Develop and execute of a Digital Marketing and Public Relations Promotional Plan aimed at building the awareness of the Jamaica sauces & spices Brand, Halfway Tree, in the United States market; and Identify and develop appropriate online marketplace

Description

Develop and execute of a Digital Marketing and Public Relations Promotional Plan aimed at building the awareness of the Jamaica sauces & spices Brand, Halfway Tree, in the United States market; and Identify and develop appropriate online marketplace.

The consulting services (“the Services”) include:

a. Assist cluster companies in the design and execution of a digital marketing & PR promotion plan aimed at introducing HWT to the US market, and, over time, build brand awareness, increase customer loyalty and build brand equity.

b. Develop the cluster companies’ eCommerce online marketplace capacity. More specifically, the consultant will identify, select, and develop appropriate existing online marketplace eCommerce channels for the sale of the HWT line of products.

a) Digital Marketing & Public Relations

1. Consult with cluster partners to better understand the goalfor each channel- clarify the purpose of the plan.

2. Review existing digital marketing assets to assess usefulness. These include, create digital marketing assets for the cluster, Catiki Foods Ltd, to include: Website and Online Catalogue Branded assets (logos, icons, acronyms, etc.) Online products or tools (interactive content, etc.), Social media pages, Google Business, Video content (video ads, product demos, etc.), Images (infographics, product shots, company photos, etc. to be placed on website and social media platforms)

3. These assets must be consistent with the brand for use in various promotional channels identified under this consultancy.

4. Prepare manual with guidance on how each of these are to be maintained and updated.

5. Create a Logo and Brand Guide for Catiki Foods Ltd.

6. Create a central theme, unique selling proposition, mission statement, and key messages to be used across all promotional channels. Linking the logo and color to all aspects of a campaign, including a message to support this theme.

7. Identify and clarify with the cluster primary and secondary target audiences (demographic and psychographic).

8. Conduct at least one in-store promotion.

9. Develop and implement a workable digital marketing & PR promotional plan that will appeal to the target audiences. At a minimum, this plan should include digital marketing strategies such as: Pay-per-click (PPC) advertising

- Paid search advertising

- Search engine optimization (SEO)

- Keyword strategy

- Social media marketing (to include paid and unpaid)

- Conversation rate optimization (CRO)

- Content marketing

- Email and affiliate marketing

- The use of appropriately identified influencers; etc.

10. Develop newsletter template, create and publish first 2 newsletters.

11. Create a customer loyalty program plan