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DIGITAL MARKETING STRATEGY
K I T S K I T C H E N
C h r i s t i n a | J a s o n | K a r i n a | S h e l b y
To create delicious, quality food, in an environmentally
sustainable manner. Through education, we find better
methods of food consumption for Earth’s next generation.
MISSION
To create a roadmap and comprehensive plan to help
optimize your time and efforts on Social Media so you
can reach your desired goals.
OUR MAIN OBJECTIVE
To reach 10,000 Instagram followers
by November 2016 through the use of
a strategic and analytical approach.
To increase the number of monthly
unique visits on the "Where to Buy"
page to 5000.
OUR GOALS
SOCIAL MEDIA AUDIT
Followers 481 Likes
URL facebook.com/
eatkitskitchen/
6875
Followers
instagram.com/
kitskitchen/
306
Followers
twitter.com/
mykitskitchen
Profile
Description
Any time is soup time.
#soup #souplove
#tummylove #love
#localfood
Home of the 48-hour
#soupreset. we make
local, natural and
healthy soups +
spreads made from
ingredients grown in
bc. Snapchat:
@kitskitchen
We make delicious &
healthy seasonal
soups made from
organic ingredients
sourced in BC. All
soups are gluten-free
& dairy-free and many
vegan options!
N/A
@kitskitchen
N/A
SOCIAL MEDIA AUDIT CONT.
Found inconsistencies in:
Social Media network focus
(largely on IG)
Network URL
Profile descriptions
CONTENT ANALYSIS
I N S T A G R A M
F A C E B O O K
P I N T E R E S T
INSTAGRAM CONTENT
What is working?
#Kitnotes and Tip posts yield the highest likes
High-quality & beautifully shot photos
Bright and white themed visual
Health conscious (your target market) loves new recipes &
health tips
INSTAGRAM CONTENT CONT.
Posts announcing new soup locations yield the highest comments
People like convenience! A new location is a
win for you and them.
The comments give validation that
people want your soup (who and where)
INSTAGRAM CONTENT CONT.
People love you two! Posts about you do great too!
People love seeing others succeed and reach
their dreams. You two are #crushingit.
You two are inspirations for young business-
minded women
TAKING YOUR
INSTAGRAM TO THE
NEXT LEVEL
IMPROVING CURRENT INSTAGRAM CONTENT
Use a CTA in every post or end it off with a
question to boost engagement.
IE. Tell readers to "click link in bio" to send
them to new #Kitnotes, recipe, "where to
buy" page, or new product info page
Moves people to your website, where you have more
control and tracking ability
People will wander around your site if you have a
good website and content.
Use bit.ly to track link clicks
Moves them closer to finding where to buy the item
Increases unique visitors to "where to buy page"
HAVE A CONTENT CALENDAR
MON TUES WED THURS FRI SAT SUN
Motivation/
Of You
Tips Local/Story
of an
ingredient
Gift/OpenTips Recipes Open/UGC
Daily Schedule:
HAVE A CONTENT CALENDAR
MON TUES WED THURS FRI SAT SUN
Motivation/
Of You
Local/Story
of an
ingredient
Recipes Open/UGC/
Tips
Reduced Schedule:
MISC.
Get analytical with
Iconosquare:
Get locals involved: Send Direct Messages to your customers
on IG to acquire permission for UGC.
Facebook
Currently...
All Facebook content is exactly the same as your Instagram content.
Nothing wrong with posting similar content, but need to optimize for
the platform.
Don't use hashtags on Facebook
Tag other people by looking up their Facebook name
Input a link to the #Kitnotes, recipe, or "where to buy" page
Right now there is little reason to interact or follow
Kitskitchen on Facebook because of mirrored content.
Lets change that.
CONTENT CALENDAR
MON TUES WED THURS FRI SAT SUN
Motivation/
Of You
Local/Story
of an
ingredient
Recipes Open/UGC/
Tips
An optimized version of your IG post + external content
Motivating article
or quote
Article about local
merchants who
share your mission
Article on benefits
of eating X or
being healthy
+ + +
CONTENT IDEAS
The big list of ideas you can create or curate as external content:
Team spotlight: fun facts and questions about your team
Events happening around the city (ie. list from VancityBuzz or events
held by your friends!)
All about farmer's markets
What soup to have for different situations
All about soup resets
Health adventures (yoga, hiking, runs, Summer activities)
Interviews from local health influencers
Spotlight to local farmers
FACEBOOK ADS
Facebook is the best platform to spend your marketing budget. Its ability
to get you in front of your specific your target market is key.
By using the emails/phone numbers captured from past
customers, you can create a custom audience to target
those who are similar to them.
Use Facebook Ads to send people to "where to buy" page by
announcing new available locations in ads or products.
