BHO6001 - Digital Marketing: Internet Strategy Report for SPACE2B

This report outlines a digital marketing strategy for SPACE2B, a charitable organization supporting refugees and migrants. It includes a situational analysis using PESTLE and Porter's Five Forces, a SWOT analysis, and SMART goals focused on increasing brand awareness, improving web presence, and boosting social media engagement. The strategy details targeting and segmentation, brand positioning, content and customer engagement approaches, an integrated communication plan, and a digital marketing mix. The report concludes with an action plan and analytical assessment of objectives, aiming to leverage digital tools to achieve SPACE2B's business goals.

Running Head: Digital Marketing
Digital Marketing
Internet Strategy Report

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Executive Summary
SPACE2B is a charitable organization which is working towards the benefit of the
refugee, migrant and other such group of people who lack financial independence. The
company provides space, opportunities, training and skill to develop quality artisan,
clothes and home products for the customers. SPACE2B is a small organization which
has to leverage the tools of social and digital media to achieve its business goals and
objectives. The company wants to increase the brand awareness, increase its social page
ranking, get more traffic on the website and have higher engagement and conversation
on its platform. The report here in depth clearly reflects situational analysis and the
desired goals and outcomes in sync with the SOSTAC model.

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Table of Content
Company Background & Problem Statement....................................................................................... 5
Situation analysis............................................................................................................................................. 6
MICRO environmental analysis.............................................................................................................. 6
PESTLE Analysis.......................................................................................................................................... 6
Political Environment............................................................................................................................ 6
Economic Environment........................................................................................................................ 7
Socio-Cultural environment................................................................................................................ 7
Technological Environment................................................................................................................ 7
Legal Environment................................................................................................................................. 7
Environmental Analysis....................................................................................................................... 7
Macro environmental Analysis.............................................................................................................. 8
Porter 5 Forces......................................................................................................................................... 8
Bargaining power of Customers........................................................................................................ 8
Bargaining Power of Suppliers.......................................................................................................... 9
Threat of New Entrant.......................................................................................................................... 9
Competitive Rivalry................................................................................................................................ 9
Threat of substitute product............................................................................................................... 9
Capability analysis...................................................................................................................................... 9
Financial Capability................................................................................................................................ 9
Operational Capability........................................................................................................................ 10

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SWOT Analysis........................................................................................................................................... 10
Strength.................................................................................................................................................... 10
Weakness................................................................................................................................................. 10
Opportunity............................................................................................................................................ 11
Threats...................................................................................................................................................... 11
Objectives......................................................................................................................................................... 11
SMART goal Framework........................................................................................................................ 11
Goal setting & Evaluation...................................................................................................................... 12
Alignment of digital strategies with objectives............................................................................13
Strategy............................................................................................................................................................. 14
Targeting & Segmentation..................................................................................................................... 14
Brand positioning and value proposition....................................................................................... 15
Content and customer engagement and retention......................................................................15
Integrated communication strategy.................................................................................................. 16
Tactics................................................................................................................................................................ 17
Implementation strategy....................................................................................................................... 17
Digital marketing mix.............................................................................................................................. 17
Action and Control........................................................................................................................................ 19
Action plan and governance................................................................................................................. 19
Analytical assessment of objectives.................................................................................................. 19
Conclusion........................................................................................................................................................ 20

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References........................................................................................................................................................ 21

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Company Background & Problem Statement
Space2b is one of its kind, an art and a design social enterprise which has been
established to support people who are actively seeking asylum, refugees and are newly
arrived migrants looking forward to become financially independent. Space2b achieves
its objectives through creative enterprise, workplace training and business monitoring.
The company offers opportunity to the migrants to build on their traditional skills and
knowledge, attain confidence and walk through the steps of financial independence.
Space2b provides a unique space for needy people to come together in order to acquire
business acumen and skills to build relationship and make connections amongst
themselves (Space2b, 2018). The competition in the industry is limited and has
tremendous growth opportunities to expand its base.
The company which operates in co-working space is doing a noble job by providing
opportunity to the people in need and make them stand firm on the ground and walk
towards the path of financial sustainability. Thus, in order to do so, Space2b has to
create Internet strategy in sync with its business objectives to not only increase the
brand awareness but also to facilitate the co-creation of resources for the overall
development of the organization and its people.

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Situation analysis
Situation analysis refers to a collection of methods which is used by the organization to
assess the internal and external business environment to understand the organizational
capabilities, customer and the business environment(Clarke, Friese & Washburn,2017)
MICRO environmental analysis
MICRO environmental analysis comprises of the 6 forces which might affect the
capabilities of the organization to serve its customers and can also affect the business
entity in existence.
PESTLE Analysis
(Source: Feys & Probert, 2015)
Political Environment
Political environment can have both positive and negative impact on the organization.
Political stability in the nation helps the business organization to grow and sustain its
business model. Space2b benefits mostly due to the highly stable political environment,
moreover the government has less regulation in the industry which gives the company
an opportunity to leverage its capabilities (Morris & Metternicht, 2016).

