THE FOODIE TAKES FLIGHT

At the time of the COVID pandemic, learning does not stop. We continued our MBA
experience online and named our team, ECQube. ECQ, which stands for Enhanced
Community Quarantine, was when the group was formed during a strict lockdown of the
Metro and cube because we are a group of four individuals.

For the final requirement of our Digital Marketing Class, Team ECQube, will be using
the brand of The Foodie Takes Flight for our digital marketing campaign.

The Foodie Takes Flight offers easy and delicious vegan recipes for everyone. Here are
the sample dishes made:
 Cauliflower Poppers, Tofu McNuggets and Mushrooms Dumplings

For more details recipes, check out The Foodie Takes Flight Website:
https://www.thefoodietakesflight.com

Who is The Foodie Takes Flight “TFTF”?

The Foodie Takes Flight is the passion project of Jessica Uy - a young vegan cook
whose passion is to create easy vegan recipes using simple ingredients! This was
established back in 2015 for her love for animals and Mother Earth.

A sample crowd-favorite recipe of the TFTF is her Salt & Pepper Cereal Crusted Cauliflower.
Don’t be discouraged with the vegan category, healthy doesn’t mean it’s not yummy. Trust us,
this is really good even if you are not fond of cauliflower nor veggies or have plans in being
vegan.

TFTF has a growing follower base of around 286,000 followers on Instagram and this was
grown organically -- no push advertisements, just word-of-mouth and being part of vegan
communities. TFTF also has a Facebook page, Youtube Channel, Pinterest and is found on
Google!
Channels:
IG https://www.instagram.com/thefoodietakesflight/
FB https://www.facebook.com/thefoodietakesflight
Website https://www.thefoodietakesflight.com/
Youtube https://www.youtube.com/channel/UCkXdahh-G5hZo5QbYvJqB8Q
Pinterest https://www.pinterest.ph/thefoodietakesflight/

Team ECQube believes that TFTF can still gain a wider reach not only in the vegan community,
but also in the food scene as consumer trends have long been transitioning into a healthier
lifestyle, longing for better alternatives like what TFTF has to offer.

This is where the use of digital marketing concepts we learned in the past few months from our
synchronous, asynchronous and research can be put into place.

The goal of this digital marketing campaign is to increase the awareness of the TFTF brand in
the Facebook platform since FB is the number one social media platform according to
Hootsuite.

The marketing tools to be utilized for this Digital Marketing Campaign are as follows:
1. Use of Facebook Business Manager
2. Chatbot via Facebook Messenger
3. Start of Monthly E-Mail Newsletter

Facebook Business Manager

One of the things that we, as a group, will do to increase The Foodie Takes Flight’s Facebook
engagement is to do a Facebook ad campaign via the Facebook Business Manager. In order to
do that is to increase brand awareness, which is the type of campaign we chose. And, below is
a snapshot of how we set-up the campaign:
Here are previews, in mobile and desktop view, of our Facebook sponsored ad to be displayed
in the news feeds of people:
Here are the results of the campaign:

We were able to reach 67,952 people. These people were able to see our sponsored ad and it’s
possible that some of them may have seen our ad more than once; hence, 86,663 impressions
or 86,663 times that are ads were seen on a screen (mobile, tablet, desktop/laptop).

To further boost the engagements The Foodie Takes Flight has on Facebook, we also
conducted an e-contest. It was a three-day contest wherein participants can win a free copy of
The Foodie Takes Flight’s Vegan Kitchen, an e-cookbook.
Contrary to the page promotion, the contest was expected to build engagement organically
through, likes, shares, and tags. This contest also allowed The Foodie Takes Flight to engage in
conversation with its followers to strengthen its Facebook community.

After three days, the contest material was able to reach 928 people, and was able to get 77
reactions which were all positive, 17 comments, and 14 shares

We concluded the campaign by announcing the winner through the comment section of the
post. Again, to promote warmth and to strengthen The Foodie Takes Flight to its customers.
Chatbot via Facebook Messenger

In order to leverage The Foodie Takes Flight’s global audience, the group wanted to ensure that
even when Jessica/Jeeca is not available, someone will automatically reply to initial queries
about the page. Hence, we decided to create our first chatbot.

The initial set-up was created for the Facebook platform through Messenger, another social
messaging app frequently used by people all over the world, especially in the United States of
America – one of the page’s main audience. We used MobileMonkey, a relatively new chatbot
builder website established in 2017, to create the chatbot experience.

