Digital Marketing Communications Strategy for The Butler's Pantry, Dublin

Digital Marketing Strategy MKT 40900 - University College Dublin

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Executive Summary
The Butler’s Pantry, a network of 10 shops based in up-market Dublin suburbs, is seeking to
attract a new market segment, the 25 – 45 year old ABC1 Dublin male and female consumer,
while retaining its relatively loyal 45+-customer base.
Its current product offering is a combination of premium quality ready meals and bakery
products with just 1% of sales coming from online purchases.
The marketplace is highly competitive. At the lower price range, supermarkets are offering a
wide range of ready meals while at the upper end, there are a number of more competitors with
a more appealing offering for the new target market, in particular, Donnybrook Fair.
In this report, we focus on digital marketing strategies to achieve four objectives:
• Increase awareness and customer acquisition and sales in the new target market;
• Reposition the brand to reflect more clearly the health and dietary value of the
products, emphasizing the artisan nature of the business
• Increase online and in-shop sales through higher customer engagement and specific
calls to action;
• Build sales in B2B and B2C channels, integrating brand communications across all
digital touch points.
Our main pillars to improve acquisition, engagement and sales is through greater engagement
with the local community, increased ecommerce through more compelling online offers and
increased online engagement via relevant social media and other digital marketing tools. The
business objective is to increase sales by 8% in 6 months, from June to December 2014,
supported by a budget of €100,000.
While we have made some suggestions to increase The Butler’s Pantry distribution channel,
including sales via other retail outlets and outdoor events, the focus of this report is the
activation of a digital strategy. The strategy for the wider marketing mix, including, branding
(name and logo), pricing, product ranges, are outside the scope of this study.

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Table of Contents
Executive Summary!..........................................................................................................!1!
Company overview!...........................................................................................................!7!
Market analysis!................................................................................................................!8!
Competitive analysis!...................................................................................................................!8!
Digital Footprint!.........................................................................................................................!9!
The Food Service Sector – a Quick Overview!...........................................................................!11!
Trends worth Tracking!.............................................................................................................!11!
Unique selling points of the services offered!.............................................................................!14!
TOWS!.......................................................................................................................................!15!
BUSINESS OBJECTIVES AND DIGITAL GOALS!...............................................................!16!
Business Objectives!.......................................................................................................................!16!
Digital Objectives!..........................................................................................................................!16!
Current and potential customers!..............................................................................................!17!
New Product Initiatives!............................................................................................................!18!
Market Positioning!...................................................................................................................!21!
Positioning Map!........................................................................................................................!22!
Buyer Personas!.........................................................................................................................!23!
Mapping buyer personas to digital channels!............................................................................!26!
Current Marketing!...................................................................................................................!27!
Website strategy!.............................................................................................................!28!
Opening The Butler’s Pantry eCommerce doors!...........................................................!34!
The New Marketing Paradigm for The Butler’s Pantry – Converged Media!..........................!37!
Digital Advertising Strategy!...........................................................................................!38!
Overview!...................................................................................................................................!38!
Display Advertising!...................................................................................................................!38!
Pay Per Click Advertising!.........................................................................................................!38!
Remarketing Advertising!..........................................................................................................!39!
Proposed Social Media Strategy!.....................................................................................!40!
Facebook Strategy!....................................................................................................................!40!
Editorial calendar!.....................................................................................................................!41!
Digital objectives and KPI’s!.....................................................................................................!42!
KPI’s!.............................................................................................................................................!42!
Facebook advertising!................................................................................................................!43!
Twitter Strategy!........................................................................................................................!44!
Editorial Calendar!.........................................................................................................................!45!
KPI’s!.............................................................................................................................................!46!
Twitter advertising!........................................................................................................................!47!
Instagram!..................................................................................................................................!48!
Recommended Themes!.................................................................................................................!48!
Instragram competitions!................................................................................................................!49!

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The Butler’s Pantry Blog!..........................................................................................................!50!
Table 19: Sample Blog Topics!......................................................................................................!51!
Improve Impact of Blog by adding Google Rich Snippets!............................................................!52!
Optimising for Rich Snippets!........................................................................................................!52!
Optimising for SEO!.......................................................................................................................!53!
Distribution of Blog!.......................................................................................................................!55!
LinkedIn Strategy!.....................................................................................................................!57!
Email marketing!.............................................................................................................!59!
KPI's for email marketing!..............................................................................................................!60!
YouTube Strategy!...........................................................................................................!61!
Editorial Calander!....................................................................................................................!61!
KPI’s!.........................................................................................................................................!62!
YouTube Advertising!................................................................................................................!62!
Overall budget!................................................................................................................!63!
Implementation plan!......................................................................................................!64!
BIBLIOGRAPHY!..........................................................................................................!66!
APPENDIX I!..................................................................................................................!68!
APPENDIX II!.................................................................................................................!69!
APPENDIX III!...............................................................................................................!74!
APPENDIX IV!................................................................................................................!83!

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List of Tables
Table 1: Siginificant consumer Food Trend for The Butler’s Pantry 11
Table 2: TWOS analysis of the Butler’s Pantry 14
Table 3: Current and potential customers 16
Table 4: New Product Initiatives 17
Table 5: Ecommerce 18
Table 6: Mapping Buyer Person’s to Digital Channels 26
Table 7: Current Marketing 27
Table 8: Website SEO 32
Table 9: Digital Advertising Budget 39
Table 10: Editorial Calendar 41
Table 11: KPI’s 42
Table 12: Facebook Advertising Budget 43
Table 13: Twitter Editorial Calendar 45
Table 14: Twitter KPI’s 46
Table 15: Twitter Advertising Budget 47
Table 16: Instagram Themes 48
Table 17: Instagram Competition Ideas 49
Table 18: Blog Content 50
Table 19: Sample Blog Topics 51
Table 20: Optimisin for Rich Snippets 52
Table 21: Optimising for SEO 53
Table 22: YouTube Edititorial Calendar 61
Table 23: Overall budget 63
Table 24: Implementation plan 65
Table 25: Original review of competitors and star ratings 68
Table 26: Brand positioning and coherence 69

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Table 27: Google Adwords Ad group 1 – Quick & Ready Made Meals 74
Table 28: Google Adwords Ad group 2 – Healthily Eating & Recipes 75
Table 29: Google Adwords Ad group 3 – Food Delivery 79
Table 30: Google Adwords Ad group 4 – Catering 80

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List of Figures
Figure 1: The Butler’s Pantry Competitor Analysis 7
Figure 2: Comparison of Butler’s Pantry Competitors Online and Social Media experience
8
Figure 3: Reference model: Model of Ecommerce Website Quality Evaluation 9
Figure 4: Emotive Images essential to drive engagement 12
Figure 5: Food Service Trends 12
Figure 6: Brand positioning Map 21
Figure 7: Paid, owned, earned and shared media 27
Figure 8: Website strategy 28
Figure 9: Website Strategy 29
Figure 13: E-commerce 35
Figure 14: E-commerce 36
Figure 15: The New Marketing Paradigm for The Butler’s Pantry Coverged Media
37
Figure 16: Sample Instagram Competition 49
Figure 17: Linkedin advertising 58
Figure 18: Email Marketing 59
Figure 19: Sample Google Adwords Campaign Copy 83

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Company overview
The Butler’s Pantry is a network of premium Irish food stores located across County Dublin. It
currently has 10 branches with the flagship branch located in Castleknock, opened in May
2013. Other branches are located in local communities such as Donnybrook, Sandymount,
Rathgar, Clontarf, Blanchardstown, Bray and Greystones.
The Butler’s Pantry offers high quality home-style food that is prepared by qualified chefs
from fresh artisan ingredients. The product range has a short shelf life as it is freshly prepared
and is free of preservatives.
Founded in 1987 by Eileen Bergin, the brand has strong recognition among ABC1 customers,
aged 45+, typically people with good income that don’t have time to cook and prefer the
quality of home-style food.
The brand name and food offering has become dated and is facing strong competition from
supermarkets such as M&S which offer premium prepared dishes at very competitive prices.
Newer, more exciting outlets such as Donnybrook Fair are also offering artisans prepared
foods. The Butler’s Pantry is seeking to rebrand itself to appeal to a younger demographic (25
– 45 y/o) and is looking for new channels and products to attract the new customer base.
At the moment, The Butler’s Pantry food offering consists from ready-made meals, purchased
directly in the shops and food catering for corporate business and for personal events (15% of
revenue). Online sales of hampers at just 1% of turnover are also under-performing.
In our Market Analysis, we look examine the market potential and company capabilities to
identify a growth strategy for the organization.

