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Type of service: Report Academic level: Undergraduate (1st and 2nd year) Word count: 2100 words excluding references Course name: Digital Communities Citation style: Harvard style Number of sources: Any Project Title/Topic: Multi-platform Communication Strategy Paper details/Instructions: Dear writer, It should be the place in one country. for example, if you write KFC, you can just write one countrys KFC. not all around the world. so I wish you can write something in Australia. and I give you the example report(attached). which my report should look like this. Please also read other attached files. ------------------------------ Must be original works, to prohibit any copying or plagiarism. Report Writing Support Introduction: a video overview of report writing Section 1: Getting started From the day you walk into university until the day you leave, there are many reports youll have to write. As a student, these reports might be the bane of your life - but the truth is, youll have to write them no matter where you go. From a simple work assessment report to the high-flying technical write-up, reports are a common form of workplace communication. You may have to write a report to a client or an assessing manager. Report writing is an essential skill for professionals; master it now and writing reports wont have to be a pain. Heres where to start. How do I consider the audience? As you write, ask yourself: Why have they asked for a report? What do they need to know? How will they use the report? Throughout your study and future career you will write reports for people who have little or no background in the area of work your report covers. If this is your audience, then your report should be easy to understand. Define terms, offer some background knowledge and use relevant examples. For example, an environmental impact statement for a newspaper would be written in a style that best suits the non-technical reader. On the other hand, if you are writing a technical report intended to be read by a team of engineers, you can assume a level of prior knowledge and use specialised technical language. Someone expert and knowledgeable in your own field will not necessarily look upon your work kindly if you write your report with a layperson in mind. How do I analyse my task? Analysing your task is very important. If you havent got a clear picture in your mind of where you want to go, planning the report is going to be difficult. So, here are some questions you should ask yourself: Do you understand the type of report needed? (e.g. experimental report, design proposal, etc.) Do you know how big your report needs to be? Do you know what is required in the report? Who is my audience? (e.g. clients, lecturers, assessors, managers etc.) What is the problem/question? What is the aim of the report? What key points or issues need addressing? What information do you need to collect? Now that youve got these basic ideas in mind, how and where will you find the relevant information? How do I clarify my aim? The aim of your report should be clear from the type of report needed. In an experimental report the aim is very different to that of a design report. For example: Experimental Report An experimental report aims to report on: an experiment or research. what was achieved during the course of the experiment. what was concluded and how this compares with previous published results. Technical design report A Technical design report aims to: solve a problem or; recommend a design What is the basic structure of a report? Types of reports can vary greatly; they can range from an experimental report to an environmental impact statement. There is however, a basic structure common to most reports, irrespective of their type. Major components of a general report Title Page Abstract In less than 200 words ... what was the problem, how was it investigated, what did you find out and what do your findings mean? Table of Contents A list of the major and minor sections of your report. Introduction Set the scene; give some background information about the topic. State the aim/purpose of the investigation. Outline the body sections. Main Body Organise the sections in a logical sequence: what you investigated, what you found, what interpretations and what judgements you made. Use short informative headings and subheadings. Conclusion What has been achieved and what is the significance of your findings and your discussion? Have your aims been successful or not? Recommendations What do you recommend as a course of action following your conclusion? References A list of all the sources you used. Appendices Any information (graphs, charts, tables or other data) you