Digital Marketing

Project: Strategy Report for

Cheezious SE-Q

Submitted By:

Sheir Muhammad (20I-0958)

Muhammad Huzaifa Ahmad (21I-

1187) Amna Shahid (21I-1148)

Muizz Ali (20I-2318)

Submitted To: Sir Husbi Ahmed

Submission Date:

May 11, 2025

Table of Content
1. Introduction to Cheezious..................................................................................................................3
2. Current Digital Marketing Strategy..................................................................................................3
Website and App...............................................................................................................................3
Social media.......................................................................................................................................3
SEO / PPC.............................................................................................................................................3
Collaborations and Email marketing.........................................................................................3
3. Identifying Gaps....................................................................................................................................4
4. Target Audience Identification (Digital Persona).........................................................................4
5. Propose Digital Marketing Strategy.................................................................................................5
PPC Strategy.......................................................................................................................................5
Develop highly targeted Google Ads campaigns...........................................................5
Use Geo-Targeting for Local Markets.................................................................................5
Social Media Strategy......................................................................................................................6
Introduction to Social Media Strategy................................................................................6
Implement a content calendar for consistent posting.................................................6
A content calendar is critical for maintaining consistency, which is one of the
strongest indicators of credibility and engagement on social media
..........................................................................................................................................................
6
Key Elements...............................................................................................................................6
Promotion Plan...................................................................................................................................9
Measurement...............................................................................................................................9
Email Marketing.................................................................................................................................9
Introduction to Email Marketing Strategy.........................................................................9
Segment Customer Lists Based on Behavior and Preferences.................................9
Segmentation Strategies................................................................................................10
Best Practices for 2025 Email Marketing...............................................................................10
Content Marketing Strategy.......................................................................................................10
Content Types...........................................................................................................................10
6. SMART Objectives..............................................................................................................................11
Increase Website Traffic by 30% in 6 Months......................................................................11
Boost Social Media Engagement by 50% in 3 Months......................................................11
Improve PPC Conversion Rates by 20%.................................................................................11
Grow Email Subscriber List by 25%.........................................................................................11
Backlinks............................................................................................................................................11
7. Conclusion...........................................................................................................................................12
References................................................................................................................................................12
Appendix...................................................................................................................................................12
 1. Introduction to Cheezious
Cheezious, is a popular Pakistan-based fast food brand and is famous for its locally
appreciated food items like sandwiches, pizzas, fries and burgers. The basic idea behind
laying the foundation of this brand was to take locally made flavorful fast food to
Pakistani people. Cheezious has been successful in attracting huge popularity as a fast
growing brand among people of different demographics in Pakistan. Cheezious now has
more than 30 branches all across Pakistan.

2. Current Digital Marketing Strategy

There can be many different ways and platforms from where we can judge the current
marketing strategies for Cheezious. Some of them are discussed in detail below.

Website and App

The official website of Cheezious is operating as [Link] The brand identity is
well presented by the visually appealing design of the website. The website consists of a
digital menu, listing item names and prices along with different branch locations.
Discounts on the usage of different promotional codes also act as a marketing strategy.
The mobile app for Cheezious resonates with the website, and helps the customers to
engage online.

Social media
There is an active presence of Cheezious on social media platforms like Facebook and
Instagram. They interact with their followers by posting food images, different deals and
memes for advertisement purposes. According to the current statistics, there are 158K
followers of Cheezious on Instagram and almost 242K followers on Facebook. Correct use
of the social media handles and regular posting can influence the sustained audience
interaction.

SEO / PPC
Right now, the SEO strategy of cheezious is very inconsistent as there are no high rankings
on google for non-branded searches like “best cheesy pizzas in Islamabad”. They do
place google Ads from time to time but there are very less pay per click campaigns.

Collaborations and Email marketing

There are no known email marketing strategies or newsletters for promotional purposes.
Cheezious collaborates with micro level and mid level influencers occasionally for reviews.
3. Identifying Gaps

Area Current State Ideal/Best Practice Gap Identified

SEO Limited keyword usage, Optimized keywords, Lack of keyword

low domain authority, higher domain optimization, low Domain
lacks local SEO focus authority, local SEO Authority, missing local
optimization SEO strategies

PPC Generic ad targeting, Targeted PPC ads Inefficient ad

limited campaigns with A/B testing and targeting,
remarketing underutilized
remarketing

Social Media Active on Facebook & Consistent Inconsistent posting,

Instagram, high follower posting lack of engagement-
count, inconsistent schedule, focused campaigns
posting engagement-
driven
campaigns

Content Promotional posts, Educational, No content calendar, lack of

Marketing memes, no blog or entertaining, and engaging and value-driven
structured content informative content content
strategy with a calendar

Email Not visibly active, no Segmented No segmentation, missing

Marketing personalized or lists, re- automation
automated email flows engagement
campaigns, automation

4. Target Audience Identification (Digital Persona)

Creation of a user persona on HubSpot. (Images in appendix)

5. Propose Digital Marketing Strategy

PPC Strategy
Develop highly targeted Google Ads campaigns

Objective: Drive foot traffic to branches and increase online orders via delivery partners
(Foodpanda, Cheetay).

