Remedy Espresso Digital Marketing Plan

Trimester 3, 2019 3040 MKT Griffith University
Remedy Espresso
Digital Marketing Campaign Plan
Kaylah Crompton
2 677 words

Executive Summary
The aim of this paper is to present Remedy with problem-identifying and solving techniques to get the
business following digital trends and to reconnect with their customers. This marketing plan will identify
service blueprints of target markets and identify the problems these customers have with their
engagement to Remedy Espresso. The analysis will identify their digital marketing challenges and
implement a digital marketing plan with referral to the digital hourglass in order to create and measure
goals.

Table of Contents
Executive Summary.................................................................................................................................1
Introduction ............................................................................................................................................3
Brand Narrative.......................................................................................................................................4
Personas..................................................................................................................................................5
Target 1 – Emily Braxwell....................................................................................................................5
Service Blueprint.............................................................................................................................0
Target 2 – Matt Johns .........................................................................................................................0
Target 3 – Susan Smith........................................................................................................................0
Digital Marketing Challenges ..................................................................................................................0
Digital Marketing Plan.............................................................................................................................0
Digital Hourglass .................................................................................................................................0
Matt Johns ......................................................................................................................................0
Campaign Content ..............................................................................................................................0
Campaign 1 – Community Day........................................................................................................0
Campaign 2 – Business Development Course for Women .............................................................2
Implementation Plan ........................................................................... Error! Bookmark not defined.
Evaluation ........................................................................................ Error! Bookmark not defined.
Budget.............................................................................................................................................0
Conclusion...........................................................................................................................................0
Works Cited.............................................................................................................................................0

Introduction
Since buying The Dark Horse, Remedy Espresso’s new owner has struggled with succeeding in the digital
and social media marketing sector. In order to grow customers, a strong online presence must be made
with a standard of branding. However, the digital ability of the store is very limited, as it does not have a
website. It is important for an online presence to be easily accessible and aesthetic for potential
customers. The campaign plans following this will be implemented according to the budget and
encourage ways to better Remedy’s digital approach. Using their online presence to grow Remedy will
extremely benefit their maintenance of customer bases.

Brand Narrative
Due to Remedy’s lack of consistent branding and content which lacks personality, as well as lack of
thoroughness with their current products, we need to make branding set as well as create a narrative, as
Remedy doesn’t currently have a ‘story’ to tell. Following current trends and trying to support communities
can help create a loved and cherished business. However, being true to your goals and passions is also
important. Creating a business that wants to achieve these two things and won’t back down when the
community needs them, is the key to a successful small local business. People know who you are and what
you are about.
The Marriott recently launched a new campaign, in which their re-envisioned brand narrative was simply
a hashtag. This hashtag told a story. Following suite to adapt Remedy to the technological disrupted age
would result in them creating a hashtag (Brenner, 2017). A hashtag that meant something to their
community. But something that was individual, not yet claimed; something creative. ‘#OurRemedy’. This
tag will help people to discover everything they’ve been searching for about Remedy. And more.
With no mission statement, no branding and hardly any public image, it’s hard for some people to
commit to supporting the unknown. However, in all truth,
Remedy Espresso was created when the owner saw a community-
based business failing and she saved it. As a strong businesswoman,
she continued to rebrand the shop and started the café anew,
welcoming all, even pups. Since then, Remedy has been a
wonderful, caffeinated getaway to build on relationships with
friends, family and pets, as well as indulge in the healthiest array of
meals made of locally sourced ingredients.
This is #TheirRemedy
The complete rebranding emphasises and expresses Remedy’s new brand narrative as well as follows
through with and maintains a theme across all digital platforms. Furthermore, the provided print media
should offer some low expense advertisement and loyalty building within the community.

Personas
Target 1 – Emily Braxwell
Emily is a 24-year-old Australian regular at remedy
espresso, you can find her there on a Saturday
morning with her group of friends whom she walks
with and her pug Braxton. Emily is a local wedding
planner who works with her friends and typically
does some of her business planning and brain
storming with the girls at remedy as they are all
coffee fanatics and cannot get enough of the variety
remedy has to offer. Especially considering they
meet her Vegan dietary requirements. Due to Emily
not having an office she finds having a dog friendly
café with a peaceful vibe a fantastic workspace. Most
of her work networks, like photographers,
videographers’, musicians and caterers keep up through social media and she often uses social media
to make new connections as well. Her poor saving ability and massive only presence often leads to
excess online shopping and late nights out with the girls. If the night with the girls is a little too big you
can regularly find her, and her squad getting breakfast and a coffee and remedy the next day to hope
for a hangover cure. Even if the hangover stays the food is always some of their favourite and a food
coffee always goes a long way.