We recommend using at least 60% - 80% of your marketing budget
on Facebook Ads.
PINTEREST
WHY PINTEREST?
It is more of a massive search engine.
Pinners are not on Pinterest to share or have conversations with their
friends
Geared towards personal content discovery than outward expression
THE place for new ideas and information on styles/trends
Not too much effort
STATISTICS:
Pinterest second to Facebook in Canadian consumer content browsing (Ahalogy)
Rapidly growing in Canada (+ Men)
Nearly 2/3 claim to try something new once a week or more often, which is
consistent with findings from 2014.
Most freq. used while shopping
93% of Pinners have used Pinterest to plan for or make purchases and 52%
have seen something on Pinterest and made a purchase online.
HOW TO PINTEREST
80% of all pins are repins. This means you spend your time repinning
content that resonate with your brand ie. health, vegan, soups.
Create a pin for your #Kitnote recipes to drive blog traffic.
Pinterest is easy when you already take good photos.
Being active means just repinning 1 or 2 content to your boards every day.
EMAIL MARKETING
BENEFITS OF A NEWSLETTER
Emotional attachment with newsletter
subscribers.
Increase traffic to your website.
Another way to keep customers up-to-
date
HOW TO CAPTURE EMAILS
Make it easy and
worthwhile to sub.
Create an ebook with all your
#kitnotes recipes and give it away
in exchange for their email
Put sub. box at footer and success
pages (why not ask them to opt-
in?)
WHAT TO SEND
Either weekly or bi-weekly:
Kitskitchen News
Top tips: Recipe or Tip of the Day- Blog post
Best reviews on Yelp / instagram screenshots
Updates on locations- Highlighting newest
locations and “See other locations near you”
link to website - drives traffic website.
Promote new product
Holiday-themed content
Welcome emails have 320% more revenue per email than
other promotional emails.
WEBSITE OPTIMIZATION
IMPROVEMENTS
users eval. & remember sites after seeing them for 5 secs
dev. content that draws interest for strong positive impressions
Input Social Icons
Instagram Photos should link to Instagram posts (to gain more
followers)
In first page add ‘Create my account’
Add Pinterest buttons to all photos & kitnotes
Take down Market items- to direct to stores instead
Page on The Soup Reset - about it - testimonials - details
Change "where to buy" page to feature a location map like our big
retailers (ie. London Drugs, Future Shop, SafeWay etc)
DIGITAL MARKETING STRATEGY
Christina | Jason | Karina | Shelby

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KitsKitchen Marketing Strategy

  • 1. DIGITAL MARKETING STRATEGY K I T S K I T C H E N C h r i s t i n a | J a s o n | K a r i n a | S h e l b y
  • 2. To create delicious, quality food, in an environmentally sustainable manner. Through education, we find better methods of food consumption for Earth’s next generation. MISSION
  • 3. To create a roadmap and comprehensive plan to help optimize your time and efforts on Social Media so you can reach your desired goals. OUR MAIN OBJECTIVE
  • 4. To reach 10,000 Instagram followers by November 2016 through the use of a strategic and analytical approach. To increase the number of monthly unique visits on the "Where to Buy" page to 5000. OUR GOALS
  • 5. SOCIAL MEDIA AUDIT Followers 481 Likes URL facebook.com/ eatkitskitchen/ 6875 Followers instagram.com/ kitskitchen/ 306 Followers twitter.com/ mykitskitchen Profile Description Any time is soup time. #soup #souplove #tummylove #love #localfood Home of the 48-hour #soupreset. we make local, natural and healthy soups + spreads made from ingredients grown in bc. Snapchat: @kitskitchen We make delicious & healthy seasonal soups made from organic ingredients sourced in BC. All soups are gluten-free & dairy-free and many vegan options! N/A @kitskitchen N/A
  • 6. SOCIAL MEDIA AUDIT CONT. Found inconsistencies in: Social Media network focus (largely on IG) Network URL Profile descriptions
  • 7. CONTENT ANALYSIS I N S T A G R A M F A C E B O O K P I N T E R E S T
  • 8. INSTAGRAM CONTENT What is working? #Kitnotes and Tip posts yield the highest likes High-quality & beautifully shot photos Bright and white themed visual Health conscious (your target market) loves new recipes & health tips
  • 9. INSTAGRAM CONTENT CONT. Posts announcing new soup locations yield the highest comments People like convenience! A new location is a win for you and them. The comments give validation that people want your soup (who and where)
  • 10. INSTAGRAM CONTENT CONT. People love you two! Posts about you do great too! People love seeing others succeed and reach their dreams. You two are #crushingit. You two are inspirations for young business- minded women
  • 11. TAKING YOUR INSTAGRAM TO THE NEXT LEVEL
  • 12. IMPROVING CURRENT INSTAGRAM CONTENT Use a CTA in every post or end it off with a question to boost engagement. IE. Tell readers to "click link in bio" to send them to new #Kitnotes, recipe, "where to buy" page, or new product info page Moves people to your website, where you have more control and tracking ability People will wander around your site if you have a good website and content. Use bit.ly to track link clicks Moves them closer to finding where to buy the item Increases unique visitors to "where to buy page"
  • 13. HAVE A CONTENT CALENDAR MON TUES WED THURS FRI SAT SUN Motivation/ Of You Tips Local/Story of an ingredient Gift/OpenTips Recipes Open/UGC Daily Schedule:
  • 14. HAVE A CONTENT CALENDAR MON TUES WED THURS FRI SAT SUN Motivation/ Of You Local/Story of an ingredient Recipes Open/UGC/ Tips Reduced Schedule:
  • 15. MISC. Get analytical with Iconosquare: Get locals involved: Send Direct Messages to your customers on IG to acquire permission for UGC.
