A DIGITAL MARKETING PLAN
Presented to The Faculty of The University of the Philippines Open University
In Partial Fulfillment of the Requirements for the program
DIGITAL MARKETING FOR ENTREPRENEURS
By
DR. CARMENCITA R. BRIONES 17 November 2024 to Professor Ramon Manuel Nisperos
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Confidentiality
Information,dataandimagesinthisDigitalMarketingPlanarestrictlyconfidentialand are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior written consent of this researcher. This Digital Marketing Plan has been written and crafted solely for the purpose of fulfilling the educational requirement of the University of the Philippines Open University Continuing Education Program tocompletethe certificate course “Digital Marketing for Entrepreneurs (DMfE)”. Anyerrorscommittedinthewritingofthispaperisthesole responsibility of the researcher and author, Dr. Carmencita R. Briones.
Disclaimer
Theinformationprovidedinthisdocumentdoesnot,andisnotintendedto,constitute, business advice; instead, all information, content and materials available in this document are for general informational purposes only. Information in this document may not constitute the most up-to-date business or other information. This document contains references to website links. Such links are only for the convenience of the reader,userorbrowser;thisresearcherdoesnotrecommendorendorsethecontents of the website links to third-party sites.
This document may contain certain forward-looking statements regarding future operating results and plans involving risks and uncertainties. We use words such as "expects", "anticipates", "believes", and "estimates", the negative of these terms and similar expressions to identify forward-looking statements. Such forward-looking statementsinvolveknownandunknownrisks,uncertaintiesandotherfactorsthatmay causethe Company'sactualresults,performanceor achievementsto differ materially from any future results, performance or achievements expressed or implied by those projected in the forward-looking statements for any reason.
Lastly, the researcher does not personally know or is related to the owner of Brooki BakehousewhichisthesubjectofthisDigitalMarketingPlan.ThechoicetouseBrooki
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Bakehouse as the topic for this Digital Marketing Plan is solely that of the researcher based on her personal admiration for the owner for her commitment and passion for her business and craft. These perceptions are based solely on videos and websites pertaining to Brooki Bakehouse whichare on YouTube,Instagram, TikTok, Facebook and the Brooki website. Any errors or misinterpretations in this document are purely the responsibility of the researcher and are not meant to harm the business owner. For this the researcher sends her personal apologies in advance for any inconvenience caused.
About the Digital Marketer
This Digital Marketer is currently an educator at a State University in Manila City. She finished her Doctor of BusinessAdministration in September 2023 with special focus onmarketingandcustomerservicehavingworkedinthisindustryformorethantwenty years. The aim of the researcher in enrolling in this program is to be educated in the latest technological advances especially as it relates to Digital Marketing, Brand Marketing and Electronic Commerce considering these are subjects that she is currently teaching. At the same time, because the long exposure and experience in both marketing and customer service, this researcher is very much interested in new techniques and new processes used in both areas.
Basedontheextensiveresearchmadeaboutthisbusiness,thisresearcherwouldlike to initially propose the following recommendations for Brooki Bakehouse. The market insight listed below was determined only from Brooki’s digital presence for her business.
1. Leverage digital marketing to target Brisbane's younger population through social media and e-commerce platforms.
2. Expand online offerings with exclusive items and subscription-based deliveries.
3. Strengthen supplierpartnerships to ensure a steady supply of premium-quality ingredients.
4. Diversify product range to include healthier options and allergen-friendly treats.
5. Focus on sustainability by adopting eco-friendly practices and packaging to attract environmentally conscious consumers.
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1. Business Summary
1.1.The Company
The name of the company is Brooki Bakehouse and it was founded in 2022. Although, there is no mention anywhere on the owner’s social media accounts, it is believed that this business was established to address the effects of the pandemic considering that in 2022, the world was mostly in lockdown trying to recover fromthe global medicaldisaster.Theestablishmentis runby anindividual named Brooke Bellamy. In most of her Social Media accounts, she advertises herself as a baker but in herofficial Facebook account, she describes herself as a Digital Creator.Also, as recently as a few weeks ago, she now includes author as one of her titles since she launched her own cookbook entitled Bake with Brooki.
