Digital Marketing Assessment

Overview
Ionie Retreat and Organic Café is a multi-service (one-stop) health, wellness, and therapeutic service
provider located in downtown Sarasota, Florida.

Ionie uses several independent contractors to provide services and complete tasks for the
establishment.

Ionie’s has established digital marketing efforts but is seeking an evolution of their current practices.

Service Provided (Taken from Existing Menu)

Organic Raw Food Café: Ionie’s prepares “made from scratch” organic and vegan entrees, smoothies,
and desserts that are served raw. Presently, there are six smoothies, four elixirs, two breakfast
selections, twelve entrees, and three desserts on the menu.

Advanced Rolfing: Rolfing manipulates the body’s connective tissue to rebalance the body and bring
relief from chronic pain, stress, and injury.

Massage: Swedish, Deep Tissue, Facial, Shiatsu, Facial and Foot Reflexology, and Hot Stone Massage

Reiki: Healing Energy

Infrared Sauna: Relax, sweat out toxins, burn calories, relieve pain, and increase circulation

Oxygen Steam Sauna: Absorb highly concentrated oxygen and expel toxins while refreshing the body.

Pulsed Electromagnetic Field: Pulsed Electromagnetic Field Therapy (PEMF) sends an electromagnetic
pulse throughout pulse throughout your body bringing about a sense of well-being and grounding with
the earth.

Crystal Light Bath: Brazilian John of God’s profound crystal healing method balances and aligns chakras,
alleviates manifestations of stress, insomnia, depression, and supports lasting well-being.

Feldenkrais Method: Several classes offered in which deliberate movement is used to help the brain
recreate new strategies for more efficient action.

Acupuncture: Stimulation of acupuncture points to alleviate pain, ailments, and other dysfunctions.
Personal Development Coaching: Coaching is an action-based personal development tool, a catalyst for
activating new thinking. A dynamic conversation to gain greater self-awareness and change behaviors
and thinking that block personal growth and success.

Business Name, Logo, and Mission Statement

Business Name and Logo

The business entity has been DBA Ionie Retreat and Organic Raw Food Café. However, there have been
several permutations of this title. These alternatives can be illustrated by the various logos that have
been used throughout the establishment’s history.

The Challenge: Ionie’s is looking to move in a more simplified direction with all marketing campaigns.
The hope is to have one singular brand that can be utilized for the title and logo for the business. A
simple title of Ionie’s Green Spa and Café has been suggested.

Additionally, we are interested in a simple symbol that can be utilized for branding purposes. Currently,
the unique feature of the logos is the lower case “I” and and the leaning “e”.

Next Steps: Settling on the singular brand for logo and title. Working with graphic artists who can
provide drafts of possible logo with a simplified business title. These can be local individuals versed in
Adobe Illustrator or outsourcing to independent contractors via sites like Fiverr. The business does not
possess a robust budget.

Mission Statement and Identity

The business would like to redefine its mission statement to encapsulate its’ multiple offerings. We are
looking to create an identity that can be shared succinctly and clearly by all shareholders. Additionally,
we need to concentrate on local followings vs. national followings as our income comes almost
exclusively from local clientele.

Challenges: The mission statement and defined identity of Ionie’s will provide the framework for the
logo and branding we choose. As an organization, we should set the priority of creating the mission
statement with input from all of our shareholders. Once in place, we will be able to solidify the logo and
branding that will be used moving forward.

Website, SEO, and Website Traffic Data

Website
The existing website can be found at http://ionie.com. Simply put, the existing website is archaic. It
was designed in approximately 2012 by a designer who utilized their own website theme. Ionie’s is
working on securing the hosting as the site is being hosted by another entity presumably the previous
designer.

Work is being done to complete a new, responsive website. A simple draft can be found at
http://ioniecafesrq.website. Once the draft is approved with appropriate photographs, logos,
documentations, menu items, and offerings, the site will be transferred to the existing domain.