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Market analysis
Competitive analysis
There is no single food company in Ireland competing directly with The Butler’s Pantry in
terms of retail outlets, range of quality pre-cooked dishes, confectionery and bread products.
However, there are competitors that are performing well in each of these areas. Avoca has a
national reputation for excellent food but is not positioned as a solution for time-pressed
customers to pick up food on their way to and from work. Donnybrook Fair competes in the
artisan food space as well as food on the go, appealing in particular to the younger market. KC
Peaches is a smaller competitor, competing for food on the go for office workers. The Happy
Pear is a strong competitor in the organic and artisan food market. It is by far the strongest
performer in digital marketing. Meal deals in supermarkets, particularly M&S and Tesco’s
Finest range, are also competing for the dining in experience.
In our Competitor Analysis, we are using Kim & Mauborgne’s Value Curve (1997) to
compare the performance of the core competitors against the elements that make up The
Butler’s Pantry Value Proposition in respect of the new target market of the young, urban and
relatively affluent consumer.
Figure 4: The Butler’s Pantry Competitor Analysis
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Butler's!Pantry!
Avoca!
Donnybrook!
Fair!
KC!Peaches!

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The supermarkets, in particular, Marks & Spencer’s, SuperValu and Tesco’s Finest are also
competing with The Butler’s Pantry in the ready-meal space with M&S providing the most
direct competition in terms of its strong association with high food quality. The Butler’s
Pantry has, to date, not created a clear enough positioning to help its brand stand out in an ever
more crowded market.
Digital Footprint
As the main thrust of this campaign will be based on digital marketing, we pay special
atention to the consumer’s online experience, using the e-Commerce website quality assurance
evaluation proposed by Parasuraman et al (2007), Qin et al (2008) and Khurana (2013) we
have listed 5 factors to compare competitor website performance. In addition, we compare the
performance of each of the competitors’ social media presence and consumer engagement.
Figure 5: Comparison of Butler’s Pantry Competitors Online and Social Media
experience

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Figure 6: Reference model: Model of Ecommerce Website Quality Evaluation

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The Food Service Sector – a Quick Overview
The food service sector, valued at €6.07 billion, is emerging from decline and will grow over the next
five years (Bord Bia, 2013). The café sector, together with food served in pubs, represents the second
highest share of the market, at 32% is worth almost €2 bn and growing, while the fastest growing
sector remains the quick service restaurants at 37%. International trends (Café Bakery Trends, 2011)
indicate that café bakeries are one of the fastest growing fast casual sectors in the US and UK,
particularly for cafes that serve baked products, such as breads and confectionary.
Café Nerro is to spend €20 million opening 40 shops over the next four years in Ireland, opening on
average ten per year. This UK chain will compete directly with The Butler’s Pantry to win the young,
urban consumer (Irish Foodservice Newsletter, April 2014).
Trends worth Tracking
Top 7 Relevant Food Service Facts for The Butler’s Pantry
1. Lunch market: Only 16% of at work consumers buy lunch to bring back to the office.
2. Average lunch spend is €6.24, with 40% consuming sandwiches. Majority bring in lunch from
home.
3. Key drivers of lunch time choice are budget, ingredients and calories.
4. For take away meals, in 2013 only 2% of consumers went to a premium fast food outlet, such as The
Butler’s Pantry, on a weekly basis, down from 7% in 2009.
5. Some 26% of consumers claimed to buy ‘meal deals’ in supermarkets instead of going to
restaurants.
6. Superfoods perform well in terms of digital buzz created by food bloggers, however only 4% of
consumers actively seek out superfood ingredients.
7. By comparison, buying local is much more motivational, with 70% saying it was either very or quite
important.

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Global Food Trends
An Bord Bia identifies six global consumer trends (Consumer Lifestyle Trends, 2012) that drive
consumer choice. Three of these major trends are of significance to The Butler’s Pantry.
Table 7: Siginificant consumer Food Trend for The Butler’s Pantry

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Figure 4: Emotive Images essential to drive engagement
Figure 5: Food Service Trends
To Emotive images appeal to the trend hungry, young urban consumer, The Butler’s Pantry
will have to become a food trend spotter. Food trends typically last 12 – 18 months so to be
seen as a leader in this field, The Butler’s Pantry can blog about trends, their merits and
thereby become more visible under new search terms while demonstrating their food
knowledge. By posting a picture on Instagram and Facebook of a dish with the hashtag of one
or more of the food trend terms, then tweeting and driving traffic to a blog, The Butler’s
Pantry can drive up traffic in its target market.
Trendy food searches:
Paleo
Free from…. Dairy free, gluten free
Vegan
Organic
Detox

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Unique selling points of the services offered
The Butler’s Pantry offers a wide range of products that are selling to their customers. In order
to formulate a proper strategy, we have to identify the unique benefits or selling points of the
brand. The Butler’s Pantry main selling points are:
• Artisan ingredients used in the preparation of the food
• Home style preparation of the food (cooking)
• 10 stores located in the relatively wealthy Dublin suburbs
• Ability to accommodate any type of event (catering for private and corporate
business)
• Short shelf life (no use of the gas flushing comparing to their competitors)
• Selling handcrafted food
• Dedicated staff makes a difference in customer experience
• Supporting local communities
• Working with great quality respected Irish suppliers

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TOWS
Using a TOWS analysis, we can – in one matrix – capture the key strengths, weaknesses,
opportunities and threats and create strategies to leverage Butler’s strengths, while minimizing
its challenges. This will, in turn, help us to identify the best growth strategy for the business.
Table 8: TWOS analysis of the Butler’s Pantry
The Butler’s pantry has two strategic tasks:
1. Offensive strategy – to capture market share in the new target market of younger
consumers who are more digitally active;
2. Defensive strategy - create a distinct and compelling positioning strategy that sets it
apart from the very crowded competitive market.

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BUSINESS OBJECTIVES AND DIGITAL GOALS
Business Objectives
• From June-December 2014 increase overall sales by 8% by targeting an additional
substantial segment, the younger 25-45 consumers. While all our strategies bring benefits
to the whole business, we are focusing our main online and offline activities to attract this
new segment.
• Build brand awareness and local sales through community engagement
• Increase ecommerce activity to drive online orders, in particular, dine in offers and special
occasion offers.
• Increase B2B and B2C sales through out of store catering events to reach 10% of total
sales.
• Introduce additional channel of distribution via select Dublin-based SuperValu outlets.
Digital Objectives
• To increase online sales from the current 1% of sales to 10% of sales by December 2014.
• To provide a user friendly website experience by improving the design, functionality and
content of the website.
• To create an effective ecommerce shopping experience that leads to sales conversions.
• To provide greater consumer engagement by increasing channels of communication,
through blogging, e-mail marketing and social media activity.

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Current and potential customers
Through a highly focused digital marketing strategy, the Butler’s Pantry will be able to re-
configure its revenue model to generate more catering and online sales. In this report, we
demonstrate how each of these goals can be achieved.
Table 9: Current and potential customers
Goal in terms of increase in total revenue from the start of the campaign for the next six
months: 8% uplift in sales based on additional revenue from increased footfall driven by better
optimized marketing programs, improved online and catering sales.

