Spencer's Coffeehouse Campaign

SPENCER’Scoffeehouse


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The Elixr group aims to develop an integrated marketing communication plan that will increase consumer interaction with Spencer’s Coffeehouse and establish a community partnership. The campaign will run from June 1, 2013 to August 1, 2014. The Elixr groups’ goals are to create awareness and build relationships with the target audience about Spencer’s Coffeehouse.

The Elixr group will use creative advertising, sales promotion, and PR to create a community of loyal customers among the defined target audience. We plan to launch all elements of the campaign within the budget of _____. This campaign will successfully complete the set objectives established by the Elixr group.

TABLE OF CONTENTS

MARKETING 2

MEDIA 11

PROMOTIONAL & PR 14

CREATIVE 19

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In the gathered research, it was proven that the perceived quality of Spencer’s was greater than Starbucks. However, after an actual taste test, the testing group rated Starbucks as the better quality coffee. Due to this, the whole campaign is based around the environment Spencer’s can offer over the product.

The chosen target audience ranges from ages 22-44 year-old coffee drinkers. The main focus within this group is to position Spencer’s Coffeehouse as their “third” place between their occupation and their home. From the months of June 2013 to August 2014 the campaign with execute three community centered events: a Coffee Trail, Spencer’s Holiday Marketplace, and S7 Spencer’s at Seven Concert Series. In addition, rebranding and renovations will help establish this as a successful campaign.

INTRODUCTION

MARKETING

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CONSUMER ANALYSIS

MARKETING

The typical coffee connoisseur from Spencer’s is part of the eclectic professional crowd. The company’s demographic is students, young hipsters, and career professionals. The typical customer of Spencer’s is loyal and wants to partake in a casual and comfortable environment. Customers are more likely to use Spencer’s as a “third place” between their occupation and their home. The younger patrons spend time using the coffeehouse to socialize or study while older patrons use it as a quiet place or for business purposes. Spencer’s Coffeehouse is seen as a part of their lifestyle.

The target audience will include 20-44 year-old coffee drinkers who are born in both X and Y generations. During professional work hours, the target audience is made up of career professionals who are looking for a break in their busy day. After work hours, the target audience is made up of a younger crowd. Spencer’s is an outlet for the target audience to find quality coffee and a desirable environment, which is always reliable. We want the target audience to feel that Spencer’s is the obvious choice for their coffee needs.

COMPETITIVE ANALYSISSpencer’s biggest competitors are coffee-chain corporations and home-brewed products. The direct competitor is coffee-chain corporations due to their fast accessibility, their pre-established perception, their wide variety beverage line, and their constant ability to market and position themselves. Home-brewed products pose as a threat for Spencer’s because of their availability, their cost efficiency, and their at home convenience. Their competitors are more commonly sold at convenience and grocery stores where as Spencer’s personal coffee line is not.

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MARKETING

MARKET ANALYSISWe broke down the coffee market into two different categories: the samplers and the indulgers.

The samplers: The samplers are consumers who are infrequent coffee drinkers. They are more likely to stop in occasionally for a “white mocha” or a “house-blend coffee” rather than trying extravagant orders. Because they have little knowledge of the coffee industry, they rarely step out of their comfort zone. They are not willing to spend a lot of money on coffee; they buy coffee when it is a convenience to them. These consumers are more likely to be drawn to Spencer’s as a referral from loyal customers to meet up with friends.

The indulgers: The indulgers are consumers who are loyal and educated coffee drinkers. They have a need for coffee on a frequent basis and are willing to spend their money and time on quality coffee and service. They are drawn to Spencer’s for their drinks and comfortable environment. These consumers are willing to try new products and would be interested in buying Spencer’s branded coffee. Customer satisfaction is harder to please with this audience due to their appreciation for quality drinks. Once they approve of Spencer’s, they become loyal customers and are inclined to give referrals to their close friends.

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SPENCER’ScoffeehouseSWOT ANALYSIS

MARKETING

StrengthsSpencer’s is a hometown coffee shop that provides a unique experience compared to that of chains. They have an eclectic and artsy edge that is only provided at their coffeehouse rather than in a standardized environment. Personal relationships are established between frequent consumers and workers through Spencer’s small community. The staff is extremely knowledgeable on the company’s products. This is expressed through their effective customer satisfaction. Along with reasonable prices, the quality of their coffee draws in both avid and infrequent coffee drinkers. The location on the square allows for a convenient access and community-based commonplace.

WeaknessesSpencer’s Coffeehouse is not a renowned brand that consumer’s first think of when buying coffee. Without drive-thru service, Spencer’s becomes a place that requires commitment. Their branding is in-cohesive and has a modern tone, that is not applicable to the environment offered. Without an actual website, customers are limited on their knowledge about Spencer’s. They are obligated to be a part of a social networking site to find out more information.

