MAR036-6 Brand Communication and Reputation Management

Assessment- 1

Client Brief (live project) Based Coursework

-A Case of Be-Etiquette

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Table of Contents

 Abstract.
 Introduction.
 Website Analysis.
 Communication Mix Analysis.
 PESTEL Analysis.
 Brand touchpoint wheel.
 Extension of communication mix.
 Suggestions for similar companies.
 Conclusion.
 References.
 Abstract

The Be Etiquette Learning Centre, a for-profit educational establishment located in

Luton, England, is the subject of the case study. The centre was established in 2018
by Tanya Ahmed and provides a variety of educational programmes in subjects like
English, math, science, and manners. The centre’s basic values place an emphasis
on creating good attitudes as well as excellence in education, personalisation,
equality, and diversity. In addition to performing a PESTEL analysis, this study looks
at the centre’s communication mix, including its website and Instagram account. It is
emphasised the importance of brand personality, image, and successful marketing
communication techniques in fostering client loyalty and engagement. With a focus
on digital marketing and tailored communication methods, suggestions are offered
for improving the centre’s communication mix and growing its online presence.
Introduction

A private teaching and learning facility called the Be Etiquette Learning Centre is
located in Luton, England. Tanya Ahmed, who has over 20 years of professional
experience in the educational field, created it in 2018. English, math, science, and
etiquette are just a few of the classes the facility provides. Additionally, revision
classes and summer schools are provided. The excellence in education,
personalisation, equality and diversity, reward and recognition, and encouraging
positive attitudes are among the basic values of Be Etiquette Learning Centre. The
centre is committed to giving its students the best education possible by utilising a
variety of instructional techniques, highly qualified, and experienced faculty. They
take into account the unique demands of each student and adapt their instruction
accordingly to help them achieve their maximum potential. Along with encouraging a
friendly and courteous learning environment, the institution has a well-organized
incentive programme in place to inspire and motivate pupils. Through a variety of
activities and talks, the centre also encourages good attitudes including self-
assurance, resiliency, and a willingness to learn. The Be Etiquette Learning Centre’s
success depends on upholding these basic principles (Be-Etiquette, 2023).

For organisations, maintaining customers is essential, particularly in the face of

expensive acquisition and frequent turnover. Traditional and online marketing
communications are essential for promoting a brand (Salem, 2021). They have an
effect on how consumers perceive a brand's personality, image, and awareness. To
build and implant a specific image and personality in a brand, businesses can
employ a variety of marketing communication techniques, including media
commercials, public relations, distribution, and price (Baines and Rosengren, 2017).
An increase in brand awareness and client retention can result from properly crafted
marketing communications (Shabbir et al., 2017). Brand personality is a collection of
human traits connected to a brand that can set it apart from rivals by enabling
consumers to express themselves. It develops and is kept in the consumer's mind as
a representation of how they see the brand, having a meaningful and significant
impact on brand trust. Brand personality can arouse emotions and boost brand trust,
both of which contribute to the development of brand loyalty (Ahmad and Thyagaraj,
2015). Brand image is the personality and perception that customers have of a
company and the goods or services it offers. Brand image can develop over time and
is influenced by both direct and indirect customer and company communication
(Zhang, 2015). Consumer trust and decision-making are impacted by brand
perception, and there is a significant correlation between brand personality and
brand trust (Thaichon and Quach, 2015).

Website Analysis

According to similarweb analysis, the website of be-etiquette learning centre had

only 552 visits last month and traffic on betiquettelearning.com has climbed 200.2%
from the previous month (Desktop) (Similarweb, 2023). The internet traffic for the Be
Etiquette Learning Centre increased by 200.2% over the previous month,
demonstrating a rise in the organization's popularity and demand for its services. The
website may have recently undergone adjustments to make it more appealing and
user-friendly, or successful marketing or advertising campaigns may be to blame for
this rise. Increased knowledge of the centre’s services may be responsible for the
improvement in the centre’s visibility and enrolments.

Figure: 1. Be-Ettiquette website. B-Etiquette – Enhancing, Inspiring, Cultivating

(betiquettelearning.com)
Figure: 2. Website total visits. betiquettelearning.com Market Share, Revenue and Traffic Analytics |
Similarweb

According to Analisa, the Instagram profile of centre @betiquettelearning has an

engagement rate of 3.56%, like rate- 3.53%, comment rate- 0.03% (Analisa, 2023).
Instagram interaction for The Be Etiquette Learning Centre is 3.56%, with like rates
of 3.53% and comment rates of 0.03%. The centre should organise contests and
freebies, utilise pertinent hashtags, react to comments and queries quickly, and work
with other accounts in the same niche in order to increase interaction. Sharing
pictures and videos of students and teachers, promoting events, posting sayings and
articles about manners and etiquette, conducting polls and surveys, and having live
Q&A sessions with experts are all examples of additional material. The centre can
encourage increased involvement and raise awareness of its offerings by making
information more interesting.
Figure: 3. Instagram profile average engagement rate. @Betiquettelearning Instagram Profile
Analytics | Instagram Analytics by Analisa.io.

