A bakery wants more orders
Elm Street Bakery is a made-up shop. The owner sells bread and cakes, and she wants more people to order celebration cakes ahead. She has a small social page and an old website.
You are the digital assistant. You will choose channels, plan content, build a small piece and read some numbers. It is practice for your own unit work. It is not that work.
By the end of this lesson
Note
I can take a short brief through channel choice, content, a small build and a read of the results.
Key words
| Word | What it means |
|---|---|
| Brief | the client's short description of what they want |
| Channel | one place where an audience meets your content |
| Content plan | a written plan of what to publish, where and when |
| Benchmark | a target number that counts as success |
| Conversion rate | out of every 100 visits, how many did what you wanted |
| Permission | the owner agreeing that you may use their work |
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Starter: what you already know
Have a go
Starter: what you already know
4 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
The brief from Elm Street Bakery
| Question | Answer |
|---|---|
| Goal | More pre-orders for celebration cakes |
| Audience | Local families, including some who read English slowly |
| Time | 3 hours a week from one part-time worker |
| Money | A budget of 40 pounds |
| Must not | Use photos of customers without permission |
| Success | At least 5 website orders each week |
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Step 1: choose the channels
Pick two or three channels that reach the audience. Say what each one is for. Remember the hours: three hours a week is not much.
Write down why you chose each channel and why you left others out.
Step 2: write a short content plan
Plan four weeks. Name the theme, the content type and the channel for each week. Add the hours and the cost, and keep inside both limits. Add a limit: no customer photos without permission.
Here is a start to improve.
A starting content calendar
| Week | Theme | Channel | Content | Hours | Cost in pounds |
|---|---|---|---|---|---|
| 1 | Meet the baker | Social page | Photo and short text | 1 | 0 |
| 2 | How a cake is made | Website | Photos and steps | 2 | 0 |
| 3 | Order now | Short text and a link | 1 | 0 | |
| 4 |
The cells students fill in are left blank in this preview.