Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
4
EXECUTIVE
SUMMARY
The
online
marketing
and
advertising
plan
illustrated
in
this
project
came
from
the
idea
of
working
with
a
real
business
in
order
to
apply
the
knowledge
and
skills
gained
during
the
Master
degree
into
real
life.
The
author
decided
therefore
to
focus
on
a
Café
Bistro
business
in
conjunction
with
the
Bistro
Manager,
Ms.
Mihaela
Marian,
who
is
managing
its
launch
on
the
market.
The
management
of
this
project
is
handled
by
the
author,
who
used
a
project
management
plan
to
ensure
deadlines
were
reached
in
accor dance
with
timeline
and
budget.
Macro,
micro,
primary
and
secondary
researches
were
made
in
order
to
give
directions
and
insights.
The
research
showed
that,
despite
the
strong
importance
of
online
presence,
restaurants
in
the
Portsmouth
area,
Southsea
in
p articular,
are
not
exploiting
their
potentials
in
terms
of
branding
and
sales.
This
seems
to
suggest
the
idea
that
competition
is
not
so
strong
in
this
area
of
digital
marketing,
while
it
is
strong
when
it
comes
to
price
choice
and
friendliness
of
service,
which
are
the
two
most
important
factors
for
a
positive
experience
in
a
restaurant
(primary
research
results).
The
project
therefore
represents
a
very
good
opportunity
to
gain
competitive
advantage
in
such
a
competitive
industry.
The
project
also
illustra tes
models
and
latest
trends
of
digital
marketing
that
are
used
to
reach
final
aim.
A
short
presentation
of
the
Book
Corner
seems
necessary
before
proceeding
further
on
this
project.
The
idea
of
opening
a
new
Bistro
Café
in
Southsea
came
last
year
to
the
Manager,
Ms.
Mihaela
Marian,
in
conjunction
with
an
investor
because
of
the
extensive
experience
of
both
of
them
in
areas
such
hospitality
and
real
estate
development.
Their
idea
to
open
the
Book
Corner
was
motivated
by
the
absence
of
a
student
Café
Bistro
offering
affordable
but
healthy
food
and
drinks
as
alternative
to
some
students’
usual
places
in
the
area.
Some
places
for
students
are
still
affordable
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
5
but
the
range
of
menu
they
offer
is
very
limited.
Ms.
Marian
and
her
business
partner
found
a
gap
in
t he
food
sector
and
decided
to
open
a
new
place,
situated
behind
the
University
library,
in
close
proximity
to
the
Dental
Academy.
In
that
area
there
are
shops
and
students
places
offering
small
range
of
basically
unhealthy
food
and
coffee.
The
other
altern ative
of
the
area
is
Le
Café
Parisienne,
which
for
students
might
represent
an
expensive
alternative.
The
Book
Corner
has
a
capacity
of
30
places
and
it’s
planning
a
staff
of
6
people
working
as
following:
one
chef,
1
assistant
chef,
3
part -‐time
waitresse s
and
one
manager
supervising
their
work
and
it
will
be
open
from
08.00
am
until
10.00
pm
every
day.
Ms.
Marian
will
be
working
on
the
premises
supervising
the
business
management,
the
staff
and
serving
the
customers.
I
have
approached
Ms.
Marian
to
propose
the
digital
marketing
project
during
the
summer
period
of
2012
and
reasons
why
she
accepted
the
offer
were
the
following:
• The
new
Bistro
had
in
mind
the
target
market
but
did
not
know
how
to
reach
it
using
digital
media
marketing;
• Newly
opened
business
w as
in
need
of
visibility
and
to
increase
brand
awareness
in
order
not
to
miss
new
customers
and
be
able
to
communicate
with
them
efficiently
and
in
the
long
run;
• Digital
marketing
is
new
and
trends
and
phenomenon
are
still
partly
unknown
to
marketers
using
traditional
marketing
approaches.
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
15
1.
INTRODUCTION
1.1
AIMS
AND
DESCRIPTION
OF
THE
PROJECT
The
overall
aim
of
this
project
is
to
demonstrate
the
successful
application
of
digital
media
in
a
marketing
context
by
supporting
the
launch
of
a
new
Cafe
Bistro.
In
particular,
main
objectives
are
the
following:
• Establish
a
Facebook
page
by
the
end
of
December
2012
and
make
it
interesting
so
that
it
reaches
at
least
150
likes;
• Establish
an
online
presence
with
a
brand
new
website
by
the
end
of
December
2012;
• Create
links
with
other
websites
(affiliate
marketing)
after
the
website
goes
live
and
connect
to
at
least
5
websites
ranked
on
Google
first
page;
• Make
sure
the
n ew
website
is
listed
on
Google
search
engine
and
on
TripAdvisor
to
make
it
very
for
visitors
to
find
it
and
rate
it;
• Produce
enough
interest
on
the
new
Cafe’
Bistro
to
generate
at
least
10
online
bookings
per
month
in
the
first
three
months.
