Marketing Plan for Meet Fresh
Executive Summary
According to web traffic data below, we know that most of the audience visit Fresh Meet website via Google search and large percentage of visitors are between the ages of 18-24. We want to increase brand awareness of people between 30-44. Therefore, we decides to select people aged 30 to 44 as the target audience and mobile Google ads as the tactic in this marketing plan.
Demographic of Meet Fresh website audience (Data Source: Similarweb)
Situational Analysis
Browsing habits of visitors to Meet Fresh website (Data Source: Similarweb)
Meet Fresh is a Taiwanese dessert restaurant chain. They are known for taro balls, grass jelly, and boba. Their branches are located in many areas in the US, such as California, New Jersey and Hawaii. Recently, Meet Fresh wants to reinforce brand awareness and drive more traffic to their website in order to gain more sales and app downloads. In this marketing plan, they are opt for Google paid ads as their tactic.
Strategy & Value proposition
We found that our target audience pay more attention on health rather than just care of taste. Therefore, we decide to run a Google ad campaign which focuses on products’ traits and quality in order to reach out more people of this age group.
Value proposition: To offer fresh and healthy hand-made Taiwanese dessert using natural ingredients.
Goal
Increase 10% of website traffic per month and 1% of CTR of App downloads referral link in the website per month by implementing a Google ads campaign with a CTR of 3%.
Controll
This ad campaign will be published at Q1 2023.
Estimated monthly budget: $15,000
Metrics to examine performance every month: CTR, CPC ,website traffic.
Methods to improve: Adjust bidding strategy, keyword groups and contents of ad copy in order to achieve our goals.
Mockup
