This social media marketing plan aims to increase awareness of the global coffee price crisis and engage the coffee community in advocacy efforts. The plan targets coffee industry professionals aged 25-34 in the Philadelphia area through Instagram posts. Content will include coffee photos, videos, and information about fair trade prices. The plan objectives are to demonstrate expertise, engage followers, and advance the author's career. However, the COVID-19 pandemic disrupted the plan, shifting focus to workers' rights and small business support instead of the original price crisis topic.
The document provides five steps for developing a localized social media approach on Facebook to increase customer engagement:
1. Develop a corporate umbrella Facebook page for global brand content while also creating localized child pages for targeted, local content.
2. Segment social media strategies based on factors like language, region, and culture to provide relevant, localized content.
3. Bring personality to local content by focusing on local events, icons, imagery, and ways the brand supports the community.
4. Harness the power of Facebook place pages by encouraging check-ins, developing check-in deals, and taking advantage of parent-child page management for locations.
5. Achieve social media management success through an S
Georgetown Cupcake Shops: Social Media Strategies (November 2010)Michelle Fares
Georgetown Cupcake and Baked and Wired use social media differently according to their business goals and target audiences. Georgetown Cupcake focuses on promoting special offers and events to attract new customers, including tourists, through platforms like Facebook, Twitter and Foursquare. Baked and Wired engages more with existing local customers by posting about store events and culture and responding to customer questions on Facebook and Twitter. Both businesses must allocate adequate resources to manage their social media presence effectively according to their marketing strategies and goals.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The document discusses developing a multi-channel marketing strategy for Mrs. Stratton's Salads Inc. using HipBrand Group, a creative agency consisting of top Alabama communications professionals. It outlines HipBrand's team and experience in social media and digital marketing. It emphasizes the importance of an optimized multi-channel approach including websites, mobile, social media, and public relations to build brand loyalty. HipBrand proposes conducting research and creating a phased social media and marketing plan to help grow the Mrs. Stratton's brand through an enhanced online presence.
The campaign summary outlines Boxed Wholesale's Doorstep Dreams 2019 campaign targeting affluent mothers in San Diego. The objectives are to increase sales, customer base, retention rates, market share, and improve customer ratings, brand recognition, and engagement. The strategy is to attract new customers through increased brand awareness on social media using the hashtag "#homefortheholidays" and building positive reviews by offering discounts. The situational analysis examines Boxed's strengths and weaknesses along with opportunities like focusing on millennial mothers' purchasing power through social media and threats like increased competition.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
Boxed Marketing Campaign Proposal Deck - The Fab Five TeamBrooke Ward
The Fab Five team created a marketing campaign for Boxed targeting affluent mothers in San Diego. The campaign uses the hashtag #OutoftheBox and encourages consumers to create arts and crafts using Boxed packaging for social media contests. The goal is to increase brand awareness and customer loyalty through social media promotions, referral programs, and newsletters with shopping tips. Performance will be evaluated based on website traffic, sales, social media engagement, and customer retention.
The document provides five steps for developing a localized social media approach on Facebook to increase customer engagement:
1. Develop a corporate umbrella Facebook page for global brand content while also creating localized child pages for targeted, local content.
2. Segment social media strategies based on factors like language, region, and culture to provide relevant, localized content.
3. Bring personality to local content by focusing on local events, icons, imagery, and ways the brand supports the community.
4. Harness the power of Facebook place pages by encouraging check-ins, developing check-in deals, and taking advantage of parent-child page management for locations.
5. Achieve social media management success through an S
Georgetown Cupcake Shops: Social Media Strategies (November 2010)Michelle Fares
Georgetown Cupcake and Baked and Wired use social media differently according to their business goals and target audiences. Georgetown Cupcake focuses on promoting special offers and events to attract new customers, including tourists, through platforms like Facebook, Twitter and Foursquare. Baked and Wired engages more with existing local customers by posting about store events and culture and responding to customer questions on Facebook and Twitter. Both businesses must allocate adequate resources to manage their social media presence effectively according to their marketing strategies and goals.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The document discusses developing a multi-channel marketing strategy for Mrs. Stratton's Salads Inc. using HipBrand Group, a creative agency consisting of top Alabama communications professionals. It outlines HipBrand's team and experience in social media and digital marketing. It emphasizes the importance of an optimized multi-channel approach including websites, mobile, social media, and public relations to build brand loyalty. HipBrand proposes conducting research and creating a phased social media and marketing plan to help grow the Mrs. Stratton's brand through an enhanced online presence.
The campaign summary outlines Boxed Wholesale's Doorstep Dreams 2019 campaign targeting affluent mothers in San Diego. The objectives are to increase sales, customer base, retention rates, market share, and improve customer ratings, brand recognition, and engagement. The strategy is to attract new customers through increased brand awareness on social media using the hashtag "#homefortheholidays" and building positive reviews by offering discounts. The situational analysis examines Boxed's strengths and weaknesses along with opportunities like focusing on millennial mothers' purchasing power through social media and threats like increased competition.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
Boxed Marketing Campaign Proposal Deck - The Fab Five TeamBrooke Ward
The Fab Five team created a marketing campaign for Boxed targeting affluent mothers in San Diego. The campaign uses the hashtag #OutoftheBox and encourages consumers to create arts and crafts using Boxed packaging for social media contests. The goal is to increase brand awareness and customer loyalty through social media promotions, referral programs, and newsletters with shopping tips. Performance will be evaluated based on website traffic, sales, social media engagement, and customer retention.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
The document discusses the decline of traditional media models and the rise of social media and word-of-mouth marketing. It provides several examples of traditional media outlets that have declined or shut down and data showing drops in newspaper circulation and TV viewership. At the same time, it outlines how social media usage and trust in peer recommendations are growing. The document advocates learning new skills like engagement and conversation over traditional advertising and presents several case studies of companies successfully using social media.
