
Healthy healthy eating 4400 medium 2.98
Healthy healthy dinner
ideas
3600 low 2.49
Healthy healthy food 3600 medium 3.14
Healthy low calorie meals 2900 low 1.3
Healthy healthy desserts 2900 low 3.06
Healthy healthy muffin
recipes
2900 medium 1.89
Healthy healthy meals 2900 medium 2.5
Healthy healthy breakfast
recipes
2900 medium 2.18
Healthy healthy snack ideas 2400 low 1.81
Healthy healthy meal plans 2400 medium 2.69
Ideas dinner ideas 22200 medium 1.58
Ideas lunch ideas 8100 low 1.77
Ideas supper ideas 6600 low 0.64
Ideas quick dinner ideas 2900 low 1.86
Ideas easy dinner ideas 2400 medium 0.99
Recipes slow cooker
recipes
27100 low 0.88
Recipes healthy recipes 18100 medium 3.05
Recipes crock pot recipes 14800 low 1.23
Recipes pasta recipes 14800 medium 0.89
Recipes vegetarian recipes 14800 medium 1.05
Recipes sweet potato
recipes
12100 low 1.22
Recipes soup recipes 12100 low 1.31
Recipes vegan recipes 12100 medium 1.96
Recipes salad recipes 12100 medium 0.58
Recipes cake recipes 12100 medium 1.08
Recipes dessert recipes 12100 medium 1.98
Recipes potato recipes 9900 low 1.17
Recipes casserole recipes 6600 low 0.75
Recipes easy dessert
recipes
6600 medium 1.76
Recipes easy recipes 6600 medium 1
Recipes dinner recipes 6600 medium 1.54
Recipes breakfast recipes 4400 medium 2.1
Recipes vegetable recipes 3600 low 1.04
Recipes food recipes 2400 high 2.92

44

• Sweet Potato related keywords
Themes Keyword
Avg. Monthly
Searches
Competitio
n
Suggested
bid
Healthy
sweet potato
nutrition
1900 low 1.73
Healthy
sweet potato
calories
1000 low 0.2
Healthy
calories in sweet
potato
1000 low 0.1
Potato vs
Yam
yams 3600 low 0.17
Potato vs
Yam
yam recipes 1900 low 0.66
Potato vs
Yam
yam vs sweet
potato
1000 low 0.14
Potato vs
Yam
candied yams 1000 low 0.79
Recipes sweet potato fries 14800 low 2.58
Recipes
sweet potato
recipes
12100 low 1.23
Recipes soup recipes 12100 low 1.32
Recipes casserole recipes 6600 low 0.75
Recipes potato pancakes 6600 low 0.23
Recipes potato soup 6600 low 0.37
Recipes
sweet potato
casserole
4400 low 0.24
Recipes sweet potato soup 4400 low 0.6
Recipes
mashed sweet
potatoes
2900 low 0.35
Recipes sweet potato pie 2900 low 0.41
Recipes
roasted sweet
potatoes
2400 low 0.18
Recipes
how to cook sweet
potatoes
2400 low 0.63
Recipes
sweet potato
recipe
1900 low 0.49
Recipes potato soup recipe 1900 medium 0.75
Recipes
sweet potatoes
recipes
1600 low 1.36
Recipes
sweet potato fries
recipe
1300 low 1.34
Recipes sweet potato salad 1300 low 0.57
Recipes cherry pie recipe 1300 low 0.27
Recipes sweet potato chips 1300 low 0.56

45

Recipes sweet potato mash 1000 low 0.35
Sweet Potato sweet potato 12100 low 0.52
Sweet Potato sweet potatoes 2900 low 0.6
Sweet Potato sweet potatoe 1000 low 0.4
b.2) On-page optimization

The goal is to make our pages easier and simpler for search engines to find it
and index it, and when our target audiences are searching the related topics,
our pages can be showed in their SERP with a good position. In the following
part, we will use a sample page to explain what will be done to achieve the
objective.