The
project
illustrates
the
creation
of
a
logo
and
online
presence,
that
includes
a
brand
new
website,
a
social
media
strategy
and
offline
communications
tools,
and
it
explains
the
tools
and
techniques
used
to
achieve
the
objectives
that
have
been
set.
1.2
JUSTIFICATION
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
16
The
reason
to
focus
on
the
Bistro
is
partly
motivated
by
the
fact
that
the
author
noticed
a
problem
with
it
related
to
its
advertising
strategy:
the
place
was
focusing
mainly
on
traditional
offline
marketing,
namely
personal
PR
and
price
discounts.
The
idea
to
support
with
digital
marketing
tools
was
then
the
most
natural
and
logic
progress
following
traditional
advertising.
Also,
because
the
Bistro
experience
is
intangible,
the
use
of
online
marketing
tools
seems
even
more
important,
in
particular
if
related
to
online
reviews
and
the
stimulation
of
word
of
mouth
before
and
after
the
customers’
experiences
in
the
restaurant.
The
reason
why
this
particular
bistro
“The
Book
Corner”
was
chosen
versus
other
type
of
businesses
are
several
but
can
be
summa rised
as
follow:
• The
Bistro
is
unknown
in
the
Portsmouth
area
because
it
has
not
been
opened
yet
so
this
project
represents
an
opportunity
to
make
it
visible
online
and
enlarge
the
visibility
also
offline;
• The
management
is
a
close
friend
of
the
author
and
this
means
that
inside
information
were
easier
to
obtain,
in
particular
regarding
market
research,
competitors
analysis
and
other
issues,
thus
making
the
whole
management
of
this
project
much
more
time
efficient;
• The
online
campaign
can
and
will
support
t he
reputation
the
restaurant
is
going
to
achieve
over
time
because
the
follow
up
of
this
project
will
be
managed
by
the
restaurant
manager,
who
will
be
trained
in
website
content
as
well
as
social
media
management.
At
the
end
of
this
project
a
critical
eva luation
will
be
showed
to
evaluate
strengths
and
weaknesses
of
such
a
project
and
a
follow -‐up
strategy.
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
17
2.
DEVELOPMENT
METHODOL OGY
2.1
ACTIVITIES
To
deliver
the
best
project
results
an
effective
and
efficient
project
management
methodology
was
set
up.
T his
ensures
the
project
is
completed
within
budget
and
deadlines
(Bentley
&
Whitten,
2007).
There
are
several
project
activities
included
and
they
will
be
described
in
the
following
section.
Figure
1
–
Project
Management
life
cycle
process
Figure
1
-‐
Project
Management
life
cycle
process
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
18
Activity
1
-‐
Negotiate
scope
The
expectations
of
this
project
go
from
the
ideation
and
creation
of
a
digital
marketing
campaign
to
the
launch
of
the
Bistro
with
such
campaign
associated,
including
website
creation
and
marketing.
Product:
New
digital
media
marketing
strategy
to
support
the
launch
of
the
Cafe
Bistro;
Quality:
high;
Time:
Due
December
3
rd
;
Costs:
low
budget
Bistro
with
low
costs;
Resources:
Digital
Project
Manager
and
restau rant
Manager
Activity
2
–
Identify
Tasks
The
activities
to
carry
the
project
have
been
identified
and
described
in
the
table
below.