Actions:

● Create separate Search Campaigns for:

○ Branded keywords (e.g., Cheezious menu, Cheezious near me)
○ Non-branded keywords (e.g., best pizza in Islamabad, cheesy fries delivery)

● Use Ad Groups per category:

○ Burgers, Pizza, Fries, Deals, Delivery, Late-night meals

● Include call extensions (e.g., “Call now to

order”) Use location extensions for map visibility.

Sample Ad Headline:

Cheezious Pizza Deals – Order Now in Islamabad!

Use Geo-Targeting for Local Markets

Objective: Ensure ads are only shown to people near Cheezious branches to save budget
and increase relevance.

Actions:

● Use Geo-Fencing to target users within:

○ A 5–10 km radius of each branch (Islamabad, Rawalpindi, Lahore, etc.)

● Create separate campaigns per city to customize messaging

○ Lahore ad: “Cheezious Johar Town – Hot Deals Near You”

● Exclude cities/areas where Cheezious does not operate

Benefits:

● Lower CPC (cost per click)

● Higher conversion from nearby customers
● More accurate performance tracking per location
 Social Media Strategy

Introduction to Social Media Strategy

In today’s rapidly evolving digital landscape, social media has become an
indispensable channel for brand communication, community building, and
customer engagement. As consumers increasingly spend more time on platforms
like Instagram, TikTok, LinkedIn, and Facebook, brands are required to adopt
dynamic, data-driven social media strategies to remain relevant and competitive.
In this section we will look at the approach to use different social media platforms,
influencer collaborations and content marketing to make a strategy that can
create audience engagement, brand loyalty and enhancement in business.

Content Calendar

Inorder to maintain consistency, we need a content calendar which indicates credibility and
social media engagement.

Key Elements:

● Content Themes: We should focus on the main areas like entertainment,

engagement and promotion of content.
● Posting Frequency:

○ Instagram: 3–5 posts per week

○ TikTok: Daily or 4–7 posts per week
○ LinkedIn: 2–3 posts per week
○ Facebook: 3–4 posts per week

Strategic Steps:

● Influencer Selection: We can partner with different influencers with the same
brand values and with influencers who have high engagement rates.

● Content Co-creation: Allow influencers to tell authentic stories in their own style.

● Performance Metrics:

○ Engagement Rate (>3%)

○ Cost Per Engagement (CPE)
○ Use of trackable links and discount codes for ROI measurement.

● Long-Term Partnerships: We should focus on having influencer collaborations for

longer partnerships.
Day Platform Content Type Post Idea Objective Format

1 Instagram,
Brand Introduction "Meet the Team" Build Images + Text
Facebook Story Carousel brand
connectio
n

2 TikTok Educational "3 Quick Tips" Value addition Short Video

, related to your
Reels industry

3 LinkedIn Thought Share a market Authorit Article Post

Leadership trend with y
insights buildin
g

5 Instagram Engagement Poll: "Which product Engagement Story Poll

feature do you love
most?"

7 TikTok Viral Trend Join trending TikTok Reach Short Video

Participation challenge (branded +
style) Visibilit
y

9 Facebook, UGC Repost Build trust Image repost

Instagram customer
testimonials

11 LinkedIn Behind-the- "How our product Authenticity Reel/

Scene s is made" BTS reel Short
Video

13 Instagram Giveaway "Win & Tag Audienc Image

Announcement Friends" e +
Contest growth Captio
n

15 TikTok Educational Demo of product Product Short Video

usage awarenes
s
 17 Instagram, Customer Story Highlight Brand loyalty Carousel Post
Facebook customer
experience

