Digital Marketing Strategy For Space2b

Company and Market Description

Space2b is one of its kind, an art and a design social enterprise which has been established to support people who are actively seeking asylum, refugees and are newly arrived migrants looking forward to become financially independent. Space2b achieves its objectives through creative enterprise, workplace training and business monitoring. The company offers opportunity to the migrants to build on their traditional skills and knowledge, attain confidence and walk through the steps of financial independence.  Space2b provides a unique space for needy people to come together in order to acquire business acumen and skills to build relationship and make connections amongst themselves (Space2b, 2018).  The competition in the industry is limited and has tremendous growth opportunities to expand its base.

The company which operates in co-working space is doing a noble job by providing opportunity to the people in need and make them stand firm on the ground and walk towards the path of financial sustainability. Thus, in order to do so, Space2b has to create Internet strategy in sync with its business objectives to not only increase the brand awareness but also to facilitate the co-creation of resources for the overall development of the organization and its people.

Situation analysis refers to a collection of methods which is used by the organization to assess the internal and external business environment to understand the organizational capabilities, customer and the business environment(Clarke, Friese & Washburn,2017)

MICRO environmental analysis comprises of the 6 forces which might affect the capabilities of the organization to serve its customers and can also affect the business entity in existence.

Political environment can have both positive and negative impact on the organization. Political stability in the nation helps the business organization to grow and sustain its business model. Space2b benefits mostly due to the highly stable political environment, moreover the government has less regulation in the industry which gives the company an opportunity to leverage its capabilities (Morris & Metternicht, 2016).

Australia has a population of over 24.6 million and is a highly multi-cultural country in existence. Australia has a high disposable income and good purchasing power parity. However, there are lot of immigration in Australia predominantly after the WW2. Inflation in the country is in control, and the rise in disposable income of people is a win-win for Space2b (Islam & Mamun, 2017).

Australia is one of the most multi-cultural countries in the world, and the people in the country are mostly overseas. Society plays a very important role in the development of culture in the country and similarly in the organization. Australian culture is inspired by the European culture and has one of the most advanced nations of the world. Need for space in Australia is ever increasing due to the higher prices of the land, hence, Space2b is doing  a terrific job in helping the people in need and providing them a space to work and develop their skills(Sargeant & Jay, 2014).

Current Marketing Strategies and Competitive Environment

Advancement in technology is one of the strong reasons for the growth of business organization, particularly the e-commerce sector. Growth in technology and rapid penetration of the internet and social media technology is a contributing factor in the growth of Space2b.

Australia has very strong rules pertaining to biasness, discrimination and fair work policy, thus it is important for Space2b, to work within the purview of legal framework in order to maintain its stronghold in the legal environment.

Every country is focussing on sustaining the environment to provide for the natural resources for the future. Space2b works in the space where it has limited impact on environmental sustainability; moreover the company has to take certain initiatives as a part of its CSR activity to help the environment (Turner, 2016).

A Porter 5 force is a useful strategic framework which is used to assess the market attractiveness and the profitability of the organization (Grant, 2016). In accordance to the framework the forces can be seen as:

Bargaining power of customers is low in case of Space2b, as the organization is in the space where it provides opportunities to the needy people to grow work and mentor them to work side by side with the designers and stand on their feet. Low bargaining power of customers means that people can easily come and join the movement of Space2b

Space2b has its own retail space which provides a platform to the immigrants and the people looking to go into asylum and helps them in gaining financial independence. The organization as such is not dependent on any suppliers and has everything in house.

Due to less initial investment, the threat to the new entrant is moderate. However, due to limited revenue potential in the industry, the threat subsides to low. The concept of Space2b is noble and it wants to help the people in need, the company sells the product supplied by these people and give them maximum revenue, while keeping only a limited amount in hand to manage its expenses.

The only competitive rivalry are the artisan stores in Australia, but the prices charged for the products are higher in comparison to the products being sold at Space2b, implying very little competitive rivalry in the industry ecosystem.

The only threat to Space2b’s offering is better artisan products at a cheaper price; moreover the company is working in the space which nurtures the talent of the immigrants and the people who are looking for financial independence.

Micro and Macro Environment Assessment

Capability analysis is conducted to assess the financial and operational ability of the said business model.

Space2b has plethora of business partners which help the organization to achieve its mission of providing people with financial independence. The financial resources are being provided by the business partners, who in turn get a share of revenues for the sale of the artisan’s goods being sold at the company’s retail outlet (Porter, 2016).

Operational capability of the organization can be understood as the sum total of its resources required to manage the business operations. The organization gets immense support from the NGO and business partners who provide for resources to meet the desired objectives of the organization (Baldi & Gabrielii, 2015).

