1. Rachel Otto
ID: s3318219
flavors.me/smilingrae
Rachelmotto.wix.com/breadnbutter
PMS #1
October 18th, 2013

2. Visual of Bread & Butter
Flavors page

3. Visuals of Bread & Butter Website
• Rachelmotto.wix.com/breadnbutter

4. Key Concept Statement

5. Key Learning on Bakeries
• It was very difficult trying to speak to bakeries
around the area to gain insight and information.
• Through research I found that the local bakeries
are not on facebook, blog or flickr. Their online
social communication seems very simplistic and
minimal information online.
• The bakeries are more proactive getting out to
the customers through unique and tactful ways
face to face within the city.

6. Key Learning
While researching online communication strategies, I came across this interesting
article on the understanding behind building a successful social media strategy.
Does your social business strategy align with your own clearly-defined business goals?
If the strategy doesn’t support and align with the broader brand strategy – if it is not
guided by that core business-building principle – then it is just errant posting and
sharing (Furlong PR, 2013).
The communication strategy has multiple levels which integrate with the core business
goals. By setting levels of strategies the communication aim and objectives could be
clearly stated and implemented into the business.
The overall goal Bread & Butter want to achieve is the growth of the customer base
and a community valued organization to help others. The communication initiations
are to focus on the mission, values and beliefs of helping others and building the
community. The Bakery has been built for the love of cooking & good food. Building,
baking and creating to eat and to give back to others using social media channels to
actively engage customers.

7. Key Insights
Understanding the concept
To learning how to use it
Creating it in context

8. Strategic Communication
• The communication will change through different portions of the
growth of the business to stay relevant. The communication
strategy will change as the retail company moves into different
stages of business and the audience grows.
Prior to Opening Day (Planning Stage) -> Opening Night into first
month (Implementation Stage) -> Within the first month (Delivery
Stage)
• The communication strategy needs to grow and mature through the
beginning (planning stage) into progression or opening of the
bakery (implementation stage) then mature (delivery stage). Each
of these signal a stage of growth, and as such the communication
has to build a new way to engage the audience, customers and
entice new participants.