Buona Vita Pizzeria

THE DIGITAL MARKETING PLAN

SARAH DEWALD, ROCKY WORLEY, KATLYN STEPHENS, ALYSSA CROUCH, SHANTIE MAHABIER

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 1

BVP Digital Strategy

Digital Mission | To utilize digital channels to increase the social presence and reach of BVP, thereby increasing brand

awareness, equity and enabling engagement with our family… our customers.

Digital Objectives:

Increase reach by 25% over the next 9 months.

Increase engagement by 30% within 6 months.

Increase new customer visits by 20% in the next 6 months.

Increase awareness of food truck by 35% within 9 months.

Achieve 10% of total sales from Order Up within 1 year.

Web Design and Analytics

Current Web Presence

The new webpage certainly has a stronger presence than the last. Initial examinations show that the page loading speed is

great, and the aesthetic of it seems to fit the brand a bit more than the previous version – true Italian roots with a

modern twist.

Strategic Changes

Incorporate the Food Truck location into the website

Present the menu in text form as opposed to the previous PDF form as means to increase SEO.

Strengthen the branding of “BVP” by addressing the company as such on the website.

Add an option to sign up for email subscriptions

Social media links are not working

Replace food photos with more aesthetically appealing alternatives – the quality of the photos can be much

higher to better represent the quality of the food.

SEO

Incorporate Keywords

By applying designated keywords within titles, headings, as well as naturally embedding the descriptors in the content,

BVP’s SEO will be maximized.

Suggested Keywords: Family, Buona Vita, Good Life, Generation, Fresh, Pizza, Northern, Pizza Restaurants, Local restaurants

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 2

Food Related Discussions | U R What You Post is a site that actively updates key words about foods that are trending on social media. At the time this data was collected, pizza was mentioned 8,720,000 times on social media Perhaps this could be used as a guiding force in determining what key words trigger discussions on various social media venues.

One specific alteration that will more efficiently incorporate key words would be to present the menu without a PDF. The non-text nature of a PDF is not SEO friendly in terms of keyword application.

Mobile Friendly

A mobile friendly venue will rank higher in search engines. The following steps should be taken to make the site more

user friendly for those accessing the page through mobile means.

Add social media links to website.

Remove email link (can’t email unless signed up) – keep email listed

Display menu in text as opposed to PDF format

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 3

Remove hours of operation in the footer. It is repetitive given that the hours for both locations are listed

above it.

Local News Features

Formulate an appropriate “Press Kit” to send to local media outlets. The store opening is newsworthy and should be

capitalized on in terms of media coverage. The following platforms would be consistent with BVP’s designated targets:

Northerner

Cincinnati Enquirer

WCPO Business

WLWT5

These outlets have a vast network of viewers. By leveraging these relationships, the exposure will bring natural traffic to

the site, therefore, amplifying SEO – especially when direct links are supplied within the articles.

CRM

CRM is described as “The use of Internet communications channels and technologies to enhance customer relationship

management (CRM) and customer experience management initiatives” – WhatIs.com

BVP can use email marketing to their advantage as means to form new relationships while enhancing those with

returning customers. Online and offline promotions should be incorporated in order to build an e-mail list.

Furthermore, these lists can be developed through research, CTA order forms, with APP registration, as well as offline

alternatives, such as sign up forms and kiosks.

A few campaign ideas are listed below.

“Large for a Medium Charge” Campaign

This could be an offline method of gathering e-mails. When the waiter presents the check, he/she could mention the

promotion that is delivered via email.

Customer of the Month Pizza Campaign

The “Customer of the Month” campaign would be marketed both online through social media and within the in-store

setting. Customers will email BVP their own pizza creation with unique, self selected toppings. Once a month, BVP will

feature one of these submissions, and the customer will receive a free medium version of their pizza.

This will encourage customer interaction in an online setting, and because the competition is via e-mail, addresses will be

further collected.

Free Personal Small Pizza for Birthday

Customers should be encouraged to opt-in to BVP’s emails, so that they can receive a free personal small pizza once a

year for their birthday. A voucher will be sent to their email address and must be used within the month.

