Digital Communication and Media Development Strategy for Dj Lemon

This project provides a comprehensive digital communication and media development strategy for Dj Lemon, a social care service organization. It begins with an executive summary outlining the project's goals, which include enhancing Dj Lemon's digital presence and improving communication with small and medium enterprises (SMEs). The project identifies the target audience, communication strategies, and competitive positioning. It details the development of a logo, design guidelines, and the tools and software used, including Adobe Photoshop. The project also covers website design, technical aspects, and further requirements. It includes an infographic and project plan, outlining skill requirements and cost estimations, along with a discussion of ROI and opportunities. The marketing strategy, encompassing social media platforms and marketing activities, is explored, along with branding guidelines and website launch considerations. The report emphasizes the importance of digital tools and techniques for effective media presence and communication, ultimately aiming to improve Dj Lemon's digital operations and connect with its clients.

Digital communication
and media
development

TABLE OF CONTENTS
Executive Summary.........................................................................................................................1
Target Audience/ Demographic discourse...................................................................................1
Communication strategies............................................................................................................2
Competitive positioning and analysis..........................................................................................3
Logo ............................................................................................................................................4
Design guidelines ........................................................................................................................5
Tools and software.......................................................................................................................5
Website .......................................................................................................................................5
Website design ............................................................................................................................6
Technical aspect...........................................................................................................................6
Further requirements....................................................................................................................7
Software used...............................................................................................................................7
Info graphic..................................................................................................................................8
Project plan .................................................................................................................................8
Skills requirement .......................................................................................................................9
Costing ......................................................................................................................................10
ROI.............................................................................................................................................11
Opportunities .............................................................................................................................11
Marketing Strategy....................................................................................................................11
Social media platforms and post................................................................................................12
Utilising the existing resources..................................................................................................12
Marketing Activities..................................................................................................................12
Branding Guidelines..................................................................................................................13
Launching the website...............................................................................................................13
REFERENCES..............................................................................................................................15

Executive Summary
The components that are covered within this file will help in developing a positive
understanding and ideas which will help in enhancing the quality of action plan which will help
in suitable carrying out of the action plans. The management of Dj Lemon. Will see through
suitable planning of operations which will help in developing a digital strategy which will help in
significant planning of the operations. The reports include development of proper strategies and
steps that are followed for improving digital presence and capability of organisation in an
effective manner. This will help in significant establishing of the operations which will help in
proper media development. This will also improve the communication process which is been
carried out by the organisation.
The market and competitors analysis for setting target audience is carried out with the
assimilation of suitable communication strategy. Besides this, competitive positioning and
analysis is been carried out. That will help in increasing the awareness and establishing the
proper strategy which will help in assessment of their target audience. This will help in proper
planning of the operations which are carried out in a significant manner. This will help in
improving the quality of operations which will help in improvement in operations which
enhances the effectiveness of digital operations. It will help the social care service organisation
to carry out digital communication with various small and medium enterprises.
Target Audience/ Demographic discourse
The effective target audience that is been taken in consideration are the organisation of
small and medium scale. This will help in proper planning of the digital communication and
media development which will help in suitable of the operations related to digital technology.
The client organisation that are working with the selected enterprise will look after the proper
establishment of the digital communication and media development measures which are carried
out by the organisation (Winseck, 2017). This will help in carrying out of the operations which
will assists in the handling of the operations which will lead to significant carrying out of
interaction process using the digital and internet media based tools which will help in suitable
handling of the digital and internet based communication. The use of digital tools and techniques
are effectively placed within the organisation which will help in suitable management of
interrelation and providing a media presence to the organisation. Other than this, it will help in
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proper establishing of a communication channel which will help in effective handling of the
service measures undertaken by social care firm, Dj Lemon.
