This document analyzes City Wok's current marketing strategy and provides recommendations for improvement. It finds that City Wok lacks clear mission and vision statements. The current keyword, SEO, email, mobile, and social media strategies need optimization. Competitors like Panda Express are outperforming City Wok in these areas. The document recommends developing mission and vision statements, optimizing keywords, the website, blog, and directories. It also suggests improving email/mobile marketing, search engine marketing, and the social media presence on Facebook, YouTube, Instagram. Hiring Amplified Affiliates to implement these recommendations would help City Wok boost online presence, traffic, 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 Slogan: “Fresh, made to order chinese food”

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. 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-
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

9. What Are Competitors Doing?
• Panda Express is doing
similar website SEO as
City Wok
• Panda Express 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

10. Website Layout & Lead Generation
• No current landing
pages found
• 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 good
for lead generation

11. What Are Competitors Doing?
• 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

12. 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

13. What Are Competitors Doing?
• Panda Express utilizes
Email marketing
• No free entrees for
signing up
• Emails consist of
special offers, news, and
product announcements

14. 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

15. 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

16. 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)

17. Pay-Per-Click
• Not utilizing Pay-Per-Click advertising
• Focusing on organic search traffic
• Have never used Google AdWords

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

19. 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

21. What are City Wok’s Competitors Doing?

22. 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

23. 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 eliminate the
use of Twitter

24. 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

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

26. 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

27. 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

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

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

30. 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

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

32. 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)

33. 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!)

34. New Marketing
Strategy

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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 picture uploads
• Update keywords for all the pages
• Include prices and descriptions for the menu
• Inconsistent content:
o Descriptions of menu items are not detailed

41. Email/Mobile Marketing Implementations
• Increase emails to customers
• E-Club sign up coupons must
include a write up on an online
directory
• Must show the review on a
mobile device
• Ability to use the coupons
at two airport locations
• Produce and develop mobile
friendly scanning coupons
(Environmentally friendly)
• Allow coupons for online ordering
at all locations

42. 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
 Retargeting with mobile devices
o Google AdWords
 Increase exposure and increase website clicks
• 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

43. Directory Implementations
• Yellow Pages :
o Claim all City Wok locations on Yellow Pages website
o Create a City Wok Washington International Airport Yellow Page
location
• Yelp:
o Claim Denver International Airport location
o Increase the ratings on Yelp with a possible giveaway for a posting
• Foursquare:
o Claim the four different City Wok locations
o Update missing information on each location for accuracy

44. New Social Network
Strategy

45. 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

46. 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

47. 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

48. 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

49. Why Should You Hire
Amplified Affiliates?

50. 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

51. Thank you!
Any questions?