The Brooki Bakehouse is a cake and (mainly) pastry shop selling mostly cookies, macaronsandspeciallyicedcakes(madetoordericingdesignedcakes).Together with baked products, her shop also sells merchandise items like oven mitts, hat, keychain, sweater with hoodie, coffee mugs and cookies in metallic cookie tubes. Today, she also sells her cookbook through her online platforms as well as on her website. The Brooki Bakehouse has differentiated itself by selling their baked products online and delivering within a tight turnaround timeframe. They deliver door-to-door daily. Their claim to fame is that the bakehouse can deliver freshly baked products as gift items for family, friends and colleagues. Delivery can be made all overAustraliaand to selected countries overseas.
The Brooki Bakehouse has two locations mainly in Brisbane.Their locations are:
Fortitude Valley 15 Marshall Street, Fortitude Valley Queensland 4006
Tuesday 8:00am-2:00pm
Wednesday-Friday 8:00am-5:00pm Saturdays/Sundays 8:00am-2:00pm
BrisbaneAirport
Gate 25, DomesticAirport 7 days, 6:00am-5:00pm
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2. The Challenge
2.1.Problem
Fromthe fewwebsitesthatone canaccessabout BrookiBakehouse,itisclear that the main challenge for this business is how to increase customer base by increasingawareness.Atpresent,thebusinessisutilizingonlyYouTube,TikTok, Instagram and Facebook as main avenues for communication. The business has a website but it needs major improvements in terms of expressing and displaying the true personality of the business and the products it can offer.
2.2.Opportunity
TheAustraliabakery&cereals marketsizewas valued at$9.05billion in2021. ThemarketisprojectedtogrowataCAGRofmorethan2%duringtheforecast period. The cakes, pastries & sweet pies category is forecast to register the fastest value growth and energy bars the fastest volume growth during 20212026. Flexible packaging is the most used pack material in the country.
The Australia bakery & cereals market research report provides insights on high-growthmarketstotarget,trendsintheusageofpackagingmaterials,types and closures categorylevel distribution data, and companies market shares.
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Brooki Bakehouse is located in Brisbane, Brisbane is the capital and largest cityofthestateofQueenslandandthethird-mostpopulouscityinAustraliaand Oceania, withapopulationover2.7million. Brisbaneliesatthecentre ofSouth East Queensland, an urban agglomeration with a population of approximately 4 million which includes several other regional centres and cities. The central business district is situated within a peninsula of the Brisbane River about 15 km (9 mi) from its mouth at Moreton Bay. Brisbane is located in the hilly floodplain of the Brisbane River Valley between Moreton Island and the Taylor and D'Aguilar mountain ranges. It sprawls across several local government areas, most centrally the City of Brisbane. The demonym of Brisbane is Brisbanite.
Brisbane is a global centre for research and innovation and is a transportation hub, being served by large rail, bus and ferry networks, as well as Brisbane Airport and the Port of Brisbane,Australia's third-busiest airport and seaport.
Adiverse city with over 36% of its metropolitan population being foreign-born, Brisbaneisfrequentlyrankedhighlyinlistsofthemostliveablecities.Brisbane has hosted major events including the 1982 Commonwealth Games, World Expo 88, the 2001 Goodwill Games, the 2014 G20 summit, and will host the 2032 Summer Olympics and Paralympics.[22]
The bakery industry in Brisbane, Australia is part of a larger industry that is growingandchanging: thebakeryindustryisgrowingduetoconsumerdemand for more artisanal breads and pastries, healthy and organic baked goods, and online ordering and delivery.
The industry is facing increased competition from major supermarket chains that are expanding into the fresh food market. Consumers are also spending more on high-quality fresh bread and baked goods, and are favoring unpackaged breads like sourdough, ciabatta, brioche, and baguettes. Rising
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health consciousness has led to increased demand for wholemeal, seeded, gluten-free, and paleo breads
Figure 1: Map of Brisbane Regions and Brisbane City,Australia
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3. MarketAnalysis
For the Market Analysis, the 5C analysis is used as a marketing framework. This tool helpsbusinessesunderstandtheirenvironmentandmakeinformeddecisions. The5C analysis is based on five elements:
Company: The brand's reputation, goals, vision, and mission statement
Customers: The target audience, market segments, and customer needs
Collaborators: The company's collaborators
Competitors: The company's competitors
Context: The broader environment in which the company operates, including political, economic, social, technological, environmental, and legal factors
A 5C analysis can help businesses: Identify strengths and weaknesses, Assess internal capabilities and external opportunities, Determine competitive advantage, Identify challenges and risks, and Develop strategic options.
A 5C analysis is often used in conjunction with other business tools, such as SWOT analysis (strengths, weaknesses, opportunities, and threats).
