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TABLE OF CONTENTS 01
03
BUSINESS OVERVIEW A little about Ettore’s and who we seek to serve. Slides 4-6
COMPETITIVE ANALYSIS What we’re up against. Slide 9
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04
LOYALTY PROGRAM The loyalty plan overview. Slides 7-8
DIGITAL CHANNEL FUNNEL How our channels match our goals. Slide 10
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TABLE OF CONTENTS 05
07
09
KPI’s What we’re measuring. Slide 11
KEYWORDS What we’re targeting. Slide 21
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CONTENT SAMPLES What it will look like. Slides 12-20
CONCLUSION Summing it up. Slide 22
LANDING PAGE Here you could describe the topic of the section Slide 23 3
BUSINESS OVERVIEW -
Ettore’s European Bakery and Café is a business to consumer model based in the greater Sacramento area.
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Founded by award winning Swiss Pastry Chef, Ettore Ravazzolo in 1985
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Produces European style cakes and desserts with “American flare”
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Quality products at competitive prices
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Warm and friendly atmosphere where all are welcome
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CUSTOMER PERSONA 1 ●
Sarah Thompson
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37 Year-Old Mom
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College Graduate, but now a stay-at-home Mom in the local Sierra Oaks area close to Ettore’s
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Two school age children
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Exercises regularly and quality food is important
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Family planner and likes to host dinners and parties
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Traditions are important to Sarah, her wedding cake was with Ettore’s and all her children’s birthday cakes
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She can’t imagine going somewhere else, but Ettore’s for her family’s cakes and holiday bakes items.
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CUSTOMER PERSONA 2 ●
Olga Ivanov
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28 Year Old Female
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Moved to Sacramento from Russia five years ago with her family.
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Currently lives in Antelope about 20 minutes from the bakery where there is a large Russian population.
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Enjoys going out with large circle of family and church friends to places that remind her of home in Russia.
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Appreciates the expansive seating and late night hours other bakery and cafes do not offer.
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Likes to eat later in the evening. Ettore’s offers dining later in the night and she and her party can stay for hours and be comfortable. 6
HOW ETTORE’S COMPARES Ettore’s
Rick’s Dessert Diner
Estelle’s Patisserie
Freeport Bakery
Great website
More modern
Good marketing
Cupcakes
Great products
Solely cakes
Tea service
Great price point
Marketing isn't great (ex. website images)
Full menu
Unicorn cakes/ catering toward younger demographic
Few cakes
Not great website
Not modern/ catering to older demographic Beer & wine license
Various size cakes
Cake by the slice Roughly $50 cake
Similar price range
$35 average cake
Not great cake presentation
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LOYALTY PROGRAM Introducing our new and improved loyalty rewards program! For every $1 you spend, get 5 points toward unlocking the next membership tier. The higher the tier, the more the rewards!
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TIER STRUCTURE
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DIGITAL CHANNEL FUNNEL Display, Search Display, Search E-mail, Search, Social E-mail, Social Display, Social, E-mail
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OBJECTIVES Primary 1) Get 25 customers to achieve Platinum Tier during the first month of campaign. KPI: tier memberships 2) Generate 1K sign ups for our Loyalty Rewards Program in Q3 KPI: total program sign ups
Secondary 3) Triple Threat: Achieve 500 Check ins on Yelp, Facebook, & Tags in places on Instagram for a total of 1500 in Q4 KPI: total engagements 4) Increasing Café sales by 12% in Q4 via loyalty reward users KPI: total sales 11
CONTENT SAMPLES Display
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Display - Goal, Location, and Language
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Display - Audience and Demographics
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Display - Content Exclusions
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CONTENT SAMPLES Search
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Search - Goals and Audience
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Search - Keywords, Location, and Network
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CONTENT SAMPLES Instagram
Ettore’s
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CONTENT SAMPLES E-mail
Ettores <ettores@gmail.com>
Congratulations, you have Baker-E club points to redeem at Ettore’s! Come in today, and treat yourself to a mouthwatering cake, fresh cookie, warm pie, juicy burger, refreshing pop, or any other options from our menu. View the chart below to see all of your options. Sign into your Baker-E account today to view your points, and visit www.ettores.com to view our menu. We can’t wait to see you in our store!
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KEYWORDS Cakes
Pastries/ Cookies
Wedding Cakes in Sacramento
Chewy Chocolate cookies
Bakery in Sacramento
Fruit tart pastry
European Bakery Near me
Croissants
+Cake Shop
Euro Cookies Tray
Gourmet Lunch Boxes
Catering Cookie Trays
Baker-E Rewards, Giveaways
+Cookies, +Pies Dessert
Free Treat on your Birthday
Chocolate Mousse Cake European Cake/ Napoleon Cake Who makes cakes near me?
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Who sells best pastries near me?
Other
Ettore’s Express Catering
Catering Platter +Breakfast, +Lunch, +Dinner
Sacramento’s Best Baked
Goods
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LANDING PAGE
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CONCLUSION -
The Baker-E Club loyalty program is “baking” the world a better place!
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Focused on re-engaging current customer base while increasing cafe sales through tiered discounts.
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Closely tracked KPIs maximize campaign potential.
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Varied digital channel mix ensures touchpoints with high-quality leads through multiple avenues.
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Keywords are “sprinkled” throughout to target those looking for what we offer.
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Visually stunning landing page with enticing CTA’s and high-quality imagery is the cherry on top! 23
THANK YOU Kristen Lopez
Richard Limon
Will Awtry
Jeff Naslund
Erica Freedland
Meggan Rush
Daniela Karkare CREDITS: This presentation template was created by Slidesgo, including icons Flaticon, and infographics & images by CREDITS: Thisby presentation template was created by Slidesgo, Freepik including icons by Flaticon, and infographics & images by Freepik
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