Launching a Social Media Presence via a Digital Marketing Plan : Case: Odessa Comptoir

Abstract

Social media as a digital communications and marketing tool for new businesses is a cost-effective and useful way to reach audiences. Professional social media pages can be used as a form of direct communication with the customer, a visual representation of the com-pany and can serve as advertising channels.

This is a project based thesis for a new restaurant, Odessa Comptoir. The objective is to launch a social media presence for the company via a digital marketing plan. To do so suc-cessfully, the thesis included important elements from developing a brand and visual identi-ty based on the company’s core values, to situational and environmental analysis as well as creating the actual digital marketing plan itself. The social media campaign is launched dur-ing the project and the results are measured.

This project was implemented in the spring of 2017 in Lyon, France, where the restaurant is located. The campaign was launched in French and for the purpose of this thesis has been analysed in English. Odessa Comptoir has a strong identity and the social media pages reflect that. The Facebook and Instagram pages, as a result of this project are launched and have gained a modest following. The digital marketing plan will serve as a template for future campaigns as the company grows in notoriety.