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Economic Environment
Australia has a population of over 24.6 million and is a highly multi-cultural country in
existence. Australia has a high disposable income and good purchasing power parity.
However, there are lot of immigration in Australia predominantly after the WW2.
Inflation in the country is in control, and the rise in disposable income of people is a
win-win for Space2b (Islam & Mamun, 2017).
Socio-Cultural environment
Australia is one of the most multi-cultural countries in the world, and the people in the
country are mostly overseas. Society plays a very important role in the development of
culture in the country and similarly in the organization. Australian culture is inspired by
the European culture and has one of the most advanced nations of the world. Need for
space in Australia is ever increasing due to the higher prices of the land, hence, Space2b
is doing a terrific job in helping the people in need and providing them a space to work
and develop their skills(Sargeant & Jay, 2014).
Technological Environment
Advancement in technology is one of the strong reasons for the growth of business
organization, particularly the e-commerce sector. Growth in technology and rapid
penetration of the internet and social media technology is a contributing factor in the
growth of Space2b.
Legal Environment
Australia has very strong rules pertaining to biasness, discrimination and fair work
policy, thus it is important for Space2b, to work within the purview of legal framework
in order to maintain its stronghold in the legal environment.
Environmental Analysis
Every country is focussing on sustaining the environment to provide for the natural
resources for the future. Space2b works in the space where it has limited impact on
environmental sustainability; moreover the company has to take certain initiatives as a
part of its CSR activity to help the environment (Turner, 2016).

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Macro environmental Analysis
(Source: Anheier, 2014)
Porter 5 Forces
A Porter 5 force is a useful strategic framework which is used to assess the market
attractiveness and the profitability of the organization (Grant, 2016). In accordance to
the framework the forces can be seen as:
Bargaining power of Customers
Bargaining power of customers is low in case of Space2b, as the organization is in the
space where it provides opportunities to the needy people to grow work and mentor
them to work side by side with the designers and stand on their feet. Low bargaining
power of customers means that people can easily come and join the movement of
Space2b

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Bargaining Power of Suppliers
Space2b has its own retail space which provides a platform to the immigrants and the
people looking to go into asylum and helps them in gaining financial independence. The
organization as such is not dependent on any suppliers and has everything in house.
Threat of New Entrant
Due to less initial investment, the threat to the new entrant is moderate. However, due
to limited revenue potential in the industry, the threat subsides to low. The concept of
Space2b is noble and it wants to help the people in need, the company sells the product
supplied by these people and give them maximum revenue, while keeping only a limited
amount in hand to manage its expenses.
Competitive Rivalry
The only competitive rivalry are the artisan stores in Australia, but the prices charged
for the products are higher in comparison to the products being sold at Space2b,
implying very little competitive rivalry in the industry ecosystem.
Threat of substitute product
The only threat to Space2b’s offering is better artisan products at a cheaper price;
moreover the company is working in the space which nurtures the talent of the
immigrants and the people who are looking for financial independence.
Capability analysis
Capability analysis is conducted to assess the financial and operational ability of the said
business model.
Financial Capability
Space2b has plethora of business partners which help the organization to achieve its
mission of providing people with financial independence. The financial resources are
being provided by the business partners, who in turn get a share of revenues for the sale
of the artisan’s goods being sold at the company’s retail outlet (Porter, 2016).

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Operational Capability
Operational capability of the organization can be understood as the sum total of its
resources required to manage the business operations. The organization gets immense
support from the NGO and business partners who provide for resources to meet the
desired objectives of the organization (Baldi & Gabrielii, 2015).
SWOT Analysis
SWOT analysis is a micro environmental analysis which helps to assess the strength and
weakness of the company which is internal to the organization and help in creating
proactive strategies for the opportunities and threats which are external to the
organization (Suh, 2014).
Strength
 Unique and noble concept with a sustainable business model.
 Human approach in helping the people in need.
 Providing financial independence to immigrants, people speaking asylum and so
on.
 The retail presence of Space2b gives impetus to the efforts of the artisans.
 Identifying the opportunity beyond citizenship.
Weakness
 Limited potential of revenue growth.

