Monthly tools and musings for Michelin-worthy delivery (Part -2)
Vol. 22 – October 2021
Figure 8 UpdateNOW YOU KNOW:
How to Build a Marketing Campaign
Have a first-party delivery service? This template will help you design a solid marketing campaign so you can promote food delivery like you earned a PhD in it. What you’ll create: The right foundation for your campaign and tactics to support it. What you’ll need: Clear business goals and insights. A few sharp strategies. A drink to toast your success. Quick tip: You can use this marketing campaign template for any business booster. Think holiday promos or a menu launch. The sky’s the limit.PHASE I
Establish Your Foundation
To create and launch a comprehensive marketing campaign, start by building a foundation that will ensure you’re aligned on two things: what you’re promoting and why you’re promoting it. These are the building blocks for your foundation:
1. GOALS
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3. STRATEGY & OFFERING
Your strategy is the overall game plan you devise based on goals and insights. Consider these three questions when creating a strategy – your answers will be the meat and potatoes of your campaign:
- How do you plan to reach guests and support your goals?
- Is there a promotion being offered?
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Are you partnering with another business to increase your reach?
2. INSIGHTS
4. KEY MESSAGES
PHASE I
Establish Your Tactical Plan
Once the foundation for your campaign is clearly defined, you can begin creating your tactical plan—an outline of methods you’ll use to communicate the campaign to guests. Each tactic should align with the overall strategy of the campaign by supporting the goals and communicating the key messages.TACTICAL EXAMPLES
- Social Posts (Instagram, TikTok, Twitter, Facebook)
- Email Campaigns
- Influencer Partnerships
- Local Partnerships
- Paid Digital Ads (Social & Search)
- Website Landing Pages
- Press
- Signage
First Party Delivery Example

1. GOALS
Sales driving: Drive traffic to your first-party ordering website and generate sales.
2. INSIGHTS
- Identify if guests are primarily ordering from third-party services for delivery.
- Identify the day parts that guests are most likely to order delivery.
- Identify use cases where guests might order delivery (like family dinner or Sunday football).
3. STRATEGY & OFFERING
4. KEY MESSAGES
The messages you’ll use to communicate this strategy to guests:
- Delivery is now live on our website! To celebrate, we’re waiving the delivery fee all month when you order after 5PM.
- Looking for a night off from cooking? Order after 5PM on our website for free delivery, all month.
FIRST PARTY DELIVERY EXAMPLES →
- Pre-Launch Email
- Pre-Launch Social Post
- Launch Email
- Launch Social Post
- Partner with local influencers to post about your delivery
launch - Add a landing page on your website about delivery
- Run a digital social ad campaign
- Update signage in your restaurant
What we’re reading
Fuel Made →
Zero-Party Data & Owned Marketing
Modern Retail →
How Subscriptions Became Quick Service Restaurants’ Hottest Marketing Trend
NPR →
Revenge of the Math Club