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New Product Initiatives
1. New Product Initiatives
a. Community
We recommend that further efforts be made to build on The Butler’s Pantry’s role
within the community. We recommend that in store events and online promotions
are organized to get the whole community involved and encouraged to visit the
shops or purchase online. Examples of such events are as:
Table 10: New Product Initiatives

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b. Own brand coffee capsules
In October 2013 the Nespresso European patent on coffee capsules lapsed. From
some focus groups and surveys we undertook the majority of Nespresso coffee
capsule users loved the convenience of the capsules but found it inconvenient to
purchase in bulk online or to visit the Grafton Street store. Nespresso customers
also find that the quality of the coffee to be poor. We believe that there is an
opportunity for The Butler’s Pantry to supply high quality coffee in capsules for
consumers. Customers can either purchase in store or online and collect from the
store or have them delivered to their homes. We recommend an ecommerce
monthly subscription model such as Craft Coffee, Mistobox or Tonx in the USA.
This will be more convenient for customers and ensure a regular flow of income
for The Butler’s Pantry. Flavors, the convenience and customer feedback with be
fed online, along with Google search and display adverts.
c. Ecommerce
To expand on the ecommerce business we recommend adding the following
product offerings and heavily promote them online.
Table 11: Ecommerce

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d. Business to Business
The Butler’s Pantry caters fantastically for private domestic parties such as
Christenings. There is opportunity to cater for small corporate meetings and
conferences, proving lunches, snacks, teas and coffees directly to the meetings.
There is also an opportunity to deliver lunches to offices within the locality of the
10 The Butler’s Pantry stores or to cater for the canteens in these offices. The
primary online methods to promote these services will be via LinkedIn, blogs and
direct mail.

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Market Positioning
Over the last 10 years it is clear that The Butler’s Pantry brand and market position has
suffered as a result of new competitors entering the market place and the economic downturn
which occurred in 2007. Over time we have seen variations in the marketplace and product
offerings develop which has further eroded The Butler’s Pantry brand due to a lack of
innovation from their offering.
Originally The Butler’s Pantry brand would have been a sign of premium quality food which a
consumer can take home, reheat and consume in their own time for a fraction of what it would
cost to go for a meal of apparent similar quality in a restaurant. However alongside the
introduction of retailer’s own brand offerings, the perception of The Butler’s Pantry has
shifted from a cost effective solution to going out for a meal in a restaurant to an expensive
ready meal alternative. The key issue here is a lack of communication to establish the
personality of the brand and drive awareness of the superior quality ingredients and
preparation which goes into every dish.
Separate to the arrival of low budget ready meals other retailers such as Avoca and
Donnybrook Fair have also entered the market and established a strong brand alongside a
range of premium product offerings. The key takeaway from these premium retailers is the
level of success they have experienced with their other products. Donnybrook Fair have firmly
established themselves as suppliers of great quality meats from their butchers counter,
premium coffee baristas and a seller of fine wines and champagnes in some stores. Similarly
Avoca have also introduced other brands and food manufacturers such as Poulet Bonne
Femme which have proved to be incredibly popular and an effective way of bringing in
customers to try their own branded products and meals.
For The Butler’s Pantry they appear to have done little to widen their core offering for their
customers. While they still have established products such as their ready meals and their
bakery they have not been as successful when introducing new products such as their ready-
made sandwiches and soups as the same business model does not apply in this much more
competitive market.

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Positioning Map
Figure 6: Brand positioning Map

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Buyer Personas
Buyer personas are three dimensional market segment profiles that help to clarify the
demographic, psychographic and need states of different types of consumers as well as their
media habits. This in turn helps us select value propositions and communicate motivating
messages through relevant channels for each persona.
Meet Lesley Yummy-Mummy!
Lesley is 32 years old married mum with one child, who is living in Sandymount and is very
busy with her career as an accountant. She is trying to balance her life career with her family.
She loves good quality food but lately she has no time for cooking. She is aware of the brand,
but doesn’t visit The Butler’s Pantry, as she doesn’t really know what they are offering.
Lesley spends a lot of time online (medium internet user – about 5 hours per day). She is very
active on Facebook and Twitter for updates and has a profile on LinkedIn for work. She uses
Pinterest, but doesn’t have an Instagram account. Google+ is another platform that she likes to
use.
Lesley’s life motto: Hoping, inspiring, believing!
The Butler’s Pantry value proposition for Lesley: The Butler’s Pantry is offering premium
quality food for you and your family, a nutritrious alternative and handcrafted alternative to
home cooking – perfect when you’re really tired and want to give yourself a small treat.

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Meet Brian GoodLife!
Brian is young IT worker, who loves good food, without having to cook it himself. He is 28
years old and is still living with his parents in Bray. He likes good quality brands and drives a
BMW. He likes to stay fit and runs regularly. His parents go to The Butler’s Pantry, but he
doesn’t. He likes their food, but is looking for broader offering on the go. He is heavy Internet
user (up to 8 hours per day) and is present on all social media channels. His favorite social
medium is Twitter and he tweets almost all the time. Instagram is another platform that he
prefers. He answers his emails instantly.
Brian’s life motto: Struggle you feel today will offer you strength tomorrow!
The Butler’s Pantry value proposition for Brian: The Butler’s Pantry is offering healthy,
high performance, nutritious food that will keep you going all day for a very reasonable price!

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Meet Trish Techco
Trish works for an international software company, based in the Grand Canal dock area. The
company prides itself on looking after its employees, making sure they have a great working
environment. Her company has a top quality in-house cafe for its staff, with free coffee on the
go all day and heavily subsidised meals and snacks. Many of the staff are under 35 and like to
lead healthy lifestyles. It is also a multicultural team, so Trish has to ensure that all food
served is suitable for different cultures and preferences.
Every Friday they invite different premium caterers to come in and provide a fresh and
exciting hot and cold menu for the staff. Sometimes they are celebrating international
holidays, such as the 4th of July or Bastille Day. She is always on the lookout for something
new and exciting but is vigilant about only working with companies that have a strong quality
ethos. Even better if the company has some funky food ideas. Price isn’t her first priority but it
is a factor in her choice. For her, she wants a company that can come in and fit in with the
cool culture her company likes to create. She is a high internet user and wants a company that
looks as good online as it does in reality.
Trish’s life motto: Be brief, be bright, and be gone!
Butler’s Pantry value proposition for Trish: Butler’s Pantry can offer the big food
experience, Irish ingredients served in a contemporary and surprising style. Our sourcing is
ethical and completely transparent. Our experience in catering means you don’t need any!

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Mapping buyer personas to digital channels
Table below shows relevant digital channels for each of our buyer personas. It is extremely
important to target effectively and not waste resources on the channels that are not relevant to
the buyer persona.
Table 12: Mapping Buyer Person’s to Digital Channels

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Current Marketing
Figure 7: Paid, owned, earned and shared media
Table 7: Current Marketing

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Website strategy
There are many reasons why a business should have a presence online: For the brand
awareness, the accessibility or even for driving more sales. And probably for all these reasons,
The Butler’s Pantry have invested some time and money to have a website that represents the
brand and the different shops located in Dublin. The issue is that after couple of minutes on
their website, we are actually wondering what they are trying to achieve. Is it to sell more
products via their e-commerce, is it showcasing the different meals that they are selling, or
maybe communicating on all the new offers that are happening at the moment. If we are
looking at their analytics account, we can notice that they have only 37% of returning visitors
on their website. We would expect a number close to 50%, which means that most of visitors
don’t feel the need to come back on their site. This could be because of the content, navigation
or the products that they sell.
Figure 8: Website strategy
Pulling numbers from Analytics again, visitors coming from mobile represents 27% of their
visitors and will logically goes up following the actual trend. We will need a website
responsive.

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Figure 9: Website Strategy
If we take the 10 most visited pages to understand what people are looking for, we have:
E The menu page containing the menu (/food-for-now-landing)
o People want to know what they are selling
E Contact us page
o People want to contact them or know where the shops are
- Food for entertaining
People want to know what they are selling
E Food for entertaining for communion
People want to know what they can do for events like communions
E Food ethos
o People want to know who they are and what are their values.
In conclusion: Considering that most of people are coming through branded keywords, this
data is confirming that visitors want to know more details about the products and services they
are selling (Big opportunity for the e-commerce), as well as information about who they are,
what are theirs values and how can we reach out to them.
Last piece of data, let’s have a look on terms that people are searching for via the search bar in
the website.

