The document provides strategies for a business called GoFresh that connects customers with locally sourced fresh food in London. It outlines plans to build their client base and promote their business through organic search engine optimization including keyword optimization and metadata; paid search advertising; developing a mobile friendly website and app; social media strategies including Facebook, and email campaigns. It also discusses tracking results to measure the effectiveness of these strategies.

1. The most convenient way to find
locally sourced fresh food in London
Presentation by
Fernanda Victal, Jessica Wykes,
Hannah Mills & Mischa Clements

2. 1. Who are we?
> The Brand
> Our Audience
> Call to Action
> The Website
2. Strategies to Build our client base and promote our business
> Organic Search
> Title tags
> Keywords
> Metadata
> Promotional Initiatives
> Paid Search
> Mobile Strategy
> Social Media Strategy
> Blogging & PR
> Email Campaing and Newsletter
> Seasonal Campaigns
3. Tracking our Results

3. 1. Who are we?

4. The Brand
OVERVIEW
• London, Local, Organic, GoFresh
• Based in Shoreditch, East London
• Providing a convenient alternative to major supermarkets
• Increasing the accessibility to a healthy and balanced diet
• Building relationships in local communities
MISSION
• To change London's current perception of the food industry and to
change the way Londoners currently shop.
REVENUE
• Delivery service
• Collaborations with local restaurants and businesses
• Advertising on our website, social media pages and in store

5. Our target audience
WHO
• Demographic information: Adults 22+, professional, male and
female, live in London.
• Psychographic information: Foodies interested in ethical
living, green issues, eating local, sustainability, artisan food,
independent coffee shops, vintage clothes and furniture, food
markets, bikes, organic eating lifestyle.
WHERE
• Techy, they use - Instagram (take photos of food), Pinterest,
Twitter, Facebook, use email.
• We have considered but do not think they will use LinkedIn
and it does not seem to be the right place for our company.

6. What is our “call to action”?

7. Website
This is the main platform of our online presence
Functionality:
 Introduction of our product and brand
 Online shopping
 Store location & maps
 Links to our social media
 Interaction with our brand / blog / news
 Daily news and offer updates – constant
fresh content!
 Easy navigation around the site
Call to action:
 Make sure visitors to the site leave a mark
 Follow us on social media, “like us” , “pin us”
 Subscribe to our blog
 Subscribe to our web page
 Sub headings help navigate to new sections
which are explained with headings and sub
headings
Design:
Simple, clean and clear reflect our brand ethos
High quality seductive images
Contrast between sections
White space between elements
Call to action on each page
Consistency – pull site together

9. Subscribe to our brand
Subscribing to the site gives us
the opportunity to capture data
about our users:
 Want our users to leave a mark
 Provide us with details that can make
our marketing strategy more personal,
relevant and targeted
 Offer incentive to subscribe – discount
or free tote bag
 Make subscribing quick and easy
 Show users the clear incentives of
subscribing
 Capture mobile / email –allows
different avenues of contact
 Unsubscribe options – reduce
frequency
 Automated response on subscription -
promotional introductory offer –
acknowledgement of joining

10. 2. Strategies to build our
client base and promote
our business

11. Building traffic: Organic search
Making sure Search Engines can find our site easily
Structure of website has a big impact on how “googlebots” find content and how well
the site performs in ranking
 Site construction
Search engines read CSS and XHTML more easily and quickly than Javascript and
Flash
 Depth of site “Shallow page design”
The fewer number of clicks from the homepage the better
 Internal linking
Decrease number of clicks from the homepage – “googlebots” work more
efficiently
Our first and basic strategy is to set Titles and keywords for organic search,
as we show next.

