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City WokAmplified Affiliates:
Kimberly BakKristen BakJuan JuyAlex Ross
Background About Amplified Affiliates
• We are an internet based marketing agency located in Santa Ana, California.
• Our mission statement is to create content that inspires and educates the world.
• Our 5 year vision statement includes having annual revenues of $5 million consistently by providing excellent customer service and reasonably priced internet marketing services.
Current Marketing Strategy
City Wok
• Company Overview:o Mission statement: Noneo Vision statement: None o Objectives:
o Critique current online marketing strategyo Develop a new online marketing strategyo Ultimately, increase catering and online ordering sales for
City Wok Restaurants
Homepage Asian dining delivery chinese restaurant order chinese online
On the Menu Chinese food Beef chinese shrimp dinner city wok menu
Online Order Online order Chinese food Palm desert chinese
Catering Chinese catering City wok catering food catering
Locations & Company
None
Employment City wok employment jobs city wok restaurant jobs
News None
Contact Us None
Current Keyword Strategy
Current Keyword Strategy
Current SEO Keyword Rankings
Current SEO Keyword Rankings
Current SEO Keyword Rankings
Overview of Website SEONegatives:
• Press releases and news content section not regularly updated
• A few of website pages lack keywords
• Inconsistent content:o Descriptions of menu items are
not detailedo Not naming pictures with SEO
descriptions o Not utilizing a blog
• Employment page should match URL, currently its under the “Join-the-Team” URL
Positives:
• All pages have a description meta tag
• All pages have a title tag
• Currently utilizing using Yelp, TripAdvisor, Foursquare, Facebook and Twitter tags on the website
• Currently utilizing Google Analytics on each page of website
What Are Competitors Doing?• Panda Express is doing
similar website SEO as City Wok
• Panda Express is not utilizing a blog
• Panda Express is also not utilizing a current news or daily update section
• Heavy focus on connecting with customers via social media platforms
Website Layout & Lead Generation
• Landing Pages:
• No current landing pages found
• All pages lead directly to website pages
• Unable to track sales results and determine converisions
• How do you know what’s working?
• Utilizing “Left to Right” template:o People read left to righto Low recall and readership o Ideal for lead generation
• Utilizing Red and Yellow buttons which is great for lead generation
Catering• Catering is the greatest objective for
maximizing sales online
• Catering sales = Higher ROI
• No menu page is given
• No application/form to fill out
• Number is highlighted in red/yellow to stand out for lead generation purposes
• Page objective: Email or Call Stuart Davis
• Right to left template but nothing to click on the left (Catering button leads back to same page)
What Are Competitors Doing?• Catering Page:
• Download a catering menu
• Calling number
• Number and Menu in red colors
• Pick Up Stix is using “Right to Left” website template:o Not focusing on lead generation
o Focus for visitors to read the
website thoroughly
Email Marketing• Inconsistency of emails
(only 1 email sent in 2 weeks)
• Email coupons cannot be used for online ordering
• Emails consist of E-Club members and promotions
• Joining E-Club:o Offering free entree worth $8.00 for
signing upo Only able to choose from
Palm Desert and Studio City as favorite locations for coupons
What Are Competitors Doing?• Panda Express utilizes Email
marketing
• No free entrees for signing up
• “Forward to a Friend” emailing
• Links to “Food” & “Locations” sections in emails
• Emails consist of special offers, news, and product announcements
• Example: April Fish Day
Emailing Coupons• Coupon is in honor
of 24th anniversary
• Only two locations to choose from (No airport locations)
• Must print coupon in order to use coupon
• High concern of repeat coupon users
What Are Competitors Doing?• Panda Express and Pick
Up Stix use coupons
• Ability to print or show on mobile device
• Not using mobile scanning coupons which could improve tracking and repeatable coupon customers
Mobile Marketing• Current location-based marketing applications: Yelp,Yellow Pages,
Tripadvisor, GrubHub, MenuPages, Foursquare, Healthy Dining Finder, UrbanSpoon, ChineseMenu
• Pay-per-click ads such as mobile
display ads are not being utilized
• Not able to use coupons from mobile devices
(Must print from a nearby computer)
Pay-Per-Click
• Not utilizing Pay-Per-Click advertising• Focusing on organic search traffic
• Citywok.com = 590 organic clicks per month
• Pandaexpress.com = 60,000 organic clicks per month
• Panda Express have never used Google AdWords
Current Social Network Strategy
Facebook, Twitter, YouTube & GoogleNote: YouTube Channel Nonexistent
City Wok’s Facebook Page● 1087 likes
● Using the hashtags #CityWok and #ChineseFood
● Posting daily
● 0.1% of fans “liking” posts (not connecting and engaging)
● Lacking quick communication to customers
What are City Wok’s Competitors Doing?
