Social media marketing plan for Stefan's Steakhouse
Pesonen, Maria-Riikka; Aho, Laura (2017)
Pesonen, Maria-Riikka
Aho, Laura
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201701251668
https://urn.fi/URN:NBN:fi:amk-201701251668
Tiivistelmä
Social Media Marketing plan for Stefan’s Steakhouse
This thesis is focusing on making a updated marketing plan for Stefan’s Steakhouse. Stefan’s Steakhouse restaurants are located in many cities around the country but the thesis focuses on the one that is located in Helsinki. The steakhouse is a bit more expensive than avarange restaurants and is located next to the Esplanade park.
The aim of the thesis is to create a marketing plan focusing on social media marketing. The thesis is going to take a look on different social media marketing channels and what kind of content attracts attention, what are the social media channels where people do research on restaurants and where do they follow them.
Stefan’s Steakhouse hasn’t had a marketing plan before and hasn’t been active in any other social media channels than Facebook and their website. The aim for the thesis is that the company gets an easy to read and understand marketing plan. In the final marketing plan, there will be shown what kind of content attracts customers to the chosen social media channels’ and where in social media are the target audience most active in.
In the theory part of the thesis there will be about marketing, digital marketing and social media. We will also do a SWOT-, PEST-, and Benchmarking- analysis. The theory is available as articles online, from previous marketing classes and from literature. It was also agreed that information would be collected via sending a questonaire to the already existing Ravintola.fi customer membership list. To motivate the people to answer the survey, Stefan’s Steakhouse will give out a three course meal for free (not including the wines) to one of the people who answered the questions. The full customer survey can be found in the attachment.
The execution, the content marketing plan, can be found below after the theory section. Be-fore publishing the thesis, the social media marketing plan and the thesis were evaluated by the client in order to be able to do all necessary changes. The outcomes of the content marketing plan met with set goals and the client intends to use the finalised content marketing plan.
There were few development suggestions given to the company for the future. The marketing plan was created for the current situation of the company and they should develop it when getting new resources. It was also decided that the company would not create Twitter, since the customer survey showed that it wasn’t among the most used channels.
This thesis is focusing on making a updated marketing plan for Stefan’s Steakhouse. Stefan’s Steakhouse restaurants are located in many cities around the country but the thesis focuses on the one that is located in Helsinki. The steakhouse is a bit more expensive than avarange restaurants and is located next to the Esplanade park.
The aim of the thesis is to create a marketing plan focusing on social media marketing. The thesis is going to take a look on different social media marketing channels and what kind of content attracts attention, what are the social media channels where people do research on restaurants and where do they follow them.
Stefan’s Steakhouse hasn’t had a marketing plan before and hasn’t been active in any other social media channels than Facebook and their website. The aim for the thesis is that the company gets an easy to read and understand marketing plan. In the final marketing plan, there will be shown what kind of content attracts customers to the chosen social media channels’ and where in social media are the target audience most active in.
In the theory part of the thesis there will be about marketing, digital marketing and social media. We will also do a SWOT-, PEST-, and Benchmarking- analysis. The theory is available as articles online, from previous marketing classes and from literature. It was also agreed that information would be collected via sending a questonaire to the already existing Ravintola.fi customer membership list. To motivate the people to answer the survey, Stefan’s Steakhouse will give out a three course meal for free (not including the wines) to one of the people who answered the questions. The full customer survey can be found in the attachment.
The execution, the content marketing plan, can be found below after the theory section. Be-fore publishing the thesis, the social media marketing plan and the thesis were evaluated by the client in order to be able to do all necessary changes. The outcomes of the content marketing plan met with set goals and the client intends to use the finalised content marketing plan.
There were few development suggestions given to the company for the future. The marketing plan was created for the current situation of the company and they should develop it when getting new resources. It was also decided that the company would not create Twitter, since the customer survey showed that it wasn’t among the most used channels.