used in your report but did not include in the body. See next: Writing the report Current Students Report Writing Support Document Version Date 26/02/2015 UNSW CRICOS Provider Code: 00098G https://student.unsw.edu.au/report-writing-support https://student.unsw.edu.au/writing-report https://student.unsw.edu.au/report-writing-support CDIC001 - Digital Communities Assessment Task 4 Brief - Multi-platform Communication Strategy Aim of task 4 For you to produce a professional multi-platform communication strategy report that builds and improves on the affordances of an existing community. Task description You will develop a multi-platform communication strategy for the community. The strategy must include at least three communication channels. The strategy should build and improve on the affordances of the existing communicative ecology of the chosen community and reference both scholarly and industry literature in order to justify the choices made. Length: 2000-2100 words. You may also include images and diagrams. Assessment Criteria: Criteria Weight \% SLOs PLOs Significance of strategy for chosen community 30\% B, C B4, B1, D1 & D2 Feasibility of strategy for chosen community 30\% B & D B2, B4 & E1 Relevance of scholarly and industry sources and integration with analysis 20\% A,C & D A1, B2, E1, E2, D2 & C1 Clarity and fluency of written expression 10\% D E2 & C1 Accuracy of bibliographic citation/reference in UTS Harvard style 10\% D B5 SLOs: Subject Learning Outcomes PLOs: Program Learning Outcomes MORE INFORMATION What is the basic structure of a report? How do I write one? https://student.unsw.edu.au/report-writing-support What is the UTS Harvard referencing style? How do I cite/reference in this format? http://www.lib.uts.edu.au/sites/default/files/attachments/page/InteractiveHarvardUTSGuide.pdf How do I avoid plagiarism? https://avoidingplagiarism.uts.edu.au Academic misconduct and dishonesty will not be tolerated and penalties will apply. 1 INSEARCH CRICOS provider code: 00859D   I   UTS CRICOS provider code: 00099F INSEARCH Limited is a controlled entity of the University of Technology, Sydney (UTS), a registered non–self accrediting higher education institution and a pathway provider to UTS. Multi-platform Communication Strategy – Jasmins Lebanese Restaurant Jasmins Lebanese Restaurant Assessment 4 (Multi-platform Communication Strategy) Contents Executive Summary 3 Background 3 Objectives 3 Characterisation 3 Facebook Recommendation 4 Limitations 4 Food Truck Recommendation 6 Limitations 7 Discounts Recommendation 8 Limitations 9 Referencing 10 Appendices 12 Executive Summary This report focuses on exploring tactics to amplify the number of customers, thus, help to expand the Jasmins Lebanese Restaurant. The three recommendations that explored are; Food Trucks, Facebook, and Discounts. Through the following tactics, Jasmins will be able to invite new customers to their restaurant and keep their existing customers from coming back. Hiring a food truck is a smart marketing strategy to promote the restaurant’s brand name in different suburbs across Sydney; this will ultimately attract new customers who have not yet heard of the restaurant by visiting their location at Lakemba. Engaging with the online community through Facebook to build a trusted network is highly regarded; posting enthusiastic and lively photos of staffs and customers will ultimately increase the restaurants likeability and create a positive, family-friendly atmosphere online. Lastly, discounts are favoured by a majority of consumers who prefer to purchase items on sale, likewise, offering free meal vouchers or discounts to children, or university students will help attract new customers and grow their business. Background Jasmins Lebanese Restaurant is among the most celebrated restaurants in Lakemba and has been operating there for the past 20 years. It is a family owned restaurant for over three generations. The restaurant specialises in Lebanese cuisine and is most notably popular for its falafel (Jasmins Restaurant 2014). This report is to explore three recommendations (Facebook, Food Truck, and Discounts) that will help expand their business, attract new customers and keep their existing ones. Through the following tactics, this will undoubtedly help grow the restaurant and expand their business across the Sydney suburbs. Without a doubt, through the following strategies, Jasmins will be able to establish their brand nationally and will ultimately prove their presence at any location. Objectives The goal of this report is to attract new customers to help develop and cultivate Jasmins Lebanese Restaurant across Sydney. Characterisation The target audiences are non-Lebanese individuals and families; this