Sina Kim

About SoSafe
SoSafe offers a safe, easy, and secure Social Safety Network to restaurants and bars. It will automatically associate check-in and out times with the verified number and automate the Covid questionnaire for fast registration. No apps to download. No expensive technology to maintain. No tracking.
I completed this project through Cornerstone College’s Campaign Management program. My focus at SoSafe was on building awareness and generating leads via social media, website optimization, and ads.

Goals and Strategies

- Smart Goal

- Key Message

Target Audience

- Buyer Persona

- Value Proposition

- Empathy Map

- Buyer Journey

Search Engine Optimization

- Keyword Research

- On-page Meta Analytics

- Homepage Structure

Brand Identity

- Brand Guidelines

- Design Concept

Social Media

- Content Calendar

- Social Media Post

Facebook Ads

- Advertisement Plan

- Ads Design

Engagement

- Acquisition Overview

- Recommendations

Goals and Strategies

Smart Goal

I set a smart goal of increasing website traffic by 20% and generating more leads in four weeks.

Optimize website,
Promote social media

Increase website users

Boost business awareness

Drive more leads (5%)

key Message

I chose six key messages that clearly describe SoSafe’s features.
They are the main points I want Sosafe’s target audience to receive.

Target Audience

Buyer Persona

SoSafe targets chain restaurants like Earls and Cactus Club as well as small local restaurants. Based on my research about two types of restaurants, I developed a buyer persona.

Large Business

Small Business

Value Proposition

Empathy Map

Buyer Journey

Search Engine Optimization

Keyword Research

To optimize a website, I started with keyword research. Based on the keywords I found, I developed a meta title, description, and H1 tag.

Keyword research of competitors

Related keywords to "Restaurant Software"

What are people talking about

Restaurant Software?

  • Why is restaurant software so complicated?

  • Which is the user-friendly restaurant software for all the restaurant businesses?

  • Where can we find the best restaurant management software?

  • Which is the best restaurant management software?

  • What simple software tools can make restaurant management better?

Keywords selected

On-page Meta Analytics

Homepage Structure

  • Need to use a H1 tag

    There must only be one H1 tag per page.
    *Suggestion: "Simple. Easy. Fast. Secure. Help your customers feel safe and develop a relationship."

  • Improve call-to-action

    "TRY FOR FREE" is one of the most popular keywords. It can lead to conversions.

Before and After

Brand Identity

Brand Guidelines

In order to boost brand awareness, I created brand guidelines before starting social media posting. I chose colors that reflect SoSafe and made a posting image guide that ensures consistent content is on channels.

Logo & Symbol

Color Palette

Posting Image Guide

Design Concept

I developed an all-encompassing design concept. Circle shapes came from SoSafe's symbol and colors from a color palette. With the design concept, I created a cover image that gives a sense of trust to the user.

Social Media

Content Calendar

Facebook and Linkedin are the most popular social networks for business, so I started SoSafe's page on Facebook from scratch. I created a profile and an account. For LinkedIn, I used a Traction Health (SoSafe's parent company) account with existing followers.

Social Media Post

I created all posting images following brand guidelines. Based on the best times to post to Facebook and Linkedin, I posted to both channels. I avoided the weekends when there were not many users.

Scroll>>

Facebook Ads

Advertisement Plan

To promote SoSafe, I planned Facebook Ads for 12 days. I decided on objectives, schedule, and budget.

Objectives

Reach > Traffic > Conversion

Design

3 Single Image Ads for A/B testing

Schedule

March 15 - 26 (for 12 days)

Design

I designed three different ad concepts for the A/B testing. At first, I illustrated how to use SoSafe. Also, I created icons that briefly showed features of SoSafe. In the last, I designed an image using a picture emphasizing "Free quote".

sosafe_post_09
ads_2
ads_3
Previous
Next

Engagement

0
Facebook Page View
0
Linkedin Page View
0
Website Visitors

Acquisition Overview

Although organic traffic increased, paid traffic did not. I couldn't run Facebook ads due to some problems with the Ads account. In terms of social media insights, engagement rates and impressions have increased.

Recommendations

Google Ads allows businesses to reach anyone who uses Google to search for information, products, and services online. When used properly, Google Ads has the potential to send SoSafe large numbers of people who want exactly what SoSafe has to offer.

Posting a blog on a website helps build brand awareness and generate leads. I suggest choosing blog topics based on keyword research.

SoSafe provides a digital menu and allows customers to request service. Paying with Google Pay without having to contact the server could be more effective.

Also, Twitter and Instagram have the most users. SoSafe can use these channels to generate more leads.

Thank you

Whoo, this is a very long post. I’m really grateful that I got to work on so many things and that everyone I worked with was kind and talented. The SoSafe team, Cristina, Riho, Marcella, made this program enjoyable and rewarding. We faced many challenges, but had the chance to get through every step for Digital Marketing from scratch.