David Sealeydsealey@quba.co.ukwww.linkedin.com/in/davesealeytwitter.com/sealeyd

Introduction

Audience & Customer Analysis

Competitor SWOT Analysis

Web Analytics Performance

Usability, Content & Structure Review

Situation Analysis: How well are we using digital marketing right now?

Mission Goals Reporting

Objective Setting: What do we want to achieve?

Audience Profiling & Targeting

Market Proposition & Brand Content Strategy

Strategy: How can we achieve our goals?

Offline Comms Strategy

Tactics: Which digital marketing activities will we do and how?

ACQUIRE CONVERT ENGAGE

Search Engine Optimisation (SEO)

Pay Per Click

Affiliate and Partner Marketing

Display Advertising

Acquisition Email Marketing

Social Media Marketing

Content & Design Effectiveness

Landing Page Design Efficacy

Sign-Up Process Ease-of-Use

Review of All Calls-to-Action

Social Media Marketing

Offer Messaging

Content Marketing

Newsletters

Event-Triggered Email Marketing

Customer Service & Support

Website Personalisation

Social Media Markerting

Tactics: Which digital marketing activities will we do and how?

ACQUIRE CONVERT ENGAGE

Search Engine Optimisation (SEO)

Pay Per Click

Affiliate and Partner Marketing

Display Advertising

Acquisition Email Marketing

Social Media Marketing

Content & Design Effectiveness

Landing Page Design Efficacy

Sign-Up Process Ease-of-Use

Review of All Calls-to-Action

Social Media Marketing

Offer Messaging

Content Marketing

Newsletters

Event-Triggered Email Marketing

Customer Service & Support

Website Personalisation

Social Media Markerting

Audience Profiling & Targeting

Market Proposition & Brand Content Strategy

Strategy: How can we achieve our goals?

Offline Comms Strategy

Mission Goals Reporting

Objective Setting: What do we want to achieve?

Audience & Customer Analysis

Competitor SWOT Analysis

Web Analytics Performance

Usability, Content & Structure Review

Situation Analysis: How well are we using digital marketing right now?

Situation

2

4

4

5

8

9

9

12

30

31

42

57

To do some shopping

To answer my phone/use my mobile

To stay overnight at the hotel (eg Travel Lodge, Travel Inn) there

To meet someone/use as a meeting point

My children were restless

I planned to stop at a specific service area during my journey

There was nowhere else to eat/buy a drink

The driver was too tired to carry on

Stopped to stretch my legs, break from driving, fresh air etc

To refuel the car

To grab a quick bite/drink

I/the passengers needed a toilet break

%

Main reasons to stop at roadside services, April 2010

Roadside services that consumers use, April 2010

1

3

5

5

6

9

17

19

27

37

38

43

82

Entertainment facilities (eg video arcade)

Accommodation

Picnic area

Table service/full-service restaurant

Children's facilities/services

Branded retail shop (eg Boots)

Cash machines

Grocery shop/convenience store

Fast food outlet

Self-service restaurant/cafeteria

Coffee shop

Petrol station

Toilets

%

Attitudes towards roadside catering facilities, April 2010

3

6

7

8

14

15

15

17

19

20

21

22

29

I may be more inclined to stop if the facilities/brands were better advertised

I would prefer to use a drive-thru facility

I’d be more likely to stop if there were better/more upmarket food (eg CaféRouge)

I’m worried about the food safety with roadside catering vans

I’d rather not stop – I just want to get from A to B

I tend to stop for the branded outlets/products eg Costa Coffee or Marks &Spencer Simply Food

I sometimes stop at them even though I hadn’t planned to

I don’t pass them/rarely take long journeys

I like to stop so I don’t get too tired at the wheel

I pack food from home

The food quality/range is poor

I use them as I like to break up my journey

I don’t stop for long

%

Objectives

1. Drive footfall2. Increase visitors3. Build loyalty4. Increase spend5. Reinforce brand6. Communicate

effectively7. Encourage interaction

Strategy

Reach – Search Marketing

Keyword Theme Universe

Brand keyword themes‘little chef restaurants’

Generic keyword themes‘roadside services’

Route planning themes‘route planner’

Peripheral themes‘family day out’

Keyword Universe Applied to

Key Audiences

PPC to Promote Specific Messages at Key Time

Onsite SEO: Relevance

Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

Onsite SEO: Accessibility  

Onsite SEO: Considerations

Offsite SEO

Offsite SEO – Links

This is text about Little Chef restaurants

<a href=“http://www.littlechef.co.uk/” rel=“external”

target=“_blank” title=“Visit Little Chef website”>Little

Chef</a>

Offsite SEO –Building Links

Offsite SEO – Building Links

Google Business Ads

Reach –Social Media

Reach – Affiliates & Partners

Payment

Reach –Email Marketing

Act & Convert – Website

Restaurant Search

Route Planner

Menus

Restaurant Page

Promotions

Friends

News

Feedback/Service

Games

Share Ideas

Q&A

BlogsTeam Profiles

Contact

CareersShop

Offers

Staff Channel

Act & Convert – Mobile

Engage – CRM

Engagement – Email Marketing

Engagement – Social Media

Budget

Tactics: Which digital marketing activities will we do and how?

ACQUIRE CONVERT ENGAGE

Search Engine Optimisation (SEO)

Pay Per Click

Affiliate and Partner Marketing

Display Advertising

Acquisition Email Marketing

Social Media Marketing

Content & Design Effectiveness

Landing Page Design Efficacy

Sign-Up Process Ease-of-Use

Review of All Calls-to-Action

Social Media Marketing

Offer Messaging

Content Marketing

Newsletters

Event-Triggered Email Marketing

Customer Service & Support

Website Personalisation

Social Media Markerting

Audience Profiling & Targeting

Market Proposition & Brand Content Strategy

Strategy: How can we achieve our goals?

Offline Comms Strategy

Mission Goals Reporting

Objective Setting: What do we want to achieve?

Audience & Customer Analysis

Competitor SWOT Analysis

Web Analytics Performance

Usability, Content & Structure Review

Situation Analysis: How well are we using digital marketing right now?

Tactics: Which digital marketing activities will we do and how?

ACQUIRE CONVERT ENGAGE

Search Engine Optimisation (SEO)

Pay Per Click

Affiliate and Partner Marketing

Display Advertising

Acquisition Email Marketing

Social Media Marketing

Content & Design Effectiveness

Landing Page Design Efficacy

Sign-Up Process Ease-of-Use

Review of All Calls-to-Action

Social Media Marketing

Offer Messaging

Content Marketing

Newsletters

Event-Triggered Email Marketing

Customer Service & Support

Website Personalisation

Social Media Markerting

Audience Profiling & Targeting

Market Proposition & Brand Content Strategy

Strategy: How can we achieve our goals?

Offline Comms Strategy

Mission Goals Reporting

Objective Setting: What do we want to achieve?

Audience & Customer Analysis

Competitor SWOT Analysis

Web Analytics Performance

Usability, Content & Structure Review

Situation Analysis: How well are we using digital marketing right now?

David Sealeydsealey@quba.co.ukwww.linkedin.com/in/davesealeytwitter.com/sealeyd

Contact Details