Service Blueprint
Lifecycle
Stage
Awareness / Discovery Consideration / Research Decision / Purchase Wait for food / Eat Review Return Customer
Touchpoints
(Action)
Search for a nice place
for breakfast with
friends when
hungover.
Visiting Remedy’s
Facebook
Reading the menu
and ordering
Checking phone and
or talking with
friends while
waiting or eating
Word of mouth or
Social Media /
Google Review
Return to Remedy
weekly
User Experience
Typical
Questions
Who am I eating with?
What kind of occasion
is this?
Is there coffee?
Are there dietary needs?
Is it affordable?
Is it table service?
Do they have
coconut milk?
Where do they
source their food?
What’s good here?
Is my drink going to
come at the same
time?
Can I get my water
refilled?
Can I get another
coffee
Who would want to
come here with me
next time?
I wonder if there are
any rewards for a
review
Are there any events
coming up I can join
to get involved in the
community?
Are there any
discounts I can get
for loyalty?
Thoughts I really feel like a
burger
And I definitely need a
coffee
Wow! We can take my
dogs
Its nice and close
Nice they have a vegan
menu
I could really go for a
coffee
I hope it is as good
as it costs
That plate looks like
a generous serving
Actually, that meal
looks good I might
get what he’s having
Wow this tastes
fresh
I really need more
water
It’s very loud here
with all the kids.
I wonder if they
cater weddings, my
clients might enjoy
their food.
I would go here
again I loved this
experience
Will they remember
who I am?
I’m excited to see
that lovely waitress
again
I really wish I could
have more of their
coffee right now.

Feelings Rushed and impatient,
as she is hungry and
hungover and really
craving food.
Eager to taste the vegan
meals that they offer and
excited that someone can
cater for her needs.
Anxious about
whether or not they
are educated
enough to meet her
dietary
requirements.
Soothed as the
burger absorbs the
alcohol in her
stomach.
Satisfied with the
customer service as
they were all very
friendly.
I feel bad for using so
many coffee cups, I
wish I could buy a
reusable one.
Pain Points No Website for
remedy espresso.
No online booking
opportunity (she doesn’t
really feel like talking to
anyone right now).
Poor quality of
communication with
the functionality
and process of
service and
information on the
truth about the food
Too loud for a
hangover
Possible long wait
since limited
amount of staff
The reviews were
easily accessible, and
she didn’t have any
struggles writing one
She doesn’t have a
reusable cup so she
simply eats in even
when she doesn’t
feel like it.
Overall
Experience
Moderate (3/5) Good (4/5) Okay (2/5) Moderate (3/5) Very Good (5/5) Moderate (3/5)
Recommendations
Proposed
Change
Create a fully
operational website
Have all reservations in an
electronic program and
offer online bookings.
Ensure proper,
branded signage to
make dining in and
take away as easy as
possible. Have as
much information as
possible on menus
and post
information about
sourcing of
ingredients online
weekly.
Possibility to
employ another
part-time staff
member to manage
tables at peak times
Offer a free
coffee/drink for a
social media POST
(not review) i.e an
Instagram tag.
Offer a fully stocked
variety of reusable
and sustainable
utilities, crockery and
portable
merchandise to help
save the planet.

Table 1 – Customer Journey Map (Emily Braxwell)
Opportunities Update social media
profiles for maximum
potential and SEO
Offer UberEats, Deliveroo
and MenuLog orders.
Complete a
competitive cost
chart to ensure
good price for
quality.
A quiet area with
books and couches
around the corner
of the service bench
could be installed.
Online exposure and
awareness of the
atmosphere that
Remedy has to offer
The opportunity to
brand these products
and put the Remedy
Espresso logo on
them is available.
Scenarios Emily wants to take
her new celebrant to
breakfast, but he is a
picky eater and only
likes to eat places
appropriate to his
personality. He logs
onto Remedy’s
website and checks
their menu, as well as
inspects their gallery.
The meeting goes on
as planned.
One day, Emily is too
hungover to leave the
house. She is really
craving a coffee and one
of Remedy’s burgers. She
logs onto UberEats and
her meal is being cooked
within seconds.
Emily is tired and
goes to a shipping
container drive
through coffee on
the way home. At
$8.00 for a
cappuccino, she
decides to go back
to Remedy for a
more affordable,
higher quality
coffee.
Emily is really
hungover still and
wants to drink her
coffee in quiet. So
she decides to go
sprawl on the couch
and maybe read a
book. She stays for
food and two more
coffees, immersed
in this murder
mystery she found.
One day, Emily was
rather low on cash
and came for lunch
with her friends.
Instead of
purchasing a coffee,
she posted the
aesthetically
pleasing meal her
friend posed with
and received a free
drink.
One day, Emily takes
her coffee to go as
she heads over to
yoga. In her exclusive
Remedy Espresso
cup, is her coffee. A
lady loves the design
and asks where she
got it. Emily has now
converted this lady
to a Remedy
Espresso customer.

