Microsite Development Caffe Nero Report by Laura B

Laura Bradley Q12588997

Coco Nero CCA504 - Microsite Development

Laura Bradley 8th January 2016

MICROSITE REPORT

Laura Bradley Q12588997

Coco Nero

Abstract

Background

Rationale

Objectives

Target Audiences

Campaign Idea & Theme

Website Structure

Website Features

Measurement

SEO

References

Bibliography

Appendix 1 - Optimised SEO Content

MICROSITE REPORT

Laura Bradley Q12588997

Abstract Caffe Nero are currently ranking third behind Costa and Starbucks. As a brand they focus on quality, due to their Italian image they stand out from their competitors. Caffe Nero is not about fast coffee, whilst they offer that service, their philosophy is to welcome customers into a warm atmosphere, to enjoy good food and great service.

MICROSITE REPORT

Laura Bradley Q12588997

Background Caffe Nero currently ranks as one of the three largest coffee shops in the United Kingdom, falling closely behind Starbucks and Costa Coffee, The Telegraph (2015). Caffe Nero distinguishes itself from its rivals by focusing on the fact that they are an Italian Coffee Company. Their aim, in the words of founder Gerry Ford, “is to establish a brand that becomes part of people’s lives in both good and harder economic times, by providing a welcoming environment for relaxing with friends and family, working on a laptop, or simply for soaking up the atmosphere on your own,” Ford (2011).

During the past fifteen years, the popularity of coffee shops has significantly increased, families and in particular women now use coffee shops as a location for social gatherings, the fact that women now have more spending power is also a huge factor. A report by Mintel (2012) found that two thirds of consumers actually buy coffee/other hot drinks out of home, and this rises to three in four among 16-24-year-olds.

Over the years Caffe Nero have received a number of accolades for the experience they offer, being rated by Tatler (1997), as ‘The best espresso this side of Milan’ and ranking ‘best coffee quality’ by Allegra Report for eight years running Caffe Nero (2015).

Caffe Nero has the advantage of being cheapest of the three competing coffee shops on UK high streets, as well as having the largest range of food items, making it popular with young families and students.

MICROSITE REPORT

Laura Bradley Q12588997

Rationale The Coco Nero microsite will focus on increasing the knowledge and in turn sales of Caffe Nero’s Easter Hot Chocolate range. The Microsite will be temporary for the period of the campaign (between January-May 2016) and will be separate from Caffe Nero’s main website, available through a link on the CaffeNero.co.uk homepage, this means that SEO will not be negatively effected as the customers visit to the main website will be registered before they click onto the microsite link, therefore building traffic to the main site. Microsite’s create valuable inbound marketing opportunities,which will encourage the target audience to engage with Caffe Nero through an incentivised campaign linking to social media. A microsite with personality will engage the audience, working as effective brand awareness, letting them learn more about Caffe Nero’s personality, which will encourage sentiment around the brand. As the easter school holiday is a time when parents worry about keeping their children entertained, the Coco Nero campaign gives parents the opportunity to engage their children in an educational online microsite, which allows them to play a range of ever changing games, with the chance to win prizes as well as finding out more about Italy and Easter traditions. The result being that children encourage their parents to take them to visit the nearest Caffe Nero and try their choice of hot chocolate, whilst parents can sit down and enjoy their drink. Parents are happiest when their children are happy, therefore by directly targeting the children, the parents will perceive Caffe Nero as a friendly and relaxed company, and return.

MICROSITE REPORT

Laura Bradley Q12588997

Objectives • To optimise SEO in order to attract the target audience to the microsite with the intention of increasing views to CaffeNero.co.uk between January and May 2016. • Increase mentions of Caffe Nero by 40% on Twitter during the campaign period between January and May in 2016. • Increase Caffe Nero page likes on Facebook by 35% during the campaign period between January and May in 2016. • Increase the number of minutes spent on the main website CaffeNero.co.uk by 3 minutes, therefore decreasing bounce rate, between January and May 2016.

MICROSITE REPORT

Laura Bradley Q12588997

Target Audiences The target audiences for Coco Nero’s ‘Find Your Flavour’ campaign will be children and specifically parents, however it is anticipated, that a third audience of young adults will become involved in the campaign, especially due to is position in social media and the interactive microsite.

