Digital Marketing Strategy for a Pub in Ireland
Assignment for the Digital Marketing Institute.
Frank O’Callaghan
Digital Marketing Diploma
Course code; 130311 – BC - dub
CONTENTS
Index | Page | Cover Page | 1 | Table Of Contents | 2 | Executive Summary | 3 | Situation Analysis | 4 | Situation Analysis | 5 | Situation Analysis | 6 | Situation Analysis | 7 | Audience | 8 | Channels | 9 | Channels | 10 | Channels | 11 | Channels | 12 | Channels | 13 | Objectives | 14 | Budget | 15 | Measure and Iterate | 16 |
1. Executive summary
This document reviews the existing online channels used in the promotion of The Bath Pub, and outlines a digital marketing strategy to be implemented from June 2013 through until June 2014.
The Bath Pub was established in 2012 By Mr Stephen Cooney and Mr Brian O’Malley. The pub is located on Bath Avenue in Dublin 4 and is a stone’s throw from the Aviva stadium. The proprietors do not currently have an active digital marketing strategy however they do use Twitter and Facebook quite regularly.
In this document we have analysed the digital presence of The Bath Pub as well as a number of their competitors. We have also outlined how through the various different channels we can enhance their own digital presence, and hopefully increase the customer base.
The strategy we have devised will focus on a few key areas; * SEO (Search Engine Optimisation) * Blogging * Google adwords * Social Networking * Email marketing (on a trial basis initially)
We have also outlined a number of targets we aspire to hit through the implementation of this strategy, and a budget for same. Finally we have outlined a calendar of events for monitoring and reviewing the digital marketing strategy.
2. Situation Analysis
Established in 2012 the Bath Pub is located on Bath Avenue in Dublin 4. The Bath is owned and run by Stephen Cooney and his partner Brian O’Malley. The pub is a superb addition to the well known eateries and bars established
Frank O’Callaghan
Digital Marketing Diploma
Course code; 130311 – BC - dub
CONTENTS
Index | Page | Cover Page | 1 | Table Of Contents | 2 | Executive Summary | 3 | Situation Analysis | 4 | Situation Analysis | 5 | Situation Analysis | 6 | Situation Analysis | 7 | Audience | 8 | Channels | 9 | Channels | 10 | Channels | 11 | Channels | 12 | Channels | 13 | Objectives | 14 | Budget | 15 | Measure and Iterate | 16 |
1. Executive summary
This document reviews the existing online channels used in the promotion of The Bath Pub, and outlines a digital marketing strategy to be implemented from June 2013 through until June 2014.
The Bath Pub was established in 2012 By Mr Stephen Cooney and Mr Brian O’Malley. The pub is located on Bath Avenue in Dublin 4 and is a stone’s throw from the Aviva stadium. The proprietors do not currently have an active digital marketing strategy however they do use Twitter and Facebook quite regularly.
In this document we have analysed the digital presence of The Bath Pub as well as a number of their competitors. We have also outlined how through the various different channels we can enhance their own digital presence, and hopefully increase the customer base.
The strategy we have devised will focus on a few key areas; * SEO (Search Engine Optimisation) * Blogging * Google adwords * Social Networking * Email marketing (on a trial basis initially)
We have also outlined a number of targets we aspire to hit through the implementation of this strategy, and a budget for same. Finally we have outlined a calendar of events for monitoring and reviewing the digital marketing strategy.
2. Situation Analysis
Established in 2012 the Bath Pub is located on Bath Avenue in Dublin 4. The Bath is owned and run by Stephen Cooney and his partner Brian O’Malley. The pub is a superb addition to the well known eateries and bars established