,Preface
The basis for this project originates from my passion for marketing, creative design, and the
hospitality industry. The hospitality industry suffered a lot of consequences due to the global Covid-19
crisis, therefore it was my pleasure to ease my client’s workload by becoming a temporary addition to
the company. As the world moved further into the digital age, NAME BAR requested help in creating a
digital marketing strategy. Finding a Young Professional placement at X allowed me to use my passion
and develop the final product while gaining a lot of personal and professional experience.
In truth, I could not have achieved my final product without a strong support group. First, my
client X, who supported the product development, provided guidance and left room for individuality.
Secondly, my Young Professional Semester support group, led by X, provided patient advice and
guidance throughout the research process. Thirdly to my family, who supported me with care and
understanding throughout my whole study abroad. And lastly, my partner x, who was always patient
and encouraging. Thank you all for your unwavering support.
,Summary
This document is a portfolio for the Young Professional Semester, which includes three main parts: the
professional product, substantiation, and assessment of hospitality performance. The subject of this
report is advice on digital marketing strategy directed to NAME BAR, a hospitality company located in
PLACE. The company’s management problem includes not participating in digital marketing because
they miss a strategy on how to approach it. For this reason, a researcher was invited to develop a
product that would answer the client’s management question: ‘How can a digital marketing strategy be
created to benefit NAME BAR with attracting more customers outside of private events?’.
To answer the client’s management question, three research methods were chosen. Firstly, literature
review, which helped in gaining valuable knowledge and insights into the aspects of digital marketing.
Secondly, the findings were questioned by introducing the same topics of discussion to multiple
marketing experts and hospitality professionals from comparable establishments to NAME BAR. And
lastly, the findings were tested on a selected focus group, which helped tailor the advice to the
company and their customers.
As a result of these findings, the digital marketing strategy was designed. The product presents three
parts, analyses of the company, advice on digital marketing strategy, and financial consequences of
the advice. These three parts serve the purpose of answering the client’s management question. The
results present a positive impact for the company if they decide to execute the strategy. The final
product was designed according to the client’s wishes but also their needs, which were suggested by
the researcher.
With these findings, the client has a better understanding of what digital marketing requires, and they
receive a tailored strategy for their company. The purpose of the strategy is to function as a guideline
for the client and other stakeholders involved.
Furthermore, the substantiation is presented as evidence of knowledge and support findings and
decisions that were taken while the product was developed. The substantiation contains information
that is not presented in the professional product. However, all the information presented in the
substantiation was essential for the advice.
Lastly, an evaluation of the researcher’s professional performance at the company is provided.
Concluding the evaluation, the client shows gratitude for the professional product and the researcher’s
input during the Young Professional Semester.
,Table of Contents
1. Professional product .............................................................................................................. 9
2. Substantiation ...................................................................................................................... 37
2.1 Introduction of substantiation .................................................................................................... 37
2.2 Management question of the client ........................................................................................... 37
2.2.1 Current situation and specific management question ...........................................................................37
2.2.2 Desired situation ....................................................................................................................................38
2.2.3 The management question in a broader context ...................................................................................39
2.2.4 Trends and developments .....................................................................................................................39
2.3 Solution Strategies....................................................................................................................... 40
2.3.1 Why this product? .................................................................................................................................40
2.3.2 What is the function of this product? ....................................................................................................41
2.3.3 Why is this product solving a problem? .................................................................................................41
2.3.4 Pros and cons of choices made in the product ......................................................................................41
2.4 Use of Knowledge ........................................................................................................................ 42
2.4.1 Required Knowledge ..............................................................................................................................42
2.4.2 Knowledge collection .............................................................................................................................43
2.4.3 Findings ..................................................................................................................................................44
2.4.4 Use of results .........................................................................................................................................48
2.5 Discussion .................................................................................................................................... 50
2.6 Stakeholders ................................................................................................................................ 51
2.7 Finance ......................................................................................................................................... 53
Bibliography .......................................................................................................................... 54
