The main objective of this project is to assist Mi BOWL Meal with building our brand identity and brand authority through engaging content recommendations and implementation.

Mi BOWL Meal is a ready-to-eat meal delivery company located in Toronto that specializes in asian-fusion and asian-inspired dishes. Our meals are healthy and nutritionally balanced. We offer delivery on Mondays and Thursdays every week. Our company vision is to help people be their best selves and we do this by freeing up their time to focus on their life's priorities.

We sell entirely online through the Shopify platform. We have a stable customer base with which we're known for providing high quality, delicious, and healthy ready-to-eat meals. We'd like to deepen our brand authority by creating content for our website (e.g., blogs), social media, and other digital marketing tactics (e.g., emails). Currently, we actively manage an instagram account, and two social media accounts that are more focused on the Chinese community (Xiaohongshu, and WeChat). In 2024, we'd like to use strategically expand into other social media marketing channels.

This project will focus on refining our digital marketing strategy and creating content for our Instagram and Facebook presence, and possibly our LinkedIn presence as well.

We would like students to review our existing strategy, conduct a competitive analysis, and make recommendations on an updated strategy and implementation plan that is aligned with our vision, mission, and sector. This will involve several different steps for the students, including:

• Familiarizing themselves with our company’s products, marketing goals and target market.
• Setting KPIs for evaluating our digital marketing performance
• Research on our competitors and their marketing strategies, including use of social channels like Instagram, Facebook, Tiktok, and LinkedIn
• Assessment of our existing digital marketing presence (including social media, blogs, and email marketing)
• Researching factors affecting the quality of digital content.
• Analyzing existing digital content for improvement and designing new social media posts and emails.
• Recommending and designing new digital content not already used by our company.

Bonus steps in the process would also include:

• Testing and improving designs based on feedback.

Final deliverables should include

• A final report & presentation on key findings and recommendations
• A reasonable amount of social media content (to be decided in collaboration with student, depending on student hour requirements). The content will be for posting on our social channels, including Instagram, Facebook, LinkedIn, and our website blog. The content can be a combination of videos, reels, photos, interactive posts, writing, etc. The goal is to deepen our engagement with our followers and expand our following.

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• Our current products and digital content
• Our customer and industry insights
• Input on choices, problems or anything else the students might encounter.