12. Title tags
Each page
has title
tag
Titles
should be
relevant to
searches
No longer
than 70
characters
Avoid
duplicate
page titles
Make titles
interesting
and
emotive
Example titles:
• About us page: Who are Go Fresh | Why Buy local food?
• Homepage: Go Fresh | Buy from independent shops online | Eat organic fresh food
• Order page: Buy fresh local food | Order organic groceries online
URL: www.gofresh.co.uk

13. Keywords
 Enlist tools such as www.wordtracker.com or www.semrush.com to help us
choose the most relevant keywords
Choice of keywords:
 Avoid brand name
 Keywords represent what our company stands for:
 Fresh food London
 Buy fresh food London
 Find fresh food London
 Online Fresh Food delivery London
In readable
relevant text
Density:
keywords make
up no more
than 10% of
page words
Prominence:
position in
titles,
subtitles,
hyperlinks,
start of page
Frequency:
place in
different
sections on the
page
Avoid
cannibalisation
 Locally sourced food London
 Buy Organic food London
 Fairtrade coffee London
 Craft beer London
 Independent shops London
Placing keywords on the page:
Density, prominence, proximity & frequency of keyphrases - All leads to higher search
rankings

14. Keywords example

15. Metadata
Homepage – behind the scenes
<html>
<head>
<title> Go Fresh | Buy from independent shops online | Eat
organic fresh food </title>
<meta name="description" content=“Buy fresh food from local
shops, fresh food delivery, support local shops.">
<meta name="keywords" content=“Fresh food London, Buy fresh food
London, Find fresh food, Online Fresh Food delivery, Locally
sourced food, Buy Organic food London, Fairtrade coffee London,
Independent shops London">
</head>
<body>

16. Promotional initiatives
How we would gain potential customer details:
• Subscribe button on website – Ask people to subscribe with an added
incentive – free tote bag / 10% off first order
• Hold events at food markets, local festivals, local events, offer incentive to
sign up in person, free taster / branded item
• Hold a local taster evening in conjunction with some of the shops involved –
eg. local vintners & cheese shop
• Business card jar in the local shops – leave your card, put into a monthly
hamper draw
• Leaflet in our local shop partners advertising our delivery and online order
service
• We opt for not buying a email list, but instead of it we would
use our partner’s lists (stores). Also we can build partnerships
with key bloggers or websites with similar purpose as our but
not our competitors (incentivised recommendations,
for ex: type the code BLOG1 to get 10% discount and the
owner of this blog promotes this discount in a post)
• Advertising on local delivery bike

17. Building traffic: Paid Search
 AdWords works so well that one study found that
40% of consumers are unaware that Google Adwords are adverts.
 Use Google adwords:
 “Organic Sunday roast”, “Quality local meat”, “locally sourced
vegetables”, “locally sourced food”, “Organic food London”, “Fresh
Food London”.
 Google Enhanced campaigns:
exclude morning and afternoon
during week days.

18. Mobile Strategy
Interesting information:
* The Cisco Visual Networking Index / ** Econsultancy UK: Internet Statistics Compendium
• In 2012, the global Internet usage from mobile devices was 12x the amount
of data that was used for the entire internet in the year 2000.*
• Mobile accounts for 31% of site traffic on average in the UK **
• 32% of smartphone owners use mobile to research products every week **
• 25% of UK consumers have made a purchase using their mobile **
• Almost a third (32%) of UK consumers have used their mobile to find a retailer’s nearest store
or opening times, and 43% of respondents said they had used their mobile to compare prices
and look at product reviews while out shopping, up from 19% in 2011. **
Our Plan:
Our strategy will be a 3-steps plan (explained better in the next slide), consisting on:
1 2 3Mobile Friendly
Website
Discovery Reaching Customers
It’s extremely important to
make our content
accessible to all visitors,
not only desktop.
After having a mobile
friendly contente, we
have to be found by
people using their
mobiles.
Now that people found
us, how can we take
advantage of this for
our business and to
help people?

19. Mobile Strategy – How we’re gonna do it
1 2 3Mobile Friendly
Website
Discovery Reaching Customers
61% of mobile users who land
on a non-mobile-friendly site
will leave and go to a
competitor's site
Once we got people visiting our
website on their mobile or using our
app, it’s time to convert it into sales:
To avoid this, we will develop:
• A Responsive Website
Which means that we don't have
separate mobile, tablet, and PC
versions of our site: the site
adapts to whatever size screen
it's being displayed on, all of the
content we have to offer will be
seen in readable way.
• Mobile app (containing the guide
to
find our partners, but inviting
people
to visit our website in order to
get discount or special offers
vouchers,
so the app doesn’t “kill” our
website traffic).
As we opted for developing a
responsive website, we will take
advantage of the same SEO strategy
done for our desktop website.
This way, we exclude the efforts and
costs of developing a special mobile
SEO strategy.
Social Media tools like Facebook,
Google Plus and Twitter are mobile
friendly already. So we have to
ensure we’re also providing
mobile-friendly content (it has
to look nice for mobile visitors,
show up properly, don’t crash their
browser and be worth sharing).
• Partnerships
Work with our partners in order to
exchange traffic between our
websites.
Our app users can reclaim a discount or
special offer voucher on our website.
They will also receive friendly pushes on
their mobile about our more important
updates.
Offering people virtual "stamps" on their
mobiles, on each shop in one of our
partners, instead of needing a paper
loyalty card.
• Discounts and Special Offers
• Loyalty Program
• Social Media Promotion
Incentive for check-in’s, retweets and
hashtags on instagram. Social media
competitions are another great way to
reach a mobile audience as the majority
of social network users access them via
mobile devices.
• SEO Strategy
• Social Media

