HeritageHotel_Ceynor_DigitalMarketingPlan

2015

HERITAGE ANURADHAPURA

CEY-NOR THAI

DIGITAL MARKETING PLAN This is the Integrated Digital Marketing Plan made to Heritage Hotel Anuradhapura and Cey-Nor Thai Seafood Restaurant from June 2015 to May 2016

2 Index

Index

01. Welcome

PART 1 – Heritage Anuradhapura

02. Business nature & current behavior

03. Management expectations

04. Solution

05. Suggestions & Improvements

PART 2 – Cey-Nor Thai

06. Business nature & current behavior

07. Management expectations

08. Solution

09. Suggestions & Improvements

10. Social media analytics

11. Schedule (Attached Excel sheet)

12. Costing

3 Welcome to BIG BOSS

Welcome to BIG BOSS

BIB BOSS, the fully owned Sri Lankan creative firm founded in January 2008, started from

the scratch, made its way to success with a unique service model, highly reliable methodology

and a team comprised of subject experts helped its way of journey so far. Our results centric

formula will not only look for right information but also look to improve your brand, improve

product/service to profit more, while maintain service quality in all ends

Our service model cover functions in eight core divisions namely research, creative,

copywriting, AV productions, media, printing, event management and IT to offer

comprehensive B2B solutions. The methodology we follow comprised of five stages, namely

STRATEGY, DESIGN, TECHNOLOGY, ADVERTISING and EVALUATION

In order to build a long lasting business relationship, we offer you the most affordable and

flexible pricing, that’s why we at BIG BOSS always say try and see the difference, yes we

are Change Agents

BIG BOSS, creative firm with a unique service model and proven methodology formed

according to the internationally acknowledged standards backed by interactive tools,

applications and customized marketing surveys to collect critical consumer data

for the development of the plans on marketing your products/services, push you that extra mile to profit more. Our methodology and process highly compatible with any kind

of marketing, public relations or advertising requirement comes from both local, international corporate sector entities, non-corporate sector entities, individuals and organizations.

BIG BOSS is also identified by its clientele as an umbrella brand sheltering its eight core

divisions to carry multiple functions on comprehensive market research, creative,

copywriting, AV productions, media, advertising,

printing, event management and IT effectively fulfill all your marketing &

advertising needs from one house which could save your time and money

“It’s perfectly true that smarter content drive faster deals,

while right information with crystal clear data could make your

plans more efficient and productive to reach your customers with

more value”

4 Welcome to BIG BOSS

5 Part 1- Heritage Anuradhapura

Part 1- Heritage Anuradhapura

Business nature & current behavior

About Anuradhapura Anuradhapura is the capital city of North central province and Anuradhapura district. It’s a

renowned ancient capital of Sri Lanka which lasted for about 1500 years, until the 10th

century AD, famous for its well preserved ruins of ancient Sri Lankan civilization; it was the

3rd capital of Kingdom Rajarata after Tambapanni and Upatissa Nuwara. The city now a

UNESCO world heritage site was the heart of Theravada Buddhism for many centuries.

Distance from current capital Colombo to Anuradhapura is 205 Km, city is on the banks of

the historic malvathu oya. It is one of the oldest continuously inhabited cities in the world

and one of the eight world heritage sites in Sri Lanka found in 4th century BC. It’s the oldest

city in the cultural triangle; tens of thousands of people lived in a city of royal places,

monasteries, temples topped by glittering jewels, houses of two or three storey, shops,

pleasure gardens, bathing pools and wooded parks. There are ruins remained of the bell

shaped dagobas namely Thuparama which enshrines a relic of Lord Buddha,

Ruwanweliseya, Abhayagiri and Jethawana

City area lies in 7179 Km2 (2772 sq mi) and urban area of 36 Km2 (14 sq mi) with an

elevation of 81m (266 ft). Population by 2011 in the city area is 63,208 residents with a

density of 2314/ Km2 (5990/sq mi)

Tourist’s arrivals in Sri Lanka 2014 - 2015

The tourists’ arrivals in Anuradhapura, Sri Lanka have increased by 2011 and onwards, by a 2% - 4%. 45% of the tourists visit Anuradhapura because of its ancient ruins, 25% of tourists visit because of the archeological environment of this old city. The religion and climate importance are not given as special reasons to visit Anuradhapura. 55% of the tourists revealed that hotel and restaurant facilities are at a sufficient level. 55% agreed that charges of tourist tickets are not in a satisfactory level. Although there are enough guides, tourists complain about the service of hotel and restaurants on few things namely unreasonable charges, weal language skills and lack of integrity on information given by them There are over 65 hotels delivering its services in Anuradhapura area commercially

YEAR MONTH Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2014 146575 141878 133048 112631 90046 103175 133971 140319 105535 121576 119727 178672 2015 156246 165541 157051 122217 N/A N/A N/A N/A N/A N/A N/A N/A


