Digital marketing project group a

Love Fresco. Eat Fresco. Live Fresco
GoFresco
Group A DB1

Market Research and Brand
1 Segmentation and Buyer Personas
2
Digital Marketing Strategy and Creatives
3 Budget Allocation
4
Content Guideline
Market research results from our own online survey
with 94 answers mainly from UK, USA and Canada.
Some findings about the market and customer trends
are relevant to our digital marketing strategy
development. Additionally, brand value position and
key success factors.
Afterwards, we developed a segmentation by 70%,
20% and 10% based on customer value and loyalty.
From the segmentation, we created three buyer
personas with each customer journey and examples of
their potential reviews on TripAdvisor. The buyer
personas were created from the data received and our
own research.
In the third part of the report, you will find the digital
marketing strategy: message, viral content, creatives
per channel with KPIs and justifications. This section of
the report follows a guide through the channels that
we used to engage with our customer from awareness
to loyalty channels, we mainly focused on awareness.
After defining our digital marketing strategy, channels
to be used and the creatives we provide a budget
allocation based on assumptions of the travel and
hospitality industry. We mainly focused on CTR as our
KPI as the campaign is about increasing awareness and
going viral with relatable and funny content.

Female
92%
Male
8%
1
35
26
17
9 5
0
10
20
30
40
10 - 20yrs 20 - 30yrs 30 - 40yrs 40 - 50yrs 50 - 60yrs 60 - 70yrs
Age
2
25
39
26
3
0
10
20
30
40
50
Separated
Single
M
arried
In
couple
D
ivorced
Marital Status
Gender
2
54
10
20
8 3
0
15
30
45
60
0 1 2 3 4
Kids
3831
Market Research Survey
For better understanding and development of our
buyer personas, customer journeys and market
segmentation, we decided to do a survey to sense
the demographics, behavior and beliefs of vegan
and vegetarian people. We managed to get 94
answer with powerful insights about the potential
customers. The survey was shared in different
vegetarian and vegan communities on social media.

Income Range Interests Top 3 Issues
17
27
16
7 7
20
0
8
15
23
30
Less
than
£10,000
£10,000
-£25,000
£26,000
-£35,000
£36,000
-£40,000
£41,000
-£50,000Above
£50,000
16
41
10 5 9 7 1 4
13
25
38
50
Indoor
Lifestyle
O
utdoor
C
om
puter&
Tech
A
rts
Fitness
SportsG
ardening
15 4 6
43
51
15
30
45
60
Econom
ic
Social
Environm
ental
6
• Most of our respondents work 40 or more hours in
administration and management businesses.
• 82% of the respondents have a high level of
education.
• Top 3 interests are lifestyle activities, indoor
activities and arts.
• Most of them use Facebook and Instagram.
• Most of them care about environmental, social and
economical issues.
• Top 3 reasons to be vegetarian are animal rights,
health and environment.
Highlights
3.5
M
Vegetarians and vegans
in Great Britain
Americans self-identify
as vegetarians
2%-
6%
From the survey, we decided to move forward with UK,
USA and Canada as the main countries to focus and ages
between 24-54, we focused on 24-34 years old.
Vegetarians in America Vegans Demographics 2017

For people who visit Valencia and who want to try local tastes of
healthy and delicious vegetarian recipes. GoFresco offers the
best option to enjoy in a positive environment while eating their
meals which made of fresh vegetables, proving a dreaming
location to families, couples and tourists for them to feel better.
Value Proposition

Local restaurant that connects
healthy vegetarian and vegan
foods to customers who want to
enjoy and eat better no matter at
which age they are.
We offer a nice environment for
families, couples, and solo
people as we accept everyone
that enjoys to live fresh “fresco”.
We consider ourselves an honest,
friendly and fun brand.
Our menu is diverse from
international known dishes like
veggie burgers to vegetarian
paellas and tapas for our
customers to enjoy the Spanish
taste. We also offer the best
paleo salads and choco vegan
cake in the world.
GoFresco
Why us?
10% discount when reserving online through your
website with this code: “veggie4life”
Aiming to attract English speaking tourist to your
restaurant in Valencia.
Best veggie chef in Valencia award
Guilles Fillon.
Offer delivery as well as take away through
UBER Eats, Glovo, Just Eat y Deliveroo!
About us
€
€ € City CenterAll days
Lunch and Dinner