As the selected organisation operates on a wider demographic scale, the digital media that
is been undertaken within the organisation will help in significant handling of the operations
which will help in suitable management of the operations which will help in suitable handling of
the operations which will help in developing a connectivity with its clients (Chaffey and Ellis-
Chadwick, 2019). The regular e mails will be used for the official and formal communication
process while on the other hand, the social media platform will help in effective management of
the connectivity and promotional purposes. It will lead to significant establishing of operations
and identifying the needs or demands of their clients in a significant manner. This will also
improve the organisation to improve their functionality based on the effective assessment of
demographical operations which will help in significant operations (Hoge, Bickham and Cantor,
2017). As the needs and demands of target audience is analysed and the proper products and
service measures is carried out by organisation which will support which will help in significant
handling of the operations. Other than this, the significant use of social media will help in proper
establishing of the social media based promotion to market their products and services in
effective way.
Communication strategies
In order to have an effective bonding with the people which will help in significant rise in
the awareness about the product and services which are carried out by the organisation. The
effective communication process which is carried out by the organisation will help in proper
planning of the services. As Dj Lemon will be offering the social care, this will help in proper
assessment of the operations measures which are undertaken by the organisation on a wider
scale. Incorporation of e mail and social media based service will help in proper establishing of a
frame work which will help in improving the quality of communication strategy which supports
the proper planning of the services which will help in effective planning of the services which
will help in meeting of the needs and demands of the customers. Email and social media tools
will help in proper following of communication process in market (Kovarik, 2015).
As the digital marketing operations which is been carried out by the organisation, this can
be said that the effective planning of operations which are carried out by organisation, this can be
said that significant access to funds and inducing the sales of products and services which are
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undertaken in consideration by firm. As the establishing of the e mail based and social media
promotional strategies is effective for the firm. This will lead to meeting the needs and
operations which are carried out by the organisation. As majority of clients of Dj Lemon are
SME firms, the email based marketing operations which are undertaken by organisation which
will promote the growth of selected organisation's efficiency to meet the media necessities. This
will help in significant growth of the major aim of the marketing operations which are conducted
by organisation; this can be said that it will help in improving the bonding of organisation with
its clients. This will help in significant rise in the strategic market presence (Davis and
Weinstein, 2017).
Email and Social media marketing measures which are carried out by the organisation
which will help in the significant rise in the operations. Besides this, it a cost effective and faster
process which will help in significant growth in their adoption by social care firm. It will help in
establishing a positive interaction medium by the organisation. This will also help in easy
tracking of the customer’s needs and demands and thus will contribute in growth and
development of Dj Lemon.
Competitive positioning and analysis
In order to have an effective and significant planning of the operations which are carried
out by the organisation which will help in growth and rise in competition which will help in
significant rise in effectiveness of the organisation. The competitive positioning of the activities
which will assist in suitable handling in the operations which will help in significant basis of the
operations. The effective competitive positioning will help in effective handling of the operations
which will help in suitable management of action plan which will help in establishing the growth
measures which are undertaken by the organisation (Kuntsman and Stein, 2015). The physical
and digital sort of positioning will help in significant growth of operations which will lead to
effective operations which will help in suitable rise in the carrying out of the growth activities
which are carried by the organisation. This will help in suitable planning of the operational
measures which is carried out by the business and social care enterprise.
The email based marketing will help the company to get placed within the professional
circles. As the companies or SME clients of the organisation are effectively based on the
carrying out of the activities which will help in proper setting up of the growth measures which
will help in significant planning of the business operations in a suitable way. As this will; help in
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the significant manner, it leads to development of a positive brand image in market. Besides this,
various factors that are undertaken by the organisation are undertaken which will help in
significant rise in the operations which will help in suitable rise in the operations which leads to
extensive rise in overall positioning of the company within the organisation.
On the other hand, the social media marketing measures which are carried out by the
organisation will help in significant planning of the activities and thus, it will lead to establishing
of effective strategic plan to place the organisation to a sustainable position within market. Use
of public media tools and technologies like Facebook, twitter, Pinterest, YouTube etc will help in
effective growth and development of effective organisation within market and achieving the
targeted goals in a significant manner (LeBourgeois and et.al., 2017).