SWOT analysis is a micro environmental analysis which helps to assess the strength and weakness of the company which is internal to the organization and help in creating proactive strategies for the opportunities and threats which are external to the organization (Suh, 2014).

• Unique and noble concept with a sustainable business model.
• Human approach in helping the people in need.
• Providing financial independence to immigrants, people speaking asylum and so on.
• The retail presence of Space2b gives impetus to the efforts of the artisans.
• Identifying the opportunity beyond citizenship.

• Limited potential of revenue growth.
• Small and Medium scale enterprise, restricting the growth opportunities of the organization.
• The profits is not harvested in creating new investment opportunities, but is pulled back to provide more resources to the refugees, immigrants and needy people.

• Growth in the sentiments of the people to come forward to the help of the people in need.
• The future prospect of Space 2b is increasing due to the increasing awareness of the charitable organization.
• Increase in efforts by the government to support such charitable organizations.

• Regulation of Australian government in the charitable organization.
• Merger of the existing charity with government charity of the country.

Objectives are the first step towards building a strong culture in the organization; it also helps the organization to walk on a pre -determined path with much focussed attention to attain the goals of the business organization. In order to do so, it is very important to create SMART goals for the organization, as it helps in clear defining of the goals with the timelines.

 SMART goals framework sets the base of setting up the goals and objectives of the organization. The understanding of SMART goal can be seen as:

• Specific- The goals have to be really specific in nature, explaining the goals in quantitative figures.
• Measurable- This is a parameter which states that the goals have to be measurable.
• Attainable- The goals should be set in such a way that they are highly attainable.
• Realistic- The goals have to be realistic and not to set on unreal grounds.
• Timeline- The goals have to be based on specific timelines that is the timeline of the goals have to be defined (Ogbeiwi, 2017).

Parameter	Goals	Evaluation
Specific	· Increase the brand awareness of Space 2b by a factor of 10X. · Improve the web presence of the organization with more pictures, reduced loading time of the website and work towards the UI/UX of Space 2b. · Increase the likes, follower on the social media page by a factor of 5X. · Increase the conversation and engagement on the social media pages by 5X. · Increase the number of post to at least 4 in a day. · Starting up with influencer marketing by getting on board a face recognized by majority in Australia. · Increase the traffic on the website by 5X	· Monitoring and feedback process. · Data analysis. · Social media analysis · Sentimental analysis · Review the goals after every quarter.
Measurable	The goals can be measured by the website traffic, feedback from the consumers, and usage of data and social media analytics.
Attainable	The goals are highly attainable as they are set with optimistic scenario and after the analysis of the existing business environment.
Realistic	The goals are highly realistic and can be achieved by sustained focus on the goals.
Timeline	The timeline to achieve the goals is decided to be 12 months, that is 1 year

It is extremely important to create digital strategies in sync with the business objectives of the organization. Alignment of strategies helps in co-ordinating the efforts of the business towards the accomplishment of the business goals and objectives. Digital ecosystem is ever evolving, and Space 2b has to ensure that it leverages the growth of digital and social media channels to increase the brand awareness of Space 2b and help the organization in moving to a sizable revenue and help the people in need.

Strategy	Implication
Facebook Strategy	· Daily 4 post from Space 2b to its target audience. · Promote the organization through the Facebook posts. · Try to build an engagement with the target audience on the social media platform. · Build a positive sentimental analysis of the company. · Social listening of the company page. · Organizing contests and quiz for better engagement.
Website Strategy	· Improve the loading time of the website. · Improving the refresh time of the company website. · Improve the UI/UX of the website. · An option of Action to call and capture the detail of the person visiting the website.
YouTube	Creating a channel by the name of Space 2b, and promote the company by uploading videos of people work in the organization.
Twitter	Influencer marketing- Finding an influencer to promote the products of the company.
Digital Marketing	Tie up with various website selling off artisan items, clothes, household and other stuff with the purpose of increasing traffic on website.

Segmentation can be understood as breaking down the large consumer audience into specific customer segments for better targeting and positioning for the marketing strategies (Armstrong et. al., 2015). The market segmentation is as follows:

Migrants- These are the group of people who are migrating to Australia with an intention to earn their livelihood, or to harness a skill for their professional development.

Individuals- These are the people who are already staying in Australia, and looking to earn their livelihood by developing some skills to develop products.

Opportunities in Digital Environment and Relevant Frameworks

NGO- Space 2b wishes to target the people staying in the NGO and is totally dependent on the charity received by the organization. The company wants to provide them with skill to become financially independent.

Targeting

Targeting is the process of further breaking down the market segments in order to push the marketing promotions to the target audience. The target segment broadly for Space 2b is as follows:

• Demographics- Sydney, Melbourne, Canberra, Victoria.
• Both Male and Female
• Age- 16-35 – Millennial
• Type-Migrants, Refugees, Domestic population.