Our Competitors Valencia
Aloha Vegan Delights
Health Food Restaurant –
Vegan/Vegetarian Restaurant
2,3K likes
2,7K followers
4,7/5 Google Review
http://www.aloha.bio
Nr. 125 of 3.446
Price Range: $
Specialties: Serves lunch and dinner
Services:
Take Out
Walk-Ins Welcome
Caballeros 45
Valencia 46001
KimpiraOrganic Restaurant La Mandragora
3,9/5 Google Review
3,8K followers
11K likes
http://kimpira.es/
Nr. 964 of 3.446
Price Range: $$
Specialties: Serves breakfast, lunch
and dinner
Services:
Takes Reservations
Walk-Ins Welcome
Good For Groups
Good For Kids
Take Out
Delivery
Catering
Waiter Service
7.3K likes
239 followers
4,7/5 Google Review
http://www.lamandragora.org
Nr. 1.023 of 3.446
Price Range: $
Observations:
They act as a vegan
community but not open for
everyone as they just
communicate in Spanish
Vegan/Vegetarian Restaurant -
Community
Carrer del Convent de
Sant Francesc
Valencia 46002
Carrer de la Mare Vella
Valencia 46003

Our Examples Madrid
Honest Greens
5K likes
67,2K followers
4,4/5 Google Review
https://honestgreens.com
Nr. 507 of 10.333
Price Range: $$
Specialties: Serves lunch, dinner, drinks and
coffee
Services:
Good For Groups
Take Out
Waiter Service
Walk-Ins Welcome
4,6/5 Google Review
2,3K followers
13K likes
https://www.puntovegano.com
Nr. 237 of 10.333
Price Range: $$
Specialties: Serves lunch and dinner
Services:
Takes Reservations
Take Out
Punto Vegano

Segmentation and
Buyer Personas

High brand loyalty
Low brand value
Healthy lifestyle
Value cruel free brands
Follow Instagram and blog posts
Low brand loyalty
High brand value
Couple oriented
Willing to explore new trends
Follow Instagram and Facebook
Our Target Segmentation
70% 20% 10%
Experience Driven Convenience Driven Opportunity Driven
Important Benefits Important Benefits Important Benefits
Behavior
Demographics
Behavior Behavior
DemographicsDemographics
Diverse menu
Close to the city center
Excellent customer service
Good online channel presence
English speaking waitress
Kids menu
High quality products
Variety of options menu for flexetarians
Price for quality prices
High brand loyalty
High brand value
Family oriented
No price sensitivity
Follow Facebook and magazines
Nationality USA, UK & Canada
Age 24-34 years old
Gender Female
Income £30-£50K a year
Family size Single
Age 28-54 years old
Gender Female
Family size Married, with kids
Age 24-44 years old
Gender Male
Family size In a relationship

“I liked a warm and welcoming atmosphere of the restaurant. I almost
felt being a guest in the restaurant thanks to the kind and friendly staff.
I enjoyed the dishes with fresh vegetables, fruits, and amazing sauces. I
can’t praise the sauce highly enough. Also, I was impressed that the
waitress brought me the sauce more! Everything was cooked to
perfection but wished I could have more options with an attractive
price.”
“VEGAN PARADISE!!! ! ”
Reviewed 5 January 2018
Olivia Smith
2k reviews
600 helpful votes
Visited 5 January 2018, visited alone
Value
Atmosphere
Service
Food
Helpful? Thank

