05 Dec Heartland Café and Mart – Client Project Goal: To provide digital marketing

Heartland Café and Mart – Client

Project Goal: To provide digital marketing recommendations and create social media content for the Heartland Café and Mart.

Why this specific partner: The client’s need for social media and digital marketing improvements match the goals of this course.

What issues does the partner face:

Heartland Café & Mart (HCM) is a Walnut-based vegetarian café with sales of all organic produces and healthy foods, mostly Asian styles. Mostly the cafe has its business from the communities around us. For the past three years, we have drawn some business from participated www.yelp.com and Google My business online presentation. We partnered with DoorDash and UberEats on meal deliveries for about one year. The store developed a very primitive web site, www.heartlandcama.com .

The vision for the business is to share more delightful vegetarian dishes and healthy food from better customer engagement approaches. Currently, we don’t have any developed short- or long-term marketing strategy to reach the goal. To be honest, we don’t know where to start marketing and no budget for that either. We don’t have the resources to re-design our website, create content or manage social media platforms. The SEO was not done yet.

Covid-19 pandemics rapidly shifts customer behaviors from in-store shopping to more online ordering. We are hope to have a better digital marketing strategy to weather the change and deploy our online shopping experience to attract customers with a smooth online shopping experience and more delivery options from shipping, in-person delivery to timely in-store pickup.

Project description: Students will:

· Analyze the company’s webpage and give recommendations for improvement

· Heartland Cafe’s website is very well formatted and layed out. One recommendation for improvement I would suggest is to have a button that translates all the asian words to english or any other language. A tip I would give to the website editor would be to fix the description under “Food from the Heart” on the main webpage, below that where Heartland Caffe should write about themselves it seems to be incomplete. It states, “I’m a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font. I’m a great place for you to tell a story and let your users know a little more about you.” Whoever was creating the page must have forgotten to set that part up. https://www.heartlandcama.com/

· Analyze current email marketing platform and give recommendations on how to leverage with other social media platforms?

The current email marketing campaign for Heartland Cafe and Mart is the tab called “Special Event” on their website. People can send an email to plan a special event at their cafe but the website does not display the email address. It only shows a box that requires the persons name, email address, the subject line, and the message. Th