Digital Marketing Strategy
Phase 1: What is the main problem/goal of "Cilantro"s digital marketing strategy?
The customer base is shrinking due to intense competition from established brands like “COSTA” Coffee, “Beano’s” Café, and “Starbucks.”
Situation Analysis
Target Segment persona
Age: 18 – 65
Location: Cities – Big neighborhoods
Gender: Male – Female
Education: High education
Profession: Students – Execuives – Managers
Lifestyle: Modern Lifestyle with an open minded
Income: Above 15K/m
Social class: “B” and higher
Purchase behavior: Daily – Occasionally
CILANTRO main competitors
Competitor Analysis
Partner & Intermediaries Analysis
Objectives by 5S model
Strategy & Tactics
Plan to Reach Specific Goal According to target Segment attributes
Plan for using online channels to establish an internet presence and achieve specific marketing objectives.
Cilantro positioning
cilantro differentiation
value propositions
unique selling points
Core messages to convey to the target segment
Digital Marketing tools
Communication Mix, will use Digital Marketing Channels
Digital Marketing Tactics
Phase 2: Company Focus
1- Attract new Customers
2- Reconnect with the old customers.
Company Strategy
Benchmark against competition.
Competitive Analysis
Actions & Content Creation
Content Topics & Plan
Seamless Integration, Maximum Impact Transform The Posts into Another Mood
Facebook Video
☕🔥 Brewing Vibes with the Ultimate Beans! 🔥☕
It’s time to level up your coffee game! Say goodbye to basic brews and hello to next-level flavor with our elite coffee beans—roasted to perfection for that sip you’ll never forget. 😍✨
Whether you’re grinding for finals, chilling with the squad, or chasing your dreams, this is the fuel you NEED. 💪🎯
Ready to vibe with the best? 👉 Try “cilantro” now! and taste what you’ve been missing. 🌟👇
Facebook Video
☕🔥 Brewing Vibes with the Ultimate Beans! 🔥☕
It’s time to level up your coffee game! Say goodbye to basic brews and hello to next-level flavor with our elite coffee beans—roasted to perfection for that sip you’ll never forget. 😍✨
Whether you’re grinding for finals, chilling with the squad, or chasing your dreams, this is the fuel you NEED. 💪🎯
Ready to vibe with the best? 👉 Try “cilantro” now! and taste what you’ve been missing. 🌟👇
IG Video
🔥 FOOD SO FIRE, YOU CAN’T RESIST 🔥
Your cravings just met their match. ✨ This isn’t just food—it’s a whole vibe and calling your name!
💥 Don’t just take our word for it—join us and see for yourself! Hit the link in bio to check out the menu and grab your friends. 🍴🎉
📍Tag your food squad and let’s make it a feast to remember! 🙌
IG Video
✨ SERVICE THAT HITS DIFFERENT ✨
We don’t just serve—you feel the difference. 🙌 From the moment you walk in, you’re treated like VIP because YOU deserve it! 😎👑
Whether it’s fast, friendly, or just that extra touch of awesome, our service is always next-level.
Ready to experience what “hits different” really means? Click the link in bio and join the vibe. 🔥
TikTok Video + Voiceover
Hit the link in bio and grab yours before it’s gone. Let’s go!
TikTok Video + Voiceover
Tap the link in bio to find your nearest spot. See you there!
Control & KPI's
To Know Unique Website Visitors: 1- Unique Visitors 2- Repeat Visitors 3- Registrations
4 Measures in the whole Duartion: Will divide the Campaign duration to 4 sections, each measure will be after each section.
Number of people exposed to “cilantro” content.
4 Measures in the whole Duartion: Will divide the Campaign duration to 4 sections, each measure will be after each section.
Number of people click or engage with “cilantro” content.
4 Measures in the whole Duartion: Will divide the Campaign duration to 4 sections, each measure will be after each section.
Check Back Analysis
Phase 3 - Media Buying
Buyer persona
Age: 18 – 65
Location: Cities – Big neighborhoods
Gender: Male – Female
Education: High education
Profession: Students – Execuives – Managers
Lifestyle: Modern Lifestyle with an open minded
Income: Above 15K/m
Social class: “B” and higher
Purchase behavior: Daily – Occasionally
2 Campaigns on Meta Platform with 5 ad sets
Company’s Campaign Numbers:
1- CPR number
2- total Results
3- No. of users this ad. reached
4- Campaign objective & goal
5- Definition of frequency
6- No. of Impressions
1- 0.02533724 L.E.
2- 2,023
3- 117,318
4- Consideration – Messages
5- How many times did each person saw the ad.
6- 177,367
Phase 4 - SEM
Company's website, target group B2B, using google ads
Campaign Type
1- Search
2- Smart
1- Fast way to occure for customers
2- Tailored made type for small businesses