Name: Olivia Smith
Gender: Female
Age: 27
Nationality: Great Britain
Marital status: Single, no kids
Job title: Radiographer
Income: £ 3,500/ month
Characteristics:
Has disposable income and saves a lot
Looks for good quality and service
Mindfulness is very important for her
High brand loyalty
Loves to try new places
Science and health geek
Check reviews before going to restaurants
Very selective with friends
Loves beaches
Scenario
Olivia Smith is a 27 years-old single female living in
London, UK. She is a young lady working as a
radiographer with post graduate education. In spite
of her work life as healthcare professional, she tries to
find time to travel, get to know new places and do
yoga. She values to meet new people and trying new
plates. She is an active blogger through instagram
about her vegan path. She is vegan for 3 years.
Values
Profile
She works approximately 37.5 hours a week as a
radiographer for London Bridge Hospital. She makes
around £40-£45K a year. She is single, good looking,
and still feels in the stage of discovering and
enjoying life. She is interested in pretty much lifestyle
activities such as traveling, going out with friends to
try new vegan restaurants, and cooking. Also, she
likes to do some indoor activities such as watching
movies and reading about health. She does yoga
daily and tries to meditate everyday.
Computer
Mobile
Tablet
Social
• Help others and be empathic
• Work-personal life balance
• Vegan and minimalism lifestyle
• Always smile to the people
• Friends are the family you choose
Technology Brands Personality Goals
• Travel more than 50
countries
• Get a lot of followers on
her channels about being
vegan
• Support her community
by joining social projects
Extrovert
Insightful
Patient
Assertive
Gentle
• Becoming unhealthy and
sick
• Getting 30 years old
without traveling enough
• Unsafe environment
• Not having enough
money to have a healthy
lifestyle
Motivations
Experience
Media
…
Many vegans, including her, suffer from
inconvenience when booking a restaurant every
time she travels to new places. Olivia is willing to try
new places and pay a little bit more if the service
and food are high quality. She expects to have
different and new cool vegan options in the menu.
She likes to follow pages on instagram that shares
foos pictures and the experience they offer.
Like: Nice atmosphere, friendly employees,
delicious food.
Dislike: Limited option, pricey.
Olivia mostly cares about social rights in life like
racism, education, and LGBT. Besides, she cares
about animal rights a lot. That’s why, she has become
vegetarian. Although environmental issues such as
global warming, deforestation, and pollution, are the
main reasons have made her vegan, she also thinks
that veganism is super good for her health, as well as
for animal protection. She says that “Veganism is
totally an individual decision, and I personally don’t
like the idea of killing animals.”
Fears
She follows brands that
don’t test on animals and
that offer vegan products:

BROWSE SEARCH RESEARCH RESERVE EXPERIENCE RECOMMEND
"OMG! This ad reminds
me I haven't checked
vegan options in
Valencia!"
"Let's check vegan
options in Valencia..."
"Which one has the
best vegan options for
me?"
"I hope they take
online reservations
because this cake
looks amazing.”
"That's nice: they sent
me a reminder email as
well as an SMS with the
restaurant's
geolocation"
"I am definitively coming back next
year. I'll post a picture and and make
a blog about my experience on
Instagram"
Excited Curious Judgemental Wishful Wowed Trustful
Display/Mobile/Socia
l ADs
Viral/Influencer
Marketing
SEM
SEO Content
Marketing
Mobile/Web
Experiences
E-mail Mobile Chats Social Media E-mail
AD Creativities Landing Pages Blog
Mobile
App Mobile
Site Website
Customer
Onboarding
Program
Social Posts E-mails Newsletters
Digital Advertising
Marketer
PPC Expert
SEO Expert Content
Producers
UX Designer CX Manager
Community/ E-mail Marketing
Manager
Display Marketing
Platforms Social
Media AD accounts
Search Marketing
Platforms SEM
SEO tools CMS
CRO
tools Retargettin
g platforms
CRM
Social Media MNGT tools ESP
Marketing Automation Platforms
Olivia is browsing and
gets attracted by an
ad that seems to pull
her attention.
Olivia is searching
on a search engine
and got impress by
one of the vegan
options, clicks on it
and is taken to the
landing page.
Olivia reads brand
content on website,
blog post about the
Chef Gilles Fillon and
his top dishes,
to evaluate further.
Olivia makes a
reservation on
website and
receives 10%
discount.
Olivia has a digital
experience with the
restaurant by receiving
the geolocation and a
fun fact about coming
to GoFresh.
Olivia is served with post-
experience
content and promotions, and
encouraged to share. She
decides to make a blog post on
her instagram with restaurant
pictures.
PAID MEDIA OWNED MEDIA EARNED MEDIA
LOYALTY & ADVOCACY2ND MOT1ST MOTEVALUATIONZMOTAWARENESS
CUSTOMERCENTRICON-STAGEBACKSTAGEINSIGHTS
• ACTION
• ATTITUDE
• EMOTION
• CONTENT
• CHANNELS
• PEOPLE
• THINGS
• COMMENTS
OLIVIA SMITH (27)