Target 2 – Matt Johns
Matt is a recent graduate from the
University of Southern Queensland. In
partnership with a fellow alumnus, he
opened a business consulting company.
His drive for success is evident in his
diploma, which includes an honour
program. Their first client is launching a
new trampoline park near the Orion
Springfield Central Shopping Centre,
just five minutes away from Remedy.
For the opening day, it is Matt and his
friend’s responsibility to find family
friendly health foods and drinks,
amongst other things to cater for the event. Matt needs this day to go perfectly. He believes that
Remedy’s health-friendly, carb-dense catering menu will satisfy parents but also give children the
energy to have a full day using the trampolines to the max. While the parents are waiting, they can
enjoy a coffee at the espresso cart provided by Remedy. Not only do Remedy get free publicity to the
locals, and can hand out print media at the event, but they are also bringing the community together:
one of Remedy’s values. Matt sourced Remedy by his extensive research of local food companies and
stumbled upon the name on Springfield Hotel’s website, where they recommend local foods.

Service Blueprint
Lifecycle
Stage
Awareness / Discovery Consideration /
Research
Decision /
Purchase
Wait for food / Eat Review Return Customer
Touchpoints
(Action)
Searching for a
breakfast caterer for a
church service
Visit Remedy’s Website Submit an
enquiry for an
order
Waiting for a
response from the
manager.
Social Media /
Google Review
Booking Remedy
for Christmas
User Experience
Typical
Questions
Who is close?
Who is available short
notice?
Who makes coffee
Where is the catering
menu?
Do they even offer
catering?
How do I contact
the manager?
How much is this
going to cost?
How long will it take
for the manager to
respond?
How early do they
need to be booked?
How many people
can they cater?
Where do I place a
review for catering?
Will the cafe mind
being tagged in a
few posts on my
business page?
Can I get benefits
from using them
again?
Thoughts It will need to have a
well conducted profile
to be involved in the
church community
We need friendly staff
I wonder what food
would be best for a
church service and how
many dietary
requirements there are.
Will this be in my
budget
How quickly will I
receive this
information
I hope they can
respond soon
I should consider
contacting other
catering companies
I’m thinking of
taking my family to
Remedy as Sunday’s
food was so good.
My wife might really
like it.
Despite the lack
of user-
friendliness, they
were efficient
and tasty.
Feelings Stressed, as he needs to
find a quick replacement
for Sunday as the last
cancelled.
Confused, as he doesn’t
see any catering
availability or
experience.
Frustrated, as he
just wants to
send an email
that consists of all
details the
A sense of urgency,
as he is unsure of if
he will even be able
to cater this church
event which will
Relieved, as the
event was a huge
success and the
Church is looking at
booking his event
Satisfied and
happy as the
event went well
and the food was

manager needs to
know and finally
confirm the
booking
reflect poorly on
him.
business for their
Christmas Mass
post-event
well
complimented.
Pain Points It is hard to find an
online presence of
Remedy as they don’t
have a website or have
many social posts.
Remedy does not
display the fact that
they do catering except
for one sentence on
their menu.
Not knowing
what Remedy has
to offer, as there
is no public
access to a
catering menu.
The lack of catering
information means
that customers do
not know how long
ahead they need to
book or the
capacity Remedy
has.
Unsure of where
Remedy wants their
catering reviews
The long process
experienced
when first
ordering catering
from Remedy.
Overall
Experience
Very Bad (1/5) Very Bad (1/5) Very Bad (1/5) Bad (2/5) Good (4/5) Very Good (5/5)
Recommendations
Proposed
Change
Create a website and
make it known in the
brand that Remedy is a
catering service too.
Create a website
section that has the
catering offers and
possibly prices.
Create a catering
menu that is fully
customisable and
available online
without having to
delay the process
by reaching out
to management.
Advertise the
minimum period
orders need to be
placed and offer
packages for people
in increments of ten
to the maximum
capacity.
Corporate function
reviews should be
requested on the
back of the business
card for catering.
The link to the new
Remedy Catering
Service Facebook
page should appear
here.
Having client
profiles helps a
repeat event to
be easily ordered,
especially at the
same price, and
with no stress.
Opportunities Create a website as well
as separate social media
profiles for the catering
Fix an online ordering
system for catering and
have a 24hour
Within the online
ordering system,
offer the ability to
Opportunities to
offer to events that
may be able to
Remedy could offer
a monthly jar draw
for feedback. Once
Having a
partnership with
event planners to