OpportunitiesOpportunities: Spencer’s has the capability of providing its customers with a friendly and comfortable environment along with quality coffee. Its community-based environment encourages the growth of relationships, loyal service, and customer satisfaction. With their personal branded coffee line, Spencer’s has the potential to engage with at-home coffee drinkers. In addition, they are a great outlet for building and maintaining relationships with local artists due to their close-knit community.

ThreatsSpencer’s advertising budget is limited. With a small income, reaching out to new consumers is will pose as a threat. The outlets used to reach the designated target audience are extremely limited and require innovative outlets rather than traditional media tactics.

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• To establish an intimate relationship between Spencer’s Coffeehouse and consumers that extends further than a physical good• To emphasize a community-centered atmosphere where Spencer’S Coffeehouse can be seen as their “third place” between their occupation and their home.• To increase brand recognition and awareness throughout the con sumer market• To position Spencer’s as an outlet for local artists

• Spark an emotion that resonates with the consumer through commercial advertising and personalized messaging on merchandise• Renovate the physical space of the coffeehouse to make it more inviting and comfortable• Develop awareness through social media networks and gorilla advertising in nearby areas• Connect Spencer’s Coffeehouse with local artists by sponsoring events, displaying artwork, and playing music

MARKETING

MARKETING OBJECTIVES

MARKETING STRATAGIES

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The campaign will start in June of 2013 and will run until August of 2014.

• June 1-Sept. 1: Rebranding, redesigning, and establishing a web presence. • Sept: Tagging• Sept 14-15: Coffee Pot Trail• Dec. 1: Local artist Holiday Event “Spencer’s Holiday Marketplace”• March: Tagging• April-July: Concert Series “Series 7” April 25 May 9 May 23 June 13 June 27 July 11 July 18

MARKETING

TIMELINE

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SPENCER’ScoffeehouseBUDGET

MARKETING

Spencers CoffeehouseProjected annual sales - $200,000Average mark-up - 180%Annual rent cost - $27,000Remaining balance for Advertising budget - $7,000 - 10,000

Renovations• Paint (6 gallons) $ 200.00• Lighting (20 hanging units) $ 400.00• Shelves $ 250.00• Furniture $ 500.00• Flooring (stainer) $ 300.00• Instalation $2,000.00

Advertising • Student artist to do Coffee Trail $ 250.00• Posters (2) - $ 15.00 • Stickers $ 250.00 (2 sets of 500 for each event)

Rebranding• Vinyl graphic for door $ 30.00• Packaging (100 units each) $ 400.00• Mugs (20) $ 150.00• Businness cards (100) $ 20.00• Promotional cards (100) $ 20.00• Coffee sleeves (1,200) $ 55.00

Elixr group - $2,500 TOTAL - $7,440.00

Renovations- $3,650

Advertising- $515

Rebranding- $675

Agency Fee- $7,340

Percentiles of Advertising

MEDIA

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MEDIA

• Establish a personal website for Spencer’s Coffeehouse to create a home-base within the social media world• Create involvement with the community of Spencer’s to network within• Use social media as an advertising platform for events• Convey Spencer’s community atmosphere

• Through the use of tagging and QR codes, our customers will be linked to the website. The website will communicate Spencer’s company pro file, values, and mission. Promotional events, hours of operation, and the menu will inform customers on the details of the company.• Create a hash-tag for customers to interact their experiences with Spencer’s on Instagram and Twitter. Continually update all media platforms so that customers have the most recent news. • Posting pictures, times, and dates of events on Facebook, Twitter, and Instagram to create a buzz around the community.• Launch a video on YouTube and spread it throughout social media

MEDIA OBJECTIVES

MEDIA STRATAGIES

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MEDIA

Web URL, Facebook, Twitter, Instagram, YouTube, hash-tag, QR code

VideoA viral video will be launched on YouTube and Vimeo. The idea behind the video is to show that Spencer’s Coffeehouse is a community commonplace for our target audience. The clip will display diverse consumers and their day-to-day life. The video will show the differences of each individuals’ lives and show that Spencer’s Coffeehouse can be a part of anyones’ everyday life. This video will communicate that Spencer’s is a community based place for anyone to come to and enjoy each other.

