Digital Marketng

Digital Marketng
MKT9118M-1JF-2021
‘Plant Eatng Kit Digital Marketng Portolio’
MSc Internatonal Hospitality Management
Module Tutor: Emma Ellse
Contents:
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AssignmentTutorOnline

1 .0 Introducton
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URL: htps://sites.google.com/view/planteatngkit/home
Instagram: htps://www.instagram.com/planteatngkit/
Plant Eatng Kit is a vegan food blogger brand designed to promote easy, affordable and
tasty plant-based recipes to the world. Plant Eatng Kit originally started on Instagram in
January 2021, as start-up brand a website would help expand the brand awareness and
create more content for consumers.
@planteatngkit Instagram
The main aims and objectves of this project include:
 To promote brand awareness.
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 Create a corresponding website to the Instagram page.
Introducton to the website:
“Unless a web site meets the needs of the intended users it will not meet the needs of the
organizaton providing the web site. Web site development should be user-centred,
evaluatng the evolving design against user requirements”. (Bevan, 1999 cited in Chaffey
and Smith, 2013, 220).
The main aim of the website is to promote Plant Eatng Kit as a food blogger and brand. It is
also used to promote free recipes through the use of a newsleter. The target audience is
20-30-year olds who like to cook (for a more detailed target audience please refer to secton
2.0), a creaton of an eye catching, easy navigaton site was key to website success.
The Plant Eatng Kit Google site starts with the landing page, the logo is there of a blank
plate with Plant Eatng Kit in the middle of it. There is a bold headline ‘VEGAN RECIPES THAT
ARE TASTY, EASY AND AFFORDABLE TO MAKE’ which link with the key words for vegan
recipes (Alexa, 2021). There is then three images and tabs for all the different recipes,
followed by a link for the sign up to the newsleter, then blog posts. At the botom of the
landing page there is a strip of images from the Instagram feed along with a link to
Instagram too.
The website encourages consumers with a call to acton, to sign up to a weekly newsleter.
This will maintain customer loyalty and will grow the plant-based community. Veganism has
grown over the past few years (Veganuary, 2021), therefore, to sustain a healthier planet
eatng plant based has so many benefts to yourself and the world around you.
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Landing Page.
2.0 Pen Profles
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3.0 Empathy Map
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Audience Research:
(Alexa, 2021)
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4.0 Customer Journey Map
Presented here is the customer journey map for Plant Eatng Kit adapted from the original
Edelman (2013) customer decision journey (cited in Ge, 2020). As 53.3% of web trafc is
through consumers mobile phones (We Are Social, 2020), the startng point through social
media is pivotal to Plant Eatng Kit target audience.
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5.0 Compettor Analysis
Made by Blitz is a vegan food blogger who
started creatng posts of his creatons on
Instragram in 2019. (Blitz, 2021a) He uses
Instagram and TikTok as his main channels to
promote his passion for cooking. Limitatons
from analysis include no data from Alexa.com
due to Blitz being a fairly new account.
He uses his unique selling point through the use
of humour through his videos. He emphasises
his heritage from essex with funny quirks to
remember him by (Blitz, 2021a). His website is
simple as his main focus is through his
Instagram page (Blitz, 2021b).
The website has four main tabs at the top which are easily accessible; Home, About, Recipes
and Market. Blitz’s landing page is engaging with the logo right at the top, links to his recipes
straight away, then his Instagram feed and another link to his Instagram and Youtube
accounts (Blitz, 2021b). There is also a Newsleter sign up, however, the sign up is one small
box and he doesn’t have a separate tab for his Newsleter (Blitz, 2021b).
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(Blitz, 2021b)
(Blitz, 2021a)
Blitz created a self-funded giveaway of a frying pan and a saucepan. This giveaway led to
huge amounts of shared and earned media, growing his network and brand together. The
instructons were to like the post, follow the account and tag as many friends. You could
even share it to your Instagram story for bonus enteries! This succesful promoton is
extremely effectve through the use of Instagram. He also uses his own hashtags, a clever
way to increase his audience and reach new potental consumers.
