Plan

IntroductionBuyer’s personaBuyer’s journeyContent

Golden circleFactors of a strategyContent plan

Introduction

We chose to work on a real project

“Joie patisserie” is an online desert and bakery shop that

delivers all over Alexandria.

We offer cupcakes, donuts, molten cake, pizza, salaisons

and many others, you can check our Facebook page

Parents (30-50) Youth (14-25)

Buyer’s persona

MIS employee (not junior) Private/ public sector Letting their kids eat clean

homemade food, get themselves something to eat during working hours

Kids eat unhealthy and unclean food and don’t want to eat sandwiches.

Ads, Social media, word of mouth

Real shops- delivery

Student School/universities/

graduates Eating the latest food trends,

ordering food for occasions: birthdays, valentine for their friends and family members, Getting snack to eat during the day

Lack of desired food in schools/ colleges and work

Word of mouth, Social media, Internet

Online- delivery

RoleOrganizationGoals

Challenges

Watering holes

Shopping preferences

Buyer’s journey (Parents buyer’s persona)Awareness stage

Post on our FB page, Instagram and Twitter account quotes

like “Your kid is bored of homemade sandwiches?” “Are you

afraid of letting your kid eat junk food, chips and unclean

food from the school?”

We will also work on SEO and sponsored ads on Facebook.

Junk food effects on human body

Consideration stage Post some facts about junk food negative effects on human body.

Every week, we’re going to make a vote on 3 types of deserts, and we’ll

post the recipe of the winning one.

We will create a YouTube channel and post videos of food recipes on it

and healthy eating tips.

We will post suggestions for healthy food that kids would love like

“peanut butter and banana on toast”…

We will also ask our target segment to subscribe to our channel to get

more tips

Decision stage

We will post promotions and offers like:

20% off for the 5 coming orders.

20% off for orders that exceed 100 EGP.

Free delivery

We will post photos of our food with their prices and how to

contact us.

Buyer’s journey (Youth buyer’s persona)Awareness stage SEO, sponsored FB ads with tips for health. We will post on our Facebook page, Instagram and Twitter

quotes like “Wanna try something new and delicious?”

Consideration stage Post photos with tips to burn calories faster. Before occasions, we’re going to post some tips to

encourage people to buy desserts “Get your mom/lover a molten cake filled with love”

We will post photos of food with quotes like “good food make a great day”

Decision stage We will ask our followers to post a photo of them enjoying

our food using the hash tag “JoiePatisserie” and the one who gets most likes will get a 30% discount on the next order.

We will post promotions and offers like:

20% off for the 5 coming orders.

20% off for orders that exceed 100 EGP.

Free delivery

Content The golden circle:

Our aim is to spread happiness

By surprising the ones you love

By getting them the dessert they love the most, by expressing

the way you feel towards them

Why

How

What

Content planmarketing goals

1. Marketing plan (SMART objectives)Awareness with our brand

S: We have the brand, logo and our own menu. M: By the end of the year we’ll be having 10,000 followers, 100

orders which means 80 orders per month A: Yes R: Yes T: 1 year

Content plan

Increasing SalesS: Customers will be choosing what they want from our

menu.M: By the end of the year we’ll be having 10,000

followers (we already have 2000 followers), 100 orders which means 80 orders per month

A: YesR: YesT: 1 year

Content plan

Opening more and more success and opening many

branches in addition to having our website

Building customer trust and loyalty

Participating in civil work

Content plan

Content Audit plan: Content name: Joie patisserie Vary between the posted content (Videos, photos, quotes,

articles…)

Content creation framework

Planning and setting timeline: create a 3 months plan

where we’ll be preparing for events like mothers’ day,

valentine and so on by posting quotes and photos for

awareness and consideration then promotions for the

decision stage just before the occasion.

Content creation frameworkWorkflow:Task distribution

Now enjoy our surprise