"One of the best vegetarian restaurants I have been to and you do not
need to be vegetarian to appreciate. Excellent food, service and
atmosphere! I loved how they combined the local tastes with
vegetarian options. Their vegetarian paella was my favorite and my
kinds enjoyed the vegetarian tapas very much, as well as their high
nutrition smoothies. If we came back to Valencia sometime, we would
definitely go back to enjoy another nice experience at GoFresco!"
“VEGETARIANS: YOUR PLACE!”
Reviewed 1 November 2018
Emily Wilson
1k reviews
200 helpful votes
Visited 31 October 2018, visited with family
Value
Atmosphere
Service
Food
Helpful? Thank

Name: Emily Wilson
Gender: Female
Age: 32
Nationality: San Francisco, USA
Marital status: Married, 2 kids
Job title: HR Manager
Income: $ 11,600/ month
Characteristics:
Located in San Francisco, US
Has substantial income
Less price sensitive
Looks for quality
High brand loyalty
Little free time for herself
Looks for convenience
Loves vacations
Cares about environment and animal rights
Liberal political orientation
Do not actively practice any religion
Loves exploring vegetarian restaurants
Scenario
Emily Wilson is a 32 year-old married woman with 2
kids from San Fransisco, US. She is a successful
business woman and a busy mom. In spite of her
busy work life, she has a good balance between
family and work. She values the quality and fun
moments spent at home with her family. She is
vegetarian for 9 years.
Values
Profile
She works 40 hours per week as an HR Manager in
San Francisco with $11,600 monthly salary. She
priorities her relationship with her children, husband
and friends over everything else in life because she
loves people. Her interest in humanity led her to the
human resource profession. She enjoys spending her
free times at home cooking healthy dishes. Also, she
loves planning family travels to make the most out of
her annual holidays.
• Working hard for achieving dreams
• Family and friends around
• Healthy vegetarian life style
• Environment and animal rights
Motivations
Experience
Media
Emily is willing to pay high prices for a pleasant
service and delicious tastes at a nice vegetarian
restaurant with a good ambiance. She expects to
see variety of food choices on the menu. Also,
because she is a mother, she cares very much of the
restaurant serves a kid menu. These are the most
important features of her favorite veggie restaurant.
Like: Nice atmosphere, delicious food, friendly staff.
Dislike: Limited option, no kids menu.
Due to the fact that Emily wants to achieve good
results at work, as well as sparing enough time for her
family, she always needs to keep her energy up.
That’s why, she cares about her health a lot. This was
the greatest motivating factor as the reason behind
why she chose the vegetarian life style. It also
motivates her that she, being a vegetarian, helps to
support animal rights and have a better environment.
Computer
Mobile
Tablet
Social
Technology Brands Personality
Extrovert
Insightful
Patient
Assertive
Gentle
• Turn eve her everyday
role over to a rising star
within the company
• Focus on experiences,
not things
• Providing a loving and
nurturing environment
for her children
• Be unsuccessful
time to spend with her
kids and for vacations
• Becoming unhealthy
and sick
• Unsafe environment
FearsGoals

"These food pictures
make me hungry! I have to
start finding a nice
vegetarian restaurant and
reserve a table."
"Let's check online
what I can find"
"Which restaurant would
be the best for my
family?"
"This seems very
nice! I hope they take
online reservations or
else we can easily
find table once we
get there."
"That's super cool they
accept online reservation,
moreover, they give 10%
discount for that!"
"We would definitely visit the restaurant
again if we came back to this city
sometime. I have already started
following them on instagram,
they may inspire me while I am
cooking."
EXCITED Curious Judgemental Wishful Wowed Trustful
Display/Mobile/Social
ADs
Viral/Influencer
Marketing
SEM
SEO Content
Marketing
Mobile/Web
Experiences
Mobile
App Mobile
Site Website
Customer
Onboarding
Program
Digital Advertising
Marketer
PPC Expert
SEO Expert Content
Producers
Manager
Display Marketing
Platforms Social
Media AD accounts
Search Marketing
Platforms SEM
SEO tools CMS
CRO
tools Retargettin
g platforms
CRM
Emily is browsing and
is impacted by
food pictures on
instagram which
inspires her to search.
Emily is searching
on Google and
clicks
on a displayed ad
which takes her to
the landing page.
Emily is exposed a
lot of information and
reads them to make a
decision which
restaurant she should
choose
Emily makes an
online reservation
on
the restaurant
website directly.
Emily has restaurant
experience via
marketing strategies
Emily is encouraged to share her
post-experience
with others
2ND MOT1ST MOTEVALUATIONZMOTAWARENESS
• EMOTION
• ATTITUDE
• ACTION
• CONTENT
• CHANNELS
• PEOPLE
• THINGS
• COMMENTS
EMILY WILSON (32) LOYALTY & ADVOCACY

