Created website and Facebook page for small restaurant as well as promoted it online. We also ran Google analytics on all channels. Improved online presence, garnering 127 likes on the facebook page in 3 weeks. Demonstrated use of social media, SEO, SEA, and Analytics.

1. Four Seasons
Pho
Marketing 175 - Professor Shi
By: Landon Calannio, Nicole Ikeda, Alex Quek,
Grace Sakurada, and Sierra-Ashley Caragan

2. The Company
Small family run restaurant
Founded July 2011
Located in Santa Clara in Franklin Square
Authentic Vietnamese cuisine
- fresh and healthy ingredients
Online Presence

3. STP Analysis
Segment by Demographic and Location
Accessibility (Utilizing our Network)
Targeting Santa Clara Community
College Students from Santa Clara University
Convenient, Affordable, Healthy.
Great for groups!

4. SWOT Analysis
Weaknesses
Visibility
Limited capacity
Lack of brand awareness
Limited labor resources
Inconsistent branding
Opportunities
Promotions and offers
Expand customer base
Wide variety of menu
Threats
Abundance of competitors in area
Difficult to differentiate
Strengths
Location
Affordability
Healthy Ingredients
Delicious Food

5. Website Homepage
Information easily
seen across all
pages
Social Media
Links

6. Website Homepage Pt 2
Call to action:
Join email list
Facebook page feed.
Can like page from here.

7. Menu
Restaurant Menu
categorized and easily
accessible

8. Gallery

9. Directions

10. Mobile Site

11. Website Statistics

12. Website Statistics

13. Yelp

14. Urbanspoon

15. Driving Traffic (SEO)
• Used consistent descriptors and sentences
• Posting website link to other sites (i.e yelp,
facebook, urbanspoon).
• Publicized link with Facebook post.
• Added metatags to help improve SEO.

16. Social Media: Facebook
Subject Line
Menu
Photos

17. Facebook: Analytics

18. Facebook: Target Market
SCU students (18-24)

19. Facebook: Reach

20. Facebook: Engagement

21. Facebook: Talking About This
Mostly female

22. Search Engine Advertising
Campaign - Restaurant Ad Group - Vietnamese
Keywords

23. Search Engine Advertising
- despite $15 daily budget, total cost
paid per day is only $.02-$.03
because very small market (people
from Santa Clara searching for very
specific categories).
- less than 1 click per day

24. Search Engine Advertising
Location broader (than Santa
Clara): thus more clicks and
impressions (yet total cost per day
is much greater), same ad position.

25. Search Engine Advertising
- increased Max CPC and Daily
Budget
- result: more clicks, greater cost,
and higher ad position (still same
location), but fewer impressions

26. Search Engine Advertising
- very broad location (United
States), thus wasted ad money
- change in location from Bay Area
to US can drastically increase
number of daily clicks and
impressions.

27. Email Marketing
Call to action
Subject Line

28. Email Marketing
Call to action

29. Email Marketing
Unsubscribe Option

30. Email Metrics
Sent: 47 people
Bounce-back rate: 2.1% (1 person)
Open rate: 67.4%
Click-through rate: 25.8%

31. Email Marketing

32. Analytics

33. Analytics - Geographic Data
Analysis

34. Analytics - Mobile
• Visits to website via mobile device.

35. Analytics - Traffic Sources

36. Analytics - Referral Traffic

37. Analytics - Landing Page and Source

38. Analytics - Recency and Frequency

39. Analytics - Click Analysis

40. Analytics - Visitor Flow

41. Analytics - Visitor Flow (Social
Media)

42. Analytics
• Social Media Visits in Comparison to All Visits

43. Recommendations
New logo, Menu
Promotions
- College Night, Offers
Instagram
- Implementation and Promotions
Focus on Social Media Marketing

44. The Golden Nugget
What We Learned
Expand Target Market
Increase In-store Promotion
of Social Media
What Our Focus Was
Social Media Focus
Targeting Santa Clara University
Students

45. THANK YOU!
Questions?