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These are extremely low numbers compared to the total number of visits but it confirms our
idea of people who want to know more about what they are selling, especially around special
family events with cakes and food like this.
Considering all this data that we gathered together, here is what we suggest:
The website should have one main focus: Converting people. Driving them to the items that
they are looking for and make them pay on the website. Ideally, we should integrate the
website and the e-commerce section together to avoid any “cut” in the sales process. We
presume for some technical reasons, it won’t unfortunately happen on the Butler website.
Considering this, here is the new structure:

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From the home page, we should have access to:
E “Our food” sold in the shop ordered by type. Small image, small description, a price
and link to buy it (or pointing to the right page in the ecommerce site).
E “Special events” should be divided in 3 sections: Family, friends and
corporate/Business. Then, in each section, we will have the listing of the
services/products sold including photo, description and price. Order it directly should
be possible.
E “Order online” Should point directly to the e-commerce section. If the integration in
one platform were possible, this link would not exist.
E “Our passion” should be a page dedicated to Butler’s Pantry. Their history, their value,
their team, their story…. With a CTA like contact us pointing to the contact page.
E “What’s on” should be a link to the blog where they are writing on a regular basis
articles about what is going on in the different shops, with their community, their new
offers/products…
E The “Contact us” should point directly to a page including a form to send them a
message as well as the address of all the shops located all across Dublin.

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On the home page, we kept the design considering that the photos are definitely very relevant
and high quality. We have just re-structured the navigation, moving the high-conversion items
of the navigation to the left (human watch from left to right). The bottom pods are now
focused also on conversion with 2 links pointing to the product section and 2 links pointing to
the blog and the community, which are quite important too especially for customer retention.
Our last offer will be highlighted in the spotlight area with a link pointing directly to the e-
commerce section.
In terms of A/B testing, we should definitely test the home page, trying different type of offer,
different type of CTA, different photos. The metrics would be CTR as well as converted
visitors.
On a SEO perspective, we will focus the website on branded keywords to keep our traffic
coming in. The blog will be focus on non-branded keywords by creating content focused on
topics like recipes, events.
Here are the recommendations of title and description for each of the main categories:
Table 8: Website SEO

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Final point, to make sure our website is performing well, we willtrack specific KPIs:
E Traffic: Traffic will be key in our strategy and will be a good indicator of our
awareness level
E Website conversion: How many people are converting compared to number of people
who visit the website.
E How much money do we make through the website. At the end of the day, this is the
most important one.
E Time spent on the site and number of pages visited: Good indicator of our website
agronomy.

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Opening The Butler’s Pantry eCommerce doors
As already highlighted in our strategy we believe that there is a clear opportunity to expand
the product offering online and increase sales through the online store. At the moment there is
a distinct shortage of products available to purchase online via The Butler’s Pantry website.
By expanding this product offering we plan to attract more customers to The Butler’s Pantry
website and also engage more with those customers. New product offerings will include the
availability of The Butler’s Pantry branded coffee capsules, the ability to purchase ready
meals, along with daily and weekly specials.
Alongside the inclusion of a new set of products which consumers will be able to buy online
and get delivered to their home or collect from their nearest store there are a number of
changes which we feel must be made to the ecommerce section of The Butler’s Pantry website
in order to make it a smooth and hassle free experience for customers when buying online.
The two core areas we are recommend changes be made are in the checkout experience and
the navigational menus.
From a checkout perspective we believe that the current ecommerce store needs to be
redesigned so that it is a cohesive and uniform customer journey from browsing to checkout.
We have identified the following elements to change in order to refine the checkout process:
1. Include ADD TO CART button below all products listed on a product category page
without the rollover effect. (See below for mock-up outlining proposed changes.)
2. Reposition the ADD TO CART and ENQUIRE buttons to sit at the top of the product
3. Listing page and also use a different colour for each button in order to allow customers to
easily differentiate between each option. (See below for mock-up outlining proposed
changes.)
4. Improve styling of the item description on product listing page.
5. Integrate a different credit card processing system i.e. Stripe.

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Overall the navigation system currently in place on The Butler Pantry store is confusing and
difficult to use. We recommend that the expandable menu system currently in place be
replaced by a more straightforward dropdown to list the different procut categories. Also as
we add new products to the site it will become very important that users are able to access
popular items in as few clicks as possible. For this reason we will included a number of
popular products/special deals to the homepage of The Butler’s Pantry store so that a user can
find what they are looking for as quickly as possible.
Figure 13: E-commerce

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The New Marketing Paradigm for The Butler’s Pantry – Converged Media
“Marketers are now required to develop scale and expertise in owned and earned media to
drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers,
develop reach, achieve authenticity, and cut through clutter.” (Lieb et al, 2012) In our
marketing strategy for The Butler’s Pantry, we are recognising that new and existing
customers will experience the brand through combinations of owned, paid and earned media.
Through co-ordinating closely both traditional and digital activities and tactics, we will align
the brand across every customer touch-point.
Figure 15: The New Marketing Paradigm for The Butler’s Pantry Coverged Media
In our strategy we are recognising the convergence between the various social channels and co-
ordinating campaigns across multiple channels, as this is how the customer will experience The
Butler’s Pantry brand. A recipe (owned) promoted via social media platforms will generate earned
media through sharing and improved SEO performance.

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Digital Advertising Strategy
Overview
Online digital advertising will serve 3 purposes in this digital strategy.
1. To raise awareness of the revamped website and online store offering.
2. To bring The Butler’s Pantry to the top of SERPs for users in their search for food online.
3. To retarget and re-engage with users who have already visited The Butler’s Pantry
website.
Display Advertising
In order to raise awareness we are recommending a series of display advertising campaign on
high profile Irish based placements. By association this will help improve the Butler’s Pantry
brand and should also deliver a high click through based on relevance. We feel that websites
such as Her.ie, Eumom and The Daily Edge will serve as the perfect base to drive appropriate
traffic to The Butler’s Pantry website. By using display ads such as leader boards we can
utilise The Butler’s Pantry’s assets to attract traffic, which in this situation is, it’s food. By
including images of their products we will be able to display one of the core brand values,
which is fresh food, made everyday.
Pay Per Click Advertising
At a PPC level we will focus on a select number of keywords as listed in Appendix X to drive
targeted traffic to The Butler’s Pantry website. Upon analysis of The Butler’s Pantry Google
Analytics account we can see that between January 1st
2014 April 30th
2014 44 out of the 50
most used keywords involve the term Butler’s Pantry in some format. Currently there does not
appear to be bidding on Butler’s Pantry related searches. For this reason we are
recommending a series of PPC campaigns which will focus on a set amount of keywords
which have no relevance to the words The Butler’s Pantry. While this is likely to be an
expensive campaign at the start costs should lower overtime as our quality score improves due
to the additional products which will be added to the store and the blog posts which we plan to
publish. For a full list of adgroups, keywords and our proposed key performance indicators
please see Appendixes III towards the end of the report.

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We also recommend that a portion of the PPC campaign budget is allocated to allow us to run
a series of ads to target catering related searches. For this campaign we will focus on the
keywords catering and caterers along with a number of phrase match variations which users
may use when searching for catering. This should help us increase awareness of the office
catering offering and increase sales for all catering offerings online and in-store.
In terms of campaign duration we envision the PPC campaign to last 6 months with a daily
spend of €50. We will then allocate an additional €500 to be used at a later stage to support
specific business objectives such as the Friday Meal Deals. With this budget we expect to
receive 800 ad impressions a day with an estimated 17 clicks per day giving a click-through
rate of 2.1%. This will give us roughly 144,000 ad impressions and just over 3,000 clicks over
the course of the 6-month campaign.
For sample campaign ads please see Appendix IV.
Remarketing Advertising
As The Butler’s Pantry website evolves and products begin to ship we will also create a
remarketing list for user who have access The Butler’s Pantry online store and have viewed
products. Via the Google Display Network we will then be able to retarget visitors in order to
bring them back to The Butler’s Pantry website and to entice them with the latest deals and
special offers available.
Table 9: Digital Advertising Budget
Digital Advertising Budget (6 months)
DISPLAY AD MEDIA SPEND €4000
PPC PLANNING €500
PPC AD MEDIA SPEND €9500
REMARKETING MEDIA SPEND €1000

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Proposed Social Media Strategy
Facebook Strategy
Facebook serves as primary source of connecting customers to the brand and making the
brand more personal and engaging (serves as online customer service). In order to have a full
digital strategy, The Butler’s Pantry will need to focus its marketing activities on developing
community feeling with its local communities through engaging activities and events like
baking pancakes in The Butler’s Pantry on Pancakes day, decorating eggs on Easter, carving
pumpkins on Halloween and decking the halls on Christmas and promoting these on
Facebook.
As well The Butler’s Pantry should focus on promoting the whole product range with strong
visuals and storytelling about the brand and its key personnel to always make the brand more
personal and stand out. Facebook strategy should include as well the use of popular #hashtags
to increase the brand awareness and promote the brand through Facebook advertising
platform. It is proven that brand can increase the traffic to website through use of links on
Facebook advertising (Fitysocial media, 2013).
The Butler’s Pantry has currently 1524 likes and 10 retail shops around Dublin area.
Donnybrook Fair has 1955 likes KC Peaches has 3874 likes. It is important to change the
profile image for stronger visual of the ready-made meals (maybe a collage of the whole range
they are offering) and not the current image of bread – this image is not engaging. The same
applies for the Butler’s Pantry logo that is not in high quality and needs to be changed for
high-resolution version.
It is crucial to have links to internal pages of the website to achieve higher CTR and the text
shouldn’t be longer than 100 characters. Washenko (2012) suggests a use of historical photos
to memorize the milestones to get more engagement. Proposed editorial calendar below
should be followed to reach the best exposure and reach and promote the unique benefits of
the brand. Currently the brand primarily promotes the dessert range and the chocolate
products, completely ignoring the full range of products. It is important to have simple
effective images and use the right tone of voice to target the customers (in this case to target
Lesley and Brian). Facebook shouldn’t be used solely for sales objectives, this is secondary
objective. Hootsuite will be used for auto scheduling the posts to get the best exposure.

