LEARNER ASSESSMENT SUBMISSION AND DECLARATION

Each student is required to sign a statement proving that the work they provide for examination is actually their
own original work.

Student Name: Akif

Examiner Name: Sir Nabeel Farooq

BTEC Programmer Title: Pearson BTEC Level 3 International Extended

Diploma in Business

Unit or Title: Unit 17: Digital Marketing

Assignment Title: Would you like to buy this?

Submission Date: 02-06 -2024

List each assignment's supporting documentation. Give the numbers of the pages in which the proof may be used
or a brief description of the type of proof it is (video, illustration, etc.).

Assignment task reference Evidence submitted

Task 1 C: Develop a digital marketing campaign for a

selected product or brand

Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in
the work. I understand that false declaration is a form of malpractice.

Learner signature: Akif Date:02/06/2024

Table of Contents
Task 1............................................................................................................................................. 2
P6: Design a digital marketing campaign for the customer acquisition and retention because of
the growth of current or a new business.......................................................................................2
A Chosen Local Establishment:...................................................................................................2
Facility Name: Café Aroma.........................................................................................................2
Elements of a Digital Marketing Campaign:...............................................................................2
M3: Develop an effective plan on how to market an existing or completely new product through
digital media and the role of digital media in the overall process of advertising the particular
product.......................................................................................................................................... 4
A Chosen Local Establishment: However, the last part of the name which is “Aroma” has more
interpretive meanings, these include: ‘Café Aroma’..................................................................5
Elements of a Digital Marketing Campaign:............................................................................5
Timeline of the Campaign:......................................................................................................... 7
D3: Develop a creative digital marketing strategy and describe why you selected some options
and how you may improve them to increase customer satisfaction..............................................8
A Chosen Local Establishment: Café Aroma...............................................................................8
Reasoning behind Crucial Decisions:......................................................................................8
Ways Things Could Be Better:...................................................................................................10
Reference:.................................................................................................................................... 11
Task 1

P6: Design a digital marketing campaign for the customer acquisition

and retention because of the growth of current or a new business.
A Chosen Local Establishment:
Facility Name: Café Aroma
Product/Brand Summary:
 Aroma Café is a popular Privat coffee shop, aimed at providing the best organic coffee
and freshly baked products. It is a cozy place with a beautiful touch to it, and it is
provided and managed by a loving family. The objectives of the café will involve
attracting more customers and encouraging client retention(Nguyen, 2018).

Goals of the Campaign:

 Achieve an increase of the clients’ interaction with the profiles by 30% in the course of
six months.
 Drive a sale of products and services through web traffic and store traffic by 20% within
the next three months.
 Begin the process of reinventing your company’s incentive programme with the aim of
boosting client loyalty.

Customer Segmentation:
 Population: Young population: those in the working age (18–64 years), families, and
young adults aged between 18 and 35 years.
 Locational: Legal residents within a ten-mile close proximity to the project site.
 The psychographic of this includes people that are keen on the health aspects, lovers of
coffee and those who prefer products from local producers(Rérat, 2014).
 Café Aroma was described as friendly, inviting, and community-focused, which translates
well into the brand personality of the website. Closeness and commitment to the values
of sustainability, quality, and adapting to individual customer requirements are the
essential factors.

Elements of a Digital Marketing Campaign:

The Role of Social Media:
 Post Consistently: Create or buy and share high-quality images and / or videos of daily
offers, satisfied customers, and other information on Instagram and Facebook. By so
doing, followers will be able to see what the café has to offer and engage with them
accordingly(Adeola et al., 2020).
  Instagram Stories: Use Instagram Stories to share barista tips and tricks, funny or
outrageous customer experiences, and to answer questions in real-time. Such small
posts may continue to entice followers and make them privy to the usual operations of
the café.
 Campaigns for User-Generated Content: Finally, to ensure that there are more
consumer-generated aromas with which to compete, use a personalized hashtag such as
#AromaMoments for consumers to share their experiences. Café Aroma could improve
its standing within the community by sharing posts where customers share their positive
experiences.

Online Advertising using Email:

 Send out an informational newsletter to customers at least once a month, which will
contain details about events and upcoming events, new products and services, and
special promotions. The viewers would be more likely to recall the café and get
beneficial information from this.
 Since the loyalty programme members gave you permission to access their information,
you may send emails containing information about future events and offers to them on
their birthdays. There is potential for generating high levels of consumer engagement
and loyalty that can be achieved through customization.