is because as Jasmins is a family restaurant, attracting new customers to a lively and energetic atmosphere will spark an interest among customers into the restaurant. Facebook Recommendation Social networking has undoubtedly grown in popularity in the past few years. Websites like Facebook allow individuals to engage with other users online; this is either through sending private or public online messages and sharing photos (Pempek, Yermolayeva & Calvert 2009). A research study conducted by Kissmetrics explored the efficiency of Facebook, and they found that 93\% of the most captivating and engaging posts were of photos, and it proved to be more effective than videos, links, and text based updates (Cooper 2013) (see figure 12.1). Photos uploaded on Facebook on average obtain approximately 84\% more click-throughs on links than text-based posts, 104\% more comments and 3\% more likes (Cooper 2013). Jasmins does have a Facebook page (Jasmins Lebanese Restaurant 2014) however the platform is rarely used, posts are uploaded approximately per month and interaction with their online community is relatively weak (see figure 12.2). The restaurant currently has 4 Facebook pages for different suburbs; their posts are not the same, and each page is less used than the other. To combat this, it is best for the restaurant to solemnly focus on utilising 1 Facebook page than four at the same time, the individual in charge can gravely focus on one page and make use of it to its fullest potential. It is not necessary to have 4 Facebook pages for different suburbs; restaurants such as Rashays (Rashays Casual Dining 2012) have over 20 branches across NSW yet operate using only 1 Facebook page as it is convenient and manageable as well as much accessible and not puzzling for the online community (see figure 12.3). It is much easier for netizens to follow or ‘like’ one Facebook page than 4. To help expand their business, Jasmins should primarily focus on establishing their online presence by posting their signature dishes like the mix plate which includes falafel, tabouli, chicken breast, hummus, small chunks of beef and a kebab (see figure 12.4). The restaurant currently lacks new pictures of their dishes, and a majority of their content is outdated. Hence, by uploading popular dishes like the mix plate along with happy customers captured next to their dishes, the following will help create a warm and inviting atmosphere online, this will guarantee a growing audience across the online community and help increase awareness of the restaurant on a worldwide scale. As uploading new images occasionally is fundamental for the restaurant to keep their customers engaged and informed, the time of posting new content is just as crucial. A study by Buddymedia’s discovered that engagement rates on Thursdays and Fridays are 18\% higher than the rest of the week (Cooper 2013). Currently, the restaurant posts irregularly and they are mostly at night, around 9’clock, when most users are not available. A study by Socialbakers found that uploading 5-10 posts per week was the ideal amount for user engagement online (Cooper 2013). It is best to plan your posts when your viewers are online, Followerwonk is a handy tool as it displays the popular times and days of netizens online (Cooper 2013). Furthermore, when uploading on Facebook, it is important to keep your post short and succinct (Corcoran 2016). Limitations The restaurant will lose a substantial amount of their online community by closing down 3 Facebook pages and focusing on just 1. To combat the loss, the restaurant should promote on all 3 of their Facebook pages Jasmins main and only profile by posting a link before they deactivate. This strategy is useful because netizens will not have to look for Jasmins main Facebook page and the restaurant will not entirely lose their audience. Food Truck Recommendation The concept of using a food truck to gain exposure and raise awareness of the restaurant is a smart marketing and campaign strategy (FoodTruckr 2015). Inviting people who may not have heard of the restaurant through servicing communities in a range of flexible ways not only creates a more diverse Sydney but also helps create a real strong impression on customers(Zegura 2014). Food Trucks are useful and ideal for organisers; one simply just drives in, provide their services and then leave (Zegura 2014). They are unique and an inexpensive form of garnering customers in one setting. Renting a food truck invites many opportunities and savings for any business that wants to expand. For instance, before branching out, renting a food truck to assess potential locations such as the city or exploring new suburbs and seeing if the public there would develop a