The document discusses social media marketing strategies and case studies. It provides examples of how Ford, PepsiCo, and Levi Strauss successfully used social media to increase brand awareness, sales, and store traffic. Marketers are advised to use social media to engage consumers at each stage of the purchasing process. The document also summarizes case studies of how Lay's held a Facebook contest for new chip flavors and how Heineken ran a creative Instagram photo contest to promote the US Open tennis tournament. Both campaigns engaged many users and increased sales or followers.
MAD School - How to create an engaging social media campaign?MADSchoolSG
This document discusses social media marketing strategies. It begins by describing Zeno Group Asia, a social-digital agency with offices across Asia. It then discusses the importance of social media listening to understand consumers and shape online conversations. It emphasizes chasing good content over consumers to attract audiences. The document also stresses targeting millennial culture and values like individualism. It argues for using social media to create memorable experiences worth sharing and building emotional connections through social purpose. Overall, the document provides strategic advice around social media marketing and engagement.
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
Research on the rise of bloggers and vloggers and how it impacts the beauty a...Ena Teo Jia En
Individual research presentation of the rise of bloggers and vloggers and how it impacts the beauty and fashion industry.
Part of Cultural and Contextual Studies.
Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Manifesto Café used strategic branding and content marketing on social media platforms like Instagram, Facebook, Tumblr, and YouTube to build deep customer relationships and drive business growth. They targeted the "foodie" community in LA with compelling photos and videos of menu items and events. Interactive campaigns and personal engagement on social media helped convert loyal customers into brand advocates. Through consistent marketing efforts and cultivating a sense of community, Manifesto Café was able to overcome challenges of low foot traffic and prove that an ethically-driven business model can be profitable.
1) Social media marketing has become an important new marketing strategy that utilizes websites like Facebook and Twitter to engage with consumers and build brands.
2) Both large and small companies can benefit from social media marketing by refining products, establishing name recognition, and creating buzz around new products.
3) While traditional marketing through print, radio, and TV will still be important for some time, social media marketing provides a new way for companies of all sizes to connect with consumers, especially younger generations, and gain valuable feedback.
Impact of Social media on Consumer Preferences in Fashion TrendsRohina Banerjee
This document discusses a capstone project analyzing the impact of social media on consumer preferences in fashion trends. Specifically, it examines how social media has transformed the traditionally exclusive fashion industry into a more consumer-friendly one by making fashion accessible to everyday people. The project aims to understand the relationship between social media and fashion consciousness/preferences based on a survey of consumers in Mumbai, India. Literature on the topics of social media marketing, customer relationships, and purchase intention is also reviewed, with studies finding social media positively influences intimacy, trust, and purchasing behaviors.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
If you own a business or manage a brand, Social media is no longer an option - its a MUST. There's Facebook, Twitter, cover photos and graphics. Then, you have Periscope, Meerkat, YouTube, Snapchat and more to worry about. There is no true playbook on what networks to use, when to use them or what makes them effective for your business. Making sure your social media successfully lines up with your business' goals can seem daunting and time consuming. It doesn't have to be. With the right tools and techniques you can not only manage a cohesive Social media presence for your company but, you can also use it to grow and engage with your audience on a totally different level than before.
Presentation by: L. Danielle Baldwin (@LDBaldwin) and Lisa Sullivan (LSullivan)
SEARCH: Social Media, Marketing, Twitter, Facebook, Pinterest, Instagram, Periscope, Meerkat, LinkedIn, YouTube, Vine, Social Branding, Branding
Jcp final digital_marketingstrategy-final-8Lori Peters
JC Penneys Powerpoint Presentation for NBC's Fashion Show and NYU includes Facebook, mobile strategy, email marketing tactics, Social Media Flowchart
Marketing Sample Pitch by Lori Peters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
This document discusses marketing to youth audiences in India. It begins by defining marketing and the importance of market segmentation. It then identifies six key segments of Indian youth based on an MTV survey: Cultural Misfit, Style Bhai, Middle-class Manju, Main Bhi NRI, Rich Brat, and Nerdy Nandu. Each segment is profiled in terms of their behaviors, values, and opinions. The document emphasizes that youth is not a homogeneous group and successful marketing requires understanding their diverse psychographics. It also stresses the importance of appealing to individual youth, using their language, and respecting their short attention spans.
The document discusses various marketing concepts including understanding clients and their requirements, market research techniques, SWOT analysis, audience profiling, and the marketing mix.
It provides examples of how Converse shoes targets teenagers through social media and how MAC Cosmetics profiles their target audience. It also analyzes the audience profile of Heat magazine and discusses Boohoo.com's range of marketing materials.
Key terms like advertising, sponsorship, endorsements, events, merchandising, press releases, media packs, PR briefings, and press conferences are defined and explained with real world examples.
