Enhancing Digital Marketing for Art House Cafe: A SWOT Analysis

School

Algonquin College**We aren't endorsed by this school

Course

RET 2211

Subject

Communications

Date

Dec 9, 2024

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Uploaded by ProfMaskGazelle46

Group MembersKayiranga Shema, EnzoJayno, LourdesNguyen, Thi My TrangPembele, DanielSingh, Manjeet

Professor: Andrew FaulknerDigital Online Assessment CLIENT: The Art House CafeContentsEXECUTIVE SUMMARY.................................................................................................................................................2SWOT ANALYSIS...........................................................................................................................................................3WEBSITE ANALYSIS.......................................................................................................................................................4SOCIAL MEDIA ANALYSIS FOR THE ART HOUSE CAFÉ...................................................................................................5ADDITIONAL DIGITAL STRATEGIES................................................................................................................................6DIGITAL MARKETING OBJECTIVE..................................................................................................................................7CONCLUSION..............................................................................................................................................................10REFERENCES...............................................................................................................................................................10........................................................................................................................................................1

APPENDIX 1: SWOT ANALYSIS................................................................................................................................10APPENDIX 2: WEBSITE ANALYSIS – THE ART HOUSE CAFÉ......................................................................................13APPENDIX 3: BREAKDOWN OF CURRENT DIGITAL MARKETING STRATEGIES.........................................................24APPENDIX 4: THE ART HOUSE CAFÉ........................................................................................................................242

EXECUTIVE SUMMARY This document presents an in-depth examination of Art House Cafe, a venue located in Ottawa that was founded in 2017. Art House functions as a café, gallery, and event space, featuring the works of more than 100 local artists. Its mission is to promote creativity through diversity and collaboration. A SWOT analysis was performed, revealing strengths in community engagement within the art sector, while also identifying challenges related to enhancing its digital footprint. Recommendations include improvements to the website, specifically in termsof search engine optimization and mobile usability. Additionally, the social media strategy should prioritize increased posting frequency and community interaction to boost brand awareness and participation in events.SWOT ANALYSIS The table presents an analysis of the Art House Café’s Strengths, Weaknesses, Opportunities, and Threats. For complete results of the SWOT analysis, refer to Appendix 1. Strengths Weakness It has a unique and diverse menu asthe café features a variety ofvegetarian and vegan options,caters to a broad range of dietarypreferences and sets them apartfrom competitors.The café's limited online orderingsystem and weak digital presencerestrict their ability to attract andserve customers seekingconvenience and engaging remoteexperiences.The café is community-focused branding and art-centered offerings attract customers looking for experiences beyond a typical café visitThe café's art-focused theme may limit its appeal to a broad audience, and an insufficiently targeted and underutilized marketing strategy further hinders its ability to boost brand awareness and compete effectively in the crowded café market.3

Opportunities Threats Investing in digital marketing, including social media ads and influencer collaborations, can help the café attract a larger, younger audience.Developing an online ordering system and partnering with food delivery services, along with hosting virtual art workshops or live-streaming events, can expand the café's reach, generate additional revenue, and foster greater community engagement.Promoting seasonal offerings on social media and collaborating with local artists for events can drive foot traffic and strengthen the café's brand identity.(Garner, n.d.)The café industry faces intense competition, with many options available to customers. Established chain cafés pose a significant challenge to independent businesseslike The Art House Café.Consumer preferences are continually evolving, influenced by trends and lifestyle changes. The demand for experiential dining may face obstacles due to economic uncertainties or shifting habits in the aftermath of the pandemic.Relying on locally sourced ingredients could lead to increased operational costs, especially if prices rise or supply becomes inconsistent.(Garner, n.d.)Market Opportunity Art House Caféis well-positioned to take advantage of the increasing interest in local and artisanal experiences within Ottawa's culinary and artistic landscape. By improving its online visibility through social media channels such as Instagram and Facebook, Art House can actively connect with its community and highlight local artists and events. The café can benefit from the growing consumer trendof supporting local enterprises and the arts, which can enhance customer loyalty and boost visitor numbers. Furthermore, the anticipated expansion of the café and arts sector in Canada may strengthen Art House's market standing and revenue potential.WEBSITE ANALYSIS The client: The Art House Café’s website (https://www.thearthousecafe.ca/contact)provides an overview of their offerings, featuring sections like "Home," "Menu," "Events," "About," and "Contact." The navigation is simple but lacks depth, with limited sub-pages and a few interactive features. While social media icons are present, the website does not integrate live feeds, missing an opportunity to engage visitors dynamically. Improvements could include adding a blog tokeep content fresh and integrating more detailed descriptions of their art community and locally sourced offerings. Pageload speed also needs optimization by compressing images and minimizing scripts. Additionally, enhancing mobile responsiveness, adding prominent calls-to-action like "Order Online," and integrating online ordering or reservation 4

