Problem
'Crispy Prata ' is a popular Indian restaurant with one outlet in Singapore. The owners of the store have not kept up with technology, so customers must go to the physical outlet to place an order and they do not offer home delivery or online ordering.
The business has been operating successfully for the past few years, and the owners are planning to grow their business over the next ten months. First, they would like to open three new outlets in Singapore to expand - one in the East, one in the west and one in City (CBD) business area - to serve new areas and reach more customers. Second, they are planning to offer home delivery and online ordering and payment as part of this expansion. Third, the expansion will also see Crispy Prata launch a new 'dessert Prata ' range with flavours suitable for health conscious (e.g. 50% less oily Prata) and families with children (e.g. chocolate Prata ).
Outline and discuss the key steps involved in developing a digital and social-media marketing plan for 'Crispy Prata'. Additionally, propose two (digital marketing campaigns - one organic campaign and one paid campaign - to support the proposed expansion. Include one SMART-based objective for each campaign that the campaign will aim to achieve.