final cofee masters plansbok portfolio

7/31/2019 Final Cofee Masters Plansbok Portfolio

1/18

1

Coffee Masters

I n t e g r a t e d

c o m m u n i c a t i o n s c a m p a i g n

S p r i n g

2 0 1 2


2/18

2

2Coffee Masters

I n t e g r a t e d

c o m m u n i c a t i o n s c a m p a i g n

Executive Summary 3

Research Summary 3

Situation Analysis 4-10

Secondary Research 11

Primary Research 12-14

Problems and Opportunities 15

Target Market Profile 16

Marketing Objectives 17

Communication Objectives 17

IMC Strategy 18

Creative Strategy 18

Creative Brief 19-21

Tactics 22-24

Media 25-28

IMC 29-31

Evaluation 32

Summary 33

Appendices 34

T a b l e o f C o n t e n t s

2


3/18

3

Executive Summary

The first step was to learn about the company, the industry, the consumer, the competition

and the product. Secondary research was through online resources, including research

reports, company profiles and company websites. What wasnt accessible through existing

sources, was turned into questions for primary research.

For primary research, it was decoded that a survey as well as several one on one personal

interviews would be most beneficial. The website SurveyBuilder was used to compile a list

of twenty questions perceived to be conducive to our research needs. This list included

several demographic questions, questions asking about purchase decisions, coffee and tea

behaviors, as well as a recognition question in which survey takers were asked of their

awareness of the Coffee Masters products. The survey was distributed via

email and through social media to 100 consumers, with 86 surveys

completed for analysis. One on one interviews were conducted with four

people of varying demographics.

Research summary

The Coffee Masters products exude class, elegance, and indulgence. The goal of

this Integrated Communications Campaign is to communicate these exact

feelings to the target audience most receptive to the Coffee Masters products.Though the campaign will pull from several aspects of the companys current

marketing communications, such as the holiday promotion and main target

market, the goal is to expand the markets, and reach these markets in a more

effective manner through a variety of mediums. While this campaign will utilize

traditional media, such as print ads and radio spots, a large portion of marketing

efforts will be geared towards new age social media outlets such as Facebook

and Twitter, after realizing what a large portion of consumers are active on

these sites. Overall, the main goal of this campaign is to create a cohesive and

recognizable brand perception for Coffee Masters as marketed direct toconsumers that becomes each persons go-to option for their gourmet coffee

needs.

3


4/18

Situation analysis

The Caf Connection is a specialty coffee distribution site that was founded in 1997. Takingpride in their dedication to producing all of their products in house, the Caf Connectioncontrols the entire coffee production of their products. The Caf Connection is run solelyonline and is unique in that it offers access to ordering their products 24 hours 7 days a week.Through the Caf Connection, consumers have access not only to single-origin, 100% Arabicacoffee that the company is known for, but also to teas and other award winning products suchas premium cocoa and apple cider.

Originally created by Coffee Masters, Inc., the Caf Connection was founded to meet the highdemand for the specialty coffee and teas that Coffee Master, Inc. was producing, directly to theconsumer. Coffee Masters Inc., was founded in 1985 as one of the first on the scene of fresh

gourmet coffees, as at the time there were only around five other companies producing freshroasted coffee to wholesale consumers. Through time, its products have expanded to offeringover 200 varieties and still remains true to their mission today. The company is currentlylocated in the heart of the Midwest in Spring Grove, Ill., and its 50,000 square foot facility

plays home to all parts of the creation, packaging, and distributing of the products. Today TheCaf Connection runs independently from Coffee Masters Inc., but still relies on their foundingcompany to select, roast, and package their coffee.

The Caf Connection currently conducts all of their business through the websitewww.thecafeconnection.com. In addition to the presence that the Caf Connection has built onsocial networks such as Twitter and Facebook, their products are also now available to beordered through amazon.com.

4


5/18

9

Situation analysis

Strengths: The Caf Connection fits in well with the current trend of

coffee drinking, which has become a mutli-billion dollarbusiness.

Research shows that consumers are interested in gourmetand specialty coffees. Consumers are more likely to spendmore money on pricier but higher quality coffee and tea

products. Organic items are also popular withinconsumers.

The Caf Connection offers a variety of specialty items.In addition to offering specialty coffees their Ashbys tea

selection also boasts a large variety of selection.

