Digital Marketing Plan: Hashtag Burgers & Waffles, Brisbane (Report)

This report details a comprehensive digital marketing plan for Hashtag Burgers & Waffles, a Brisbane-based fast-food startup specializing in burgers and waffles with a focus on delivery services. The plan encompasses a brand narrative, customer persona development, and customer journey mapping to understand the target audience. It addresses key digital marketing challenges such as awareness, competition, and ROI, and proposes an implementation plan with objectives, tactics, and key performance indicators (KPIs) across various digital channels. The report emphasizes customer acquisition strategies, content curation, and channel-specific approaches to enhance brand visibility, engagement, and ultimately, sales conversion. It also discusses roles and responsibilities, frequency of content distribution, and monitoring and evaluation methods to ensure the plan's effectiveness and adaptability in the competitive food delivery market. The report concludes with a discussion of the budget allocation and provides references to support the strategies outlined.

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........................................................................................................14
Monitoring and Evaluation..............................................................................................15
Key Performance Indicators.......................................................................................................15
Budget.............................................................................................................................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

Recommendati
on of App on
Messaging and
Social channels
Digital Marketing Challenges
 Awareness
Awareness is usually a major problem for a small business or startup (Cohn, 2014).
This is also true for Hashtag Burgers & Waffles. Despite reporting an Audience size
of 1.2 million people between the ages of 18 to 45 on Facebook in Brisbane alone, the
brand’s accumulated posts reach only 5,700 people of whom 390 people viewed their
Facebook page and 37 ended up liking it (“Facebook,” 2020). As a result, the brand
suffers from limited Awareness from their digital marketing initiatives.
 Competition
Fast-food industry is a highly competitive industry, especially in developed countries.
Larger chain-brands such as KFC, McDonalds, Nando’s, RedRooster, HungryJacks
etc. have a large command over the market and much higher budget to dominate the
Digital Marketing space (Craig & Annison, 2015). Simultaneously, smaller local fast-
food joints also give a stiff competition, especially when it comes to online food
delivery. Milky Lane, Ze Pickle and Betties Burgers are some of the competitors of
Hashtag Burgers & Waffles. All of these three competitors have a much stronger
online presence wherein Milky Lane has a parent company with more than 100,000
likes on Facebook while Betties Burger enjoys a presence of 21,000 likes on its page.
Overall, competition is going be stiff as both smaller and larger brands are going to be
competing for the same Ad space on same digital platforms.
 Positive ROI
Another major challenge for Digital Marketing is to ultimately turn a positive ROI. In
an end-to-end digital operation, this is easy to measure by using analytical tools such
as Google Analytics (“Google Analytics,” 2020). A simple Ad can be tracked as to
where it results in an application install, a simple click and subscription or ultimately
a sale. The total amount being spent on the campaigns and advertisements when
compared with the overall sales is lower, would mean that there has been a positive

ROI. As mentioned previously, this is a challenge because multiple competitors are
competing for the limited Ad space which results in higher-spends and lower ROI.
 Right Audience
Targeting the right audience is important for a Digital Marketing campaign. This is
problem because, even though the persona defines an ideal audience profile of an
urban youth, there are a growing trend among the same people who are against junk
food (Dimitar Ganev, 2019). This becomes a problem for the business as digital
marketing initiatives targeted towards such individuals would simply result in the
initiatives being ignored.
 Clicks-but-no-conversions
Another major challenge of Digital Marketing is the problem of people clicking the
Ad but ultimately falling off the sales funnel. This is a major challenge as the click
would cost the business money, but ultimately does not result in a corresponding
positive action of any kind (Diez-Martin, Blanco-Gonzalez, & Prado-Roman, 2019).
They may exit at any point of the sales funnel thereby not making any sales at all.
These occur when the business does not the reach the right audience at the correct
time or the target audience is loosely defined or the brand does not have any
awareness beforehand.
 Creatives and Ideas
Hashtag Burgers & Waffles operate in a niche of Burgers and Waffles which in itself
is operated within the Niche of Fast-food industry. There is only a limited scope in
[terms of the number of contents, graphics, stories and narratives that can be created
for digital marketing initiatives. Therefore, it puts a steep stress on the creative and
marketing department of the company. Had this been in any other industry such as
say, a luxury fashion outlet, or a general departmental, a photography business outlet
or an electronics store there would have been endless opportunities for content
creation and idea generation.
 Customer Retention
Lastly, it’s important that customers who have been converted remain as customers
and return frequently to the business (Kannan & Li, 2017).

