AGSB MBA DigiMa Final Requirement

1. Digital
Marketing
Plan by
#QuaranTeam
Bellosillo | Cabangon |
Guinto | Sagala

2. 1. Business
Overview
2. Identified
Problems
3. Digital Marketing
Plan
4. Digital Marketing
5. Lessons Applied
6. Results &
Summary

3. Baking Mom Femm
Small startup Online Bakery owned by Femm Sagala
Established during the start of the pandemic (April 2020)
Located in Imus Cavite
Sells various pastries (cakes, cupcakes, pies, and breads)

4. Problems Identified
● CONTENT & DESIGN:
● Lack of direction in terms of
content. Content and design were
“messy” at times
● AWARENESS:
● Low awareness, followers, &
engagement in social media
platforms (FB & IG)
● WEBSITE
● Website wasn’t working properly
● INVITATION TO SUPPORT
● Difficulty in inviting people to like
social media pages

6. Digital Marketing Plan
● GOALS
● ADDRESS THE PROBLEMS
IDENTIFIED
● IMPROVE AWARENESS AND
ENGAGEMENT IN THE HOPES OF
IMPROVING POTENTIAL SALES AND
BRAND ADVOCACY

7. Digital Marketing Plan Part 1
● Primary Target Market
○ Women who love to bake or buy pastries
○ 25-34 Years Old
○ Primarily live in Cavite
○ Social media savy
○ Prefers messenger for transactions

8. Digital Marketing Plan Part 2
1 Week Campaign (July 26 to August 1)
DESIGN FACEBOOK WEBSITE INSTAGRAM GOOGLE FORMS
● Rebranding and
asset
improvement
○ Logo, Cover
Photo,
Photos, etc.
● Inclusion of products and
services on the page
● Setup of Facebook Shop
for the company
● Thematic Posts and
Hashtags
○ #BakingMomFemm,
○ #FreshlyBakedWedne
sday
○ #FreshFridays,
Freebies
● Targeted Boosting of
Facebook Page & Select
Posts
● Automated messenger
responses (chatbot)
● Redesign website
to align with
revamped look of
social media pages
● Revised text of
website
● Connect website to
social media pages
for engagement
purposes
● Revamp of Instagram
assets
● Boosting of select
Instagram Posts for
the following
purposes:
○ Attract more
followers to
subscribe to
Baking Mom
Femm
○ Engagement with
regard to products
• Aligned with FB
Content
● Set up Google Forms for
potential clients interested
to subscribe to Baking
Mom Femm

9. Digital Marketing Plan Part 2
● Budget Breakdown (PHP 2,000.00)
○ Facebook Boost: PHP 1,000.00
○ Facebook Ads: PHP 420.00
○ Instagram Ads: PHP 400.00
○ Contingency: PHP 180.00

12. Before Implementation of Chatbot
System

13. After Implementation of Chatbot System

14. Marketing Concepts Applied
● New Customer Path 5As + O Zones of Influence
● The new curve for marketing (4Cs)
● Mobile Heavy Advertising
● Platform Strategy (Facebook Blueprint)
● Content Marketing

15. Customer Path: 5 A’s
Aware and Appeal Ask and Act
Advocate

16. O Zones of Influence
Outer
- Advertisements
- Target Social Media Community
Other
- Family and Friends
Own
- Consumers who have experience the taste of Baking
Mom Femm’s cakes and cupcakes.

17. The new curve for Marketing (4C’s)
● Co-Creation &
Communication
● YWN (Youth, Women, and
Netizens)

18. Mobile Heavy Advertising
Rethink Points:
1. Marketing as a Moment
a. I want a cake Moments think of Baking Mom Femm
2. Online Assets
a. Create a responsive UI for users ease of transaction.
3. Target Markets
a. Focus on the mobile users as they convert more sales
and impressions
4. Behavior
a. Understand their interest and tag them your ad boost to
gain followings
5. Content
a. Focus on the bite size contents: IG Story, and FB Story

19. Platform Strategy (Facebook &
Instagram)
● Facebook and Instagram are both
essential advertising platforms in
today's world.
● Baking Mom Femm utilized Facebook
Pages, Market, and IG to cater to its
customers & target audience
● Expanded Inventory - Targeting both IG
and FB customers made the page likes
increase significantly
● Creative Portability - Campaign Ads used
both IG and FB Simultaneously.

20. Content Marketing
Long-term Objective: Awareness and engagement leading to Sales Growth
Use of hashtags: #BakingMomFemm, #BakingWithPassion,
#FreshlyBakedWednesday and #FreshlyBakedFridays
Target Audience: 25-34yrs old females interested in pastries from Cavite
Content Distribution: Website, Instagram, and Facebook
Content Amplification: Facebook Ads and Instagram Ads

21. Results

22. Results (FB, Website, IG)

23. Summary & Reflections
● In terms of awareness, engagement, and customer inquiries, there was a
significant improvement for Baking Mom Femm.
● 1 week is too short to determine any significant sales growth. Due to
external factors, we were only limited to just 1 week.
● Improvements could be made in terms of promoting the Google form
subscription for Baking Mom Femm
● Moving forward, Baking Mom Femm has to continue making its digital
content consistent with its new branding
● Product & digital resource improvement is recommended for Baking Mom
Femm to be more competitive in the market

24. Digital
Marketing
Plan by
#QuaranTeam
Bellosillo | Cabangon |
Guinto | Sagala