City Wok’s Twitter Page● 231 followers● Using hashtags #CityWok
and #ChineseFood● 3 different locations in
SoCal listed but there are only 2 locations.
● Inconsistent posting (Between 5 and 6 days between Twitter posts)
● Linking Facebook postings to Twitter account
● No interactions/ retweets
How City Wok’s Competitors use Twitter
● Panda Express has yet to “tweet” on Twitter
● Panda Express About me section states: “Wish we could tweet but we’re busy wokking up Panda favorites. Orange Chicken, anyone? Connect with us on Facebook.”
● Pick Up Stix is linking Instagram posts to Twitter
● City Wok needs to stop tweeting, but keep the account active
City Wok’s Google+ Pages● Studio City: Not claimed, no updates,
profile picture from customer, city name is San Fernando Valley (no mention of Studio City)
● Palm Desert: Not claimed, no updates
● Virginia Airport: Not claimed, no updates
● Denver Airport: No Google Plus account
City Wok Google Maps Pages
• Pages have not been claimed
• Only utilizing one category
• No owner description comment
• Studio City showing San Fernando Valley
How City Wok’s Competitors Use YouTube
● Panda Express, Pick Up Stix, and P.F. Chang’s have YouTube accounts
● Producing video content of new products, promotions/video contests, and brand awareness
● Panda Express averages 4,000-5,000 views per video
● Pick Up Stix averages 1,000 to 2,000 views per video
How City Wok’s Competitor Uses Instagram
● Pick Up Stix “regrams” customers photos of them eating company products at their locations
● Pick Up Stix posts advertisements to introduce new products and let customers know of current promotions
Current Local StrategyDirectories: Yelp, Yellow
Pages & FourSquare
Current Local Search• Ranked #1 chinese food in Palm Desert • Ranked #3 chinese food in Studio City
City Wok’s Yelp Pages
Facts:
● Studio City: 173 reviews, 3.5 stars
● Palm Desert: 85 reviews, 2.5 stars
● Denver Airport: 17 reviews, 2.5 stars
● Virginia Airport: 15 reviews, 3.5 stars
Things to note:● Low reviews from Palm Desert and
Denver Airport locations● No company feedback on negative or
positive comments● Reviewers “like” negative comments
Competitor’s Have Similar Issues
• Several Panda
Express locations are
are not claimed on
local directories
• Example: Yelp
City Wok’s Yellow Pages Facts:
● Studio City: 4.5 stars, 6 reviews (Positive reviews)
● Palm Desert: 2.5 stars, 3 reviews (Mixed reviews)
● Denver Airport: Not listed
● Virginia Airport: Not listed
Things to note:
● Information is current
● Both airport locations are lacking Yellow Pages
● Negative review & lack of company response
● Utilizing 3 categories (can expand)
City Wok’s FourSquare PageFacts:
● Studio City: 1,082 visitors, 2,520 check-ins, 7.1 rating, 45 tips (Mostly positive reviews)
● Palm Desert: 269 visitors, 407 check-ins, 9 tips (Positive reviews)
● Virginia Airport: 241 visitors, 306 check-ins, 10 tips (Positive reviews)
● Denver Airport: 303 visitors, 349 check-ins, 5.9 rating, 17 tips (Mixed reviews)
Things to note:
● Over 3500 check-in’s combined
● Over 1800 visitors combined
● Over 60 customer reviews
● The mayor has checked in 6 times in the last 60 days (Once every 10 days!)
● Unclaimed pages and uncurrent information
New Marketing Strategy
New Strategy Overview
• Develop mission & vision statements
• Focus on:
o Keyword Strategy, Email Marketing, Mobile
Marketing, Directories, Website, Search Engine
Marketing and Social Network implementations
Mission Statement● Create a mission statement
○ A mission statement provides a clear vision of purpose and where the business is going.
○ The mission statement answers, “Why do we exist?”
● Competitor’s mission statement
○ Panda Express: “Deliver exceptional Asian dining experiences by building an organization wherepeople are inspired to better their lives.”
○ Pick Up Stix: No mission statement found
Vision Statement• Create a vision statement
o Vision statement identifies and describes the future success of the business
o A vision statement answers, “Where do we want to go?”