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Editorial calendar
Table 10: Editorial Calendar

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Digital objectives and KPI’s
KPI’s
We would need to set the key performance indicators for this channel in order to see if the
strategy is being successfully implemented. By using the RACE model (reach, act, convert,
engage), we will set relevant key performance indicators for each stage.
Table 11: KPI’s

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Facebook advertising
In order to achieve the KPIs given, part of the budget needs to be allocated for Facebook
advertising.
Table 12: Facebook Advertising Budget

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Twitter Strategy
According to Twitter (2014) more that 80% of the people that access Twitter access it though
mobile devices, that means that they are checking the news on the go and following their
popular brands and see what is trending every day. As well, 94% of twitter users research the
products or services they would like to buy through mobile and 56% is influenced by the
content on Twitter when deciding on their purchase. Based on these facts, it is essential to
have strong Twitter presence, follow the influencers in the market and let them share The
Butler’s Pantry news (one of the objectives should be to get the influencers to retweet your
business posts) and start a discussion.
The Butler’s Pantry currently has 1474 followers and Donnybrook Fair has 3830 (with the
new profile). Avoca has 13 800 followers. Huge opportunity arises from use of the new profile
form Twitter (Donnybrook fair & Avoca already have it). This is a must as strong visuals and
stronger impact is necessary and it can be done for free. As the big ideas is to engage with the
communities properly and support the new range of the combination packages, this will be
very well integrated in the timeline of the scheduled post and promoting it by offering free
samples to community and famous Irish influencers, which will be followed by The Butler’s
Pantry. Use of tweet deck is essential to see the conversations happening between the
customer and opportunities for real time engagements and precise targeting. Social Media
examiner (2010) suggests that by implementing Twitter elements to blog the traffic will
increase dramatically. Editorial content is critical to push out the content at the right time and
in order to support the ecommerce on the website. Use of Instagram images is natural
interlinking between the channels.

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Editorial Calendar
Table 13: Twitter Editorial Calendar

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KPI’s
As for every social media channel, we would again need to set of key performance indicators
for Twitter to monitor the investment and the digital objectives that we would like to achieve.
These KPI’s would need to be SMART (specific, measurable, achievable, realistic and time
related. Please see below Twitter KPI's.
Table 14: Twitter KPI’s

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Twitter advertising
In order to achieve the KPIs given, part of the budget needs to be allocated for Twitter
advertising.
Table 15: Twitter Advertising Budget

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Instagram
Food is highly photogenic, often referred to as ‘food porn’, successful food marketers such as
Donal Skehan, place huge emphasis on food images. According to research published by
Forbes, 40% of people respond better to images than plain text while 90% of information that
reaches the brain is visual – hence the rise in infographics. The image sharing platform,
Instagram, is an ideal tool as it is particularly followed by younger audiences, the target of the
Butler’s Pantry digital campaign.
Recommended Themes
Having reviewed sites of successful Instragramers, we recommend 5 themes:
Table 16: Instagram Themes

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Instragram competitions
Promote competitions of customers making particular recipes, drives Google+ratings,
community engagement and promotes interest in The Butler’s Pantry brand, while also fueling
content for all The Butler’s Pantry social media platforms.
Instagram Competition Example:
Figure 16: Sample Instagram Competition
Table 17: Instagram Competition Ideas

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The Butler’s Pantry Blog
The Butler’s Pantry needs to create a regular blog to achieve the following objectives:
• Increase brand awareness and engagement, especially among younger potential customers
• Improve digital footprint through SEO, plus links between blog and social media
platforms
• Generate leads for eCommerce as well as shop visits
Table 18: Blog Content

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Table 19: Sample Blog Topics

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Improve Impact of Blog by adding Google Rich Snippets
The Butler’s Pantry currently has a relatively low SEO performance. One way to improve the
visibility of PB’s Blogs is to use Google Rich Snippets which will enable extra details to be
displayed in the SERPs such as author information, pictures, video clips and review ratings.
All of these are highly relevant and motivating for a food-related blog. Pictures of recipes also
work well.
Optimising for Rich Snippets
We recommend the following rich snippets:
Table 20: Optimisin for Rich Snippets
The webmaster tool http://www.google.com/webmasters/tools/richsnippets can be used to test
the functionality of rich snippets before posting a blog.

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Optimising for SEO
Table 21: Optimising for SEO

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Sample BLOG
5 Tips for a Stress-Free Holy Communion Party (title)
By Jacquie Marsh
Get lots of Communion Party plan ahead menus to help you cater for a crowd (meta tag)
Are you planning a Communion party? Easy entertaining at home is what you your guests want, so
let theButler’spantry.ie share our top 5 Tips to help you prepare ahead for your Communion Party. We give
you lots of plan ahead party menu ideas to help you cater for a crowd and offer some thoughts and ideas that
will make planning your party a little bit easier and a lot more fun!
#1 Start Party Planning Early
As soon as you have your date, you should start your planning, particularly if there are a lot of children making
First Holy Communion on the same day in your area. If you decide to use outside caterers, then these will need
to be booked well in advance. A party check list and a budget is usually the best idea. The items to consider and
budget for would include:Number of guests – close family or for the bigger event friends, family, classmates
• Catering – buffet or sit down meal? Will you cook / get party catered?
• Invitations
• Decorations
• Entertainment and activities
#2 The Food
• Get caterers for your main dish – ask friends for recommendations and book early, so you can relax and
enjoy the day. The Butler’s Pantry has prepared a special Holy Communion Party menu.
• If you are a great cook and want to cater yourself keep it simple. Watch our special video tips for
catering for a crowd.
• Ask for help and do as much as you can before the day. You could ask family or friends to bring
desserts and salads.
#3 Tableware & Decorations

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For a truly stress-free day, why not use disposable tableware? No more worry about having enough cutlery and
plates! When the party is over, your work is done. No washup! For decorations, balloons are a must but you can
also create a sophisticated look by colour theming your party. It’s easy and cheap when you simply decide on
two colours and then follow through with your balloons, napkins and flowers.
#4 Back Up Plans for Irish Weather!
It may be the nearly summertime, but the weather is always a little unpredictable. A Gazebo or covered area in
the garden can add to the party atmosphere and keep your guests dry!
#5 Have some fun!
A pinata can be great fun and will keep the children, and adults, happy. The Butler’spantry.ie have a lovely
range of pinatas online.
Enjoy the party – it’s a special day for you too as the parent!
To find your local The Butler’s Pantry, check out theButler’spantry.ie/locations.
Did you like this article? Why not share it with your friends!
Distribution of Blog
Using Wordpress Sharing option to distribute blog via Facebook, Twitter, Pinterest, LinkedIn
and Google+. After initial launch of blog, tweet, post of Facebook and write a short piece for
LinkedIn, post recipes on Pinterest and gather ratings for recipes for Google+. Post photos and
hashtag #HolyCommunion #partyfood, #catering #BudgetRecipes, #Partyonabudget on
Instagram.
Identify food bloggers through channels such as www.irishfoodbloggers.com