A welcome dialogue was first created so that whenever potential or even current social media
users send a message to TFTF, an automated response will appear. A self-introduction is first
sent out by the chatbot, followed by a question asking for contact details. This ensures the
person that he will be replied to as soon as possible. Notifications are automatically sent to the
page’s inbox to ensure quick responses once Jessica is online.
Next, the group decided to curate a simple Q&A dialogue focused on the TFTF’s electronic
book, The Vegan Kitchen. Keywords are inputted such as “e-book” or “vegan kitchen” so that
whenever someone would inquire, a response will appear that pertains to the page’s e-book.
Here’s the final output when used over the Messenger platform:

As more users will soon discover the beauty of automated responses, our group’s dream is
really to develop the chatbot experience further, to include more interactive conversations, and
use effective tools for monitoring such as building leads and analytics. In a world where people
demand information immediately, the page must take advantage of this technology in order to
avoid any missed opportunities in the near future.

Monthly E-Mail Newsletter

For the very first E-Newsletter of The Foodie Takes Flight, the e-mail addresses of the
subscribers were obtained in two ways.

First is through the use of Google Forms which was disseminated in food groups and online
communities. There were a total of around 500+ respondents globally who answered the form.
Aside from this, team ECQube used the existing e-mail list of The Foodie Takes Flight from her
“get in touch with me” portion in her website.
The group also suggested to TFTF to incorporate a pop-up in her website for those interested to
directly subscribe to her monthly newsletter.

In order to send out the first ever monthly newsletter of TFTF, the Wix ShoutOut option was
utilized since the website that TFTF actually uses is powered by Wix. Creating the newsletter
was as simple as creating this blog, incorporating photos, captions, links to her youtube and
more. Here is the August Newsletter:
Also, thanks for Wix Analytics, the group was able to know that 99% of the e-mail list
respondents were successfully reached. 37% of them opened the newsletter and around 2%
clicked on the different contents. Wix also showed that 61% opened their newsletter via mobile
which is key information for TFTF since she should always ensure her newsletter should be
compatible via mobile interface.

Key Learnings from the Digital Marketing Campaign:

1. Content Marketing
Basically with the entire campaign, we made use of Content Marketing, from goal formulation to
evaluation. This only shows how Content Marketing is a strategy applicable to any plan you
wish to execute. The most important takeaway here is what The Foodie Takes Flight can
continue to improve on. Having a large and growing follower base in Instagram is an excellent
start and has brought so many views to her website, recipes and even e-Book sales, but with
tapping Facebook, there is absolutely more room for growth!

2. Facebook Blueprint (Business Manager)

Given that our Facebook Ad campaign reached 67,952 people while potentially reaching 210
million people from our custom target audience, our group noted that the limited budget and
limited duration of the campaign were factors to such reach. Despite that and together with our
other organic campaigns, we ultimately gathered additional 700+ likes and followers, which is a
more than satisfactory outcome already considering this is the first campaign our group did. The
mentioned factors will definitely be considered in the next endeavors of our group while
encouraging more interaction from our own and would-be followers to ultimately spread the
word of The Foodie Takes Flight.

3. Use of Chatbots
In this digital age, people don’t care anymore on which side of the world you are. When they
want something such as information, they want it right away. Failure to respond quickly will lead
to missed opportunities in terms of gaining new followers or generating leads. The rise of
chatbots has aided businesses in delivering prompt and complete responses. Basic features of
the chatbot can already help anyone create a more personal and interactive conversation. All
the more when you avail of chatbot builders with premium features. You can make your chatbot
as interactive as possible, which can start from the asking stage right down to the purchase and
advocacy stage. Thus, chatbots can really contribute to excellent customer service!

4. Mobile Marketing
Almost everyone has a smartphone nowadays and it is simply the easiest way to communicate
and access information through a click of the button. The Foodie Takes Flight is aware of this
and ensures that her website, www.thefoodietakesflight.com’s layout when viewed via mobile is
neat, organized and the same look as accessing it via desktop. Also, as seen in the Wix
ShoutOut Statistics, 61% of TFTF subscribers viewed the newsletter sent via mobile and only
35% via desktop.

5. 4Cs
The 4Cs is very evident in TFTF’s concept, and are things that can be strengthened for
continuous success. First is co-creation. To begin with the community started and is grounded
on like-minded people’s love for the same thing--vegan food! The second is currency, while
TFTF has an e-book for sale, free recipes are also available on the website. Third is communal
activation. Since the content is all online, they are likewise all readily accessible. Followers can
readily check their social media platforms, and the e-book they can save on their phone. Lastly,
conversation. The tone of her posts are very engaging and welcoming communication, which
also paved the way for followers to engage with fellow followers as seen in her comments
sections. We can see that with good and proper use of these 4Cs are good reasons why TFTF
has a continuously growing number of followers.