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6.0 Site Map
The site map is essentally the blueprint of the website. It labels out the landing page,
subpages and digram structure (Chaffey, 2019). Demonstrated below is the basic site map
for Plant Eatng Kit, it highlights the relatonship between the main pages on the webite.
Site Map for Plant Eatng Kit
Here presented below is the digital site map created on Creately (2021) to underline the
relatonship between all pages, including the recipe pages.
Digital Site Map (Creately, 2021)
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7.0 Wire Frame
Wireframes are useful to help understand the outline of a partcular page (Chaffey, 2019).
The wireframe was created initally through rough sketches on paper as advised by
CharliMarieTV (2015).
Rough sketches of wire frame ideas for Plant Eatng Kit
A digital annotated wireframe has also been developed through the free wireframe creatng
website Mockflow (2021) before the design was created on the google site.
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Digital Wireframe (Mockflow, 2021)
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Images and link to
Instagram page
Footer
Header
Logo
Blog post
previews
Tabs to access
different pages
labelled on site
map
Links to
Breakfast,
Lunch and
Dinner recipes.
8.0 PPC Ad Copy
This PPC Ad Copy highlights what makes Plant Eatng Kit unique, the use of the phrase
Instagram Worthy emphasises the main social media platorm used is Instagram. The call to
acton used is the “Sign up now for free vegan recipes”. Once you click on the website, on
the ladning page it initally has “Click here to sign up to my newsleter”, as demonstrated
below. These three pivotal factors of a successful PPC Ad (Chaffey, 2019) will help enhance
reaching new customers. This would be at the reach stage in the RACE framework (Chaffey,
2019).
Plant Eatng Kit | 100% Plant-Based Recipes | Tasty, Vegan and Easy
htps://sites.google.com/view/planteatngkit/home
Exclusive plant-based meal ideas that are Instagram worthy. Sign up now for free vegan
recipes. One free recipe per week. Gain access to gluten free plant-based recipes too.
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Opton to click here
to sign-up too.
Landing page with
a sign-up opton
straight away.
9.0 Social Media Strategy
Despite the success of google adverts and search engine marketng, as Plant Eatng Kit’s
audience is primarily through social media it would be most benefcial to target the
audience through social media adverts. We Are Social (2020) presented there are 3.80
billion actve social media users, therefore the use of social media can greatly enhance a
business. Social media management and data also helps the retenton of consumers as well
as making the customers feel valued and become loyal (Tuten and Solomon, 2017).
As demonstrated through compettor research (please refer to secton 5.0) food bloggers
create giveaways to promote their Instagram page and gain more followers. To grow Plant
Eatng Kit a giveaway was created, the giveaway consisted of Plant Eatng Kits favourite
vegan snacks to make it more personal and unique. The giveaway was also announced
through the blog on the website page too. The giveaway was then promoted through a paid
social media advertsement on Instagram the day afer it was posted. The frst 24 hours
allowed dedicated followers to enter and tag their friends frst before promotng it to other
pages so it would reach new protentonal consumers. To enter the giveaway the consumer
had to follow three instructons for ultmate earned media.
Here is an image of the giveaway post:
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Giveaway for Plant Eatng Kit.
For the paid promoton of the giveaway post £4 was spent over
four days.
Overall the post reached 823 people. 58% of the people reached
were not following Plant Eatng Kit, this type of post for high
engagement has allowed the account to reach new potental
consumers. 31% of the 823 people reached were from the
promoton, therefore £1 a day for four days has helped enhance
the audience reach. Afer the giveaway fnished on 4 June 2021,
Plant Eatng Kit target audience was reached with over 80% of
women reached through the paid promoton. The top locaton for
viewers were from England, as the giveaway was restricted to the
UK only this helped with any conflict for followers.
Most ages reached were aged 25-34, linking with the pen profle the aim to reach the target
audience was achieved. Overall, this paid promoton was a success, Plant Eatng Kit gained
79 further followers as evidenced below with screen shots taken on 26.05.2021 when the
giveaway started tll the 17.06.2021 afer the giveaway had fnished.
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26.05.2021 17.06.2021
Promotonal efforts through own Facebook profle. One for the promoton of the Instagram
Page and the second for the Website.