Company
o Core Offerings
o Strengths
o Weaknesses
Brooki Bakehouse specializes in signature chewy chocolate chip cookies, with a focus on high-quality, freshly baked goods.The brand prides itself on using premium ingredients and offers an artisanal touch to traditional baked treats.
Established reputation in Brisbane for superior quality and unique cookie texture.
Two thriving locationswith plans for expansion through online sales and mail delivery.
Strong brand identity centered on warmth, indulgence, and handcrafted quality.
Limited market presence beyond Brisbane.
Dependence on high-quality raw materials may increase costs.
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Challenges in scaling operations for broader distribution while maintaining quality.
Increased competition from local and international bakeries offering delivery.
o Threats
Collaborators
o Suppliers
o Distribution Partners
Rising costs of ingredients due to inflation or supply chain disruptions.
Changing consumer preferences toward healthier, lowsugar options.
Local suppliers providing premium-quality chocolate, butter, and other ingredients.
Packaging suppliers for sustainable, attractive, and durable materials.
Collaboration with local and national courier services for mail-order deliveries.
Partnerships with third-party food delivery apps like Uber Eats and DoorDash.
Local cafés and gourmet food stores for wholesale or co-branding opportunities.
o Potential Collaborators
Customers
o Target Market
Influencers and food bloggers to promote products through social media campaigns.
Event planners and catering services for bulk orders during events.
Primary: Millennials and Gen Z in Brisbane, aged 18–35, who value indulgent, high-quality treats.
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Secondary: Families, corporate clients, and gift buyers seeking unique and premium baked goods.
Preference for convenience through online ordering and delivery.
o Customer Preferences
o Behavioral Trends
Growing interest in artisanal, locally-made products with ethical sourcing.
Desire for customizable or unique offerings (e.g., personalized cookies).
Increasing reliance on e-commerce and mobile apps for food purchases.
Interest in loyalty programs, discounts, and exclusive offers.
Tendency to share aesthetically pleasing baked goods on social media.
Competitors
o Direct Competitors
o Indirect Competitors
o Competitive Advantage
Local bakeries in Brisbane specializing in cookies and desserts, such as Doughnut Time or Miss Bliss.
Home-based bakers offering lower-priced, customizable options.
Supermarkets and retail chains offering mass-produced cookies at lower prices.
Cafés with in-house bakeries providing similar products.
Brooki Bakehouse stands out with its signature chewy texture, premium quality, and focus on online/mail-order convenience.
Effective branding emphasizes indulgence, quality, and sustainability.
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Context
o EconomicTrends
o Social and Cultural Factors
Australia's inflationary pressures may increase costs for ingredients and logistics.
A resilient e-commerce market, with food and beverage categories seeing sustained growth post-pandemic.
Continued demand for premium, artisanal food products.
Growing consumer awareness of sustainability and ethical sourcing.
Advanced e-commerce platforms enabling smoother transactions and personalized marketing.
o Technological Advancements
o Regulatory Environment
o Environmental Factors
Data analytics for understanding customer preferences and trends.
Compliance with Australian food safety standards and labeling requirements.
Rising emphasis on eco-friendly packaging to align with environmental regulations.
Increased focus on sustainability in sourcing, production, and packaging.
Potential disruptions in supply chains due to climaterelated events.
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4. Marketing Goals
SMARTObjectives
4.1.Strengthen Brand Identity and Recognition:
o Develop a cohesive brand voice and aesthetic across all platforms, ensuring that Brooki Bakehouse is instantly recognizable both online and in-store. Launch a signature product series or seasonal specials that reinforce BrookiBakehouse as a uniqueand memorable brand.
4.2.Increase Website Traffic and Online Sales:
o Implement targeted SEO strategies, content marketing, and paid ad campaigns on social media to drive traffic to the website. Integrate user-friendly online ordering and optimize the site for a seamless mobile experience, aiming for a 30% increase in website traffic within the first year.
4.3.Boost Customer Engagement on Social Media:
o Launch interactive content on Facebook, Instagram, and TikTok, such as behind-the-scenes videos, baking tips, and recipe tutorials, to foster engagement and loyalty.Target at least a 50% increase in monthly social media engagement by creating regular posts and encouraging user-generated content like photo contests with Brooki Bakehouse products.
