Digital Communication Strategy to Promote Botannix Studio Cafe

This report presents a digital communication strategy for Botannix Studio Cafe, aiming to enhance market awareness and brand image. It begins with an introduction to the importance of digital communication, particularly for cafes like Botannix. The main body outlines a proposed digital communication strategy, including market research and analysis, key performance indicator (KPI) selection, and goal mapping. The report also details the principles of a successful digital communication strategy, such as adapting to the web, employing an appropriate digital strategy, controlled online communication, social media integration, and mobile communication. An implementation timeline and budget are provided, along with a cost-benefit analysis and risk mitigation strategies. The report concludes with findings, recommendations, and references, offering a comprehensive guide for Botannix Studio Cafe to promote its services and build a strong brand presence in the market.

Business Communication

Executive Summary
Business communication is one of the important aspect for every company to share and
build positive relation. In context of this, digital communication is also consider as an important
process which save money and time of he company by providing various facilities to convey
message to one person to another. This project is based on the aim of developing communication
strategy to promote awareness in market place. For this, project is based on Botannix studio
which is famous cafe that offer quality services to its customers as per their needs and wants. In
this project includes proposed digital communication strategy to promote the market image to
create awareness in customers mind.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................2
Propose Digital communication strategy:..............................................................................2
Implementation timeline.........................................................................................................5
Budget.....................................................................................................................................7
Cost benefit analysis...............................................................................................................7
Risk and mitigation strategies................................................................................................8
CONCLUSION AND FINDINGS..................................................................................................8
RECOMMENDATIONS.................................................................................................................9
REFERNCES.................................................................................................................................10

INTRODUCTION
Aim: “To develop digital communication strategy to promote awareness in market. A
case study on Botannix studio cafe.”
Communication is a effective planned systematic function of management to exchanging
information to one person to another. In this context, digital communication refer to the process
which occurs when the thought is encoded digitally and transferred electronically. It save time
and money because it gives various facilities such as video conferencing through which company
can easily share their information at market place (Digital communication, 2017). Apart from
this, digital communication strategy is an important term which help business organization to
communicate and meet their core objectives. It provide an effective path and way to grab
customers attention. Along with this, it also help in making communication more faster and
easier through which company can easily promote their brand image in market place. Botannix
studio is famous and funky cafe in Botany, Australia serve quality and exceptional coffee to
number of customers for attaining their satisfaction. Mainly cafe includes finest ingredients
within their products to make delicious and tasty food. In context of Botannix studio cafe, digital
communication strategy play vital role in building as well as developing positive image in
customers mind by promoting their products and services. The main purpose of developing
communication strategy is to enhance as well as promote awareness of Botannix studio cafe in
market place. This will directly contribute in making brand image more competitive.
In addition of this, the major importance of communication in Botannix studio cafe is to
support manager to effectively perform the entire basic functions of business organization such
as as planning, organizing, motivating and controlling. It also bridged the gap among groups and
individual by flow of information which may help people to develop healthy relation with others.
With the assistance of this, Botannix studio cafe can easily influence customers towards its
offering. Thus, good communication is essential for company to achieving productivity and
establishing strong working relationship among all the level within the organization (Morrison,
2013). In addition of this, digital communication strategy will help business organization to
make sure that all the efforts of communication contribute in attaining company goals and
objective as well.
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MAIN BODY
Every business organization wants to promote their services in market for establishing
their competitive image. For this, digital communication strategy plays vital role in business
organization as it interacts with multiple facets through digital media. Mainly, it includes
Facebook, LinkedIn, Vaideo, Twitter, interactive TV, video games and many more. All these are
essential aspects of digital communication through which company can build bridge between
digital media and traditional media (Papasolomou and Melanthiou, 2012). With the assistance of
this business whether it is small, large, profitable or non-profitable make connections among
distribution channels.
In context of this, Botannix studio cafe operate their services in serving coffee food items
to their customers as per their requirements. For this, cafe use effective communication strategy
in which they provide them information about its food items. It provide guidance to organization
for attaining success in market place. By using digital communication, company easily promote
their mission, vision, target audiences which ultimately helps in attaining set objectives. For
attaining the same, company needs to creating solid communication strategy which requires
devote time and resources with the aim of improving their customers.
Propose Digital communication strategy:
In this context, there are some effective digital communication strategy which help
Botannix studio cafe to promote their image. It directly contribute in raising awareness of
offerings better services to customers. As includes digital communication strategies such as:
 Market research and analysis
 Key performance indicator selection
 Goal mapping
All these are effective strategies are more effective for Botannix studio cafe to promote
their brand image in market place with the aim of enhancing awareness of customers.
