ANEE FLAVOURS –

AWARENESS

CAMPAIGN

DIGITAL MARKETING

PLAN

USMAN MALIK

CONTENT:

• Who We Are? • When we launched?

• What we do and How we do it?

• Who we cater to?

• Competition

• Current Digital Footprint

• Customers Reviews

• Empathy Map

• Customer Personas

• Marketing Objective

• Tactics

• Budget

Who We Are • Anee Flavours is a home based brand name providing traditional and authentic

Pakistani and Sub Continental Home Cooked Food to people from Pakistani and Sub Continental background.

• We believe in authenticity of food which portray same flavour and taste as one can find in Pakistan.

• We use quality spices and Halal ingredients to cater specifically the requirements of our customers.

• Launch: September 2019 when a couple had their premature baby and was struggling to find authentic cultural meals and taste – An idea sparked to provide a solution to people in same situation in nearby suburbs and for the ones who dive for authentic Pakistani Home Cooked Food and cultural meals.

• Operates via FB Fanpage, Phone and WhatsApp at the moment.

• We consider our customers as • M/F 18-44 Sydneysiders

• Pakistani and Sub-Continental background

• Looking for home-cooked food solutions

• Uni Students/Graduate Professionals

Who We Are

Mission:

• To provide authentic and culturally driven home

cooked meal solutions for Pakistani and Sub

Continental originated customers residing in

Sydney, who are not able manage their cooking

needs due to busy lifestyle and want to taste

home like food everyday.

Vision:

• To be the first choice across TM as a one door

solution for Home Cooked Pakistani tatse.

Who We Are

Competition:

Currently a few names are providing home

cooked solutions across Western Suburbs of

Sydney but does not specifically cater to only

Pakistani Dishes

• Fusion by Amna – Liverpool

• Nida’s Catering – Lakemba

• Delhi’s Kitchen Sydney – Guilford

Current Digital Footprint:

Fabebook page launched in September 2019

https://www.facebook.com/aneeflavours/

Current Likes: 201

Current Followers: 250

Organic Reach 12%

Gender

Age Age by Gender

Current Digital Footprint

Key Take Away

• Despite of unpaid marketing and advertising, Anee Flavours

reach 12% of its TA across Facebook.

• 58% page visitors are Females

• Major chunk – 38% visitors and orders come from age

group 25-34 followed by 32%18-24

• Average Session Time: 3.2 mins from Menu to Message

• Page Visits and orders have decreased from Feb mid due

to Covic19

18-34 Age Potential

for Brand

Affiliation

Increase

Brand

Awareness

Males

M/F 35-43

Customer Reviews:

Empathy Map

Customer Persona - 1 Name: Sonia Faruk

Quote: “I always tend to prioritise my own and my family’s health and cultural

taste”

Brand Affiliations: Samsung, Target, David Jone’s, Woolies, L’OOREAL, Bonds

Needs & Goals Challenges Behaviors Demographics

Strategic Grocery

shopper

Career oriented

and wants to work

her way up the

corporate ladder.

Time is precious to

her, she has very

less free time so

prefers quick and

reliable ways to

weekly meals to

her doorstep.

Enjoy her time

when rarely free

Trying to think of

meals during her

commute time

to/from work

Can rarely find

time to cook but is

really health and

cultural conscious

so prefers home

cooked desi meals

She realises that

restaurants and

food delivery apps

don’t cater her

requirements

Looking after kids

after work and

struggling to cook

on time

Motherhood,

Caring

and Practical

Extrovert, Judging,

tech savy and

active on social

media

Appreciates social

and community

gatherings

Values

dependability in

people and

services

Gives high five to

fastest and reliable

services, NOT

IMPRESSED by

anything that takes

too much time and

destroys her meal

excitement

35 years.

Single mother with

2 kids

Full time working

at NAB as

Relationship

Manager

Annual Salary

$90k-$100k

Rents a 2bed

apartment in

Rhodes, Sydney

Originally from

Pakistan, came

here to study at

Melbourne

University and has

been here in

Australia since

2004

Customer Persona – 2 & 3 Name: James McCaleb

Quote: “With my busy lifestyle, I still manage to try new

flavours and food from different cultures. Ahh I am a

foodie!”

Brand Affiliates: Apple, Nike, Connor, Myer, Coles, Aldi,

Aldo

Needs & Goals Challenges Behaviors Demographics

Professional

I.T consultant

with hunger

to perform

and drive

success

Always

working but

health

cautious at

the same

time.

Gym fanatic

but still love

trying new

recipes

Strategic

Grocery

shopper

Can hardly

manage to

cook – time

bound

Reach home

late and does

not get time to

cook.

Lives alone

and has to

manage

professional

and personal

life.

Planning

meals which

are healthy

and likable by

all

Works out,

runs miles

every week to

stay fit.

Technology

freak,

software guru.

Intuitive,

sensible and

Perceiving

If it doesn’t

satisfy my

hunger and

taste, I won’t

try it again.

32 years.

Single

Annual Salary

$100k

Rents a studio

in Epping

Sri Lankan

but had been

living with

Pakistani and

Indian

flatmates

during Uni

and hence

developed

strong taste

for Pakistani

Food

Name: Alisha Roy

Quote: “Being positive and healthy is the key to my

fitness”

Brand Affiliations: Fitness First, Apple, Myer, Coles,

New Balance, Garnier, Oporto

Needs &

Goals

Challenges Behaviors Demographics

Wants meal

planning to

be smooth

and

effortless

Student

and

working

part-time in

Coles

customer

services

Make

detailed

grocery list.