4.4.Enhance CommunityOutreach and Engagement Initiatives:
o Organize monthly community events, workshops, or baking classes for children passionate about baking. Partner with local schoolsand community centers to provide hands-on experience, aiming to build Brooki Bakehouse as a brand that supports the next generation of bakers and fosters local connections.
4.5.Commit to Sustainable and Socially Responsible Practices:
o Implement eco-friendly packaging solutions, adopt waste-reduction initiatives, and source ingredients from sustainable suppliers. Establish Brooki Bakehouse as a role model for sustainable baking by showcasing these practices in marketing materials and engaging customers in sustainability challenges or awareness days.
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5. Target Market
5.1.Customer Persona
Personal background
Daily Life
Technology Favorites
Liza is a student at the University of Queensland studying economics. She is in her teens and have lived in Brisbane all her life.At present, she lives in a dormitory near the university together with three girlfriends from her neighborhood studying at the same university.All girlfriends love to get together every Friday and try out new coffee shops around the university area and compete to find the “best” chewy cookie to include in their Diary of a Cookie contest.
The four girls rely on monthly subsidies from their parents but they were also fortunate to gain scholarships for their education.Although limited, the monthly income generated amongst the four is enough for them to indulge in their weekly obsession which is to find the best cookiearound Brisbane
All four girls aretechnologically savvy owning at least three gadgets (laptop, iPad and iPhone) each for use at the university and in their personal lives. Consequently, all the girls have accounts in all the important social media platforms: Tiktok, Instagram, Facebook, Pinterest, Snapchat. However, all four have decided to opt out ofTwitter when it was purchased and converted to X. Now, they use Threads but only on the rare occasion to follow Taylor Swift. Just like any teenager, all the girls spend several hours online during the day except for Friday nights when they do their “coffeeshop crawl.”
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Ambition
All four girls are in their last year at university, hoping to graduate in 2025. Liza is eyeing a position at the United Nations Washington DC officeupon graduation and she ishoping to gain a Magna Cum Laude honor.The other girls have the same aspirations but most of them would prefer to transfer to Canberra where most of the government offices are located.All three girls would like to get positions at the Department of ForeignAffairs and Trade (DFAT) in the hopes of gaining an overseas assignment.
5.2 The Schedule
7:00AM
10:00AM
1:00 PM
3:00 PM
5:00 PM
9:00 PM
Starts the day cleaning the bedroom and then breakfast. By 7:30AM, she is in class for the first subject.
Runs to the food truck just outside the university for a quick snack.Then back to classes by 10:30AM
Late lunch at the university cafeteria with her girlfriends.All the girls have arranged their schedules to have at least a one and half hoursof lunch break
Runs to the library to do all homework for the week. Sometimes, visits the Faculty Center for consultations with some professors especially regarding the Internship Program she plans to attend bySpring 2025
Runs home fora quick shower and change. Every Friday, she joins allher girlfriends for a night out at their chosen coffee shop or the newest bakeshop near their dormitory.
Everyone is in bed by this time during the week in order to get up early for early classes next day.
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5.3Customer Journey
Awareness
o GOAL: Capture the attention of potential customers and ensure they recognize your brand, product, or service.
o METRICS: Impressions, reach, social media followers, brand recall surveys, and website visits.
o CONSTRAINTS: Budget limitations for advertising, competition for audience attention, and ensuring message consistency across channels.
o GOAL: Buildawareness and interest in the product or service by engaging potential customers.
Consideration
Conversion
Loyalty
o METRICS: Website traffic, click-through rates (CTR), time spent on landing pages, social media engagement, and email open rates.
o CONSTRAINTS: Budget for paid promotions, content production limitations, and targeting the right audience segments.
o GOAL:Turn potential customers into buyers by driving actions like sign-ups orpurchases.
o METRICS: Conversion rate, cost per acquisition (CPA), cart abandonment rate, and return on ad spend (ROAS)
o CONSTRAINTS: Checkout process friction, price sensitivity, and competition affecting purchase decisions.
o GOAL: Foster long-term relationships to encourage repeat purchases and advocacy.
o METRICS: Customer retention rate, repeat purchase rate, net promoter score (NPS), and lifetimevalue (CLV).
o CONSTRAINTS: Resource allocation for loyalty programs, maintaining consistent product quality, and balancing personalization with privacy concerns.
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6. Branding Platform
Creating a comprehensive branding platform for Brooki Bakehouse, based in Queensland, Brisbane, requires a deep understanding of its identity, target market, andbusinessgoals.Belowisadetailedbrandingplatformwithanemphasisondigital strategies, supported by the latest practices and trends in branding and digital marketing.