Table 2 – Customer Journey Map (Matt Johns)
aspects of Remedy.
Although the posts will
be shared on Remedy’s
main page also.
confirmation window,
then take an online
deposit.
choose platters
and what foods
the event
requires, or even
create your own.
Add on dietary
requirements at
extra expenses.
Simply have it like
a menu.
supply a
commercial kitchen,
this would mean
that remedy would
have to have an on-
call staff member in
case the catering
event comes up for
high capacity. Tell
customers to call if
they need catering
beyond maximum
capacity.
you put feedback in
the box, you put
your business card in
the jar, winning a
meal for two.
give commission
for hiring Remedy
repetitively for
their clients is an
incentive for
return
customers.
Scenarios Matt finds Remedy
much easier and can
already see that they
have been offering
catering services for a
long time and even see
the quality of food that
is offered at events.
Matt finds it convenient
to book in his event and
can decide on what kind
of food he is going to
offer at the event prior
to even ordering. He
also has faith in the
efficiency and knows
almost immediately he
can rely on Remedy.
With the quick
and easy access
to the menus he
can contact the
church and
decide on what
food he puts in
his request, as
well as ensuring
he meets dietary
requirements.
This makes the
process a lot
shorter.
Matt can tell the
church that they
will need to find an
event space with a
kitchen, such as a
community hall.
This means they can
meet the amount of
food required and
book early. Matt
also knows how
soon he needs to
confirm all the
details.
At the end of the
event, Matt goes
into the kitchen to
thank the staff. He
fills out a feedback
form and puts his
card in the jar. He
helps Remedy
develop their
catering skills and
also he benefits
from having his
struggles with them
minimised.
Matt simply logs
onto the Remedy
espresso website
and clicks his
previous order
for the Christmas
event and all the
information
remains the same
and the event is
organised easily.

Target 3 – Susan Smith
Susan is a mother of two, who’s children play
Saturday sport every weekend. After an early
morning and with two exhausted children, she
will often bring her family and their dog who is
the school team’s mascot to Remedy for brunch.
Susan also often gets a coffee on the way to the
local school drop-off; if not, it’s afterwards with
the other mums. Susan’s recurring visiting will
truly benefit from a loyalty program, and so
would her bank account. The stay at home mum
is often seen posting her breakfasts with the girls
on social media at Remedy. Her blog also has
some posts about cafés. Often though, they are
about how to be a more organised and efficient
mum whilst reducing household waste and
consumption. As a blogger, it is evident that Susan must use a lot of social media and digital devices.
For health reasons, due to her autoimmune which keeps her out of normal work, Susan must stick to
a vegan, gluten-free and paleo diet. She loves Remedy because she knows she can trust the menu and
ingredients.

Service Blueprint
Life Cycle
Stage
Awareness / Discovery Consideration /
Research
Decision /
Purchase
Wait for food / Eat Review (word of
mouth)
Return Customer
Touchpoints
(Action)
Been invited to a parent
association event for
dinner to Remedy
Visit Remedy with the
Kids and the dog
Order food Ensuring the kids are
ready for breakfast
and washed their
hands
Share a review
on google or on
her blog, as well
as invite friends
next week
Come for coffee
tomorrow
User Experience
Typical
Questions
What is Remedy?
Are they dietary
friendly?
Is it full meals or finger
food?
Is it child friendly?
Will it be busy after
junior sport?
Is there all-day
breakfast?
Is there a kids menu?
Where does this
food come from?
Am I helping
anybody by
purchasing this
food?
Is the wait going to be
so long that my kids
get impatient?
Are these ingredients
organic?
Can I take some
leftovers home?
What content
does my
audience like?
Who could I
share this cool
place with?
Will it be busy?
Could they run out of
product?
Thoughts I’ve never heard of
Remedy, I wonder why a
breakfast café is offering
to hold our parent
dinner meeting.
I hope my kids will enjoy
the food and that they
are going to have fun
when we go out
Are there any
sustainable coffee
options that they
offer?
I wonder if they have
this house made BBQ
sauce to purchase so I
can use it in my own
cooking.
Is there
anything in
particular about
my blog
audience that
means they will
either really like
or really dislike
remedy?
I don’t understand why
people don’t have their
own reusable coffee travel
mugs.

