Digital & Social Media Communication: Norwegian Sandwich Co.
Name: Caitlin Alina Anthony - 0383177
Module: Digital & Social Media Communication
Group: 1
Table of Contents
- Instructions
- Task 1: Brand Information
- Task 2: Content Ideation & Personas
- Task 3: Content Planning
- Results
- Weekly Updates
- Reflection
Instructions
Task 1: Brand Information
Group 1, Members:
- Caitlin Alina Anthony
- Chan Sueanne
- Cheryl Ann Maranan
- Jing Keyao
- Leia Nishimoto Rizal
- Lin Chenyi
Business: Norwegian Sandwich Co.
Figure 1.1 - Norwegian Cafe Location
Company Background/Story
Norwegian Sandwich Co, founded in 2010 by Julia Hong, is a café located on the 1st floor of block D of Taylor's Lakeside Campus. It has become the ultimate go-to spot for busy students, loved for its cozy ambiance, delightful sweet treats and simple yet satisfying meals. It is open Monday through Friday and is loved by Taylorians looking for a quick snack.
Products
- Fresh waffles with range of toppings.
- Variety of sandwiches: beef, chicken, egg, and vegetarian.
- Variety of drinks: coffee, milo, tea, etc. (hot and cold).
- 'Grab n Go' menu for lighter meals.
- Burgers, hot dogs, nuggets etc.
- Pastries
Target Market
Student & School Staff: Since Norwegian Cafe is right in the middle of campus, it's a popular hangout for students, whether they're grabbing a snack between lectures or just need a break from all the homework chaos.
School Visitors: From visiting parents to guest speakers, Taylor's is always busy. Norwegian Cafe offers a stress-free option, with a steady stream of customers and plenty of seating available all day long.
Vision & Mission
Vision
The vision of the café is to connect to new international students and give them a sense of "home away from home", and to foster a safe space where students can feel welcomed.
Mission
To create a friendly and warm environment where the Tayloes community can connect with each other. Norwegian cafe aims to be a social hub for the university.
SWOT Analysis
Strength
- Convenient - Location
- Popular Product - Waffle (High Demand)
- Established Customer Base
Weakness
- Seasonal Dependency - School Breaks / Short Semesters
- Lack of Interest with Social Media
- No Active Promotions or Deals
Opportunities
- Retain Customers - 1st and 2nd Year Students
- Promote Wider Range of Menu
- Build Strong Customer Relationships
- Attract University Staff
Threats
- Seasonal Dependency
- Over Reliance on Popular Product
- Competition from Nearby Cafe
Instagram
The current Instagram has 31 followers with a demographic consisting mostly of Taylor's students. They only have a few posts (Figure 1.2), their last post was in March of 2024. Their posts consisted of interviews, reels, and other content that helped give the cafe a human touch.
Figure 1.2 - Current Instagram
Task 2: Content Ideation
Due to not having any access to old Instagram account, we created our own @norwegiancafe.tu
Figure 2.1 - New Instagram Account
Week 1: Introduction to the Business
Figure 2.2 - Week 1 Plan
Week 2: Get Familiar with Food Options
Figure 2.3 - Week 2 Plan
Figure 2.4 - Week 3 Plan
Week 4 - Food Inspiration
Figure 2.5 - Week 4 Plan
Week 5 - Viewer Engagement Strategies
Figure 2.6 - Week 5 Plan
Week 6 - Motivation
Figure 2.7 - Week 6 Plan
Visitor
Figure 2.8 - Persona Profile Visitor
Figure 2.9 - Empathy Map Visitor
International Student
Figure 2.10 - Persona Profile International Student
Figure 2.11 - Empathy Map International Student
Local Student
Figure 2.12 - Persona Profile Local Student
Figure 2.13 - Empathy Map Local Student
School Staff
Figure 2.14 - Persona Profile School Staff
Figure 2.15 - Empathy Map School Staff
Task 3: Content Planning / Execution
To watch our presentation with audio: Here
Figure 3.1 - Final Presentation
We accumulated 7,000 views on our Instagram over a span of 2 weeks. We had 1 reel that went viral with 5,000 views. In the following figures, shows our analytics.
Week 1
Here we got acquainted with the MIB and what digital social media and communication entails. We also could start forming groups and brainstorming ideas for potential businesses.
Week 2
Our group was finalized:
- Caitlin Alina Anthony
- Chan Sueanne
- Cheryl Ann Maranan
- Jing Keyao
- Leia Nishimoto Rizal
- Lin Chenyi
Week 3
This week we started emailing businesses to see who would want to be a part of our project. These were the businesses we contacted:
- Beyond Coffee
- Cafe Roffle
- Binq Dessert
- Koori Dessert
- K-Space Malaysia
- Kheals Hair Lounge
- Norwegian Sandwich Co.
Ultimately, we only got an answer from Norwegian Cafe. Which in the end was more convenient since it is located at Taylor's. So, we started making a brand information presentation.
Week 4: Public Holiday
Week 5
We had online class for feedback on our brand information presentation. Feedback received:
- Our content base will be to showcase the vision and the strengths of the cefe (quick bites/ home away from home)
- Ideas Mr Asrizal suggested were promos and referral codes to drive customers during low seasons (we need to ask the aunty for this)
What we need to do:
- Observe what their best sellers are, when are their low hours
- How are the sales like (revenue, about figure)
- Most performing menus and least performing menus
- Create emotional connection with the audience (create a narrative?)
- Key is upselling (take a best sller and combo w least performing item/ main with sides/ promo of the day/ free waffle, etc)
- Be a strategic designer (have reasoning for all decisions, take into consideration finance and business, Cost of goods sold
Week 6
Class was cancelled, but we started making a content planning sheet. We were able to have an interview with Aunty, due to high demand it was not always easy to get in contact with her.
Week 7-8
We started making the personas and empathy maps during this period. I got the visitor persona.
Week 9-13
During this period it was more consultations during class and preparing and posting the contents we made for the Instagram.
Reflections
Over the past 14 weeks, we've researched, planned, and built content for a brand new social media presence for the Norwegian Cafe. In the beginning, we faced major challenges, it took us a while to even find a business to work with. We spent days sending messages/emails without much luck and were falling behind. Eventually, we took a more proactive approach and connected with Norwegian Cafe.
However, our challenges didn't end there. The owner's busy schedule made it difficult to get the information we needed. Once we finally managed to speak with her, things became more manageable. Still, filming on-site proved tricky due to the cafe's daily operations, it was always busy hour. As a result, we shifted our content strategy toward more static posts and stories instead of short videos.
While I believe we could have created amazing funny and relatable reels with more flexibility, I am content with the outcome and the way we adapted to the circumstances.
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