• Competitor’s vision statemento Panda Express ‘Year 2020’ vision: “To be a world leader in people
development to become loved by our guests.”o Panda Express “1973 Panda Inn” original vision: “Make Life Delicious”o Pick Up Stix: No vision statement found
New Keyword StrategyHomepage asian cuisine chinese food authentic chinese food authentic chinese food
Los angeles chinese food Studio City
On the Menu chinese shrimp city wok menu chinese chicken chinese beef beef chinese
Online Order online order order online studio city delivery chinese order online order chinese online
Catering chinese catering gourmet catering catering chinese food chinese delivery studio city
chinese food delivery studio city
Locations chinese restaurant Los angeles
chinese restaurant Palm Desert
chinese restaurant Studio City
restaurants in palm desert palm desert restaurants
Company chinese restaurant restaurant in palm desert restaurant in studio city chinese takeout menu chinese hollywood
Employment restaurants that are hiring restaurant jobs Los angeles
News Best chinese food in Los angeles
best restaurant in palm desert
best restaurant in studio city
restaurant in studio city restaurant in palm desert
Contact Us city wok Studio City chinese food Los angeles chinese food Palm Desert great chinese great restaurants
Why Keyword Strategy Will Work?
• A detailed keyword strategy lays the foundation for an effective online marketing strategy
• Use of Low, Medium, and light High competition keywords
• Mixing of Short-tail and Long-tail
• Utilizing a mixture of General and Local keywords
• Every page will have keywords that relate back to page
SEO Website Implementations• Create a City Wok Blog
o Example for the blog: Customer experiences/testimonials, new food choices, specials, contests, etc.
o Possibly create a monthly CEO blog/newsletter section to enhance credibility
• Employment page should match URL, currently its under the “Join-the-Team” URL
• Further analyze Google Analytics’ metrics to better understand customers
• Update content and press releases in news section
• Use SEO descriptions to describe pictures
• Update keywords for all the pages
• Create more content on menu pageo Prices and ingredients/food descriptions
Email/Mobile Marketing Implementations
• Increase emails to customers
• E-Club sign up changes:o Coupons must include a review
on an online directory
• Must show the review on a mobile device
• Ability to use the coupons at two airport locations to appeal to business customers
• Produce and develop mobile friendly scanning coupons o Environmentally friendly o Track repeat customers
• Allow coupons for online ordering at the two Southern California locations
Off Page SEO Implementations
• Wikipedia:o Create a City Wok Wikipedia pageo Highlight the four different locations
• Utilize Pay-Per-Click o Display Ads on mobile devices
Retargeting o Google AdWords Campaign
Increase exposure and increase website traffic Emphasize location and demographic targeting
• Increase backlinks from the website o City Wok has 451 backlinks o Panda Express has 64,299 and Pick Up Stix has 1,969 backlinkso Currently, substantially below competitors
Directory Implementations• Yellow Pages :
o Claim all City Wok locations o Create a City Wok Virginia Airport Yellow Page location
• Yelp:o Claim Denver Airport locationo Increase the ratings on Yelp since most are mixed
Example: A possible giveaway for a review
• Foursquare:o Claim all City Wok locationso Update missing information on each location for accuracyo Recognize and reward highly repeating customers
New Social Network Strategy
Facebook Improvements
• Respond to customer comments and questions in a timely manner
• Create contests (like Panda Express) to incite customer interaction, give away gift cards as prizes
• Add more Facebook exclusive coupons to generate more likes
• Run a promoted/sponsored campaign to increase exposure
Creation of City Wok on Youtube
• Create a YouTube account
• Benefits:o 2nd largest search engine (25% of all Google searches)o Comments can help with SEOo Post fan videos of consumers eating company product (create
humorous videos for all to enjoy)o Create exposure with numerous views of these videoso Video content consists of new promotions, contests and brand
awareness
Creation of Instagram Account
• Create a City Wok Instagram account
• Benefits:o Utilize keyword strategy hashtagso Interact with customerso “Regram” customers eating productso Create exposure and brand awarenesso Increase appeal to younger demographico Ability to inform about new locations,
promotions and contests
What We’re Going To Do For You
• Develop an effective keyword strategy and increase backlinks to boost your online presence
• Increase your ROI with increased traffic which will ultimately assist with maximizing sales
• Optimize your social media platforms to engage with customerso Respond to customers in a timely manner
• Update and claim online directories with accurate/current information
• Establish and update an Instagram, Youtube, Wikipedia page, and a blog on a daily basis
• Revamp E-club with mobile friendly coupons/codes
Why Should You Hire
Amplified Affiliates?
Why Work With Us?• We are a very reputable and established company
• We offer several exclusive benefits for our clients including a dedicated Account Manager
• We understand small and large business marketing objectives and capabilities
• We are also extremely knowledgeable and successful in online marketing
• Finally, we will do great things for your company
Thank you! Any questions?