DIGITAL MARKETING PLAN

CONTENTSWho is Heartcaker

The value prop

Current snapshot

Customer reviews

Competitors

Current analytics

Analytics takaways

Empathy map

Personas

Marketing objectives

Step 1: SEO

Tactic 1: Paid search

Tactic 2: EDM campaign

Tactic 3: Social campaigns

WHO ISHEARTCAKER?Heartcaker is the brainchild (and current sidehustle) of Rachel Hunt. Heartcaker offersbespoke celebration cakes delivered throughoutthe greater Sydney area. A degree qualified designer, Rachel currentlyworks in fashion, but is hoping to buildHeartcaker into a full time business.

THE VALUE PROP

YOU KNOW HOW WELL WHAT WE DO IS IN FACTYou’re busy

organising your party or event and don’t

have the time or skills to create an

impressive cake?

We make delicious, bespoke cakes to order.

We also deliver in the Sydney area

They're so good, they're instagram

worthy

CURRENT SNAPSHOTHeartcaker was registered as a business Jan 2018 Website went live Jan 9th 2018 Just under 50 orders so far this year 100% female customers to date Recipients are 80% female, 20% male Main source of marketing is word-of-mouth Most customers located within 25km of Sydney CBD 3 most popular events cakes are ordered for are: Birthdays, engagements and weddings Planning launch of standard designs collection in 2019 Current capacity is 2-3 orders per weekExisting channels used by Heartcaker include: Website,Facebook & Instagram

WHAT OUR CUSTOMERS SAYFacebook reviews

WHO ARE OURCOMPETITORS?

From price point, aesthetic and experienceperspectives, our main competitors are other

custom cake creators in the Sydney area. Someexamples include Bakedown Cakery, Petal Met

Sugar, Buttercream Bakery, Cakes by Cliff andButtercream Lane. These cake makers chieflyfocus on non-fondant styles and are typically

more design orientated than local bakers. Theyare also very social media savvy with great

websites to maximise their SEO.

CURRENT ANALYTICS WEBSITE

Source: Weebly insights

Source: Google Analytics Source: Weebly insights

CURRENT ANALYTICS SOCIAL

Source: Facebook insights

Source: Instagram insights

ANALYTICSTAKEAWAYS

Currently 100% orders have come from women, butthe insights reveal about 15% of visitors are male.This is an untapped market.

25-34 year olds are the strongest demographicmaking up nearly half of all traffic, 35-44 year oldscould be a good segment to target as they're thesecond largest group of visitors.

Average pages visited is sitting at around 2. Theentire website has 4 pages total. There is bigpotential to expand the site with extra content.

Website traffic's largest point of origin is Google.Competition in this market is increasing andHeartcaker needs to maximise SEO to stay on top.

EMPATHY MAP

Think and Feel "I’m so time poor, it would be great to have the event cake made for me" "I’m not sure anything I could create would be insta-worthy, but a professional cake would be such a crowd pleaser"

Hear "Professionally made cakes can be expensive" "So and so got a cake made by another company and said she could make something way better and cheaper"

Say or Do "I need to find a trustworthy business with great reviews" "Where can I find a bespoke cake making service that is value for money?"

See "I’ve seen so many amazing cakes on social media" "A professional made/styled cake really makes an event look next level"

PERSONAS 

PERSONA 1: SARAH

20-30 yrs oldOffice workerSocial media savvyHas a boyfriendCurrently follows Heartcaker on social mediaPotential events she may order cake for include: engagement, wedding, birthdayConsiders herself a trendsetterDoes not have skills or equipment to make her own cakeLikes to mood board ideas for her eventual weddingTrying to save for her first home, conscious of cost

"Personality can't be photoshopped"

PERSONA 2:  TYLER"24/7 I'm 365"

25-35 yrs oldWorks in PR/EventsSocial media superstarSingleLoves a big event, a party or any kind of celebrationDoes not follow Heartcaker on social media yetPotential events he may order a cake for: corporate, celebratory party, birthday, engagementImpressing a boss or client is always a huge motivatorExpects a high level of service when engaging professionals for an event

PERSONAS 

PERSONA 3:  JASON

30-40 yrs oldDouble income, no kidsOwns a swanky hair salonLives for the 'gramAlready follows Heartcaker on social media.Likes to be recognised for his superior sense of taste and styleHas better things to do than bake a cakeIs very brand conscious and a strong advocate for brands he thinks makes him look goodMoney is no issueMay order a cake for: 30th/40th b'day, engagement, wedding, party.

