Call for Digital Marketing Consultancy- Al Saeid- ARYAF

Context & Background

Berytech is a leading organization in the Entrepreneurial Ecosystem in Lebanon, that aims to provide a conducive environment for the creation and development of startups, through incubation, business support, counseling, funding, networking, and company hosting, hence taking part in the economic revival of the country, participating in wealth and job creation, and retaining graduates and high-level skills in Lebanon.  

About ARYAF PROJECT

ARYAF serves Micro, Small, and Medium Enterprises operating in food processing, local hospitality, tourism, the restaurant industry, eco-tourism, and Agri-tourism within west Bekaa, Zahle, and South Mount Lebanon.  

The program aims to empower sixty MSMEs (Micro, Small, and Medium Enterprises) to increase their sales volume, implement a business continuity plan, and provide training to their staff, including youth, women, and disabled individuals.

The program is funded by The German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für International Zusammenarbeit (GIZ), in partnership with Berytech, within the framework of Strengthening Agriculture, Local Communities and Small and Medium Enterprises project (ACE). 

Background

 Al-Saeid Food is a specialist in providing, preparing, and manufacturing food for weddings and various events. They aim to maintain Lebanese customs and traditions by offering world-famous Lebanese dishes made with the finest locally sourced ingredients. They have served at various locations including Barouk, neighboring estates, the entire Chouf, Hasbaya, Rashaya, Ain Tenta, Dahr al-Ahmar, Choueifat Aley, and many more.

 The SME requires a digital marketing consultancy that can plan and carry out an extensive and successful social media campaign as well as digital marketing initiatives.

The main objectives for this consultancy are as follows:

- Raise company recognition and awareness - Draw in new business and keep hold of current clientele by providing them with an exceptional new memorable experience.- Increase its visibility and online reputation by interacting with current and future clients on social media and other digital platforms.- Boost sales and revenue by encouraging repeat business and referrals, as well as converting more leads and bookings.- Make the most of its resources and budget by utilizing creative and economical marketing tools and strategies.Scope of Work

Any digital marketing strategy should start with a deep comprehension of the target market, the status of the industry, the competitors, and the unique value proposition of the brand or product and reservations.

It is mandatory to utilize cost-effective and innovative marketing techniques and tools to get the most out of its funding and resources.

The aim is to undertake a digital marketing audit and analyze the online performance, threats, opportunities, weaknesses, and strengths of Al Saied Catering activities.

Reviving the brand identity, improving its online presence, and ultimately producing a more engaging and memorable experience are the objectives. This consulting support will make the business stand out in a competitive market and foster enduring connections with customers. The project's scope involves conducting a brand audit, creating a distinct brand identity and strategy, designing a website, launching a social media campaign, and designing a range of promotional materials.

• Digital Marketing Audit and Analysis

The aim is to understand and evaluate the SME’s digital presence, market positioning, and customer insights.

• Digital Marketing Plan

Development of a detailed digital marketing strategy, encompassing goals, KPIs, and a clear implementation timeline, along with iterative feedback integration.

• Digital Marketing Implementation

Ongoing digital marketing efforts, including content creation, social media management, online advertising, and regular performance reporting.

Action Plan

The following is the process that the consultant will apply to complete the project:

Investigate: Using a variety of tools and sources, including online and offline data, surveys, interviews, focus groups, and more, conduct an in-depth investigation into the catering business brand, clientele, and rivals. Along with reviewing the business's present marketing strategy, collateral, and initiatives, the consultant will point out any weaknesses and potential areas for development.

Plan: Using the research results and the business vision, mission, values, and objectives as a guide, create a strong and successful brand plan for the establishment. Along with defining the catering company's target market, value proposition, brand personality, brand voice, brand promise, and brand narrative, the consultant will also guide how to express each of these elements consistently and effectively across all touchpoints.

Design: Develop an original and captivating brand identity for the Al Saeid restaurant, considering the brand strategy as well as the establishment's preferences and expectations. The consultant will also rejuvenate a logo, slogan, and other visual elements that accurately represent the brand and set the business apart from its rivals. Lastly, the consultant will design a website that highlights the Al Saeid features, amenities, special offers, and customer testimonials. It will also feature a simple and safe online ordering/booking system and be accessible to all users.

Execution: To bring the website and brand identity to life, it's important to provide the right files, sizes, and formats, as well as the domain name, security, and upkeep services. The responsibility of launching and managing the social media campaign falls on the consultant. This includes creating and sharing engaging and relevant content on the business accounts across various platforms such as images, videos, stories, polls, quizzes, and advice. Additionally, the consultant will interact with Al Saeid customers on social media by responding to queries, comments, and reviews from both current and prospective guests.

