Digital Strategy Proposal

MCS

The Business Harry Friends dream Family owned and run Boutique wine Award winning, ve-star winery New on-site restaurant

MCS

The Problem Sales rely on friends of friends Word of mouth Ageing customer base Founders without salary

MCS

The Problem Sales rely on friends of friends Word of mouth Ageing customer base Founders without salary The Opportunity Degustations popular Trendy venues James Halliday Five-Star winery 3000+ eDM list maintained Strong sense of community MCS

Key Strategic Objectives Reect Narkoojees passion Become inuencer in wine/food circles Strengthen existing clientele Attract new markets Increase degustation demand Boost sales & widen distribution

MCS

The Products Small selection Handmade, boutique Price point: sub-premium To share, for occasions

MCS

Target Demographics Existing clients 55+ - Baby boomers (1946 - 1966) - 24% of the population - Numbers are falling - Loyal clients - Campaign must cater

MCS

Target Demographics Existing clients 55+ - Baby boomers (1946 - 1966) - 24% of the population - Numbers are falling - Loyal clients - Campaign must cater 20 - 50 comprises 40%

MCS

Target Demographics: Potential Growth Categories of alcohol consumption: 21 - 24 : workforce entry 26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives

MCS

Target Demographics: Potential Growth Categories of alcohol consumption: 21 - 24 : workforce entry 26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives

Boutique wine price point

MCS

Target Demographics: Potential Growth Categories of alcohol consumption: 55+ : retirees 26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives

Target markets

MCS

Target Demographics: Potential Growth Categories of alcohol consumption: 55+ : retirees 26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives

3 fresh markets

MCS

Target Demographics: Potential Growth Categories of alcohol consumption: 55+ : retirees 26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives

3 fresh markets

Wine consumption increasing nationally

MCS

Target Demographics: Potential Growth

3 fresh markets

Most connected to social media

MCS

Psychographics
Seemingly broad target:
26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives 55+ : retirees

MCS

Psychographics
Seemingly broad target:
26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives 55+ : retirees

Boutique wine is more than just a perishable Shared ground

MCS

Psychographics
Seemingly broad target:
26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives 55+ : retirees

Boutique wine is more than just a perishable Shared ground

Price point Quality Limited distribution Minimal marketing

MCS

Psychographics
Seemingly broad target:
26 - 33 : main marrying 34 - 49: child bearing 40 - 55: executives 55+ : retirees

Boutique wine is more than just a perishable Shared ground

In the know and proud of it Enjoy openings/tastings/degustations Self expression via wines/foods/events Love the stories behind it all Shared ground

Price point Quality Limited distribution Minimal marketing

MCS

Personas
The retiree hobbyist: Julian, 61.
More time, more hobbies; considering wine appreciation course; wants to socialise; relaxing activity to enjoy with wife.

The middle-aged foodie: Melina, 39.

Loves entertaining, appreciates quality; recent divorce means trendy new restaurants with friends a staple; judges by wine list as much as food; enjoys social aspect, and time o from kids.

The trendy hipster: Pavel, 29.

Tries being dierent with girlfriend; the less known, the better; underground jazz and popups; boutique wine drink of choice; occasional degustations with friends fun.

MCS

Current User Journey

Current clients: limited interaction
- One-way via email - Promotions: products, discounts, degustations - Potential for dialogue at degustations

MCS

Current User Journey

Current clients: limited interaction
- One-way via email - Promotions: products, discounts, degustations - Potential for dialogue at degustations

Basic brand positioning

MCS

Current User Journey

Current clients: limited interaction
- One-way via email - Promotions: products, discounts, degustations - Potential for dialogue at degustations

Basic brand positioning

Prospective clients: minimal reach

- Word of mouth - Occasional wine reviews - Restaurants promoting degustations - Little interaction, minor persuasion

MCS

Current User Journey

Current clients: limited interaction
- One-way via email - Promotions: products, discounts, degustations - Potential for dialogue at degustations

Basic brand positioning

Trialists rarely become loyalists Prospective clients: minimal reach

- Word of mouth - Occasional wine reviews - Restaurants promoting degustations - Little interaction, minor persuasion

MCS

Current User Journey

Current clients: limited interaction
- One-way via email - Promotions: products, discounts, degustations - Potential for dialogue at degustations

Basic brand positioning Minimal added value Trialists rarely become loyalists Prospective clients: minimal reach
- Word of mouth - Occasional wine reviews - Restaurants promoting degustations - Little interaction, minor persuasion

MCS

Current User Journey

The trendy hipster: Pavel, 29.

Discovered Narkoojee via James Halliday review online; clicked on link to site; saw degustations; loved food and wine, but only group under 40; wants to do similar events with mixed crowd.