This document discusses how digital technologies influence women's beauty perceptions and purchases. It provides key consumer insights such as 82% of women feel social media shapes beauty definitions and 70% feel reassured by online reviews. Digital trends covered include the rise of niche networks, the power of visual content like Instagram, the value of video, and how digital is getting more personalized. Examples are given of beauty brands leveraging these trends through activities like product videos, visual boards, apps, and integrating digital and physical retail experiences.
Mock plan autumn marketing campaign london,ukGeorge Sortanos
This document outlines a plan to launch a new limited edition product called "The Secret Gift Box" to increase online sales and attract new customers. The gift box will be made of recycled wood and include a candle, book, and quill. It will be promoted through social media, press releases, radio, and an in-store launch event. The goals are to sell over 50 boxes, increase market share, and raise awareness of the company's environmental values. The document discusses target audiences, pricing, distribution, and operational details for developing and delivering the product on time and according to health and safety standards.
This document provides tips for fashion brands to build an effective digital presence across multiple online channels. It recommends that brands (1) integrate their website with social media, (2) optimize their search strategy, and (3) make their website responsive for mobile. Additional tips include differentiating with exclusive online content, encouraging social sharing, collaborating with bloggers, curating content for consumers, and quickly adopting new trends. The document also reviews popular social networks for fashion brands and new startups in the social shopping space.
CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Cr...CraftBev
The document discusses social media marketing strategies for craft beverage brands. It begins with introductions of Matt Toomey from Social Bacon and Mike Giese from Liberty School Wines. It then covers legal restrictions on social media for alcohol brands, defining a social media strategy, creating engaging content, using paid social advertising, measuring social media effectiveness, and conducting giveaways. It concludes with a case study of Liberty School's "Merlot Madness" campaign which saw over 3,000 new Facebook fans and strong engagement through partnering with bloggers and varied content focused on recipes. The key takeaways emphasize defining goals, focusing platforms, producing varied content, leveraging user generated content, tracking social advertising metrics, and pursuing brand collabor
The document outlines Caribou Coffee's social media strategy. It includes an audit of current social media performance, objectives to increase brand awareness by 15% in 6 months across key networks like Snapchat, Instagram and Twitter. It also defines roles and responsibilities, online brand persona, paid, owned and earned strategies, and a critical response plan to handle negative comments.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
The document discusses the decline of traditional media models and the rise of social media and word-of-mouth marketing. It provides several examples of traditional media outlets that have declined or shut down and data showing drops in newspaper circulation and TV viewership. At the same time, it outlines how social media usage and trust in peer recommendations are growing. The document advocates learning new skills like engagement and conversation over traditional advertising and presents several case studies of companies successfully using social media.
The document discusses social media marketing strategies and case studies. It provides examples of how Ford, PepsiCo, and Levi Strauss successfully used social media to increase brand awareness, sales, and store traffic. Marketers are advised to use social media to engage consumers at each stage of the purchasing process. The document also summarizes case studies of how Lay's held a Facebook contest for new chip flavors and how Heineken ran a creative Instagram photo contest to promote the US Open tennis tournament. Both campaigns engaged many users and increased sales or followers.
MAD School - How to create an engaging social media campaign?MADSchoolSG
This document discusses social media marketing strategies. It begins by describing Zeno Group Asia, a social-digital agency with offices across Asia. It then discusses the importance of social media listening to understand consumers and shape online conversations. It emphasizes chasing good content over consumers to attract audiences. The document also stresses targeting millennial culture and values like individualism. It argues for using social media to create memorable experiences worth sharing and building emotional connections through social purpose. Overall, the document provides strategic advice around social media marketing and engagement.
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
Research on the rise of bloggers and vloggers and how it impacts the beauty a...Ena Teo Jia En
Individual research presentation of the rise of bloggers and vloggers and how it impacts the beauty and fashion industry.
Part of Cultural and Contextual Studies.
Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Manifesto Café used strategic branding and content marketing on social media platforms like Instagram, Facebook, Tumblr, and YouTube to build deep customer relationships and drive business growth. They targeted the "foodie" community in LA with compelling photos and videos of menu items and events. Interactive campaigns and personal engagement on social media helped convert loyal customers into brand advocates. Through consistent marketing efforts and cultivating a sense of community, Manifesto Café was able to overcome challenges of low foot traffic and prove that an ethically-driven business model can be profitable.
1) Social media marketing has become an important new marketing strategy that utilizes websites like Facebook and Twitter to engage with consumers and build brands.
2) Both large and small companies can benefit from social media marketing by refining products, establishing name recognition, and creating buzz around new products.
3) While traditional marketing through print, radio, and TV will still be important for some time, social media marketing provides a new way for companies of all sizes to connect with consumers, especially younger generations, and gain valuable feedback.
Impact of Social media on Consumer Preferences in Fashion TrendsRohina Banerjee
This document discusses a capstone project analyzing the impact of social media on consumer preferences in fashion trends. Specifically, it examines how social media has transformed the traditionally exclusive fashion industry into a more consumer-friendly one by making fashion accessible to everyday people. The project aims to understand the relationship between social media and fashion consciousness/preferences based on a survey of consumers in Mumbai, India. Literature on the topics of social media marketing, customer relationships, and purchase intention is also reviewed, with studies finding social media positively influences intimacy, trust, and purchasing behaviors.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
If you own a business or manage a brand, Social media is no longer an option - its a MUST. There's Facebook, Twitter, cover photos and graphics. Then, you have Periscope, Meerkat, YouTube, Snapchat and more to worry about. There is no true playbook on what networks to use, when to use them or what makes them effective for your business. Making sure your social media successfully lines up with your business' goals can seem daunting and time consuming. It doesn't have to be. With the right tools and techniques you can not only manage a cohesive Social media presence for your company but, you can also use it to grow and engage with your audience on a totally different level than before.
