Strategy & Objectives
Objectives
Eat with Enya is a new business so it is important to make the goals achievable within the 30 day campaign time frame. The campaign has been set out with 2 main objectives.
1.
Increase brand awareness to an average of 100 people per post within the length of the campaign. Brand awareness is defined as how familiar the target audience is with the brand. Brands that have high awareness are usually described as popular (Decker,2019). This will be measured by the analytics tool provided by Instagram. The reach of each post will be calculated into an average at the end of the campaign and monitored throughout. To also measure this goal, the overall reach of the Instagram account will be monitored.
2.
Increase customer engagement, in the form of conversions from post views to followings. The aim is to get the percentage of post views to less than 50% of people that aren’t following the Instagram account. The number of people that click through to the blog post will also be measured. Customer engagement is defined as the very essence of social media (Tuten & Solomon, 2015). Customer engagement is how customers interact with the brand, on social media, engagement can be measured in comments, likes, and shares (Tuten & Solomon, 2015).
Strategy
Niche
Eat with Enya is entering a crowded market with about a third of all websites being blogs (Hosting Tribunal, n.d.). With cooking being a popular blog topic (WP Beginner, 2020) is it really hard to stand out from the crowd. However, Eat with Enya aims to target the niche customer demographic of students that require simple, quick recipes that tend to their minimum skills within the kitchen.
Target Market
Eat with Enya is aimed at students, mainly first-year students that are just starting their own lives away from their family households. Students are renowned for being horrible cooks so Eat with Enya is designed to provide simple easy recipes to make sure students don’t go hungry. Eat with Enya is written by a student so it is catered to exactly what students will be capable of cooking/ baking. Eat with Enya is targeted to all genders however it is evidence that women are more likely to view Content based around cooking (Mintel, 2018). Below is a customer persona for the target customers that aim to be driven to the blog through the campaign.
Positioning
Due to the market being so competitive, the brand must differentiate itself from the sea of student food blogs that are out there. To do this Eat with Enya has been positioned as simple and to the point. Most blogs within the market contain a long intro section about what the recipe means to them or a story about how they came about making the food, however, Eat with Enya just gets straight into the recipe, this is beneficial to students as they have busy academic and social lives so will not have time to read through the introduction before learning how to cook the recipes.
This table displays what makes the Eat with Enya Brand different from competitor brands (points of difference) and what a customer would expect from the brand, based off other similar brands (points of parity).