Primary Audience Jack Field, 4 Jack is Jessica’s son He goes to nursery 3 times a week in preparation for school starting in September. He loves games and playing, and is very inquisitive. He is often allowed to use his

Unknown (2013)

parents iPad to play apps like Toca Nature, where he builds environments and looks at the kinds of animals it attracts. Like most children his age he gets bored very easily, and hates going with his mum to meet her friends, as none of them have children he can play with. When he was smaller he used to get a ‘Babyccino’ (a small cup of frothy milk with chocolate sprinkles on top) but now he thinks they are for babies.

Secondary Audience Jessica Field, 29 Married, full time mother to Jack (4) and Elle (4 months). Online she is part of the MumsNet and Money Saving Expert communities, she is an avid fan of social media, a member of Facebook and Instagram, which she uses to

Getty (2015)

communicate with old friends and new mums she's

MICROSITE REPORT

Laura Bradley Q12588997

met with children of a similar age. Jessica follows mum bloggers on Instagram, such as Madelon Verdoorn and Bev Weidner, where she gets inspiration for activities and healthy foods. Being a mum to two young children, she rarely gets chance to sit down and relax, so when she gets a minute she will catch up with the news on her iPad, her guilty pleasure is the Daily Mail Online. As she is currently on maternity leave she is careful about the families spending, so is attracted to a good deal. Her buying choices are usually made with the children in mind. Twice a week she will go to the local Caffe Nero, on a Wednesday after her mother and baby class with some other new mums, whilst Jack is at nursery and on a Friday, after pilates with some ladies from the class, where her mother meets her to give her back the children.

MICROSITE REPORT

Laura Bradley Q12588997

Campaign Idea & Theme #FindYourFlavour Coco Nero will be offering three speciality authentic Italian hot chocolate flavours over the Easter period, which will be the hook for the campaign. 1. The Cioccolata Calda - an authentic, rich and creamy bittersweet hot chocolate made from cacao, finished with a dollop of cream.

2. Dolce Vite (or Sweet life)- an indulgent, smooth hot chocolate.

3. Pulcino - translating to chick, a smaller milky hot chocolate perfect for children, finished with an Easter surprise.

Each flavour has a specific personality, appealing to the target audiences. Whilst still integrating with Caffe Neroâ&#x20AC;&#x2122;s brand identity of Italian style and authenticity. Which will be integrated throughout the microsite through the games and information about traditional easter celebrations in Italy. This ensures that the microsite and easter campaign work in partnership with Caffe Nero and their values, as opposed to being a separate identity.

The theme of the microsite will be fun and lighthearted, targeting the primary audience of young children, whilst also taking the opportunity to catch the attention of parents, who may be attracted to the easter campaign, and decided to visit a branch. Children are attracted to interactive, short, non committal games, and the opportunity to win prizes attracts them even more. As Lazaris (2009) states, children are most attracted to design which stimulates the senses, has a happy mood, uses recognisable elements which are easily relatable, such as from nature and its intractable.

MICROSITE REPORT

Laura Bradley Q12588997

The theme colours of the microsite will be bright and spring like, using yellows, pinks and the iconic Caffe Nero blue. The Coco Nero logo in easter pinks and blues with the standard font will be in inbound link to the microsite from the main website.

MICROSITE REPORT

!10

Laura Bradley Q12588997

Website Structure The microsite will have six pages, broken down into the following elements: • Landing page • An Italian Easter • Pulcino’s Easter Colouring Competition • Hot chocolate range page • Games page • Social media • Find your nearest Coco Nero Research has found that mobile digital media time is now significantly higher at 51% compared to desktop (42%) Bosomworth (2015), meaning that if online media does not reach the target audience through mobile display then it is missing crucial audiences. The Coco Nero microsite will be optimised for multiple screen resolutions and devices, delivering both utility and design. The Landing Page will contain interactive links to the rest of the microsite pages, the top of the website will show the current games on offer, which will immediately attract children, and work to reduce the bounce rate to the page. According to Fawzy and Dworski (2011), a landing pages goal is data capture and promotion of a specific activity. There will be three games options available, and these will be accessible by hovering the mouse over the games. The landing page and all image alt tags will contain the relevant SEO keywords, improving the online ranking of the page on search engine results pages. As the page scrolls down links to the other pages will be pinned to the landing page wall. This will create synergy with the main site, and will give the impression of finding out more about Caffe Nero. Furthermore, by showing everything on the landing page it will encourage viewers to click onto other pages, this user behaviour of long clicks as opposed to short will improve search results. The

MICROSITE REPORT

!11

Laura Bradley Q12588997

landing page will also feature social media links at the top of the page, and an RSS feed from Twitter and Facebook. There will be an outbound link back to the Caffe Nero main site, to drive traffic and encourage visits. At the top of the page will be an icon of a chick holding a Coco-Nero sign, this link will go to a store locator.

w=i\

,*1/ /_

.,tl

:_r_B_rt

-( -

=-a<x

\,*_

\-s--s/

\ *-=-A

MICROSITE REPORT

Wireframe design for landing page.

