THE BLUEBe the change, Be BLUE

A Fast food restaurant (Established 6 months ago)

0 carbon impact, Eco friendly and socially conscious.

…Adam and Eve a young couple in their late 20s,

live and work in the city…

Customers Persona

✔ Economize water and electricity ✔ Recycles waste ✔ Avoids excessive consumption ✔ Reads environment magazines ✔ Buys organic food ✔ Urban ✔ Sociable ✔Willing to change

WHY THIS TARGET GROUP?

People are becoming more green and health conscious. They are promoting ethical consumption, green living and green eating

People are becoming more green and health conscious. They are promoting ethical consumption, green living and green eating

Competitors

Indirect competitors1.Fast food chains like

McDonald, KFC, Burger king

2.Fast Dining chains like Nandos, Wagamama

The BLUECampaign

Brand Health Audit• Successfully operating for months• Loyal customer base• Reputation for good food and atmosphere• Credibility as an Socially conscious business/brand

Current Marketing Mix• Use of Traditional Media (Radio, Print, DM)• Present on Social Media (FB, Twitter, YouTube Blogs)• Offering Price and Product promotions

BRAND

Ambitions

FROM TO

Occasional Indulgence Regular Destination

COMMUNICATION

BUSINESS

FROM TO

FROM TO

Lifestyle Destination High Street Eatery

Single Outlet Multiple Chain Outlet

Local/DB focus Mass Awareness Participation

Authority Pretender

Mass Messaging Targeted influence

Game Plan

• Create mass awareness of BLUE philosophy and its product offering

• Increase Homepage viewership post campaign break

• Increase interaction with social media channels

• Raise footfall to the BLUE restaurant

Develop a marketing campaign that ensures positive buy-in for the brand – leveraging reach and effectiveness of social media

• 60% of Target Audience

• by 25% within 6 months

• By 30% within 6 months

• By 50% within 3 months of campaign

Campaign objective Measurement

Campaign Theme

• How - we will encourage the community, online and live to do one thing/gesture that reduces carbon emission and post it on FB or twitter or the web and we will continue to add them up and offset it against the emission (create carbon credit so to speak)

• The pull to the restaurant is that what ever carbon is saved while in the restaurant we will double the carbon credit (via planting trees) and add it to the total.

• This works on multiple levels – We connect with consumer on an emotional level. Get the larger community involved. Minimal requirement in effort and cost to participate Can be measured live with our online carbon meter. Every time we reach a carbon milestone we send out ‘congrats’ message to our database. We can translate the campaign offline easily.

The BIG Idea - Together we will make London carbon neutral

Campaign Slogan - 0 in 60 [The Eco 60 Challenge]

Strategy Execution

BLUE Homepage•HUB of all activity•Links to Social Media channels from every page

•Banner on site displaying the latest tweet

•Embed Youtube videos within the site

•Create tabs for restaurant booking and home delivery service

•Develop E-commerce facility to purchase merchandise

Facebook•Tabs for events, Fan Forum, Contests, Corporate info. Promotions and user generated content

•Main source of updates, news, specials, discussion Qs to fans

•Allow fans to post ECO efforts in order to generate carbon credits

•Links to other Social media channels

• Incorporate social commerce with an additional tab where fans can purchase branded merchandise directly from their page

Twitter•Real time vehicle to reach fans

•Goal to continuously keep the conversation live (post updates on BLUE activity, though provoking questions)

•Motivate consumers to inform and update other users of eco efforts and bad practices witnessed

•Use to link to discussion within the fan forum on the FB page

Linked In• Important due to our target audience

•Allow fans, followers and members to collaborate, network and post helpful information to their peers

•BLUE will pursue a policy of regular updates of relevant information, events and career opportunities but will rely on the members to maintain the majority of the content

Youtube•Update with videos on activities and efforts undertaken by BLUE to maintain a 0 Carbon living

•Encourage fan submissions of videos from thir own experiences and offer tips and trcks to save energy and be more carbon neutral

Mobile App•Mobile hub for a stream of the latest post

•Allow users to post back to social media channel

Plan of action

Social Media channels and Blog content ready by WK 1 January 2014

December January February

Execute changes to Homepage along with migrating Fan forum to FB by 1st January 2014

Implements changes to FB, Twitter and Youtube by WK 1 January 2014

Campaign Collaterals Designed and Launch ready by WK 3 January 2014

0 in 60 Campaign Launch Date 29th Feabruary (Date significance Leap Year tie in with taking a new leap into the future)

Mobile App fully functional by WK 2 January 2014

SOCIAL MEDIA

Content Marketing

• Relevant content + Proper format + right time + daily

• Topics involved: green environment, zero carbon footprint, recycling, global warming.

• Hashtag #: bebluecampaign

Objectives• Reach of 1,000 accounts per month

• Impressions of 3,000 per month• Have 500 contributors to the #bebluecampaign

http://tweetreach.com/

Objectives- Reach: Fan growth of more than 6,000 fans after 06 months

launching Facebook page Reach rate of 20% - Engagement rate of 2% (conversation + amplification + applause

rate)

WEBSITE & SEO

SEO

Keyword Research

On Site Off Site

1. Keyword research using Google Adwords Keyword Tool2. Focused on phrases that customers use instead of industry jargonsEg: Healthy fast food places in London, healthy takeaway, etc.3. Paying attention to synonymsEg: Low calorie food, natural food, organic food, low fat food etc.4. Pay attention to negative keywords to avoid unwanted visitors.

Search Engine Optimization

• Our website shows on the first result page of Google.• It is a result of promoting our restaurant through our ‘Be Blue’ campaign.

On Site Optimization

Content

Title TagsURL

Image Alt

Text

Developing good quality content and updating it regularly.Using keywords in title tagsKeeping the URL short and including keywords in it.Editing the Alt Text of an image

Off site

Anchor text

Link Baitin

g

Back links

Social book

markingCreated backlinks from blogs and high ranking websitesUsed different anchor texts for all the linksUsed social bookmarking sites like Digg, Delicious, StumbleUpon.Used ink baiting to publish content taken from similar sites.

Off Site Optimization

Measurement

• Result measurement done through Google Analytics

• KPIs: number of visits, visit duration, likes on social media.

• Using call to actions, comments on social media, comments on blogs, sharing posts, online users turning into customers, online reservations, etc.

…Finally

• For business enquiries contact:

• Uruba – Commercial Director – 0798 2345 654• Fasai – Consumer Insight Specialist – 0798 5432 123• Vee – Social Media Expert – 0796 3456 654• Fida – Creative Director – 0796 6543 543

Thank You