Digital Marketing Consultancy- ARYAF- Cidrus Libani

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 the 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). 

SME Background

The charming town of Ramlieh is home to the classic Lebanese restaurant Cedrus Libani, which is encircled by a mesmerizing forest of pine and wild trees as well as the stunning mountains. Saj, a classic Lebanese flatbread offered with a variety of delectable toppings and grilled to perfection, is their specialty. With the help of Cedrus Libani, visitors may fully immerse themselves in the lively customs, music, and atmosphere of Lebanon.

Additionally, they provide a welcoming guest home with decent lodgings that encourages guests to thoroughly experience local culture. A cool pool at the guest home allows visitors to cool down and take in the peaceful surroundings. Additionally, an on-site store honors the abilities of regional artists by showcasing handcrafted goods.

In addition, visitors may engage in a range of outdoor activities, 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 to address these issues.

The main objectives for this consultancy are as follows:

- Raise brand recognition and awareness - Draw in new business and keep hold of current clientele by providing them with an exceptional individualized 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

The success of this consulting project is critical to the guest House and restaurant’s long-term viability and prosperity. Rebranding and a strong online presence are not simply optional tactics in today's fiercely competitive and quickly changing hospitality sector; they are necessary for survival and relevance.

 We understand that hospitality industry reputation, clientele, and earnings may all be greatly impacted by a well-executed branding and marketing plan.

 As a result, the knowledge and direction that an experienced consultant or agency can provide is highly valued. The objective is to reinvigorate the brand identity, improve online presence, and ultimately create a more engaging and memorable experience with their insights and industry knowledge.

 This consulting is an investment in the future; it will make the business stand out in a competitive market and foster enduring connections with customers.

 The project's scope involves renaming the establishment with management approval, conducting a brand assessment, creating a distinct brand identity and strategy, designing a website, and launching a social media campaign. 

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 a thorough and in-depth investigation into the business brand, market, clientele, and rivals. Along with reviewing the business 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 hospitality and tourism Industry vision, mission, values, and objectives as a guide, create a strong and successful brand plan for the establishment. Along with defining the industry target market, value proposition, brand personality, brand voice, brand promise, and brand narrative, the consultant will also provide guidance on how to express each of these elements consistently and effectively across all touchpoints.
• Design: Develop an original and captivating brand identity for the Guest house and the restaurant, considering the brand strategy as well as the establishment's preferences and expectations. The consultant will also Re-Brand the business, create the logo, slogan, and other visual elements that accurately represent the brand and set the industry apart from its rivals. Lastly, the consultant will design a website that highlights the Business features, amenities, special offers, and customer testimonials. It will also feature a simple and safe online booking system and be accessible to all users.
• Execute: Put the website and brand identity into action by supplying the appropriate files, sizes, and formats in addition to the domain name, hosting, security, and upkeep services. Launching and managing the social media campaign is the responsibility of the consultant. This includes producing and sharing interesting and pertinent material on the business’s accounts across the various platforms, including images, videos, tales, polls, quizzes, and advice. Additionally, the consultant will engage with the Business clientele on social media by answering queries, comments, and reviews from both current and prospective guests.

Deliverables 

The deliverables for this project are as follows:  

1. Assessment Visit:
   • Perform a thorough and methodical examination of the hospitality industry by utilizing qualitative and quantitative techniques, including competition, SWOT, GAP, and customer analysis. 
   • Examine the SME's existing marketing strategy, collateral, and events, and provide a report outlining your conclusions and suggestions.

Deliverable: Assessment Report. 

• In-depth analysis of Cedrus Libani Guest houses and Restaurant activities current online presence.
• Competitor analysis to identify key opportunities.

1. Brand Rename

• Suggest three Brand names considering uniqueness of the business and market trend.
• Select the brand name and create a Brand Identity design (Style, Logo, visual elements…) and Brand Guidelines.

Deliverables: Brand Name, Logo, Stickers, icons….

1. Marketing Strategy:

• Based on the findings of the brand audit and in collaboration with the SME management and marketing staff, create a distinct and well-rounded brand plan for the small and medium-sized enterprise.
• Make available a brand handbook, which describes the business rules and principles for the brand and how to implement them uniformly throughout all channels.
• Using the newest design trends and resources, develop a unique and eye-catching brand identity based on the brand strategy. 
• Offer a tagline, logo, and other visual components in a range of sizes and formats appropriate for print and digital media.
• To be ready for the social media campaign, the beneficiary must validate the brand strategy and brand identity as well as the guidelines, templates, posts, activities, and other associated campaign materials.

Deliverable: Marketing Strategy Report.  

• Tailored digital marketing strategy focusing on social media, content marketing, and search engine optimization.

1. Social media campaign:

• Using the most well-liked and pertinent social media platforms (Facebook, Instagram, LinkedIn, and TikTok), start and oversee a social media campaign for the industry based on the brand identity and plan. For the first 2 months, the consultant will oversee the social media page and oversee all postings, questions, and activity on it. Along with a social media toolkit—a compilation of templates, visuals, hashtags, captions, and other resources—that can be used to produce and personalize social media content, the consultant will also supply a social media calendar, a document that details the kind, frequency, and time of the postings.
• Finding and recommending Influencers to work with; to find the right social media influencers in Lebanon, who are a good fit for Cedrus Libani?
• Identify best Lebanese blogs and websites to follow.

Deliverable: Social Media Posts and Activities Report.  

• Paid advertising campaigns to target local and international tourists.
• Providing customized social media posts to maintain a cohesive branding and identity.

1. Marketing materials:

• Create and design Poster, banner, flyers, brochures, business cards, and other print and digital pieces that may be distributed and shown in a variety of venues and channels to promote the Business brand and numerous activities.
• Create and design an online Menu with QR code.
  • • Design uniforms for the staff, Signage, Branded packaging and Gift shop bags, loyalty materials and promotional items. 

            Deliverable: Online Menu with QR Code

• Ready to print designs, Posters and Signage…  .

1. Website design:
   • Using the best standards for web design and development, create a user-friendly and responsive landing page for the guest house and restaurant services, website based on the brand identity.
   • Detailed structure at least 5-6 pages including experiences, booking information, gallery, Online Booking and 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

     Deliverable: Website design, structure, and features

1. 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 hospitality 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 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.