Part 4: Campaign #1

Company Name Sang To-Go

Campaign Theme Awareness campaign, fall-theme

Campaign hashtag(s) #SangBreaks

Company Website URL https://sangto-go.weebly.com/

Facebook @ @sangtogo

Instagram @ @sangtogo

Oct 16-27, 2019

Digital Calendar

Date Channel Topics

Oct 16 Facebook Grand opening

Oct 16 Instagram Follow us!

Oct 18 Facebook Dish specials

Oct 18 Instagram Grand opening

Oct 18 Weebly blog

Grand opening

Oct 18 Google Ads

1) Grand opening, 2) Fall specials, 3) New breakfast dishes, 3) Corporate discount

Oct 21 Facebook Slide show of images

Date Channel Topics

Oct 21 Instagram Featuring Banh mi

Oct 21 Constant Contact Email

Skip the lines and order online

Oct 23 Facebook Banh Mi feature

Oct 23 Instagram Banh mi Wednesday

Oct 25 Weebly blog Come try Banh mi at Sang To-Go

Oct 25 Facebook 20% off special

Oct 25 Instagram More dish specials

Oct 16-27, 2019

Featured Facebook Posts

Featured Facebook Posts

Featured Instagram Posts

Featured Instagram Posts

Blog Post #1

Blog Post #2

Google Ads

Campaign Email

Google Ad Metrics #1 #2 #3 #4

Clicks 15 13 0 10

Impressions 914 846 364 854

Click-thru rate 1.64% 1.54% 0.00% 1.2%

Avg. CPC $1.84 $2.38 $0 $1.36

Google Ad Performance

Oct 16-27, 2019

1 Vietnamese food

2 Food truck

3 Seattle food truck

4 Food truck downtown

5 Vietnamese food trck

Top 5 Keywords & Phrases

Cost Impressions Clicks

Mobile 80.8% 62.8% 74%

Tablet 2.0% 7.2% 1%

Computers 27.1% 30.0% 24.1%

Devices

Top Age Range Female % Male %

25-34 25% 26%

Gender & Age

Most Shown Ad

Google AnalyticsOct 16-27, 2019

Users 33

New Users 15

Sessions 50

# of Sessions/User

5

Avg. Session Duration

00:01:56

Pages/Session 1.18

Pageviews 39

Bounce Rate 65.50%

Audience > Overview

Direct 2

Referral 25

Paid search 5

Social 1

Acquisition > Overview > Users

Pageviews 39

Unique Pageviews 14

Avg. Time on Page 00:01:56

Bounce Rate 65.50%

% Exit 75.40%

Behavior > Overview

Page Title Pageviews Avg. Time on Page

Bounce Rate

1) Home 50 00:04:54 56.22%

2) Who We Are

30 00:03:23 75.05%

3) What We Do

22 00:02:45 67.66%

4) Blog 14 00:01:35 78.56%

5) Specials 6 00:00:89 43.55%

Behavior > Site Content > All Pages > Top 5 Pages

Title of top landing page Home

Title of top exit page Who We Are

Behavior > Site Content > Landing Pages

Social Media Metrics

#1 #2 #3 #4 #5

Reach 10 22 44 20 55

Reactions, Comments, Shares 1 3 3 2 4

Clicks 3 1 1 1 0

Facebook Posts

#1 #2 #3 #4 #5

Likes 7 10 2 5 2

Comments 0 1 0 2 0

Shares 2 1 1 0 1

Saves 0 0 1 0 1

Profile Visits 2 1 2 0 5

Reach 14 25 40 6 16

Instagram Posts

Interactions 1

Profile Visits 0

Website Clicks 3

Reach 12

Impressions 3

Instagram Insights

Overall Growth 1

Top Location Seattle

Top Age Range 23

Gender % Female 25%, Male 35%

Instagram > Activity Instagram > Audience

Actions on Page 1

Page Views 45

Page Previews 25

Page Likes 15

Post Reach 123

Facebook InsightsFacebook > Overview > Last 28 days

Post Engagement

233

Page Followers 12

Video (if app) 3

Email MetricsDate Sent March 16, 2019

Open Rate 70%

Click Thru Rate 3

Bounce Rate 0

# of Sends 20

# of Opens 14

# of Clicks 5

# Opt Out 0

Campaign #1 Reflections

What you saw

● Surprised by how many people opened the first email. We expected low results. ● Disappointed in Instagram performance. ● Few people clicked on the link to the blog, and few people explored the blog after viewing a specific page.● Impressed how in-depth the metrics went. Liked that we could see the duration of sessions, how many clicks per

session, as well how many of our emails were opened or just thrown in the trash.

What you learned

● We adjusted the length of captions on my Instagram posts after the first one, trying to think of how a customer would rather read something short and sweet yet informative.

● We also added pictures to my second Facebook post to make it more visually appealing, and made sure to include as much information in my blog as possible.

● Adjusted search terms in Google Ads multiple times to improve performance.

Impacts for Campaign #2

We should promote our blog posts more and draw more attention to our social channels. We would like to create posts that inspire more engagement as well.