Digital Marketing Plan for Healthinki
Harkai, Orsolya (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705188933
https://urn.fi/URN:NBN:fi:amk-201705188933
Tiivistelmä
This paper is a product oriented thesis that introduces digital marketing to a small-sized hospitality business. The commissioning company is a lifestyle café in the center of Helsinki that serves nutritious, healthy food and beverages. The concept is considered very special, since the owner of the café is a holistic health coach.
The study consists of two main parts: the theoretical framework and the product itself. The first part explains the importance and relevancy of digital marketing in 2017, and the SOSTAC® model that is used to create the digital marketing plan. It also includes the project’s base definitions, such as social media marketing, content marketing, marketing automation, website optimization, small and medium-sized enterprises and brand awareness. Furthermore, it describes the planning and evaluation of the project, and the process of the complete thesis.
The second part is the digital marketing plan that puts the main focus on website optimization, Instagram marketing and Facebook marketing. All three points are designed based on PR Smith’s SOSTAC® model what is considered to be an extremely efficient way to plan digital marketing campaigns. All three focus points are analyzed with external online tools to measure their current performance. Furthermore, competitors both on a local and global scale are analyzed to get a clear idea of where the commissioning company stands at. The strategy is designed specifically for the commissioning company, and it is summarized in a visual way, in the form of an informative infographic.
The methodology was mainly desktop research and a qualitative interview with the owner of the commissioning company. The project was executed within ten full weeks in the spring of 2017. During the project, the author participated in a special Digital Marketing Thesis Focus Group along with three other students and the leading digital marketing lecturer of Haaga-Helia University of Applied Sciences.
The study consists of two main parts: the theoretical framework and the product itself. The first part explains the importance and relevancy of digital marketing in 2017, and the SOSTAC® model that is used to create the digital marketing plan. It also includes the project’s base definitions, such as social media marketing, content marketing, marketing automation, website optimization, small and medium-sized enterprises and brand awareness. Furthermore, it describes the planning and evaluation of the project, and the process of the complete thesis.
The second part is the digital marketing plan that puts the main focus on website optimization, Instagram marketing and Facebook marketing. All three points are designed based on PR Smith’s SOSTAC® model what is considered to be an extremely efficient way to plan digital marketing campaigns. All three focus points are analyzed with external online tools to measure their current performance. Furthermore, competitors both on a local and global scale are analyzed to get a clear idea of where the commissioning company stands at. The strategy is designed specifically for the commissioning company, and it is summarized in a visual way, in the form of an informative infographic.
The methodology was mainly desktop research and a qualitative interview with the owner of the commissioning company. The project was executed within ten full weeks in the spring of 2017. During the project, the author participated in a special Digital Marketing Thesis Focus Group along with three other students and the leading digital marketing lecturer of Haaga-Helia University of Applied Sciences.