!12

Laura Bradley Q12588997

Website Features A variety of games will appear on the microsite during the campaign, which will encourage returns to the site and engage new users throughout, they will range in difficultly, appealing to both target audiences. Prizes will range from discount codes to an easter hamper, collectable in the nearest Caffe Nero. The microsite will aim to always encourage users back into shops.

Games such as â&#x20AC;&#x2DC;Find Pulcinoâ&#x20AC;&#x2122; will show the inside of a Caffe Nero branch with interactive features. The microsite will also have a printable element, with pictures and puzzles which will keep children entertained far after they leave the computer, this also appeals to adults who worry about children spending too much time in front of a screen.

Branches around the country will have competitions running for the best easter picture with the chance to win prizes. This will encourage parents to stop at Caffe Nero as they know their children will be entertained whilst they relax. Pulcino the chick will also be hidden in store for a focal point and fun for children. In store point of sale information will attract customers to view the microsite, as well as engaging in the #FindYourFlavour and debate on social media.

In addition to the find your flavour campaign, a Caffe Nero #EasterFavourites competition will run across social media, inviting people to share their favourite thing about easter with a picture, competition winners will have the chance to win an Easter basket. This will improve engagement and generate discussion across social media platforms. These social media images will be pinned on the landing page, encouraging people to take photos of their drink and see it on the microsite. The social media page will be linkable from either picture display on the landing page, the #FindYourFlavour and #EasterFavourites will be integrated into all three of the social platforms. By uploading a photo of their drink they will not only be featured on the site but also have the chance of winning from the selection of

MICROSITE REPORT

!13

Laura Bradley Q12588997

prizes available. The hashtags will create inbound traffic to the microsite and Caffe Nero’s main website, increasing the amount of impressions on both sites.

The link directly to the right of the games on the landing page will contain a picture of an Italian family, with the title ‘An Italian Easter’, the link will show the traditional way Italian families spend easter, including the celebrations, food and drink, which are extremely important to Caffe Nero.

MICROSITE REPORT

!14

Laura Bradley Q12588997

Measurement The #FindYourFlavour social media page on the microsite will have a simple voting option, encouraging viewer to find their favourite and then vote, this survey will shows engagement in the campaign, as well as giving Caffe Nero valuable information into consumer preferences, estimating the success of the campaign offline. The voting systems will be targeted at the secondary audience, due to their activity on social media, once they see the microsite they will encourage children, the primary audience, to view the microsite. After voting the option to share the vote on social media will be offered, encouraging viewers to tweet their favourite flavour encouraging further engagement and marketing reach. These click through rates from social media pages will be able to be monitored. Over the campaign the number of followers and likes on social media will rise, this gives the opportunity for Caffe Nero to extend their reach to potential new customers, as well as reconnecting with the existing audience. Hoot suite will be used to schedule and distribute posts on social media platforms containing bit.ly inbound links to the website, this will count the amount of clicks each post gets allowing analysis to be done into which posts perform best. Google Analytics will be crucial to measurement and analysis of the microsite campaign, allowing Caffe Nero to find out in-depth information into the amount of visits, unique visits, impressions, demographics and time on the site, amongst other data. If monitored throughout the campaign, this data will enable Caffe Nero to see whether the microsite is receiving the attention expected. For example, the click pattern may show that a certain feature of the microsite is more popular than expected, as this microsite will run over a four month period, analytics give the opportunity to edit the microsite format.