systems could significantly boost user engagement. Implementing analytics tools would also help refine content strategies. The competitor 1: Wise Town Café's website, wisetown.cafe, offers a welcoming and informative online experience designedto engage visitors and promote its offerings. The homepage introduces the café's unique atmosphere and quality selections of coffee and food through high-quality images and engaging text. The prominently displayed menu showcases a diverse range of items, with detailed descriptions and appealing visuals to aid customer choice. An online ordering feature allows for convenient pickup or delivery, enhancing customer satisfaction. The events calendar highlights upcoming community gatherings, fostering local engagement. A loyalty program section encourages repeat business by detailing how customers can earn rewards. Additionally, a blog may feature articles about coffee culture and updates, enhancing SEO and customer engagement. Social media links promote community interaction, while easily accessible contact information facilitates inquiries. The visually appealing design reflects the café's brand identity, making the website a comprehensive platform for customer engagement and community buildingThe competitor 2 The Bulldog Café'swebsite, thebulldogcafe.com, offers a user-friendly experience, showcasing various features designed to engage visitors and promote its offerings. The homepage provides a warm introduction, emphasizing the café's ambiance and unique offerings through high-quality images and promotional content. The menu section displays an array of food and beverage options, complete with detailed descriptions and pricing, helping customers make informed choices. Additionally, an events calendar highlights upcoming activities and community engagement opportunities, fostering a sense of belonging. The site also features an online ordering system for convenience, allowing customers to place orders for pickup or delivery. A loyalty program section encourages repeat business by informing customers about rewards and exclusive offers. Social media links facilitate connections, while easy access to contact information ensures customers can reach out with inquiries. Overall, the visually appealing design enhances customer engagement and promotes a vibrant community around the café. ConclusionIn all, the Starbucks website effectively communicates its brand values and offerings; however, there is room for improvement in terms of loading speed and mobile responsiveness. Once these changes have been affected and through lessons learned fromcompetitors, it will indeed upgrade the Starbucks website online, thereby improving customer engagement.SOCIAL MEDIA ANALYSIS FOR THE ART HOUSE CAFÉArt House Café employs Instagram and Facebook as tools for audience engagement. Nevertheless, the effectiveness of these platforms differs considerably, with Facebook demonstrating a markedly higher level of success in terms of both followers and engagement compared to Instagram.The table below outlines the major messaging and frequency of posting on the Art House Café sites. Refer to Appendix 5,6,7,8 for detailed social media analysis of Art House Café.Art House Café Facebook Community Engagement: Encourage user-generated content by prompting followers to 5

