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 .