• Title
◦ Start the title with the keyword chosen from the list above, keeping
shorten than 65 characters

46

• H1/H2/H3
◦ Apply significance to keyword on page, similar to the title in SERP,
helping reassure the visitors
• Body Text
◦ Build the body text for human reading, with the keywords listed
above.
◦ Keep the length of body short with no more than 300 words each
post, use bullet list to make it easy to read and understand.
<title> Dessert Recipes: Sweet Potato Pie </title>

<h1 class="entry-title"> Sweet Potato Pie I </h1>

47

• Images
◦ Use attractive and appropriate image
◦ Take good care of image title, filename, and alt attribute
• Site Structure / Site Map
◦ Design a clear and easily navigating site structure.
◦ Build a page for each target seed keywords.

<img id="imgPhoto" class="rec-image rec-shadow hero-image marb10 photo" itemprop="image"
title="Sweet Potato Pie Recipe" src="http://potatosweetpotato.ca/photos/SweetPotatoPie.jpg"
alt="Sweet Potato Pie I Recipe" style="height:250px;width:250px;">

48

◦ Build a site map file to help visitors and robots to browse the site.
• URL
◦ Structure our URL with relevant keywords, for example, the sweet
potato pie recipe page will use
http://www.potatosweetpotato.ca/healthy-recipes/sweet-potato-
pie-i
◦ Define the preferred domain and a canonical URL to each of our
contents/pages.
◦ Set 301 redirect to potatosweetpotato.ca

<link rel="canonical" href="
http://www.potatosweetpotato.ca/healthy-recipes/sweet-potato-
pie-i” />

49

• Filenames
◦ Set our pages’ filename relevant to keywords, for example, this
sample recipe name will be sweet-potato-pie-i.html
• Meta Description
◦ We will make unique description for each page, like below.
◦ This description is also suitable for social media sharing, like
twitter.
• Meta Keywords
◦ Although search engine does not care about the meta keyword
tag, we still make it as part of our work standard.
• Internal Links
◦ Build internal links structure in each page
◦ Design attractive menu linking to our unique contents directly

<meta id="metaDescription" name="description" content="For this lovely pie, sweet potatoes
are boiled, peeled and mashed together with butter, sugar, milk and eggs, then seasoned with
nutmeg, cinnamon and vanilla." />

<meta name="Keywords" content="sweet potato recipe, sweet potato pie ”/>

50

• Robots.txt
◦ Search engine robots are very important for the SEO job, so we
will make the robots.txt to tell guide the robot which pages can be
indexed, and shut down the spammers if needed.
• Validate HTML
◦ After finish all the coding jobs, we use tool to validate our page
files, avoiding the errors that will cause penalties from search
engine.
b.3) Off-page optimization
Search engine value website in two ways, one is how well the pages are built,
which is what the on page optimization covering, another is how do the other
sites look at it, or do they have links to the website? If there are 100 websites
have links to the site, just like 100 people saying you are a good man, it will be
better than only 10 sites linking to it, in general. So the off-page optimization is
about taking the website outside and trying to get more positive relationship or
links with other sites.
• External Link Building
◦ As a government support campaign, our website can build the
links with other government sites first, especially the Health
Canada site and The Department of Agriculture and Agri-Food
site.
◦ Launch an officially approved on-line contest; invite news media to
report it.
• Leverage Social Media
◦ Cooperate with other government owned social media profile to
promote our contents and activities.
◦ Find out the Big Voice on Social Media in the related topic,
proactively contact them and ask for cooperation.

51

• Blog posts and comments
◦ Set up the monitor tool to focus on the related topic and
participate in the discussion, like commenting, to attract
prospective visitors.
◦ Make brief version article and post it on high traffic site to attract
audiences.
• Reviews
◦ Post our original recipes to recipe review sites and try to get good
ranks and engage with the interested visitors.
b.4) Microdata application
• We will use the vocabularies from schema.org to mark up the contents, so
that the Search Engines can understand our pages thoroughly, and then
display them in more contextual SERP.
• Example: a Sweet Potato Recipes in our campaign blogs; we will use
these vocabularies: http://schema.org/Recipe .
◦ Brief Introduction

