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N O N N A T A T A
C O N T E N T M A R K E T I N G S T R A T E G Y
G O A L S
The overall marketing goals for Nonna Tata include establishing a position as the superior dining location for Italian cuisine and driving
consumer visits.
Content accomplishes these goals by:
Reiterating Nonna Tata’s unmatched service and Intimate atmosphere
Capitalizing on superior customer service Compelling customers to dine in, take out or
cater Nonna Tata Guiding visits to the website and social media platforms where people can view the content
W H Y C O N T E N T M A R K E T I N G ?
Content generates more trust for businesses that take the time to invest in tailored content production. Web content not only makes
businesses more trustworthy to a customer, but it also makes a business worthier of being shared. The shift towards how customers shop and find
local services is moving quickly to the digital world. It is important to have a presence where
your audience frequents most to create a connection with current and potential
customers.
M I S S I O N S T A T E M E N T Foster an intimate atmosphere with warm service while serving robust, flavorful food to all guests in
Fort Worth
V A L U E P R O P O S I T I O N “A little bit of Italy in Fort Worth”
Nonna Tata is a compact BYOB eatery. Chef Donatella Trotti crafts authentic Italian meals inspired by the northern lake country of Italy. With frequent trips back home, the menu is constantly refined to incorporate new ingredients in Nonna
Tata’s dishes.
P O S I T I O N I N G S T A T E M E N T Nonna Tata is a unique to the Fort Worth
community, serving authentic and unmatched Italian cuisine in a Hospital District nook.
The strategy works to build relationships with your
guests by being a resource for them. It works to drive traffic to your restaurant and media platforms.
Key Metrics Include:
Unique visits Platform follows, shares, likes and comments
Referrals
Goal: To become the first choice for customers searching for an Italian kitchen
Objective #1–Increase Facebook page likes to 4,000 by May 2019
Objective #2 – Develop an Instagram page Objective #3- Be featured in 10 outside publications by
May 2019 Objective #3- Strengthen SEO
Goal: To grow a customer base of targeted, loyal foodies from social media initiatives
Objective #1 – 5% increase in customer visits by May 2019
N O N N A T A T A has positioned themselves as a hidden gem in the heart of Magnolia Ave. Although they grade high across most restaurant discovery and rating platforms, content marketing can work to capitalize on strengths and counter on weaknesses. By developing a stronger presence on Facebook, instituting an Instagram account
and remodeling the company website, Nonna Tata will yield customers from competing restaurants in the Fort Worth area while becoming the premier Italian kitchen to dine at.
P L A T F O R M S
S T R E N G T H S High ratings
Strong word-of-mouth reinforcement Authentic image
Unique culture
W E A K N E S S E S Weak social media presence
Inopportune hours of operation Limited seating
Cash only
O P P O R T U N I T I E S Brand development
Stronger social media presence Customer acquisition and retention
Promotions, campaigns, partnerships
T H R E A T S Expansion limitations
Inability to keep up with demand Limited funds
Highly competitive industry
N O N N A T A T A O F F E R S U N I Q U E N O R T H E R N I T A L I A N D I S H E S A N D I N T I M A T E S E R V I C E O N M A G N O L I A A V E N U E , L O C A T E D I N A
S M A L L H O S P I T A L D I S T R I C T N O O K
V I D E O C O N T E N T When it comes to any content, cross promotion is key. You can recycle blog content to produce videos on
the same topics. Utilize food and restaurant influencers in the Fort Worth area to try dishes and promote the
business. Curate content for College Girl Callie, Foodie Frankie and Family Guy Frank. Utilize paid advertising
on videos to boost visibility.
Video ideas: Restaurant tour
Traveling with Chef Donatella Trotti to Northern Italy Customer spotlights Mini cooking lesson
Date night Recent events
P E R S O N A S
D A T E N I G H T N A T E Age 20-30
College or young professional Active on dating sites
Romantic
F O O D I E F R A N K I E Age 25-45
Single Enjoys trying local restaurants
On a budget
C O L L E G E G I R L C A L L I E Age 18-22
Attends TCU Supported by parents financially
From out of state
Y O U N G P R O F E S S I O N A L P A T R I C K Age 22-30
Works locally Lives downtown
Always on the go
F A M I L Y G U Y F R A N K Age 30-50 Works 9-5
Two kids in local schools Family time is important
B L O G G I N G Nonna Tata’s blog will be the cornerstone of content
marketing strategy. Blogs are great for cross promotion and allow you to link all of your photos, videos and content on your blog to your
website and social media accounts. All of the links to and from your website build stronger relevance for Google searches. Aim to target Foodie Frankie and
Young Professional Nick.
