Digital Communication Plan for Big W

Running head: MANAGEMENT
Business Communication Skills
Name of the Student:
Name of the University:
Author Note:

1MANAGEMENT
Executive Summary:
The objective of the report is to put forward a digital communication plan that could be
implemented for improving the business demands and popularity of Big W, a retailer in Australia
which is facing the risk of closure due to massive financial losses. Advances in the technology
have not only made the communication simpler but also reduced the distance barriers that
spanned across the time and the border zones. It therefore holds a huge potential in the
improvement of the communication in businesses. Times are gradually changing and it is time
for the strategies of the business communication to pull up. In present day, digital
communication has been the key for maximization of the interactions. The report commences
with a brief introduction of the company. It also discusses the strategies and objectives of the
digital communication plan. The report also gives an overview of the various digital
communication platforms and also mentions about the performance metrics of the
communication plan.

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Table of Contents
1.0 Introduction:..............................................................................................................................3
2.0 About the Company Big W.......................................................................................................3
3.0 Objectives and Strategies of Digital Communication Plan.......................................................4
4.0 Platforms for Digital Communication:......................................................................................7
5.0 Performance Metrics of Digital Communication Plan..............................................................9
Conclusion:....................................................................................................................................10
References:....................................................................................................................................10

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1.0 Introduction:
The report aims at providing an insight into the digital communication plan that could be
applied to organizations or business for improving the business demands and become
increasingly popular. The emergence of newer technologies in the day to day lives has led to the
change in paradigm of our communication in both the commercial and the human relations. The
introduction of the smart phones has lead to the acceleration in the behavioral modification of
communication at an increasing level. Businesses have not only been found to adopt newer
communication means with clients, providers and colleagues but have also adopted newer
possibilities of commercialization to sell their services via internet. The newer situation has also
made it necessary for each organization to spread their presence over internet. Hence, the new
rules lie in not only showing their presence but at the same time remaining interactive and
active with the community thereby sharing values and create a brand along with establishing a
human, bilateral communication where the organization is able to identify itself in the same
platform as the clients. Therefore, to become successful with the new set of rules it is necessary
to set digital communication plan which is also sometimes known as the Social Media Marketing
Plan.
2.0 About the Company Big W
Big W represented chain of discounted departmental stores in Australia. It was found in
the year 1964 in New South Wales (bigw.com.au 2019). The company has been a division of the
Woolworths Limited. It operated close to 182 stores comprising of 22,000 employees across
Asia and Australia. The store was one of its kinds in providing optometry services and self
service checkouts. However, the company had to close down its optometry stores in the year