CONSULTANT To Re-brand, develop implement, and establish an online presence and digital marketing strategy 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

The beneficiary is an eco-tourism SME located in JBAA in CHOUF, Lebanon offering a unique experience of nature, culture, and adventure to its guests. The SME is currently hosting events and parties such as music bands, poetry nights, yoga, camping, and hiking. The SME is also installing two new prefabricated wooden cabins to accommodate more visitors and vitalize its winter activities.

The SME was founded in 2013 with a vision to combine the urban artistic experience with outdoor leisure, fostering a confluence of art enthusiasts and nature devotees. The SME is also a reflection of the owner’s attachment to Chouf, a region with pristine natural capital that has retained its traditional identity and serves as an idyllic backdrop for cultivating authentic experiences.

The SME operates in a competitive and dynamic market, where eco-tourism is gaining popularity among local and international tourists. The SME faces challenges such as increasing its online presence and visibility, attracting more customers, and generating more revenue. To address these challenges, the SME needs a digital marketing consultancy that can design and implement a comprehensive and effective social media campaign and digital marketing activities.

The main objectives for this consultancy are as follows:

• Increase brand awareness and recognition
• Attract new customers and retain existing ones, by offering them a superior and personalized customer experience.
• Improve its online reputation and visibility, by engaging with its customers and potential customers on social media and other digital channels.
• Increase its sales and revenue, by converting more leads and bookings, and encouraging repeat visits and referrals.
• Optimize its budget and resources, by using cost-effective and innovative marketing tools and techniques.

Scope of Work

A digital marketing strategy should be based on a clear understanding of the target audience, the market situation, the competitors, and the unique value proposition of the brand or product.

Conduct a digital marketing audit and analysis of the beneficiary's current online performance, strengths, weaknesses, opportunities, and threats.

• Identify the target audience, their needs, preferences, and behavior.
• Define the digital marketing goals and key performance indicators (KPIs)
• Develop a digital marketing plan that covers the following aspects:
  • Social media marketing: create and manage the beneficiary’s profiles on Facebook, Instagram, and other relevant platforms; create and post engaging and relevant content; interact with followers and potential customers; monitor and measure the results. a
  • Content marketing: create and distribute high-quality and SEO-friendly content such as blog posts, articles, newsletters, videos, podcasts, etc. that showcase KOON's offerings and values; optimize the content for different channels and devices; monitor and measure the results, such as the conversion rate and other metrics.
  • Online advertising: create and manage online ads on Facebook, Instagram, and other relevant platforms; optimize the ad copy, design, targeting, and budget; monitor and measure the results
  • Web analytics: set up and use web analytics tools such as Google Analytics, Facebook Insights, etc. to track and measure the performance of digital marketing activities; generate and analyze reports and insights; provide recommendations for improvement
• Implement the digital marketing plan according to the agreed timeline and budget
• Evaluate the impact and effectiveness of the digital marketing activities using the predefined KPIs and metrics
• Provide regular updates and feedback to beneficiaries on the progress and results of the digital marketing activities
• Provide a final report and presentation that summarizes the digital marketing activities, results, challenges, lessons learned, and best practices

Deliverables

The deliverables for this project are as follows:

1.  A digital marketing audit and analysis report

A digital marketing audit and analysis report is a document that evaluates the performance and effectiveness of an organization’s online marketing activities and channels covering the different aspects of digital marketing such as SEO, Social media, content, e-mail, advertising, website, and brand reputation.

• • Conduct a comprehensive and systematic analysis of the brand, using both qualitative and quantitative methods, such as SWOT analysis, GAP analysis, competitor analysis, & customer analysis.
  • Review the current marketing plan, materials, and activities, and provide a report with findings and recommendations.

Deliverable: Assessment Report.

1. Digital Marketing Plan
   • Build your buyer personas
   • Identify the goals and the needed digital marketing tools. The goals must be SMART (specific, measurable, attainable, relevant, and timely) and aligned with the business objectives. The needed tools should help track and measure the progress such as analytics, CRM, and others.
   • Plan owned media campaigns such as blogs, landing pages, and existing social media platforms and optimize them for SEO, user experience, and conversion.
   • Content strategy that defines the topics, formats, tones, and distribution channel.
   • Plan earned media campaigns; Earned media refers to the exposure and recognition that you get from others, such as word-of-mouth, reviews, testimonials, and social media mentions.
     1. Building relationships with customers, and influencers, and encouraging them to share your brand story and value proposition.
   • Audit and plan paid media campaigns: Paid media refers to the advertising that is paid for, such as Google Ads, Facebook Ads, and sponsored posts. Defining the budget, target audience, and bidding strategy, as well as crafting compelling ads with relevant keywords, are imperative steps toward driving traffic and achieving conversions.

Deliverable: Digital Marketing Plan (Report).

1.  A digital marketing implementation
   • Launch and manage a social media campaign, based on the Digital marketing plan, using the most popular and relevant social media platforms. The consultant will manage the social media page for the first month and will be responsible for all social media posts activities and inquiries.
   • Provide a social media calendar, a document that specifies the type, frequency, and timing of the social media posts, as well as a social media toolkit, a collection of templates, graphics, hashtags, captions, and other resources, that can be used to create and customize the social media content.
   • A brief overview of the main goals, objectives, activities, and outcomes of the marketing project.
   • Marketing analysis: A detailed breakdown of the performance metrics, such as traffic, conversions, leads, sales, revenue, ROI, etc., for each marketing channel and tactic used in the project.
   • List of completed actions: A summary of the tasks and deliverables that were completed during the project, such as content creation, website optimization, email marketing, social media marketing, etc.
   • Next steps moving forward: A list of recommendations and action items for future improvement and optimization of the marketing project, based on the analysis and learnings from the current report.

Deliverable: Digital marketing implementation report.

1. Website design: 
   • Design a user-friendly and responsive website landing page for the beneficiary, based on the brand identity, and using the best practices of web design and development.

Deliverable: Website Landing Page

1. Measurement and evaluation:
   • Monitor and analyze the performance and impact of the re-branding and marketing project, using various metrics and tools such as web analytics, social media analytics, & customer feedback.
   • Provide a measurement and evaluation report that summarizes the results and outcomes of the re-branding and marketing project, and that provides feedback and recommendations for improvement.

Deliverable: Final Report

Methodology

The methodology that the consultant will use to carry out the project is as follows:

• Digital marketing audit and analysis: The consultant will use various tools and techniques such as SWOT analysis, competitor analysis, keyword research, website audit, social media audit, & content audit to assess the current state of the beneficiary’s digital marketing activities and identify the gaps and opportunities for improvement.
• Digital marketing plan: Use the SMART framework to set specific, measurable, achievable, relevant, and time-bound digital marketing goals and KPIs for the beneficiary. The consultant will also use the RACE framework to outline the digital marketing activities for each stage of the customer journey: reach, act, convert, and engage. The consultant will also define the budget, timeline, and resources needed for each activity.
• Digital marketing implementation: The consultant will use various tools and platforms such as Google Ads, Facebook Ads, etc. to create and execute the digital marketing activities according to the digital marketing plan. The consultant will also apply the best practices to optimize the digital marketing activities and ensure their quality and effectiveness.
• Digital marketing evaluation: use web analytics tools such as Google Analytics, Facebook insights, etc. To monitor and measure the performance of digital marketing activities using the predefined KPIs and metrics. The consultant will also use qualitative and quantitative methods such as surveys, interviews, focus groups, etc. To evaluate the impact and outcomes of digital marketing activities on the beneficiary’s brand awareness, traffic, sales, customer loyalty, and satisfaction.

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