taste of the cuisine can save the restaurant from financial loss, time and effort or help them earn new customers and revenue (FoodTruckr 2015). As Jasmins most popular dish is the ‘mix plate, instead of serving each portion of the course altogether, it will be more convenient and suitable to serve them separately. For instance, with the kebabs, you may be able to serve them on sticks, falafels wrapped in Lebanese bread with hummus and tabouli or instead of falafels; you can substitute it with chicken, thus making a chicken kebab roll. Most food trucks comprise a small set of staffs multitasking; thus, it is vital to hire at least 3-5 employees. There should be at least 1-2 employees at the front handling customer service, operating the cash register and serving customers. The rest of the staff performs the operational tasks such as cleaning, cooking, and bookkeeping. It is mandatory to have a chef that will take charge of buying the supplies and equipment. There is a difference between a cook and a chef, and that is a culinary certification. Most food trucks usually have one chef, and the remaining staffs are cooks (Myrick 2017). Operating in crowded locations is always best for business as it guarantees revenue and profit. Paddys Night Food Market, Metcalfe Park in Pyrmont, and Wynyard Park in the CBD (Ciampi 2015) are popular destinations to serve customers and expect some revenue in return. Traveling to events like Paddys Night Food Market which operates weekly every Saturday night in Sydney’s West, once a week working on a weekly basis, will undoubtedly grow your brand and attract more consumers. Example of a high profile fast food restaurant is McDonalds, utilizing this tactic to reach globally to all communities (see figure 12.5 below) Limitations An obstacle for hiring a food truck is no customers’ attending or interested in the cuisine. Jasmins will ultimately suffer a financial loss but also the devaluation of the restaurants brand, to overcome this barrier, it will be best for the restaurant to commence at events where there is a mix of Lebanese and non-Lebanese communities, for example, the Eid Festival at Fairfield Show Ground. Through this tactic, Jasmins will have customers that are familiar with the cuisine. Thus, their brand will not be undervalued, and the restaurant will not suffer a financial loss. Another strategy encouraging more consumers to stop by at Jasmins food truck is by giving out free samples of food to customers; this can spark interest and attention (FoodTruckr 2015) and is very quick and easy to do. Preparing an extra meal and serving them in small proportions is an efficient and cheap simple way to invite new customers. Discounts Recommendation To help grow their audience, Jasmins should also accentuate on building a robust customer database by offering student discounts, free coupons, and happy hour and meal vouchers. A study conducted by Wildfire Interactive indicated that vouchers given by restaurants acquired the highest engagement rates (Cooper 2013) (see figure 12.6).This will undoubtedly attract students who eat under a budget, old customers from coming back as well as new customers since most people prefer purchasing items on sale. Discounts serve as a smart marketing strategy to lure customers into restaurants. However, before promoting sales in the hopes to increase revenue, it is best to map out a plan to validate the restaurant is still making a profit. Also, it is vital that you are aware of your current markup (the cost to add to a selling price), profit margin (the amount earned from a sale of its product before deductions of any expenses) and breakeven point (detects the number of sales to be made before tax). It is also important to determine the length of time the sales will last. Furthermore, the restaurant must also be promoting a realistic discount price to earn a return (State Government of Victoria 2015). Before advertising discounts sales or free coupons, it is essential that you understand how the following will affect your sales targets and profit margins. To successfully earn a return without making any loss to the business or devalue the brands name, you must recognise your current markup, gross margin and breakeven figures and how the sales will affect your revenue (State Government of Victoria 2015). In the table below there is an example exhibited to explain the impact of sales on the gross margin. For example, the gross margin (top row) if it is 40\% and the sales price is by 5\% (the left-hand column), it is essential that you increase sales by 14.3\% to earn a return (State Government of Victoria 2015). Limitations By providing student discounts, Jasmins identity may change and no longer be looked at as a family