About Heritage Hotel Heritage Hotel has launched its operations in 2009 located in Anuradhapura facilitated

both local and foreign visitors throughout the 6 years in its business. It’s situated in the

heart of the city and in front of the popular Tissa wewa. Hotel has its unique features

identified by its favorites namely state of the art facilities, perfect entrance, breathtaking

garden, Outdoor swimming pool, kids pool, poolside bar, car park, valet parking, banquet,

Nelum hall, Conference room, Manel restaurant, Buffet, BBQ facility, coffee shop, Olu bar,

smoking area, car hire, currency exchange, meeting facility, facilities for disabled guests like

wheel chair, safety deposit boxes, bicycle rental, rooms with King size beds, twin beds with

all the necessary accessories namely rain showers, free Wi-Fi, TV with international, local

channels, air conditioned, tea, coffee making facility, bottled water, mini bar, balcony (lake

view/garden view), telephone with IDD facility and hair dryer, room service, laundry

service, Doctor on call, lounge area, iron, iron board, baby cots if required, Ayurvedic spa,

boat rides, ruins, willpattu and lots of eye catching sceneries. Foreigners mostly visit from

UK, USA and Netherland while locals visit from residents and Colombo. Historical value of

the city has given extra advantage for its successful journey in the industry. Their

reservation office located at 335 A, D.R. Wijewardene Mawatha, Colombo 10

Their main target segments, 1 Foreign visitors 2 Local visitors

In the business point of view the main packages they offer,

1 B&B (Bed & Breakfast) 2 Half board 3 Full board

It’s a service base business, Main Deliverables

1 Food & beverages 2 Accommodation with complimentary modern facilities

3 Indoor & Outdoor facilities 4 Outdoor activities and travel guidance

Their main Income areas,

Reservations, Meals, Accommodation & Banquet

Reservations made by,

1 Travel agent 2 Online booking engines (tripadvisor, agoda etc…) 3 Calls 4 Emails 5 Direct visits


Marketing channels

Online Media

1 Google search 2 Corporate website 3 Social Media (Facebook & Twitter)

4 3rd party web accounts 5 3rd party websites 6 3rd party blogs

7 Online Directories 8 Email

Offline Media

1 Newspapers 2 Magazines 3 Offline Directories 4 SMS

Process map

RESERVATIONS

Direct Visits

Foreigners

Calls

Emails

Online Booking Engines

Google Search

Locals

Website

Facebook

Twitter

Travel Agents

3rd Party Web Accounts

3rd Party Websites

3rd Party Blogs

Newspapers

Magazines

Offline Directories

Online Directories

Offline Media

Online Media


Now we look into the focus areas of our Digital marketing plan, current statistics and behavior,

Facebook

Facebook Content Management in 2015

MONTH UPDATES DESIGNS January 16 10 February 16 9 March 15 9 April 08 4

So according to graph, average designs per week vary from 2-3 times while average of overall updates on Facebook page vary from 2-4 times, currently the page receives frequent interactions namely recommendations, page visits, repeat page visits, reviews, page likes, post likes, comments and shares. Mini campaigns run in a timely manner to attract visitors which is highly successful in the means of sharing and liking posts, special packages and Discounts offer to the visitors through Facebook postings, rates of response, inquiry and interactions are healthy

Facebook Advertising

Currently they invest for Facebook advertising on a weekly basis, they advertise on promoting Postings and the Page

Facebook

1. 30,280 Likes

2. 829 Visits


Twitter

Twitter page hasn’t been updated from a while now, number of Tweets and responses have gone down

Email Campaign

Currently they do Email campaign from 250000 -300000 Email registrants on a weekly basis from 2-3 times, receiving mix responses. Don’t receive any Email performance reports and doesn’t attend to results analytics at the moment

SMS Campaign

Currently they do SMS campaign to 2500 phone numbers on a weekly basis, receiving mix responses. They don’t attend to results analytics at the moment

Twitter

1. 52 Tweets

2. 1648 Following

3. 599 Followers

4. 6 Favorites


Management expectations

The management understands the importance of keep the momentum going to achieve a steady growth in sales. Currently the Social media centric to Facebook, doing fine, so they expect to develop its fan page while keeping the momentum in interactions through special offers and Discounts. They also look to restart the Twitter page updated in a frequent manner while expanding its ends to new social media channel openings namely in Instagram, Google plus and LinkedIn, LinkedIn would be useful in headhunting and recruitments in the long run; also it helps to develop the corporate brand identity among the professional networks while attracting the focus of local, foreign prospects and industry professionals. Management also has the urge to continue the Email and SMS campaigns in the same manner from June, 2015 onwards. Now the management looking for a specialist to carry its Social media, Digital and PR operations, focusing on the existing marketing channels while diversify the marketing channels namely new marketing channel openings. Big Boss, the creative firm comes to fill that vacuum with proper guidance, we look forward to activate a results base approach where management can assess the real time results data and analytics from the marketing campaigns to decide the budgets for next month based on the success rate, so we introduce the real time analytics driven method helping the management to take decisions in order to reduce budget wastage and effectively market to gain maximum results Also the management ready to listen to the suggestions and improvements that can be applied on current marketing channels and channels to set up, their main focus areas are as follows,