6.1.Brand Identity
Vision Statement: "To become Australia's go-to bakehouse for irresistible chewy chocolate chip cookies, delivering happiness in every bite, online and offline."
Mission Statement: "We craft premium-quality baked goods that bring people together, while committing to sustainability, local sourcing, and unforgettable customer experiences."
Core Values:
o Quality First: Superioringredients and craftsmanship.
o Sustainability: Environmentally conscious packaging and operations.
o Customer Delight: Personalized service and community engagement.
o Innovation:Adopting digital trends and creative approaches.
6.2.TargetAudience
Primary Market: Millennials and Gen Z in Brisbane andAustralia-wide who appreciate artisanal baked goods and value online convenience.
Secondary Market: Families and corporate clients seeking premium cookies for events and gifting.
6.3.Digital Strategies
A. Social Media Marketing
1. Content Strategy:
o Focus on authentic storytelling (e.g., behind-the-scenes videos of cookie-making, team culture).
o Showcase unique product benefits, such as signature chewiness and sustainable packaging.
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o User-generated content campaigns (e.g., #BrookiMoment where customers share theirexperiences).
2. Platforms:
o Instagram & Facebook: For visually engaging posts, reels, and live Q&Asessions.
o TikTok: Viral baking trends, relatable memes, and challenges featuring Brooki products.
o Pinterest: Highlight recipes using Brooki cookies and holiday gifting ideas.
3. Trends to Incorporate:
o Shoppable posts and social commerce integrations on Instagram and TikTok.
o Influencer partnerships with micro-influencers in the Brisbane food community.
B. Website Optimization
1. E-commerce Features:
o Seamless online ordering with subscription options for regular deliveries.
o Limited-time offers and holiday collections prominently displayed.
2. SEO Strategy:
o Optimize for local keywords like "best chocolate chip cookies Brisbane."
o Publish blog content (e.g., “Top 5 Dessert Spots in Brisbane” featuring Brooki Bakehouse).
o Leverage structured data for better search visibility.
3. Personalization:
o AI-powered recommendations for returning customers based on purchase history.
C. Email Marketing
Automated Campaigns:
o Welcome series for new subscribers, including a discount code.
o Seasonal campaigns highlighting new flavors and promotions.
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Loyalty Rewards:
o Exclusive discounts formembers of the Brooki Bakehouse Club.
Engagement:
o Interactive emails with polls, recipe ideas, or tips for serving cookies creatively.
D. OnlineAdvertising
1. GoogleAds:
o Location-based campaigns targeting Brisbane and other major Australian cities.
o Retargeting ads for abandoned carts.
2. Social MediaAds:
o Carousel ads showcasing product variety.
o Video ads on TikTok and Instagram focusing on cookie texture and freshness.
3. Budget Optimization:
o Use of performance analytics to refine campaigns regularly.
E. Influencer &Affiliate Marketing
1. Micro-Influencers:
o Collaborate with Brisbane-based food and lifestyle influencers.
o Offer cookie tasting events and exclusive affiliate codes.
2. Affiliate Programs:
o Encourage local bloggers and food critics to join an affiliate marketing program.
F. Sustainability as a Brand Differentiator
1. Eco-Branding:
o Emphasize the use of biodegradablepackaging and locally sourced ingredients.
o Use this sustainability anglein all digital campaigns.
2. CSRActivities:
o Partner with Brisbane-based environmental organizations for cookie sales proceeds to benefit green causes.
G.Analytics and Performance Tracking
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1. KPIs to Monitor:
o Engagement rate on social media posts.
o Conversion rate on digital ads and email campaigns.
o Website traffic and bounce rate.
2. Tools:
o GoogleAnalytics for website insights.
o Social mediaplatforms’native analytics tools.
o CRM platforms like HubSpot or Klaviyo for email performance.
6.4.Offline to Online Integration
A. In-Store to Digital Connection:
a. QR codes on packaging linking to exclusive online recipes or deals.
b. Encourage in-store customers to follow social media for surprise perks.
B. Pop-Up Events:
o Host cookie tasting eventsat Brisbane markets and share live updates via social media.