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Examples of Food Blogger relevant for The Butler’s Pantry include:
Dinner du Jour - kristin@dinnerdujour.org
Kristen Jensen, Belpatrick, Smarmore, Ardee, Co. Louth.
English Mum - englishtowers@gmail.com
- Becky Wiggins, Knocktemple, Virginia, Cavan
Gluttony for Beginners – gluttonyforbeginners@gmail.com
Annette Lindsay, Gladree, Belmullet, Co. Mayo.
Greatfood.ie
akennedy@greatfood.ie – Anne Kennedy
icanhascook.wordpress.com – Aoife McElwain (foodie news – Irish Indo magazine – on
her Blog are lists of food bloggers). 086 089 2769 – aoifemcelwain@gmail.com
Ice Cream Ireland - kieran@icecreamireland.com < kieran@icecreamireland.com>

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LinkedIn Strategy
According to Cheryl Connor (2013) LinkedIn is an excellent channel to use for sales
reinforcement. As Forbes (2013) states that 38.5% people who have profile on LinkedIn build
new relationships with potential customers and 28.3% generated identifiable business
opportunities. Due to these high numbers and due to the main activity on LinkedIn, which is
recruiting and connecting people on business level, The Butler’s Pantry would leverage to
have a strategy for LinkedIn.
As the entire 3 buyer personas are relevant for this channel (Brian, Lesley and Trish) certainly
the most important persona is Trish, as she is working for international software company that
has requirements for food catering for all the staff. Trish would be the primary target when
creating LinkedIn group with business to business tips on catering, talking about fresh
ingredients and short shelf life and starting discussions about what products do the customers
like and what is suitable for food catering.
Strategy for LinkedIn is mostly based on creating a group for all catering side of the business
and let customers participate and give you their opinion and feedback about products that you
are planning on launching, getting fresh ideas on promotions and offers, see what food trends
would be “hot “at that moment in time. It is good a business as well connect with the right
people on the personal level (HR. in the big companies) and as well talking to the community
and opening more business opportunities this way. Polls are a good tool for feedback as well.
Schaffer (2009) suggest that by scoping the competition (finding the real size of the company
marketing department through the advanced search) you will be able to predict the budget that
you should need to allocate for your own company in terms of resources to have effective
campaigns.
Most LinkedIn users are using LinkedIn for free (not pay for the premium account) which
gives deeper data if you would like to know who viewed your profile in last few days etc.
Strong focus should be on creating The Butler’s Pantry food lovers open group and invite all
your connections and potential customers to join the group and have compelling content for
this group.

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For The Butler’s Pantry LinkedIn Advertising would be beneficial with a recommended
budget of €500 month. Advertising strategy would consist form 2 types of advertising:
creating an ad and sponsoring an update from the profile. Just tweaking both campaigns will
show which one has more impact ad get more sales lead generation.
Figure 17: Linkedin advertising

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Email marketing
According to Malm (2014) email marketing has its place on the digital strategy more than it
had in 2013. The right strategy though needs to be smart about the responsive design email
and needs to link with the relevant buyer personas. For The Butler’s Pantry project we will be
focusing the digital strategy on all 3-buyer personas (Brian, Lesley, Trish) as they all check
their emails on daily basis. The best practice is to use the Mailchimp to create great visually
appealing marketing campaigns, where you can see the results and reports and try more A/B
testing.
Mailchimp allows the responsive design and shows you how the email will look on the mobile
devices. Customer can choose from range of predefined templates as well as start from the
scratch. As mentioned before, A/B testing should be used to see better performance results and
identify what works the best. The Butler’s Pantry should focus on promoting their Friday
Night treats as well as sales of The Butler’s Pantry sales of own branded coffee capsules and
promoting this new product line and pushing it directly to buyer personas. Below you can see
the proposed email samples of how an email campaign should look like. It is important to
have editorial plan as well (recommendation of 3 emails per month).
Figure 18: Email Marketing

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KPI's for email marketing
Few of the KPI's to monitor for email campaigns are:
• Number of click to the website
• Opening rate
• Leads to subscribers conversion rate
• Unsubscribe rate vs. open rate

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YouTube Strategy
YouTube is the second most popular social media site in Ireland after Facebook, with over 1.6
million Irish visits each day. It is therefore very important that The Butler’s Pantry invest in
YouTube.
We recommend that The Butler’s Pantry set up a YouTube channel, posting recepies and
details of instore specials and talks. The videos can also be distributed across all social media
and displayed on The Butler’s Pantry homepage.
Along with this we recommend short adverts on the convenience and the delicious taste of
The Butler’s Pantry’s dinners. These adverts should be displayed to those looking up cookery
demonstrations and recepies.
Editorial Calander
Along with the below editorial calander we recommend YouTube video adverts to run
alongside these as stated above.
Table 22: YouTube Edititorial Calendar

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KPI’s
The overall aim for the YouTube strategy is to gain views for the videos, our aim will be to
have 50,000 views across all videos in the first year of implementating the strategy.
YouTube Advertising
We recommend creating 5 25 second YouTube adverts (“why dirty your kicthen, when The
Butler’s Pantry has delicious home cooks meals just for you”) spending €3,000 and running
these adverts over the year.

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Overall budget
Table 23: Overall budget
Channel Budget for 6 months
Website update/E-commerce €15,000
Adwords/Display/Remarketing €15,000
Facebook Ads €4,300
Twitter Ads €2,800
Linkedin Ads €3,000
Youtube Ads €3,000
Video creation by an agency €20,000
Creative help from an agency (banners,
photos)
€5,000
A/B Testing using Optimizely €90
Total €68,190
The overall budget is estimated at around 70 000 euros minimum for the first 6 months. If we
have more budget, we would recommend to spend it in advertising as well as website
optimizations such as extra landing pages.. In this 65 000 euros, we include the modifications
of the website and the e-commerce by an agency. This is an important task to get done to
optimize as much as possible the conversion of the website. There is also some banners and
photos to be done by a creative agency to first of all, have all our products featured on the
website using a relevant picture, and also make sure our Display, and Facebook banners are
performing well.

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Implementation plan
Regarding the imlementation plan, here is what we are going to do for the next 6 months.
The first month will be dedicated to the website update with a big work of re-organize the
whole website. This should take at least 3 week. The 4th
week will be dedicated to take photos
of all products which are not currently on the website and upload them on it.
Then finally we will start by being fully running with the website and start to see some income
coming in. A website is not something you push live and then, leave it for 6 months as it is.
The website should be continuously tested on a regular basis, with some optimizations to do
after each test.
This will be the same process for ads. Many ads should be tested on a regular basis and
compared to the current ones running. Decisions should be taken from there to see which ones
are performing the best.
Finally, after 6 months, a report should be done to analyize where are we at, what is working
well and what is not. Was the investement beneficial for The Butlers Pantry, how is our ROI
doing, should we move to the next step or should we keep working on the elements above?
What is the data saying? By answering these questions and keep following this strategy, The
Butlers Pantry could become one of the most visited ecommerce website in Ireland in the food
industry.

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Table 24: Implementation plan

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BIBLIOGRAPHY
• Conmy, S. (2014). Is Google+ really Ireland’s third most popular social network?
| Digital Times. [online] Digitaltimes.ie. Available at:
http://www.digitaltimes.ie/news-dt/is-google-really-irelands-third-most-popular-
social-network/ [Accessed 2 May. 2014].
• Davidaviciene V, Tolvaisas, J: Measuring Quality of ecommerce Websites, Economics
and Management, Lithuania, 2011
• E Consultancy (2014), Seven Super Exciting predictions for boring old email marketing
in 2014, available at: https://econsultancy.com/blog/64180-seven-super-exciting-
predictions-for-boring-old-email-marketing-in-2014#i.80ive15s7csxrv, Accessed
(26.4.2014)
• Fity Social Media (2013). Benefits of Facebook Advertising. Available at:
http://fitysocialmedia.com/benefits-of-facebook-advertising/ [Accessed 21 April 2014].
• Forbes (2013), Five LinkedIn strategies you haven’t thought of before,
http://www.forbes.com/sites/cherylsnappconner/2013/10/27/five-linkedin-strategies-you-
havent-thought-of-before (Accessed 1st
May 204)
• Harris, Sabel., 2014. Fastcompany. Why Start-Ups should use Instagram for Marketing
[online] Available at: http://www.fastcolabs.com/3019809/why-startups-should-use-
instagram-for-marketing [Accessed 19 April 2014]
• Lieb, R, Owyang, J. The Converged Media Imperative Altimeter 2012. Available at
http://www.socialchorus.com/wp-
content/files_mf/theconvergedmediaimperative120718121051phpapp02.pdf [Accessed 20
April 2014]
• Manfield, Liza, 2014. Strutta.com Instagram Contest Ideas Available at:
http://www.strutta.com/blog/instagram-contest-ideas/ [Accessed 19 April 2014]
• Parasuraman A; Zeithaml, V; Malhotra A (2007) E-S-QUAL: A Multiple-item Scale for
Assessing Electronic Service Quality, Journal of Service Research 7(3) 13-33
• Qin, Zhao; Ting: Conceptualising Consumers’ Perception of ecommerce Quality
International Journal of Retail and Distribution Management 2008
• Reasons small business needs online presence http://smallbusiness.chron.com/reasons-
small-business-needs-online-presence-27742.html