1. Increase reservations, inquiries and sales

2. Increase the number of visits and prospects to hotel

3. Increase the traffic, daily visits, prospects, number of conversions and sale from

website and online booking engines

4. Increase number of Facebook impressions, ad clicks, page visits, page LIKES and

overall interactions (page likes, shares, post likes, shares and comments)

5. Increase number of Twitter page visits, page FOLLOWERS and overall interactions

(page followers, tweets and comments)

6. Increase the number of Social media marketing channels

7. Increase number of Instagram, Google plus and LinkedIn page visits, page

FOLLOWERS and overall interactions

8. Extensive awareness of Corporate brand among locals and foreigners

9. Earn customer loyalty by introducing discounts and new campaigns time to time

through social media, emails campaigns and SMS campaigns

10. Decrease bouncing rate, increase retention rate and surf time of visitors to the

website and social media (Facebook, Twitter, Instagram etc…)


Solution

1. Social Media OBJECTIVE To provide social media campaign that develops a social media presence for better branding and sharing of information with their prospects, through the use of targeted marketing and social media, the company will share the message of the values driving the organization’s business while improving brand awareness. GOALS • Increase visitors to Social Media Channels • Increase brand awareness of the company • Gain “Likes” for Facebook Page • Gain “Followers” on Twitter • Gain “Followers” on Instagram & Sharing with Instagram community • Gain “Followers” on Google plus & Sharing with Google plus community • Gain “Connections” on LinkedIn & Sharing with LinkedIn Business Networks • Share accurate and correct information about the hotel and its offers with public Social Media Plan that specifically targets the needs of Company that fits with the current marketing and public relations campaign in place. We continually monitor and tailor your plan to ensure that maximum results are achieved. These plans can include: • Campaign and Strategy Planning • Setting up the Social Media Calendar (from June 2015 onwards) • Design the campaigns for social media • Maintenance Social media Content shall be presented in English. There are five Social media channels we

look to promote,

- Facebook OBJECTIVES • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events / Promotions • Engage with influencer • Weekly posts on FB ACTION ITEMS • Set up sponsored posts and page • Inquiry handling (with 15m maximum response time)


KEY METRICS • X number of posts per day • Page follows • Likes • Engagement and comments • Referring traffic • Shares • Lead generation/new customers

o Facebook content management

Facebook content would be more focusing on, Heritage brand location services features special offers discounted campaigns

Posting design targeting prospects in a sensible manner, communicate on, Visitor offers their temptations their behavior their needs

Postings and updates will be added daily basis to gather more interactions namely page likes, post likes, post shares and post comments. We also do Online customer inquiry management by respond their questions about packages, pricing etc…buttons for tripadvisor, agoda and other online booking engines can be integrated in Facebook, so prospects can easily direct access to sites from Facebook by one click

o Facebook advertising Facebook advertisements placed to promote Facebook postings and Facebook page timely manner, advertisements can be placed to communicate on seasonal offers, new package launches, existing services, features, discounted campaigns, special offers

o Facebook application development (Recommended)

Heritage hotel Food & Beverages Menu should be developed and integrated so the Facebook visitors on your page can surf and get an idea about it, Menu will be presented with information & images in a way the visitors attract, also the feature application can be developed to emphasize all the features with images, because of the apps, visitors who needs only information can retrieve Menu and information of features without entering the website, saves their time


- Twitter

OBJECTIVES • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Segment influencers and create lists • Communicate issues from social media to support team and ensure follow-up • Listen and respond to relevant conversations

ACTION ITEMS • Utilize promoted tweets and pinned tweets

KEY METRICS • X number of posts • Followers • Mentions • Re tweets • Number of lists • Hash tag usage • Influence of Twitter followers

- Instagram

OBJECTIVES • Brand awareness • Engagement with visual assets • Showcase services/packages/menu/features/offers • Showcase hotel culture • Showcase marketing events/campaigns • Link back to website and other Social Media

ACTION ITEMS • Determine ownership of photo sites • Decide on general branding guidelines for photos • Encourage employees to participate and share their own photos

KEY METRICS • Referral traffic • Shares and comments • View of photos • Page rankings on key terms from photo sharing sites • Lead generation


- Google plus


ACTION ITEMS • Utilize promoted posts

KEY METRICS • X number of updates • Followers • Mentions • Number of lists • Influence of Google plus followers

- LinkedIn

OBJECTIVES • Corporate brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Engage with influencer • Recruitments and headhunting for employee, interns • Networking, engage with similar service based business groups and industry

professionals

ACTION ITEMS • Networking, with business professionals, groups, interns and prospectus candidates