Feelings Wow this is a night away
from the kids AND away
from the school.
I’m really hungry and
the kids are exhausted, I
hope that there are
chef’s specials for a
quick choice
I feel like I should
have gone to a co-
op to help support
communities
instead.
I love this BBQ Sauce
I’m glad the kids are
feeling better, I
definitely feel
satisfied.
I don’t really
want to
promote
someone on my
blog when they
don’t have an
online presence.
I feel bad for all that
plastic people are taking
home with their cups.
Pain Points I’m unsure of what to
expect to be able to eat
for my dietary
requirements as they
only show a breakfast
menu.
There are no pictures of
Remedy and what it
looks like online. The
only tags Remedy’s
social media have been
of haircuts and
presents.
Not knowing what
company Remedy
sources their
ingredients from
means she doesn’t
know what
amount of
wastage is
occurring or who
she is supporting.
Her dog doesn’t have
anything to eat and is
sitting there
impatiently to share
food with Susan and
her sons
Susan has no
incentive other
than to impress
her followers to
post a good
review about
Remedy.
Sometimes, when Susan is
planning on sitting with
the girls but only gets a
coffee, she receives it in a
plastic cup.
Overall
Experience
Bad (2/5) Bad (2/5) Good (4/5) Very Good (5/5) Very Good (5/5) Good (5/5)
Recommendations
Proposed
Change
As an alternative to out
of house catering,
Remedy will hold a
private event every
evening on the second
Saturday of every month
for the Parent Teacher
Associations of Good
Offer colouring in
competitions in reward
for a free milkshake in
order to keep kids quiet
and entertained,
making the dining
experience easier on all
customers. These will
Have various types
of coffee beans
and the story
behind them in a
pamphlet. Freshly
grind beans to sell
in packets for
purchase at home
Pet owners should be
able to walk into
remedy and pick up a
water bowl for their
dog and order
something that they
can eat too.
Remedy needs
to conduct a
photoshoot and
encourage
customers to
post pictures of
the meals and
of the
Offer biodegradable,
plant-based lids and cups
for drinks. This could be
partnered with local
Australian farmland.

Shepherd Catholic
Primary. Remedy will
email an alternating
event menu monthly.
be posted on social
media occasionally.
atmosphere.
Being able to
see what the
actual
restaurant is like
is just as
valuable as
seeing the
aesthetic quality
of the food.
Opportunities Having partnerships
with local primary
schools and offering gift
cards or gift baskets as
prizes at fundraisers can
help make this target
market aware of the
restaurant.
Post photos of the
actual restaurant and
the atmosphere so
parents know that it is a
child-friendly AND pet-
friendly restaurant.
Create a program
to help those in
Columbia grow
their community
in exchange for
purchase of their
coffee.
Remedy has the
potential to make
extra profit from in-
house recipes. It is
also passive customer
to customer
marketing at the
dinner table.
When Remedy
is tagged in a
profile that has
a high quantity
of followers,
they can offer a
partnership or
ambassador
program to gain
followers and
customers
themselves.
Make sure to ask
everyone if they are
having here or take away.
Giving someone who is
eating in a take-away cup
is a waste of resources,
and on a larger scale, a
way to waste money.
Scenarios Good Shepherd Catholic
Primary is holding a
raffle to raise funds to
increase the quantity of
books in the library. A
mother of one wins the
Susan is looking for a
place to take her kids to
breakfast. She finds
Remedy’s Instagram
page and sees this
month’s colouring in
People like to be
entertained while
waiting for their
orders. Susan
picks up a booklet
she finds near the
Susan is preparing the
meats for her
husband’s boys night
barbecue. She lathers
the ribs in Remedy’s
house BBQ sauce.
Susan posts on
Instagram and
her blog saying
that any local
followers of
hers are
Susan arrived at the
counter to order her
coffee to-go but realised
she forgot her reusable
cup. She can’t go home to
get the cup as the kids will