Presentation by: L. Danielle Baldwin (@LDBaldwin) and Lisa Sullivan (LSullivan)
SEARCH: Social Media, Marketing, Twitter, Facebook, Pinterest, Instagram, Periscope, Meerkat, LinkedIn, YouTube, Vine, Social Branding, Branding
Jcp final digital_marketingstrategy-final-8Lori Peters
JC Penneys Powerpoint Presentation for NBC's Fashion Show and NYU includes Facebook, mobile strategy, email marketing tactics, Social Media Flowchart
Marketing Sample Pitch by Lori Peters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
This document discusses marketing to youth audiences in India. It begins by defining marketing and the importance of market segmentation. It then identifies six key segments of Indian youth based on an MTV survey: Cultural Misfit, Style Bhai, Middle-class Manju, Main Bhi NRI, Rich Brat, and Nerdy Nandu. Each segment is profiled in terms of their behaviors, values, and opinions. The document emphasizes that youth is not a homogeneous group and successful marketing requires understanding their diverse psychographics. It also stresses the importance of appealing to individual youth, using their language, and respecting their short attention spans.
The document discusses various marketing concepts including understanding clients and their requirements, market research techniques, SWOT analysis, audience profiling, and the marketing mix.
It provides examples of how Converse shoes targets teenagers through social media and how MAC Cosmetics profiles their target audience. It also analyzes the audience profile of Heat magazine and discusses Boohoo.com's range of marketing materials.
Key terms like advertising, sponsorship, endorsements, events, merchandising, press releases, media packs, PR briefings, and press conferences are defined and explained with real world examples.
This document discusses how digital technologies influence women's beauty perceptions and purchases. It provides key consumer insights such as 82% of women feel social media shapes beauty definitions and 70% feel reassured by online reviews. Digital trends covered include the rise of niche networks, the power of visual content like Instagram, the value of video, and how digital is getting more personalized. Examples are given of beauty brands leveraging these trends through activities like product videos, visual boards, apps, and integrating digital and physical retail experiences.
Mock plan autumn marketing campaign london,ukGeorge Sortanos
This document outlines a plan to launch a new limited edition product called "The Secret Gift Box" to increase online sales and attract new customers. The gift box will be made of recycled wood and include a candle, book, and quill. It will be promoted through social media, press releases, radio, and an in-store launch event. The goals are to sell over 50 boxes, increase market share, and raise awareness of the company's environmental values. The document discusses target audiences, pricing, distribution, and operational details for developing and delivering the product on time and according to health and safety standards.
This document provides tips for fashion brands to build an effective digital presence across multiple online channels. It recommends that brands (1) integrate their website with social media, (2) optimize their search strategy, and (3) make their website responsive for mobile. Additional tips include differentiating with exclusive online content, encouraging social sharing, collaborating with bloggers, curating content for consumers, and quickly adopting new trends. The document also reviews popular social networks for fashion brands and new startups in the social shopping space.
CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Cr...CraftBev
The document discusses social media marketing strategies for craft beverage brands. It begins with introductions of Matt Toomey from Social Bacon and Mike Giese from Liberty School Wines. It then covers legal restrictions on social media for alcohol brands, defining a social media strategy, creating engaging content, using paid social advertising, measuring social media effectiveness, and conducting giveaways. It concludes with a case study of Liberty School's "Merlot Madness" campaign which saw over 3,000 new Facebook fans and strong engagement through partnering with bloggers and varied content focused on recipes. The key takeaways emphasize defining goals, focusing platforms, producing varied content, leveraging user generated content, tracking social advertising metrics, and pursuing brand collabor
The document outlines Caribou Coffee's social media strategy. It includes an audit of current social media performance, objectives to increase brand awareness by 15% in 6 months across key networks like Snapchat, Instagram and Twitter. It also defines roles and responsibilities, online brand persona, paid, owned and earned strategies, and a critical response plan to handle negative comments.
The document provides a social media strategy for Taco Bell that includes an audit of their current social media presence, objectives to increase engagement and brand recognition, and a plan to implement strategies across various social media platforms. Key aspects include increasing activity on Facebook, Instagram, and Twitter; focusing content to target younger audiences; and establishing metrics to measure success including follower growth and engagement rates.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
Building a Brand (Social Media Marketing)Sameer Mathur
1) The document discusses how leading brands like Gap, Coca-Cola, and McDonald's struggled when they failed to understand their target audiences and strayed from their core brand promises on social media.
2) It provides examples of how Volkswagen India and Snapdeal effectively use social media to engage customers and address issues, highlighting the importance of listening to customers.
3) Virgin Atlantic is cited for its customer-centric social media approach focused on learning from customers, supporting its brand values, and continually improving based on social media insights.
