Table of Contents

1. Introduction…………………………………………………………………………..........…………………………2
2. Key messages.................................................................................... ...........................2
3. Communication Tactics............................................................................... .................3
a. Objective One.......................................................................................... .........3
i. Tactic 1a.................................................................... ............................3 ii. Tactic 1b………………………………………………………........……………………,………4
b. Objective Two................................................................ ...................................5
i. Tactic Two………………………………………………………………………….........………5
c. Objective Three……………………………………………………………………………….…...........5
i. Tactic Three……………………………………………………………….........…..………….5
4. Evaluation Mechanisms.................................................................................................6
5. Research…………………………………………………………………………………………..........…….………..6
6. Timeline........................................................................................................ ................7
7. Budget................................................................................................................. .........8
8. Conclusion and Recommendations ………………………………………………………………...........8
9. Appendix………………………………………………………………………………………………………...........10
Client Strategy of XS Espresso
Introduction
XS Espresso, located in the CBD of Parramatta, offers high quality Campos coffee to those in the local area. With thorough research previously conducted, XS Espresso specifically attracts publics who are coffee drinkers in the local area, commuters, business people and young adults aged 18-24. XS Espresso has been having difficulties attracting a large amount of consumers and promoting brand awareness due to the fact that it has only been recently established. However, by addressing their opportunity statement, effective communication tactics are able to be created. Their opportunity statement is:
“XS Espresso in Parramatta has the opportunity to take advantage of arising social media for the purpose of creating brand awareness in 2013.”
These tactics need to be created in light of the organisations objectives (Smith 2005, p.157), which include:
To promote XS Espresso and increase brand recognition in Parramatta by 40% by the end of 2013.
To build XS Espresso’s online presence on websites including Facebook, Twitter and Instagram and increasing hits by 30% in 2014.
To generate brand loyalty through monitoring the amount of returning customers to XS Espresso in Parramatta by 50% by February 2014.
Finally, these tactics also need to be generated with a budget and timeline so it is easier to keep track of all resources (Harrison 2003; Smith 2009). Johnston and Zawawi (2009) confirm that through strategic public relations, XS Espresso can “build and maintain long-term relationships for an organisation with all of its current and future publics” (2009, p.172).

Key Messages
Key messages are a clear and succinct statement of the message that the organisation wants the audience to comprehend (Lemon 2013). The key messages of XS Espresso will be continued throughout every piece of communication and include: XS Espresso offers high quality coffee.
Jonathon and Rocky uses award winning Campos Superior Blend for their coffee. Consumers are provided with high quality coffee that allows them to indulge in a butterscotch/toffee base coffee blend that has a sweet finish. The coffee beans are also extracted on a global scale, providing a diverse and unique taste to the coffee. Although the coffee beans are expensive to purchase, Jonathon and Rocky ensures that the taste of the coffee is exceptional as secondary research shows that taste is the most important quality.

XS Espresso