Communication Mix Analysis

For any company, but especially for a small one like Be Etiquette Learning Centre,
the right combination of communication channels is essential. The facility should
make use of a variety of communication tools in order to effectively contact its target
audience and expand its company. The center's website should be easy to use and
informative, offering details about its services, courses, and contact information. To
make it more interesting, the centre may include more content, such blog entries,
articles, and videos. Social media sites like Instagram, Facebook, and Twitter can be
utilised to communicate with prospective students and post news and updates about
the facility. Giveaways and competitions can promote engagement with the center's
profiles. Another effective approach for the centre is word-of-mouth marketing, which
motivates teachers and students to tell their friends and family about the facility.
Events could be held at the centre to promote good manners and etiquette.
Collaborations with other institutions, like corporations and schools, can also aid in
expanding the audience and bringing in more students. Potential students who are
unaware of the centre can be reached via direct marketing. To reach a larger
audience, the centre may collaborate with a direct marketing business or send each
prospective student a personalised greeting. The Be Etiquette Learning Centre may
enhance its communication mix and attract more prospective students by addressing
these important analysis areas.
PESTEL Analysis

The UK's political environment is generally favourable to businesses, according to

the PESTEL research for the Be Etiquette Learning Centre, although laws like GDPR
could have an influence on the facility. Since the economy is expanding, there is
more money available for non-essential services. The social landscape is evolving
quickly, and people are becoming more interested in manners and etiquette. The
technical landscape is likewise evolving quickly, and the centre needs to keep up
with the competition. The importance of the environment is rising, thus the centre
needs to be conscious of its operations' effects on the environment and take action
to reduce them. Be Etiquette Learning Centre must abide by all applicable laws and
regulations because to the complicated and ever-changing legal environment in
order to take advantage of chances.

Brand Touchpoint Wheel

To give its clients a great brand experience, Be Etiquette Learning Centre should
prioritise its website, social media, word-of-mouth, events, partnerships, and
customer service. The website should include clear information on courses, services,
and contact information and be easy to use. Connecting with prospective students
and disseminating news can be done using social media sites like Instagram,
Facebook, and Twitter. Word-of-mouth marketing can help you find new clients,
while workshops and seminars can assist people learn proper etiquette and
manners. In the end, Be Etiquette Learning Centre must work to satisfy all clients
and deliver exceptional customer service. The facility can concentrate on enhancing
the most crucial touchpoints and giving its clients a satisfying experience by
determining the most crucial touchpoints.

Extension of Communication Mix

Digital marketing relies heavily on online advertising since it enables businesses to

inform customers about their goods and services. It offers pertinent information and
aids businesses in budget management (Yasmin et al., 2015). Targeting people who
are interested in manners and etiquette, Learning Centre can broaden its audience
by placing online ads on websites like Google Ads, Facebook Ads, and Instagram
Ads. On the centre’s website and social media pages, content marketing might be
produced in the form of blog entries, articles, infographics, and videos. Press
releases and holding events are two ways that public relations can be used to
promote a company's services (Hollebeek and Macky, 2019). On the other hand,
email marketing involves sending advertisements for goods and services to current
and potential clients via email. Direct digital marketing is inexpensive and simple to
employ, enabling businesses to increase customer loyalty, brand awareness, and
level of trust (Kingsnorth, 2022). Prospective students' email addresses can be
gathered, and messages containing news, updates, and promotions can be sent on
a regular basis. Potential students in the region can receive direct mail, providing
efficient communication. The following are some examples of how the centre can
use these media. While content marketing can promote blog posts, infographics, and
videos on social media, online advertising can target those who are looking for terms
related to manners and etiquette. Press releases, events, and routine emails to
prospective students are all things that public relations can do. When prospective
students subscribe to the center's newsletter, email addresses can be collected, and
local prospective students can get direct mail. Be Etiquette Learning Centre may
expand its clientele and develop its business by utilising these medium well.

