Background: As a newly established brand, our digital strategy is not yet at the stage of implementation. Which means that our brand has no official website, social media accounts or any advertising campaigns. In order for our brand to develop a better market, the brand needs a digital strategy that can be implemented.
Objectives & KPLs: As a new brand, our main goal is to build a good brand image, increase brand awareness, attract more potential customers to buy our food while retaining regular customers. While making our reputation, we will not forget to strengthen the brand loyalty of our old customers. Within the framework of the general goal, my objectives are set to be more specific.
1)My primary objective is increasing the number of followers on social media within a year. The objective is aimed at increasing brand awareness. The performance (KPL) can be measured easily by checking how many followers have grown over a specific time period. We need to focus on the rate of growth as well as the number of followers. We need a significant increase in the rate of followers at the beginning.
2)My secondary objectives are Increase our websites visitor by 40% in a year. And Increase customers who buy our food by 30% within a year. The main purpose of these two objectives is to increase brand awareness, build brand image and attract more consumers. We can measure the first objective by checking how many people visit our website in a month. To measure the second objective, we can check how many people order food from our restaurant in a month (either online or not).
“Big Idea”: The “big idea” for my brand is “Fight for your taste!”. This big idea stands out in my list because it combines the concepts of kung fu and food together. One of the core spirit of Chinese kung fu is to fight for something meaningful. We incorporate the kung fu fantasy into our brand. We want people to feel that delicious food is worth fighting for. At the same time, this big idea is also suitable for brand promotion. It’s good to build a media strategy around the concepts of kung fu and fried rice. We can use intergrated Media to create cool campaigns to get people interested in our brand culture.
Targeting and Channels: There are two types of buyer personas for my brand. The first type is overseas Chinese students who wants to try authentic Chinese food, the second type is foreign people who loves or want to try delicious Chinese food. In general, the age of my target audience should be between 16 to 45. So, social media and website will play a primary role in my digital marketing efforts. Paid media will play a secondary role. Search engine and emails will play a third role.
1)Social media: I choose WeChat, Weibo, Instagram and Facebook as my social platforms. WeChat and Weibo are mainly aimed at the Chinese target audience. To achieve my objectives, my social media platform will be used to post the latest content about the restaurant. For example, new store openings, seasonal or seasonal promotions, delivery of coupons and discounts, new menus etc. Also, I’ll interact with consumers or potential customers using polls, opinion boxes or customer reviews. Lastly, I’ll use social media to find potential partners that my brand could cooperate with for mutual benefits.
2)Paid media: As a secondary role in my digital strategy efforts, paid media is used to increase brand awareness and possibly strengthen brand loyalty for old customers. I set my budget at 10 to 15 percent of my annually operating income. My main paid media include social media and web ads, and I do not consider celebrity endorsements or TV ads because those are expensive and complicated. My ads will mainly be placed on social media and official websites. After targeting the correct audience, these ads are mainly used to attract the attention of potential customers, arouse their emotions and try to persuade them to try our food. For old and regular customers, we will use advertising to enhance their trust in the brand, so that they generate brand loyalty. I want my ads to be creative and eye-catching, visual elements should be greater than text.
3)Website: The brand’s official website plays a primary role as our social media in digital marketing efforts. The website should be well-designed, the theme should relate to kung fu, a nice layout could draw more customers. The websites are used to inform customers information. The website will provide menu for customers. The address of each of our stores in the United States will be listed on it. Links to the social media will be displayed on the website, and we will post the same content we posted on the social media and update some promotions on the homepage in real time. Most importantly, the site is also used for offline ordering. People can visit our website and check our menu, order food on their laptops or cell phones easily.
4)Search engines: Search engines play a third role in my digital marketing efforts. It is mainly used as a supportive way to increase brand influence and awareness. Organic search engines use big data to show people what they might be interested in. In order for more people to see and know about our brand. We need to use the advantages of search engines. To use search engines to promote our brand, we need to analyze the keywords that our target audience or potential users most likely to search for. And then our websites and social media should regularly publish high-quality content related to these keywords.
5)Emails: I assume that my target audience are relatively too busy or too young to check emails often. So, emails play an equally supportive role as search engines in digital strategy efforts. Before we could email people, we need to collect their emails. I will use membership system, customer review and surveys to collect people’s email. People need to fill in and verify the email when they apply for our brand membership. Membership allows them to enjoy membership price and membership discount often. When sending an email about our brand, I hope the content of the email is useful and effective, and the timing of sending emails to our customers should be chosen appropriately. don’t want our potential customers to take a negative view of our brand because of annoying emails.
Pillar Content:
1.Content title: How to make delicious Chinese Fried rice?
Media: Video
Description: This should be a short-documentary video (film) showing people how we make great Fried rice in our Kitchen. This documentary video can reflect the strength of our kitchen staff, show our professionalism, and tell everyone that authentic and delicious Fried rice can only be made in such an environment.
2.Content title: The history of rice
Media: Cartoons
Description: This is a series of well-produced cartoons, about 5min in total for one episode, and 5 to 8 episodes in a season. This cartoon mainly tells you everything about rice. About the origin of rice, its cultivation, and the importance of rice in Asian countries, especially China. This cartoon can give people a sense that authentic Fried rice is passed down through the older generation, just like culture and history. When we cook Fried rice, we don’t forget its tradition and our culture.
3. Content title: Everything you need to know about Kung Fu Rice
Media: Magazine
Description: This is a magazine that covers every aspect of our brand. This magazine introduces our brand background, brand ideas, brand spirit, brand culture. Show people our team of professional chefs and excellent staff. It also explains our management model and concept. Generally speaking, this magazine is the most comprehensive introduction to our brand.
KungFuRice 