Apart from this, the positioning measures will also facilitate and includes executing a
proper assessment measures which will help in significant rise in the activities which will help in
suitable planning of business activities and help in improving performance of the firm.
Logo
It is very important to develop a logo to provide a distinct image about campaign that will
help in attracting small businesses. So, for this many designs were selected and on basis of that
logos were developed. But among them a final logo was selected on criteria that were set. The
logo finalised is of colour red (Lee and Chan, 2016). It can be identified that in logo main
attraction point was name “Spreading Happiness”. It was a unique name which clearly reflects
how business will provide a helpful hand in social welfare. Another thing in logo design was
symbol that consists of two hands holding each other. This symbol was designed by using adobe
Photoshop software. In between both hands text was written. For this a separate application was
used. Alongside it, a bright star symbol was inserted in between logo. Through this, it was easy
to identify logo of campaign. The main element in logo was to shining star and hands.
Furthermore, design philosophy of Dj Lemon logo is simple and clear. In this both
symbol and logo is separately designed. It benefits organisation to create an image to recognise it
easily. Alongside it, logo is useful in generating awareness among people.
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Design guidelines
Dj Lemon logo colour is stripped red with code #4875787 and having a black light shade
#32100. In addition to it, the star is having yellow white light that shines. Besides this, the font
selected for text is of different types that is Casteller and Goudy old style. Casteller is used for
logo and Goudy style is used for headlines. It has helped in effective design of logo. The
guidelines are used in changing design accordingly. It enables in following specific steps through
which different elements are used in design of logo and its background.
Tools and software
The software used for designing logo was adobe Photoshop. In this star and design of hand
was developed by using high quality vectors. Then, logo was imported in Adobe and effects and
colours were added into it. For this font were selected from Google as well. It was downloaded
and then applied to it. Furthermore, by using Adobe features, changes were made in logo. There
were other applications as well whose support is taken.
Selecting a specific tool and software benefits in ease in design of website. It allows in
defining interface of website and how user will be able to access it. Moreover, the tool is useful
in distinguishing website from other companies as well.
Website
A website is significant element for business. In order to design website it requires a
specific process and planning (Franklin, 2017). This takes a lot of time as on different platforms
elements are processed. The Dj Lemon website is having a strong presence on various social
media platforms. Basically, there are three section of website. It is as follows :-
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1) Front page describe about Dj Lemon information, goals, objectives, etc.
2) Contact page shows address, E Mail address and contact no. Of Dj Lemon. It also contain a
box in which a message or suggestions can be given.
3) News section will give update about upcoming events and area where social welfare is done.
Website design
The website is designed by using different applications and software. Also, the programs
are written in particular language. It must be kept in mind that website is simple and easy to
access. Some other aspects are as follows :-
 The content must be specific according to length of page. It should be visible.
 The website should be linked to social media platforms to share anything.
 Images must be of high resolution on all pages
For getting overview of website, a blueprint was made in Wix. Through this, it was easy to
get prototype of website that how it looks and design. With help of it, screenshots were taken and
then wireframe of each webpage was developed. Then, accordingly changes can be made in
wireframe and design of website. In this most changes are related to inserting content, images,
buttons, etc. Moreover, interface of webpage were modified according to user requirements.
Technical aspect
The Dj Lemon website was designed using Wix. In this it was easy to design prototype because
we only have to insert text, images, buttons, etc. available in software. Thus, it was easy to
change interface and design of each webpage (Flewitt, Messer and Kucirkova, 2015).
Moreover, in Wix there are many themes available from which it was easy to develop a
framework. In that background colour can be easily changed, headings, sub headings, etc. are
inserted. The cost of developing website depends on type of software and application. Here,
WIX is used on which there is only need to publish website at particular cost. The overall
process is described in detail as below :-
A box was inserted in website to allow people for any enquiry. In all webpage a proper
heading at above was inserted. Moreover, each webpage created was user friendly that allowed
Dj Lemon to track action of user when they visit website. In that an option was given to user
whether to set up a meeting or visit. For payment option a streamlined process was designed. In
this there were different types of payment option was available for small business enterprise. The
campaign has collaborated with payment platform such as Paypal. It directly transfers payment
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from business to bank in account of Dj Lemon. The process of Paypal allows ease in providing
services to SME. However, there are other gateways as well through which donation is accepted.
