Sample Plan Alpha Meal Digital Marketing Plan PDF

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Summary

Digital Marketing Strategy...

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Digital'Marketing'Plan' ! ! ! ! !

Lecturer:!Keith!Feighery! Submitted'by:!! Date:!! ! ! ! !

Alpha/Meal!Digital!Marketing!Plan! !"#$ ! !!

Executive'Summary' '

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• Business'Objectives,'Goals'&'KPIs' ' ' '

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• Strategy'&'Audience' ' ' ' '

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• Overview'&'Situational'Analysis' • •

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SWOT'Analysis' Competitor'Analysis'

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Target'Audience'' Value'Proposition' Mapping'Personas'to'Channels'

• Tactics'&'Actions:' '

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Reach:' o o o o

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Keyword!research!&!Domain!choice! SEO! PPC! Social!Media!(Facebook,!Twitter)!

! Act'&'Convert:' o

Website!

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Engage'&'Retain:' o o

Email! Editorial!Calendar!

• Measurement'&'Control'' ' ' ' ' ' • Budget' ' ' ' ' • Tools'&'References' ' ' • Appendix' ' ' '

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

' Executive'Summary' ' Alpha-meal Nutrition Ltd. was founded in West Dublin in 2010. The company established a niche for itself in the fiercely competitive cereal market by developing an innovative product targeted at men. Alpha-meal provides 50% of the recommended daily amount (RDA) of essential vitamins and minerals males require. Alpha/meal!has!concentrated!its!marketing!spend!to!date!on!TV!and!Press!advertising,!sponsorship! of!events!and!sampling.!!However,!the!company!now!recognises!the!necessity!to!incorporate!social! media!into!its!marketing!mix!in!order!to!really!connect!with!its!target!audience!in!a!meaningful!way! to!deepen!their!understanding!and!preference!for!the!brand.! The!company!is!following!the!RACE!model!in!order!to!implement!its!digital!objectives.!!Alpha/meal! is!concentrating!its!efforts!on!a!number!of!key!areas,!namely,!SEO,!PPC,!Facebook,!Twitter,!Email! and!Display!Advertising!in!order!to!drive!traffic!to!its!website.!!Although!it!is!not!an!e/commerce! site,!the!company!sees!its!website!as!being!a!pivotal!connection!point!with!its!target!audience,! namely,!health!conscious!males!aged!18/35.! As!well!as!extensive!controls!for!each!channel!employed,!the!company!will!be!tracking!how! effective!its!digital!strategy!is!in!changing!perceptions!of!the!brand!and!in!driving!penetration!and! frequency!of!purchase,!as!well!as!overall!volume!and!value!sales.!

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

I'–'Company'Introduction' Alpha/meal!Nutrition!Ltd.!was!founded!in!West!Dublin!in!2010!with!the!support!of!Enterprise! Ireland.!!The!company!recognised!that!there!was!a!real!opportunity!to!provide!a!fortified!breakfast! cereal!that!was!specifically!tailored!to!provide!50%!of!the!recommended!daily!amount!(RDA)!of! essential!vitamins!and!minerals!for!men!–!Man!Fuel!!(See!Appendix!1,!2!&!3!for!details!on!the!Irish! cereal!market,!the!winning!Alpha/meal!concept!and!brand!architecture)! Initially!the!company!focused!its!efforts!on!health!food!stores!in!the!Dublin!area.!!Quickly,!demand! was!such!that!its!owners!moved!to!a!new!state!of!the!art!production!facility!in!West!Dublin.!!The! brand!‘Alpha/meal’!now!enjoys!full!distribution!in!!Ireland’s!multiples!and!group!retailers!and!was! awarded!‘2011!Product!Innovation!of!the!Year’,!consumer!goods!category!,!in!the!annual!Checkout! Ireland!Awards!.!!! Until!now,!the!company!had!concentrated!its!communication!spend!on!TV,!press,!outdoor!and! sampling!campaigns!both!in/store!and!at!sporting!events.!!It!recently!was!announced!that!it!would! take!over!title!sponsorship!of!RTE’s!‘Operation!Transformation’!and!is!also!proud!of!its!charitable! link!with!‘Movember’.!!!The!company!recognises!the!necessity!to!incorporate!social!media!into!its! marketing!mix!in!order!to!really!connect!with!its!target!audience!in!a!meaningful!way!to!deepen! their!understanding!and!preference!for!the!brand.! Vision! •

To!be!the!cereal!provider!of!choice!among!men!