MICROSITE REPORT

!15

Laura Bradley Q12588997

SEO In order to optimise SEO for the Coco Nero microsite, pages will be written for the purpose of having quality and engaging content, containing the keyword or words that have been recognised to be associated as the most identifiable within the campaign, whilst some of these make be particular to the campaign, others are more general. The domain name will be simple and easily remembered, encouraging the right visitors to directly access the site and URL’s will contain meaningful and relevant keywords to the pages topic. However, according to Demaria (2013), the keyword density of the content is less important than how relevant the context of the content is. To optimise SEO further, HTML title tags will contain the key words relevant to the pages topic, as will the meta description tags. However, care will be taken to not overuse key terms which often has an undesirable effect. Alt text for images will also be provided to give search engines a text description of the image content on the site. Meta tags are extremely important as they are the first things a viewer will see in the organic search results, therefore the meta description influences whether a viewer clicks through or not, and contain SEO terms to encourage a higher ranking. Header tags also play a large part in SEO, Carroll (2014) writes that, “headlines feed and inform the search engine algorithms and are, therefore, an important part of any search engine optimisation strategy; headlines include key words users likely will employ to find the story.” For example, for the ‘Find Your Flavour’ page the h1 tag could be ‘Will you Find Your Flavour?’ and the h2 tag could be, ‘Find your flavour at Coco Nero and vote today’. Domain name: www.CocoNero.co.uk Title tag: Find your flavour at Coco Nero today!

MICROSITE REPORT

!16

Laura Bradley Q12588997

Meta tag: Hoppy Easter from Caffe Nero, your invited to discover our limited edition authentic Italian Hot Chocolate and find your flavour! Keywords: Coco Nero Caffe Nero Easter Hot Chocolate Authentic Italian Find your flavour Limited edition Pulcino Dolce Vite Cioccolata Calda

MICROSITE REPORT

!17

Laura Bradley Q12588997

References Anon, (2013). [image] Available at: http://knittedbliss.com/wp-content/ uploads/2015/03/easy-hot-choclate.jpg [Accessed 6 Jan. 2016]. Bosomworth, D. (2015). Mobile marketing statistics 2015. [online] Smart Insights. Available at: http://www.smartinsights.com/mobile-marketing/ mobile-marketing-analytics/mobile-marketing-statistics/ [Accessed 5 Jan. 2016]. Caffe Nero, (2016). [image] Available at: http://www.caffenero.co.uk/ findnero/default.aspx?searchterm=rg224fj [Accessed 7 Jan. 2016]. Caffenero.co.uk, (2015). CaffĂ¨ Nero. [online] Available at: http:// www.caffenero.co.uk/story/Ranking.aspx [Accessed 5 Dec. 2015]. Carroll, B. (2014). Writing and editing for digital media. New York: Routledge. Cioccolata Calda. (2014). [image] Available at: http:// tarasmulticulturaltable.com/wp-content/uploads/2013/11/cioccolato-calda-2of-3.jpg [Accessed 3 Jan. 2016]. Demaria, B. (2013). 6 SEO Tips for Website Content. [online] WooRank Blog. Available at: http://blog.woorank.com/2013/01/6-seo-tips-for-websitecontent/ [Accessed 6 Jan. 2016]. epicurious, (2014). Easter Basket. [image] Available at: http:// www.epicurious.com/images/articlesguides/holidays/easter/john-and-kiraeaster-basket_612.jpg [Accessed 7 Jan. 2016]. Fawzy, L. and Dworski, L. (2011). Emerging business online. Upper Saddle River, N.J.: FT Press. Ford, G. (2011). THE INTERVIEW: I dreamt up Caffe Nero over coffee while doing my PhD notes. [online] This is Money. Available at: http:// www.thisismoney.co.uk/money/markets/article-2072588/Gerry-Ford-interview-

MICROSITE REPORT

!18

Laura Bradley Q12588997

I-dreamt-Caffe-Nero-doing-PhD-notes.html#ixzz3wMFyLKTY [Accessed 5 Jan. 2016]. Getty, (2015), Single Woman [ONLINE]. Available at: http://i1.huffpost.com/ gen/1293789/images/n-SINGLE-WOMEN-large.jpg [Accessed 16 December 15]. Lazaris, L. (2009). Designing Websites for Kids: Trends and Best Practices – Smashing Magazine. [online] Smashing Magazine. Available at: http:// www.smashingmagazine.com/2009/11/designing-websites-for-kids-trends-andbest-practices/ [Accessed 5 Jan. 2016]. MINTEL, 2012. Coffee – UK – April 2012. Mintel [viewed 5 December 2015]. Available from: http://www.mintel.com Pinterest, (2013). Cup. [image] Available at: https://s-media-cacheak0.pinimg.com/236x/d0/ac/38/d0ac3855a74bd7071c8c2c7f35a04be3.jpg [Accessed 6 Jan. 2016]. Shutterstock, (2016). Chicken Family. [image] Available at: http:// image.shutterstock.com/z/stock-vector-farm-chicken-family-rooster-henhatching-eggs-and-chicks-in-the-farm-247834606.jpg [Accessed 6 Jan. 2016].