Deliverables 

The deliverables for this project are as follows:  

1. Assessment Visit:

• Conduct a comprehensive and systematic investigation of the Food and Beverage sector using both qualitative and quantitative methods, which include competition, SWOT, GAP, and customer analysis.
• Additionally, review the marketing strategy, collateral, and events of Al Saeid, and present a report summarizing your findings and recommendations.

Deliverable: Assessment Report. 

In-depth analysis of Al Saeid's current online presence.

Competitor analysis to identify key opportunities.

2. Marketing Strategy:

• Collaborate with SME management and marketing staff to create a distinct and well-rounded brand plan based on brand audit findings.
• Provide a brand handbook outlining the catering principles and rules for the brand and how to consistently implement them across all channels.
• Develop a unique brand identity using the latest design trends and resources that align with the brand's strategy.
• Provide a range of taglines, logos, and visual components in various sizes and formats suitable for both digital and print media.
• To prepare for the social media campaign, the beneficiary must approve the brand strategy, identity, and guidelines, as well as the associated campaign materials such as templates, posts, and activities.

Deliverable: Marketing Strategy Report; brand handbook, New Logo, Slogan, Social media campaign. Tailored digital marketing strategy focusing on social media, content marketing, and search engine optimization.

3. Social media campaign:

The task is creating and managing a social media campaign for the industry using popular platforms like Facebook, Instagram, LinkedIn, and TikTok. The campaign should be aligned with brand identity and strategy. For the first three months, the consultant will be responsible for overseeing the social media page and managing all posts, queries, and engagement. In addition, the consultant will provide a social media toolkit, which includes templates, visuals, hashtags, captions, and other resources to create and personalize social media content. Furthermore, the consultant will also provide a social media calendar that outlines the type, frequency, and timing of posts.

Deliverable: Social Media Posts and Activities Report.  

Paid advertising campaigns targeting local and expat audiences. Customized social media templates to ensure cohesive branding.

4. Marketing materials:

• Create and deliver signage for the Catering company,
• Design and create a poster to be applied to the catering vehicles.
• Create and produce flyers, brochures, banners, business cards, and digital pieces that may be distributed and shown in a variety of venues and channels to promote the Business products and brand.
  • • Create and design an online menu that can be accessed through a QR code.
    • Design uniforms for the staff,
• Provide models and samples of the marketing materials along with a distribution and display strategy detailing the venues and media that the materials will be exhibited and disseminated.

Deliverable: Online Menu with QR Code

                       Create and deliver signage and posters, business cards, flyer, brochures, and Banners…

Design uniforms for the Staff and provide samples of adequate marketing materials.

5. Website design:
   • Using the best standards for web design and development, create a user-friendly and responsive landing page for the Catering and restaurant services website based on the brand identity.
   • Detailed structure of at least 5-6 pages including experiences, reservation information, gallery, Online reservation, free answers and questions, Links to social media, Partnerships, Online Menu, and additional design features.
   • Website Technical features
     • • Back End content and Order Management system
       • SEO, Google Analytics, and Google Console Search
       • Hosting Services, Security, and Support for 1 year

       Deliverable: Website design, structure, features, and Support for 1 year

6. Assessment and Measurement:
   • Use a variety of metrics and technologies, including web analytics, social media analytics, and customer feedback, to track and evaluate the effectiveness of the rebranding and marketing initiative.
   • Provide a measurement and evaluation report that includes suggestions for improvement along with a summary of the project's outcomes and results related to rebranding and marketing.

Deliverable: Final Report  

Qualifications

• A degree or diploma in branding marketing graphic design web design or related field.
• Proven track record of working with similar businesses in the food and beverage industry.
• Proven track record of developing and executing successful digital marketing campaigns for similar clients or projects.
• Proficiency in various relevant digital marketing channels, including website optimization, SEO, content marketing, social media marketing, email marketing, and online advertising.
• Proficiency in Managing and growing social media accounts with a focus on platforms relevant to the industry such as Instagram Facebook Twitter and LinkedIn.
• Strong project management capabilities including the ability to set and meet deadlines manage resources and adapt to changing circumstances.
• Awareness of legal and regulatory considerations specific to the food and beverage, hospitality, and tourism industry such as data privacy and advertising standards
• Ability and willingness to collaborate and communicate with management and staff and to incorporate their feedback and approval.
• A portfolio of previous work and projects that demonstrate their creativity quality and professionalism.