Mission! •

To!drive!sustainable!growth!through!harnessing!the!power!of!our!people!and!brand!by! better!serving!the!needs!of!our!consumers,!customers!and!community!

Strategy! •

To!grow!our!business!by!truly!understanding!the!nutritional!requirements!of!men!and! delivering!executional!excellence!!

Operating'Values! •

Consumer!centric!–!our!target!consumer!is!at!the!heart!of!everything!we!do!

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Curious!–!naturally!inquisitive,!passion!for!learning!and!challenging!the!status!quo!

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Simple!–!preference!for!pragmatism!over!theory!and!informality!over!formality!

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

1.2'W'SWOT'Analysis' Strengths' • High%quality%product%–!providing)50%)of) men’s&RDA&of&essential&vitamins&and& minerals) • Manufactured+in+Ireland(–!‘buy%Irish’% trend!gaining%momentum • Low$in$sugar&in&contrast&to&many&of&its" competitors • Database'of'100,000'consumers'thanks' to#selective#sponsorships#of#sporting# events,'e.g.'TriAthlone,'Dublin'City' Marathon(and(in/store&sampling Opportunities' • Exploit(‘Operation(Transformation’( sponsorship(fully • Reinforce)link)with)‘Movember’ • Expand'consumption*occasions*beyond* breakfast • Educate(consumers(that(the(product(tastes( great • Speak&about&Irish&heritage&&/!‘buy%Irish%food’ • NPD$initiatives%–!short&and&long&term,&i.e." packaging(innovation(and(line(extensions • Capitalise)on)‘body)conscious)periods’,*e.g.* New Year and Summer ! ! !

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Weaknesses' • Perceived(lack(of(taste(credentials • Low$penetration$$(10%$Vs.!33%#for#Special#K) • Poor$brand$loyalty$(15%$Vs.$22%$for$Special$K) • Lack%of%visibility%in%store%–!difficult(to(find • Late#entrant#into#an#already#established* category • Low$brand$awareness$(19%$unprompted&) • Low$share$of$voice$in$2012$(15$%) • Priced'€0.20'more'expensive'than'Alpen • Non$‘sticky’$website • No#engagement#in#online#marketing#

Threats' • High%quality%competitive%%branded%offerings% and$DOBs • Retailers)demand)deep)cut)promotions) • Value&segment&performing&particularly&well$,$ e.g.$Tesco,$due$to$increasingly$price$ conscious'Irish'consumers • Retailer(control(over(fixture(placement(and( signage' • Price&inflation&on&raw&materials

Alpha/Meal!Digital!Marketing!Plan! !"#$ !

I.3'W'Competitor'Analysis' •! ! ! ! !

Kellogg’s! – Market'leader'with'a!41%$market$value$share$in$2012 – Strong'brand'recognition – Breakfast'staple'for'generations! – Kellogg’s(Special(K(is(the(market(leader&with&a&14%&value&share – Other&key&brands&within&the&Kellogg’s&portfolio&include&Corn& Flakes,(Rice(Krispies,(Coco(Pops(and(Crunchy(Nut,(which(together( ! combined)account)for!a"further"21%"market"share – The$company$is#reducing#the!sugar&content&and&increasing&fibre&in& its$kid’s$range$in$order%to%appeal%to%an%increasingly%health% conscious'Irish'audience Online!Marketing!

o Strong'online'presence.''Company'and'brand'specific'websites#and# blogs.' o Very%active%on%Facebook,%YouTube%and%Twitter.%% o Considerable,spend,on,display,advertising ! !