“As a non-vegetarian accompanied by a vegetarian, I would say that
this restaurant was better than I expected! Tasty food, friendly staff and
a great atmosphere. As recommended by the staff, they shared several
dishes and each one was a delight. Highly recommend this place!
Especially for the flexitarians that want to give it a try”
“Enjoying vegan food without being vegetarian!”
Reviewed 19 June 2018
Harry Davies
300 reviews
20 helpful votes
Visited 20 June 2018, visited with girlfriend
Value
Atmosphere
Service
Food
Helpful? Thank

Name: Harry Davies
Gender: Male
Age: 31
Nationality: London, UK
Marital status: In couple, no kids
Job title: Software Engineer
Income: £ 3,750/ month
Characteristics:
Located in London, UK
Has disposable income
High interests on technology devices
Less price sensitive
Looks for quality
High brand loyalty
Little free time for himself
Cares about environment and animal rights
Enjoy web searching about technology articles on
websites and posting them on social media
Scenario
Harry Davies is a 31 year-old software engineer living
in London, UK. He has a girlfriend who is a
vegetarian. Although he is very busy, he wants to
keep the balance between work and his personal life.
He usually works on laptop and has deep knowledge
about the computer and technology. He is flexitarian
since he met with his girlfriend 4 years ago.
Values
Profile
He works at least 40 hours a week in an IT company
in London. He sometimes work at home during
weekends. He makes around £45,000 a year and he
can afford many things he looks for to enjoy his life.
He pursues simple life but he also cares about the
others as well. He likes tryin new mobile devices and
he likes shopping with his girlfriend. He likes
checking on what is new with his favorite
technological brands.
• Experience as much as he can over the
world
• Family, friends, and peers around
• Excellence in work
• Environment and animal rights
Motivations
Experience
Media
Harry likes to travel with his girlfriend on summer
vacations which is the only free time for him, and he
wants to enjoy various foods on his travels.
However, he complains about how it is always so
difficult to find a nice vegetarian restaurants. He
wants to taste a variety of recipes in a restaurant
with friendly and chill atmosphere.
Like: Nice atmosphere, various options
Dislike: Limited options
Since he wants to be an excellent professional in his
field, he tries technology devices as much as he can.
Also, he sometimes work even in weekends at home.
He cares about the environmental problems and
thats the reason he usually buys his bath products in
Lush and The Body shop. He feels he helps the
planet when he buys the products in these shops.
Computer
Mobile
Tablet
Social
Technology Brands Personality
Extrovert
Insightful
Patient
Assertive
Gentle
• Being an expert in the
company and the field
• Travel at least 3 country
in a year with his
girlfriend
• Providing technology
insights to others
• Be unsuccessful
time to spend with
families, friends and
girlfriend.
• Becoming a workaholic
• Being alone
FearsGoals