Implementation Plan
The entire Digital Marketing campaign will be executed for a duration of 6 months. The
analysis and learnings from this campaign shall be used to fine tune and optimize future
digital marketing campaigns.
Hourglass
Hourglass Digital
Objectives
Micro-
conversions
Macro-
conversions
Other metrics
Awareness Reach people in
Brisbane via
Social Media
Reach people
via Facebook,
Instagram and
YouTube.
People are more
aware about the
brand.
People are more
aware about the
Burgers and
Waffles sold by
Hashtag.
People are more
aware about the
delivery
method, pricing,
operating hours
and areas
served.
Cost per
impressions.
Cost per 1000
views.
Clicks on Ads.
Dwell time on
Landing pages.
Exploration Increased Page
views on
Facebook,
Instagram, and
Website.
At least 30000
Page views on
Facebook,
100000 total
views on
YouTube,
Facebook and
Instagram video
combined.
10000-page
views on the
website.
Cost per
impressions.
Cost per 1000
views.
Clicks on Ads.
Dwell time on
Landing pages.
Consideration Increased page
views on the
Delivery app
At least 30000-
page views on
all delivery apps
on both iOS and
Android stores.
Cost per click.
Number of Add
to carts.
Cart
Abandonments.

Experience Increased time
on the Store
page of the
Delivery app
Average of 1
minute spent on
the store page
of the Delivery
app by 10000
people.
Increased
Burger sales.
Increased
Waffle sales.
Conversion Orders placed
via all delivery
Apps
2000 new
orders placed
via the App
Total orders
place.
Total value of
orders.
Percentage sales
increase m-on-
m.
Loyalty Customers
repeating the
order
300 customers
repeat the order
more than
twice.
Regular
customers.
Loyal
customers
Average
number of
repeat orders.
Number of up-
sells and cross-
sells.
Top 20%
customer orders
vs 80%
customer
orders.
Advocacy Increased
signups via
referral and
shares.
200 new orders
via referral and
shares.
Customers
becoming
advocates.
Total referrals.
Themes and Angles

Theme 1: Behind the Food
This will be the very first theme for the business. This will bring out different stories and
narratives for the origin, idea and the motivation behind the entire business and the people
who run it. These stories will be told using multiple platforms.
Angle 1 - Who are the chefs?
This will bring the chef side of the story to the table. Specifically, it will talk about who are
the chef, where do they hail from, what are their specialties, what do they like working at
Hashtag burgers & waffles and if they’ve something special planning for their customers in
the near future.
This story would be told using
 Blogs
 Email Newsletters
 Short Facebook Video Post
 Instagram Video
 YouTube Video
Angle 2 - Ingredients
This Angle includes stories about the special Ingredients that make the Hashtag Burgers &
Waffles the greatest. This will highlight stories about the ingredients without revealing too
many secrets. This would show where they are sourced from with special emphasis given to
ingredients that are sourced from within or nearby Brisbane. Also, in the story it would be
highlighted as to how they are protected during transportation so that they remain fresh till it
arrives at the outlet.
 Short Facebook Video Post
 Instagram Video
 YouTube Video
Angle 3 - Recipes
This Angle would talk about the Recipes behind a few of the most popular food items at
Hashtag Burgers & Waffles the greatest. Again, this should be told without revealing too
many secrets. This should ideally be delivered by the founders in a video format with brief
glimpses of food being prepared and customers enjoying the food.
 Short Facebook Video Post

 Instagram Video
 YouTube Video
Angle 4 – Cooking
This Angle would be a video series without any voice-over. Similar, to many prominent food
preparation videos on Facebook, YouTube and Instagram it should be presented in the same
fashion which shows the entire process of food from start to end.
 Short Facebook Video Post
 Instagram Video
 YouTube Video
Angle 5 – Recipe Origins
This Angle would again be a video series prominently that presents the origins behind the
Recipes. The ideas and motivations that lead to the development of that recipe and the
resulting food item. This should be delivered by both the founders as well as the chefs in an
interview format.
 Short Facebook Video Post
 Instagram Video
 YouTube Video
Theme 2 – Building a sustainable eco-friendly Fast-food business
This theme would bring out different stories and narratives that showcases that the business
cares for the environment and strives for a sustainable and environment-friendly operation.
Angle 1 – The ingredients
This Angle would talk about sustainability and eco-friendliness of the environment based on
the kind of ingredients they use for their food. Ideally, having organically sourced and
fertilizer-free vegetables, use of free-range chickens and meat options among others would
help explain this narrative better. This should be prominently be delivered in video format
with clips of farms where the ingredients are sourced from as well as the interviews of
farmers who work there.
 Blogs
 Email Newsletters