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Nestlé! – Number'2'position'in'the'marketplace'with'its'portfolio'of'brands' including(Cheerios,!Shredded&Wheat&and&Oats&&&More! – Key$to$the$success$of$the$range$in$recent$years$has$been$the$ introduction)of)its)green)banner)on)every)pack)which)highlights)it’s" whole&grain&credentials&–!high$in$fibre Online!Marketing:!

o Has$company$and$individual$brand$websites$and$is$active$on$ Facebook(,(Twitter(and(YouTube.(((No(specific(Irish(content.(( Communication*tends*to*be*directed*at*housewives*with*kids o Considerable,spend,on,display,advertising !

Weetabix(Food(Company – Reputation*for$selling$high$quality,$healthy$brands,$such$as$ Weetabix,)Alpen)and)Readybrek

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Online&Marketing! o Has$a$UK$corporate$website.$$No$dedicated$Irish$site.$$No$individual$ brand&site.&&Has&UK&led&Facebook&and&Twitter&pages o Considerable,spend,on,display,advertising

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Alpha/Meal!Digital!Marketing!Plan! !"#$ ! !

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Flahavan’s! – Market'leader'in'the'hot'oats'cereal'category – Loyal&Irish&customer&base&consuming&over!3"million"servings"each"" ! week$ – Recently(introduced(micorwaveable$and$single$serve$packaging!in# ! order%to%appeal%to%those%who%are%time%scarce%or%in%single%person% ! households !

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Online&Marketing o Has$a$corporate$website.$$Small$presence'on'Facebook'3.5k'likes Private(Label – Since&the&onslaught&of&the&recession,&private&label&products&have&been& performing#strongly#and#now#account#for#approx.#20%#value#share! – Lidl%make%the%claim%that%their%Corn%Flakes%have%performed%as%well% Kellogg’s"in"an"independent"taste"tests"in"an"effort"to"dismiss"the" perception)that)own)brand)products)are)less)tasty)than)their)branded# competitors Online&Marketing o Company&websites,&however&no&own&brand&specific'websites'exist.'This' also%applies%for$social$media

Figure'1:''Product'Positioning'Map'

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

2'–'Business'Objectives,'Goals'and'KPIs' '

2.1'' Business'Objectives! 1. Increase!volume!market!share!from!3.5%!to!6%!within!1!year! 2. Increase!penetration!from!10%!to!20%!within!1!year! 3. Increase!brand!loyalty!from!15%!to!25%!within!1!year! ! Additional'Usage'&'Attitude'Measures! – Increase!Alpha/meals!score!for!‘is!a!brand!for!people!like!me’!among!the!target!audience! from!10%!to!30%!within!1!year! – Increase!Alpha/meals!unprompted!awareness!score!from!19%!to!35%!among!the!target! audience!within!1!year! – Increase!Alpha/meals!score!for!‘is!a!tasty!and!nutritious!cereal’!from!9%!to!18%!among!the! target!audience!within!1!year’! !!

2.2'' Digital'Goals' Although!Alpha/meal!will!not!be!sold!online,!the!company!understands!the!importance!of!digital! marketing!in!connecting!with!its!target!consumer!in!a!meaningful!way!in!order!for!it!to!achieve!its! overall!business!objectives!and!had!mapped!your!it’s!digital!strategy!using!the!RACE!model!below.!! ! R Objectives! A C E!

Goals!

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Build!brand! awareness! Develop!social! media! presence!

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Increase!website! traffic! Grow!e/mail! database! Grow!followers!on! Facebook,!&!Twitter!!

Channels!

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PPC! SEO! Display! ads! E/mail! Facebook! Twitter!

KPIs!

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Create! engaging! content!

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Increase!time!spent! on!website! Increase!the!number! of!website!pages!! visited! Reduce!bounce! rates! Create!social!media! content!that!is!liked! and!shared!

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Website! Facebook! Twitter!

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#!!new!visitors!to!site! #!!returning!visitors!to! site! %!increase!in!web!traffic!! #!Page!impressions! Increase!!e/mail! database!! Organic!ranking!position! CTRs!on!PPC!&!Facebook! ads! #!page!views!per!visitor! ↑!in!length!of!time!on! site!! Reduction!!bounce!rate!! #!of!likes,!shares!and! comments!