MCS

Current User Journey

The middle-aged foodie: Melina, 39.

Tried the wine at Jorg as rated ve star; learned restaurant did degustations; $85 for six courses cheap; quality impressive; will attend again if Jorg or Matteos promote via their Facebook pages, but happy to try others.

The trendy hipster: Pavel, 29.

Discovered Narkoojee via James Halliday review online; clicked on link to site; saw degustations; loved food and wine, but only group under 40; wants to do similar events with mixed crowd.

MCS

Current User Journey

The retiree hobbyist: Julian, 61.
Narkoojees current staple; knows because wife worked with owners friend; enjoys degustations two or three times a year; likes asking chef questions; loyal as existing network of friends attend.

The middle-aged foodie: Melina, 39.

Tried the wine at Jorg as rated ve star; learned restaurant did degustations; $85 for six courses cheap; quality impressive; will attend again if Jorg or Matteos promote via their Facebook pages, but happy to try others.

The trendy hipster: Pavel, 29.

Discovered Narkoojee via James Halliday review online; clicked on link to site; saw degustations; loved food and wine, but only group under 40; wants to do similar events with mixed crowd.

MCS

Intended User Journey

- Why pay $10 more for Narkoojee over DeBortoli with same rating? - Boutique, handmade, limited, family run none of which can be tasted.

Target market susceptible to added value:

MCS

Intended User Journey

- Why pay $10 more for Narkoojee over DeBortoli with same rating? - Boutique, handmade, limited, family run none of which can be tasted.

Target market susceptible to added value:

Social media Blogger outreach

MCS

Intended User Journey

- Why pay $10 more for Narkoojee over DeBortoli with same rating? - Boutique, handmade, limited, family run none of which can be tasted.

Target market susceptible to added value:

Social media Blogger outreach

Added value

Brand positioning

MCS

Intended User Journey

- Why pay $10 more for Narkoojee over DeBortoli with same rating? - Boutique, handmade, limited, family run none of which can be tasted.

Target market susceptible to added value:

Social media Forge relationships Blogger outreach

Foster loyalty

Added value

Promote advocacy

Brand positioning

MCS

Intended User Journey

The trendy hipster: Pavel, 29.

Scrolls through smartphone newsfeed on tram; enjoys the how; re-shares interesting articles on winemaking; friends see and join; degustations have mixed crowds.

MCS

Intended User Journey

The middle-aged foodie: Melina, 39.

Added to her RSS list for wine/food reviews on laptop; checks to see what wines to choose/foods to match before entertaining; tells friends where she gets her tips during dinner.

The trendy hipster: Pavel, 29.

Scrolls through smartphone newsfeed on tram; enjoys the how; re-shares interesting articles on winemaking; friends see and join; degustations have mixed crowds.

MCS

Intended User Journey

The retiree hobbyist: Julian, 61.
Enjoys social aspect online; ips through forum on tablet while on couch; asks questions, chats, comments; uses content as chitchat during MCC lunches.

The middle-aged foodie: Melina, 39.

Added to her RSS list for wine/food reviews on laptop; checks to see what wines to choose/foods to match before entertaining; tells friends where she gets her tips during dinner.

The trendy hipster: Pavel, 29.

Scrolls through smartphone newsfeed on tram; enjoys the how; re-shares interesting articles on winemaking; friends see and join; degustations have mixed crowds.

MCS

The Strategy: Overview Reect Narkoojee values Customer focussed

Shared passions Relationships forged

MCS

The Strategy: Overview Reect Narkoojee values Customer focussed

Shared passions Relationships forged

Engaging content Value added

MCS

The Strategy: Overview Reect Narkoojee values Customer focussed

Shared passions Relationships forged

Engaging content Value added

Loyalty gained Advocacy

MCS

The Strategy: Overview Reect Narkoojee values Customer focussed

Shared passions Relationships forged

Engaging content Value added

Loyalty gained Advocacy

MCS

The Strategy: Benets

MCS

The Strategy
Brand Positioning - Family owned - Mr Friends dream - Family run, father to son - Passionate, award winning

MCS

The Strategy
Brand Positioning - Family owned - Mr Friends dream - Family run, father to son Key Proposition - Passionate, award winning Wine isnt a drink. Its a culture.