The document outlines Starbucks' social media strategy. It analyzes their current social media presence, including highest follower counts on Facebook and most engagement on Instagram. It identifies objectives like increasing engagement and followers. The strategy involves paid, owned and earned approaches like boosting Instagram posts, creating hashtags, and partnering with influencers. Metrics, roles, policies, and response plans are also covered to measure and guide the social media program.
Metia_B2B_Marketers_Guide_Social_Media_AdvertisingAlan Miller
The document provides an overview of social media advertising for B2B marketers. It discusses why social media advertising has become essential for B2B companies, highlighting trends like unprecedented access to global audiences and the need to pay to reach audiences on social platforms. The document also examines key social media channels for B2B advertising, like LinkedIn, Facebook, Twitter, and StumbleUpon, comparing their targeting capabilities and costs. It emphasizes the importance of promoting content to drive results from content marketing efforts.
This document summarizes a webinar about communicating corporate social responsibility through social media. It discusses strategies for using social media to promote responsible business practices and engage stakeholders. Specific platforms like Twitter, Facebook, and LinkedIn are examined for their suitability for issues-based messaging. Case studies of companies effectively aligning their social media presence with causes are provided. Tools for content creation, community engagement, and measuring results are recommended. The webinar aims to provide best practices for mission-driven businesses to strategically leverage social media.
This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.
Social Media Strategy in Business - Real EstateSusan Stewart
The document provides information on developing an effective social media strategy for business. It defines social media as a communication tool and discusses how traditional marketing uses interruption tactics while new digital marketing focuses on engagement and dialogue. The document then gives statistics on internet and home buying trends to show the importance of social media. It provides examples of successful social media strategies from companies like Dell and Starbucks. Finally, it outlines specific strategies for platforms like Facebook, Twitter, LinkedIn, and YouTube to engage customers and drive business goals.
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
The document discusses how social media has changed marketing and consumer behavior. It notes that consumers no longer trust traditional advertising and instead rely on peer recommendations on blogs and websites. It also discusses how companies have begun using social media platforms like Facebook, Twitter and YouTube to better engage with customers and build their brands. Specific examples are provided of companies that have successfully used social media for marketing purposes.
The document outlines the agenda and key principles for a social media master class being held in Windhoek, Namibia in February 2020. The class will cover 12 key principles of Facebook, Twitter, Instagram and LinkedIn, including engagement, content planning, ads, storytelling and analytics. It provides guidance on setting goals for social media use, developing content calendars, using various ad platforms and analyzing results. The document also discusses best practices for using influencers and various online communication tools to engage audiences.
DoRight Dental is launching a new toothpaste called "SmileRight Toothpaste". The marketing plan targets Generation X Hispanic females ages 25-40. A six-week email, Facebook, YouTube, and mobile campaign will promote SmileRight's benefits and encourage sharing on social media. The creative elements will feature the colors Tangerine Tango and neon shades to match the summer theme. Messaging will focus on natural, cruelty-free products and special offers to engage the target audience.
Our major priority for Taco Bell in 2017 is to improve our online pages and increase social engagement. The goals are to increase engagement on customer posts by 20% and appeal to primary consumers through new social media outlets. An audit found Instagram had the highest engagement rate. Objectives include increasing engagement on Facebook and Twitter by 20% and exploring Snapchat. Strategies include paid, owned, and earned media. Roles and responsibilities are defined for social media management. Metrics like followers, comments, and videos will track performance.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Similar a Benjamin Mascioli - Social Media Content Calendar - Coffee Price Crisis (20)
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IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
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Benjamin Mascioli - Social Media Content Calendar - Coffee Price Crisis
1. SOCIAL MEDIA MARKETING PLAN
ADDRESSING THE COFFEE PRICE CRISIS
BENJAMIN MASCIOLI
MKT490 – SOCIAL MEDIA MARKETING
West Chester University
MAY 3, 2020
2. Page | 1
SECTION I: EXECUTIVE SUMMARY
I. INTRODUCTION
In 2019, the commodity price for coffee (“C Price”) fell to $.88/lb. Smallholder farmers
and grower co-operatives throughout the coffee producing world of Central America, South
America, East Africa and Southeast Asia estimate a required minimum price of at least $1/lb to
stay in operation. The C Price has been steadily falling since 2016, and though it did hit a trough
in 2019 it has yet to stabilize above that minimum price requirement. The collapse of the coffee
price has directly caused the closure of numerous smallholder lots and has contributed significantly
to the influx of immigrants to the United States from Central America. If this issue is not addressed
soon, scarcity of specialty-grade coffee will become so extreme that the global price will spike,
jeopardizing the future of the crop entirely. This social media marketing plan is designed to educate
members of the coffee community and beyond on this important case of economic justice, and
foster action and advocacy among business owners and others in power to adopt ethical trading
policies across the industry.
II. PLAN OBJECTIVES
• Increase awareness of global coffee price crisis
• Demonstrate personal expertise in specialty coffee knowledge
• Demonstrate mastery of skills
• Engage community in discussions, calls-to-action
• Improve personal brand reputation within community
• Grow page reach and average post engagement
• Seek opportunities to advance personal career
• Create working individual relationships with influential community members
• Establish a brand voice and tone to continue with content past plan end date
III. EXECUTION STRATEGIES
• Generate content that is entertaining to individuals outside of immediate target market
• Leverage video posts to drive up interest
• Utilize hashtags to increase engagement within market
• Involve other relevant pages to target via tags and comments
• Prompt comment discussion through questions posed in certain posts
• Research ideal times to post based on target market’s likely schedule
IV. SOCIAL CHANNELS
The plan will be shared to Instagram. Most members of the coffee community are
clustered on that platform, which will create the maximum on images provides a good
opportunity to create
V. SOCIAL MEDIA POLICY
Posts will maintain a friendly, yet professional voice. Correct capitalization, grammar, and
punctuation is to be used on all posts unless if part of a quote or other specific use cases. All posts
will pertain directly to specialty coffee practices. Interactions with comments or comments on
other posts should follow the same rules of grammar and syntax and should always be respectful.
