Table of Contents EXECUTIVE SUMMARY 3 POWERPOINT PRESENTATION 5 APPENDIX 19 Google Adwords E-Newsletter Website Re-design Youtube 2
Fair Food Philadelphia Executive Summary For our project, we have selected to work with Fair Food Philadelphia, a small business with a farm stand in Reading Terminal Market dedicated to local farmers and organic food. Before 5 th floor Analytics, the company had a weak online presence, a mediocre website, two separate Facebook pages (one for the farm stand and another for the company), and an E-Newsletter. Listed below, are the different categories our group focused on improving for the company. Through the use of Google Adwords, Facebook, a new E-newsletter, a website re-design suggestion, the implementation of a Youtube page, and new website analytics through Google, we have created a base for a strong digital presence. We began our project with a strong emphasis on Google Adwords. We spent $150 as a group and launched a total of three ads. Within the three ads that we launched, we incorporated two categories, a general campaign and a specialty campaign for Fair Food s Thanksgiving Turkey pre-sale. Our main objective for the general google campaign was to raise brand awareness by obtaining a large amount of impressions and clicks whereas the objective for the specialty ad was to drive turkey sales. We used specific keywords for both campaigns, as required by the client and in order to ensure a cost-effective strategy, we were able to reach Fair Food s target market, and gain a total of 140 clicks and almost 80,000 impressions. We feel that the amount of impressions gained and the clicks have contributed to an increase in brand awareness and have also increased the number of Turkey sales for the season. We later focused on Fair Food s Facebook presence. Before we started working with Fair Food, the company had two separate Facebook pages which may have confused social media users. Not only did our group help to sync these pages into one, but we assisted in increasing total likes by 850. We gained these likes by posting new content, such as photos which were edited and created by our group, and through suggesting exciting content that generated buzz amongst Fair Food s followers. Our client had also requested that we focus our attention on the e-newsletter that the company distributes on a bi-weekly basis. Our main objective for the E-Newsletter was to create a more visually and appealing digestible newsletter, emphasizing the new products and promotions that Fair Food has to offer. The previous newsletter was filled with text and contained very few photos. Our 3
group focused more on incorporating colorful displays and aesthetically pleasing pictures of produce into the newsletter. When we initially met with Fair Food before we began our consulting, the client was excited about the creation of video content that could be posted on a digital platform such as Youtube. Fair Foods did not have an official YouTube page before we started working with them. Not only did we create the page, but we also we filmed, edited, and uploaded content to their page. Our main goals for the YouTube page, were to advertise the company and increase overall social presence. With the creation of video and an artistically designed page, we feel that our group has given Fair Food a solid base for the growth of the Youtube page. In our first meeting with the Fair Food Client, we had spoken about creating a proxy page for a new website design, which they plan to implement in the coming year. As we began to redesign the website, we focused on consolidating the brand with visuals to drive customer interaction. We felt that the website needed an established theme to reflect the company s values, and more visual content to make the site more attractive. We also wanted to sync the site with the various social media pages, and give viewers more of an opportunity to interact with the company. Furthermore, our team established a Google Analytics account for the Fair Food Website. This allows for the company to be able to measure the changes after implementing the new website design. Not only can they measure the effectiveness of their new website, but they can also better understand their target consumer on digital platforms. Once they are able to understand the consumer online, it will be easier to implement effective changes to further enhance their presence. Overall, our focus on Google Adwords, Facebook, Youtube, the E-newsletter, the website redesign and Google Analytics has left Fair Foods with the beginnings of a stronger digital presence. We would strongly suggest that the company continue forward adding more creative content and following the suggestions from our consulting team. 4
Powerpoint Presentation Below are the slides from our presentation that detail our semester project: 5
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Appendix GOOGLE ADWORDS Google Adwords was accessed using the email, temple@fairfoodphilly.org. The campaign screenshots are all found below: E-NEWSLETTER The E-newsletter template was completed using the website, Campaignmonitor.com. The template used was Organic. The template is a free template that can be manipulated for each newsletter. WEBSITE RE-DESIGN The website used for the re-design suggestion was wix.com, which offers a free website template. Our suggested website can be found at http://ylinfeng.wix.com/fairfood-philly. YOUTUBE CHANNEL The Youtube profile is located at www.youtube.com/fairfoodphiladelphia. The username is, FairFood Philly and be accessed using the password MKTG3508, or through the temple@fairfoodphilly.org. 19