Question 4 - Twenty (20) Marks.

'Sushi King' is a popular mid-priced sushi bar. Their customers can dine at these outlets or order for home delivery. For the past three years, the business has been operating successfully, and now management plans to grow the business. They would like to add new items to their menu that they believe their customers prefer. When selecting new items, the owners want to offer items that other competitor sushi chains do not serve, such as an extensive vegan and gluten-free range. The management team have conducted some initial market research and know that most of their existing customers are young and 'tech-savvy', who value convenience, high quality products and are generally open to trying new things. *Sushi King is not a real company

A. Outline and discuss the key steps involved in developing a digital and social-media marketing plan for 'Sushi King'. (5 marks)

B. Develop one SMART-based digital marketing objective to support the planned expansion for each campaign that the marketing team will aim to achieve: (2 marks).

1. 1. An organic campaign
   2. A paid media campaign

C. Based on the objectives you have developed, propose what the two (2) digital marketing campaigns - one organic campaign and one paid media campaign - would entail with examples of digital and social media activities. (10 marks)

D. Outline the digital and social media metrics you would recommend for measuring and evaluating each campaign. (3 marks).