The Caf Connection already has a built in audience ofcostumers who currently shop on their website and areloyal to their brand. The regular customers of The CafConnection are females age 35+. There is already anaudience that is loyal but just needs to be expanded.

Weaknesses: The Caf Connection needs to

develop stronger brand consistency.There are a lot of brand names suchas The Caf Connection, CoffeeMasters and the specialty products.These are listed throughout theentire website. It is difficult for TheCaf Connection to be associatedwith one specific brand image.

Along with brand inconsistency is

packaging. The packaging variesbetween each product. Again it ishard to associate Ashbys tea withThe Caf Connection.

When purchasing products fromtheir website, The Caf Connection

prompts the customer toamazon.com. This is a weaknessbecause the customer should neverbe prompted to purchase itemselsewhere.

The Caf Connection is onlyavailable online. This is adisadvantage to the people who

primarily purchase their coffee andtea at grocery stores and retailstores. It is a limitation to the

product exposure.

Opportunities: A way to achieve consistency is through packaging. The

logo and redesign of the packaging to incorporate aunified look for The Caf Connection.

Educate consumers of the in house production ofproducts. Specify that everything is made in house andmake this very apparent to consumers.

Redesign the website. Rearrange things such as theconnect with us and make it into a floating banner.

Reach out to new audience and expand current audience.

Create an employee appreciation basket and reach out to

businesses as potential new customer. Sell coffee tooffices and businesses

Threats: Accessibility of the products. It is often inconvenient for

people to purchase online because of the waiting period ittakes for the coffee reach the consumer. Competitorsoffer coffee and tea at cheaper prices.

Amazon is potentially taking business away from TheCaf Connection and rendering the site unnecessary.

9


6/18

Situation analysis

35-60 year old women

Married or single

4 year degree or higher

$35.000+ annual income or retired

Upper middle class to upper class status

Active lifestyle

Active on social media websites

Busy daily schedule

Appreciates the finer things in life

3560 year

old male Married

May havechildren

4 yeardegree/higher

$65,000 + annual income (or) retired

Own Home/Property

Executive level job Travels for business

Tech savvy

Values material things

18-24 years

College Student at 4 year university or gradschool

Men and women

Packed schedule between classes and parttime job

Works 20-40 hours perweek

Comes from affluentfamily

Urban setting

Large social network

10


7/18

Research overview

O b j e c t i v e s

To understand consumers aversion to purchasing

coffee/tea products online

To determine consumers current awareness of

Coffee Masters products

To understand the purchase behavior of primary

target market as well as secondary and tertiary

target markets

To determine the amount of the target market is

active in social media, and on which sites

To determine if consumers would need to try the

products before they would be willing to purchase

them online

To understand consumers perceptions of gourmet

coffee

S t r a t e g i e s

Quantitative: We created an onlinesurvey via Surveybuilder.com tosend out through email. Our surveyconsisted of a mixture of fifteenquestions, which included closedended, scaled, and multiple-choicequestions. We relied on teammembers experience doingconsumer research to decide whatquestions to include that would

provide us with the best feedback.

Our surveys were sent to peers,friends and family and also askedthese recipients to forward thesurvey amongst their own circles.

Qualitative: We created a series ofquestions to be asked in a one-on-one personal interview format torespondents that fit in our primaryor secondary target. Thesequestions were built off the same

concepts as the questions includedin the survey, however, weredelivered on an open-ended formatin which respondents could

M e t h o d o l o g y

Surveys were disseminated to 100 consumers of

varying demographics and psychographics via

Facebook and email. 86 of these surveys were

completed for analysis. Of these surveys, 77% were

female respondents, 22% were male respondents and

1% preferred not to say. Surveys were distributed

during a two week period.

One-on-one interviews were conducted with 5

different individuals. Of these individuals, three were

in our primary target market, with the other two each

coming from our secondary and tertiary target

markets. These individuals were targeted via personal

relationships with our marketing communications

team. The interviews each lasted between 5-15

minutes.

12


8/18

13

Primary Research

77% female, 22% male, 1% prefer not to say

98% of respondents active on social media, with Facebook being most used (41%),

closely followed by Twitter (25%)

63% of respondents at least like email or direct mail incentives on a Likert scale

28% of respondents prefer to brew their own coffee/tea at home

35% of respondents prefer to both brew their own coffee/tea at home as well as pur-

chase coffee/tea beverages on the go

70% of respondents said they would be willing to purchase coffee/tea from an online

vendor, with 46% of those needing to try the product before purchasing

85% of employed respondents said they would be willing to purchase coffee/tea from

an online vendor

13


9/18

17

Marketing objectives

Create brand awareness by re-packaging products and re-designing the website.

