QUESTION 4

'Yummy Cupcakes' is a popular pastry shop with one outlet in Singapore. Besides offering a unique range of cupcakes that include savoury as well as sweet flavours, they also take orders for customised birthday cupcakes that are arranged to mimic a birthday cake in a medium (12 cupcakes) or large (18 cupcakes) size. The owners of the store have not kept up with technology, so customers must go to the physical outlet to place an order and pick-up cakes; they do not offer home delivery or online ordering.

The business has been operating successfully for the past few years, and the owners are planning to grow their business over the next six months. First, they would like to open two new outlets in Singapore to expand - one in The City (CBD) business area and one in a residential area - to serve new areas and reach more customers. Second, they are planning to offer home delivery and online ordering and payment as part of this expansion.

Outline and discuss the key steps involved in developing a digital and social-media marketing plan for 'Yummy Cupcakes'. Additionally, propose two (2) digital marketing campaigns - one organic campaign and one paid campaign - to support the proposed expansion. Include one SMART-based objective for each campaign that the campaign will aim to achieve.