Table 3 – Customer Journey Map (Susan Smith)
fifth prize, a breakfast
and coffee for two at
Remedy. Being a local,
she brings her child to
the café and they have a
wonderful time playing
with all the dogs and
decide to return for
another meal.
competition winner.
Realising that this
restaurant is child
friendly and seeing on
other posts that it is
secure from roads and
traffic, she decides to
dine here with her
family.
espresso machine.
Finding out that
Remedy helps a
small Columbian
village with funds,
she switches to
this bean and
takes some home.
Later that night, her
husband’s friends are
fawning over the
sauce they just had.
And insist that they
need to purchase
some. They are now
loyal clients of
Remedy.
receiving a 50%
discount on
coffees for the
following week.
As an
ambassador for
Remedy, Susan
gets her coffees
for free that
whole week too.
The new
customers
gained balance
out the loss
received from
Susan’s daily
morning coffee.
be late for school. While
thinking about skipping
the coffee. she notices
that Remedy has
advertised their new
sustainable take-away
cups. Instead of losing a
customer, Susan orders
her usual.

Digital Marketing Challenges
Remedy Espresso presents many flaws in their digital marketing approach. However, the five most
prominent ones are as follows:
1. Lack of consistent branding – as this maintains a lack of branding awareness, and no consistent
social media posting or themes
2. No website.
3. No social media platforms.
4. No interactive ability with their customers online.
5. No awareness of catering capabilities an no online ordering for catering service offered.
Upon implementing the following digital marketing reposition, Remedy Espresso will have a plan of
attack on how to change these identified challenges and turn them into strong, successful aspects of the
business, resulting in a drastic increase in their digital interactions from customers.

Digital Marketing Plan
Digital Hourglass
Tables 4 describes the goal and metric measuring methods for digital marketing to Matt Johns. In order to thoroughly reach out to the goal customer and have
successful marketing campaigns online, it is recommended that Remedy Espresso follows these key performance goals as well as attempts to achieve these objects
through all their social media platforms.
Matt Johns
HOURGLASS Digital objectives Micro Conversion Macro-conversions Other performance metrics
Awareness Clear online advertising
bringing remedy into
the eye of local clients
buy posting daily
content to social media
Increase local customers by 50% Have 10% interaction with social
media posts
Exploration Increase awareness
and functionality of the
catering abilities and
services Remedy has to
offer. Put
advertisement not only
online.
Increase remedy’s ratio business to
individual follows to improve potential
catering cliental, as well as facebook
messages and general SEO
Instagram: Find that over one
year, at least 10% of followers are
businesses.
Facebook: Within one year, find
at least 5% of followers
messaging Facebook auto chat
inquiring about catering.
Website: Experience over 200
views per year on the catering
aspect of the website
Send 200 local businesses Remedy
Espresso business cards and/or
catering menus per 6 months, with
positive response.
Post company information on local
noticeboards, Facebook groups and
at local businesses, with at least 5
warm leads per month.
Consideration Post information about
the event two months
See an increase in local followers. Instagram: Have 30% ‘like’
engagement on posts, and 10%

before, weekly. One
week before the event,
begin posting daily as a
countdown.
Observe at least 5 ‘tags’ to other people
on each social media post..
‘comment’ engagement.
Facebook: Have 200 people
saying they are ‘going’ on the
Facebook event, and 50%
engagement on posts.
Experience Hold a community
family day within 6
months of the rebrand.
Cater the event at the
local park.
Have 10% social media interaction on
posts relating to the community day.
Have at least 100 people or
families attend the event.
Have 20 local business profiles
follow remedy on social media.
Conversion This measures the
success of the digital
marketing for the
catering service
1 catering quote a week even if they
aren’t closed sales.
1 month: Booking for one
personal or business event.
6 months: Be booking at least 1
local business event per month.
1 year: one booking per month of
each personal, business and
community events.
To measure success, 15 warm leads
from the event should occur
Loyalty Give out special 5 cup
loyalty cards on the
day. Create the e-mail
list today if the
company still plans on
doing a newsletter.
Lastly, connect with
attendees and collect
business cards to show
Print out 200 of these cards, make
customers aware of where they are, and
expect 80 to be gone.
Plan for 80% people to sign up to the list
but have at least 20% actually on it.
Collect 30 local business cards on the
day. (Follow these on Instagram and
Facebook)
Over 3 months, have a return of
at least 70% of the loyalty cards
that were taken.
Over 6 months, complete 30%
loyalty cards. Put these in a
monthly draw jar for an extra free
coffee.
Hope to know at least 10 of the
business owners within 3 months,
by name, and have a connection
with them. Furthermore, ask

advocacy for the local
community.
Over 6 months, hope to have 10%
click-through to promotions
through the newsletter.
Advocacy After the event, hope
to have achieved an
increase in followers,
reviews, check-ins and
engagement.
After the event, expect the following to
increase by at least 100 people since
pre-campaign.
Followers 6 months onwards will
see an increase of 80% since pre-
campaign.
Check-ins to reach over 100
increase on Facebook and
Instagram.
Table 3 – Digital Hourglass (Matt Johns)