KEY METRICS • X number of posts per month • Page connections • Likes • Engagement and comments • Number of business professionals, networks and groups • Lead generation


2. Email marketing

OBJECTIVES • Brand awareness • Showcase services & packages • Special offers and promotions • Discount campaigns • Event invites ACTION ITEMS • Set up Weekly Email Shots KEY METRICS • X number of emails per week • Link back to social media and website • Upcoming Promotions • Received responsive inquiries (calls & emails) • Generated prospect leads • Number of conversions/reservations

Email marketing would be a personalized marketing method. Emails will direct your

prospects to Website and Hotel. This will be a bulk Email campaign. Through emails we

communicate about seasonal offers, features, new service/package launches, existing

packages and discounted campaigns. Responsive inquiries to Emails from prospects come

through calls and emails

3. SMS Marketing

OBJECTIVES • Brand awareness • Share new offers • Share discounted campaigns • Event Invites ACTION ITEMS • Set up Weekly SMS Shots KEY METRICS • X number of SMS per week • Upcoming Promotions • Receives responsive inquiries from prospects • Generated leads • Number of conversions/reservations • Number of customers visit hotel


Suggestions & Improvements

1. Analytics for better decisions It is very important to know the business patterns, customer behavior, tasks performed and activities in your hotel in order to collect accurate data which will help you in the long run to take right decisions to strive in corporate success. You need to identify the key metrics which affect your day today business operations, monthly sale and profits, all your success depend on those points, the information you collect will help you to be specific and effective for financial forecasting and sales forecasting in your business or marketing plan annually, you can keep a track of your day today operational, marketing data, careful analysis and through comprehensive surveys in order to collect right information, key metrics are as follows, - Number of overall incoming customers to hotel /month - Number of foreign customers /month - Number of foreign customers based on their country (UK, USA, Netherland etc…) - Number of residents visit /month - Number of locals from out of Anuradhapura visit /month - Number of telephone inquiries received / month - Number of Email inquiries received / month - Number of online inquiries received (social media, web etc…) / month - Number of inquiries through print media (Newspaper, magazine and directories) / month - Number of direct hotel reservations made / month - Number of reservations made through travel agents / month - Number of reservations made through online booking engines (Tripadvisor, Agoda etc…) /

month - Number of inquiries through Email campaigns / month - Number of reservations made through Email campaigns / month - Number of inquiries through SMS campaigns / month - Number of reservations made through SMS campaigns / month - Number of visits to online booking engines (Tripadvisor, agoda etc…) / month - Number of visitors to website / month - Number of B&B packages / month - Number of Half board packages / month - Number of Full board packages / month - Number of room only service / month - Number of single meal (breakfast or lunch or dinner) / month etc…

So management able to take 99% accurate decisions or make predictions on deciding the effective, working marketing methods, techniques, the budgets allocate in different marketing methods and media to save time and money, also whether to increase or reduce budgets on certain marketing channels


2. Newspapers / Magazines Advertorials are effective method to market through Newspapers as print media monthly or quarterly basis throughout the year. Advertorials consist of advertisement and article. Newspapers targeted are,

o The Island (English) o Ceylon FT (English) o Mawbima FT (Sinhala)

Advertise on,

o 19 x 4 full color box advertisement on The Island Newspaper 9 times per year

o 19 x 4 full color box advertisement on Ceylon FT Newspaper 3 times per year

Costing for design and advertising

Articles quarterly basis on, o Article on The Island Newspaper two times per year (2nd & 4th Q) o Article on Ceylon FT Newspaper one time per year (3rd Q) o Article on Mawbima FT Newspaper one time per year (1st Q)

Costing for article compilation (copywriting), sponsored food, accommodation and fuel for a weekend stay for 3pax max at the hotel

NP MONTH

2015 2016 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

The Island Ad Ceylon FT Ad The Island Article Ceylon FT Article Mawbima FT Article Advertorials can be placed in magazines, namely, LBR, Travel, and Leisure etc…


3. Search Engine Optimization

There are two types of Search engine optimization methods, namely,

o Onsite search engine optimization Keyword tagging (code) XML site map integration Google SE integration Blog management

Costing for article compilation (copywriting), updated weekly basis, minimum 8 blog articles per month (600 words each)

This way you can move your website up in the rank in Google search, should identify the critical key words users may search

o Offsite search engine optimization Keyword buying

Costing for hosting, domains and article compilation (copywriting) Ex:

Domain names purchased can be www.anuradhapura.com, www.worldheritagesrilankacom, www.tourismsrilanka.com etc… Start blogs under those domain names and continue to compile blog articles frequent basis, here we won’t direct mention about Heritage hotel but indirectly connecting to different topics with the most critical key words searched

