Alex and Olivia are the owners of Hand Made Lovers, a store dedicated to craft products located in a small town near Kent. The store has a small workshop space to teach its clients how to use the products they sell and where, in addition to weekly courses of scrapbook, print block, knitting with needles or machines, watercolours, etc. From time to time, they have the presence of a blogger to teach some of the courses, which increases the popularity of the store outside of Kent.

Currently, there is a boom in the hand-made world, as well as the number of physical and virtual spaces dedicated to this discipline that we can find today. As a consequence, Alex and Olivia have decided to carry out a whole online communication strategy to gain notoriety within the world of companies dedicated to this, in addition to increasing its number of clients thanks to the courses and workshops they will carry out.

We should bear in mind that Alex and Olivia already have a fixed clientele that comes to them for the purchase of products, to solve doubts or to carry out any of the courses they offer. Besides, they are a well-known space within the scope of Kent since, unlike other businesses, their attention is personalized according to each client and they always try to adapt to them in terms of requests for courses or workshops.

FORMULATE

1. Carry out a SWOT analysis in a table explaining the situation of Alex and Olivia, to determine what points are in their favour and what aspects are against them, and thus be able to decide on the communication strategies that must be carried out.

2. Present the strategic objectives that Alex and Olivia want to achieve through the implementation of an online communication strategy.

3. Conduct an analysis of the competition highlighting aspects such as:

• How do our competitors communicate online?
• What kind of Social Networks and channels do they use?
• What can we offer that is different from the competition?

4. Write the new online communication policy based on:
   • Selection of media (web page, audio-visual channels, social networks, etc.) that we believe is most convenient according to our objectives and justification.
   • Type of content that will be published.
   • Actions in Social Media that are going to be carried out.
   • Measuring the impact achieved.