“This ad reminds me I
need to get started with
vegetarian restaurant
reservations in
Valencia.”
“Let's see if there are
vegetarian
restaurants in
Valencia.”
“Which restaurant
would have various
vegetarian menus?”
“I hope they take
online reservations.
I would like to take
my girlfriend here.”
“They sent me a
reminder email and SMS
with the location and
booking time.”
“I love this place. I will come again if
I come to Valencia next year. I need
to post a picture on my Instagram.”
EXCITED Curious Judgemental Wishful Wowed Trustful
Display/Mobile/Socia
l ADs
Viral/Influencer
Marketing
SEM
SEO Content
Marketing
Mobile/Web
Experiences
Mobile
App Mobile
Site Website
Customer
Onboarding
Program
Digital Advertising
Marketer
PPC Expert
SEO Expert Content
Producers
Manager
Display Marketing
Platforms Social
Media AD accounts
Search Marketing
Platforms SEM
SEO tools CMS
CRO
tools Retargettin
g platforms
CRM
Harry uses Facebook
often to stay connected
with friends and checks
social ads which are
interesting to him. The
ads remind him to make
a reservation in a
vegetarian restaurant in
Valencia. Ads would be
on-stage interaction.
Harry is searching for
a vegetarian
restaurant and is
influenced by the first
impressions on the
landing page. Harry
clicks on GoFresco
thanks to SEM.
Harry is exposed to
optimized information
considering user's
preferences and he is
getting ready to make
the decision. Onstage,
he is interacting with
our SEO strategy and
backstage, we are
improving our SEO
positioning.
Harry is hoping he
can make a
reservation, on
stage he is
interacting with his
mobile app or
website and
backstage is
needed to have a
good user
experience.
Harry is having a
restaurant experience
thanks to customer
experience platforms.
Onstage, he is having
the physical experience
and backstage, we are
trying to improve our
services in the
restaurant.
Harry is happy with his experience
and wants to share with his
vegetarian friends by reviewing and
sharing on social media, becoming
an ad for the restaurant. Onstage, he
is interacting with social media from
the restaurant and newsletters.
Backstage, the team needs to make
sure to keep engaging the customer
and keep building the relationship.
2ND MOT1ST MOTEVALUATIONZMOTAWARENESS
• ACTION
• ATTITUDE
• EMOTION
• CONTENT
• CHANNELS
• PEOPLE
• THINGS
• COMMENTS
HARRY DAVIES (35) LOYALTY & ADVOCACY

Digital Marketing Strategy
and Creatives

Digital Marketing Strategy
ENGAGING WEBSITE
GoFresco
EMAIL MARKETING
SEM & DISPLAY ADS
SOCIAL MEDIA
SEO
CONTENT MARKETING
Maintain user mobile
friendly site structure for
better crawling.
Research and identify main
keywords for tourists in
Valencia.
Creative and original
content to generate brand
awareness and targeting
customers.
Promote brand and
content to increase brand
awareness and target
customers.
Drive traffic to the website
by paying publishers for
clicks to our website.
Re-engage past
customers, promote
content and showcase
discounts.
Campaign Message
FrescoBand
from Valencia
“Coolest veggie band ever!”
Campaign Purpose
Generate brand awareness among our
segmentation and increase the traffic to
our website.
Distribution Channels
Focus on social media marketing and
display ads to achieve our targeted
goal.
Viral Video Social Ads Display Ads & SEM

Presenting Fresco Band
Fresco Band
The main idea is to generate a viral effect by appealing to the human motivator of laughter by giving
personalities to the vegetables and creating a band with backstories. Humans are programmed to
remember stories and we want to share the the veggies’ one.
This strategy is risky for the brand, but at the same time could get viral fast and potentially impact
different targets outside of our segmentation since it is a general topic and the main focus of the
campaign are the creative and unique Fresco Band songs. The viral video will be supported by the website
and social media as GoFresco is fun and engaging.
from Valencia
Friend-zoned
Cucumber
Gigolo
Onion
Lovely
Tomato
Ignored
Carrot
Lonely
Mushroom

Content Marketing Viral Video
• Cost effective, less than $500.
• Sharable, available on various
platforms and mobile devices.
• Delivered with entertainment.
• Impression.
Benefits
How
• Connect emotion with daily
retables.
• Remind the image of Valencia
such as the sea and beach.
• Appeal to vegan and vegetarians
with a humorist approach
KPI
Production Timeline
Scripts/Scenarios Produce Video Release Video
1st-2nd week Dec 3rd week Dec 1st week Jan
*Release one song per week with seasonal themes
*Mock-up version as we are expected to have animated real vegetables and the first video will be a short song
of 30s to generate interest
+94k views +2.5k visitors
Measure the ‘gone
viral’ by how many
shared by viewers
Increase website
traffic by 23% in the
first month
Click to watch the video!