share their experiences at the café.Event Promotion: Use event pages for upcoming concerts and workshops to boost attendance and facilitate easy sharing among followers.Strong presence with 6,000 likes and 7,000 followers.Posts regularly highlight events, art, and community engagement, drawing strong interaction from the audience.Instagram  Key messages: Featuring events, food, and local art. Currently has 27 followers and 300 likes, with low engagement. More frequent, interactive content is needed to grow the audience and boost visibility. ContentIdeas: Share artist spotlights and create pollsor Q&A sessions in Stories to foster community interaction. VisualStrategy: Focus on high-quality, visually appealing images and videos showcasing the café's ambiance and unique offerings.Recommendations Instagram: Aim to enhance posting frequency to 3-4 times weekly, prioritizing high-quality visuals and engaging formats such as Stories and Reels to foster greater audience interaction. Facebook: Maintain the momentum of the substantial follower base by posting regularly (3-5 times perweek) to promote events, share artist narratives, and highlight community activities. Increase engagement through interactive features like polls, comments, and targeted event promotions. Google My Business: Verify that all business information is precise and current, including contact information, operating hours, and available services. Consistently share updates regarding new events, exhibitions, and special offers. Encourage positive customer feedback to improve SEO and establish trust with potential customers. Directional Statements for Each Platform: Instagram: Art House Café will concentrate on creating visually captivating posts that showcase art exhibitions, events, and community narratives to cultivate a stronger following and boost engagement. Facebook: Leveraging its robust existing audience, Art House Café will continue to strengthen community ties through consistent posts, event promotions, and artist highlights, while enhancing interaction with targeted advertisements and content centered around events. Google My Business: Art House Café will maintain an active profile to improve local SEO, ensuring easy discoverability. Regular updates and customer testimonials will contribute to building the café’s reputation and attracting new Clients." 6

ADDITIONAL DIGITAL STRATEGIES The bulldog café(competitor 1) The Bulldog Café’s digital marketing is weak, which limits their engagement. Their search ranking is low because of poor SEO and an outdated, non-mobile-friendly website. They get positive reviews on Google and Yelp but don’t respond much, showing moderate activity. They don’t have an app or use food delivery platforms, leading to low engagement there. They also rarely use digital ads, missing chances to reach more customers. Their email marketing is almost non-existent, showing little effort in this area. wise town Café(competitor 2) The Bulldog Café’s digital marketing is limited, which affects their engagement. Their search engine ranking is low because of poor SEO and an old website that isn’t mobile-friendly. Showing only moderate activity they don’t have an app or use food delivery platforms, leading to low engagement there. They also rarely use digital ads, missing chances to reach new customers. Their email marketing is almost non-existent, showing very little activity in this area. The art House café (client) The Art House Café uses several digital marketing tools but could improve. Their search engine presence is decent due to local SEO efforts through Google My Business, though their website lacks advanced SEO. They are active in managing online reviews on Google and Yelp, showing strong engagement there. However, they don’t really have a mobile app and are barely present on food delivery platforms, leading to low activity in those areas. They occasionally run Facebook ads for events, but this isn’t done regularly. Email marketing is weak, with no consistent newsletters or promotions sent to customers, missing a chance to keep them engaged. DIGITAL MARKETING OBJECTIVE Increase Mobile App Orders 25% in 6 MonthsSpecific:The Art House Café aims to attract convenience-seeking customers by enhancing its mobile app user experience. Bypromoting easy navigation, quick reorder options, and order-ahead features, the café will deliver tailored marketing messagesthat highlight how the app streamlines the ordering process and improves the overall customer experience.Measurable:The Art House Café aims to achieve a specific target of a 25% increase in monthly orders within six months. We will track key performance indicators (KPIs) such as the number of app downloads, order frequency, and total revenue generated through mobile orders to assess progress effectively.Achievable: By improving the application user experience, offering personalized promotions, and effectively communicating mobile-only deals, The Art House Café aims to make this goal attainable.7