The Telegraph, (2015). Coffee shop kings. [online] p.Single page. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/ 11486257/Coffee-shop-kings-Brits-prefer-Greggs-to-Starbucks.html [Accessed 4 Jan. 2016].

Unknown, (2013), 4 year old [ONLINE]. Available at: http:// becomehairsalon.com/wp-content/uploads/parser/4-year-old-haircuts-2.jpg [Accessed 16 December 15]. Wordpress, (2014). [image] Available at: https:// thenextbigjourneydotcom.files.wordpress.com/2014/02/hotchocolate.jpg [Accessed 6 Jan. 2016].

MICROSITE REPORT

!19

Laura Bradley Q12588997

Bibliography Beal, A. and Strauss, J. (2008). Radically transparent. Indianapolis, Ind.: Wiley. Brown, R (2009) PublicÂ relationsÂ and the social web : how to use social media and web 2.0 in communications. Kogan Page. Carroll, B. (2014). Writing and editing for digital media. New York: Routledge. England, Elaine, (1996) Managing Multimedia, Harlow: Addison-Wesley. Fawzy, L. and Dworski, L. (2011). Emerging business online. Upper Saddle River, N.J: FT Press. Quinn, S., 2001. Digital sub-editing and design. Oxford: Focal Press.

MICROSITE REPORT

!20

Laura Bradley Q12588997

Appendix 1 - Optimised SEO Content Pulcino’s Hot Chocolate Hunt Help Pulcino make his favourite Hot Chocolate! Pulcino has dropped his chocolate all around the village, and he can't make his hot chocolate until he collects it all, help Pulcino to find it all before it melts. Help him decorate it and you can win one of Pulcino’s Hot Chocolate’s at your nearest Coco Nero this Easter If you spot the golden egg make sure Pulcino puts it in his basket to win an Easter prize!

Shutterstock (2016)

MICROSITE REPORT

!21

Laura Bradley Q12588997

Find Your Flavour at Coco Nero

Cioccolata Calda (2014)

Wordpress (2014)

Anon (2013)

<img src=“Cioccolata.Calda.jpg” alt=“Cioccolata Calda" /> <img src=“Dolce.Vite.jpg” alt=“Dolce Vite" /> <img src=“Pulcino.jpg" alt=“Pulcino" /> Have you tried Coco Nero’s Hot Chocolate range? The Cioccolata Calda - an authentic Italian Hot Chocolate, rich and bittersweet made from cacao, finished with a dollop of cream, just like mama used to make it!

Dolce Vite- Dolce Vite translates to the sweet life, an indulgent, smooth hot chocolate, served with cream and marshmallows, because you deserve it!

Pulcino - named after our easter mascot, Pulcino translates to chick. This smaller milky hot chocolate is perfect for children, finished with an Easter surprise!

Vote now for your favourite drink and enter our competition to win 6 months of free Caffe Nero drinks!

Make sure you send a picture and tell us about your favourite drink online with #FindYourFlavour and feature on our website. Limit one (1) entry per person, See full rules and regulations. Help us spread the word by sharing and tweeting your friends! MICROSITE REPORT

!22

Laura Bradley Q12588997

Pulcino’s Easter Colouring Competition at Coco Nero!

Pulcino invites you to Find Your Favourite Hot Chocolate!

Design your own Hot Chocolate and write its ingredients in the space, then take yours into your nearest Coco Nero for the chance to win a hamper of tasty Easter treats!

Pinterest (2013)

Click here to print your Hot Chocolate and help Pulcino find tasty new flavours!

MICROSITE REPORT

!23

Laura Bradley Q12588997

#EasterFavourites At Coco Nero we love everything about Easter from all the cute baby animals to the Chocolate gifts we receive! We want to know what you love most about Easter, upload your #EasterFavourites with an explanation of why! Enter for the chance to win a luxury Easter basket full of delicious chocolate! Limit one (1) entry per person, See full rules and regulations. Help us spread the word by sharing and tweeting your friends!

epicurious (2014)

MICROSITE REPORT

!24

Laura Bradley Q12588997

Find Pulcino at Coco Nero today Simply type in your postcode or use your location settings to locate your nearest Coco Nero!

Caffe Nero (2016)

MICROSITE REPORT

!25