Digital Marketing presentation, City University, London - Leisure - Teach Digital, www.teachdigital.uk

1. THE
BLUEBe the change, Be BLUE

2. A Fast food restaurant (Established 6 months ago)
0 carbon impact, Eco friendly and socially conscious.

3. …Adam and Eve a young couple in their late 20s,
live and work in the city…
Customers Persona
✔ Economize water and electricity
✔ Recycles waste
✔ Avoids excessive consumption
✔ Reads environment magazines
✔ Buys organic food
✔ Urban
✔ Sociable
✔ Willing to change

4. WHY
THIS
TARGET
GROUP

5. People are becoming more green and health conscious. They are
promoting ethical consumption, green living and green eating

6. Competitors
Indirect competitors
1.Fast food chains like
McDonald, KFC,
Burger king
2.Fast Dining chains like
Nandos, Wagamama

7. The
BLUE
Campaign

8. Brand Health Audit
• Successfully operating for months
• Loyal customer base
• Reputation for good food and atmosphere
• Credibility as an Socially conscious business/brand
Current Marketing Mix
• Use of Traditional Media (Radio, Print, DM)
• Present on Social Media (FB, Twitter, YouTube Blogs)
• Offering Price and Product promotions

9. BRAND
Ambitions
FROM TO
 Occasional Indulgence  Regular Destination
COMMUNICATION
BUSINESS
FROM TO
FROM TO
 Lifestyle Destination High Street Eatery
 Single Outlet  Multiple Chain Outlet
 Local/DB focus  Mass Awareness Participation
 Authority Pretender
 Mass Messaging  Targeted influence

10. Game Plan
• Create mass awareness of BLUE
philosophy and its product offering
• Increase Homepage viewership post
campaign break
• Increase interaction with social media
channels
• Raise footfall to the BLUE restaurant
Develop a marketing campaign that ensures positive buy-in for the brand –
leveraging reach and effectiveness of social media
• 60% of Target Audience
• by 25% within 6 months
• By 30% within 6 months
• By 50% within 3 months of
campaign
Campaign objective Measurement

11. Campaign Theme
• How - we will encourage the community, online and live to
do one thing/gesture that reduces carbon emission and
post it on FB or twitter or the web and we will continue to
add them up and offset it against the emission (create
carbon credit so to speak)
• The pull to the restaurant is that what ever carbon is saved
while in the restaurant we will double the carbon credit (via
planting trees) and add it to the total.
• This works on multiple levels – We connect with consumer
on an emotional level. Get the larger community involved.
Minimal requirement in effort and cost to participate Can
be measured live with our online carbon meter. Every time
we reach a carbon milestone we send out ‘congrats’
message to our database. We can translate the campaign
offline easily.
The BIG Idea - Together we will make London carbon neutral
Campaign Slogan - 0 in 60 [The Eco 60 Challenge]

12. Strategy Execution
BLUE Homepage
•HUB of all activity
•Links to Social Media
channels from every
page
•Banner on site
displaying the latest
tweet
•Embed Youtube videos
within the site
•Create tabs for
restaurant booking and
home delivery service
•Develop E-commerce
facility to purchase
merchandise
Facebook
•Tabs for events, Fan
Forum, Contests,
Corporate info.
Promotions and user
generated content
•Main source of
updates, news,
specials, discussion Qs
to fans
•Allow fans to post ECO
efforts in order to
generate carbon credits
•Links to other Social
media channels
•Incorporate social
commerce with an
additional tab where
fans can purchase
branded merchandise
directly from their page
Twitter
•Real time vehicle to
reach fans
•Goal to continuously
keep the conversation
live (post updates on
BLUE activity, though
provoking questions)
•Motivate consumers to
inform and update
other users of eco
efforts and bad
practices witnessed
•Use to link to
discussion within the
fan forum on the FB
page
Linked In
•Important due to our
target audience
•Allow fans, followers
and members to
collaborate, network
and post helpful
information to their
peers
•BLUE will pursue a
policy of regular
updates of relevant
information, events
and career
opportunities but will
rely on the members to
maintain the majority
of the content
Youtube
•Update with videos on
activities and efforts
undertaken by BLUE to
maintain a 0 Carbon
living
•Encourage fan
submissions of videos
from thir own
experiences and offer
tips and trcks to save
energy and be more
carbon neutral
Mobile App
•Mobile hub for a
stream of the latest
post
•Allow users to post
back to social media
channel

13. Plan of action
Social Media
channels and
Blog content
ready by WK
1 January
2014
December January February
Execute changes
to Homepage
along with
migrating Fan
forum to FB by 1st
January 2014
Implements
changes to
FB, Twitter
and Youtube
by WK 1
January
2014
Campaign
Collaterals
Designed
and Launch
ready by
WK 3
January
2014
0 in 60
Campaign
Launch Date
29th
Feabruary
(Date
significance
Leap Year tie
in with
taking a new
leap into the
future)
Mobile
App fully
functional
by WK 2
January
2014

14. SOCIAL MEDIA

15. Content Marketing
• Relevant content + Proper format +
right time + daily
• Topics involved: green environment,
zero carbon footprint, recycling, global
warming.
• Hashtag #: bebluecampaign

17. Objectives
• Reach of 1,000 accounts per month
• Impressions of 3,000 per month
• Have 500 contributors to the #bebluecampaign
http://tweetreach.com/

21. Objectives
- Reach: Fan growth of more than 6,000 fans after 06 months
launching Facebook page
Reach rate of 20%
- Engagement rate of 2% (conversation + amplification + applause
rate)

26. WEBSITE
& SEO

28. SEO
Keyword
Research
On Site Off Site
1. Keyword research using Google Adwords Keyword Tool
2. Focused on phrases that customers use instead of industry jargons
Eg: Healthy fast food places in London, healthy takeaway, etc.
3. Paying attention to synonyms
Eg: Low calorie food, natural food, organic food, low fat food etc.
4. Pay attention to negative keywords to avoid unwanted visitors.
Search Engine Optimization
• Our website shows on the first result page of Google.
• It is a result of promoting our restaurant through our ‘Be Blue’ campaign.

29. On Site Optimization
On site
Content
Title
Tags
URL
Image
Alt Text
Developing good
quality content and
updating it regularly.
Using keywords in title
tags
Keeping the URL short
and including
keywords in it.
Editing the Alt Text of
an image

30. Off
site
Anchor
text
Link
Baiting
Back
links
Social
book
marking
Created backlinks from
blogs and high ranking
websites
Used different anchor texts
for all the links
Used social bookmarking
sites like Digg, Delicious,
StumbleUpon.
Used ink baiting to publish
content taken from similar
sites.
Off Site Optimization

31. Measurement
• Result measurement
done through Google
Analytics
• KPIs: number of
visits, visit duration,
likes on social media.
• Using call to actions,
comments on social
media, comments on
blogs, sharing posts,
online users turning
into customers, online
reservations, etc.

32. …Finally
• For business enquiries contact:
• Uruba – Commercial Director – 0798 2345 654
• Fasai – Consumer Insight Specialist – 0798 5432 123
• Vee – Social Media Expert – 0796 3456 654
• Fida – Creative Director – 0796 6543 543
Thank You