Hannah, Austin, Maddie, Gabi, Erin, & Mark
About Us - TC Connects ● Advertising firm based out of the Twin Cities ● Over 20 years of experience ● Mission: Guide our clients to better advertising campaign results
About Our Client Founded by an expert team of former ● baristas 4 Twin Cities Locations ● Strong and long-lasting relationships with ● high-end coffee bean farmers ● Top of the line roasting equipment Mission Statement: “Dogwood Coffee Company exists to support and spread the enjoyment of delicious coffee. Our participation is rooted in relationship, cultivated by discipline and grown through original expression.”
Strategic Communications Effort Audit Main focus - promoting quality and fair trade coffee ● ● Main focus is promoting quality and fair trade coffee ● Utilizes Instagram and Twitter ○ Posts about two times a week ● Food trucks at music festivals and other events ● Online store with brewing equipment and coffee subscriptions ● Partner with restaurants in Minneapolis ○ Black Coffee & Waffle Bar ○ Able Seedhouse + Brewery
SWOT Analysis STRENGTHS WEAKNESSES ● ● High quality, fair trade coffee beans Higher price than other more ● Positive, healthy relationships with mainstream stores high-end bean farmers ● Brand awareness limited to ● Products not just available in their Minnesota and Winnipeg ● stores (Food trucks, Black Coffee & Relatively small seating capacity Waffle Bar, Rustica Bakery) OPPORTUNITIES THREATS ● Growing demand for trendy, upscale ● Chain loyalty is high, difficult to coffee options convert people ● Mainstream coffee places have had ● Mainstream chains (Starbucks, Tim recent controversies Hortons) can produce coffee quicker ● Fair trade and responsibly sourced and cheaper coffee is becoming a priority for ● Caribou already has a niche as a coffee drinkers Minnesotan coffee brand
Target Audience Positioning Statement Professionals working in Downtown ● For young, up-and-coming professionals in the Twin Minneapolis or St. Paul Cities aged 22 to 28, Dogwood Coffee Company can provide the highest quality coffee drinking Aged 22 - 28 ● experience due to our strong relationships with high-end coffee bean farmers and expert coffee Looking to increase the quality of ● roasting methods. their coffee and drinking experience
Objective #1 Have an effect on behavior of young professionals, specifically on influencing an increase on the number of young professionals that choose to make Dogwood Coffee Co. their “go-to” coffee shop. ● Strategy 1: Show young professionals that Dogwood coffee fits their professional lifestyle and that other young professionals drink it. ○ Tactic 1: Create a commercial with many young professionals happy inside Dogwood drinking coffee. Some are privately doing work, others are in meetings. ○ Tactic 2: Create flyers to pass around to Minneapolis businesses with testimonials from young professionals who go to Dogwood and what their experience is like. ● Strategy 2: Partner with local influencers aged 22-28 in the Minneapolis area that professionals look up to. ○ Tactic 1: Have influencers post on their social media accounts advertising Dogwood. ○ Tactic 2: Have influencers take over the Dogwood instagram page and answer questions while they drink coffee at Dogwood to promote the professional atmosphere.
Objective #2 Increase awareness of Dogwood coffee for young professionals age 22-28 by positioning Dogwood as a professional coffee option. Strategy 1: Build and increase loyalty among the young professional audience by creating ● programs to entice them. Tactic 1: Advertise free wifi on social media and on storefront. ○ ○ Tactic 2: Create a rewards program to encourage customers to return and advertise it on social media. ● Strategy 2: Create events for young professionals to encourage them to come in. Tactic 1: Have networking events every month targeted for young professionals to come in. ○ Advertise this on social media. Tactic 2: Create flyers to hand out to businesses to encourage them to hold business ○ meetings at Dogwood.
Creative Brief Why are we advertising? To increase brand awareness among young professionals and persuade them to make Dogwood their go-to coffee choice Who are we talking to? Young professionals in the Minneapolis area aged 22-28 who do not have a solidified coffee brand loyalty What do they currently think? Cheaper big chains like Starbucks or Caribou are their only options What would we like them to think? That fair trade and quality coffee is worth the price/ Dogwood provides better quality coffee in a more professional environment What is the single most persuasive idea that we can convey? Dogwood coffee has the best quality coffee beans when compared to other coffee shops in the Twin Cities area Why believe it? Our relationship with high quality coffee bean farmers gives us high-end coffee beans no one else in the Twin Cities area has access to
Key Messages “Quality coffee for the quality professional.” “The grind that gets you through your grind.”
Campaign Evaluation ● Measuring change in online presence and impressions and total product sales ● A coupon with an offer for a discounted drink could be attached to receipts; customers respond to a survey about their Dogwood experience and their feelings about the brand ● The change in total product sales could also be used to measure the effectiveness of the campaign
Thank you for your time!
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