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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.
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Four Seasons
Pho
Marketing 175 - Professor Shi
By: Landon Calannio, Nicole Ikeda, Alex Quek,
Grace Sakurada, and Sierra-Ashley Caragan
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
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!
SWOT Analysis
WeaknessesVisibility
Limited capacity
Lack of brand awareness
Limited labor resources
Inconsistent branding
OpportunitiesPromotions and offers
Expand customer base
Wide variety of menu
ThreatsAbundance of competitors in area
Difficult to differentiate
StrengthsLocation
Affordability
Healthy Ingredients
Delicious Food
Website Homepage
Information easily
seen across all
pages
Social Media
Links
Website Homepage Pt 2
Call to action:
Join email list
Facebook page feed.
Can like page from here.
Menu
Restaurant Menu
categorized and easily
accessible
Gallery
Directions
Mobile Site
Website Statistics
Website Statistics
Yelp
Urbanspoon
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.
Social Media: Facebook
Subject Line
Menu
Photos
Facebook: Analytics
Facebook: Target Market
SCU students (18-24)
Facebook: Reach
Facebook: Engagement
Facebook: Talking About This
Mostly female
Search Engine Advertising
Campaign - Restaurant Ad Group - Vietnamese
Keywords
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
Search Engine Advertising
Location broader (than Santa
Clara): thus more clicks and
impressions (yet total cost per day
is much greater), same ad position.
Search Engine Advertising
- increased Max CPC and Daily
Budget
- result: more clicks, greater cost,
and higher ad position (still same
location), but fewer impressions
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.
Email Marketing
Call to action
Subject Line
Email Marketing
Call to action
Email Marketing
Unsubscribe Option
Email Metrics
Sent: 47 people
Bounce-back rate: 2.1% (1 person)
Open rate: 67.4%
Click-through rate: 25.8%
Email Marketing
Analytics
Analytics - Geographic Data
Analysis
Analytics - Mobile
• Visits to website via mobile device.
Analytics - Traffic Sources
Analytics - Referral Traffic
Analytics - Landing Page and Source
Analytics - Recency and Frequency
Analytics - Click Analysis
Analytics - Visitor Flow
Analytics - Visitor Flow (Social
Media)
Analytics
• Social Media Visits in Comparison to All Visits
Recommendations
New logo, Menu
Promotions
- College Night, Offers
- Implementation and Promotions
Focus on Social Media Marketing
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
THANK YOU!
Questions?