restaurant. A surge of students occupying the area causing disturbance and acting up (for example being loud and rowdy), may completely change the identity of Jasmins and will no longer be perceived as family oriented. To combat the problem the restaurant should provide student discounts 2-3 times a week instead of every day, so ideally any day of the week will be sufficient except weekends when most families do decide to eat outside. Referencing  Bragg, S. 2017, Gross margin Accounting Tools, Centennial, viewed 10 September 2017, <https://www.accountingtools.com/articles/2017/5/9/gross-margin> Bunskoek, K., 2017, ‘52 tips: how to market on Instagram’, Disqus, weblog, Wishpond, viewed 9 September 2017, <https://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram> Ciampi, M. 2015, The Ten Best Food Trucks In Sydney, Sydney, viewed 10 September 2017, <https://concreteplayground.com/sydney/food-drink/food-2/the-ten-best-food-trucks-in-sydney/> Cooper, B.B. 2013, ‘7 powerful Facebook statistics you should know for a more engaging Facebook page’, the buffer blog, weblog, Buffer Melbourne, viewed 9 September 2017, <https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page> Corcoran, L. 2016, What’s the Perfect Length of a Facebook Post? Ireland, viewed 10 September 2017, < https://www.newswhip.com/2016/07/perfect-length-of-a-facebook-post/> Dictionary.com 2017, markup, Random House, viewed 10 September 2017, <http://www.dictionary.com/browse/markup> Ellison, N.B., Steinfield, C. & Lampe, C. 2007, ‘The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites’,  Journal of Computer‐Mediated Communication, vol. 12, no. 4, pp.1143-1168. FoodTruckr 2015, How to Run a Food Truck 19: Promote Your Truck Through Yelp, viewed 9 September 2017, <https://foodtruckr.com/2015/03/run-food-truck-19-promote-truck-yelp/> FoodTruckr 2015, How to Run a Food Truck 22B: More Marketing Tips for Advanced FoodTruckrs, viewed 10 September 2017, <https://foodtruckr.com/2015/04/run-food-truck-22b-marketing-tips-advanced-foodtruckrs/> FoodTruckr 2015, Learn How to Run a Food Truck, viewed 10 September 2017, <https://foodtruckr.com/how-to-run-food-truck/> FoodTruckr 2015, The Many Faces of Food Trucks: How Renting a Truck Benefits Your Business, viewed 10 September 2017, <https://foodtruckr.com/2015/06/many-faces-food-trucks-renting-truck-benefits-business/> Grewal, D., Krishnan, R., Baker, J. & Borin, N.1998, ‘The effect of store name, brand name and price discounts on consumers evaluations and purchase intentions’, Journal of retailing, vol. 74, no. 3, pp.331-352. Hu, Y., Manikonda, L. & Kambhampati, S. 2014, ‘what we Instagram: a first analysis of Instagram photo content and user types’, Conference on Weblogs and Social Media, pp. 595-598 Jasmins Lebanese Restaurant 2014, ‘About’, Facebook Update, 17 April, viewed 10 September 2017, < https://www.facebook.com/pg/Jasminslakemba/about/?ref=page_internal> Jasmins Restaurant 2014, ‘Story’ , Facebook Post, 21 January, viewed 10 September 2017, <https://www.facebook.com/pg/Jasminslakemba/about/?ref=page_internal > Lee, K., 2017, ‘The social media frequency guide: how often to post to Facebook, Twitter, LinkedIn and more’, the buffer blog, weblog, Buffer Boise, viewed 9 September 2017, <https://blog.bufferapp.com/social-media-frequency-guide> Myrick, R. 2017, Determine Your Food Truck’s Staffing Needs, Farmington Hills, viewed 10 September 2017, <http://www.dummies.com/business/start-a-business/determine-your-food-trucks-staffing-needs/> Pempek, T.A., Yermolayeva, Y.A. & Calvert, S.L. 2009, ‘College students social networking experiences on Facebook’, Journal of applied developmental psychology, vol. 30, no. 3, pp.227-238. Rashays Casual Dining 2012, ‘Posts’, Facebook Update, 18 September, viewed 10 September 2017, <https://www.facebook.com/rashayscasualdining/ > State Government of Victoria 2015, Discount Strategies, Victoria, viewed 10 September 2017, <http://www.business.vic.gov.au/money-profit-and-accounting/pricing/Discount-strategies> Zegura, L. 2014, ‘Sydney Food Trucks Trial Report’, City of Sydney, April, pp.3-30 Appendices 12.1 The graph below describes the affect photos generate in comparison to text-based posts 12.2 Jasmins current Facebook Page, 2017 12.3 Rashays current Facebook Page, 2017 Current Photos of new dishes posted online Engagement with the online community An instant chat box pops up for customer service online 12.4 1 serving of a mix plate Chicken Breast Hummus Beef Kebab Tabouli Falafel 12.5 An example of a successful and well-established business using a food truck to further promote their brand in local areas (McDonald’s Food Truck) 12.6 Vouchers handed out by restaurants amounted to the highest engagement rates 14 HD Example