Another webpage designed allowed
Further requirements
It is observed that website of Dj Lemon is designed in effective way, but there are some
additional requirements need in future to maintain its efficiency. Besides this, it requires to
update SME about any news or events organised related to social welfare (Killian and
McManus, 2015). Also, in case of technological advancement it is necessary to update content
and change interface of website. This is because it will help in securing design and leakage of
data and information of SME’s. For this technical expert can be hired to monitor website.
However, the person will also be responsible to manage various social media platforms. Along
with this, images and content will be updated on weekly basis. The images of event will be
added to it.
Software used
In order to run a website , MYSQL server is used along with PHP. It also requires some
extra software that to design wireframe. The adobe Photoshop is used to design logo and symbol.
However, Google fonts were added as well.
DJApp
An app was designed to help SME to access it. It also gave them information about any
events and programs related to social welfare. It will help them to communicate with Dj Lemon
and support them in donations. The name of App given was on basis of organisation. There are
several advantages of app which enables user to get information about any event related to social
welfare. It is very easy to use app and gets info. With help of it, SME can view entire details
about event that is been organised. It consists of location, venue, purpose of event, etc. this helps
them to take part in event and contribute towards society.
Its interface is very user friendly as SME only have to register them by signing it up.
Besides this, they can register it via their official page on social media platform like Facebook,
Instagram, etc. Here, in App they have to provide E mail address, name, etc. On second page
there are various dates and venue of events which are to be organised (Xu and et.al., 2018). So,
by viewing event details, SME can register to participate in it. Furthermore, on any other social
media SME can view details of event. Beside this, App will contain a feature in which SME can
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share event info directly on their official social media page. This gives a major advantage for
company to promote event widely. However, in app there is no option of donation as Dj Lemon
provides this service only on their official website.
Blogs
In order to write content of webpage many blogs were used. It enabled in giving
advantage to write content about event and its goals.
Info graphic
It refers to representation of information and data in a website. This helps in understanding
how communication occurs between end and application user. It shows what type of graphs and
tables are inserted in webpage, its design, layout, etc. in order to develop info graphic Canva was
used. It contains pre defined theme and various templates through which graphical presentation
can be made. In addition to it, through info graphic website share can be increased. It helps in
improving the layout of website and SEO. Moreover, the message is conveyed easily to
audience. There are different fonts, style, etc. in this that allows in designing website.
Project plan
Here, in order to develop a website it is necessary to estimate time so that according
schedule is developed (Kuntsman and Stein, 2015). Thus, for this time required to design website
is around 2 months. It will include writing programs, web development, content writing, app
development,
Writing programs
This is most complicated task as in this programs are written and coding is done. It is
executed and tested on various platforms that are available. In this task most of the time is
utilised which is mentioned below :-
Writing code (10 days)
Testing (5 days)
Creating a plan and design of website (5 days)
Website development
It is also time consuming task as in this overall framework of website is designed. This
include change in coding, deciding number of webpage, inserting images, background, colour,
etc. thus, it requires effective and proper planning that how interface of website looks like.
Designing website framework (7 days)
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Staff training (3 days)
Content writing
In this activity the content of each webpage is written. This is done by visiting various
blogs, reading and evaluating content (Davis and Weinstein, 2017). This requires some time to
write relevant content on each webpage.
Visiting blogs (4 days)
Writing content (2 days)
App development
Here, app is developed and designed b programmers. It also takes time and cost to
develop app. So, outsourcing this task will save time. Also, it will be easy to get app in specified
time. The activities followed are as follows :-
Outsourcing sources (3 days)
App development (7 days)
App testing- (3 days)
Launch
Launching of website and app requires critical evaluation of what methods has to be used
to launch it. Moreover, it is necessary to analyse various social media platform to select
appropriate one.