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• Schaffer, N. (2009), Understanding, leveraging and maximizing LinkedIn, Great Britain,
Booksurge
• Social Media Examiner (2010), 7 Twitter strategies for growing a big
followinghttp://www.socialmediaexaminer.com/7-twitter-strategies-for-reaching-critical-
mass/ (Accessed 23 April 2014)
• Timmerman, H. 2012. Earned and Social Media Strategy – What’s the Difference?
[online] Available at: http://www.previewnetworks.com/blog/earned-social-media-
strategy-difference/ [Accessed 20 April 2014]
• Washenko (2012), Why Chanel sets a standards for Facebook Timeline Presence
http://sproutsocial.com/insights/facebook-timeline-chanel/ (Accessed 23 April 2014)
• Website structure http://www.searchenginepeople.com/blog/effective-website-
structure.html

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APPENDIX I
Original Review of competitors & Star Ratings
Star Ratings: * very poor, ***** excellent.
Table 25: Original review of competitors and star ratings

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APPENDIX II
Initial Impression of Butler's Pantry Digital Footprint
The Butler’s Pantry – First Impressions
Team: Emer NíChéidigh, Olivier Lacroix, Lenka Matecna, Mark Doherty, Cariona Neary
MKT 40910 Digital Marketing Communications
Table 26: Brand positioning and coherence
TheButler’spantry.ie Facebook Twitter Instagram
Logotype/
shapes
Traditional,
safe, simple, looks like a
template rather than customised
Different colours to the
website which is a little
confusing
The same logo as Facebook,
consistency is good
Same logo as Facebook
and Twitter
Colours Healthy images, not necessarily
Irish looking, more mainland
Europe or Artisan
The beige conveys something
old or discoloured rather than
tasty and fresh
Again the same as Facebook Same as Facebook and
Twitter
Typo-
graphy
Plain but easy to read Plain but easy to read Consistent with Facebook Consistent with Facebook
and Twitter
Strapline Not clear as to what is on offer,
sounds more like a testimonial
Again different to that on the
website but closer to what is
on offer
Consistent with Facebook Consistent with Facebook
and Twitter
Testi-
monials
None on the website, would be
nice for the catering section
There are testimonials on
Facebook and they are
responded to promptly
There is a lot of interaction
with both suppliers and
customers on Facebook
There is some tagging of
others but little use of
hashtags
Tone of
Voice
Mix of formal and informal, not
clear if it wants to be a
professional business or a
friendly place
Overall quite informal and
friendly which is very
appropriate to both the brand
and the channel
Very friendly and
approachable
Informal, simple and to
the point
Imagery Beautiful, what I expect to
purchase. The Holy
Communion cake is very
simple, would expect something
more extravagant
Beautiful, although I’m not
sure that it could be easily
recreated at home
Very realistic images from
stores and customers
Beautiful, simple real life
images
Overall
Layout
Some small changes could
hugely improve the user
experience and impression such
as not cutting words in the
middle, changing the time
stamp on the social wall updates
and making the menu bar
As Facebook is pretty
standard there isn’t much that
could be done here, the about
us section is well completed.
Again Twitter’s layout is
standard but information is
easily accessed
Difficult to find the
account as the username
is not publicised across
other channels, text with
images is pleasing but
there could be better use
of hastags

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narrower
1. What are they doing well?
The About Us sections are well completed. There is good brand coherence between
Facebook, Twitter and Instagram.
2. What aren’t they doing well?
The brand image on the website does not correlate with social media. Social media could
be better exploited, encouraging more interaction, testimonials and images.
3. Are they effectively communicating their offering?
It is not clear what exactly is being offered, it looks like a bakery or cake shop and
restaurant rather than take away dinners. The healthy or convenient aspects of the meals
are not communicated.
4. What is the user experience online like presently?
The user experience is quite confused and not welcoming for new or potential customers.
It is difficult to understand what is being offered and the tone of voice and value
proposition.
WEBSITE IMPACT
What are they doing well:
- Design of the website is very well done, looks serious, modern
- Their visuals are amazing, look very professional
- They have a lot of up-to-date content which is quite important for a website
- Easy to contact them on their website, pretty clear
- Have links to their social media profile from their home page

!
71!
What are not they doing well?
- Their navigation. Not intuitive at all.
- Website goal not clear: do they want to focus on online sales, promote visits to their shops
or suggest recipes?
- Initially it looks like there’s a lot of content but some sections are not complete, with
information missing in templates, test sentences appearing on the site. Content on all the shop
pages is the same.
By section:
Food Ethos: Great content, interesting but should be called “Who we are”
Menu: Great content too but poorly organized, images should be included. Why can’t we buy
those meals?
Buy online: We would expect to go to a different website by adding something like :Access
to the shop. It is not organized like a typical e-commerce site, suggesting recommended
articles, or season meals… The content is great, but we just need to organize it as a real e-
commerce website.
Recipes & Demos: Not enough content. Looks really bad. Better not have them as it doesn’t
look to have a real strategy behind.
What’s on: It’s actually a blog so why not call it:”blog”?
Contact us: Great page. The map is too big which is annoying to navigate. Duplicating
content on each page dedicated to each shop, really bad for SEO.
Conclusion:
Most of the content is great quality but the navigation and the layout is damaging to
performance. As the aim of the website is not clear, we don’t know where to go or what we
can expect to see. A website is mainly composed of navigation, some content and
messaging. Each of these elements is crucial and if one or many of them are missing, the
website functions poorly.

!
72!
SOCIAL MEDIA FIRST IMPRESSION
What are they doing well:
- The imagery is strong and visually appealing to the eye
- Strong focus on the product on all social media channels ( FB, Twitter, Instagram)
- Instagram is great channel to use for promoting their range
- Great personal touch and connectivity with people and right tone of voice
What are not they doing well?
-Until last week in March, they are lacking regular content on all the social
media platforms (normally 2 updates/ posts per week)
- FB posts are too long in characters and are missing a link to the website many times
- a lot of imagery is based about their cakes, they are not promoting all their product
range and more of the ready-made meals
- could do with more recipes and more themed events
- not high res logo on FB
Per channel:
Facebook= 1466 likes, have good strong imagery based posts
Twitter= 1424 followers, quite active, need to promote their other offering
Instagram= 40 followers, good channels to use, needs to develop it (potential for Pinterest)
Conclusion:
Great potential and some good practices up to now. Needs more attention and more
conversational tone with offering for their whole range.
Conclusion
Their main competitors are not performing particularly well so they should not seek to focus
on their activity. However, the Happy Pear is a very good example of a food company that
understands that successful social media is not about self-promotion but rather consumer
engagement. That consumer engagement needs to be based on the consumers’ lives rather

!
73!
than always focusing on how they interact with the brand.