 Market research and analysis: It is one of the important strategy through which Botannix
studio cafe evaluate their target market and customers as well. With the assistance of this,
company can easily gather in-depth knowledge about new and potential customers so that
they can easily provide quality services for attaining better satisfaction (Rice and Atkin,
2012). In context of this, Botannix studio cafe target young youth to offer their quality
food items. With the assistance of this, company can easily improve their brand image
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and enhance their profitability level as well. One of the main advantage of using strategy
is to encourage healthy communication with their target customers by understanding their
needs, taste and preferences towards its offerings (Chaffey and Smith, 2013). For this
analysis, company use various method primary market research, secondary research,
qualitative and quantitative market research. All these will help in gathering relevant
information about customers and market trends as well. With the help of market
research, Botannix studio cafe easily increase profitability level by monitoring
competition at market place.
 Key performance indicator selection: It is also an effective strategy which used by
company manager to analyze factors demand which is important for attaining success.
Mainly effective KPI focus of the entire business process which help in measuring the
performance towards specific goals and target. In this context, Botannix studio cafe
requires to select strong KPI which may contribute in delivering long term values within
the organization. With the assistance of this, company present performance information
for all the organization level by communicating (Strauss and Frost, 2016). It help in
deliver long term values to attain set goals and objectives. The main benefit of selecting
KPI is to increase sales at marketplace by analyzing customers needs and wants.
 Goal mapping: This type of strategy is help business organization to make a plan to set
their target in market. Mainly, goal map is road map for Botannix studio cafe which
includes objectives of the company. Thus, all the goals of the company must be
S.M.A.R.T so that Botannix studio cafe improve their performance level. In this context,
the main objective of company is to develop digital communication strategy to enhance
their brand image at market place in upcoming time frame. If all the goals and specific,
measurable, achievable, relevant and time bound than company can easily established
their positive brand image at market place and also capture larger market share from its
rivals.
Principles of making digital communication strategy more successful:
Digital communication strategy is highly based on the interaction among customers and
services provider. In this, first interaction occur when customers search information that
company offer on their website (Watson, McCarthy and Rowley, 2013). After that, it comes
down to interacting with customers demand towards the services which were offer by Botannix
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studio cafe. For making successful digital communication, company follow various principles
which can be understood by following points:
 Adaption to the reality of the web: It is one of the important principle for Botannix
studio cafe to adopt effective web to communicate with large number of customers. It
includes:
◦ Search engine optimization (SEO)
◦ Creating links (social networks, blogs, banners and various digital campaigns)
◦ Meeting the needs of customers.
 An appropriate digital strategy: In this, Botannix studio cafe needs to capture the
customers attention by using mobile deceived such as email and many more. Along with
this, company also improve their distribution channels by developing mobile application
such as Facebook, Instagram and many more to smoothly share their relevant data and
information to the customers. Mainly the main aim of digital technology is to enhance
the productivity at market place by servicing quality products (Batra and Keller, 2016).
 A controlled online communication strategy: Under this principle, internet has generated
its communication filters and also use effective and valid sources with the aim of
interacting with their customers. In this, Botannix studio cafe select best subject towards
the products as per current trends. This will directly contribute in meeting the existing
demand of the customers at market place.
 Social media for enhanced interactions: It is one of the important principle for Botannix
studio cafe to share relevant information with customers. Social media, blogs are
important that help Botannix studio cafe to promote their products at market place. With
the assistance of this, company can easily offer better interaction with users and also
build positive relations.
 Mobile communication: As per current scenario, smartphones and tablets are the
important tool for customers for their regular activities. In this, Botannix studio cafe
promote their services by using mobile marketing which help in inviting as well as
influencing customers towards its products and services (Taken Smith, 2012).Finance
based model for managing brand value
 Content creation and management: Digital communication is highly relate with the
creation of effective and variety of content as per customers demand. In this company
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needs to includes effective content that contribute in providing better solution to the
customers questions.
 A web communication plan adapted by company: For attaining success in market place,
Botannix studio cafe has its own visibility needs and aspects to manage healthy relation
with customers (Armstrong and et. al., 2014). In this, company select most appropriate
social network like Facebook and Twitter to make their image visible at market place.
Along with this, company also make their strategies appropriate so that they can invite as
well as attract new and potential customers towards its offerings.
 Digital communication perspectives: It is also a effective principle of online
communication which includes three aspects to interact with number of customers at
market place.
◦ Use perspectives
◦ Corporate perspective which help in responding to customers expectation.
◦ Technical perspectives to make better interaction with consumers.
 Web communication based on beliefs: In market, it is important prospective for company
to meet customers exceptions. For this Botannix studio cafe should effective
communicate with their customers via digitally. This will help in improving the customer
base.
 Mimicking interactions in human behavior: Under this principle Botannix studio cafe
simulate website of sales at the time of interacting face to face with customers. As digital
communication should be effective to meet all the challenge of creating better
relationship with customers (Craglia and et. al., 2012).