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The website was promoted through a story on Instagram as well as a post using hashtags to
reach Plant Eatng Kit’s target audience. The URL link has also been added to the bio secton
on Instagram and Facebook.
Regular posts have been created through Instagram and on the website showing new
recipes and other regular content to keep consumers engaged. This part of the customer
journey was highlighted in secton 4.0, to make sure the customer enjoys, advocates and
bonds with the brand.
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10.0 SWOT of Plant Eatng Kit

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11.0 Google Analytcs
Over 50% of Plant Eatng Kit users are from the UK – there could be potental to become an
internatonal brand.
The average engagement tme is 47 seconds – this could be increased through further
engaging pages.
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Despite Instagram being Plant Eatng Kits main target audience, most users have come from
Facebook. Developing a corresponding Facebook page would help enhance the brand
awareness.
Google Analytcs (2021)
Most views from users go straight to the landing page, however not all go through to the
other pages. As the target audience likes to cook in the evenings and weekends, I would
have expected more views on the Dinner and Teatme page rather than the Breakfast and
Brunch page. There have been ten potental contact views for collaboratons, this is useful
to know so brands and influences can fnd the website easy to navigate.
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12.0 SMART objectves
Here are my two SMART objectves for the future based on Analytcs and conclusions found
(please refer to secton 13.0).
1. To increase brand awareness through video content and Facebook page by at least
50% by 1st April 2022.
2. Aim for a least a 5% increase on the average engagement tme by 1st April 2022.
13.0 Reflecton
This reflecton is based on Kolb’s (1984) Experiental Learning Cycle model (cited in Waton
et al., 2001). I have found this module to be quite challenging. At the start of this module I
had litle knowledge about Digital Marketng, I originally didn’t realise how litle I knew untl
I undertook the learning plan and my digital score resulted into 44% (Smart Insights, 2021). I
was slightly disappointed on such a low score and slightly overwhelmed as I have never
ofcially studied digital marketng before, however, I felt excitement for the module to
begin and I knew my knowledge and understanding would grow tremendously. My inital
expectatons for the module were that I would like to learn how to develop a website and
create a portolio to take with me afer this course, this would help me with my professional
career as I would understand how to create a future website and promote myself. I chose to
create a website based on my own Instagram page I started in January 2021 called
@planteatngkit. This Instagram page allowed me to post my creatons of vegan meals and
share my love of cooking to the world, what’s beter than this? I really enjoying creatng my
own content, being unique and having a sense of originality. I have my own skills in food
photography, cooking and recipe development, therefore I have used all of my own images
and recipes for this portolio, which I believe really enhances the authentcity of the project.
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I have gained knowledge on how to create a website and have learnt how to develop
various skills through Digital Marketng. I have learnt the models to use which I never knew
about before, these include SWOT, PESTLE and the RACE framework (Chaffey, 2019). The
understanding of these frameworks has enhanced my knowledge of Digital Marketng so I
can fully understand brand objectves, customer journeys and implicatons from different
factors that can affect an organisaton. I am extremely happy that this digital marketng
module took methodical approach. First of all, I had to create a google site URL which was
completely new to me. I enhanced my individual learning through resources provided by my
tutor as well as external videos to help me create my Google Site. I knew using Google Sites
would be valuable to me for the future, it is a free website creaton site where I can also use
Google Analytcs to track trafc (Google Sites, 2021). Afer creatng the URL, I created a pen
profles, customer journey analysis, compettor analysis, a site map and a wireframe to start
outlining what my website would look like. These blueprint tools (Chaffey, 2019) helped me
outline my design for the website. Whilst doing this I maintained up to date recipes on my
Instagram account, along with contnuous Instagram stories of my meals every day, I have
highlighted a lot of these through the highlights functon on the Instagram profle. If I were
to do this project again, I would create more posts on my website and promote each new
recipe through the Instagram account.