"#gaysonthego"

PERSONA 4:  SALLY"Ollie! What's in your mouth?"

35-45 yrs oldMarried, just had first child.Works part time after maternity leave. Does not follow Heartcaker on social media yet, but has friends that do.Relies on personal recommendations and social media to find new services.Budget may be an issue, but she's time poor. Feels like she needs to compete with the other mums in her social circle.May order a cake for: 1st birthday, 40th birthday, anniversary, milestone birthday of her parents.

MARKETING  OBJECTIVES1. Increase brand awareness 2. Increase brand interest

STEP 1: OPTIMISE SEO

CURRENT SEO

10 WAYS TO OPTIMISE OUR SEOAcquire SSL certificate

Create additional content, (eg. blog for site to encourage backlinks)

Get existing Facebook reviews added to Google

Complete Google business info (phone, email etc)

Upload site map to Google search console to allow indexing of site

Page Load Speed (image sizes, page requests)

Website Copy (use keywords)

Images (filenames, alt tags)

Update content regularly

New page/unique URL "Thank You" page once enquiry form has been filled out to track.

IDEAS FOR BLOG CONTENT

Cake of the month

Recipes Cake Inspo

Party & Event Inspo

Throwback Thursday

Made by Heartcakerby Heartcaker from the web

from the web childhood cakes photo submissions

The goal here is to provide content to engage visitors on the site (all of the above), establish Heartcaker as an authority/influence in this field (cake of the month), encourage back-links and social sharing (recipes/cake of the month) and generate user submissions (throwback Thursday).

TACTIC 1: PAID SEARCH

PAID SEARCHObjective Increase brand awareness Funnel stage Awareness KPI (Goal) 30% increase in web traffic from Google over one month. A secondary kpi for this would be a corresponding increase in the number of enquiry forms completed. Channels Google Personas All Current unique website visits last month 316 Visits originating from Google 180 KPI Increase 95 extra visits per month originating from Google

PAID SEARCH - KEYWORDS

cake sydney birthday cake sydney celebration cake sydney corporate cake sydney wedding cake sydney sydney cakes event cake sydney drip cake sydney cake decoration sydney custom cake sydney

10k-100k 10-100k 1k-10k 10-100 1k-10k 1k-10k 10-100 1k-10k 1k-10k 10-100

Low

Low

Low

Low

Low

Low

Low

Low

Low

Low

Low Medium Low Medium Medium High Medium Medium Low High

Keyword Volume Competition Intent Our Pick

Keywords selected all have low competition and medium to high intent. "custom cake Sydney" has low volume but is much more relevant to this business, and based on kpi and current production capabilities this is acceptable if used in conjunction with other keywords.

PAID SEARCH - KEYWORDS

To minimise cost and maximise the right kind of awareness, the search term "sydney cakes" could be dropped. Heartcaker sits in the mid to high price point range, customers need to order at least a week in advance and we don't want to be competing with companies like Looma's, CBD Cakes and Cakes2U which are the first to pop up after searching this term.

NEGATIVE KEYWORDS TO CONSIDER: -fondant cake -Australia wide -shipping

PAID SEARCH -   AD WORDS CAMPAIGN

Now we have identified the keywords we'd like to bid on, we need to create our Google Adwords campaign which will hopefully be served up to our potential customer next time they search for any of those terms. Below is an A/B test of two potential ads, the only difference being the headline. Version A's headline is "Bespoke Cakes Sydney" which while succinct and informative is a little dry. Version B's headline is a little more esoteric, referencing our branding/website with "No Heartbreakers Allowed"

A/B TESTING

VERSION A VERSION B

PAID SEARCH -   ASSESSING RESULTS

To measure the results of our Adwords campaign we would have two options for analytics. Heartcaker's website was created/hosted by Weebly which provides insights information such as traffic sources. For more detailed info we can go to Google Analytics> Acquisition> Overview , and to drill down even deeper we'll head to Google Analytics> Acquisition> Channels> Traffic.

ANALYTICS

GOOGLE ANALYTICS WEEBLY INSIGHTS

TACTIC 2:  EDM 

CAMPAIGN 

EDMObjective Increase brand interest Funnel stage Interest KPI (Goal) Build subscriber list by 50% Channels EDM Personas Sarah, Sally Current customer database 50 people KPI Increase Add an extra 25 people to current subscriber list and confirm correct email accounts for existing subscribers over 1 month.