19 LinkedIn Educational Infographic: Professional Infographic

Industry engagement
statistics

21 Instagram Fun Engagement "This or That" Game Fun interaction Reel

Reels

23 Facebook, Product Highlight Focus on unique Drive interest Image/Video

Instagram product features

25 TikTok Challenge Create Brand recall Short Video

Participation branded
mini-
challenge

27 LinkedIn Client Testimonial Share client feedback Trust + B2B Image + Quote
branding

29 Instagram, Live Session Host Q&A session Direct Live Video

TikTok engagement

30 Instagram, Thank You Post Appreciation message Community Image/Graphic

Facebook appreciation

Platform Content Type Frequency Objective

Instagram Reels, memes, food photos 5x per week Engagement & awareness
Facebook Offers, check-ins, reviews 3x per week Traffic & retention

TikTok Behind-the-scenes, trends 4x per week Virality & brand image

YouTube Short videos, how-it’s- Weekly Trust & loyalty

made clips

● Website Integration: YouTube videos should be embedded on the

website for enhancing user engagement.
● remarketing: We can use remarketing campaigns and target website
visitors having incomplete orders, and show ads with incentives.

Promotion Plan
Tracking Progress

 Key Metrics: Monitor impressions, CTR, and conversions via tools like Google Ads and
YouTube
Analytics; track engagement through Instagram and TikTok insights.
 Objective: Increase conversion from ads by 20% and video engagement by 30% over the
next 3
months.

Email Marketing

Modern Email Marketing Strategy

Despite the evolving digital space, email marketing remains one of the top ROI channels, giving
brands a direct line to their customers.
According to HubSpot (2025), email delivers an average return of $44 for every $1 spent. Effective
email marketing today depends on personalization, automation, and audience segmentation.

Audience Segmentation Techniques

 Demographics: Target based on age, gender, and location.

 Behavior: Tailor emails using browsing history, purchase behavior, and interaction
patterns.
 Engagement Level: Differentiate between active and dormant users.
 Customer Stage: Segment users into new, returning, or VIP customers.
 2025 Best Practices for Email
 Mobile-first Design: Ensure all emails are optimized for mobile.
 Interactive Content: Use clickable elements, embedded videos, and polls.
  Clean Layout: Use minimal design with strong CTAs.
 Smart Scheduling: Use AI to send emails when recipients are most likely to open
them.
 Compliance: Follow laws like GDPR and CAN-SPAM.

Content Marketing Strategy

To improve content marketing, Cheezious should adopt a structured, SEO-friendly strategy

targeting
each stage of the customer journey.

Types of Content

 Blog Posts: Share articles about food trends and Cheezious offerings.
 Recipes: Let users recreate Cheezious dishes at home.
 Testimonials: Feature real customer experiences to build trust.
 Industry Insights: Position the brand as a thought leader.

SMART Goals

Increase Website Visitors by 30% in 6 Months

 Optimize for SEO

 Launch location-based PPC ads
 Share SEO-rich blog content
 Measure via Google Analytics

Boost Social Engagement by 50% in 3 Months

 Post regularly (e.g., 5x/week on Instagram)

 Run contests (e.g., tag-to-win giveaways)
 Monitor engagement stats

Improve Ad Conversion Rates by 20%

 A/B test ads

 Retarget via Facebook for abandoned carts
 Grow Email Subscribers by 25%
 Offer signup incentives
 Include forms at key customer touchpoints

Backlinks
(Images in Appendix).

6. Conclusion
Cheezious has established a very strong and engaging digital presence.
They have been leveraging social media, and engaging with customers
by posting images, deals and memes. But, in 2025, they need to have
an approach that can go beyond social media. There is a need to
simultaneously combine email marketing, content marketing, SEO,
digital marketing and PPC. Right now, the email marketing strategy of
Cheezious lacks personalization which can be optimized by
maintaining customer lists. This could lead to the increase in better
customer relationships and revenue. There should be diversity in
content marketing. Interactive videos and customer testimonials would
be helpful in this regard. A strong SEO with targeted keywords and
optimization is needed. There should be the use of Geo-targeting and
A/B testing for PPC which could lead to higher lead conversions. By
using all the above suggestions in a systematic manner, Cheezious can
take its digital marketing to a higher level ensuring growth and long-
term success along with customer retention.
 References
Instagram Reel:

This reel showing affinity with PSL lovers.

● [Link]

Facebook Reel:

This reel showing Cheezious is following trends.

● [Link]

Youtube video showing delicious crown crust pizza:

● [Link]

Youtube video showing making of delicious pizza:

● [Link]

Google Form Survey for Cheezious Customer Feedback:

● [Link]

Appendix
Target audience identification
Content marketing strategy
Social media posts
Instagram
Facebook

Ad Creatives
Google surveys
Backlinks
PageSpeed Insights
Email marketing (MailChimp)
Cheezious using Google Analytics