👉[INTRO – Friendly & Confident]

Hi everyone!
I’m Rishita Rajput, and in this video, I’m excited to walk you through my Capstone Project, where I worked on creating a digital marketing strategy for a local business — Kesharwani Sweets & Restaurant, based in Vijay Nagar, Jabalpur.

This project gave me hands-on experience in applying real-world marketing concepts — from SEO to social media, ad strategies, and more. So let’s dive right in!

👉[LOGO EXPLANATION – Keep it Personal & Purposeful]

Let’s start with the logo.

This logo represents my personal brand as a digital marketer. I went for a modern and minimalistic style, keeping the color scheme simple yet elegant — using black and yellow for a clean, professional feel. Whether I’m working on a client project or building a campaign, I want this branding to reflect professionalism and creativity.

👉[PORTFOLIO PAGE – About Me & My Skills]

Now coming to my portfolio page — this is all about me, my background, and the skills I’ve gained so far.

👉[TRANSITION TO MAIN PROJECT]

So now that I’ve introduced the logo and portfolio, let me walk you through the actual business and the digital marketing strategy I created.

👉[BUSINESS OVERVIEW – Brief & Relatable]

So, just to give you a quick background —
Kesharwani Sweets & Restaurant is a local eatery that serves a variety of traditional Indian meals, mithai like rasmalai and mawa jalebi, plus popular snacks like samosas, pani puri, and even South Indian items like dosa. It’s a casual spot that offers dine-in, takeaway, and delivery.

While it’s loved by many in the area, I noticed a few things holding the business back — especially when it comes to digital presence and customer experience.

👉[PROBLEM AREAS – Naturally Stated]

After some basic research and going through customer reviews, I identified four main challenges:

Inconsistent product quality – Some people mentioned that the taste and quality of food aren’t always the same.

Customer service issues – A few reviews talked about rude or inattentive staff.

No real online presence – They don’t have a website or active social media, which makes it hard for people to find or trust them online.

Weak marketing strategy – They’re not doing much to promote offers, seasonal specials, or build loyalty with their regular customers.

👉[MY STRATEGY – Conversational Flow]

So based on all that, I created a digital marketing plan focusing on four main areas:

Product & Service Improvements – Like implementing regular quality checks and staff training programs to improve customer experience.

Creating a Strong Online Presence – This includes building a simple website and active Facebook/Instagram pages.

Running Strategic Marketing Campaigns – Using SEO, email marketing, Google Ads, and social media to attract and retain customers.

Measuring and Improving Performance – Using analytics to track what’s working and what’s not.

👉[Buyer’s Journey Map]

I created a buyer’s journey map using HubSpot’s template to visualize the customer experience from awareness to consideration and finally to decision-making.

This helped in tailoring marketing efforts for each stage of the journey.

👉[WEBSITE & SEO – Light but Clear]

For the website, I kept it simple — a landing page that highlights the menu, their location, contact details, and a little story about their offerings.

📲 Facebook & Instagram Pages

“Of course, they need to be on social media! I proposed Facebook and Instagram pages under the name The Kesharwani. where They could post mouth-watering photos, behind-the-scenes stuff, maybe even some fun reels during festivals.”

🔍 Website Title & Meta Description

“Here’s a sample title and meta description for their homepage. It’s optimized for local search and written in a way that makes people curious to check the place out.”

📈 On-Page SEO Strategy

“Now we move to the on-page SEO part—super important if they want to show up on Google. I covered things like:

Using the right local keywords,

Writing proper title tags and meta descriptions,

Creating quality content with good structure,

Making sure the site looks and works great on mobile,

And I didn’t forget about internal linking to make navigation easy — like connecting the homepage to specific menu categories.

📤 [OFF-PAGE STRATEGY – Easy to Understand]

Next, I worked on off-page SEO: So this includes:

Getting listed on Google Business and local sites like Justdial,

Posting regularly on social media,

Writing blogs around sweets and food culture,

Collaborating with food influencers,

And managing their online reputation by responding to reviews.”

📸 Slide 22–23: Social Media Creatives

“Here are a couple of sample social media posts I designed—just something eye-catching that highlights their sweets and brings out the brand’s festive, colorful vibe.”

📧 Slide 24–25: Email Marketing

“I also created a couple of email templates. These can be used to send out offers, new dish launches, or festive greetings. Super useful for staying connected with regular customers.”

🖥️ Slide 26–27: Landing Page Layout

“Here’s another look at the landing page layout, just to show how everything will be organized—from showcasing their best items to making it easy for people to order or visit.”

📊 Slide 28–34: Google Ad Strategy

Then I created two types of Google Ads campaigns:

One is Display Ads, which show up as images or videos on websites, YouTube, or apps—great for visibility.

The second is Search Ads, which pop up when someone searches for things like ‘best sweets in Vijay Nagar.’

“We’re targeting food lovers, families, and working people around Jabalpur. I also set up the campaign structure, bidding strategy, and ad copy. And we’ll track things like impressions, clicks, and engagement using Google Ads and Analytics.”

📝 Slide 35–36: Sample Google Search Ads

“These are the actual sample search ads I created—short, to the point, and focused on what makes Kesharwani special: taste, hygiene, and tradition.”

[FACEBOOK ADS – Casual & Relatable]

For Facebook, I designed Lead Generation Ads using Instant Forms — so customers can quickly share their name and contact info without leaving the app.

I added a small incentive too — like a discount coupon or a free sample — to encourage form submissions.

Targeting was based on:

Location

Age group (18–60)

Interests like Indian food, sweets, or local dining

I also set up custom and lookalike audiences for more accurate targeting.”

“And like Google, we’ll track performance with tools like Facebook Ads Manager and CRM integration to see how many people are actually converting into customers.”

📢 Slide 43: Sample Facebook Ads

“Here are a couple of sample Facebook ads I made—using high-quality food images and clear, catchy captions. Just enough to make people stop scrolling and check them out!”

[CLOSING – Warm & Genuine]

So that’s a quick walkthrough of my capstone project!

This was an amazing learning experience for me, as I got to apply everything I’ve learned — from business research to digital marketing tools, ad creation, SEO, and campaign strategy into one complete strategy for a real business.

Thank you so much for watching!
I hope you enjoyed it and found some value in the work I’ve done. 😊