EDM CAMPAIGNThis EDM campaign aims to capture the Sally and Sarah personas by requesting email confirmation of existing accounts (Sarah) while encouraging email sign up of friends and relatives that may be interested (Sally) with an offer or discount. The email introduces Rachel as Heartcaker and encourages email sign up for special offers, treats, recipe ideas and cake inspo. This is also another good opportunity for A/B testing. The example below A/B tests the headline as that's the first thing a recipient would see in their inbox, but we could also try the call to action/button, images and sender name.

A BTo: Recipient's email address From: Heartcaker Subject: Introducing Heartcaker Preview text: Celebration cakes made to order

To: Recipient's email address From: Heartcaker Subject: Custom Cakes in Sydney Preview text: Celebration cakes made to order

EDM - ASSESSING RESULTSWe will be using Mailchimp to create and distribute our EDM. The reports section of this app will be able to provide us with detailed information regarding successful deliveries, opens, clicks and forwards.

TACTIC 3:

 SOCIAL MEDIAFACEBOOK & INSTAGRAM

FACEBOOK CAMPAIGNObjective Increase brand awareness- currently the website has the lowest amount of traffic coming from Facebook. Funnel stage Awareness KPI (Goal) 300% increase in web traffic from Facebook in one month, equating to 80 visits per month originating from Facebook. Secondary kpi would be increasing Facebook followers. Channels Facebook Personas Targeting Jason & Tyler personas specifically to tap into our nascent male market. Average monthly website visits originating from Facebook 20 Current Facebook follower count 130

FACEBOOK CAMPAIGN

By creating a Facebook campaign audience with specific attributes (gender, age, location, associated interests) we aim to specifically target our ad to the Tyler and Jason personas. The potential reach audience of 160,000 people seen here is probably a bit larger than we'd need, so we would include more interests to narrow it down and get better detailed targeting. The copy/imagery of the ad is aimed to appeal to the shared love of social media, originality and premium goods of both the Tyler and Jason personas.

FACEBOOK CAMPAIGN

The success of this campaign can be measured in three ways. Firstly, since the ad will be placed on Facebook we can use the Facebook Ad Manager for campaign insights. This will serve us information such as reach and click through. Since the call to action is encouraging the viewer to click on the ad which then directs to our website, we can measure incoming web traffic using Google Analytics and Weebly as we did for our Google Adwords campaign.

ANALYTICS

INSTAGRAM CAMPAIGN

Objective Increase brand interest. This campaign is to be run after all previous campaigns. Funnel stage Interest KPI (Goal) Increase Instagram likes/shares/follows (audience engagement) by 20% in one month Channels Promoted post on Instagram, video format Personas All personas Average activity per instgram post currently 80-100 likes, 5 comments or less, roughly 400 impressions per post. Current follower count 360

INSTAGRAM CAMPAIGN

Using the content honeycomb, we will create a video campaign for our Instagram channel. Format will be short form (30sec) focusing on telling the story of our brand, showcasing Rachel (the driving force behind the business) and featuring lots of eye candy in the form of beautifully photographed cakes, set to a super sweet music track by a local indie artist. While it would be great to hit every point in the honeycomb, practically speaking this campaign will most likely hit around 4 (educational, meaningful, unique and entertaining). There is potential to expand this into a branded series or partner with local indie musicians, artists etc.

VIDEO

INSTAGRAM CAMPAIGN

To assess our results, we would head into the 'Insights' section of the instagram app. This would display overview information for our account. Heading into Insights> Content> Promotions would give more detailed information on the success of our campaign. We are looking for a rise in the number of -followers -likes -shares -comments

ANALYTICS

INSTAGRAM CAMPAIGN

VIDEO

WRAP UPHeartcaker is a small developing business that is currently being run on the side of Rachel's full time job. The aim is to use the digital marketing strategy to build it up slowly and sustainably, with the eventual goal of taking the business full time. Our digital marketing plan involves a combination approach. First addressing SEO issues then moving into paid advertising (Google, Facebook, Instagram) and employing EDM's to expand Heartcaker's current subscriber list. In order to successfully engage our audience we will focus on developing great copy, high quality images and captivating video content, all of which can be A/B tested with variations being deployed to the relevant market segments based on our personas.

THANK YOU!

Presentation by Krystyna Fagan