Thereafter, advertising through a multitude of mediums such as Twitter, Face-book, LinkedIn, Tumbler, and etc

Expand the target audience amongst two additional categories: men 35 plus andcollege students. Research shows that alongside the current target audience-women 35 plus, these two groups consume just about the same amount of coffee.

Continue to increase 4th quarter sales, but by 10-25% between months June-December through online promotions, seasonal sales (spring coffees-winter teas),and holiday package deals.

communication objectives

To create a cohesive branding strategy for the Caf Connection, that will allowcostumers to easily perceive and recognize the Caf Connections brand, whichwill in turn make them more likely to form a promotable emotional connectionwith the business and its products.

A 15% brand association improvement within current customers within 1 year.

To have a 20% or better positive brand association within new costumers sur-veyed while the campaign is running.

17


10/18

Imc strategy

Creative strategy

The big picture of this Integrated Communications Campaign is to create a

cohesive position of Coffee Masters products as Your Inner Cup of Calm. For

advertising measures, the aim is to target each of the target markets in print

advertisements, using pictures of these consumers with the Coffee Masters

products exuding a tone of calm and luxury. For event marketing, the aim is to

associate the Coffee Masters brand with a not for profit fundraiser, both helping

create a positive brand image and helping to get the Coffee Masters name

recognized amongst the target consumers. For sales promotions, the main idea is to

continue the holiday sales event, keeping the Coffee Masters current consumer

base while reaching new consumers through direct mail incentives, such as dollar

amount coupons. Social media will be one of the largest components of the IMC

campaign, with the overall goal being to establish a two way relationship withcurrent and potential consumers. By opening up the communication channel, Coffee

Masters will have a more personal relationship with each and every consumer. Each

of these components will maintain the same color scheme, message and big idea

in order build consumer awareness and positive perception.

To position Coffee Masters as a well-deserved treat for consumers and promote

the products as their personal escape from the monotony of everyday life

Eliminate confusion by marketing the Coffee Masters brand/logo and eliminat-

ing the Caf Connection website and logo

Include creative which features a mom from our target market enjoying her

Coffee Masters drink in the midst of her crazy life

Maintain a luxurious tone throughout all creative and interactive advertising

endeavors

18


11/18

23

tactics

P r i n t a d s :

23


12/18

tactics

B i l l b o a r d a d s :

Combat morning traffic with a cup of Coffee

Visit www.coffeemasters.com. Find Your Cup of Calm.

24


13/18

Media

O b j e c t i v e s :

To reach 60% of women living in the Chicagoland area between the ages of 35

and 60 at least twice a week during the first 6 months of the campaign

To reach 30% of college students living in the Chicagoland area between the ages

of 18 and 24 at least once a week during the first 6 months of the campaign

To reach 30% of men living in the Chicagoland area between the ages of 35 and

60 at least once a week during the first 6 months of the campaign.

S t r a t e g y :

The media strategy of this campaign is going to focus on reaching each of the three

target markets. The print ads, radio ads, and billboard ads are going to be focused

on the primary and secondary target markets. Men and women in this age bracket

are most likely to be reading the newspapers, as well as going to be more likely to

be commuting in the morning and in the evening to and from work or on their daily

errands. These men and women are most likely going to be stressed and needing a

break from their daily routine, which the ad communicates through its slogan to

Find Your Cup of Calm.

The primary strategy for reaching the tertiary target market is going to be through

the social media campaign using Facebook and Twitter. Though these methods will

also reach the other two targets, research finds that the young adults of todays gen-

eration are best reached through social media methods. Also, this age demographic

would be most receptive to the direct mail incentives, as young college students

dont have the types of funds to afford gourmet coffee all the time. For this reason,

the Groupon incentive will also be aimed at this target.

The event strategy will be aimed at the primary target market. Considering that the

fundraiser is Lunafest, which is by and for women, the primary target will be most

receptive to this method. Also, the salon and day spas method will be targeted at

this same demographic. These ads will be concentrated during the months of April

and May, as to target women who are treating themselves for Mothers Day.