Activity
3
–
Estimate
Task
Duration
Details
are
presented
below
Figure
2
–
Project
Management
Plan
Task
Name
Breakdown
Duration
Dependencies
Deadline
Analysis
Phase
Macro
Analysis
UK
restaurant
facts
and
figures
2
days
02/08/2012
Micro
Analysis
SWOT
Analysis
-‐
Competitor
Analysis:
Based
in
Southsea
Analyzed
elements
are:
Websites;
Social
7
days
Complete
before
logo
and
website
design
09/08/2012
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
19
Media;
Menus;
Prices
Research
Phase
Primary
Research
Development
of
questionnaire
–
choice
of
research
design
5
days
Complete
before
logo
and
web
deisgn
14/08/2012
Submission
of
questionnaire
and
collection
of
answers
7
days
21/08/2012
HOLIDAYS
Secondary
research
Literature
review
on
WoM,
social
media,
Online
marketing
and
affiliate
marketing
for
restaurants
and
bistros
14
days
Complete
before
business
development
strategy
14/09/2012
Creative
and
development
phase
Logo
Design
Create
a
series
of
logos
incorporating
the
ideas
of
both
partners
and
feedbacks
from
family
and
friends
7
days
To
be
completed
before
website
hosting
analysis
21/09/2012
Website
Design
Establish
website
objectives
(communicate
and
14
days
To
be
completed
before
05/10/2012
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
20
engage
with
customers)
and
content
(Menu,
location,
about,
etc…)
Create
sitemap;
Create
home
page
design;
website
hosting
analysis
Build
home
page
prototype
Building
a
working
prototype
of
the
home
page
using
Dreamweaver;
Insert
pictures
and
text;
Create
links
among
pages;
Add
Flash
home
page
images
slideshow;
Export
the
Photoshop
design
into
Dreamweaver
7
days
To
be
completed
before
website
hosting
analysis
and
Facebook
pages
12/10/2012
Create
the
blog
Download
and
set
up
account
with
MAMP
local
server;
Download
and
building
the
Word
Press
blog
to
talk
1
day
To
be
completed
after
the
website
is
done
and
went
live
17/10/2012
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
21
about
coffee
experiences;
Link
MAMP
server,
Wordpress
and
Dreamweaver
together
to
allow
updates
to
blog
page;
Make
changes
in
Wordpress
template
to
make
page
look
like
Dreamweaver
design
Analyse
and
choose
candidates
for
online
hosting
Analyze
3
candidates
and
choose
1
relevant
for
the
new
business
5
days
To
be
completed
after
the
website
is
done
18/10/2012
Promotional
phase
Create
Affiliate
Marketing
Plan
Check
which
keywords
are
most
used
on
Google
regarding
coffee
and
Bistro
in
Southsea;
Search
on
Google
appropriate
websites
for
advertising
the
new
business;
7
days
To
be
completed
after
the
website
is
done
and
gone
live
25/10/2012
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
22
Analyze
website
traffic
of
each
of
them;
Create
flash
and
photoshop
banners;
Analyze
cost -‐
benefits
for
advertising
there;
Find
appropriate
tracking
software.
Offline
material
Menu;
Business
cards;
7
days
No
dependencies
01/11/2012
Facebook
Pages
Choose
content;
Choose
tone
and
add
Logo;
Adjust
settings;
Ensure
consistency
with
Website
and
offline
materials;
Invite
new
fan
to
like
the
page
–
at
least
150;
7
days
No
dependencies
08/11/2012
Figure
2
-‐
Project
Plan
Activity
4
–
Specify
Task
Dependencies
The
dependencies
help
to
control
the
management
more
efficiently
and
are
included
in
the
table
above.
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
23
Activity
5
–
Assign
Resources
People:
there
is
a
restaurant
Manager
and
the
project
author,
who
worked
and
communicated
on
each
stage
of
the
project;
Services:
the
project
was
reviewed
regularly
to
ensure
the
best
quality
standards;
Facilities
and
equipment :
the
project
author
worked
on
his
Macbook
Supplies
and
material :
-‐-‐
Money
–
Activity
6
–
Direct
the
team
efforts
The
Project
Manager
only
was
managing
this
project
and
had
an
open
communication
channel
with
the
restaurant
manager.
The
dialogue
between
the
two
took
place
by
phone
and
personal
meetings,
where
the
following
topics
were
discussed:
• The
kind
of
logo
the
new
Bistro
needed
and
how
this
could
applied
also
for
offline
materials;
• Which
digital
marketing
instruments
were
more
appropriate
for
this
kind
of
audience,
students
and
professionals
in
the
university
area;
• The
style
of
the
website
and
which
content
it
should
have;
• The
ongoing
maintenance
of
the
digital
media
tools;
Activity
7
–
Monitor
and
control
progress
The
Gantt
chart
proposed
below
is
supposed
to
give
an
idea
of
proposed
activities
and
tasks,
deadlines
that
help
the
project
management
under
current
budget
and
deadlines.
Digital
Marketing
Development
Project
MA
DIGITAL
MARKETING
Student
ID:
UP352020
24
Activity
8
–
Assess
project
results
and
experiences
The
fact
that
the
project
is
the
author
work
and
not
the
client
request
cannot
be
overstated.
The
specifications
and
the
functional
prototype
are
a
proposition
for
the
restaurant,
they
imply
more
resources
than
are
currently
available.
The
assessment
of
the
project
results
will
be
dis cussed
in
the
paper,
however,
once
more
they
will
be
limited
as
the
prototype
is
not
implemented.
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