SOURCES

EXAMPLES

PROMOTIONAL & PR

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PROMOTIONAL & PR

• Spread awareness of the new identity of Spencer’s Coffeehouse and affirm the objectives of the company • Maintain relationships with the local artist scene of Bowling Green• Engage the community with our promotional efforts

• Gorilla advertising will allow the spread of awareness in a unique and unusual manner • Concert series and Holiday Event will provide artists with an outlet for personal promotion • Participation through all promotional events through the use of hashtags, QR codes, circulation of stickers, drawing of coffee trail, attending concert events, and buying local art from the coffeehouse

PROMOTIONAL & PR OBJECTIVES

PROMOTIONAL & PR STRATAGIES

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PROMOTIONAL & PR

TagsPlacing stickers around town on random objects such as signs, crosswalks, and community bulletin boards will build awareness of the rebranding campaign and special events. The tags will also be sitting in the store for customers to take, allowing them to become a part of the Spencer’s movement.

Coffee trailA local artist will design and develop a life-sized coffee mug, which will stand on the corner of Cherry and College Street. The mug will be tipped over and a trail will follow all the way down to Spencer’s doorstep. The community will come out and help paint the trail and Instagram/Tweet a picture of their design, which will be linked through the #greatcoffee. On the mug will be Spencer’s logo and instructions. By participating in the trail and socialmedia, customers can receive half-off on a drink of choice. This event will run for two days. Afterwards, the coffee mug will be placed outside of Spencer’s and used as a flower-pot where customers can write what Spencer’s Coffeehouse means to them.

EXAMPLES

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PROMOTIONAL & PR

Holiday eventA Spencer’s Holiday Marketplace will be held around Christmas-time to promote Spencer’s Coffeehouse by selling local artists products. Spencer’s will feature diverse local artists’ works in a larger quantity than their daily circulation. This encourages community involvement and reaffirms Spencer’s relationship with local artists.

Concert seriesSpencer’s will sponsor S7, Spencer’s at Seven concert series that runs throughout the spring and summer months. Local musicians will play a short set no longer than two hours at seven on Friday nights. This creates an event that the community can participate in and gives the artists publicity. This event also encourages local artists to partner with Spencer’s Coffeehouse.

Loyality programA card will be created that promotes customer loyalty. The customer will be required to spend at least five dollars for each transaction if using a debit/credit card. The loyalty card will serve as a document in which you can purchase two drinks at one time to meet the quota, redeeming the second one in the future by showing the card from your previous purchase. At the time of purchase, you may enter your phone number on the ipad to gain points. A customer may gain one point per purchase. The 10th point will gain the customer a free drink.

EXAMPLES CONTINUED

CREATIVE

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CREATIVE

• Spencer’s doesn’t have a cohesive brand identity• The brand isn’t appropriate to the target audience or the company• The Coffeehouse doesn’t express the community environment• Their slogan is unknown and it doesn’t portray the company’s objectives

• Rebrand and redesign the coffeehouse to appropriately reflect their mission• Connect local artists with the coffeehouse

The creative should build a sense of community within the customers that makes them feel included and a part of something greater.

USDA Organic and Free-Trade CoffeesRoasted for Spencer’s by Bongo Java Roasting Co., Nashville TNVisit Fair-TradeProof.org for ethics infoCertified by QCS

PROBLEM

OPPORTUNITY

TONE

MANDATORIES

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CREATIVE

Identity

Color palette

EXAMPLES

just great coffee

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CREATIVE

Branding

EXAMPLES CONTINUED

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Branding continued

EXAMPLES CONTINUED

Justin270 393 7060915 College St.Bowling Green, Ky

Just Great Co�ee.

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CREATIVE

Branding continued

EXAMPLES CONTINUED

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CREATIVE

Promotional

EXAMPLES CONTINUED

Spencer’s HolidayMarketplace

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tags for coffee trail

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CREATIVE

Promotional continued

EXAMPLES CONTINUED

Spencer’s is sponsoring a summer concert series. Spencer’s at seven is held on Fridays at seven o’clock.Support your local musicians and drink some refreshing

Spencer’s coffee while your at it. With love,

concert seriesspencers at seven

2013

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p April 25 - Stephen GordonMay 9- Lost River CavemenMay 23- CanagoJune 13- Japanese School GirlsJune 27- SchoolsJuly 11- Billy SwayzeJuly 18- Heavy Chase

concert seriesspencers at seven

#justgreatco�ee

MY SPENCER’SREWARDS

270 393 7060915 College St.Bowling Green, Ky

Thanks for being a loyal customer.Give this to us next time to redeem your free beverage.

Soy Chi-tea Latte pSYou’re Awesome.

tags for concet series

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SUMMARYAt the end of this campaign, all set objectives will be successfully met. The tone of the campaign is to spark an emotion that creates a sense of community. This will be executed through a community inspired video, engagement with the Coffee Trail, relationships with local artists, and rebranding that reflects our tone. With establishment of this 14 month campaign it is a quick statement of positioning Spencer’s as their go to coffee place.

Documents

Spencer's Coffeehouse Campaign