Engaging Website
The first step is to make sure that our viral campaign will
be successful. It is required to optimize the website to
the website standard designs by having a page layout
to clearly follow and be mobile friendly. The reservation
will be done through a chat bot with10% discount.
l
When are you coming?
Increase website traffic
by 23% in the first
month and 5% in total.
KPI
3.55% CR
+90 new customers due to the
brand awareness generated by
the video and UX of the website.
Hello! I am ready to hear your reservation
details. Tell me
your details and get 10% discount :)
+2.5k visitors
Fresco Band
Click to check the website

Social Media Marketing
GOFRESCOVALENCIA.COM
Whom do you think could be the next target of him?
Broccoli or Cali Flower? Check FrescoBand From Valencia…
Click Here
Get to know all the stories of FrescoBand in our website!
#FrescoBand #Veggies #Happy
GoFresco
GoFresco
Publicidad
Vote for the future
girlfriend for Gigolo
Onion is our website!
Fresco
Band
Fresco Band
+
Click to check the Facebook
Click to check the Instagram
Social Media Marketing and presence in there are super
important for our awareness and advocacy touch points with
two of our segments. That is why, we want to use it mainly to
generate traffic to our website by sharing short stories and
polling for the FrescoBand to create a community. Also, we
plan to share the video on our channels.
Increase website traffic
by 23% in the first
month and 5% in total.
KPI
0.60% CTR+2.5k visitors
By engaging our community
in the Social Media and
transmit the viral message.

Display Ads
Click here for the bios!
Do you know that Onion is the Gigolo of the band?
GoFresco presents the coolest veggies band in Europe.
Fresco Band
KPI
3.55% CR0.47% CTR
The main goal is to create
familiarity with the campaign
and be on top of mind.
+90 new customers due to
the brand awareness
generated by the video.
Why?
GoFresco will be using Display Ads for awareness and purchase phases with key emphasis on our parents target market.
The first ads will be connected with the video and will generate traffic with a potential conversion rate of 3.55% based on
our assumptions.
MOBILELEADERBOARD
Click here for the bios!
Do you know that Onion is the Gigolo of the band?
GoFresco presents the coolest veggies band in Europe.
Fresco Band
LEADERBOARD
By making an assumption, we will be successful with
the videos. We want to follow the hype of the
campaign with Display Ads in specific channels that
our targeted segmentation visit, such as newspapers,
kids brands and tourism website.

Search Engine Optimization
KPI
3.55% CR5% CTR
Get a better ranking on the
first page top in organic
searches to increase CR.
the brand awareness
Keywords
GoFresco should focus on better SEO by optimizing it through the usage of relevant keywords, get links to their
website and the content. SEO increases CTO and conversion rates, it focuses on generic keywords. For this to be
successful, we also need to focus on generating collaborations with pages that increase our popularity. This
campaign will continue even after the hype of the viral video as the return is slower and requires a lot of content
creation.
Vegetarian Vegan Valencia
Restaurant City Center

Search Engine Marketing
KPI
3.55% CR2.18% CTR
Higher as the opportunity
to be clicked is more as we
use specific keywords.
the brand awareness
Keywords
GoFresco will be focused on SEM using specific words such as the band name, vegan and reserve online. The main
focus is the huge amount of vegan potential customers from UK, as our buyer persona: Olivia Smith. SEM supports
our digital effort as it is targeted and non-intrusive, measurable and optimized with an immediate effect.
FrescoBand Vegan Dishes
Menu Reserve Online

Email Marketing
GoFresco
Thank you!
for coming to our restaurant and enjoy
our delicious dishes with the music of
the FrescoBand.
Fresco Band
Let’s us know your feedback!
Leave us a review and be the first one receiving
the FrescoBand songs that your kids loved!
We are happy to have you! View this email in your browser
Click to review your experience!
From Name: GoFresco Valencia
Subject Line: FrescoBand have a surprise for you!
Why?
We expect to increase our number of customers
visiting the restaurant and we need to make sure that
we keep proving experiences to them as they will be
our brand advocators if we manage to build loyalty
with them. That is why, after their visits, they will
receive a Thank you! e-mail with an incentive to leave
us a review to improve our word-of-mouse.
Additionally, we plan to gather e-mails through our
website with the call-to-action to be the first ones
getting to know the adventures of the FrescoBrand,
tips about how to keep a healthy life by eating
vegetables and also interactive activities, such as polls
to vote about the best veggies, best couples and
quizzes about “What type of veggie are you?”.