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 Small and Medium scale enterprise, restricting the growth opportunities of the
organization.
 The profits is not harvested in creating new investment opportunities, but is
pulled back to provide more resources to the refugees, immigrants and needy
people.
Opportunity
 Growth in the sentiments of the people to come forward to the help of the people
in need.
 The future prospect of Space 2b is increasing due to the increasing awareness of
the charitable organization.
 Increase in efforts by the government to support such charitable organizations.
Threats
 Regulation of Australian government in the charitable organization.
 Merger of the existing charity with government charity of the country.
Objectives
Objectives are the first step towards building a strong culture in the organization; it also
helps the organization to walk on a pre -determined path with much focussed attention
to attain the goals of the business organization. In order to do so, it is very important to
create SMART goals for the organization, as it helps in clear defining of the goals with
the timelines.
SMART goal Framework
SMART goals framework sets the base of setting up the goals and objectives of the
organization. The understanding of SMART goal can be seen as:
 Specific- The goals have to be really specific in nature, explaining the goals in
quantitative figures.
 Measurable- This is a parameter which states that the goals have to be
measurable.

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 Attainable- The goals should be set in such a way that they are highly attainable.
 Realistic- The goals have to be realistic and not to set on unreal grounds.
 Timeline- The goals have to be based on specific timelines that is the timeline of
the goals have to be defined (Ogbeiwi, 2017).
Goal setting & Evaluation
Parameter Goals Evaluation
Specific  Increase the brand
awareness of Space
2b by a factor of
10X.
 Improve the web
presence of the
organization with
more pictures,
reduced loading
time of the website
and work towards
the UI/UX of Space
2b.
 Increase the likes,
follower on the
social media page by
a factor of 5X.
 Increase the
conversation and
engagement on the
social media pages
by 5X.
 Increase the number
of post to at least 4
in a day.
 Starting up with
influencer
marketing by getting
on board a face
recognized by
majority in
Australia.
 Increase the traffic
on the website by 5X
 Monitoring and
feedback process.
 Data analysis.
 Social media
analysis
 Sentimental analysis
 Review the goals
after every quarter.
Measurable The goals can be measured
by the website traffic,
feedback from the
consumers, and usage of
data and social media
analytics.

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Attainable The goals are highly
attainable as they are set
with optimistic scenario
and after the analysis of the
existing business
environment.
Realistic The goals are highly
realistic and can be
achieved by sustained focus
on the goals.
Timeline The timeline to achieve the
goals is decided to be 12
months, that is 1 year
Alignment of digital strategies with objectives
It is extremely important to create digital strategies in sync with the business objectives
of the organization. Alignment of strategies helps in co-ordinating the efforts of the
business towards the accomplishment of the business goals and objectives. Digital
ecosystem is ever evolving, and Space 2b has to ensure that it leverages the growth of
digital and social media channels to increase the brand awareness of Space 2b and help
the organization in moving to a sizable revenue and help the people in need.
Strategy Implication
Facebook Strategy  Daily 4 post from Space 2b to its
target audience.
 Promote the organization through
the Facebook posts.
 Try to build an engagement with
the target audience on the social
media platform.
 Build a positive sentimental
analysis of the company.
 Social listening of the company
page.
 Organizing contests and quiz for
better engagement.
Website Strategy  Improve the loading time of the
website.
 Improving the refresh time of the
company website.
 Improve the UI/UX of the website.
 An option of Action to call and
capture the detail of the person
visiting the website.
YouTube Creating a channel by the name of Space

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2b, and promote the company by
uploading videos of people work in the
organization.
Twitter Influencer marketing- Finding an
influencer to promote the products of the
company.
Digital Marketing Tie up with various website selling off
artisan items, clothes, household and other
stuff with the purpose of increasing traffic
on website.
Strategy
Targeting & Segmentation
Segmentation can be understood as breaking down the large consumer audience into
specific customer segments for better targeting and positioning for the marketing
strategies (Armstrong et. al., 2015). The market segmentation is as follows:
Migrants- These are the group of people who are migrating to Australia with an
intention to earn their livelihood, or to harness a skill for their professional
development.
Individuals- These are the people who are already staying in Australia, and looking to
earn their livelihood by developing some skills to develop products.
NGO- Space 2b wishes to target the people staying in the NGO and is totally dependent
on the charity received by the organization. The company wants to provide them with
skill to become financially independent.
Targeting
Targeting is the process of further breaking down the market segments in order to push
the marketing promotions to the target audience. The target segment broadly for Space
2b is as follows:
 Demographics- Sydney, Melbourne, Canberra, Victoria.
 Both Male and Female
 Age- 16-35 – Millennial
 Type-Migrants, Refugees, Domestic population.