Advertising via Content:

 Blog Posts: They should write blog posts for the café’s website on topics that may
include the following: Café Aroma profile, the benefits of using organic coffee, and the
corporate social responsibility practices of the café. Moreover, in the context of
optimizing for search engine results, this material may also help place the café as an
authority on the coffee scene in the region(Kwok and Yu, 2013).
 Develop a symbiotic relationship with people within your niche and incentivize them to
post about your business on their blogging platforms and social networking sites. Thus,
it can be stated that influencers may help the café to level up its brand and attract more
people.

Programme for Loyalty:

 Customer Loyalty Programme: Propose the customer loyalty programme that enables
the consumer to accumulate points for all their purchases. Another aspect of business is
to offer free drinks or cookies to customers to gain loyalty and come again.
 Advertising: Promote the loyalty programme to let the consumers become aware of the
existence and the procedure of joining the programme on social medias, through emails,
and visible signs in the café.

Online Purchasing and Shipping:

  Site Improvement: Another recommendation is to trial a simpler design of the café’s
website which will make it convenient to order online. Ensure that the site is easy to
navigate and operating system friendly.
 Collaborations for Delivery: It is important that the company cooperate with other
delivery firms that are close by so as to give its consumers even more delivery options.
Advertise these services to the clients who prefer to order and have their food delivered
at their doorstep through social media and other newsletters(Menchinella, 2022).

Validation and Evaluation:

 Metrics such as, entirely new followers in the last week or month on both Facebook and
Instagram as well as such things as reaction (likes), shares and comments should be
tracked. There are a number of platforms like Sprout Social or Hootsuite where you can
obtain very accurate information.
 Website Analytics: Use Google Analytics to make it easy to monitor website visitors,
online buying behaviors, as well as other activities performed by the users. The
pageviews to visitor ratio, the bounce rates, and the conversion rates are the important
factors that help measure performance.
 Report on the Success of the Email Campaign: You should use any tool like mail chimp
or constant contact to check how many people opened and clicked through the emails
along with the conversion rate(Kurylets, 2012).
 Consumers opinions may be obtained using questionnaires and other forms of feedback
such as reviews. Gather outcomes from customers by employing SurveyMonkey, and
read other people’s opinions about them on the Google evaluation section. It may help a
lot in studying the client happiness and where can be improved.
 With these features, Café Aroma may create a comprehensive digital marketing strategy
to entice as many potential consumer bases, retain as much consumers as possible, and
set a record in branding.

M3: Develop an effective plan on how to market an existing or

completely new product through digital media and the role of digital
media in the overall process of advertising the particular product.

A Chosen Local Establishment: However, the last part of the name which is
“Aroma” has more interpretive meanings, these include: ‘Café Aroma’
Elements of a Digital Marketing Campaign:
Engaging with Social Media: Pirate Parties International Pirate Parties
International.
  Post Consistently: Instagram and Facebook as two essential social platforms to share
more beautiful photos and videos including daily deals, other positive reviews from
customers and some inner working details. This way, the audiences will be introduced to
the types of food and beverages sold at the café and there will also be a creation of the
bond with the followers(Fredriksson, 2015).
 Instagram Stories: Use IG Stories to share barista hacks, funny or weird customers, and
react to messages from followers. These brief updates remain active in retaining the
attention of one’s occasion while at the same time offering viewers a glance of how the
café operates on a day-to-day basis.
 Campaigns for User-Generated Content: Heavily promote the use of a unique hashtag,
(#AromaMoments), with the aim to share consumers’ experience. Café Aroma
potentially enhance the perceived value of the business to the community by posting
pictures and reviews that customers have tagged the business in.

Promoting via Email:

 Issue a monthly newsletter of what’s happening with the restaurant and when, new
items added to the menu and special promotions. Customers are able to know about
this café and it will be easier for them to keep the information in their mind.
 Remind programme participants via emails on their birthday, important upcoming
events and the special offers that they can get next time they visit. There are potential
benefits to enhance consumers’ commitment and engagement through customisation.

Thirdly, marketing via content:

 Blog Posts: After reading the sample cause-and-effect relationship, the writer has to
write blog entries for Café Aroma website based on the following topics: history of Café
Aroma, benefits of organic coffee, how is the café helping the world? Besides increasing
the rank of the café on a search engine, the use of this material may add credibility to
the café acting as information providers about the coffee culture in the area(Stepaniuk,
2017).
 Get in touch with some popular bloggers in your vicinity and make sure to convince
them to help you advertise your company through their Blog and social media pages.
Influencers can help take the brand of the café up a notch and even reach new
audiences.

