Revitalizing GastroBar Saimaa : expanding its online presence using content creation
Maloney, Chris; Pham, Minh (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120332282
https://urn.fi/URN:NBN:fi:amk-2024120332282
Tiivistelmä
This thesis is designed around Expanding GastroBar Saimaa’s online presence using digital content, a student-run, theme-based pop-up restaurant at LAB University of Applied Sciences. The challenge in building a consistent, engaging online presence lies primarily in the very nature of experiential learning, via theme-based activities. The study aimed to boost GastroBar Saimaa's digital branding through better visual materials and the implementation of tailor-made marketing plans.
Through the theoretical frameworks of digital marketing, branding, and content creation, this study used the REAN model to advance content development and dissemination processes in engaging the audience. The combination of professional photography and videography with graphic design consistent in visual identity, including the watermark of GastroBar Saimaa, was necessary. The event promotion and engagement of the audience happened mostly on Instagram and Facebook.
The project has considerably improved online presence, audience engagement, and event attendance while creating a sustainable framework for future digital management. The key recommendations include website optimization, email marketing exploration, and longitudinal analysis of engagement.
This research shows the strong impact of customized digital marketing plans for niche businesses by providing a branding and content creation model for the hospitality and education sectors.
Through the theoretical frameworks of digital marketing, branding, and content creation, this study used the REAN model to advance content development and dissemination processes in engaging the audience. The combination of professional photography and videography with graphic design consistent in visual identity, including the watermark of GastroBar Saimaa, was necessary. The event promotion and engagement of the audience happened mostly on Instagram and Facebook.
The project has considerably improved online presence, audience engagement, and event attendance while creating a sustainable framework for future digital management. The key recommendations include website optimization, email marketing exploration, and longitudinal analysis of engagement.
This research shows the strong impact of customized digital marketing plans for niche businesses by providing a branding and content creation model for the hospitality and education sectors.