Appendices ............................................................................................................................... 58
Appendix I: AAOCC- model................................................................................................................ 58
Appendix II: Interview preparation ................................................................................................... 60
Appendix III: Interview guide ............................................................................................................ 61
Appendix IV: Table with open and axial coding of interviews ......................................................... 64
Appendix V: Focus group preparation .............................................................................................. 67
Appendix VI: Focus group guide........................................................................................................ 68
Appendix VII: Focus group summary ................................................................................................ 69
Appendix VIII: Interview transcript 1 ................................................................................................ 73
Appendix IX: Interview transcript 2 .................................................................................................. 84
Appendix X: Interview transcript 3 ....................................................................................................96
Appendix XI: Interview transcript 4 ................................................................................................ 106
Appendix XII: Interview transcript 5 ............................................................................................... 120
,List of abbreviations
PLHA NAME BAR
USP Unique Selling Point
SEO Search Engine Optimization
SWOT A model used to analyse Strengths, Weaknesses, Opportunities, and Threats
eWOM Electronic Word of Mouth
PP Professional Product
PR Public Relations
UGC User-Generated Content
B2B Business to Business
ICT Information and Communications Technology
Ad Advertisement
ROI Return On Investment
7
,List of tables
Table 1: Information about assessment criteria 37
Table 2: Pros and cons of choices made in the professional product 42
Table 3: Change management 52
8
,1. Professional product
MARCH
2024
DIGITAL MARKETING
STRATEGY
Young Professional Semester
Saxion University of Applied Sciences
Made by
X
1
9
, FIGURE OF CONTENT
YOUR
DIGITAL MARKETING
STRATEGY
PERSONAS
SWOT ANALYSES
USP
CONTENT
MARKETING
SOCIAL MEDIA
MARKETING
WEBSITE
ADVICE
SEO
REPUTATION
MARKETING
MANAGEMENT
OF DIGITAL
ADVICED COSTS MARKETING
POTENTIAL
REVENUE
RESPECTED FINANCE
BUDGET
2
10
, CUSTOMER PERSONAS
Hans Sarah Max
Age: 50 Age: 32 Age: 21
Gender: Male Gender: Female Gender: Male
Occupation: Entrepreneur and Occupation: HR manager Occupation: Student, part-time food
carpenter Her story: Sarah is not married, and truck operator
His story: Hans is a married man, with she doesn’t have any children. She is His story: Max is a business student
three children. He has his own a young professional. Her hobbies are with a passion for good food, craft
business and works very hard. He is photography and baking. She loves beer, nature, and hiking. Max is a bit of
always looking for a great place to her job and enjoys going on Fridays a “hipster” and aims to become a full-
relax after a long week. He has a after work for a drink. Sarah likes to time entrepreneur. Max goes out
group of male friends in his age, who try new places but has her favorites. regularly with his friends. He seeks
he likes to meet up, once or twice a Typically Sarah goes out with one or relaxed places to begin his evening,
month. Good ambiance and friendly two friends. Sarah seeks good wine from where he usually likes to go to a
service are very important factors to and beer, and her ideal setting is on a more busy place with live music and
him. He is mindful of sustainability, terrace. When Sarah is not meeting dancing. Max is an expert on beers and
therefore he appreciates quality her friends, she likes to go on dates likes to order culinary experiences,
products that come from local to places with a quiet and romantic such as a beer tasting. Max is an easily
sources. Hans’s evening out wouldn’t ambiance. pleased customer, who doesn’t require
be complete without some beer Digital readiness: Sarah is very tech- much attention.
snacks such as a sausage and a savvy. She is active on multiple social Digital readiness: Max is young and
cheese platter. media platforms, but her most used dependent on technology. He has
Digital readiness: Hans likes to read one is Instagram. She likes to share a Facebook, Instagram, and Snapchat,
the news and learn new things on the lot of content with her followers. but he does not post content too
internet. He has Facebook and uses it When Sarah goes out, her followers often. However, due to social media,
daily to be connected with friends will know about it. he knows about everything happening
and to check on his favorite Her needs: Quiet place to talk, in his surrounding. Max likes to rate
businesses. cleanliness of an establishment, places he visits, and share his
His needs: Personal interaction, employee knowledge of their experience with others.
quality beer, snacks on the menu, products, Instagram-able ambiance His needs: Young and lively
early afternoon opening hours environment, good quality products,
late opening hours 3
11
, SWOT ANALYSIS
STRENGHTS WEAKNESSES
• New business • Off-sight entrance
• Excellent location in the busiest area of • Limited parking (closest parking garage is
PLACE, right off the main shopping 700m away)
street • No meals on the menu
• Locally-sourced menu items • Modest advertising budget
• Own brewed beer • Limited opening hours (Friday, Saturday,
• Strong partnership with suppliers and Sunday)
• Strong customer retention • New business that opened in
• Moderately high online reviews unfortunate times (Covid-19 crises)
• Highly motivated workforce • Low brand awareness
• Green and spacious city garden • Low online presence and activity
• Private and quiet location • No own website
• Low competition with similar concept
• Unique and charming interior
• Indoor and outdoor seating
NAME BAR
OPPORTUNITIES THREATS
• Loyal returning customers • Slower growth due to Covid-19 measures
• High exposure location in hospitality
• Growing consumer interest in craft and • Continuation of Covid-19 hospitality ban
special beers • Disruptive new competitors
• Growing consumer interest in locally • Key competitors (Proeflokaal Puik, Café
produced food de Flierefluiter, De Graaf van Vlaanderen)
• Potential for partnerships with local gaining larger market share
suppliers • Receiving poor reviews
• Attracting new customers through digital • Declining economic conditions
marketing efforts
• Creating stronger brand awareness as a
result of applied digital marketing
strategy efforts
• Clearer differentiation of product
offering, building competitive advantage
4
12
