1. Digital Marketing Proposal
for
Presented by: Katherine Lao | June 28, 2015

2. Agenda
¡ About The Last Touch Bakery
¡ Business Objectives and KPIs
¡ Recommended Strategies
¡ Website Redesign and Optimization
¡ Email Marketing
¡ Social Media
¡ Display Ads
¡ Budget
¡ Future Recommendations

3. About The Last
Touch Bakery

4. • Founded by Lan Dinh in 2010
• About Lan
• Banker and banker
• French born and French
trained
• Trained at Lenotre ad with
Celebrity Chef Marina Sousa
“I founded The Last Touch Bakery as an homage to the elegant sophistication of
French desserts.” – Lan Dinh

5. Business Objectives
and KPIs

6. Business Objectives and KPI
Business
Objectives
Establish a 50%
repeat customer
base.
Become a “preferred
vendor” for event
planners.
Increase corporate
business by
targeting executive
admins.
KP’s and
Related
Metrics
Referrals
Average
Transactions per
Customer
Average Lifetime
Value
Referrals
PR Mentions
Testimonials or
Reviews
Referrals
Average
Transactions per
Customer
Average Lifetime
Value
Leads
Leads Converted
Refer to Appendix section for related micro-conversion goals.

7. Primary Customer Persona

8. 2015 Targets (6 month plan)
Metric Avg. Baseline
(4/1-4/30/15)
Goal
(10/1-10/31/15)
Sessions 15 100
% New Sessions 60% Increase to 75%
Bounce Rate 56% Decrease to 30%
Referral Source Primarily Referral and
Organic Search
Primarily Social Media and
Direct
Facebook Fans 124 500
Instagram Followers 95 750

9. Digital Marketing Strategy
Overview
Business
Objectives
Establish a 50% repeat
customer base.
Become a “preferred
vendor” for event
planners.
Increase corporate
business by targeting
executive admins.
Website Redesign (SEO and Conversion Optimization)
Email Marketing (Acquisition, Activation, Retention and Referral + Content)
Social
Media
Facebook, Instagram, Pinterest, Thumbtack,
Twitter, Yelp
LinkedIn
Display Ads Adwords LinkedIn Display Ads
Persuasion Marketing: Leverage scarcity + creation of a custom experience

10. Current website does not represent an
image of “elegant sophistication.”
¡ Landing page doesn’t appeal to
modalities
¡ Poor UX structure
¡ Lacks clear call to action
¡ GA Avg. Stats (4/1-4/30/ 2015)*
¡ Sessions: 15
¡ New Sessions: 60%
¡ Bounce Rate: 56%
¡ Pages/Session: 3
* Only include sources that are google, direct, and
facebook.com, and yahoo

11. Proposed site optimizes for search
and addresses UX issues to better
represent the brand.
Clear navigation bars appeal to
methodological customers
Value prop
appeals to
competitive
customers
Easy access to
social media
Images appeal to
spontaneous
customers

12. Proposed site design is optimized for
search and addresses UX issues that
better represent the brand.
Profile photo appeals to
humanistic customer
Layout appeals to the
methodological customer

13. Proposed site design is optimized for
search and addresses UX issues that
better represent the brand.
Profile photo appeals to
humanistic customer
Layout appeals to the
methodological customer

14. Contact page is critical for tracking leads. Use
Google Analytics to optimize site behaviors.

15. Email Marketing
Type Newsletter Transactional Behavioral
Target
Customer
Past Leads and
Customers
Recent
Customers
Customers Who
Didn’t Finish
Inquiry Form
Frequency Monthly Weekly Biweekly
Sample Subject Let’s Get Back in
Touch! News from
The Last Touch
Bakery
Thanks for
Letting Us Be a
Part of Your
Event!
How Can We
Help?

16. Newsletter Template

17. Product Feature
Template

18. Social Media

19. Social media is an important
source of referral traffic.
Instagram Facebook Blog Google+
Frequency MWF TTh Every 2 weeks SatSun
Sample
Content
Macaron
Mondays
Wedding
Wednesdays
French Fridays
Tuesday
Treats
Thursday
Tricks
High profile
event
recollection
Travels that
inspire new
flavors or
discovery of new
ingredients
Post that
direct to
other social
media
content.
Use Acquisition, Activation,
Retention, Referral
Retention
Referrals
SEO

20. Ensure that social media posts
are emotionally triggering.
Tuesday Tricks: Roll out dough between 2 sheets of parchment paper:
it'll be easier to roll manipulate dough, and super easy clean up.
Wedding Season is here. Delight your guest with macaron favors from The Last
Touch Bakery.

21. Display
Advertising

22. Bids for “wedding favors”
most expensive.

23. Searches for “macarons” up
but bids still cheap.

24. Searches for “cake” are
consistent but bids still cheap.

25. LinkedIn ads can create very
targeted opportunities.

26. Facebook Ads offer targeting
for behaviors and life events.

27. Budget

28. Monthly Budget
Line Item Cost Notes
Web Consultant
(Monthly Retainer Fee or
Hourly)
$300-$500 OR
$35-3$50/hour
Cost depends on scope of work
Web Hosting Domain $10 Squarespace monthly
membership
Domain Name $20
Social Media
Management Tool
$10 e.g. Hootsuite to manage social
media posts – up to 50 social
media profiles
Email Marketing Tool
(MailChimp)
$0 A/B testing can be immediately
available for $10/month.
Advertising $50 Run ad twice a month
Total Cost $400-$500

29. Monthly Budget – Advertising
Channel Min. Bid Est.
Reach
Est. CPC Est. CPM Est.
Monthly
Cost
Google $0-$2.00 0-4.84
clicks
$0-$6.00 TBD $0-$12*
LinkedIn n/a ~1,000
people
$5.00-$9.00 $2.00-
$3.50
$30
Facebook $1/day ~2800
people
$30
* Running ads 2x a month.
• CPC - Cost per Click – Cost everytime someone clicks your ad
• CPM – Cost per 1,000 Impressions – Cost for every 1,000 people who see your ad

30. Return on Investment (ROI)
¡ $500 = Monthly Marketing Budget
¡ $50 = Average Order/Customer
¡ 20 = # of Customers to Generate 2:1 ROI/month

31. Future
Recommendations

32. Within the next year,
consider the following….
¡ Establish presence on additional social media sites like
Pinterest (mostly female audience), Yelp, and other professional
services like Thumbtack.
¡ Feature macarons as the signature product to generate leads
for dessert catering business.
¡ Limited edition macarons
¡ Holiday macarons
¡ Pop-up events
¡ Position convenience as a unique value prop through local
delivery services and e-commerce functionality on website.
¡ Actively seek out customer testimonials and reviews and
showcase them on site.
¡ Run special promos and referral, loyalty programs to retain
customers.

33. Appendix

34. KPI’s and Metrics
● Leads
o # of followers/fans on social media
o engagement rate (user interactions on Page - Likes, shares, re-tweets, newsletter
sign-ups etc.)
o # of email inquiries
o # of site visits
● Leads Converted
o % of inquiries converted to sale
o total conversions/total visits
● Average Transactions per Customer: % of customers who place 3 orders in a given
year
● Average Order Value (Total Value/Total Conversion)
● Referrals: # of customer and business referrals
● PR Mentions: earned online or print mentions
● Testimonials or Reviews: # of positive reviews/testimonials (either on yelp or
displayed on homepage)