Alpha/Meal!Digital!Marketing!Plan! !"#$ !

C o n v e r t!

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Increase!sales! Change! perception!

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Customer! loyalty!

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Turn!target!audience! from!being!aware!of! Alpha/meals!to! advocates!of!the! brand! Make!consumers! aware,!not!only!of! the!brand’s!health! benefits,!but!also! that!it!tastes!great!

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Increase!number!of! new!visits!to!the! website!and!social! media!pages! Increase!repeat! rates!

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Site/wide! content! and! design! effectiven ess! Facebook! Twitter!

Content! marketing! Event! triggered!!!!!! e/mail! marketing! Social!! media! marketing!

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↑!in!!‘is!a!‘brand!for! people!like!me’! ↑!in!unprompted! awareness!score! ↑!in!score!for!‘is!tasty! and!nutritious!cereal’!

#!new!Vs.!returning! visitors!to!website!! Frequency!!and!duration! of!visits! #!page!views!per!user! #!social!media! interactions!per!user! #!e/mail!subscribers!

Alpha/Meal!Digital!Marketing!Plan! !"#$ !

3'W'Strategy'' 3.1!' Target'Audience' Who? • Health'conscious'males.'18'–!35.$ABC1 Why? • Trend&setters,&who&are&key&influencers&for&those& younger(and(older(than(them • High%disposable%income%–!most%don’t"have" mortgages • Highly'‘connected’!with%social%media • Looking'and'feeling'good'is'of'paramount' importance+to+them !

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The!company!has!isolated!three'key'personas'or'‘AlphaW males’,!namely,!students,!career!builders!and!fitness! fanatics.!

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1) !Students:!18/!24! Their!Mantra:!Live!life!for!the!moment!

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Meet$Jamie!! ! 20#year#old#science#student#in#UCD.###He#shares#a#house#in#Rathmines!with%three%other%guys.%%He%has%a% part%time%job%in%the%college%bar,%which%gives%him%a%decent%disposable%income.%%He%is%aware%that%eating% ! well$is$important$for$both$the$body$and$mind$and$does$his$best$to$eat$healthily,$although$he$ sometimes'skips'breakfast'when%he%is%running%late%for%class%and%is%prone%to%over%indulging%on%alcohol% ! on#Thursday#nights#when#he#is#out#with#his#mates!"To#keep#fit#he#jogs#2#times#a#week#and#plays#five/a/ side%football%with%his%mates%at%the%weekend.%%%! ! Attitude'towards'Alpha/meal:&&He#occasionally#has#Alpha/meal"(especially"coming"up"to"exam"time),#as# !he#feels#that#it#gives#him#the#nutrients#he#needs#without#having#to#buy#supplements.##He#also"likes"to" eat$Corn$Flakes$and$Weetabix.))! !Digital'interaction:''His$ipad$is$his$most$prised$possession'and'he'spends'a'lot!of#his#free#time#on# Facebook(and(Twitter(and$surfs$the$net$for$the$latest$‘cool$stuff’.!Averages!16.5!hours!online!per!week.! !

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Alpha/Meal!Digital!Marketing!Plan! !"#$ ! !

2)!Career!builders!25/!35! ! Their!Mantra:!Work!hard,!play!harder!!

! Meet!Ryan!!

28#year#old!advertising+account+manager+from+Blackrock.+++He+is+not+a+home+owner+yet,+but+rents+a+ ! luxury&bachelor&pad.&&He&uses&brands&and&labels&as&a&demonstration&of&his&personal&success,&and&it’s& !important)for)him)to)keep)up)with)the)latest)trends.))He)is)highly)sociable(and(‘connected’.(Finding(a( suitable)partner)is)also)important)to)him,)but)he)enjoys)‘playing)the)field’.""He"takes"his"lead"from"style" !leaders,(i.e.(cool(peers,(aspirational(sport(and(celebrity(role(models,(style(magazines(and(trendy( clubs/bars)(both#at#home#and#abroad)"When"he"and"his"mates"are"not"playing"rugby,"watching"a" !match&or&surfing&the&net,&they&like&to&hang&out&in&cool,&trendy&places.&&! Attitude'towards'Alpha/meal:&&He#is#aware#of#Alpha/meal%but%has%the%perception%that%it%will%taste% !poorly.! Digital'interaction:''He#visits#Facebook#every#day#and#also#has#quite#an#active#presence#on#Twitter.## ! Subscribes)to)‘Groupon’)and)‘Living)Social’.))Averages!15!hours!online!per!week.! !