Search Engine Optimization

The website does utilize optimizations to ensure overall site speed. Currently, the existing site has the
following page speed scores.

• Google Page Speed Insights: 85

• Pingdom: 86

Due to the site having a makeover, we will do all additional optimizations to ensure maximum loading
speed. Additionally, we will be utilizing other SEO best practices such as link building, consistent posting
across social media channels, rich snippets, and enhanced mobile experiences.

The site does use Yoast as a reference for SEO Content, but is not used consistently. With the new
simplified approach being utilized, we will be looking at simplifying all aspects of the website (short and
sweet) including blog posts. These shorter content posts may not help with SEO but will be more user
friendly for our local clientele.
 Website Traffic Data
Utilizing Google Analytics, the below report was populated. This shows how traffic utilized the pages of
the existing site.

Page Clicks Impressions CTR Position

http://www.ionie.com/ 546 27518 1.98% 1.63
http://www.ionie.com/cafe-menu/ 10 265 3.77% 9.63
http://www.ionie.com/treatments/feldenkrais-method/ 2 172 1.16% 49.88
http://www.ionie.com/treatments/advanced-rolfing/ 2 122 1.64% 8.69
http://www.ionie.com/category/rolfing/ 2 37 5.41% 29.27
http://www.ionie.com/event/chi-meditation-heidi-korsch/ 2 6 33.33% 22.33
http://www.ionie.com/classes/ 1 79 1.27% 4.39
http://www.ionie.com/event/pranic-healing-course/ 1 56 1.79% 65.27
http://www.ionie.com/2012/01/rolfing-for-scoliosis/ 1 10 10% 64.1
http://www.ionie.com/treatments/oxygenated-steam-sauna/ 1 6 16.67% 34.33

Additionally, we have attached two pages at the end of this report that will provide information on
traffic coming to the site and the sources of the traffic.

Challenges: Building the new site in an efficient, but expeditious manner. Moving forward with an
attractive, user-friendly website is at the top of our priority list.

Google Search, Keywords, and Paid Advertising

Ionie’s Top Queries for the Last Three Months (Google Search Console)

Queries Clicks Impressions CTR Position

ionie sarasota 46 150 30.67% 3.6
ionies sarasota 34 94 36.17% 2.7
ionie 29 161 18.01% 6.98
vegan restaurant near me 22 624 3.53% 1
ionie sarasota fl 19 56 33.93% 2.89
vegan sarasota 10 356 2.81% 1.03
ionies 9 33 27.27% 5.03
ionie cafe 9 27 33.33% 10.59
vegan food near me 7 189 3.70% 1
vegan restaurants sarasota fl 7 127 5.51% 1.2
food near me 6 3484 0.17% 1.01
vegan restaurants in sarasota 6 103 5.83% 1
organic restaurant near me 5 134 3.73% 1
vegetarian restaurant near me 4 155 2.58% 1
vegan restaurant sarasota 4 152 2.63% 1
 vegan restaurants near me 4 126 3.17% 1
vegan restaurants sarasota 3 239 1.26% 1
sarasota vegan restaurants 3 106 2.83% 1.17
vegan food sarasota 3 89 3.37% 1
vegan near me 3 60 5% 1
vegan restaurants in sarasota florida 3 46 6.52% 1
Challenges: Paid advertising through Google could be an option. But, completing more keyword
research (long tail keywords specifically) with a Google Ad Campaign could prove fruitful.

Next Steps: If we are to move forward with a Google Ad Campaign, we would like to explore utilize
landing pages on our domain for the campaigns we implement.

Social Media
Currently, Ionie’s has profile/pages on Facebook, Instagram, and Twitter. We are posting regularly now
on Facebook and Instagram solely. We are gaining followers.

Additionally, the establishment has profiles on Google Places and Yelp. The ratings and reviews left
there as well as Facebook have been extremely favorable.

Challenges: The amount of time and work needed to launch a successful Social Media Campaign versus
the results we are getting. Would a better approach yield more prospective customers to our
establishment?