3. Page | 2
Special attention should be paid to posts regarding global coffee trade prices and should avoid
becoming so caught up in industry jargon as to discourage interaction from casual followers.
VI. TARGET MARKET – SEE ATTACHED BUYER PERSONA FOR DETAILS
• AGE: 25-34 Years
• LOCATION: Greater Philadelphia Area (Primary), Northeast United States (Secondary)
• OCCUPATION: Coffee (or other specialty food/beverage service) industry professional
• EDUCATION: Some college-Bachelor’s Degree
• INCOME: $25,000-$35,000
• LIFECYCLE STAGE: Single or Partnered (No children), recent graduates
• INTERESTS: Artisanal foods, craft beverages, environmental activism, social justice
• VALUES: Creativity, craftsmanship, ethics, artistry
• BENEFITS: Ethical manufacturing, quality control, innovation, day-to-day job utility
VII. SUMMARY OF RESULTS - ROI
The plan was not executed as originally written as a result of the emerging COVID-19
Crisis, which directed all focus in the target market to issues pertaining to workers’ rights and the
future of the small businesses that employ them. For this reason, it is difficult to precisely gauge
campaign ROI. The following estimates are thus somewhat rough, although there was a clear
increase in engagement through the course of the calendar:
• Likes per post rose from 20 to 31 (55% increase)
• Total follower count increased by 8 (4.6% increase)
• Though the campaign was not intended to generate business for my employer, it generated
a lead with a coffee shop owner in Raleigh, NC who is discussing opening a wholesale
account with the coffee roaster I work for.
VIII. NOTES ON COVID-19 AND CRISIS PLANNING
As indicated in the above section detailing the post-by-post analysis, nearly all the
originally scheduled content for this campaign had to be discarded, rescheduled, or reworked on-
the-fly as the COVID-19 crisis ground the local coffee community to a halt. This resulted in a
complete abandonment some of the goals established in the planning phase, as the situation created
by the virus commanded attention from the entire local coffee community. This cut down the
potential ROI from the plan, as overall engagement fell across most social media pages as industry
leaders (organizers and business owners) took time to figure out what needs to address as the crisis
worsened. I decided that moving forward with the scheduled content would be inconsiderate, and
have a negative effect on the target market, the members of which are very tuned-in to most major
social issues. While I am confident in my belief that altering the campaign during the crisis was
the right choice, I do acknowledge that there were missed opportunities in how it was handled.
The biggest change I would make in future campaigns is to establish a crisis plan early in the
development stage. It is impossible to anticipate every possible external factor that could throw a
marketing plan off-course, but having some guidelines established ahead of time would be helpful
in keeping some semblance of a plan moving without losing sight of broader campaign goals or
allowing engagement to fall too much. A crisis plan would have helped maintain a higher post
rate, as changes to my own personal situation left me struggling to create content or find a new
direction to take the content calendar i
4. Page | 3
SECTION II: SUPPLEMENTARY DATA
I. SOCIAL MEDIA COMPETITIVE ANALYSIS
NAME SUMMARY LINK FOLLOWE
RS
PROMO POSTS AVG.
ENGAGEME
NT
Benjamin
Mascioli
(Me)
Own page Here 181 0% 247 L: 21.8
C: .83
Boycott
Coffee Co.
Labor-
advocacy
focused
coffee co.
Here 961 60% 124 L: 54.16
C: 4
Isabel Soto Photographer
and coffee
blogger,
community
opinion
leader
Here 2,667 10% 458 L: 302.6
C: 5.66
Brandywine
Coffee
Roasters
Coffee
company
Here 32.7k 80% 3544 L: 171.16
C: 1.16
II. SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Comprehensive understanding of topic
• Unique focus on global industry issues
• Ability to generate plenty of content
throughout regular workday
• Strong grasp of voice and tone
• Few pre-existing followers
• Don’t have a history of regular
frequent posts
• Limited skill with graphic design,
photo/video editing
OPPORTUNITIES THREATS
• Utilizing Instagram to engage
followers in an important economic
issue
• Establishing myself as a notable
member of the local specialty coffee
industry
• Leveraging post engagement into ROI
in the form of business and potential
career opportunities.
• Extremely strong competition for
attention from established community
influencers
• Topic potentially disinteresting to
audience outside of target
5. Page | 4
III. SOCIAL MARKETING PLAN BUYER PERSONA
James
Male, 25 to 34 years
EDUCATION
Some college
PROFESSION
Coffee Roaster, Barista
ANNUAL INCOME
$35,000
INTERESTS
Coffee Industry,
Artisanal Foods,
Environmental Activism,
Labor Rights
HOBBIES
Art, Music, Hiking, Bike
Riding
PERSONALITY
SUMMARY
He is an innovator and a
risk taker. He is very
community oriented and
looks for craftsmanship
in all things he consumes.