!
74!
APPENDIX III
Table 27: Google Adwords Ad group 1 – Quick & Ready Made Meals
Ad
Group
Keyword Key
word
Type
Avg.
Monthl
y
Searche
s
Sugg
este
d
bid
Estim
ated
Click
s
Estimated
Daily
Impressio
ns
Estima
ted
Daily
Cost
Estimat
ed
Average
CPC
Quick &
Ready
Made
Meals
quick and
easy
dinner
recipes
Exac
t
20 1.26 0 0.36 0
Quick &
Ready
Made
Meals
quick
dinners
for two
Phras
e
20 0.64 0 0.72 0
Quick &
Ready
Made
Meals
cheap
easy
meals
Exac
t
30 0.76 0 0.72 0
Quick &
Ready
Made
Meals
quick
meal
ideas
Phras
e
30 0.22 0.06 0.54 0.29 4.55
Quick &
Ready
Made
Meals
ready
meals
Exac
t
40 0.39 0.01 0.36 0.03 2.68
Quick &
Ready
Made
Meals
quick and
easy
meals
Phras
e
50 0 0 0.18 0
Quick & easy Exac 70 1.09 0 0.36 0

!
75!
Ready
Made
Meals
healthy
meals
t
Quick &
Ready
Made
Meals
quick
dinners
Exac
t
90 1.44 0.02 0.18 0 0.17
Quick &
Ready
Made
Meals
quick
easy
dinners
Exac
t
90 0.74 0.02 0.72 0.01 0.41
Quick &
Ready
Made
Meals
easy
meals
Exac
t
260 0.63 0 0.36 0
Quick &
Ready
Made
Meals
quick and
easy
dinners
Exac
t
260 0.69 0.08 4.89 0.07 0.89
Quick &
Ready
Made
Meals
quick
dinner
ideas
Exac
t
320 0.83 0.13 4.89 0.07 0.56

!
76!
Table 28: Google Adwords Ad group 2 – Healthily Eating & Recipes
Ad
Group
Keyword Key
word
Type
Avg.
Monthl
y
Searche
s
Sugg
este
d
bid
Estim
ated
Click
s
Estimated
Daily
Impressio
ns
Estima
ted
Daily
Cost
Estimate
d
Average
CPC
Healthy
Eating &
Recipes
easy
healthy
dinners
Phras
e
20 1.05 0 0.18 0
Healthy
Eating &
Recipes
simple
cooking
recipes
Phras
e
20 0 0 0.18 0
Healthy
Eating &
Recipes
healthy
dinner
options
Phras
e
30 0.93 0 1.27 0
Healthy
Eating &
Recipes
healthy
family
dinner
recipes
Phras
e
30 1.13 0.03 0.18 0.03 0.76
Healthy
Eating &
Recipes
simple
recipes
for dinner
Exact 30 1.22 0 0.54 0
Healthy
Eating &
Recipes
easy
healthy
dinner
recipes
Phras
e
50 0.93 0 1.27 0
Healthy
Eating &
Recipes
healthy
easy
dinner
recipes
Phras
e
50 1.07 0 0.54 0
Healthy
Eating &
simple
healthy
Phras
e
50 0.85 0 2.17 0

!
77!
Recipes recipes
Healthy
Eating &
Recipes
healthy
snack
ideas
Exact 90 1.07 0 1.45 0
Healthy
Eating &
Recipes
healthy
lunch
ideas for
work
Exact 110 1.13 0 1.27 0
Healthy
Eating &
Recipes
healthy
recipes
for dinner
Exact 170 1.15 0.13 9.42 0.75 5.95
Healthy
Eating &
Recipes
simple
dinner
recipes
Exact 170 1.02 0.05 6.16 0.16 3.12
Healthy
Eating &
Recipes
healthy
dinner
ideas
Exact 260 1.17 0.04 9.24 0.16 4.31
Healthy
Eating &
Recipes
simple
recipes
Phras
e
320 1.08 0 9.42 0.02 3.37
Healthy
Eating &
Recipes
healthy
breakfast
ideas
Exact 390 1.28 0.11 15.76 0.27 2.36
Healthy
Eating &
Recipes
healthy
dinners
Phras
e
390 1.14 0.92 66.65 2.42 2.63
Healthy
Eating &
Recipes
healthy
breakfast
Phras
e
1000 1.44 1.02 160.48 3.49 3.41
Healthy
Eating &
Recipes
healthy
dinner
recipes
Phras
e
1000 1.08 0.27 19.56 1.06 3.89

!
78!
Healthy
Eating &
Recipes
healthy
lunch
ideas
Phras
e
1600 1.08 0.8 106.32 2.94 3.67
Healthy
Eating &
Recipes
healthy
recipes
Phras
e
1600 1.02 1.16 96.72 4.25 3.66
Healthy
Eating &
Recipes
soup
recipes
Exact 1600 0.36 1.96 49.63 11.68 5.97
Healthy
Eating &
Recipes
vegetarian
recipes
Exact 2400 0.37 5.26 35.32 2.25 0.43
Healthy
Eating &
Recipes
chicken
recipes
Exact 3600 0.5 1.69 127.51 8.25 4.89

!
79!
Table 29: Google Adwords Ad group 3 – Food Delivery
Ad
Gro
up
Keyword Key
word
Type
Avg.
Monthly
Searches
Sugg
ested
bid
Estim
ated
Click
s
Estimated
Daily
Impression
s
Estimat
ed
Daily
Cost
Estimate
d
Average
CPC
Food
Deliv
ery
delivery
food
Dublin
Exact 90 0.71 0 0.54 0
Food
Deliv
ery
Dublin
delivery
food
Phras
e
30 0.86 0 0.72 0
Food
Deliv
ery
food
delivery
Dublin
Phras
e
320 0.76 1.03 30.43 3.72 3.61
Food
Deliv
ery
food
delivery
Ireland
Phras
e
20 1.12 0.01 0.36 0.02 2.48
Food
Deliv
ery
food home
delivery
Phras
e
10 0 0 0.72 0
Food
Deliv
ery
healthy
takeaway
Exact 90 0.35 0.02 3.62 0.15 7.73
Food
Deliv
ery
healthy
takeaway
options
Phras
e
20 0.36 0 0.36 0

!
80!
Table 30: Google Adwords Ad group 4 – Catering
Ad
Grou
p
Keywor
d
Key
word
Type
Avg.
Monthly
Searches
Sugge
sted
bid
Esti
mate
d
Click
s
Estimated
Daily
Impression
s
Estimat
ed Daily
Cost
Estimate
d
Average
CPC
Cater
ing
catering
company
Phras
e
30 0.63 0.09 9.96 0.07 0.76
Cater
ing
catering
company
Dublin
Phras
e
30 0.44 0.21 3.8 0.16 0.77
Cater
ing
catering
in
Dublin
Exact 30 0.81 0.04 0.72 0.26 6.22
Cater
ing
catering
services
Dublin
Phras
e
30 0.71 0.18 2.72 0.25 1.37
Cater
ing
event
catering
Dublin
Exact 30 0.85 0 1.09 0
Cater
ing
food
catering
Exact 30 0.93 0 0.72 0
Cater
ing
food
catering
Dublin
Phras
e
30 0.64 0.08 2.72 0.14 1.77
Cater
ing
office
catering
Dublin
Exact 30 1.18 0 0.91 0
Cater
ing
catering
compani
es
Ireland
Phras
e
40 0.98 0.12 1.81 0.09 0.7

!
81!
Cater
ing
catering
for
parties
Exact 50 0.94 0.14 1.99 0.18 1.23
Cater
ing
corporat
e
catering
services
Exact 50 1.97 0.16 4.17 0.26 1.58
Cater
ing
event
catering
Exact 50 0.63 0 1.27 0
Cater
ing
party
food
catering
Phras
e
50 0.53 0.27 9.06 0.34 1.26
Cater
ing
corporat
e
catering
Exact 70 1.31 0 5.43 0
Cater
ing
home
catering
Dublin
Phras
e
70 0.69 0.17 3.98 0.35 2.01
Cater
ing
party
catering
Exact 70 1.03 0 3.98 0
Cater
ing
catering
compani
es
Phras
e
110 1.01 0.33 31.33 0.81 2.43
Cater
ing
party
catering
Dublin
Exact 110 0.7 0.03 2.9 0.09 2.87
Cater
ing
catering
compani
es
Dublin
Phras
e
170 0.83 0.19 4.35 0.36 1.92
Cater
ing
caterers
Dublin
Phras
e
320 0.82 0.44 15.76 0.71 1.62

!
82!
Cater
ing
catering
Dublin
Exact 320 0.88 0.4 10.69 0.75 1.86

!
83!
APPENDIX IV
Figure 19: Sample Google Adwords Campaign Copy

Digital Marketing Communications Strategy for The Butler's Pantry, Dublin

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