Relevant:Identifying the customer base of the café as busy sales staff, who use the mobile app to order food from The Art House Café, helps customers save time and enhances their overall experience.Time-bound:This objective can be achieved within six months for The Art House Café.Increase the Coffee Shop Loyalty Program Engagement by 15% over a 4-month Period.Specific:Stimulate loyalty program participation through in-app promotions and notifications such as 20% off for app installers,points earned for every purchase.Measurable:Track the increase in loyalty program sign-ups, the number of rewards redeemed, and the total points earned bycustomers at The Art House Café. Aim for a 15% increase in these metrics over the 4-month period.Achievable:Implement a marketing campaign that highlights the loyalty program by advertising through social media and in-store promotions. Offer additional loyalty points for customers who use the mobile app to place orders more frequently,encouraging engagement and participation in the program at The Art House Café.Relevant:Customers at The Art House Café frequently use e-wallets for payment, allowing them to earn points through theloyalty program seamlessly. This integration not only enhances their convenience but also incentivizes them to make repeatpurchases, driving engagement with the café's offerings while maximizing the benefits of the loyalty program. Time-bound:The Art House Café aims to boost loyalty program engagement by 15% within four months through targeted promotions and timely evaluations for effective adjustments.Increase Social Media Engagement by 20% within 3 monthsSpecific:The Art House Café will increase engagement with its target audience on Instagram and Facebook by regularly sharingcontent related to customer interests such as fitness, connection, and technology. This includes posting health-focused menuitems, connecting event announcements, and tech tips related to ordering or using the app, promoting a more engaging onlinepresence.Measurable:The Art House Café will measure engagement by tracking metrics such as likes, shares, and comments on each socialmedia post, as well as tracking the growth of followers on Instagram and Facebook. This data will help assess how well thecontent is engaging the salon’s target audience.Attainable:The Art House Café will boost engagement through targeted advertising, partnerships with local influencers, and user-generated content initiatives, fostering a lively online community and improving customer interaction with the brand.Relevant:The Art House Café's social, network-oriented audience will engage positively with resonant content. Encouraging sharing can enhance interactions among core customers and their networks, building a strong community around the brand.8

Time-bound:The goal of increasing engagement levels at The Art House Café will be achieved within a three-month timeframe.This period allows for the effective implementation of targeted strategies and the opportunity to assess their impact on audienceinteraction.The marketing mix elements that support the objectives for The Art House Café include.1.Product: Focus on enhancing the mobile app experience and loyalty program that are directly related to the café’s services, ensuring they meet the needs and preferences of customers.2.Price: By implementing loyalty benefits and promotional campaigns, The Art House Café can create perceived value, encouraging repeat purchases and engagement.3.Location: The emphasis on mobile ordering via the app increases convenience, making it easy for customers to access the café’s products and services, no matter where they are.4.Promotion: Targeted advertising campaigns, social media engagement, and partnerships with local influencers will effectively raise awareness and stimulate interest in the café’s services and loyalty program.5.People: Emphasizing understanding customer demographics, such as professionals, helps coffee shops tailor their marketing strategies to effectively appeal to their target audience.Market opportunity: To ensure that The Art House Café’s marketing objectives are consistent with overall market opportunities, the following strategies can be employed:1.Targeting Health-Conscious Consumers: Given the rising trend of health and wellness, The Art House Café can focus on offering organic and nutritious menu options, appealing to health-conscious customers. This aligns with market opportunities emphasizing healthy eating and lifestyle choices.2.Leveraging Technology: With an increasing number of consumers preferring mobile ordering and contactless payments, enhancing the mobile app experience is a strategic move. By investing in user-friendly technology, The Art House Café can tap into the growing demand for convenience and digital interaction.3.Building a community: The café can capitalize on the trend of localism and community engagement by hosting events, art exhibitions, or workshops that attract residents. This not only creates a sense of community but also positions The Art House Café as a cultural hub, fostering brand loyalty.4.Sustainability Initiatives: As more consumers prioritize sustainability, The Art House Café can implement eco-friendly practices, such as reducing waste and sourcing ingredients locally. This approach aligns with consumer values and market trends focused on corporate social responsibility.5.Social Media Engagement: With the increasing influence of social media on consumer behavior, engaging with customers through targeted campaigns and user-generated content can enhance brand visibility. This aligns with the market opportunity of reaching a broader audience and building brand advocates online.9