  • 17. Currently... All Facebook content is exactly the same as your Instagram content. Nothing wrong with posting similar content, but need to optimize for the platform. Don't use hashtags on Facebook Tag other people by looking up their Facebook name Input a link to the #Kitnotes, recipe, or "where to buy" page Right now there is little reason to interact or follow Kitskitchen on Facebook because of mirrored content. Lets change that.
  • 18. CONTENT CALENDAR MON TUES WED THURS FRI SAT SUN Motivation/ Of You Local/Story of an ingredient Recipes Open/UGC/ Tips An optimized version of your IG post + external content Motivating article or quote Article about local merchants who share your mission Article on benefits of eating X or being healthy + + +
  • 19. CONTENT IDEAS The big list of ideas you can create or curate as external content: Team spotlight: fun facts and questions about your team Events happening around the city (ie. list from VancityBuzz or events held by your friends!) All about farmer's markets What soup to have for different situations All about soup resets Health adventures (yoga, hiking, runs, Summer activities) Interviews from local health influencers Spotlight to local farmers
  • 20. FACEBOOK ADS Facebook is the best platform to spend your marketing budget. Its ability to get you in front of your specific your target market is key. By using the emails/phone numbers captured from past customers, you can create a custom audience to target those who are similar to them. Use Facebook Ads to send people to "where to buy" page by announcing new available locations in ads or products. We recommend using at least 60% - 80% of your marketing budget on Facebook Ads.
  • 22. WHY PINTEREST? It is more of a massive search engine. Pinners are not on Pinterest to share or have conversations with their friends Geared towards personal content discovery than outward expression THE place for new ideas and information on styles/trends Not too much effort STATISTICS: Pinterest second to Facebook in Canadian consumer content browsing (Ahalogy) Rapidly growing in Canada (+ Men) Nearly 2/3 claim to try something new once a week or more often, which is consistent with findings from 2014. Most freq. used while shopping 93% of Pinners have used Pinterest to plan for or make purchases and 52% have seen something on Pinterest and made a purchase online.
  • 23. HOW TO PINTEREST 80% of all pins are repins. This means you spend your time repinning content that resonate with your brand ie. health, vegan, soups. Create a pin for your #Kitnote recipes to drive blog traffic. Pinterest is easy when you already take good photos. Being active means just repinning 1 or 2 content to your boards every day.
  • 25. BENEFITS OF A NEWSLETTER Emotional attachment with newsletter subscribers. Increase traffic to your website. Another way to keep customers up-to- date
  • 26. HOW TO CAPTURE EMAILS Make it easy and worthwhile to sub. Create an ebook with all your #kitnotes recipes and give it away in exchange for their email Put sub. box at footer and success pages (why not ask them to opt- in?)
  • 27. WHAT TO SEND Either weekly or bi-weekly: Kitskitchen News Top tips: Recipe or Tip of the Day- Blog post Best reviews on Yelp / instagram screenshots Updates on locations- Highlighting newest locations and “See other locations near you” link to website - drives traffic website. Promote new product Holiday-themed content Welcome emails have 320% more revenue per email than other promotional emails.
  • 29. IMPROVEMENTS users eval. & remember sites after seeing them for 5 secs dev. content that draws interest for strong positive impressions Input Social Icons Instagram Photos should link to Instagram posts (to gain more followers) In first page add ‘Create my account’ Add Pinterest buttons to all photos & kitnotes Take down Market items- to direct to stores instead Page on The Soup Reset - about it - testimonials - details Change "where to buy" page to feature a location map like our big retailers (ie. London Drugs, Future Shop, SafeWay etc)
  • 30. DIGITAL MARKETING STRATEGY Christina | Jason | Karina | Shelby