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Monitoring Strategy20.e-Marketing Evaluation methods21.Sources & References22. Appendix 23.Links to templates & resourcesINTRODUCTIONYour introduction should include: 1.Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor)2.Mission, Vision and objectives of the organisation in regard to the product or service oThe objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:oWhat the ‘Return on investment’ will be? This may include increased customer spend,greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.oDefine objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.oMake sure that your objectives reflect exactly what you will be measured on (KPI’s).3.Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yetgoing into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.4.A brief summary of the marketing environment for this product or service5.Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.Initial consultation outcomes:The first consultations was done with the Manager of the Café, Paul Larry. He has been working with Taciane for more than 5 years and he knows a lot about the operation of the café. He has brought to Taciane the necessity of developing e-marketing strategies as the competitors havealso done it and the customers always ask for social media and we only have an outdated Facebook page.Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019Page 7
T-1.8.1_v3It was developed a research with customers and 85% said that would follow Taci Coffe House on social media and recommend to others.Mission, Objectives:MissionTaci Coffee house provides a unique and delicious Brazilian café experience for the coffee drinkers of Sydney. CoffeeVille provides: ● high quality, fair trade coffee ● superior hot and cold gourmet food and beverages● consistently high level of expert and knowledgeable, fast and friendly service. Marketing Objectives ● To position Taci Coffee House as a provider of a superior coffee experience and supplier of gourmetfood in the Syndey CBD.