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7. Marketing Campaigns
CAMPAIGN ONE: “Getting to Know Me”
Brooki Bakehouse resides in a location which have a combination of not only residential buildings but also single owner businesses.A lot of these businesses are either restaurants or small coffeeshops. Since the Brooki Bakehouse location at Fortitude Valley occupies a very narrow and small space, there is not enough space for a sitting area where customers can take coffee and eat the baked goods of Brooki Bakehouse.Intoday’sworld,partneringwithyourbusinessneighborsjustmakesgood business sense. The following are details of such a campaign.
Market Tactic Level
Content
Awareness
Objective: Build brand visibility and attract attention from Brisbane residents and beyond.
Media
Hypothesis
Organize a cookie tasting event at popular spots in Brisbane, such as food festivals, local markets, or coffee shops
Traditional Marketing: Offer discounts to Partner Coffeeshops. Partner with local cafes (e.g. Merlo Coffee) to showcase Brooki cookies as their “feature dessert of the week”
Social Media Promotion:Tiktok, Instagram, WhatsApp Groups of Brooki but she can also tap the social media / group chat groups of the partner coffeeshops to expand reach. Promote the event using social media ads and partner channel
Consideration
Objective: Engage potential customers to explore and try Brooki Bakehouse products.
Content "Try BeforeYou Buy" Pop-Up Stalls
Set up stalls in high-footfall areas such as Queen
Traditional Marketing: Street Mallor participate in weekend farmers' markets.
Media
Hypothesis
Conversion Content
Offer free samples with a special discount flyer for online orders.
Social Media Online Orders: Partner with delivery services like Uber Eats to allow immediate purchases with specialoffer discounts
Traditional Marketing:Limited-Time Discounts with Free Delivery for online orders
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Objective: Encourage customers to make their first purchase or repeat purchases.
Loyalty
Objective: Retain existing customers and turn them into brand advocates.
Media
Hypothesis
Content
Social Media Promotion: Use social media and email campaigns to promote limited-time offers such as "Buy 2 Boxes, Get 1 Free."
Offer "First Order Free Delivery" in collaboration with local delivery services like Menulog or DoorDash.
Subscription Boxes with Perks Launch a subscription box service: "Brooki MonthlyTreats."
Media Partner with sustainable packaging companies to reinforce the eco-conscious branding.
Hypothesis
Subscription Box: Include exclusive flavors, sneak peeks of new products, and coupons for loyalty subscribers.
CAMPAIGN TWO: “Let’s Go to School with Brooki”
Theyouthareknowntopatronizeanythingnewespeciallysweetsandpastries.These items are easy to procure and bring to school. Brookie can leverage on this behavior of university students and offer her baked products to this target market. Through the students, the influence to try Brooki products can also filter to the students’ parents and relatives thereby expanding the customer base.
Market
Content
Media
Awareness
Hypothesis
Collaborations with Universities Partner with University of Queensland and Griffith University to sponsor snack breaks during orientation weeks or events.
Traditional Marketing: Distribute branded cookie packs with QR codes linking to the online store (must have university permission to tap the student population)
Social Media Promotion: Run a social media giveaway campaign forstudents: "Tag Brooki in your study snack pic to win a semester's worth of cookies!"
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"Cookie Pairing Workshops"
Content
Consideration
Conversion
Media
Hypothesis
Collaborate with local coffee shops and tea houses near the university areas for pairing workshops: pairing Brooki cookies with their drinks.
Traditional Marketing: do an affiliate program with surrounding local coffee shops and tea houses
Social Media Promotion: Sell ticket bundles with exclusive discounts on Brooki cookie boxes.
Student Orders Campaign
Content
Media
Hypothesis
Advertise the Brooki Boxes for special occasions – birthdays, graduations, christenings, etc. - in Brisbane for giveaways during special occasions
Traditional Marketing: this can be an affiliate program where Brookican provide bulk Brooki Box orders for anyone needing giveaways not only for the holidays but also for special occasions
Create personalized cookie boxes with logos and festive packaging, incentivized with bulk discounts.
"Cookie Lovers Club" Loyalty Program
Content
Loyalty
Media
Hypothesis
Reward repeat purchases with points redeemable for discounts or free items.
Social Media Promotion: announce the Loyalty Program Reward Mechanics online
Provide exclusive perks such as early access to new flavors or free shipping on orders over a certain amount.