Next Steps: We would like to post more videos/stories on Instagram and Facebook. We think this will
enhance our social media presence.

We are continually trying to build our audience/followers in social media by consistent

postings/content, hashtag research, and competition research.

Additionally, we would like to empower our employees and guests to provide content for our social
media posts. Simply put, Ionie could hire one individual full time to post, analyze, and conduct research
on social media postings. A simple professional development with employees and independent
contractors about a concerted, unified social media campaign.

Lastly, we could possibly look at paid promotions and advertisements through social media. Our
working with an Instagram or Facebook influencer that can promote our business through posts for a
fee.

Email Marketing
Currently, we utilize Constant Contact as the means for sending out updates, offers, and a monthly
newsletter. In the past, the website has been utilized to collect email addresses for campaigns.

Challenges: We are working on moving towards a monthly simplified, newsletter that gives only
pertinent information. Keeping it sweet and simple is the approach we believe will elicit the best
response.

The past newsletters that have been sent also need a makeover. We also need more contributors to
the content (blogs and social media) that we post to the site.
Next Steps: Updating the newsletter. Creating a marketing funnel on the website using popups,
existing content, or landing pages to land more email addresses.

Other Items Being Considered

Local Connections, Experts, and Referrals
We are moving forward with creating a collection of local professionals that would provide referrals to
our establishment. These individuals could be holistic practitioners, dieticians, nutrition experts,
personal trainers, etc. Our hope is to build a business partner relationship that benefits both parties.

An Open House Event and Participation in Other Marketing Events

An open house event where individuals come in for tastings and to meet with our practitioners. Simply
put, we are in a competitive market and people choose to attend a yoga class or therapeutic session if
they connect with the provider. People want to meet who will be leading their classes or working on
their body.

Inviting Guest Chefs for Dinner Events

Each month, we would like to invite a local executive chef to Ionie's to create a dinner entree that our
guests can enjoy. We see these events as being beneficial to both our establishment and the
executive chefs.
 Ionie Retreat
All Web Site Data GO TO REPORT
Acquisition Overview

All Users
Aug 27, 2018 - Sep 25, 2018
100.00% Users

Primary Dimension: Conversion:

Top Channels All Goals Edit Channel Grouping

Top Channels Users Conversions

Direct  Users  Goal Conversion Rate

Organic Search
100 100.00%
Social
Referral
48.2%

45% 50 0.00%

Aug 29 Sep 5 Sep 12 Sep 19 Aug 29 Sep 5 Sep 12 Sep 19

Conversions
Acquisition Behavior
Users New Users Sessions Bounce Rate Pages / Avg.
Session Session
Duration

1,359 1,338 1,532 52.09% 2.14 00:01:51

1 Direct 661 65.07%

Set up a goal.
2 Organic Search 618 38.51% To see outcome metrics, define
one or more goals.

3 Social 59 42.62%
GET STARTED

4 Referral 34 54.29%

To see all 4 Channels click here.

© 2018 Google
 Ionie Retreat
All Web Site Data GO TO REPORT
Audience Overview

Aug 27, 2018 - Sep 25, 2018

All Users
100.00% Users

Overview

 Users
100

50

Aug 29 Sep 5 Sep 12 Sep 19

New Visitor Returning Visitor

Users New Users Sessions

1,359 1,338 1,532 8%

Number of Sessions per User Pageviews Pages / Session

1.13 3,276 2.14

92%

Avg. Session Duration Bounce Rate

00:01:51 52.09%

Language Users % Users

1. en-us 1,310 96.39%

2. en-gb 17 1.25%

3. en-ca 5 0.37%

4. fi-fi 4 0.29%

5. de-de 3 0.22%

6. c 2 0.15%

7. de-at 2 0.15%

8. en-au 2 0.15%

9. hu-hu 2 0.15%

10. nb-no 2 0.15%

© 2018 Google