Blog post ideas: Recipe sharing
Spot light on Chef Donatella Trotti and her local interests
Upcoming special events Interview local farmers and suppliers Tips for Pairing Wines with Menu Food
B L O G G I N G H E L P S T O B O O S T Y O U R W E B S I T E ’ S S E O A N D I N C R E A S E S
C U S T O M E R I N T E R A C T I O N O N S O C I A L M E D I A P L A T F O R M S
V I D E O S W I L L D R I V E V I E W E R S T O Y O U R W E B S I T E W H E R E T H E Y C A N
L E A R N M O R E A B O U T N O N N A T A T A . T H I S W O R K S T O W A R D S Y E I L D I N G
N E W C U S T O M E R S .
C O N T E N T M A R K E T I N G U S E S B L O G P O S T S , V I D E O S , I M A G E S , A N D S E O T O :
Improve your search placement on google Reinforce your brand culture Evoke customer interaction
S O C I A L M E D I A S T R A T E G Y
Keys to success: Established brand style and persona
Consistency (utilize hash tags) Focus on core channels
Quality content
F A C E B O O K is best for maintaining customer relationships,
announcing menu changes, promoting events and specials, customer service, marketing incentives, and
attracting new customers
Posts ideas: New menu items
Special dishes and menus Events
Blog posts Event photos
Videos Partnership content
Magazine or media coverage
Post 2-4 times a day. To increase reach and engagement on Facebook, Facebook advertising is essential. Nonna Tata should focus on boosting posts,
promoting the company page, advertising special offers and sending people to the site. Create ad sets that touch on each persona. Most importantly, focus
on acquiring customers to your location by target appropriate users in the Fort Worth area. Focus on the
older personas for this platform.
I N S T A G R A M is best for depicting menu items, cross promotion of content, spreading awareness of your brand and
culture, promoting special offers and engagement
Posts ideas:
Images of food and drinks Time-lapse videos
In-the-kitchen photos Customer spot lights
Videos Event photos
links or snapshots from blog posts
Post 1-2 times a day. Download an app like Lightroom CC or VSCO and choose a consistent filter
for all photos posted. Feature content about your customers and share community news to build
relationships in the Fort Worth community. The more you engage with your audience, the more often it
will show up on customer feeds. Also, be sure to geo-tag to your content by tagging the location of your
restaurant. This gives content a better chance of being featured. Focus on the younger personas for
this platform.
C U R R E N T I N S T A G R A M D E S I G N
C U R R E N T F A C E B O O K D E S I G N
C U R R E N T W E B S I T E D E S I G N
Nonna Tata’s website utilizes authentic Italian
designs with quality images of their various dishes. It has a link to Zagat where you
can read reviews as well as a link to the menu. I
recommend showcasing the restaurant features by including photos, specials,
reservations and online ordering. Linking articles to the website about rewards
would be a beneficial addition as well.
Like the website, the Facebook page follows the
same authentic Italian lettering and design. The
page is used most frequently to post casual
announcements. To increase page likes and customer interaction, I
recommend being more creative in content posts. Mixing between content
types (photos, videos, blogs) keep customers
more engaged and drive traffic. This is also the best platform to acknowledge customer service inquiries.
Nonna Tata’s Instagram page is extremely underdeveloped. This poses an opportunity to
build it from scratch. Posts should include photos of menu items, customers and
community involvement. Posts should be creativity and relevant in order to engage the
various personas. To increase followers, it’s important to develop a company culture that is seen through the posts. Content that depicts
the authentic atmosphere will be the most rewarding.
S U M M A R Y
Goal: To become the first choice for customers searching for an Italian kitchen Objective #1–Increase Facebook page likes to 4,000 by May 2019
Objective #2 – Develop an Instagram page Objective #3- Be featured in 10 outside publications by May 2019
Objective #3- Strengthen SEO Goal: To grow a customer base of targeted, loyal foodies from social media initiatives
Objective #1 – 5% increase in customer visits by May 2019
Constantly review goals and strategies as you progress into the future.
H T T P : / / W W W . N O N N A T A T A . C O M H T T P S : / / W W W . F A C E B O O K . C O M / N O N N A T A T A F O R T W O R T H /
H T T P S : / / W W W . I N S T A G R A M . C O M / N O N N A T A T A F W /
R E S O U R C E S
https://www.restohub.org/operations/promotion/restaurant-marketing-plan-ideas-strategies/ https://www.singleplatform.com/blog/restaurant-content-marketing-101
https://restaurantengine.com/content-marketing-strategy/
C O N T E N T M A R K E T I N G A N D S O C I A L M E D I A A R E P O W E R F U L T O O L S F O R A N Y B U S I N E S S . P R O V I D I N G
Y O U R P O T E N T I A L C U S T O M E R S , L O Y A L N O N N A T A T A A D V O C A T E S , A N D S O C I A L F O L L O W E R S W I T H
V A L U A B L E C O N T E N T H E L P S Y O U S T A N D O U T F R O M C O M P E T I T O R S I N F O R T W O R T H A R E A . I T A L S O W O R K S T O E S T A B L I S H Y O U R R E S T A U R A N T ’ S C R E D I B I L I T Y A N D
T R U S T W O R T H I N E S S .
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