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CAMPAIGN THREE: “Cookie Crawl Brisbane”
Thisdigitalmarketingcampaignistoelevatebrandawarenessanddriveengagement. This campaign combines the power of influencer marketing and thoughtful corporate gifting.The collaboration with local influencerswho embodyBrooki’svaluesofquality, community, and indulgence to share authentic content will help showcase the handcrafted treats of the bakehouse. Simultaneously, the campaign will target businesses with curated corporate gifting packages featuring the best-selling baked goods,offeringauniquewaytoimpressclientsandemployees.Throughvibrantsocial media content, personalized outreach, and irresistible product presentations, this campaign is designed to position Brooki Bakehouse as the go-to choice for gourmet gifts and everyday indulgence.
Market Tactic Level
Awareness Content
Media
Hypothesis
Influencer Marketing Blitz
Tap some of the influencer groups around Queensland to try Brooki baked products with special emphasis on theAirport Store Branch. The Brooki Box is a very good option as gifts for departing (even incoming) passengers.
Social Media Promotion: Collaborate with Queensland-based micro-influencers in food and lifestyle niches to post engaging content (e.g., cookie taste tests or unboxings).
Encourage influencers to share discount codes for first-time buyers.
Content Corporate Gifting Showcase
Target private companies by offering sample corporate giveaway packages.
Consideration
Media
Traditional Marketing: Brooki can even offer bulk discounts to private companies ordering more than 10 boxes
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Conversion
Hypothesis
Partner with logistics companies likeAustralia Post to showcase smooth delivery of customized corporate gift sets.This will also highlight the airport store branch since its location is very ideal
Event Catering Packages
Content
Media
Work with wedding planners, event coordinators, and catering companies to promote Brooki cookies as a premium dessert option for events.
Social Media Promotion: Brooki can advertise through email marketing to offer special gift offers especially for events like weddings, christenings, birthdays where party gift favors can be given away to guests
Hypothesis Offer special "event package pricing" for bulk orders.
Seasonal Campaigns for Returning Customers
Content
Loyalty
Media
During holidays like Christmas or Easter, send personalized email offers to past customers for special cookie boxes.
Email marketing: special seasonal campaign offers can be sent to VIP customers and even just regular store customers who visit the store branch on a regular basis
Hypothesis Collaborate with local gift stores to bundle Brooki cookies with other holiday items.
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IMPLEMENTATION PLAN
To be designed once the campaign programs have been identified and approved. The table below is a guideline on the items needed for monitoring purposes.
Activities Description Activities Manpower Timeline Budget
Content
Development
Media Preparation
Media Management
Campaign
Monitoring
Campaign Reporting
CONVERSION OPTIMIZATION
The following are suggested tables to measure the digital marketing plan. Each table has very specific number objectives and whatever numbers appear after the actual has been collated should be reviewed in detail in order to determine whether the suggest marketing tactic is successful and appropriate.
Note: actualdata canbeencodedonto eachcell.Thisposesasthefoundation forthe succeeding tables for analyses.
Actual Base Data
Marketing Tactics
1. Paid Search Ads
2. Retargeting campaigns
3. Email Marketing
4. Social Media Ads
Number of Paying Customers (A)
Total Revenues (B)
Total Marketing Expenses (C)
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Performance Breakdown by Tactic
Marketing Tactics ClickThrough Rate (CTR)
Paid SearchAds
Retargeting campaigns
Email Marketing Social MediaAds
BudgetAllocation Marketing Tactics
Paid Search Ads
Retargeting campaigns
Email Marketing Social Media Ads
Customer Insights by Tactic
Marketing Tactics Demographics (Age, Gender)
Paid Search
Ads
Retargeting campaigns
Email Marketing Social Media Ads
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8. Digital Strategy
8.1 DigitalMarketingVision
"To become Brisbane's most loved artisanal bakehouse by leveraging digital tools to deliver irresistible cookies, personalized experiences, and sustainable innovation to every customer."
8.2 WheretoPlay
Target Markets
1. Primary Market:
o Millennials and Gen Z in Brisbane, Queensland, who are active online, value artisanal baked goods, and prioritize sustainability and convenience.
2. Secondary Market:
o Families and corporate clients seeking premium baked goods for gifting, events, and regular indulgence.