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 4

Options for Email About Food Truck

Designated social media venues could promote the email alert system that updates customers with BVP’s food truck

location. Not only would this boost sales of the food truck, but also, people would be encouraged to sign up, so that

they can take advantage of this information.

MOBILE

SMS

“95 out of 100 of your customers who have opted into your text messaging program OPEN and READ your mobile

messages within 3 minutes.” As James Citron, CEO of text messaging service Mogreet, said to Forbes. The benefits of

SMS when done correctly are substantial.

At the present moment, we suggest that BVP does not incorporate SMS marketing into their current plan. Rather, it

should be a future addition once their “base level” marketing is established. At this time, BVP could use Top Ten

Reviews as a great comparative resource for pricing options when working toward mobile incorporation.

Trumpia specializes in email conversion to SMS, targeting, loyalty tools, surveys, event promotions, coupons, mobile

voting, etc. Another option, Txt 180, claims to be the “lowest price in the industry,” so if there are monetary limitations,

this could be a potential deciding factor.

Free and Payable Options:

Mobile Friendly Website

As described above, BVP must incorporate more mobile friendly tactics into their web design. This will make the

experience for consumers much more convenient and enjoyable.

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 5

Apps

The “No Wait” app would be a beneficial addition for BVP in the future as well once their customer base expands a bit

for their new location. (http://nowait.com/restaurants/)

App to be downloaded

IPad required at restaurant

Allows guest to put name on list from phone without calling

Text the guest when their table is ready – he/she does not have to be present and wait

Cost differs based on size of business; have to call to get prices

YELP

Take advantage of both YELP. Proactively building this platform will aid in drawing new customers to the restaurant.

89% of customers look at reviews before they dine. – Grab Stats

Loyalty Programs

Loyalty Program Apps

Belly | https://www.bellycard.com/business/pricing/

Review – http://www.merchantmaverick.com/reviews/belly-review/

More commonly used

Comes with IPad, stand, and lock

Data report

Social media integration

Email marketing

Mobile page on belly app (redistribution)

Basic-129/month-loyalty-12 campaign- customer insight-mobile exposure-150 installation fee

Core-159/month- includes basic- merchant mobile app-social media market-incorporate email list- customer

acquisition

Complete-209/month- basic+core- free installation- unlimited campaign-

Flok | http://www.merchantmaverick.com/reviews/flok-review/

Digital punch card

Send rewards to members

Can connect through social media

Greets them when they walk in; tracks sales over time

Monitors all club activity and sends report to business

Basic plan-49.90/month-250 mobile punch-manual check in

Pro plan-69.90/month-500 mobile punch-auto check in- custom app- market kit

Ultimate plan-139.90/month-all pro features-unlimited punch-market consult

Punch Card

Does not crash with technological errors

Does not use data

BUONA VITA PIZZERIA – DEWALD, WORLEY, STEPHENS, CROUCH, MAHABIER 6

More cost efficient

Cons: hassle, hard for customers to track

Online Advertising

Local Competitor Promotions

First, examine promotions within the area, so that BVP can best compete within the local market.

Sweet Basil | No current promotions

Bonefish Grill | $5 martini Monday; Honked on Tuesday (3 courses for 14.90); Bang Wednesday ($6 at night)

Chipotle | No current promos, website recommends to check back weekly for updates

Burger King | Promotions based on season (pick 5 for $4<- current)

McDonald’s | Promotions based on season (McPick 2 for $4)

Domino’s | Mix and match 2 for 5.99; online only 50% off all pizza through 3/20;

Skyline | No weekly promos found (usually depends based on events they do with the community)

Arby’s | Promotions vary based on season not week

Penn Station | Monthly specials (vary, usually discounted 8” sub)

Online Advertising Tactics

Partner with local “foodie” bloggers to represent BVP or write a featured post about the restaurant.

Banner Advertising

Coupons featured through social media

Paid placement on Google