Digital Communication Concept Plan

This concept plan discusses the use of digital communication platforms for M&J Chicken, including social media and video content, to improve communication with employees and customers. The plan also targets a new customer base in Brisbane and aims to align digital communication with business strategy.

Running head: DIGITAL COMMUNICATION CONCEPT PLAN
Digital Communication Concept Plan
Name of the university
Name of the student
Author note

1DIGITAL COMMUNICATION CONCEPT PLAN
Table of Contents
Digital communications platforms......................................................................2
Aims and objectives...........................................................................................3
Target audience.................................................................................................3
References.........................................................................................................6

2DIGITAL COMMUNICATION CONCEPT PLAN
Digital communications platforms
Australian company M&J Chicken operates in both the fresh and cooked
range of chicken (Mandjchickens.com, 2018). They are highly efficient operating in
domestic business market simultaneously with Asia-pacific region by exporting
materials to satisfy the experimental taste buds of people. However, the rapidly
growing population of varied culture over Australia and their different preferences
have made the company think for innovative recipes. Moreover, as per Karjaluoto,
Mustonen and Ulkuniemi (2015), organisation has felt that in competitive business
environment, it is important to maintain improved synchronisation with the existing
channels. Simultaneously, digital platforms like Facebook, Instagram, YouTube
videos and several food delivery applications can be helpful to balance with the
increasing popularity. Additionally, to satisfy market demand two more sub-store will
be established in Brisbane for which technological help will be considered too.
Although, according to Mulhern (2013), the era of advanced digital technology
has made the process of communication easy yet complicated. Almost every
business industry is coming up with several innovative ideas of business
communication using digital space in order to reach the wider range of potential
customers and to retain the existing customer base as well. As the scenario has
changed from a single office space to multiple locations and time zones even, the
quality of communication has become weak for the companies who have still
maintaining the traditional policies. Acknowledging the demand of the century,
workplace environment must be digitally connected if the purpose is to grow and be
efficient.
Digital workplace strategy is appropriate to deal with such organisational
changes. Managers combine the technologies whatever is necessary for the
organisational needs. As described in Öztamur and Karakadılar (2014), there are
various platforms, as mentioned before. Internet and social media have become
accessible for almost every individual nowadays, which has made the traditional
forms of advertising less effective than before. Besides, to maintain internal
communication with executives, private groups of messaging and using Discussion
forums for allowing employees to share opinions and feedbacks regarding existing
stores will be helpful to improve synchronisation. Further, according to Uzunoğlu and

3DIGITAL COMMUNICATION CONCEPT PLAN
Kip (2014), for the improvement of new customer base in Brisbane creating business
pages and blogs in Facebook and creating promotional original video contents
keeping a periodic gap will be immensely helpful in contemporary marketplace.
YouTube connector is helpful to share videos on company website where necessary
information will be available for the potential customers. As described in Stephen
(2016). These channels are helpful to understand the customers’ preferences and
market trend too.
Aims and objectives
The company aims to provide finest quality chicken both the fresh and cooked
range according to the desire of the customers by consistently seeking for latest
technologies and industry knowledge. Considering the less effectiveness of
traditional forms of advertisements and emerging trend of using internet, M&J
structures their objectives to improve the interaction between managers and
employees and among employees as well using the technological help. An improved
internal channel boosts the production along with services, which leads to customer
satisfaction.
As far as the new Brisbane store is concerned, new customer base must be
created concentrating on knowledge of national taste and M&J will consider local
taste preferences to cater the potential customers. The central objective is to align
an improved digital communication plan with the contemporary business strategy to
retain the existing customers along with approaching new and wider range of
potential consumer groups (Labrecque 2014). In this due course organisation aims
to improve the service too based on the customers’ feedback collected from the
social media networks and various food delivery and rating applications.
Target audience
Whenever a company is seeking for developing their service procedure in
order to cater the market demand precisely, a detail and professional segmentation
must be done in order to make the customers satisfy and to accomplish
organisational objectives in a competitive business environment of fast food industry.
Here, along with developing communicational channels for the existing stores M&J
has to target the new customer base in Brisbane. Apart from that, the communication
process will target employees too for ensuring the right execution of strategies.

4DIGITAL COMMUNICATION CONCEPT PLAN
For the old stores, the existing customers will be retained by maintaining
professional communication through various social media channels. People who use
food-rating applications, young generations mostly will be the target audiences.
Besides, who love their chicken cooked in a healthy way will be the audiences as
well. Children are one of the biggest target market for such fast food companies.
In the addition, not only citizens the target audiences will be various five star
hotels, restaurants, resort services, and government organisations who trust on
their fresh range of raw materials for daily meals. Moreover, several food-
processing groups have been targeted too in order to deliver them raw materials
as well. Considering the demand of organic and fresh materials the audiences will be
small and medium sized retailers too who offers fresh daily stocks.
Demographic Psychographic Behavioural
 Australian people,
aged from 12 to 55
has been targeted
for the cooked
range. Income and
education level
must be moderate.
Culture matters a
little when it comes
to consuming
chicken.
 For the new store,
the digital contents
will be structure
considering the
needs and
preferences of
people living in
Brisbane (Tiago
and Veríssimo,
 Contents will be
available on
internet
acknowledging the
criteria of people
who wants to
consume chicken
to supply daily
dose of protein.
 Besides, the
demands of
serving raw
materials of
various hotel and
food serving
industry will drive
the digital
communication
procedure.
 People have
started using social
media increasingly
even in developing
countries widely as
well. Further
acknowledging the
dependency of
businesses on
technology digital
platforms will target
potential
customers and
several
stakeholders,
business partners
via digital
platforms.

5DIGITAL COMMUNICATION CONCEPT PLAN
2014).
 For the fresh raw
materials, digital
communication
channels will target
Australian families
five star hotels,
restaurants, resort
services, and
government
organisations
along with food
processing units
and retailers.

6DIGITAL COMMUNICATION CONCEPT PLAN
References
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial
Marketing, 30(6), pp.703-710.
Labrecque, L.I., 2014. Fostering consumer–brand relationships in social media
environments: The role of parasocial interaction. Journal of Interactive
Marketing, 28(2), pp.134-148.
Mandjchickens.com (2018). M&J Chickens. [online] Mandjchickens.com.au.
Available at: http://www.mandjchickens.com.au/ [Accessed 19 Nov. 2018].
Mulhern, F., 2013. Integrated marketing communications: From media channels to
digital connectivity. In The Evolution of Integrated Marketing Communications (pp.
19-36). Routledge.
Öztamur, D. and Karakadılar, İ.S., 2014. Exploring the role of social media for SMEs:
as a new marketing strategy tool for the firm performance perspective. Procedia-
Social and behavioral sciences, 150, pp.511-520.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media:
Why bother?. Business Horizons, 57(6), pp.703-708.
Uzunoğlu, E. and Kip, S.M., 2014. Brand communication through digital influencers:
Leveraging blogger engagement. International Journal of Information
Management, 34(5), pp.592-602.