Paid text ads on Google Search Paid image or text ads on Google registered web/blog network Paid image or text ads on Gmail 3rd party web accounts (static and booking engines) 3rd party websites (advertise & articles) 3rd party blogs (advertise & articles) Online Directories

Deliverables, the SEO plan (options selected by client) Execution of the plan with selected options by client, if required by the client

4. Web audit

Proper audit for your website would indicate all the existing errors and areas to improve; this would help you to move the rank up in the Google search by taking necessary actions to solve those issues

Deliverables, the audit report, Q&A report (addressing the issues with solution) Costing for comprehensive audit and deliverables

http://www.anuradhapura.com/

http://www.worldheritagesrilankacom/

http://www.tourismsrilanka.com/


5. Web analytics

Web analytics would help you to understand and retrieve critical data to analyze the performance while helping their future decisions to take on budget allocation and perform necessary tasks related to website and marketing channels connected with it, Key metrics are as follows,

o Number of visits on website / month o Number of views / page o Number of time spent / page o Bounce rate

Deliverables, the analytics report, performance report Costing for deliverables

6. Mobile app

In Sri Lanka, the number of mobiles exceeds the number of citizens, it’s almost saturated, over 20m mobile connections, some citizens uses more than one mobile, over 50% access internet via mobile, so Mobile marketing is trending and developing rapidly in recent days, It’s important to,

o Develop a Mobile application We would like to show you the importance of developing Heritage hotel branded Mobile Application to use by Mobile devices namely smart phones, Tabs and Palm tops etc… This could become another marketing channel. Through the Mobile Application users can check your services, packages, features, reviews, get notifications, place orders and make reservations. This application will be compatible for both Android and iOS versions, so users could easily download it from Google store, Android store and Apple store

o Develop Mobile version of your website Nowadays Google give more prominence to those websites with a mobile friendly version when ranking websites in Google search engine

7. AV Productions

Heritage Anuradhapura is a 6th grader now, celebrating its 6th successful year of its journey in 2015, so we suggest it’s time for you to develop a Video documentary about the hotel, its features, activities, location, management, Anuradhapura etc… applications of this video documentary are,

o Social media (Facebook, Twitter, Instagram, Google plus, LinkedIn & YouTube)

o TV Programme, free on business programme of a selected TV channel

The documentary can be recorded in both English and Sinhala language according to the client request, or with relevant subtitles


21 Part 2- Cey-Nor Thai

Part 2- Cey-Nor Thai

Business nature & current behavior

About Cey-Nor Thai Cey-Nor Thai seafood restaurant located at No 335/A, D.R. Wijewardene Mawatha,

Colombo 10, Sri Lanka, by the bank of Beire lake, overlooking the Colombo city. It’s open

from Monday to Sunday on two shifts, 11.00 AM – 3.00 PM and 6.00 PM – 11.00 PM. This is

also known as the largest restaurant in the heart of Colombo facing the Beire Lake with a

mind relaxing atmosphere. Mainly offer Thai cuisines made according to original Thai

recipes, cooked exclusively by two Thai chefs, it’s the best opportunity in town to know-

how the native Thai food with its traditional mouth watering flavors to give you that 5 star

experience, beside Thai food it also offers you Chinese, Indian and Pakistani cuisines to

widen your taste buds

The indoor vestibule is delimited by glass walls permitting you to enjoy the scenery outside

of the lakeside; the hallway can assist 350 people, becoming the ideal place to have dinner

or your party in town. Both Menu served and buffet available suits your need, this also can

be used as a banquet hall with the bar facilitate weddings and conferences. It also provides

you with premium outdoor dine experience with outdoor seating in the garden facing the

Colombo Skyline overlooking the Beire Lake. Our skilful staff is ready to serve you with

utmost class to fulfill your needs. The hotel is also located among the corporate offices in

town, namely Lake House, WTC, AIA etc… which gives the ideal opportunity to reach fast

The parking lot has given an added advantage to the restaurant, offering lunch, dinner and

drinks. You can make your reservation while walk in, ideal for groups, couples and kids.

They have the delivery service in the Colombo town area; also you have the chance of take

out the food if required. You can pay by your Visa, American Express and Master card

Their main target segments, 1 Residents in town 2 Corporate personnel 3 Couples 4 Groups

In the business point of view the main packages they offer,

1 Set menu for lunch and dinner 2 Open buffet 3 Drinks

It’s a service base business, Main Deliverables

1 Thai, Chinese, Indian and Pakistani Cuisines 2 Banquet hall 3 Open bar 4 Parking lot

Their main Income areas,

Reservations, Walk in, Take out, Delivery & Banquet


Marketing channels

Online Media

1 Social Media (Facebook) 2 Email

Offline Media

1 SMS Now we look into the focus areas of our Digital marketing plan, currently they don’t have a website, social media is limited to Facebook, current statistics and behavior,