20. Facebook
• Share inspiring ideas about health, positive lifestyle,
curious fact about fresh food, quick recipes, etc.
• Create a highly “sharable” content
• Promote our partners and our website updates,
generating traffic to our website.
Twitter
• 140 characters to post quick notes about food, health, how
to improve life quality, always with a link directing the user
to our website to get the complete information.
• Promote competitions (re-tweets, check-in, special
vouchers, etc).
We will use our social media presence not only to promote our business, but also to build relations with our
customers. We don’t wanna just broadcast content, we want to Interact.
Social Media Presence

21. Pinterest
• We will create Pinterest boards that provide
useful and educational information to
followers.
• We want users to think of our account as the
go-to place for reliable information about
fresh food and healthy lifestyle.
Instagram
• Like Facebook strategy, highly “sharable” content about
health, positive lifestyle, curious fact about fresh food,
quick recipes, etc.
• Our images will always have our username written on,
as a stamp, so other people can promote us on the
network, when they share our images.
• Competitions and partnerships with instagram
celebrities famous for their food, fit, healthy content.
Social Media Presence

22. Blogs

23. Newsletter and campaigns are set up on a web application such as Mail
Chimp. Built in features will help to create a successful campaign.
 Import address book from contacts already gathered
 Use the generated html code to embed a newsletter ‘sign up’
form on our website.
 Use analytics to track viewing of newsletter and how many people
engage with the content, i.e. how many open it, delete it, read it, how many
click on links
 Use a schedule to get content
out in a timely way – such as
“Meat Free Monday” recipes midweek
 Clients can list their interests on sign up.
Several customised newsletters for
differing audiences, such as no
mention of meat for vegetarian
and vegan clients
 Campaign emails to promote events and special
offers
Email, newsletters, campaigns

24. Seasonal campaigns
Create seasonal campaigns to keep content fresh in our digital
marketing strategy, keep customers interested and giving us
reasons to stay in touch with customer base
Ideas for seasonal campaigns:
 Best butchers for summer barbecues
 World cup – how to make the perfect churrasco
 Tour de France – Introducing French cheese & French wine!
 Wimbledon strawberry essentials
Contest in Social Media for
each campaign, as a “viral”

25. 3. Tracking our Results

26. Tracking
Measureable Goals:
 Number of subscriptions (5k subscriptions in the 1st year)
 Number of daily visitors (200 to 500 visitors per day in the first year)
 Average 4 stars reviews
 Followers and fans comparison to competitors
(For 1st year: 8k fans on Facebook, 5k followers on Instagram, 3k followers on Twitter)
 30% of sales conversion from website visits
 Be the first option for organic local shopping (PR work to interact with costumers
when they talk about us on the internet, in order to do our best to achieve this
unmeasurable goal)
Unmeasurable Goals:

27. Use a social media
tracker such as
Hoot Suite to:
 Schedule posts
 Set up searches
to find out who
is talking about
us across many
social media
platforms so we
can respond
quickly
 Set up searches
to find out what
people are
saying about our
market and our
competitors.

28. Use Google Analytics to:
 Analyse visitor traffic: for example which pages they visit most,
how long they stay, the behaviour of customers, the routes they
take. Where they stop before making a purchase. What stops
them?
 Who and where are customers are. Do they match our perceived
demographic?
 The devices visitors use to access our site.
Analysis allows us to reach the right audience, grow and
adapt to their online behaviour.

29. Thanks!