Campaign Content
The new rebrand of Remedy Espresso found a completely crucial reimagination of their digital presence
(Canning, 2018). These social media profiles experienced an upgrade, as did the content. The following
three campaigns will aim to increase the social involvement online as well as the in-store interaction from
online audiences.
Campaign 1 – Community Day
Getting the community together and meeting local businesses is
important to help sustain the local business trade (Preston, 2020).
A lot of business owners have families, so a family community day
is the best way to get them all together. Offering free coffee helps
the locals become aware of the quality coffee Remedy has to offer.
Jumping castles, competitions, petting zoos and just the fact that it
is near a local swimming hole and park will make the day exciting
for all (Schwartz, 2020).
Give out special 5 cup loyalty cards on the day. Create the e-mail
list today if the company still plans on doing a newsletter. Lastly,
connect with attendees and collect business cards to show interest
in the community and build networks. Also offer Remedy Espresso
catering service business cards

Post 1 – Angle 1
Experience our tasty catering menu at the Springfield Lakes Community
Day. Catering for dietary requirements and kids, the tasty meals will be
available all throughout the day.
Post 2 – Angle 2
For your chance to win prizes a $75 gift card to Remedy Espresso, come
visit us to join our corporate email list and place your business card in
the raffle jar
Post 3 – Angle 3
Having the best cup of coffee is something you can have in the comfort of
your house any day of the week. Come to our community day and learn
to create the perfect blend – make your own coffee with the assistance
of our professional barista’s for FREE
Come see us at Springfield Lake’s Community Day and even buy some
sustainable beans to take home with you!

Campaign 2 – Business Development Course for Women
Building a strong female presence in local businesses is important. It is also highly supported within
communities. Offering a business development course with keynote speakers quarterly as well as
providing resources as well as local businesses to assist in these developmental and growth stages can
help build relationships with local female business owners. Remedy will close open the shop to aspiring
females on a Friday night to create an interactive business development course at the cost of a small
membership. Fortnightly meet ups for coffee and discussion and networking at Remedy will help these
females create relationships together and strength, as well as bring business into remedy. The tickets will
be sold as a membership depending on how much the events cost. Remedy will have only and intention
to make $500 profit off of this in order to make another month’s marketing budget $1 000.
The event would start with advertisements on Facebook and Instagram about the first speaker for the
year. Getting the crew from Westside Business Inc to come speak at Remedy is the first step to helping
these ladies in business reach their full potential and develop their businesses even further (Westside
Business Women, 2020). Alongside this speech and interactive class, Remedy’s manager should create a
book that will be downloadable with a password received from the event. This book will focus on the do’s
and don’ts of growing a business. The mastering business book will provide a list of previously registered
local businesses and service owners that could be of benefit to help grow – such as Remedy for catering,
Emily for wedding planning, and Danielle Tosch a local accountant (Tosch, 2020). Connecting females
with females helps create support and also helps their businesses create well needed networks at
possibly a discounted rate provided in the book (Zalis, 2019).
Post 1 – Angle 1
“A flower does not think
of competing with
the flower next to it.
It just blooms.”
iris murdoch
Find more information about our women in business
development course HERE

Post 2 – Angle 1
“A woman who knows what
she brings to the table is not
afraid to eat alone.”
Unknown
You can still get your Women in Business
Development Course Tickets HERE
Post 3 – Angle 1
“Do the thing and you will
have the power.”
Ralph Waldo Emerson
Congratulations to all our Women in Business
Development Course graduates this year! We knew you
could do it! You can now get your full course e-book
HERE. Including secret codes to get a discount with your
besties to help grow your business.

