Urban Grill Burgers — Marketing Calendar & Campaign Plan
The marketing calendar has been designed to maintain consistent brand visibility throughout the year while capitalising on key seasonal opportunities and cultural events in South Africa.
Section 17 · Business Plan
Marketing Calendar & Campaign Plan
The marketing calendar has been designed to maintain consistent brand visibility throughout the year while capitalising on key seasonal opportunities and cultural events in South Africa.
17.1 Year 1 Marketing Campaign Calendar
The marketing calendar has been designed to maintain consistent brand visibility throughout the year while capitalising on key seasonal opportunities and cultural events in South Africa.
| Month | Campaign / Activity | Channel | Budget (ZAR) | KPI Target |
| Pre-Launch | Teaser campaign: “Something’s Cooking” | Social, PR | 60,000 | 10K reach |
| Month 1 | Grand Opening: 20% off launch week | All channels | 45,000 | 800 customers/wk |
| Month 2 | Influencer burger challenge | Instagram, TikTok | 25,000 | 50K impressions |
| Month 3 | Heritage Day special (SA braai burger) | Social, in-store | 18,000 | 150 units sold |
| Month 4 | Loyalty programme launch | App, in-store | 20,000 | 500 sign-ups |
| Month 5 | Student discount campaign | TikTok, campus | 15,000 | 200 student visits |
| Month 6 | Summer menu launch + outdoor events | Social, events | 22,000 | 15% revenue lift |
| Month 7 | Valentine’s Day couples combo | Social, delivery | 12,000 | 100 couples served |
| Month 8 | Corporate catering drive | LinkedIn, direct | 18,000 | 5 corporate accounts |
| Month 9 | Easter family feast combo | Social, in-store | 15,000 | 300 family orders |
| Month 10 | User-generated content competition | 10,000 | 200 entries | |
| Month 11 | Black Friday mega combo deal | All channels | 20,000 | 20% revenue spike |
| Month 12 | Festive season / year-end review | Social, email | 15,000 | Awareness +30% |
17.2 Social Media Content Strategy
Social media content will follow a 70-20-10 content mix formula: 70% value-driven content (food photography, behind-the-scenes, recipes, tips), 20% community content (customer spotlights, user-generated content, local events), and 10% promotional content (offers, combos, limited-time deals). Content will be produced in-house by the Marketing Coordinator, supplemented by quarterly professional food photography shoots budgeted at ZAR 8,000 per shoot.
daily, Reels 3x per week. Target: 15,000 followers by month 12, 3.5%
engagement rate.
focusing on burger prep, staff personalities, customer reactions,
trending audio. Target: 25,000 followers by month 12.
promotion, family-targeted advertising. Target: 8,000 followers by month
12.
photos, Q&A. Target: 4.5+ star rating with 200+ reviews by month
12.
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