While he enjoys
interacting with brands
on social media, he is
critical of any brands that
don’t appear genuine in
their tone (overly casual
corporations).
BENEFITS SOUGHT
Was the product
made/sourced ethically?
Is it the best possible
quality?
Is the manufacturer an
expert in their product type?
Does the product show
creativity and innovation?
SOCIAL MEDIA USAGE
Check updates from
competitor coffee
companies.
Share UGC (coffee photos,
reviews, etc.)
Watch videos from industry
influencers (James
Hoffmann, Erika Vonie)
Read blog updates from
experts and organization
(Scott Rao, SCA)
Follow favorite musicians
Keep up with news and
politics
SOCIAL MEDIA USER
TYPE
Devotee: Shares pictures of
morning brews, tagging
other roasters, posts
occasional stories
throughout the day
Maven: Regularly
comments on other product
posts with questions,
reviews.
Ambivalent Networker:
Enjoys using social media,
but somewhat skeptical of
being too much online.
Likely to log off at end of
day.
CHANNELS USED
Instagram
Twitter
Facebook
YouTube
SOCIAL
TECHNOGRAPGIC
CATEGORY
Social Savvy
High Discover
Mid Explore
Mid Buy
Low Use
High Ask
High Engage
PREFERRED CONTENT
Photos
Artistic image posts
Infographics
Story videos
Informational videos
Review videos
6. Page | 5
IV. CONTENT CALENDAR (PLANNED)
DATE TIME TITLE COPY IMAGE
MON
3/9/20
12:00PM Latte Art #1
- Swan
At last I am getting the hang of
pouring swans. Sorta. #latteart
#barista #coffee #latte
Latte art - Swan
TUE
3/10/20
12:00PM Slo-Mo
Espresso
Shots
Dialing in. #espresso #coffee
#barista
Video - slo-mo
espresso machine
WED
3/11/20
12:00PM Roast Day Before/After. #coffee
#coffeeroaster #greencoffee
#mediumroast
Green Coffee
(before)/Roasted
(after)
THU
3/12/20
12:00PM Burlap
Sacks/Barrel
Barrel-aging green coffee! #coffee
#coffeeroaster #barista #barrelaged
Barrel/Sacks
FRI
3/13/20
12:00PM Slo-mo
roaster vid
Cool roast curves. @frasiercult
#coffee #coffeeroaster #roastcurves
Slo-mo roaster
video (shoot
Friday 3/6)
MON
3/16/20
12:00PM Mondays It is, unfortunately, Monday.
#coffee #barista #Monday
Video - coffee
pour
TUE
3/17/20
12:00PM Fair Trade The need for economic justice in
the coffee industry has never been
more profound. Fair Trade is one
standard helping to fight for the
rights and wages of coffee farmers
around the world. Swipe for more!
#coffee #economics #fairtrade
#fairtradeorganic
Fair trade stickers
WED
3/18/20
12:00PM The Map Origins. #coffee #mural #map
#coffeetrade #economics
Coffee map wall
mural
THU
3/19/20
12:00PM Direct trade While no formal standards for
direct trade exist currently, it is
often the means by which coffee
growers can best advocate for
themselves. #coffee #directtrade
#economics
Direct trade
infographic
FRI
3/20/20
12:00PM Latte art -
Rosetta
Weekend latte. #coffee #latteart
#coffeeroaster #barista #latte
#almondmilk #vegan
Latte art - Rosetta
7. Page | 6
V. CONTENT CALENDAR (ACTUAL)
DATE TIME TITLE COPY IMAGE
MON
3/09/20
12:00PM Latte art -
Swan
Finally (almost) getting the hang of
swans. Sort of.
#latteart #coffee #barista
Photo: Latte art
- Swan
FRI
3/13/20
11:00AM Roast Day A little #beforeandafter for ya. Lots of
roasting to do today, all of the #covid
#doomsdaypreppers stocking up on
coffee.#coffee #barista #coffeeroaster
#mediumroast
Photo: Green
coffee
(before)/Roaster
coffee (after)
MON
3/16/20
1:00PM Coffee pour Just gonna post some soothing slo-mo
coffee vids for these trying times.
Stay safe out there. And by "out
there" I mean "inside". #coffee
#barista #slowmotion #coffeeroaster
#dripcoffee
Video: Slo-mo
coffee pour
TUE
3/17/20
11:00AM Roaster beats chill quarantine beats to drink
coffee/self isolate to
@sleepyfishmusic
@chillhopmusic .#coffee
#coffeeroaster #barista #quarantine
Video: Slo-mo
roaster
FRI
3/20/20
9:30AM Chemex One nice thing about being stuck at
home, I guess.#coffee #chemex
#ireallyneedtobuyagrinder #pourover
Photo: Chemex
with coffee
FRI
3/20/20
2:00PM Barista
relief/Worker
Justice
I'm extremely fortunate and grateful
to have a comfortable place to ride
out this period of national crisis, but
for many other baristas (and other
service industry folks who already
live with constant precarity) the next
few weeks are going to be difficult to
get through. So please consider
ordering some bags online from your
favorite local roaster, or check to see
if the cafes in your neighborhood
have set up barista relief funds that
you can contribute to! Some Philly
area shops/orgs are tagged below.