Suggestions for similar companies

The vision and mission statements of an organisation must be developed correctly

and with the participation of a large number of individuals if it is to succeed in
implementing its strategic plan. They aid in the development of an organization's
institutional identity. The mission statement of an organisation serves as an
introduction to the public and serves to set it apart from similar organisations by
emphasising its unique qualities (Taiwo and Lawal, 2016). High levels of
professionalism, high moral standards, versatility in leadership, and management
adaptability are essential traits for effective learning schools’ management. They
should uphold solid moral principles, inspire students, pay attention to what they
have to say, and foster collaboration and innovation. To attain academic goals,
directors should improve communication, train teachers properly, support
collaborative decision-making processes, and promote a shared vision with teachers
and parents. An environment that is conducive to learning is created by effective
management, which also increases self-efficacy and job satisfaction (Fourie, 2018).
E-marketing is a set of activities that, by adding interaction and components, boost a
company's position in the 4P model. Its formula, 2P+2C+3S (Personalization,
Privacy, Customer Service, Community, Site, Security, and Sales Promotion), makes
it distinctive (Lasi, 2021). E-marketing is a crucial component of a business's entire
marketing plan since it enables better management of both internal and external
factors (Jaas, 2022). A business's ability to succeed depends on numerous internal
and external factors. A strategic business approach called integrated marketing
communication (IMC) brings all marketing instruments together to function cost- and
time-efficiently as a whole (Blakeman, 2023). By clearly defining objectives and
concentrating on boosting brand awareness, sales revenues, and customer
connections, it assists organisations in achieving effective integrated marketing
objectives (Seric et al., 2016). To reach the most profitable customers at the lowest
possible cost, businesses must research digital marketing trends and place
promotional materials. A more affordable method of reaching, interacting with, and
influencing a bigger audience is through digital marketing. Artificial intelligence (AI)
collects customer data, considerably lowers marketing expenses, and examines
consumer behaviour (Verma et al., 2021). 85% of businesses will be utilising AI for
in-the-moment communications by 2020. Popular internet marketing tactics include
chatbots, video marketing, and influencer marketing. While big data helps
businesses compete in other industries by providing insights into client behaviour
and helping them build successful online marketing strategies, micro moments are
crucial for businesses to convey messages succinctly (Bin Abdul Lasi and Salim,
2020).

A well-developed strategy that is well-positioned for success is necessary for a

successful social media strategy. Establishing goals and objectives, identifying target
audiences, conducting competitor and channel analyses, developing content
strategy, planning activities, identifying roles, budget and resource planning, and
monitoring ongoing performance are some of the key elements of creating a
sustainable social media strategy, according to a review of the literature and written
materials shared by social media marketing experts (Alves et al., 2016). Setting
goals and objectives is the first step in creating a successful social media plan that
complies with SMART guidelines. Increasing recruitment efforts, interacting with
current students, connecting with alumni, enhancing an institution's brand and
reputation, and establishing social media as a productive communication tool are a
few examples of overall aims in higher education (Evans et al., 2021). The
determination of target audiences is essential for directing the creation of pertinent
and interesting content. Analysing how competitors and other members of the
community utilise their social media is crucial for building one's own strategy. It's
essential to conduct a channel analysis if you want to efficiently accomplish your
social media goals while using your time and money wisely (Chen and DiVall, 2018).

The decision to use a certain social media channel must be deliberate, taking into
account the institution's objectives, target audiences, and results of the competitive
analysis. A successful social media strategy must focus on creating entertaining,
pertinent, and helpful information. information strategy determines the type, tone,
structure, style, posting times, and frequency. In conclusion, a sound strategy, target
audience identification, competitor and channel analysis, and content strategy are
necessary for a successful social media plan (Sajid, 2016). Institutions can efficiently
use social media as a recruitment tool by concentrating on interesting, pertinent, and
practical information. Key performance indicators (KPIs) can be used by the
Learning Centre to assess the effectiveness of its communication mix. Website traffic
is a reliable sign of brand recognition and potential student appeal. Lead generation
counts prospective students who get in touch with the centre after seeing marketing
materials, whilst social media engagement evaluates how much interaction there is
with the center's channels. The number of students enrolled in the center's courses
is measured by enrollments, while student happiness with the center's services and
programmes is measured by customer satisfaction. These indicators assist the
centre in cultivating relationships with prospective students and providing a satisfying
learning environment for its pupils (Grave, 2019; Saura et al., 2017).

Conclusion

The Be Etiquette Learning Centre case study, in sum, highlights the critical
importance of strategic communication in the education sector. The center's devotion
to providing a healthy learning environment is shown in its commitment to
individualised instruction and ideals like diversity and positive attitudes. The report
does, however, draw attention to the opportunity for improving the center's online
presence and communication tactics. Adopting digital marketing strategies, making
use of social media, and putting personalised communication techniques into
practise can dramatically improve consumer loyalty, student engagement, and brand
recognition. A thorough and well-crafted communication plan is essential for
educational institutions to successfully connect with their target audience and
emphasise their key beliefs in the quickly changing educational landscape of today.
Institutions like Be Etiquette Learning Centre may not only prosper but also leave a
lasting impression on the education sector by combining traditional and digital
communication techniques while conforming to the changing tastes of their
audience.
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