Facebook

Facebook Content Management in 2015

MONTH UPDATES DESIGNS January 05 02 February 05 03 March 04 04 April 05 03

So according to graph, average designs per week vary from 0-1 times while average of overall updates on Facebook page vary from 1-2 times, currently the pace of receiving interactions namely recommendations, page visits, repeat page visits, reviews, page likes, post likes, comments and shares is too slow. Mini campaigns run in a timely manner to attract visitors which is highly successful in the means of reservations, walk in visits, sharing and liking posts, special packages and Discounts offer to the visitors through Facebook postings, rates of response, inquiry and interactions are healthy

Facebook

1. 5,755 Likes

2. 2412 Visits

3. 131 reviews


Facebook Advertising

Currently they invest for Facebook advertising on a weekly basis, they advertise on promoting Postings and the Page

Email Campaign

Currently they do Email campaign from 250000 -300000 Email registrants on a weekly basis from 2-3 times, receiving mix responses. Don’t receive any Email performance reports and doesn’t attend to results analytics at the moment

SMS Campaign

Currently they do SMS campaign to random phone numbers on a weekly basis, receiving mix responses. They don’t attend to results analytics at the moment


Management expectations The management understands the importance of enhance its marketing channels to gain more results. Currently they don’t have a website to Cey-Nor Thai which creates a vacuum in the means of web presence big time, social media centric to Facebook only, developing slowly, so they expect to develop its fan page while keeping the momentum in interactions through special offers and Discounts. They also look to open new social media channels namely in Twitter, Instagram, Google plus and LinkedIn, Management also has the urge to continue the Email and SMS campaigns in the same manner from June, 2015 onwards. Now the management looking for a specialist to carry its Social media, Digital and PR operations, focusing on the existing marketing channels while diversify the marketing channels namely new marketing channel openings. Big Boss, the creative firm comes to fill that vacuum with proper guidance, we look forward to activate a results base approach where management can assess the real time results data and analytics from the marketing campaigns to decide the budgets for next month based on the success rate, so we introduce the real time analytics driven method helping the management to take decisions in order to reduce budget wastage and effectively market to gain maximum results Also the management ready to listen to the suggestions and improvements that can be applied on current marketing channels and channels to set up, their main focus areas are as follows,

1. Increase reservations, Take away, Deliveries, inquiries and sales

2. Increase the number of Walk ins to restaurant

3. Increase number of Facebook impressions, ad clicks, page visits, page LIKES and

overall interactions (page likes, shares, post likes, shares and comments)

4. Increase the number of Social media marketing channels

5. Increase number of Twitter, Instagram, Google plus and LinkedIn page visits, page

FOLLOWERS and overall interactions

6. Extensive awareness of Corporate brand among locals and foreigners in town

7. Earn customer loyalty by introducing discounts and new campaigns time to time

through social media, emails campaigns and SMS campaigns


Solution

1. Social Media

OBJECTIVE To provide social media campaign that develops a social media presence for better branding and sharing of information with their prospects, through the use of targeted marketing and social media, the company will share the message of the values driving the organization’s business while improving brand awareness. GOALS •Opening up new Social Media Channels •Increase visitors to Social Media Channels • Increase brand awareness of the company • Gain “Likes” for Facebook Page • Gain “Followers” on Twitter • Gain “Followers” on Instagram & Sharing with Instagram community • Gain “Followers” on Google plus & Sharing with Google plus community • Gain “Connections” on LinkedIn & Sharing with LinkedIn Business Networks • Share accurate and correct information about the restaurant and its offers with public Social Media Plan that specifically targets the needs of Company that fits with the current marketing and public relations campaign in place. We continually monitor and tailor your plan to ensure that maximum results are achieved. These plans can include: • Campaign and Strategy Planning • Setting up the Social Media Calendar (from June 2015 onwards) • Design the campaigns for social media • Maintenance Social media Content shall be presented in English. There are five Social media channels we

look to promote,

- Facebook OBJECTIVES • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events / Promotions • Engage with influencer • Weekly posts on FB ACTION ITEMS • Set up sponsored posts and page • Inquiry handling (with 15m maximum response time)


KEY METRICS • X number of posts per day • Page follows • Likes • Engagement and comments • Referring traffic • Shares • Lead generation/new customers

o Facebook content management

Facebook content would be more focusing on, Cey-Nor brand Cuisines location services features special offers discounted campaigns

Posting design targeting prospects in a sensible

manner, communicate on, Visitor offers their temptations their behavior their needs

Postings and updates will be added daily basis to gather more interactions namely page likes, post likes, post shares and post comments. We also do Online customer inquiry management by respond their questions about services, cuisines, pricing etc…button for tripadvisor can be integrated in Facebook, so prospects can easily direct access to sites from Facebook by one click

o Facebook Groups Facebook groups can be open targeting separate cuisines, namely, Thai, Chinese, Indian and Pakistani, this way we could interact with the Facebook users in a more personnel level, distinguishing according to their exact temptation or favorites, then it’s easy for us to identify the exact need to cater specifically

o Facebook advertising Facebook advertisements placed to promote Facebook postings and Facebook page timely manner, advertisements can be placed to communicate on seasonal offers, new food & beverage launches, existing services, features, discounted campaigns, special offers