CONCLUSIONOur evaluation indicates that Art House Café possesses considerable potential, attributed to its distinctive combination of artistic expression, community activities, and culinary offerings. Although the café is already favorably situated within the local market, there are opportunities for enhancement, especially regarding its digital footprint. Improving search engine optimization, social media interaction, and online reservation systems could substantially increase both visitor numbers and brand visibility. By establishing specific goals, such as a 25% increase in website traffic, a 30% rise in social media engagement, and a 15% growth in email subscribers, these initiatives will enable Art House Café to broaden its influence and strengthen its position within Ottawa’scultural scene. REFERENCES Garner, J. (n.d.). The Art House Cafe. Retrieved fromhttps://www.thearthousecafe.ca/menuThe Bulldog Café. (2024). The Bulldog Café. Retrieved fromhttps://thebulldogcafe.com/about-usArt House Café Facebook (2024) https://www.facebook.com/arthousecafe613/Art House Café Instagram (2024) https://www.instagram.com/the_art_housecafe/Cafe, The Art House Menu, (2024) https://www.thearthousecafe.ca/menuCafe, The Art House The Art House Cafe Events, (2024) https://www.thearthousecafe.ca/eventsChu, Kaylee Top 15 employee retention strategies for keeping your best talent, (2023) https://www.achievers.com/blog/employee-retention-strategies/Gotenzo Rising Costs https://www.gotenzo.com/resources/insight/rising-prices-the-impact-of-inflation-on-restaurants/Hennigan, Laura Small Business Marketing in 2024: The Ultimate Guide, (2024) https://www.forbes.com/advisor/business/small-business-marketing/Instagram, Art House Cafe (2024) https://www.instagram.com/the_art_housecafe/Targosz, Andrzej Top 8 Event Management Mistakes & How to Learn from Them, (2022) https://info.6connex.com/blog/event-management-mistakes-how-to-learn-from-themYelp Top 10 Best Small Businesses Near Ottawa, Ontario https://www.yelp.ca/search?find_desc=Small+Businesses&find_loc=Ottawa%2C+ON10

APPENDIX 1: SWOT ANALYSIS Strengths Rationale Source Art House Café has a centrallocation at 555 Somerset St W, Ottawa, ON K1R 5K1, making it accessible toa diverse audience.Its convenient location can increase foot traffic and community involvement.(Cafe A. H., 2024)It offers a dynamic space asa café, gallery, and event venue.This blend attracts customers in search of a cultural experience, thereby improving their satisfaction and fostering loyalty.(Cafe T. A., Gallery, 2024)Art House Café sources ingredients locally and emphasizes sustainable practices.The incorporation of local products and sustainable practices corresponds with the increasing consumer demand for environmentally conscious enterprises.(Cafe T. A., 2024)They feature more than 100 local artists on a rotating schedule.Supporting local talent strengthens community connections and offers visitors a distinctive experience.(Cafe T. A., The Art House Cafe Events, 2024)Weaknesses Rationale Source The café's digital presence, particularly on Instagram, lacks engagement and visibility.Low follower count and minimal interaction suggest limited outreach, reducing potential customer acquisition.(Instagram, 2024)The online booking process for events and reservations is unclear.An efficient and intuitive booking system has the potential to enhance engagement in events and facilitate café reservations.(Cafe T. A., The Art House Cafe Events, 2024)Limited marketing budget restricts promotional efforts.A limited budget can restrict outreach and visibility, thereby affecting growth prospects.(Hennigan, 2024)Inconsistent event scheduling can lead to confusion among patrons.Uncertainty regarding event scheduling may discourage customers from arranging visits, which could influence attendance levels.(Targosz, 2022)11

