Communication Proposal

Alberto Gallego-Casilda BenítezMarta Villanueva Cachán

MACC 2011-2012

Business Model in Spain

• Nº Franchises 58

• Nº licenses sold Around 1.400

• Nº establishments +/- 1500

• License Fee Average 15.000 €

• Average Investment 150.000 €

owns

Contract 10 years minimum

Monthly Royalty 7% (5 years)8’5% (after 5 years)

License Fee 30.000 euro

Average Investment 350.000 euro

Number of establishments 2012

70

Minimun square meters 150

Advertising Fee 0

Total Sales

§ Financial Overview:

Business Analysis

Competitive Advantage

New concept of restoration based on traditional Spanish cuisine.

3 euro 2x1

Communication Analysis

• Website

• Social Media

• Advertising

Do's• Web site www.lasureña.com

• Profiles in the main Social Media

Corporate video Emotional values

Do's• Web site www.lasureña.com

• Profiles in the main Social Media

Corporate video Emotional values

• Profile updated almost

every day , but there

are no relevant

contents.

• The response of the

likers is frequent.

• 956 likers.• There is no interaction

from the community

manager.• Some establishments of La

Sureña, with other concept

in the community

management.

• The activity in this profile is

higher than Facebook, with

post several times at day.• In the same tone as

Facebook, the comments

are based in kind

sentences and reminder

about La Sureña.

• Using Social Mention

and Alianzo in order

to analyze the

repercussion in Social

Media, the results are

cold. • There is no relevance.

• There is one corporate

video.

• The profile name is

100 Montaditos that

create confusion• Number of supcriptors

is irrelevant.

Do’s

ADVERTISING

Promotional Banner about its 2x1 promotion.

Do’s

• Street marketing: Seville, during the April fairy Outdoor Campaign in a Bus Stop.

Don'ts

• Website: Is a testimonial site

Don'ts

- Only one layer where are located the links to its social media profiles and a searcher of establishments based in Google maps.

- No information about prices, promotions.

- No section where to explain the values of the brand.

The The perceptionperception for the consumer is poor and the site for the consumer is poor and the site looks like a blog or an amateur websitelooks like a blog or an amateur website.

Don'ts

• SEM and SEO Strategy

-There is no detected any kind of SEO or SEM strategies.

The description in the html code is not related with the products or activities that La Sureña does, and could cause abandonment or confusion in the web user.

Don'ts

The html code shows that there is no any kind of “keyword” or “description” in the metadata.

What do we suggest?

• Redesign of the website. • Proactive Social Media Management. • Advertising Strategy. • Corporate Identity development.

TARGET: MEN & WOMEN BETWEEN 25 – 40FRANCHISEES

TARGET: MEN & WOMEN BETWEEN 25 - 40

STRATEGIC GOAL OF THE COMMUNICATION

To create a strong commitment of loyalty to the

brand

OPERATIVE GOALS• Attract consumers to the establishment.• Brand awareness.• Obtain consumers loyalty.

1. Re-design the websiteSEO Strategy

Re-building of the Html code including a maximum of 10 key words in the metadata:

Cervecería, Tapas, Raciones, Buen Precio, Dos por uno, cubos cerveza…

DescriptionIn order to transmit the concept of the brand to the consumer that is

searching on line.

“Cervecería La Sureña, disfruta de las mejores tapas y

nuestros únicos cubos de cerveza en un ambiente inigualable y

al mejor precio”

SectionsReinforce the information of the brand in different sections within

the website:

Who we are? History of the brand, values and description.

Where are we?Reinforce the searcher for establishments.

Our Products Range of products and promotion.

Contact So important for the usability.

Social Media area Link Building strategy between the social

media profiles and the main site.

We would like to know... Users love to be listened.

2. Social Media• Proactive Community

management.-Anecdote of the week.

Where the consumer explain their best

moments in “La Sureña”.

-History of the Cuissine.

Where to tell about the ingredients and

cooking process.

-Up your Picture.

Ask to the consumers for upload their

best pictures in “La Sureña.”

.

-Promotional motivation.

Content with prizes for the most voted in social media profiles

-Faster than the light.The answer to every post or comment has to be launched intermediately.

-Pinterest Profile. Where to fit all pictures related with the values of the brand, the establishment, the products, andalusian images, etc

-You tube channelChange the name of the account for “la Sureña” ,to collect more video from the advertising, users, from within ( like cooking or party) and disseminate them through the social media profiles and the web site

• .

• Twitter

Using it as a direct channel for customer service, to respond

immediately to any complaint, make them feel listened is guarantee

of retaining customers.

• Geo location tools

Prescription on the Internet; it

has been shown that at least

78% of Internet users trust

the opinion of another. Using

“Foursquare” in Madrid, we

can find 98 places, with more

than 1500 check-in.

3. Advertising• Reinforce the promotional activities focusing on

the massive sportive events, and communicate that

the best place to enjoy with them is “La Sureña”.•

Eurocope 2012. Banner .

Promotion in sales,

extend the 2x1 in the

previous hour to the football

match.

SEM Strategy.

Minor investment,

maximum results.

•

• Bloggers Reaction.

Use of Ebuzzy and similar to find the most relevant

bloggers relates with the target.

Design of a PR event,

invite them to discover

the “La Sureña”

experience in the main

cities, in order to get

Link building, web

positioning, promotion

and social media relevance.

4. Corporate Identity development

• Maintaining the Corporate image.Construction of a Corporate Identity in order to avoid confusion in the

consumer (for instead, the multiple Facebook profiles of some La

Sureña franchised)

• Plan of social mediaGive stylish unity to the Social Media profiles, creating a new design

for the profiles based on the Website, in order transmit coherence

and clarity.

• Is not recommended the existence of profiles for every single

franchised, because the unity of the message can loose

power.• App for Smartphone.•

Strengthening La Sureña Online strategy, users come into play by involving the brand, prescribing and generating notoriety on it without the knowing of the brand itself.

Thanks for your attention!