As the name suggests, brand positioning can be understood as the place in consumers mind in context to the company. It is a reflection of how the consumers feel about the business organization. A very strong brand positioning is a reflection that the business organization has a strong and unique brand image in the mind of the consumers (Larsen, 2015). The brand positioning of the company is as follows:

• Helps in skill enhancement and enlargement
• Helps in providing financial independence to the people in need.
• A charitable organization working towards the development and upliftment of the society.
• Create product which showcases the people in good light.

Value Proposition- Value proposition can be referred to as the business statement which summarizes why a customer should use the product and service of the company. The value proposition of Space 2b is “Create a world where people are financially independent by creating products useful for the cohort”.

Customer engagement strategy is the reflection of the targeted content pushed to the target audience using the tools of social media and digital marketing. The content, customer engagement and retention strategy can be summarized as:

Particular	Content Strategy	Engagement Strategy	Retention Strategy
Facebook	Create and publish post which would take the attention of customer to the noble cause	Consistent posting of the content with good social listening skills	Communicating with the customers by building relationship on the basis of trust.
You tube	Creating and posting multiple videos on the company’s channel, the video should have the discussion on the lives of people making the product and how they make it	Replying to people comment on the channel, and more targeted content to people who have liked and subscribed the channel	Liking the comment of the people who replied and building a relationship with them.
Twitter	Using an Influencer to promote the company’s product and the promote the noble concept of the organization	Tweet and retweet the audience tweet and following them	Follow and like their Twitter handle.
Linked In	Linked in is another platform which supports such charitable causes and helps to get in touch with more partners for further investment in the business.	Posting high targeted content in groups with charitable organization and people interested in Charity	Opening a dialogue with the target audience on Linked in.

Integrated communication strategy in the case of Space 2b is focussed only on Social and digital media marketing. Due to limited budget, and the target audience, social and digital media platform is the best strategy to communicate effectively with the customers and potential partners. The social media channels will help the organization in achieving its goals and objectives and establishing strong communication with them.

• Facebook- Awareness, engagement and conversion
• You tube- Awareness and engagement, traffic on the website
• Linked in-Awareness and engagement.
• Twitter- Awareness and engagement

The implementation strategy for the above mentioned digital plan of Space 2b is as follows:

• Hire a team of 4 individuals- one focussed towards each platform.
• The in –house team to share daily engagement and conversion report with the management boards.
• Graphics and post to be approved by the team leader.
• The implementation has to start from 1/07/2018.

A plethora of social media and digital marketing channels are to be used exclusively to create the brand awareness, increase the engagement with the potential partners and customers and to ensure an action to call for the interested customers. The digital marketing mix for Space 2b is as follows:

(Source: Jackson & Ahuja, 2016)

Type of Media	Media vehicle/Channel
Earned Media	· Reviews · Media coverage · Guest posts · Mentions · Social shares · Influencers (Free)
Paid Media	· Pay per click · Display ads · Remarketing · Retargeting · Paid social · Native ads · Paid influencers
Owned Media	· Website · Blog · Email marketing · Social media pages

This is another important step which ensures the attainment of the said organizational objectives. Organizations have to create Action and control plan to review and monitor the success of the campaign or advertisement in sync to the SMART objectives set for the organization.

The action plan for Space 2b is as follows:

• Daily monitoring of the implementation strategy and review on the progress from the in-house team.
• Assessment of the weekly update from the team by combining all the numbers achieved.
• Review of the performance and tweaking the strategy of the campaign.
• Better profile targeting of the consumers based on their online behaviour and interests shown in the organization.

E-marketing Strategy Based On the SOSTAC Model

The campaign of space 2b is entirely digital, thus the following metric will be used for the analytical assessment of the objectives:

CPM-Cost per impression- It is a reflection of number of times the ad is popped up on social media and other web sources.

PPC-Pay Per click-This is the amount Space 2b has to pay, for getting one click on its link and getting a potential customer on the platform.

CTR-Click through rate-It is the ratio of users who click on a specific link to the number of total users who view web page, mail, advertisement and so on.

Other analytical assessment include Number of likes, Fans, Traffic on the website, social mention, Tweet and Retweets.

Conclusion

SPACE2B is a charitable organization which is working in the space of providing financial independence to Migrants, refugees and people who want to enhance their skill set by being creative and designing artisan and household products for the benefit of the society. SPACE2B is a very unique business model and works towards the sustainability of people in need. Social media marketing using the tools of Facebook, Twitter, Linked-in, blogs and website optimization will help the organization in achieving the desired outcomes and success.

References

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SPACE2B (2018). About Us [Online]. Available at: https://space2b.com.au/about-us/ [Accessed on 06 June 2018].

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