Digital Marketing Plan for Hashtag Burgers And Waffles

Microsoft Office User
[COMPANY NAME] [Company address]
DIGITAL MARKETING
PLAN FOR HASHTAG
BURGERS & WAFFLES,
BRISBANE

Table of Contents
Executive Summary...................................................................1
Introduction.............................................................................2
Brand narrative........................................................................3
Persona.................................................................................... 3
Customer-Journey Mapping........................................................4
Digital Marketing Challenges.....................................................5
Implementation Plan.................................................................7
Themes and Angles.........................................................................7
Theme 1: Behind the Food......................................................................................... 8
Theme 2 – Building a sustainable eco-friendly Fast-food business.............................9
Theme 3 – Know Your Hashtaggers..........................................................................11
Roles and Responsibilities.............................................................13
Frequency and distribution............................................................14Monitoring and Evaluation.......................................................15
Key Performance Indicators...........................................................15Budget...................................................................................15
Conclusion.............................................................................. 16
References
..................................................................................16

Executive Summary
Hashtag Burgers & Waffles is a retail startup based in Brisbane specializing in Fast-food. It
caters to the hyper-local area in Brisbane. It only caters to the food delivery market and do
not have dine-in options. The restaurant has tied up with food-delivery aggregators such as
Uber Eats, Menulog, Deliveroo and Hey You. This means that, people in the area can order
their choice of Food using the aforementioned delivery aggregator’s Mobile app. This report
discusses the digital marketing approach implemented for Hashtag Burgers & Waffles. The
first section starts with the creation of the persona accompanied by Digital Marketing
challenges.
The next part of the report discusses a brief yet succinct digital marketing plan. The digital
marketing plan includes a journey app and a content curation plan that would be used for
Hashtag Burgers & Waffles to market it digitally. It includes objectives, tactics, goals and
key performance indicators that would help achieve the conversion for the given persona
(Dion & Arnould, 2015). This also includes individual channels that would be used for
implementing the digital marketing strategy. The final section reflects on the techniques
currently used from the plan, which examines results and also some of the measures to draw
conclusions.
Hashtag Burgers & Waffles operates among one of the most competitive market in the world
which is food delivery business and therefore its functioning is driven by their customers.
Therefore, this digital marketing plan focuses on customer acquisition. Theoretical concepts
as well as insights are also used in this report which draws from credible sources and it helps
strengthen this report while providing a critical structure. The report also takes in cues and
hints from the relevant industry in which the business operates in.

Introduction
Digital marketing is characterized as sales and promotion of a specific company's products,
facilities and services, with the help of the digital platform. These digital platforms include
the web 2.0, online advertising, SEO or search engine optimization, marketing
via influencers, social networks and hyper-local medium etc. The planning part of the Digital
Marketing corresponds to a creative and innovative campaign management mode engaged by
various business entities to fuel overall business development. Hashtag Burgers & Waffles
belongs to an increasingly competitive and chaotic consumer goods market, but as a
consequence of his marketing plan, has evolved to include social networking sites, they
would continue to achieve tremendous success (Smith, 2012). Nowadays, though, a major
chunk of the purchases is made aware by the digital experiences that buyers get with a certain
business, so marketing departments do not need to worry about augmenting the shop floor
success or constructing charming window displays which always turn heads in retail outlets
(2017). To excel in achieving a greater market share in a very competitive market, Digital
platforms can be used just as well as and can prove to be as effective (Jones, 2014). However,
an important point to note here is that Digital Marketing plan is most effective when it’s
combined with other forms of Marketing such as traditional or physical marketing. Such
plans are however part of a larger marketing strategy covering advertising, brand campaigns,
facilities and product details (Faisal, 2016). Nonetheless, the below detailed Digital
Marketing Plan would still help the business promote themselves to the right audience even if
the plan is carried out in isolation and independent of the business’s overall marketing
campaign.
Brand narrative
Hashtag Burgers & Waffles is known for its culinary delights that appeal to the urban youth.
The business deals in the niche of burgers and waffles that are part of the fast-food industry
with a unique combination of good profit margin and high volume (Shahid & Nabi Khan,
2016). Being a delivery-only business, they are not limited by the seating capacity of the
restaurant and can deliver to the city at large (Jafari Momtaz, Alizadeh, & Sharif Vaghefi,
2013). They focus on convenience and customer service besides the quality of food itself.
They also are socially active and make use of bio-degradable food packaging, donate 1$ to

charity on each burgers sold as well as has a strong focus on good waste management
practices.
Persona
Although a consumer journey map is designed to classify the consumer journey from a
consumer point of view, a sales funnel is developed from a marketing perspective to define
measures taken by a user toward a more desired outcome (Lee, 2015). Furthermore, the two
have been merged to provide such a comprehensive view of the optimized digital
omnichannel marketing plan.
1. Jeffrey
- Demographics:
o Age: 23
o Gender: male
o Marital status: with significant other
o Children: none
o Education: MBA
o Job type: works for a big Marketing company
- Geographic:
o Lives in Teneriffe, Queensland with his girlfriend
o It is a hip area to live in
o Likes to go out, ordering food and also grab some one the way home after
work because he has not much time to took due to his busy work schedule
- Psychographics:
o His goal is it to make a good career and he is aiming for a Ph.D.
o Values time management
o Dreams of being his own Boss
o His pain-points are when he spends too much time on cooking
o In his free time, he likes to go for a run
- Behaviours:
o Likes to spend money on good food
o Spends a lot of time on social media, especially Facebook and Instagram

o Supports charities
o Checks his mails on a daily basis
Customer-Journey Mapping
Phase Awareness Discovery Ordering Consuming Advocacy
No
Breakfast/Lunch/
Dinner
Hunger /
Cravings
Social Event
Searches
for
Delivery
App
Searches
for Food
Browses
Menu
Looks up
options
Looks up
delivery
schedule
Looks up
pricing and
packaging
Looks for
discrete
delivery
services /
customizable
Food
quality /
Taste / is
served
Hot / Warm
/ Cold
Complaints
Returns
Reviews App
Rates delivery /
Food
Clicks Food
Photo
Shares Photo
Recommends
Apps
Touchpoin
ts
App-Store
Search Engine
lookup
Social Media Ads
Newsletter
App Store
Landing
Page
In-App
Landing
Page
Form
Form
Login /
Registration
Entire
Checkout
Process
Payment
Thank You
Page
Tracking
Section
Delivery
Confirmati
on
Notificatio
n
App-Store
Rating
App-store
reviews
App reviews
on Social
Media
Photo-click
and share on
Social Apps