Budget
Item Januray February March Q1 TOTAL April May June Q2 TOTAL July August September Q3 TOTAL October November December Q4 TOTAL
YEAR TOTAL -
services
Website Creation 300 0 0 300.00
$ 0 0 0 -
$ 0 0 0 -
$ 0 0 0 -
$ $
S.E.O Program $
Website Domain and Hosting 50 50 50 150.00
$ 50 50 50 150.00
$ 50 50 50 150.00
$ 50 50 50 150.00
$ $
App Development (Loyalty Program and Ordering) 0 0 500 500.00
$ 0 0 0 -
$ 0 0 0 -
$ 0 0 0 -
$ $
App Hosting and Store Listing 0 0 0 -
$ 40 0 0 40.00
$ 0 0 0 -
$ 0 0 0 -
$ $
Dog Menu and Upfront Costs 0 0 0 -
$ 0 0 0 -
$ 200 0 0 200.00
$ 0 0 0 -
$ $
Website Managed Services* 0 0 0 -
$ 200 0 300 500.00
$ 100 0 300 400.00
$ 300 0 0 300.00
$ $
Social Media Posts by Remedy 5 5 5 15.00
$ 5 5 5 15.00
$ 5 5 5 15.00
$ 5 5 5 15.00
$ $
Social Media Posts by Customers** 0 0 0 -
$ 0 300 0 300.00
$ 0 0 0 -
$ 0 300 0 300.00
$ $
Rebranding (including printing) 200 10 10 220.00
$ 10 10 10 30.00
$ 10 10 10 30.00
$ 10 10 10 30.00
$ $
Photography for Rebranding 0 250 0 250.00
$ 0 0 0 -
$ 0 0 0 -
$ 0 0 0 -
$ $
Free Coffee for Rebranding Day*** 0 250 0 250.00
$ 0 0 0 -
$ 0 0 0 -
$ 0 0 0 -
$ $
Monthly Door Draw Prizes -
$ 80 80 80 240.00
$ 80 80 80 240.00
$ 80 80 80 240.00
$ $
New Opening Hours 0 0 0 -
$ 60 60 60 180.00
$ 60 60 60 180.00
$ 60 60 60 180.00
$ $
Reusable Products Overheads (ending with profits) 0 0 0 -
$ 0 0 0 -
$ 0 500 0 500.00
$ 0 0 0 -
$ $
Community Event (bi-quarterly) 0 0 0 -
$ 0 0 0 -
$ 0 0 0 -
$ 0 0 300 300.00
$ $
New Employee 0 0 0 -
$ 0 0 500 500.00
$ 500 500 500 1,500.00
$ 500 500 500 1,500.00
$ $
Hootsuite (social media planner)
Survey for Customer Satisfaction
Monthly Total 555 565 565 445 505 1005 1005 1205 1005 1005 1005 1005
Campaign Total 1,685.00
$ 1,955.00
$ 3,215.00
$ 3,015.00
$ $
USE SURVEY MONKEY FOR NO CHARGE
USE GOOGLE SEARCH CONSOLE FOR NO CHARGE
USE ONE PROJECT FREE OF CHARGE

Conclusion
Overall, this paper has outlined how to implement a full marketing plan for the next 12 months for
Remedy Espresso. Combined, these campaign plans should be able to increase social and digital
engagement with Remedy Espresso, within the budget. Ultimately, this will be increasing their sales,
products and target market. By setting goals and metrics to achieve the business can conclusively
determine whether these campaigns are successful. Alternatively, the customer journey maps display
that there are many problems Remedy needs to solve and ways to make the experience better for
everyone whilst also increasing passive and free marketing.

Works Cited
Brenner, M. (2017). 6 EXAMPLES OF GENIUS BRAND STORYTELLING YOU HAVE TO SEE. Marketing Insider.
Canning, N. (2018). 7 Tips for Choosing the Perfect Instagram Profile Picture. Later.
Preston, J. (2020, February). How important is community for a small business? Retrieved from Virgin
Entrepreneur: https://www.virgin.com/entrepreneur/how-important-community-small-business
Remedy Espresso. (202, February). Remedy Espresso. Retrieved from Facebook:
https://www.facebook.com/remedyec/
Schwartz, J. (2020, February). Five Vital Themes for Marketing. Retrieved from Itsma:
https://www.itsma.com/five-vital-themes-for-marketing-2019/
Tosch, D. (2020). Yellow Pages. Accountants Springfield Lakes.
Westside Business Women. (2020, February). Westside Business Women. Retrieved from Facebook:
https://www.facebook.com/westsidebusinesswomen/
Zalis, S. (2019). Power Of The Pack: Women Who Support Women Are More Successful. Forbes.

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