MCS

The Strategy
Brand Positioning - Family owned - Mr Friends dream - Family run, father to son Key Proposition - Passionate, award winning Wine isnt a drink. Its a culture. Key Messages - the Australian wine blog - latest on foodie wheres, whats, hows & whys - understand winemaking - learn about tasting - tips on recipes & matching wines - wine & restaurant reviews - fun competitions/exclusive giveaways MCS

The Strategy: Channels

MCS

The Strategy: Execution

Blog Title - Reect vision/mission - Connect with targets passion - Brief (URL, #hashtags) - Aid SEO

MCS

The Strategy: Execution

Blog Title - Reect vision/mission - Connect with targets passion - Brief (URL, #hashtags) - Aid SEO

wine2dine

MCS

The Strategy: Execution

Blog Title - Reect vision/mission - Connect with targets passion - Brief (URL, #hashtags) - Aid SEO

wine2dine
Tone - Personal, nostalgic - Friendly; authoritative - Critical and informed - Responsive

MCS

The Strategy: Execution

Blog Title - Reect vision/mission - Connect with targets passion - Brief (URL, #hashtags) - Aid SEO Content - Winemaking journal - Narkoojee events/awards/promos - Tasting/appreciation - Reviews (wines/restaurants) - Recipes (& matching)

wine2dine
Tone - Personal, nostalgic - Friendly; authoritative - Critical and informed - Responsive

MCS

The Strategy: Execution

Blog Title - Reect vision/mission - Connect with targets passion - Brief (URL, #hashtags) - Aid SEO Content - Winemaking journal - Narkoojee events/awards/promos - Tasting/appreciation - Reviews (wines/restaurants) - Recipes (& matching) Navigation
LATEST JOURNAL NEWS INTEREST REVIEWS

wine2dine
Tone - Personal, nostalgic - Friendly; authoritative - Critical and informed - Responsive

RECIPES

ABOUT

NARKOOJEE

MCS

The Strategy: Execution

Content Generation - 200 - 400 word blogs - Photos from vineyard/events - Short vlog wine reviews - Invite comments & question

MCS

The Strategy: Execution

Content Curation - Wine & food blogs/pages - Re-share quality - Add personal spin

Content Generation - 200 - 400 word blogs - Photos from vineyard/events - Short vlog wine reviews - Invite comments & question

MCS

The Strategy: Execution

Content Curation - Wine & food blogs/pages - Re-share quality - Add personal spin

Content Generation - 200 - 400 word blogs - Photos from vineyard/events - Short vlog wine reviews - Invite comments & question

Blogger Outreach - List, subscribe - Become active participant - Email admin - Invite guest blog - Curate

MCS

The Strategy: Execution

Content Curation - Wine & food blogs/pages - Re-share quality - Add personal spin

Content Generation - 200 - 400 word blogs - Photos from vineyard/events - Short vlog wine reviews - Invite comments & question

Blogger Outreach - List, subscribe - Become active participant - Email admin - Invite guest blog - Curate

COMPELLING CONTENT, COMPELLED MARKET MCS

The Strategy: Execution

Scheduling Posts - Tactical posts - Maximise engagement - Target Julian, Melina and Pavel

MCS

The Strategy: Execution

Minimal Budget - Lower than traditional advertising - Ready-made blog templates - Smartphones: socials studio - PT social-media manager

MCS

The Strategy: Execution

Minimal Budget - Lower than traditional advertising - Ready-made blog templates - Smartphones: socials studio - PT social-media manager

Additional Options - Promoted posts & tweets - AdWords - Competition prizes/giveaways - Contra deals with restaurants

MCS

The Strategy: Execution

Minimal Budget - Lower than traditional advertising - Ready-made blog templates - Smartphones: socials studio - PT social-media manager

POPULAR BLOGS GENERATE REVENUE

Additional Options - Promoted posts & tweets - AdWords - Competition prizes/giveaways - Contra deals with restaurants

MCS

The Strategy: Execution

Timeline

Weeks 1- 4

Week 4

Ongoing

Narkoojee website Content generation Content generation updated Blog/pages developed DM/eDM used to promote launch/ giveaway

Content curation

MCS

The Strategy: Execution

Evaluation - Engagement/interaction - Likes/followers - Linkbacks (blogs/pages/tweeters) - Trac monitoring - SEO Benchmarks - 500 visitors rst week - 2000 within rst month - 3000+ after two months

MCS

The Strategy: Execution

Evaluation - Engagement/interaction - Likes/followers - Linkbacks (blogs/pages/tweeters) - Trac monitoring - SEO Benchmarks - 500 visitors rst week - 2000 within rst month - 3000+ after two months

3% of benchmarks sees signicant ROI

MCS

The Strategy: Execution

Evaluation - Engagement/interaction - Likes/followers - Linkbacks (blogs/pages/tweeters) - Trac monitoring - SEO Benchmarks - 500 visitors rst week - 2000 within rst month - 3000+ after two months

3% of benchmarks sees signicant ROI

Owned/borrowed media: no exit strategy

MCS

THANK YOU
MCS