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SWOT Analysis

  • Strengths

    • Meerah Meals is an up and coming Cafe/Catering service that focuses on baked and fried food along with refresher teas. 

    • Meerah Meals is a local small business in the Union County area of New Jersey. 

  • Weaknesses​

    •  Meerah Meals is new and has not been in the food industry as long as its local competitors.

    • They don’t have customer loyalty to the extent of other restaurants or local businesses.

    • Meerah Meals lacks the opportunity and access of customers to see the food in person before ordering.

    • There is no real Meerah Meals store to shop/eat in person like other restaurants or food trucks.

    • They are a new business so they don’t have access to historical /industry data and analytics that their older competitors do.

  • Opportunities​

    • Meerah Meals can benefit from people wanting to shop more from local business/freelance ​bakers/cooks. 

    • Meerah Meals is local and can have can be easily accessible to people within the Union County region.

  • Threats

    • Meerah Meals is not the only local small business within Union County, N.J.​

    • Meerah Meals' social media account is not eye-catching as opposed to competitors.

    • Competitors have already established their brand loyalty and have been in the industry longer to know what their customers want.

PR Situation​

  • Meerah Meals has an opportunity to evolve themselves as small businesses to build customer loyalty.

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Objectives

  • Awareness: 

    • Generate awareness for Meerah Meals' small business and their services.

    • Generate awareness for Meerah Meal's specials that is handmade and available locally. 

  • Motivational

    • Increase the number of followers to 2oo for the Meerah Meals Instagram account by April 2021.

    • Increase engagement by 15% on the Meerah Meals Instagram account by April 2021.

  • Motivational:

    • Increase the number of orders by 15% by April 2021.

  • Attitude

    • Influence the public to see  Meerah Meals as the go-to local business to order food from.​

    • Influence the public to see Meerah Meals as an aesthetically pleasing small business.

Key Messages/KVP

  • Meerah Meals has the main ingredient most forget to include— LOVE! 

Target Audience​

  • Geographic

    • People who live in and near Union County, New Jersey.​

    • People who live in the New Jersey and New York region.

  • Psychographic 

    • People who are foodies.

    • People who like to support small businesses.

    • Women who like to support female-owned businesses.

    • People of color who like to support black-owned businesses.

Strategies & Tactics

 

Strategy: Shared Media

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I will be using shared media with Meerah Meals' social media platforms to generate awareness to both its consumers and local food critics about their services. Meerah Meals will have a social media campaign to generate awareness of their brand relaunch.

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  • Tactic: Meerah Meals will use hashtags on Instagram when posting content relating to their new pre-order menus #MeerahMeals This will allow consumers to track and share their pictures with their Meerah Meals orders with us. 

  • Tactic: Meerah Meals will have a social media contest for the brand relaunch. The Meerah Meals contest will have people comment below the post and tag 3 friends who are fellow food lovers. The rules will be that they must be following the Meerah Meals Instagram account and tag 3 people. The contest will pick three winners to win a food box of Meerah Meals goodies. 

Timeline/Calendar

February Events

  • February 1

    • Meerah Meals will reveal brand relaunch on social media platforms of their meal boxes that will launch at 12 pm est.

    • Meerah Meals will consistently post information and pictures about the menu on Instagram and use the #MeerahMeals to build brand awareness.

    • I will create a social media calendar of dates and what content to space out throughout the upcoming weeks.

  • February 5

    • Meerah Meals will announce/post the social media contest at 12pm.

    • The contest entries will end on February 10 and the 3 winners will be announced on February 11 at 12pm. Winners will be chosen using a digital spinning wheel and added usernames of each contest entry.

Evaluation

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Objectives: 

  • Awareness: 

    • Generate awareness for Meerah Meals' small business and their services.

      • Evaluate the number of new followers, likes, shares, and comments with posts on social media relating to Meerah Meals.

      • Evaluate the number of engagements with Instagram hashtags for Meerah Meals.

      • Evaluate the number of clicks and website usage from and Instagram.

    • Generate awareness for Meerah Meal's specials that is handmade and available locally. 

      • Evaluate the number of engagements with  Instagram hashtags for Meerah Meals brand relaunch related posts.

      • Evaluate the number of views, likes, shares, retweets, and comments with posts on social media relating to Meerah Meals on social media.

  • Motivational:

    • Increase the number of followers to 2oo for the Meerah Meals Instagram account by April 2021.

      • ​Evaluate the number of followers of the Meerah Meals Instagram page.

    • ​Increase engagement by 15% on the Meerah Meals Instagram account by April 2021.​​​​

      • Evaluate the number of clicks the Meerah Meals website received after the relaunch and how many people actually made food orders.

      • Evaluate the number of new loyal/regular customers ordering from Meerah Meals.

  • Attitude:

    • Influence the public to see Meerah Meals as the go-to local business to order food from.​

      • Evaluate the engagement from followers and the public towards Meerah Meals.

    • Influence the public to see Meerah Meals as an aesthetically pleasing small business.

      • Evaluate the behavior associated with Meerah Meals on social media relating to their key message.​

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​Social Media Contest

  • Evaluate the number of likes and comments/tags related to the Meerah Meals contest.

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Strategies and Tactics​

  • Strategy: Shared Media:

    • Evaluate the number of engagements with Instagram hashtags for Meerah Meals, the relaunch, and pre-order related 

    • Evaluate the number of views, likes, shares, follows, and comments with posts on social media relating to Meerah Meals, the relaunch and food order related posts on social media.

    • Evaluate the number of website traffic and time spent on the website from posts on social media.

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