Time bound

and needs

cultural

meal

solutions on

weekly

basis

Trying to

think of

meals

during her

commute

time to/from

Uni/Work

Don’t know

how to cook

Can eat out

but being

culturally

driven and

limited

budget,

prefers

home

cooked

meals

Working/St

udying

makes her

struggle to

learn

cooking

Free soul,

social, hard

worker and

practical

Tech driven

and Gym

goer

Prefers the

fastest and

quick option

Sometimes

lazy and

depressed

so finds

happiness

in food

25 years.

Single

Masters

Student in

Macquarie

Uni

Shares a

2bed

apartment i

n

Parramatta

Marketing Objective

• Create Brand awareness of Anee Flavours in Q2 across potential TA residing in Sydney and make it their first choice of interest when they think about home cooked Pakistani food

• Duration: • April 1 – May 30’ 2020

• KPI: • Reaching minimum 300

impressions on FB page by end of Q2:

• Paid Search

• FB Ads

• Reach at least 35% of TA

• Generate minimum 15% audience engagement

rate on social media (FB/Insta) every month

• Objective:

• Brand Awareness

• Capitalise Ramadan - create TOM presence

across TA

• KPI:

• Reaching at least 300 impressions on FB page

via Google

• Persona:

• All

• Platform:

Tactic 1 – Paid Search

• KEYWORDS:

• Due to low competitive

market, Keywords

picked are Low to

Medium competition

with Low to High

Customer intent

• Relevant to brand and

high chances to deliver

KPIs

Tactic 1 – Paid Search Keyword

Volume (Keyword

Planner “Avg. Monthly

Searches”)

Competition - Low,

Med, High?

Customer Intent - Low,

Medium, High?

Home Cooked Food 10 - 100 Medium Medium

Pakistani Food 100 - 1K Low Medium

HalalFood 10 - 100 Low Low

Pakistani Food Sydney 10 – 100 Low Low

Chicken Biryani 1k - 10k low High

Ramadan Meals 10 - 100 Low High

Spicy Biryani 100 - 1K low High

Chicken Tikka 1k - 10k low Medium

Home Cooked Food

Carlingford 10 - 100 Low Low

Home Cooked Food

Near me 0 -10 Low Low

• To Maximise Reach and Awareness, we are opting for high CTR and Impressions through Broad, Modified and Exact Match Keywords.

• Negative Keywords • Melbourne

• Menulog

• Uber Eats

• Adelaide

• Doordash

Tactic 1 – Paid Search

• Adword Campaign

• We will A/B Test our copy on Search with our selected

keywords on Bidding-copy with better conversion rate

• Headline Changes and Description Text remains same

Tactic 1 – Paid Search

COPY A COPY B

• Results will be assessed by Google Analytics for more

optimised and efficient execution

Tactic 1 – Paid Search

• Create Brand awareness/reach and increase audience engagement through video and image ads across Newsfeed and Insta posts

• KPI: • Reach at least 35% of TA

• Deliver 15% audience engagement rate

• Followers

• Likes

• Shares

• Platform: • FB and Instagram

• Persona • Alisha and James

Tactic 2 – FB/Instagram

• Specified Attributes

• Potential Reach 70K people

• Insights based Ad Schedule and Budget

Tactic 2 – FB/Instagram

• We tend to reach audience through A/B Testing on Social

Media with a combination of Video and Image Ads, and

Text to analyse which content delivers maximum

impressions and engagement

• Once Test delivers specific version, emphasise it till campaign end

• Call to Action is Click on the Menu – which takes users to

Anee Flavours FB Page/Menu

• Social campaign to be tracked by Google UTM Code

Tactic 2 – FB/Instagram

Tactic 2 – FB/Instagram

COPY A - Video

15’’ Video and message driven content

with Call to Action

Tactic 2 – FB/Instagram

COPY B - Image

• As a trial basis, we intend to connect with customers in

messenger to create incremental reach and relevancy

with the brand and audience.

Tactic 3 - Messenger

15’’ Video and message driven content

with Call to Action

Quick View – Content

Honeycomb

Campaign Tracking

Budget

Property Module CPC

Clicks or Views

Total Impressions Cost

Estimated CTR

Call or Menu (Conversion) AOV

Estimated Revenue Planned

ROAS

PPC CPC $

1.28

1,719

101,103 $ 2,200 1.70%

29.22

$ 75.00

$ 2,191.41

1%

Facebook CPC $

1.75

1,229

21,554 $ 2,150 5.70%

70.03

$ 75.00

$ 5,252.14

5%

Instagram CPC $

1.40

786

31,429 $ 1,100 2.50%

19.64

$ 75.00

$ 1,473.21

3%

Total

$ 0.68 3,733 154,085 $ 5,450 9.90%

369.57

$

75.00

$

8,916.76 9%

Digital Marketing Activity 2020

Property Q2 Q3

Apr May Jun Jul Aug Sep PPC

Facebook

Instagram

Website

SEO

EDM

Tiktok

Total $5.4K $8K

THANK YOU!