Digital Marketing Plan for Ravintola Super Bowl

Abstract

The current paper is a product-oriented thesis that aimed to create a digital marketing plan for a small-sized company operating in the restaurant industry. The plan is based on PR Smith’s SOSTAC® planning system and focuses on two social media platforms – Facebook and Instagram. The goal was to create an effective digital marketing strategy for the aforementioned social platforms, that would improve the commissioner’s social media per-formance and increase the engagement with the existing as well as potential customers. The key question the author poses for the thesis is the following: How to increase customer engagement using social media? The author attempts to provide a detailed answer to this question through designing the digital marketing plan for the commissioner.

Firstly, the main terms and concepts related to the thesis topic are introduced. Those are: digital marketing, customer behavior in social media and the two most effective and relevant to the thesis product digital marketing tactics – social media and content marketing. The commissioning company, its’ brief history, values and goals are also introduced in this part.

Secondly, the PR Smith’s SOSTAC® planning model is elaborated in more detail and the creation of the digital marketing plan is explained at the same time, stage by stage, in line with the planning model. The product, digital marketing plan is constructed in the form of a guidebook, and consists of two separate parts: a social media plan for Facebook and the one for Instagram. Each plan consists of six sections: situation analysis, objectives, strate-gy, tactics, actions and control. The plans are supported with visual illustrations and samples of social media posts and campaigns. The practical recommendations and tips are provided for each stage of the plan. The designing of the digital marketing plan was sup-ported by the interview with the commissioning company’s owners, the competitor and customer analyses