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Brand positioning and value proposition
As the name suggests, brand positioning can be understood as the place in consumers
mind in context to the company. It is a reflection of how the consumers feel about the
business organization. A very strong brand positioning is a reflection that the business
organization has a strong and unique brand image in the mind of the consumers
(Larsen, 2015). The brand positioning of the company is as follows:
 Helps in skill enhancement and enlargement
 Helps in providing financial independence to the people in need.
 A charitable organization working towards the development and upliftment of
the society.
 Create product which showcases the people in good light.
Value Proposition- Value proposition can be referred to as the business statement
which summarizes why a customer should use the product and service of the company.
The value proposition of Space 2b is “Create a world where people are financially
independent by creating products useful for the cohort”.
Content and customer engagement and retention
Customer engagement strategy is the reflection of the targeted content pushed to the
target audience using the tools of social media and digital marketing. The content,
customer engagement and retention strategy can be summarized as:
Particular Content Strategy Engagement
Strategy
Retention Strategy
Facebook Create and publish
post which would
take the attention of
customer to the
noble cause
Consistent posting
of the content with
good social listening
skills
Communicating
with the customers
by building
relationship on the
basis of trust.
You tube Creating and
posting multiple
videos on the
company’s channel,
the video should
have the discussion
Replying to people
comment on the
channel, and more
targeted content to
people who have
liked and
Liking the comment
of the people who
replied and building
a relationship with
them.

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on the lives of
people making the
product and how
they make it
subscribed the
channel
Twitter Using an Influencer
to promote the
company’s product
and the promote the
noble concept of the
organization
Tweet and retweet
the audience tweet
and following them
Follow and like
their Twitter
handle.
Linked In Linked in is another
platform which
supports such
charitable causes
and helps to get in
touch with more
partners for further
investment in the
business.
Posting high
targeted content in
groups with
charitable
organization and
people interested in
Charity
Opening a dialogue
with the target
audience on Linked
in.
Integrated communication strategy
Integrated communication strategy in the case of Space 2b is focussed only on Social
and digital media marketing. Due to limited budget, and the target audience, social and
digital media platform is the best strategy to communicate effectively with the
customers and potential partners. The social media channels will help the organization
in achieving its goals and objectives and establishing strong communication with them.
 Facebook- Awareness, engagement and conversion
 You tube- Awareness and engagement, traffic on the website
 Linked in-Awareness and engagement.
 Twitter- Awareness and engagement
Tactics
Implementation strategy
The implementation strategy for the above mentioned digital plan of Space 2b is as
follows:

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 Hire a team of 4 individuals- one focussed towards each platform.
 The in –house team to share daily engagement and conversion report with the
management boards.
 Graphics and post to be approved by the team leader.
 The implementation has to start from 1/07/2018.
Digital marketing mix
A plethora of social media and digital marketing channels are to be used exclusively to
create the brand awareness, increase the engagement with the potential partners and
customers and to ensure an action to call for the interested customers. The digital
marketing mix for Space 2b is as follows:
(Source: Jackson & Ahuja, 2016)

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Type of Media Media vehicle/Channel
Earned Media  Reviews
 Media coverage
 Guest posts
 Mentions
 Social shares
 Influencers (Free)
Paid Media  Pay per click
 Display ads
 Remarketing
 Retargeting
 Paid social
 Native ads
 Paid influencers
Owned Media  Website
 Blog
 Email marketing
 Social media pages
Action and Control
This is another important step which ensures the attainment of the said organizational
objectives. Organizations have to create Action and control plan to review and monitor
the success of the campaign or advertisement in sync to the SMART objectives set for
the organization.
Action plan and governance
The action plan for Space 2b is as follows:
 Daily monitoring of the implementation strategy and review on the progress
from the in-house team.
 Assessment of the weekly update from the team by combining all the numbers
achieved.
 Review of the performance and tweaking the strategy of the campaign.
 Better profile targeting of the consumers based on their online behaviour and
interests shown in the organization.

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Analytical assessment of objectives
The campaign of space 2b is entirely digital, thus the following metric will be used for
the analytical assessment of the objectives:
CPM-Cost per impression- It is a reflection of number of times the ad is popped up on
social media and other web sources.
PPC-Pay Per click-This is the amount Space 2b has to pay, for getting one click on its link
and getting a potential customer on the platform.
CTR-Click through rate-It is the ratio of users who click on a specific link to the number
of total users who view web page, mail, advertisement and so on.
Other analytical assessment include Number of likes, Fans, Traffic on the website, social
mention, Tweet and Retweets.
Conclusion
SPACE2B is a charitable organization which is working in the space of providing
financial independence to Migrants, refugees and people who want to enhance their
skill set by being creative and designing artisan and household products for the benefit
of the society. SPACE2B is a very unique business model and works towards the
sustainability of people in need. Social media marketing using the tools of Facebook,
Twitter, Linked-in, blogs and website optimization will help the organization in
achieving the desired outcomes and success.

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