52

◦ Directions
<h1 id="itemTitle" itemprop="name">Sweet Potato Pie I</h1>
<div id="divAuthorContainer" class="author-container">
<p style="margin-bottom: 4px;">
Recipe by
<span id="lblSubmitter" class="author" itemprop="author">
COUGAAR
</span>
</p>
<p>
<span id="lblDescription" itemprop="description">"This recipe was shared with me by a
special friend in Atlanta, Ga. It has long been a favorite, and everyone who tastes it says
it is the best they have ever had."</span>
</p>
</div>

div class="directions">
<h3>Directions</h3>
<div class="directLeft" itemprop="recipeInstructions">
<div id="msgDirections" style="display: none;"/>
<ol>
<li>
<li>
<li>
</ol>
</div>
</div>
</div>

53

b.5) Mobile optimization

• We will use responsive web design to optimize our website, which means
our pages will be presented differently based on the device type. The
sample page is listed below.
• Make it scrollable, with big button, big font size.
• Easy to share via audiences’ social media account.

54

b.6) Social optimization
• Integrate social media liking and sharing functions on our website and
make it easier and attractive for our audiences to share, which will in turn
acquire more traffic and back links to our website.

55

• With Twitter Profile / Google Plus Page / Facebook Page suggested in
the Social Media parts, we will make the most of these platforms to
influence our target audiences and get more traffic to the site.

56

b.7) PPC Target Placements:
• Based on the 4 seed keywords: healthy recipes, easy recipes, good taste
food, dinner recipes and generated by Display Planner Tool
Website Hist. CPM Cookies / wk Impr. / wk
allrecipes.com CA$0.00 –
CA$1.00
1M – 1.5M 5M – 10M
canadianliving.com CA$5.00 –
CA$10.00
350K – 400K 3.5M – 4M
epicurious.com CA$0.00 –
CA$1.00
150K – 200K 3M – 3.5M
foodnetwork.com CA$1.50 –
CA$2.50
500K – 1M 2.5M – 3M
foodnetwork.ca CA$0.00 –
CA$1.00
100K – 150K 2M – 2.5M
food.com CA$2.50 –
CA$3.00
450K – 500K 2M – 2.5M
yummly.com CA$0.00 – 100K – 150K 1.5M – 2M

57

CA$1.00
realsimple.com CA$2.50 –
CA$3.00
100K – 150K 1M – 1.5M
tasteofhome.com CA$3.50 –
CA$5.00
150K – 200K 1M – 1.5M
myrecipes.com CA$3.00 –
CA$3.50
100K – 150K 500K – 1M
sixsistersstuff.com CA$1.50 –
CA$2.50
50K – 100K 500K – 1M
gimmesomeoven.com CA$1.00 –
CA$1.50
45K – 50K 500K – 1M
cooks.com CA$1.50 –
CA$2.50
100K – 150K 500K – 1M
inspiredtaste.net CA$1.50 –
CA$2.50
25K – 30K 500K – 1M
recipe.com CA$5.00 –
CA$10.00
20K – 25K 500K – 1M
foodgawker.com CA$5.00 –
CA$10.00
10K – 15K 500K – 1M
kraftrecipes.com CA$0.00 –
CA$1.00
50K – 100K 500K – 1M
ohsheglows.com CA$1.00 –
CA$1.50
45K – 50K 500K – 1M
rasamalaysia.com CA$0.00 –
CA$1.00
20K – 25K 500K – 1M
chatelaine.com CA$3.50 –
CA$5.00
50K – 100K 500K – 1M

58

• Ads Samples:
b.8) Measurement
• Metrics: aligning to our SEO&PPC goals, which are attracting the target
audiences to visit our sites and participate in particular activities, like
downloading recipes, sharing recipes and related articles, our metrics
would include:
◦ Unique visitors
◦ Recipes downloads
◦ Social Media likes and shares

59

◦ Newsletter signups
• Tools: we will use Google Analytics, Google Adwords as our daily
tracking and measuring tool, write the tracking code in the page, so that
we can have the real-time reports. Below is the sample Analytics report
for the key conversion28
and Adwords reports for the daily tracking.

28
How to Measure SEO Success Rate? http://blog.ahrefs.com/measure-seo-success-rate/

60

Appendix C: Content Calendar
January 2015

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