Future Marketing Communications Plan for Cafe

This is a report advising on the likely content and issues arising at each stage of a future Marketing Communications Plan for ‘Café Division’.

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Procedure:

In this report I used academic sources and market research to support my findings and recommendations for a marketing communications plan for a new café called Café Division in Sheffield. This was between the dates of 15^th December 2018 and 21^st December 2018.

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Executive Summary:

This report includes the business proposal for a SME café opening in Sheffield in June 2019, Café Division. I have conducted a marketing communications plan including; a SWOT analysis, objectives, promotional vehicles and a campaign schedule. Following this is ways to evaluate and control the plan and some recommendations for the future.

Contents

Table of Figures

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Introduction

Findings:

1.1 Marketing Communications Audit and SWOT

1.2 Communication Objectives and Targets

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1.3 Promotional Vehicles

1.4 Sales Promotion

1.5 Advertising

1.6 Public Relations

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1.7 Social and Digital

1.8 Campaign Schedule

2.0 Evaluation and Control

Recommendations

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Appendices

Bibliography

References

Table of Figures

Figure 1

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Introduction

Café Division’ is a new, exciting Café opening on Division Street in Sheffield City Centre, in June 2019. The unique selling point of this café is the element of a quirky interior with a modern yet vintage twist. Specialising in fresh and quirky food and drink, it will appeal to the many students in the city due to the two Universities, shoppers in the area such as West Street, The Moor and Fargate and tourists. In the future, when the business has become more established and we have built more customer loyalty and brand perception, we hope to run evening events where customers can eat and drink with a source of entertainment in the café to create an exciting evening atmosphere. The business will operate as a sole proprietorship and for the opening will require one more managerial position to work alongside the owner, 2 supervisor positions, 3 kitchen staff and 6 front of house staff.

Findings:

1.1 Marketing Communications Audit and SWOT

To ensure that all the strengths and weaknesses of our new business are identified, we have carried out a SWOT and PESTLE analysis to determine these. A SWOT analysis includes internal (micro) and external (macro) environmental factors (Pickton & Broderick, 2004).

SWOT analysis

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The UK coffee shops market is estimated to grow by 7.3% in 2018, to reach a value of £3.75 billion (Mintel, 2018) (see appendix 1) and is forecasted to grow by 40% in value over the next five years to reach £5.2 billion by 2023 (see appendix 2). This is evidence that the market will be financially beneficial to enter. With a population of 575,400, a high amount being in the 20 to 24 age group. This is caused by Sheffield’s significant student population at its two universities (Council, 2018). There’re an estimated 125 coffee shops/ cafes in Sheffield (Yell, 2018), these include independent cafes and market leaders such as Starbucks, Costa and Café Nero meaning there is very high competition for Café Division.

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1.2 Communication Objectives and Targets

Communication objectives are an integral part of the planning process and helping with the evaluation of marketing communications activities (Fill, Marketing Communications: Interactivity, Communities and Content, 2009). These objectives should be SMART objectives (specific, measurable, achievable, realistic and timed) because of the benefits this creates.; ensuring the plan has clear and precise goals to construct a strategy (Pickton and Broderick, 2004).

The first SMART objective that Café Divison should have is brand awareness.

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Brand awareness is vital to getting an enterprise started as this as how a business gains customers, potentially brand loyalty and profits; overall building a successful enterprise (Yeshin, 2006).

Another important objective is to have a certain number of customers within the first 6 months of opening.                                                                         

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Additionally, when looking at our targets we looked at the ATR model by Ehrenberg in 1974 (awareness, trial, reinforcement) (Paul Russell Smith, 2004). This model helps us to set a target for each element.  As stated in the SMART objective for brand awareness, we are aiming to increase awareness by 45%. On the opening day we are aiming to have at least 150 customers, linking to the trial element of this model. Finally, we will reinforce our advertisement and the customer experience.

1.3 Promotional Vehicles

The communications plan needs to ensure that the most appropriate promotional vehicles are used to create an effective marketing communication. These include; sales, advertising, public relations and social and digital.

1.4 Sales Promotion

Sales promotion is the process of persuading customers to buy your product (Fill, 2013). We can use this a short term way to initally boost sales of Café Division. Instore selling promotions would be effective on the first day of opening, with a 10% discount for the first 50 customers. Additionally, on the opening day vouchers for the customers will be handed out for 10% off all food and drink. In the future, we would look into having a type of loyalty cards where after 6 visits customers can get a free drink of their choice. This would help to compete against the competitor café’s in the city.

1.5 Advertising

Fill (2009) states that advertising is important in the role of a marketing communications plan as it has the potential to engage audiences with the main function of advertising being to communicate with your audience – the prim objective being to maintain awareness of a product or organisation. However, advertising does have it drawbacks which include the fact that it is sometimes controversial, expensive and isn’t directly personal to a customer group.

With there being many ways to advertise, we need to think of the most effective ways to reach and appeal to our target audience. With Sheffield having just over 60,000 students in the city, a large segment of the primary target audience will be 18-24-year olds, who use social media as a way of consuming advertising and media. This means that social media will be the most effective way of reaching this target group. In January 2018, 44 million people were found to be active social media users, with 38 million of these being active mobile social media users (Statista, 2018). This will be a low cost, easy way to advertise Cafe Division, with most of these customers being able to consume the advertisement straight from their mobile phone.

Alongside social media, we will launch a website which we will be advertised across social media platforms. The website will include information about the Café, the menu, offers and events.

1.6 Public Relations

The purpose of public relations (PR) is to create a positive image of a company/organisation in the mind of its consumers (Blythe, 2006), bringing attention to the public to the company through an event or news story. It can be argued that PR isn’t a form of marketing as it isn’t measured in financial terms, however, it does bring attention to a new company. In a press release, a beneficial amount of information can be included to grab a reader’s attention (Blythe, 2006). Therefore, we feel it would be to our advantage to conduct a press release as this will allow possible customers to become aware of our brand and will be more likely to visit if they are more informed about this new enterprise. An effective platform to release a press release through would be the Sheffield Star, a daily newspaper distributed in South Yorkshire and parts of the East Midlands, with a readership of 13,658 (Kerridge, 2018). Additionally, the Sheffield Star twitter page has 165,000 followers (Twitter, 2018) and alongside the website will engage with many of our target customers. This will create brand awareness and an excitement around the opening.

1.7 Social and Digital

The social and digital platforms will link back to the advertising element of the promotional vehicles. This is because the majority of our target audience consume digital platforms every-day, making this a beneficial way of promoting Café Division. Advertising Association (2018) states that mobile continues to grow in the advertising world with over 90% of additional mobile investment directed towards search and social media in 2017. This means that more people are using social media and digital platforms to consume media and advertising. This is evidenced in this image below (see appendix 4. With this knowledge on social and digital media, we are looking into creating a hashtag to be a part of our advertising campaign. This would be something simple such as #cafedivisonsheff. This includes our name and the location, allowing people online to use the hashtag to either promote or find out information

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