Campaign Timeline and Budget Allocation
January
• Website
• Video
• SEM (Google AdWords)
• Instagram Ads, Facebook Ads, Display
Ads
February
• SEO
• Instagram Ads
• Facebook Ads
• Display Ads
March
• SEO
• Instagram Ads
• Facebook Ads
• Display Ads
2019
Advertising per month Budget Impressions CTR # of clicks CPC
Google AdWords € 500.00 14797 2.18% 323 € 1.55
Instagram Ads € 300.00 61475 0.80% 492 € 0.61
Facebook Ads € 150.00 31250 0.60% 188 € 0.80
Display Ads € 150.00 132979 0.47% 625 € 0.24
Monthly total € 1,100.00
Budget is allocated mainly during the first months to the
promote the video and generate traffic through social media
marketing and display ads. As these channels are key and
our responsibility is to convert the visitors into clients by UX
& CRO. After the first month, we will evaluate the
performance of keywords and ads to optimize and re-
allocate the budget is needed.
Total Budget: €5,107
Why?

ROI per month Organic Search Google AdWords Instagram Ads Facebook Ads Display Ads Total
Search Volume/Impressions 4000 14797 61475 31250 132979 244501
CTR 23% 2.18% 0.80% 0.60% 0.47% 5%
New visitors 933 323 492 188 625 2560
CR 3.55% 3.55% 3.55% 3.55% 3.55% 3.55%
New customers 33 11 17 7 22 91
Average Buy € 50.00 € 50.00 € 50.00 € 50.00 € 50.00 € 50.00
Direct Revenu € 1,656.67 € 572.58 € 872.95 € 332.81 € 1,109.38 € 4,544.39
Loyalty Rate 0% 0% 0% 0% 0% 0%
Life-Time Value - LTV € - € - € - € - € - € -
WoM Rate 15 15 15 15 15 15
Refferal value € 497.00 € 171.77 € 261.89 € 99.84 € 332.81 € 1,363.32
Monthly Direct Revenues € 4,544.39
Monthly Incremental value € 1,363.32
Monthly Generated Value € 5,907.70
ROI per month and CLTV
The organic search CTR is based on the fact that 70% of people click on the first 3 websites appearing on their screen.
The Google Adwords, Instagram Ads, Facebook Ads and Display Ads CTR's are based on benchmarks for the travel & hospitality industry.
Conversion rate is based on the average conversion rate of websites in the travel & hospitality industry.
Average buy is based on an average of 2 people coming to the restaurant and each consuming 25 euros per person as we are dealing with tourists who have a higher budget.
Loyalty rate is 0% since tourists won't come back to our restaurants a 2nd time.
WoM rate is 15 euros, based on 10% of the clients that will recommend the restaurant to 3 of their friends that would also consume an average of 50 euros.
The CPC rates are based on industry benchmarks for the travel and hospitality industry.
SEO costs are based on industry benchmarks for small businesses.
ASSUMPTIONS

2019
January February March Campaign Budget
Expenses
Website € 200.00 € 10.00 € 10.00 € 220.00
Video € 300.00 € 300.00 € 300.00 € 900.00
Graphic Design € 100.00 € 100.00 € 100.00 € 300.00
SEO € 99.00 € 99.00 € 99.00 € 297.00
SEM (Google AdWords) € 500.00 € 500.00 € 500.00 € 1,500.00
Instagram Ads € 300.00 € 300.00 € 300.00 € 900.00
Facebook Ads € 150.00 € 150.00 € 150.00 € 450.00
Display Ads € 150.00 € 150.00 € 150.00 € 450.00
Total expenses € 1,799.00 € 1,609.00 € 1,609.00 € 5,017.00
Direct Revenues € 4,544.39 € 4,544.39 € 4,544.39
Incremental Value € 1,363.32 € 1,363.32 € 1,363.32
Total Value € 5,907.70 € 5,907.70 € 5,907.70
Total Expenses and Revenues

Yaneisha Pérez Emile Cras
Niko Beranek
Neşe Çaykenarı Seonghyeok Suh
Carmen HermosoFederico Biazzo
DESIGNING THE FUTURE OF DIGITAL MARKETING

References
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November 2018]
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References
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https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3257659/ [Accessed 24 November 2018]
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