Social Media Marketing Plan for restaurant Ciao! Pizza & Burgers
Benedetti, Elisa (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052013519
https://urn.fi/URN:NBN:fi:amk-2024052013519
Tiivistelmä
The competitive landscape of the restaurant industry, characterized by narrow profit margins, necessitates a well-defined marketing strategy and, consequently, plan. Particularly in the aftermath of the COVID-19 pandemic, restaurants have pivoted their focus towards strengthening their online presence to navigate challenging economic circumstances. With the ubiquitous use of mobile phones and social media platforms, harnessing the power of social media has become imperative for restaurants seeking to thrive in this digital age.
This product-based thesis was commissioned by the restaurant Ciao! Pizza and Burger, located in Pohjois-Haaga, Helsinki. The primary objective of this thesis is to develop a comprehensive short-term social media marketing plan. The aim is to enhance the restaurant's online brand visibility and attract new customers within a condensed timeline of four weeks.
The thesis is structured into two main components: the theoretical framework and the final product – the social media marketing plan. The theoretical framework delves into the significance of social media marketing in the restaurant industry, elucidating the distinction between paid and organic advertising. It also highlights the key social media platforms pertinent to restaurants, namely Facebook, Instagram, TikTok, and WhatsApp. Additionally, it explores the details of social media planning, encompassing customer understanding, buyer personas, and content creation strategies. The second component of this thesis, the resulting social media marketing plan, integrates insights from competitor analysis, semi-structured customer interviews, an interview with the restaurant owner, and on-site observations. These methods provide a deeper understanding of the business model and customer base, informing targeted strategies within the plan. The social media marketing plan contains content strategies for the restaurant’s Facebook, Instagram, TikTok and a content calendar of four weeks.
The thesis planning process commenced in October 2023, with the writing phase concluding in May 2024. The primary takeaway from this research underscores the importance of having a marketing strategy and creating a plan for effective marketing on social media. Additionally, it emphasizes the significance of cultivating engaging content focused on storytelling, behind-the-scenes insights, and user-generated content to foster trust and connection with the audience. Moreover, the author discovered that developing a streamlined content creation process is vital for small restaurants with limited resources.
The party commissioning the plan appreciated the strategic insights and practical recommendations, recognizing their potential to enhance their online presence and prompt business growth.
This product-based thesis was commissioned by the restaurant Ciao! Pizza and Burger, located in Pohjois-Haaga, Helsinki. The primary objective of this thesis is to develop a comprehensive short-term social media marketing plan. The aim is to enhance the restaurant's online brand visibility and attract new customers within a condensed timeline of four weeks.
The thesis is structured into two main components: the theoretical framework and the final product – the social media marketing plan. The theoretical framework delves into the significance of social media marketing in the restaurant industry, elucidating the distinction between paid and organic advertising. It also highlights the key social media platforms pertinent to restaurants, namely Facebook, Instagram, TikTok, and WhatsApp. Additionally, it explores the details of social media planning, encompassing customer understanding, buyer personas, and content creation strategies. The second component of this thesis, the resulting social media marketing plan, integrates insights from competitor analysis, semi-structured customer interviews, an interview with the restaurant owner, and on-site observations. These methods provide a deeper understanding of the business model and customer base, informing targeted strategies within the plan. The social media marketing plan contains content strategies for the restaurant’s Facebook, Instagram, TikTok and a content calendar of four weeks.
The thesis planning process commenced in October 2023, with the writing phase concluding in May 2024. The primary takeaway from this research underscores the importance of having a marketing strategy and creating a plan for effective marketing on social media. Additionally, it emphasizes the significance of cultivating engaging content focused on storytelling, behind-the-scenes insights, and user-generated content to foster trust and connection with the audience. Moreover, the author discovered that developing a streamlined content creation process is vital for small restaurants with limited resources.
The party commissioning the plan appreciated the strategic insights and practical recommendations, recognizing their potential to enhance their online presence and prompt business growth.