Implementation plan

Relevant marketing objectives and goals Relevant organisational documentation (e.g. marketing plan, policy)
- Marketing Plan
- Increase Market Share
- Strategic Plan
- Increase Sales
- Marketing Budget

Plan

Activity, including description, rationale and relevant policy Timeframe Resources Responsible

Social Media Strategy: Invest in some sponsored campaigns through Facebook - 90 days - 1 computer - Marketing Manager
Ads and Instagram Ads to reach out more people, such as friends of regular
- from 24/7/17 - Internet
customers. Be more active on social media and post more often, so they can
to 22/10/17
increase both number of followers/likes and the Ads views and hence the - $ 900,00 for the
probability of expands regular customers. Campaign period is restricted due to sponsored Ads
marketing budget.
Activity, including description, rationale and relevant policy Timeframe Resources Responsible

Advertising on local magazines: advertising on local magazines that are - 90 days - $ 500,00 - Marketing Manager
published and distributed on Eastern suburbs area such as “Brag Magazine”
- from 24/7/17
(weekly) and “The Beast” (monthly). Both are distributed for free on Eastern
to 22/10/17
suburbs and have a significant number of readers. Also, includes a brief
interview to present the Cafe Brazil’s specialties and a quick review on their
gastronomic section in one of the editions advertised. Campaign period is
restricted due to marketing budget.
Monitoring success of convergent marketing activities

Objective How measured When measured/by whom?

- Increase Market Share Cafe Brazil’s total revenue divided by - Measured at the end of the campaigns
Industry’s total market sales (This information (on 23/10/17) by Cafe Brazil’s owner
can be reached through “Cafe Owners & and Marketing Manager
Baristas Association of Australia” – COBAA)

- Increase Sales Compare number of sales made during the - Measured at the end of the campaigns
campaigns vs number of sales made 90 days (on 23/10/17) by Cafe Brazil’s owner and
before the campaigns Marketing Manager