1

2


o Facebook application development (Recommended)

Cey-Nor restaurant Food & Beverages Menu should be developed and integrated so the Facebook visitors on your page can surf and get an idea about it, Menu will be presented with information & images in a way the visitors attract

New Social Media Channels opening in Twitter, Instagram, Google plus and LinkedIn

- Twitter


ACTION ITEMS • Utilize promoted tweets and pinned tweets

KEY METRICS • X number of posts • Followers • Mentions • Re tweets • Number of lists • Hash tag usage • Influence of Twitter followers

- Instagram

OBJECTIVES • Brand awareness • Engagement with visual assets • Showcase services/menu/features/offers • Showcase restaurant culture • Showcase marketing events/campaigns • Link back to other Social Media

ACTION ITEMS • Determine ownership of photo sites • Decide on general branding guidelines for photos • Encourage employees to participate and share their own photos

KEY METRICS • Referral traffic • Shares and comments • View of photos • Page rankings on key terms from photo sharing sites • Lead generation


Google plus


ACTION ITEMS • Utilize promoted posts

KEY METRICS • X number of updates • Followers • Mentions • Number of lists • Influence of Google plus followers

- LinkedIn

OBJECTIVES • Corporate brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Engage with influencer • Recruitments and headhunting for employee, interns • Networking, engage with similar service based business groups and industry

professionals

ACTION ITEMS • Networking, with business professionals, groups, interns and prospectus candidates

KEY METRICS • X number of posts per month • Page connections • Likes • Engagement and comments • Number of business professionals, networks and groups • Lead generation


2. Email marketing

OBJECTIVES • Brand awareness • Showcase services & packages • Special offers and promotions • Discount campaigns • Event invites ACTION ITEMS • Set up Weekly Email Shots KEY METRICS • X number of emails per week • Link back to social media • Upcoming Promotions • Received responsive inquiries (calls & emails) • Generated prospect leads • Number of reservations, walk in and deliveries

Email marketing would be a personalized marketing method. Emails will direct your

prospects to the restaurant. This will be a bulk Email campaign. Through emails we

communicate about seasonal offers, features, new food & beverage launches, existing menu

items and discounted campaigns. Responsive inquiries to Emails from prospects come

through calls and emails

3. SMS Marketing

OBJECTIVES • Brand awareness • Share new offers • Share discounted campaigns • Event Invites ACTION ITEMS • Set up Weekly SMS Shots KEY METRICS • X number of SMS per week • Upcoming Promotions • Receives responsive inquiries from prospects • Generated leads • Number of reservations, walk in and deliveries • Number of customers visit restaurant


Suggestions & Improvements

1. Research & surveys We suggest launching a survey to collect data covering all corporate sector companies in the area near the restaurant, key data to collect,

o Corporate personnel information o Their Emails o Their Telephone numbers o Their favorite food & beverages o Their affordability o Their dining behavior (whether go out to dine or brought from house) o Their home locations o Their marital status and children etc…

This way we could collect the data in a potential database to communicate, namely

o Launch in-house personnel Email campaigns on offers to their Emails o Launch in-house personnel SMS campaigns on offers to their Phones

This way you can save a lot of time and money as it’s your most potential customer base with the shortest distant to your restaurant, in order to cut more cost you can,

o Buy an Bulk Email sending S/W (monthly basis) to send to database you collect from the survey in-house

o Buy your own company dedicated number (Ex :7788) to send SMS in-house to your database, so the message showed to the prospect as “Cey-Nor Thai”

Analytics are important in making accurate forecasts; key metrics are as follows, - Number of overall incoming customers to hotel /month - Number of reservations / month - Number of Walk in / month - Number of deliveries / month

So management able to take 99% accurate decisions or make predictions on deciding the effective, working marketing methods, techniques, the budgets allocate in different marketing methods and media to save time and money, also whether to increase or reduce budgets on certain marketing channels


2. Newspapers / Magazines

Advertorials are effective method to market through Newspapers, Magazines and Directories as print media monthly or quarterly basis throughout the year. Advertorials consist of advertisement and article.