Implementation timeline
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Budget
For attaining success at market place, it is important for business organization to set their
budget. By this company can easily improve their overall performance level at market place.
Particulars Jan Feb Mar Apr May June July
Cash inflows
Investment 8000
Total inflows 8000 3000 3000 4500 1500 3500 4200
Cash outflows
Fixed : Training by professionals 2000 2500 1500 2000 1200 1500 800
Variable : Grooming expenses 300 300 200 300 150 500 300
Total outflows 2300 2800 1700 2300 1350 2000 1100
Net cash flow 5700 200 1300 2200 150 1500 3100
Opening balance 0 5700 5900 7200 9400 9550 11050
closing balance 5700 5900 7200 9400 9550 11050 14150
Cost benefit analysis
It is as effective and systematic approach to evaluated as well as estimate the strength and
weakness of alternatives. Mainly it is used to determine the best option that provide benefits at
the time of preserving savings. With the help of this company can easily analyses their expected
balance of benefits and costs as well. It includes various step to compose cost benefit analysis
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such as define the goals and objectives, list of alternative actions, stakeholders, measure cost and
benefits elements, apply discounts rate, adopt effective recommended course of action and many
more.
Risk and mitigation strategies
Every business organization wants to manage risk within their business and its activities
as well. By managing risk company can easily improve their performance level at market place
and at the same time also established their positive brand image. In context of Botannix studio
cafe, they use various risk Mitigation strategies can be understood by following points:
 Avoidance: Under this, if risk is unwanted negative consequence then company can
easily avoid all these factor. With the help of this, company can easily reduce the chances
of arising risk factors.
 Acceptance: Every products has finite chances of falling in the hands of customers of
company. In this context, high consequence related with the field failures that help in
effectively monitoring the overall performance of entire systems.
 Reduction and control: It is related with the aspect that support business organization to
identify the prioritize risk which contribute in reducing the probability of arising
occurrence of unwanted risk. Mainly, management of the Botannix studio cafe is focus
on decision making process. With the assistance of this, company can easily improve the
ability to attain positive outcomes and profitability as well.
 Transference: This type of strategy help company to shift the risk burden and also control
all the factors that arise issues and risk within the organization. This type of approach is
not protect brand image if the product is related with the company.
CONCLUSION AND FINDINGS
From the above mentioned report it has been concluded that developing digital
communication strategy is one of the important aspect for business organization to share as well
as building healthy relation with their customers. Thus, it is important for business organization
to use effective strategy to communicate with their customers and provide them quality services
as per their needs and wants. In this context, there are some digital communication strategy like
Market research and analysis, Key performance indicator selection, Goal mapping. All these are
more effective to promote company image at market place. In addition of this, various web
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communication principles are also help business organization to make their brand image more
competitive through which Botannix studio cafe improve their overall performance level at
market place and at the same time also build strong customers base.
RECOMMENDATIONS
As per above discussed report, it can be recommended that digital communication is
important for an organization as this will aid in spreading awareness among the market about
their services. There are many strategies which can be used in this regard which provides the
opportunity to become competitive in an organization. Marketing analysis is the best approach
which provides the opportunity to the organization to identify the aspects which are prevail in the
market and aid in strengthening their position. This will help to sustain in market for longer
period of time through fulfilling the different needs of customers. The aspects which are
recommended to the organization and having significant contribution in development includes
adoption effective principles which improves the internal strength of an organization. These
principles will help to overcome from the negative impact of the outdated technologies and
contributes in getting best rewards in future period of time. Social media has large impact upon
the business operations as this will expand the reach of organization and build contact with large
community.
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REFERNCES
Books and Journals
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Rice, R. E. and Atkin, C. K. Eds., 2012. Public communication campaigns. Sage.
Chaffey, D. and Smith, P. R., 2013. eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in
the smart phone era. International Journal of Information Management. 33(5). pp.840-
849.
Batra, R. and Keller, K. L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing. 80(6). pp.122-145.
Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials.
Journal of Consumer Marketing. 29(2). pp.86-92.
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Craglia, M. and et. al., 2012. Digital Earth 2020: towards the vision for the next decade.
International Journal of Digital Earth. 5(1). pp.4-21.
Union, I., 2014. Communication from the Commission to the European Parliament, the Council,
the European Economic and Social Committee and the Committee of the Regions.
Brussels.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Lindridge, A. and et. al., 2013. Applying an ecological model to social marketing
communications. European Journal of Marketing. 47(9). pp.1399-1420.
Lefebvre, R. C., 2012. Transformative social marketing: co-creating the social marketing
discipline and brand. Journal of Social Marketing. 2(2). pp.118-129.
Alston, C. and et. al., 2012. Communicating with patients on health care evidence. Institute of
Medicine of the National Academies.
Online
Digital communication. 2017. [Online]. Available through:<https://www.pulsar-
informatique.com/en/digital-communication>.
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