I chose to post six breakfast, six lunch and twelve dinner recipes as through my own
experience on Instagram my followers prefer my dinner posts, however afer looking
through the analytcs most views between the three recipes tabs have gone through the
Breakfast and Brunch secton (Google Analytcs, 2021). I created six main tabs on my
website which include; Home, About, Recipes, Blog, Newsleter and Contact. I found a
challenge on creatng a sign up to my Newsleter page as well as the Contact form page for
collaboratons. I overcome this difculty through self-taught methods and fnding tutorial
videos. I know I wanted to do well in this project, therefore I took my tme in making the
website look professional. I created the Plant Eatng Kit logo myself through my own image
and editng it through Photoshop. I really enjoyed the creaton elements of this module; I
like how I can express my interests and beliefs through this portolio.
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Within the project I thought it was important to maintain my Instagram page throughout,
this kept consumers engaged within the brand. For the website, I promoted it initally
through the Instagram page however, I did post it through my personal Facebook page and
just over 40% of the total amount of users who have accessed the website are through
Facebook (Google Analytcs, 2021). I was slightly surprised by this as my audience is usually
targeted through Instagram, for future reference I will create a corresponding Facebook
page for Plant Eatng Kit to help grow brand awareness. As one of my top priorites, growing
the brand before the website was published as it is so important to the brand to have
people to go to my website. I had a startng focus on the social media strategy, afer
completng my compettor analysis I created a giveaway as a thank you to my 1K followers
full of my favourite vegan treats. This promoton was extremely successful as with just £4
budget over four days, I gained seventy-nine followers over a few weeks. The giveaway prize
was self-funded as Plant Eatng Kit is not a proftable business at the moment. As shown
through Blitz (2021) giveaways can help enhance brand awareness therefore, using them
every now and then they can be useful but, if they are used a lot it can create a fnancial lost
for the organisaton.
Afer analysing the date from Google Analytcs (2021), I have found that over two hundred
and sixty views have gone to the landing page. However, the consumer retenton isn’t high
as over thirty people have looked and the Breakfast and Brunch page and only over twenty
have views the Lunch and Light Bites page. To improve consumer engagement, a more
visual and engaging landing page should be created. From a personal learning development,
I have increased my digital marketng knowledge with my digital score now resultng at 92%
(Smart Insights, 2021) where I feel proud on what I have achieved! However, for Plant Eatng
Kit, from this project I have learnt for brand success I need to take it one step further. I
could change the google site demo into a real working website with more content, add
more video content through the Instagram account as well as using other social media
platorms such as TikTok and Facebook. Afer fnding these conclusions for future work I
have developed two SMART objectves (please refer to secton 12.0). Overall, I have reached
my objectves at mentoned in the introducton of the portolio; promotng brand awareness
and a corresponding website for Plant Eatng Kit.
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14.0 Reference List
Alexa (2021). Vegan Keyword Exploraton. Alexa. Available from
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Bevan, N. (1999) Usability issues in web site design. Proceedings of the 6th Interactve
Publishing Conference.
Blitz (Blitz, 2021a) Made by Blitz Instagram Page. Available from
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Blitz (2021b) Blitz High Protein: All Vegan Homepage. Blitz. Available from
htps://madebyblitz.com/ [accessed 20 May 2021].
Bommel, E.V., Eldelman, D. and Ungerman, K. (2014) Digitzing the consumer decision
journey. McKinsey & Company. Available from htps://www.mckinsey.com/businessfunctons/marketng-and-sales/our-insights/digitzing-the-consumer-decision-journey#
[accessed 25 May 2021].
CharliMarieTV (2015) How to wireframe a website

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Chaffey, D. and Ellis-Chadwick, F. (2019). Digital marketng. Strategy, implementaton and
practce, 7TH editon. London: Pearson Educaton.
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Chaffey, D. and Smith, P.R. (2013). eMarketng excellence. Planning and optmizing your
digital marketng, 3rd editon. London: Routledge.
Creately (2021) Your Visual Workspace: Plan, brainstorm, analyze or design
anything together. Creately. Available from htps://creately.com/?
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Ge, C. (2020) Seminar Session 4. Adobe Spark. Available from
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[accessed 8 March 2021].
Kolb, D. (1984) Experiental Learning: Experience as the Source of Learning and
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Tuten, T. L. and Solomon, M. R. (2017). Social media marketng, 3rd editon. Los Angeles:
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