Geographical Focus
1. Core Market: Brisbane, including suburbs like South Brisbane, Fortitude Valley, and Newstead.
2. Expansion Market: Greater Queensland and major Australian cities through e-commerce.
Customer Segments
1. B2C Customers: Individual buyers looking for high-quality baked goods.
2. B2B Clients: Private companies, event planners, and coffee shops for corporate gifting and wholesale partnerships.
Digital Channels
1. Website: E-commerce platform for direct sales and subscriptions.
2. Social Media: Instagram, Facebook, TikTok, and Pinterest for engagement and awareness.
3. Delivery Platforms: Partnerships with Uber Eats, Menulog, and DoorDash for local deliveries.
4. Email Marketing: For nurturing loyalty and driving repeat purchases.
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8.3 HowtoWin
A. Differentiation Strategies
1. Product Excellence:
o Emphasize the uniquetexture, flavor, and freshness of Brooki’s signature chewy chocolate chip cookies.
o Highlight locally sourced, sustainable ingredients in branding and messaging.
2. Customer Experience:
o Provide seamless online purchasing with customization options (e.g., personalized cookieboxes for corporate gifting).
o Offer real-time delivery tracking in collaboration with logistics companies like Australia Post
3. Sustainability:
o Use biodegradable packaging and promote this feature heavily in digital campaigns.
o Partner with eco-conscious organizations in Brisbane for co-branded campaigns.
B. Digital Campaigns
1. Awareness:
o Use Instagram Reels and TikTok challenges showcasing the "chewiness test" to go viral.
o Partner with Brisbane-based influencers to run taste-test videos.
o Utilize geo-targeted Google Ads focusing on "Best cookies in Brisbane."
2. Consideration:
o Launch limited-edition flavors or bundles exclusive to the online store.
o Offer a “first-purchasediscount” with retargeting ads for abandoned carts.
3. Conversion:
o Provide one-click checkouts and recurring subscription options for regular customers.
o Bundle discounts for bulk orders targeted at corporate clients.
4. Loyalty:
o Introduce a points-based loyalty program (e.g., “Brooki Points”) redeemable for free products or discounts.
o Personalized email offers based on purchase history and preferences.
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8.4 CapabilitiesNeeded
A. Digital Marketing Team
1. Social Media Manager: For consistent content creation, community management, and influencer collaborations.
2. SEO Specialist: To optimize the website for search engines and drive organic traffic.
3. Content Creator: To produce high-quality photos, videos, and blogs.
B. Partnerships
1. Logistics Companies: Collaborate with Australia Post, Uber Eats, and local couriers for efficient delivery.
2. Local Coffee Shops: Cross-promote products by offering Brooki cookies as premium pairings.
3. Universities and Corporates: Engage with University of Queensland, Griffith University, and private companies for bulk gifting opportunities.
C. Technology Tools
1. Customer Relationship Management (CRM):
o Use tools like HubSpot or Klaviyo to track customer interactions, segment audiences, and personalize campaigns.
2. Analytics Tools:
o Leverage Google Analytics 4 (GA4) and Hotjar for insights into website behavior.
3. Social Media Management Tools:
o Use Hootsuite or Later for planning, scheduling, and analyzing social content.
D. Skills Development
Upskill the team in data-driven marketing, social commerce, and AI tools like ChatGPT forcustomer support
8.5 SystemsRequired
E-commerce Platform
Shopify or WooCommerce: For managing online sales, inventory, and delivery.
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Integrate with payment gateways like Afterpay to provide flexible payment options.
Digital AdvertisingTools
Google Ads: For location-targeted search campaigns.
Facebook Ads Manager: To create engaging carousel and video ads.
Email Marketing System
Klaviyo or Mailchimp: For automated campaigns, personalized offers, and loyalty program communication.
Delivery Integration
API integration with logistics providers for real-time tracking and customer notifications.
Customer Feedback System
Implement review platforms like Trustpilot or integrate feedback forms into the website.
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References
o Australian Food News. (2024). "Trends in the Food & Beverage Sector in Brisbane."
o Australian Food News. (2024). Sustainability in the Food Industry: Key Practices for 2024.
o Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation, and Practice. Pearson.
o HubSpot Blog. (2024). "LatestTrends in Social Media Marketing."
o Oberlo. (2024). "E-CommerceTrends to Watch in 2024."
o Google Marketing Platform. (2024). "Optimizing DigitalAd Campaigns for Small Businesses."
o Statista. (2024). "Consumer Preferences inArtisanal Foods inAustralia."
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APPENDIX
Following are some pictures to depict the business of Brooki Bakehouse. It features the following:
o The Brooki Bakehouse Exterior Main Store
o The Brooki Bakehouse Interior Store
o The Brooki Bakehouse Kitchen
o The Brooki BakehouseAirport Store
o The Brookie Bakehouse Products
o Cookies
o Macarons
o Iced Cakes
o Merchandise