3)!!Fitness!fanatics:!25/!35! ! Their!Mantra:!My!body!is!a!temple!

! Meet!Sean!! 32!year!old!personal!trainer!from!Malahide.!!!Image!is!everything!to!him!–!how!can!he!convince! clients!to!get!in!shape,!if!he’s!unfit!himself?!!He!lives!in!a!2!bedroom!apartment!with!his!fiancée.!!He! is!almost!fanatical!about!exercise!and!eating!the!right!food.!!He!takes!a!protein!shake!for!breakfast! along!with!fruit!and!never!eats!carbohydrates!after!6!p.m.!!He!works!in!the!gym!5!days!a!week!and! is!currently!in!training!for!a!Triathalon.!!When!he!does!go!out!in!town,!it!is!always!to!the!trendiest! bars!and!clubs…the!places!where!‘the!beautiful!people’!hang!out.!! ! !

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

Attitude'towards'Alpha/meal:&&He#is#aware#of#Alpha/meal%but%hasn’t%tasted%it%yet.%%The%brand%was% recommended(to(him(by(one(of(his(clients.((He(usually(takes(a(protein(shake(for(breakfast! Digital'interaction:''He#visits#Facebook#and$Twitter!every%day!subscribes(to(emails(that(are(related(to( fitness.((!Averages!12!hours!online!per!week.! !

3.2''' Value'Proposition' Students

Career%Builders

Fitness'Fanatics

Alpha/meal%…%the%simple,% tasty%way%to%nourish%your% body%and%mind

Alpha/meal%…%the%delicious) cereal&designed&for&those&who& won’t&settle&for&second&best

Alpha/meal%…%the%high% performance*cereal* recommended(by(experts

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3.3'' Mapping'Personas'to'Channels'

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

4'Tactics'and'Actions' 4.1'Reach' a)'SEO' Despite!being!a!very!competitive!market!with!huge!investment!above!and!below!the!line,!it!would! appear!that!the!main!cereal!manufacturers!in!Ireland!are!not!placing!sufficient!time!and!resources! into!search!engine!optimisation,!which!is!something!Alpha/meal!plans!to!capitalise!on.!!No!cereal! manufacturer!appears!above!the!fold!for!organic!searches!on!‘breakfast!cereal’!and!‘healthy! breakfast’.!(See!below)!

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Alpha/Meal!Digital!Marketing!Plan! !"#$ !

Google!is!the!search!engine!of!choice!for!over!90%!of!the!Irish!population.!!After!creating!and! Adwords!account!in!Google,!we!have!compiled!a!list!of!Keywords!what!will!be!utilised!in!order!to! get!our!website!indexed!and!ranked!highly!in!search!results.!!For!optimal!results,!we!looked!at!Exact! [keyword],!Phrase!“keyword”,!and!Modified!Broad!+keyword!match!types.!

Keyword!

Competition!

Local!Monthly!Searches! (Ireland)!

"breakfast!cereal"!

Low!

720!

[breakfast!cereal]!

Low!

22!

[breakfast!cereals]!

Low!

28!

"breakfast!cereals"!

Low!

320!

"healthy!breakfast!cereals"!

Low!

28!

[healthy!breakfast!cereals]!

Low!

16!

"healthiest!breakfast!cereal"!

Low!

36!

[healthiest!breakfast!cereal]!

Low!

12!

"best!breakfast!cereal"!

Low!

28!

[muesli]!

Low!

260!

"morning!breakfast!cereal"!

Low!

260!

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