Fourthly, a programme to reward loyalty:

 Customer Loyalty Programme: Establish a customer reward system that can enable
them to accrue points based on the choice they make. Another strategy is offering other
non-alcoholic beverages or baked goods to the patrons free of charge to ensure that
they repeatedly visit the business(Radder et al., 2015).
  Advertising: Ensure consumers are aware of the existence of the loyalty programme and
how to sign up by advertising through their preferred marketing channels, social media,
email, and verbally at the café.

Online Purchases and Shipping:

 Site Improvement: Redesign the café’s website so that its customers can be able to
order food directly from the website. There is a laundry list of features, but always keep
to the bare minimum so that: a) users can navigate the site intuitively, and b) the site is
fully mobile-friendly.
 Collaborations for Delivery: Partnering with other delivery companies that are close by
to enable customers have better delivery options. Advertise these services, to those
customers who would prefer to have their orders sent to their homes, on the social
media platforms and in the newsletters.
 As Part of a More Comprehensive Strategy for Advertising and Marketing

Goods available:
 Stand Out Features: In this case, some of the things that should be emphasized with
regards to Café Aroma are the point of difference that they have to offer and the various
products that they source from local and organic producers. This assures customers that
taking a cup at the café meets their nutrition needs more than any other beverage.
 Deals of the Season: To make people get interested and be eager to come to the café
more often, you should introduce the strategy of seasonal novelties or limited action
promotions(Dörnyei, 2020).

How much:
 Competitive price: Maintain as high standard as possible of the quality of the product
while working with a price context that is affordable.
 This is the prevalent effect of a loyalty programme in which clients are more likely to
spend their money by making more frequent purchases and spending more if they are
provided with discounts and combinations with other promotional incentives.

Place:

 Enhance the cafés presence online by establishing a webpage that has easy access for
the customers where they can order their products. By having multiple sites, many more
customers can visit the café which adds advantage to the business.
 To meet the customer’s desire of home delivery it is possible to use third party service
providers which help expand the geographical location coverage of a business.
Job Opportunity:
 Advertisements on social media: Importantly, local citizens can be encouraged to
engage more through proper and effective advertising on social media platforms. This
advertisement could include features such as announcements of forthcoming activities
for the business, new products, and exclusive offers.
 Promote cooperation with local businesses: Such as sponsoring promotional events
with other companies or partnering with them. This will be a much better option
because more people will get awareness about it and might purchase it from
you(Herawati et al., 2024).
 Community Events: Involve the locals in sports events and other social functions on the
pretext of holding meetings at the café to create a repeat stream of business. As from
coffee brewing classes, live music to artist display among others might be prepared by
these events.

Timeline of the Campaign:

First Month of Launch:
 By coming up with content calendar, ensure that you are able to post content in a
strategic and consistent manner on your social media and in your blog.
 Programme for Customer Loyalty: Establish infrastructure and reward structures for the
program upon determining its software and structure.
 Email Templates: To ensure that your email messages get to the right people, have your
messages follow a format, i.e. email templates, and then have your mailing list
divided(Ünal et al., 2021).

Second Month of Launch:

 This email advertisement news should be through social media platforms, email
adverting, and in-café signage.
 To effectively encourage more participation, you want to advertise locally, start social
media advertising campaigns.
 Launch Party: The best way to market the café and get people ready to take on its freshly
brewed services is by planning a launch party with a line of exclusive offers.

Months 3–6 After Launch:

 Keeping the Audience Informed and Engaged: Post Information updates on a regular
bases and on all face books, Twitter accounts and blog pages that you establish.
 Offer some benefits to clients such as sending newsletters and emails at least once a
month to increase customers’ loyalty.
  Monitor effects of the campaign such as numbers of comments, likes, shares, website
viewership, and email open rates and determine whether further changes to the
strategy are necessary.
 It is recommended therefore that coffee sellers such as Café Aroma may consider
including the digital marketing elements outlined above into their marketing and
promotional mix.

D3: Develop a creative digital marketing strategy and describe why

you selected some options and how you may improve them to
increase customer satisfaction.
A Chosen Local Establishment: Café Aroma
Summary of the Campaign:
 The objectives of carrying out digital marketing of Café Aroma include increasing brand
awareness and engagement and becoming a favorite spot among consumers. Loyalty
programme, online ordering and delivery, social media, email and content marketing can
all be seen as being an integrated programme. Everything indicates the desire to
establish the café firmly in the neighborhood and give the visitors unforgettable
emotions(Brancher et al., 2017).

