Oxford Brookes Business School - Digital Marketing Plan for Deliveroo
Added on 2024-05-08
19 Pages3424 Words75 Views
MARK 5010
Digital Marketing Plan
Semester 2 2023-24
Student Number 19208457
Oxford Brookes Business School
Digital Marketing Plan
Semester 2 2023-24
Student Number 19208457
Oxford Brookes Business School
Oxford Brookes Business School 2
Contents
Contents..........................................................................................................................2
Executive Summary...................................................................................................... 3
Introduction ................................................................................................................... 4
Goals and Strategy ....................................................................................................... 5
Reaching the Audience ................................................................................................ 8
Prompting interactions, subscribers lead ................................................................... 10
Converting leads to fans............................................................................................. 12
engaging with fans...................................................................................................... 13
Implementing and measuring performance ............................................................... 15
References.................................................................................................................. 17
APPENDICES............................................................................................................. 19
Contents
Contents..........................................................................................................................2
Executive Summary...................................................................................................... 3
Introduction ................................................................................................................... 4
Goals and Strategy ....................................................................................................... 5
Reaching the Audience ................................................................................................ 8
Prompting interactions, subscribers lead ................................................................... 10
Converting leads to fans............................................................................................. 12
engaging with fans...................................................................................................... 13
Implementing and measuring performance ............................................................... 15
References.................................................................................................................. 17
APPENDICES............................................................................................................. 19
Oxford Brookes Business School 3
EXECUTIVE SUMMARY
This marketing plan provides an overview of Deliveroo's digital marketing activities for
the next 12 months. Key objectives include increasing Gen Z followers on TikTok by
20%, boosting app downloads by 15%, and growing Deliveroo Plus memberships by
10%. Strategies entail launching interactive content, social media campaigns, and
referral incentives. Measurement focuses on Gen Z follower growth, app downloads,
membership sign-ups, and referral code redemptions. Additionally, the plan aims to
increase first purchases by 10% and new Deliveroo Plus memberships by 10%; key
performance indicators such as TikTok follower growth rate, app download growth
rate, first purchase conversion rate, and Deliveroo Plus membership growth rate will
be monitored to track progress. Cost per Click (CPC) will also be used to assess the
effectiveness of advertising efforts. By aligning strategies with the RACE model and
focusing on customer engagement, Deliveroo aims to achieve its growth objectives
within the specified timeframes.
EXECUTIVE SUMMARY
This marketing plan provides an overview of Deliveroo's digital marketing activities for
the next 12 months. Key objectives include increasing Gen Z followers on TikTok by
20%, boosting app downloads by 15%, and growing Deliveroo Plus memberships by
10%. Strategies entail launching interactive content, social media campaigns, and
referral incentives. Measurement focuses on Gen Z follower growth, app downloads,
membership sign-ups, and referral code redemptions. Additionally, the plan aims to
increase first purchases by 10% and new Deliveroo Plus memberships by 10%; key
performance indicators such as TikTok follower growth rate, app download growth
rate, first purchase conversion rate, and Deliveroo Plus membership growth rate will
be monitored to track progress. Cost per Click (CPC) will also be used to assess the
effectiveness of advertising efforts. By aligning strategies with the RACE model and
focusing on customer engagement, Deliveroo aims to achieve its growth objectives
within the specified timeframes.
Oxford Brookes Business School 4
INTRODUCTION
Deliveroo is a British online food delivery company founded by Will Shu and Greg
Orlowski in 2013 in London, England. Today, Deliveroo operates a hyperlocal three-
sided marketplace, connecting local consumers, restaurants and grocers (Deliveroo,
n.d.). The company partners with local restaurants to deliver restaurant-quality meals
straight to customers' doors. The company's user-friendly app allows customers to
browse menus, place orders, and track their deliveries in real-time.
This digital marketing plan aims to strengthen the brand's position in the marketplace,
mainly focusing on the Generation Z demographic in the UK. The plan will detail
targeted marketing strategies, brand messages, suitable promotional tools, and ethical
considerations to achieve growth objectives within a one-year timescale. The aim is to
enhance the Deliveroo brand experience for Generation Z customers, thereby
boosting membership and conversion rates.
INTRODUCTION
Deliveroo is a British online food delivery company founded by Will Shu and Greg
Orlowski in 2013 in London, England. Today, Deliveroo operates a hyperlocal three-
sided marketplace, connecting local consumers, restaurants and grocers (Deliveroo,
n.d.). The company partners with local restaurants to deliver restaurant-quality meals
straight to customers' doors. The company's user-friendly app allows customers to
browse menus, place orders, and track their deliveries in real-time.
This digital marketing plan aims to strengthen the brand's position in the marketplace,
mainly focusing on the Generation Z demographic in the UK. The plan will detail
targeted marketing strategies, brand messages, suitable promotional tools, and ethical
considerations to achieve growth objectives within a one-year timescale. The aim is to
enhance the Deliveroo brand experience for Generation Z customers, thereby
boosting membership and conversion rates.
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