Testing social sites (2 days)
Launch app (2 days)
Post launch
It is related to analysing response of website from SME. In this feedback is taken from
different people about how website and app is. Then, by setting some standards evaluation is
done.
Gathering feedback (4 days)
Analysing it (3 days)
Skills requirement
Project management
The project manager is responsible for handling and managing overall project. Thus, Dj
Lemon should ensure that manager is having capability to complete this project in time.
Website and social media
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In order to analyze web site and social media some people are required that can use and
analyze various social media platforms. For this developers and programmers are required who is
having experience and skills in coding.
App development and maintenance
It requires people who are also developers and is having knowledge about app
development.
Costing
In order to develop website and app there are various financial resources required. Also,
fund is needed to execute and complete this development part. For each thing in web
development cost should be estimated (LeBourgeois and et.al., 2017). This gives an overview
about developing budgte. The costing is discussed as below :-
Logo
For logo design there are some software on which it is created. So, estimated cost can be
£100-200.
Website
It is very important to identify how much cost website will require. In this many activities
are done that is designing prototype, testing codes, etc. besides this, PHP server is required and
domain name have to be registered. Moreover, IT infra and system are required. Therefore,
estimated cost needed ranges from £200-300
Application
Apart from website, application costs are different and are more than web development.
Moreover, through outsourcing app will be developed and tested. Here, proper design and
interface of app is developed. Hence, costs needed in it can be up to £400-500.
Marketing
In this task website and app developed are marketed and promoted on through various
sources. Alongside it, an effective marketing strategy is developed for marketing. Besides this,
for posting on different website costs is required. Thus, estimated cost for marketing can vary
from £150-250.
Costing table
One time cost Recurring cost
Logo £100-200
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Design and ideas £35-65
Website £200-300
Design £20-40
Web hosting £45-65
Application £400-500
App design and concept £50-80
App development £80-100
Marketing £150-250
Social media posts £120-180
E mail £80-100
ROI
Return on investment refers to expected return from investment in specified time period. It
plays a significant role in taking effective measures to generate maximum output. In web and app
development estimating ROI is in terms of number of downloads. In this it can be estimated that
about £1000 revenue is collected from SME (Chaffey and Ellis-Chadwick, 2019). Thus, the
overall cost of project can be covered within 2-3 months. Moreover, a proper analysis will be
done to calculate website download and revenue generated from it in each month. So, on basis of
it strategies will be modified and developed.
Opportunities
There lay many opportunities in the future that can help Dj Lemon to expand in other areas
of UK. They can target large companies as well to contribute in social welfare. Furthermore,
organisation can collaborate with other companies and use different social media platforms as
well. It will result in generating awareness and attracting more SME’s to involve in social
welfare.
Marketing Strategy
Every small and large businesses needs a strong website marketing strategy and internet
has drastically changed the way of operating business and to promote their brands. Following is
the marketing strategy for launching a website which is mentioned below:
1. Conduct a website analysis: It is the first step in creating effective website marketing
strategy which is to audit the website, by conducting analysis of website helps in designing a
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content and can provide a better understanding what is going well and where are the
opportunities for improvements (Li Wang and Yu, 2015).
2. Optimising the website for SEO: After analysing the website and identified the areas of
improvements then next step is to make sure that site is optimised for the search engines. SEO
help in making the website more attractive for the search engines.
3. Starting up a content marketing: In third develop a content marketing which is the process
of creating and publishing the relevant and valuable information which help in attracting and
engaging the target audience.
4. Building a social media presence: In this step develop a marketing strategy with building a
social presence, with the help of social media an organisation can expand online and will help in
driving more quality traffic back for the website (Wang, Q and et.al., 2016).
5. Use paid advertising: With the help of paid advertising can speed up to attract more and more
audience to the site.
6. Implementing the strategy: It is the final step of marketing, is proper implementation of
marketing strategy for launching a website.
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