#barista #corona #covid19 #covid
#coffee
#whyarentyoupeoplevotingforbernie
@reanimatorcoffee
@phillybaristajustice
@cafeworkers.united
Photo: At home
with the dog
8. Page | 7
SECTION III: CONTENT & POST ANALYSIS
I. Post #1: Latte Art – Swan
View Post Here
ENGAGEMENTS
LIKES COMMENTS
19 0
NOTES
This post was intended as the introduction to the social media calendar. The original goal
of the plan was to share information about the economic crisis happening in the global coffee
industry, but because that topic is fairly academic and off-putting to members of the community
who aren’t already engaged with it, I wanted to begin with a few days of posts to draw in attention
in a casual, entertaining way. Latte art photos are an easy way to generate engagement from
existing members of the local coffee community, as well as create interest from more casual
members outside the target market. The Swan is considered one of the most advanced free-pour
shapes and requires a mastery of the craft to regularly execute. The intended effect of this post was
to thus establish myself as an expert in the specialty coffee field, as well as provide an entertaining
post to generate engagement among potentially interested individuals outside of that audience.
9. Page | 8
II. Post #2: Roast Day
View Post Here
ENGAGEMENTS
LIKES COMMENTS
21 1
NOTES
In the original calendar, this post was planned for Wednesday, March 11. It was instead
posted on Friday, March 13, with altered copy from the planned post. Earlier in the week, it became
apparent that COVID-19 was to be a full-blown national crisis, whereas things were normal only
days before. I realized very quickly that the original strategy of generating discussion about
economic justice in coffee-producing nations was no longer viable, as most of the target market
experienced personal crises. Trying to engage the social audience about a far-off issue while many
were in the process of losing their income, or at least having to make a huge adjustment to how
their businesses were run. My own life was thrown into a similar chaos as my own place of work
temporarily closed, limiting my ability to take the photos required of the original content plan. I
shifted focus to creating a peaceful series of posts while brainstorming what calls to action I could
incorporate in future posts.
10. Page | 9
III. Post #3 – Coffee Pour Video
View Post Here
ENGAGEMENTS
VIEWS LIKES COMMENTS
87 23 0
NOTES
While there were other video posts scheduled before this one in the original plan, they were
cut as I was unable to capture the videos necessary for the content after my work schedule was
adjusted for COVID-19. So, this ended up being the first video post in the series. This was the first
day that my job re-opened on a takeout only basis after a brief temporary closure, so I made the
decision to begin including some messaging about staying home and social distancing in the copy
of the post. I continued with the adjusted goal of generating soothing content, as many members
of my target audience were still in the midst of doing crisis management within their own lives.
11. Page | 10
IV. Post #4 – “chill quarantine beats”
View Post Here
ENGAGEMENTS
VIEWS LIKES COMMENTS
50 13 0
NOTES
This post is another that was altered from the planned campaign, which had included some
more information about roasting originally. The copy was adjusted to reflect the new focus on
being an escape from the stress of the crisis, and the video, which is a slowed down clip of coffee
being blended in roaster, was adjusted to include music. The song, which was released royalty-
free by the label Chillhop Music, was chosen in reference to a popular YouTube channel, the title
of which has also become a meme. This post had the most direct ROI out of the whole calendar.
Shortly after posting, I received a message from a professional contact who is opening a coffee
shop in Raleigh, North Carolina. The conversation resulted in an agreement for him to purchase
some coffee from where I work as a roaster to sell in his shop once it opens. Though the timeline
for that deal is still in flux as a result of the ongoing pandemic, I put him in contact with my job’s
wholesale manager to formalize those details when they are available.
12. Page | 11
V. Post #5 – Chemex at Home
View Post Here
ENGAGEMENTS
LIKES COMMENTS
23 0
NOTES
This post had to be created last-minute after I found out several of my work shifts had been
cut due to a decreased labor budget. Brewing coffee at home had become a trend among members
of the target market who were no longer going into their normal places of work, which was exactly
the situation I found myself in. Still wanting to keep in-line with the original persona of someone
who is interested in specialty coffee, I opted to share a photo of a pourover made with a Chemex
brewer, which is a staple in many specialty shops. The copy was chosen to communicate sympathy
with those in the community who were now stuck inside their houses, while also trying to continue
with the positive tone that had been established in prior posts. I also deviated from the originally
planned post times, since the day-to-day schedule I was working around was no longer in effect
for much of my target market.
13. Page | 12
VI. Post #6 – Barista Relief Funds/Service Worker Advocacy
View Post Here
ENGAGEMENTS
LIKES COMMENTS
31 4
NOTES
This post, which was posted a few hours after the previous one, was another that was
improvised after a change in schedule made the post planned in the content calendar impossible.
Over the course of the week prior, groups within the target market began sharing relief funds for
employees experiencing a loss of income as a result the COVID-19 crisis. Some of these funds
were set up by coffee companies who could no longer afford to pay their employees (or to
compensate for the lack of income generated by cash tips now that cafes were no longer offering
in-store service to customers), while others were set up by worker advocacy groups for employees
of companies who had neglected to set up any kind of employee aid. Social issues like this are
important to the campaign’s target audience, so I chose to post a call to action for my followers to
support these small businesses, relief funds and advocacy organizations. It received the most
14. Page | 13
engagements of any post in the calendar, and for future campaigns I will incorporate more direct
calls to action in posts.