Advertisements, Costing for design and advertising

Articles, Costing for article compilation (copywriting), sponsored food, accommodation and fuel for a weekend stay for 3pax max at the hotel

3. Web design, development & Search Engine Optimization

It’s important to design & develop a website to Cey-Nor Thai, is should be a static website, then we could perform a SEO campaign, also it’s important for you to develop the Mobile friendly version of the website too,

Costing for Domain, hosting, web design and development

There are two types of Search engine optimization methods, namely,

o Onsite search engine optimization Keyword tagging (code) XML site map integration Google SE integration Blog management

Costing for article compilation (copywriting), updated weekly basis,

This way you can move your website up in the rank in Google search, should identify the critical key words users may search

o Offsite search engine optimization Keyword buying

Costing for hosting, domains and article compilation (copywriting) Paid text ads on Google Search Paid image or text ads on Google registered web/blog network Paid image or text ads on Gmail 3rd party web accounts (static and booking engines) 3rd party websites (advertise & articles in food & beverage related) 3rd party blogs (advertise & articles in food & beverage related) Online Directories

Deliverables, the SEO plan (options selected by client) Execution of the plan with selected options by client, if required by the client

4. Restaurant In-house applications

o Hire a calypso group or vocal-instrumental band o TV Screen to launch movie nights and Cricket matches o Game nights (pool table, video games etc…)

32 Social Media Analytics

Social Media Analytics Facebook Analytics Facebook Analytics are split into General Info; Fans; Engagement Rating; Posts; Response Rating; Key Influencers; and Admin Stats. Here is what each section covers: General info This section gives an overview of your page and awards a score out of 100. The total score is made up of 4 sections – fans (10%), content (30%), engagement (35%) and quality (25%). The scores are awarded as follows: • To gain a high fan score, you need a balanced, stable increase in fan numbers. • Your content score is decided by whether you are posting regularly, posting different types of content and making use of different tabs. • Engagement looks at the number of interactions on your page in ratio to the number of fans. • The quality score measures whether you are losing fans, posting too little or too often, posting content without describing text, disabling fans from posting, posting more than once in a short period of time, reposting identical content and whether your posts are longer than 400 characters. This provides an interesting snapshot of how your page is performing and, more importantly, how you compare to your competitors. If your page is not performing, its quick easy to see which area you’re struggling with. However, you aren’t provided with a further breakdown of how to improve your score, so it’s up to you or your agency to look into this manually.


Fans This section provides a detailed look at how your fan numbers are changing. What is your daily fan growth? How many people are talking about your page? Which day of the week are you generating most likes? And how does this compare to your competitors?

Engagement rating All social brands are striving to increase engagement on their Page, making this perhaps the most useful section. It measures what type of content your fans like and when they are most likely to engage with you. They measure average and daily engagement rates as follows:

Posts What is being posted on your page? Who? When?

Response rate How long do fans have to wait to get answers to their questions? A key indicator of how ‘socially’ responsive your company is.

Key influencers Keep track of who is most active on your page and what they are saying.

http://monitoring-social-media.com/wp-content/uploads/2012/10/Average-Facebook-engagement-rate.png

http://monitoring-social-media.com/wp-content/uploads/2012/10/Daily-Engagement-Rate.png


Admin stats As the name suggests, these stats are only available to Page admins. They include details on the age, location and gender of fans, as well as page impressions, page Likes by source, and external referrers.

Twitter Analytics Twitter Analytics are split into Followers; Tweets; Engagement Rating; Key Influencers; and Response Rate. Here is what each section covers: Followers Track changes in the number of followers and following. This is broken down to show you when

you’re highest increases/ decreases were which day of the week you gain most followers and how many users you have listed. Tweets What type of content are you posting? How often? When? This section also looks at when followers are Tweeting or mentioning you and who RTs you most often.

Engagement Rating This section covers your average engagement rate by date, by day of the week, and hour of the day. It also provides a breakdown of incoming and outgoing interactions by type (e.g. RTs, @mentions or replies). Key Influencers Find out who is talking about you the most and what they are saying.

Response Rate Brands are increasingly using Twitter for Social Customer Service, but social customers don’t like to be kept waiting. This section analyses your response rate and your average response time to questions.

35 Costing

Costing

PROJECT FUNCTIONS COST(Rs)

Administration of Social media - Social Media Planning & Budgeting - Administration of Facebook, Twitter, Instagram, Google plus and

LinkedIn pages - Copywriting & Content management of Facebook, Twitter, Google

plus, LinkedIn and Instagram pages - Designing 20 Facebook (20 artwork for FB ) per month, content writing for 20 Facebook, postings (captions)

- Copywriting content & SMS Content Management - Monitoring user interactions of Facebook, Twitter, Google plus,

LinkedIn, Instagram pages and take necessary actions and alert the management

- Suggest creative campaign ideas (Competitions) to promote - Overall Campaign Management - Social media Inquiry handling - Analytics and measures report - Monthly Progress Reporting and Meeting

( ) (Per Month)

Facebook Ads

( )

(Per Month)

Email - Copywriting & Content Management for Email campaigns- 20

Designs per month - Email campaign - Performance report

( ) (Per Month)

SMS Campaign

( )

(Per Month)

Facebook Applications, - Heritage Menu app - Heritage Feature app - Cey-Nor Menu app

- Design & Development - Integration in Facebook

( ) (One off payment)

Documents

HeritageHotel_Ceynor_DigitalMarketingPlan