Staff turnover can disrupt service quality.Elevated turnover rates may result in variable customer experiences and disrupt team unity.(Chu, 2023)Limited awareness of Art House TV as a digital platform.In the absence of robust promotional efforts, the potential viewership for Art House TV may go unrecognized.(Cafe T. A., 2024)Opportunities Rationale Source The growing demand for local and artisanal products offers a market advantage.Art House Café could capitalize on this trend by establishing itself as a premier location for artisanal cuisine and artistic experiences.(Cafe T. A., 2024)Expanding Art House TV, its digital platform, can attract a global audience.Virtual events and digital exhibitions offer a chance to extend outreach beyond Ottawa, thereby enhancing global brand recognition.(Cafe T. A., 2024)Threats Rationale Source Increasing competition from other local cafés and event spaces.The growing number of multi-functional spaces in Ottawa could draw customers away from Art House Café.(Yelp, n.d.)Rising operational costs, especially for sourcing local ingredients.The rising expenses associated with sustainable and locally sourced ingredients may affect pricing structures and overall profitability.(Gotenzo, n.d.)12

APPENDIX 2: WEBSITE ANALYSIS – THE ART HOUSE CAFÉ Home Page The homepage of Art House Café presents a warm and inviting introduction, emphasizing its primary functions as a café, gallery, and event venue. It encourages guests to discover a variety of fresh, locally sourced meals and specialty beverages, while also featuring the work of more than 100 local artists. Thewebsite underscores Art House's dedication to community involvement, highlighting forthcoming events such as workshops and concerts. Patrons are invited to engage with both the physical location and the online platform, Art House TV, which broadens the café’s influence by showcasing Ottawa’s artistic talent on a global scale.13

Events PageArt House Café's event page showcases a variety of community-oriented activities, including concerts, workshops, and art exhibitions. It functions as a focal point for exploring forthcoming cultural events, providing a venue for patrons to interact with local artists and enjoy creative performances. The page invites visitors to immerse themselves in the lively community experience, both in-person and via Art House TV.15

MenuThe menu page highlights Art House Café's dedication to utilizing fresh, locally sourced ingredients. It presents an array of house-made dishes, specialty coffee sourced from Happy Goat Roastery, and a thoughtfully curated selection of craft cocktails.16

ReviewsThe reviews section of Art House Café showcases testimonials from patrons who have enjoyed its lively ambiance, events, and dining options. Guests can explore comments regarding the café's menu, which emphasizes locally sourced ingredients, as well as its art exhibitions and community-focused activities. This section underscores the importance of customer satisfaction and reinforces the café's standing as acultural and social center in Ottawa, offering a glimpse into the favorable experiences of its visitors.Contact Us The contact page at Art House Café provides essential information for reaching out, including the café's address, phone number, and email. It also features a simple contact form where visitors can submit inquiries regarding events, gallery submissions, or general questions. Additionally, the page offers links 19

to social media profiles, ensuring multiple avenues for customer engagement and support.20

Website Performance(HubSpot Tools Website Grader)SEO 21

(HubSpot Tools Website Grader)Mobile (HubSpot Tools Website Grader)22

Security (HubSpot Tools Website Grader)Recommendations (HubSpot Tools Website Grader)23

APPENDIX 3: BREAKDOWN OF CURRENT DIGITAL MARKETING STRATEGIES Client: The Art House Café Digital Strategy (Tool) Description/Explanation Source - Citation Facebook • Key messages: Event promotions, artist highlights, community engagement. • 6,000 likes, 7,000 followers. • Consistent posting frequency of 3-5 posts per week. • Moderate to high engagement: Comments, shares, and likes on most posts.(Cafe, 2024)Instagram • Key messages: Art exhibitions, events, behind-the-scenes content. • 27 followers, approximately 300 likes. • Posting frequency: Needs improvement to engage audience. • Low engagement: Minimal likes and comments per post(Instagram, 2024)APPENDIX 4: THE ART HOUSE CAFÉ 24

Art House Café Facebookpage, with 6K likes and 7Kfollowers. Art House Café Instagrampage, with 300 likes and 27followers.25