Reasoning behind Crucial Decisions:

The Role of Social Media:
 Justification: Instagram and Facebook are an essential component of achieving Café
Aroma’s intended audience. These platforms are ideal for creating an online presence as
they are utilized by youths, families, and working-age adults.
 Application: Establishing this personal connection with the audience is done by
frequently using real content such as daily promotions, client’s feedback, and glimpses
into the company. Maintain the engagement of followers in what the café offers with IG
Stories containing barista tips and live Q&A sessions(Gillespie, 2018).
 Gain: This feeling of belonging due to frequent communication with the followers on the
social media makes the followers visit Café Aroma more often.

Online Advertising using Email:

 Justification: Email marketing creates a two-way communication channel with clients,

hence paving way for personalized offers or notifications.
  The execution of this strategy is the monthly newsletter that educates and updates the
consumers about the new menus, promotions, and offers. The customers benefit from
the emails such as birthday reward and other personalized offers in the email.
 A benefit of personal e-mail advertising is that it strengthens client relationships which is
helpful in making clients loyal and more likely to make repeat purchases.

Advertising via Content:

 Cafe Aroma’s offer and popularity in the local coffee market are promoted through
valuable content such as blog posts and collaborations with key opinion leaders.
 Method: To state its authority in the field of coffee production and selling, Café Aroma
produces blog entries on topics including the benefits of organic coffee, and the
company’s contribution to the community. If you have to expand the audience and
become more trustworthy, collaborate with local popular figures.
 One advantage of engaging in content marketing is that it enhances the visibility of the
café and generates traffic to the website while boosting its search engine ranking.

Programme for Loyalty:

 Justification: A digital loyalty program nudges clients into patronizing your business a
second time and beyond while building a rapport with them.
 The plan is as follows: For every product that is bought, the consumers will be rewarded
with points that they can redeem for free confectionery or beverages. Word-of-mouth
promotion onsite at cafes and through social networks, as well as email marketing,
contribute to the distribution of the information about the programme(Asiah Omar et
al., 2013).
 Benefit: The key advantage of loyalty programmes is that they help to make consumers
feel valued by your business, which leads to them continuing to shop with you and
developing an emotional bond with your business.

Online Purchasing and Shipping:

 The reason being, its attempts to satisfy the needs of clients with busy schedules by
availing online ordering and delivery services elevates the visibility of the café.
 To enable customers to order food from the comfort of their homes, we have enhanced
the café webpage and collaborated with delivery companies.
 Advantage: The availability of fast ordering options has positive effects on customer
satisfaction, and brings more clients.

Ways Things Could Be Better:

More Tailored Experience:
  Justification: Marketing campaigns employing customer data should significantly
enhance customer interest and satisfaction.
 Method: Understanding the client and make changes to the marketing messages with
the help of associated AI technologies. These technologies facilitate the delivery of
advertisements and recommendations of products through email and social media
accounts.
 The benefit involves more satisfaction and customer loyalty because of more targeted
and relevant marketing due to improved personalization(Coelho and Henseler, 2012).

The use of game mechanics:

 Justification: When integrated into the design of a loyalty programme, the elements of
gamification make the programme more engaging and attractive.
 The next is to implement the launching of the loyalty programme and such features as
the levels, challenges, and prizes. To further incentivize customer engagement, the
company could reward customers for their activity and purchases with badges and level
progression.
 Benefit: It will make the consumption more enthusiastic and increases the frequency of
patronage and consumption, thus the loyalty programme becomes more fun.

Smartphone App:
 Justification: for this is that with a mobile application, the clients may be able to order
for more products and be in touch with the café(Shilton and Greene, 2019).
 The strategy that can be employed for Café Aroma includes creating a mobile application
through which customers can view exclusive offers, order foods without stress, and track
their loyalty points.
 Advantage: Customers may place their orders and interact with the café in a more
convenient manner with the help of a mobile application.

Method for Receiving Reactions:

 In light of these points, customer feedback is valuable when it comes to product
development and customers’ satisfaction.
 Execution: Establish clear procedures for handling feedback received through
questionnaires and formal evaluations. Check on the review comments from time to
time in order to try to do a better job.
 Advantage: Marketing strategies and quality of services are enhanced because of the
response that is given by the consumers making customers’ experience an enhanced
one.
  Thus, Café Aroma can establish a good digital marketing plan that attract new consumers
and keep them engaged through focusing on the mentioned aspects. This will assist
them in doing well in a highly competitive sector that is the café business.

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