26


14/18

29

Advertising

Sales promotion Direct mail incentives mailed to consumers in the target demographic

throughout the Chicagoland area (Hinsdale, Elmhurst, Northbrook, etc. )

Direct mail email incentives mailed to past and current consumers of Coffee

Masters products

Groupon DailyDeal for $10 off their next Coffee Masters purchase

Holiday sale continued based on past Coffee Masters holiday promotionsevents

Print ads run in the Chicago Sun-Times and in the Chicago Tribune, using

mock print ads with slogan Find Your Cup of Calm Out of home ads: billboard advertisements placed on main expressways

connecting the city of Chicago with the rest of the Chicagoland area. This

includes I-290, I-294, I-90, and I-94.

15 second radio spots aired on morning and evening rush hour traffic radio

stations to target those in the bumper to bumper traffic commuting to

work or to daily activities and errands

29


15/18

Direct marketing

Event marketing

Once a year, event marketing efforts will be focused on theLunafest event in Chicago, Ill. This event, dedicated to short

films by, for, and about women, fits perfectly within the Coffee

Masters target market. The event, established in 2000, benefits

The Breast Cancer Fund and is backed by the Luna Bar Whole

Nutritional Bar for Women. Coffee Masters products will be

served at the event, as well as small sample packages given to all

attendees of the event, along with a pamphlet explaining the Coffee Masters products as

well as how to purchase them online. As 100% of proceeds benefit the foundation, it helps

promote the Coffee Masters as a socially responsible brand as well as increases brandawareness for the target market.

Coffee Masters prides itself on being a fully in-house produced product. For this

reason, direct marketing efforts will target those in the local Chicagoland area

that this would most appeal to. Incentive coupons will be disseminated amongst

all past and current Coffee Masters consumers, as well as all consumers in

affluent neighborhoods surrounding the Chicago area that fit within the target

market. For example, coupons will be sent to women ages 35-55 in areas such as

Hinsdale, Elmhurst, Northbrook at Lake View that fit the target profile. Email

incentives will be sent to all of those who have purchased products from the

Coffee Masters, Caf Connection or previous Amazon outlets.

30


16/18

31

Social media

The social media campaign involves both Twitter and Facebook, considering that the

primary research discovered that these two websites were most used by the respond-ents.

Facebook-

The Facebook campaign would aim to get users involved in the social media outlet by

liking the Coffee Masters fan page. Upon liking the page, users would be rewarded

with a $5 off coupon for their next Coffee Masters purchase, as well as be entered into

a contest to win free admission to the Lunafest event. The amount of Facebook fans

would be measured at each of the evaluation periods.

Twitter-

The Twitter campaign would aim to form an interactive communication channel with

its followers. Again, by following the Coffee Masters Twitter page, users would be of-

fered a $5 off coupon. Also, users would be encouraged to tweet at Coffee Masters with

their questions, concerns or compliments about the product, with the user that tweets

them the most winning free admission to the Lunafest event.

31


17/18

evaluation

The campaign would be evaluated at three periods throughout the year. The first would be

October 2012, just prior to the holiday season. Second would be in January 2013, just afterthe holiday season. Finally, the campaign would be evaluated in May 2013 in order to meas-

ure the Mothers Day campaign efforts.

Evaluation would be done to measure the following:

Brand awareness: send out surveys to consumers in the geographic and demographic

target market to test their knowledge of the Coffee Masters products.

Website appeal and usability: have visitors fill out a short survey at the end of their in-

ternet visit in exchange for an incentive coupon

Number of users liking and following social media web pages as well as number ofmentions on Twitter

Satisfaction of current consumers: send out surveys via email to current and past users

to test their overall satisfaction

Sales from campaign launch through May 2013

32


18/18

33

summary

The primary and secondary research has led to the strategic planning of thisIntegrated Marketing Communications Plan. This campaign aims to target threesegments of the market, the 35-60 female demographic, the 35-60 male demographic,as well as the 18-24 year old college student demographic. These markets are mostreceptive to the Coffee Masters products, a gourmet, in-house, personalized coffeebrand. By utilizing several media outlets, such as print ads, direct marketing, radioads, events, social media, and sales promotions, each of these target markets iseffectively reached at the frequency of which is required in order to build brandrecognition. Having different modes of advertising aimed at different demographics,the point is to relate the same message in a manner that relates to each market in themost meaningful way. At the end of the 12 months of this campaign, the goal is to

have consumers not only recognize the Coffee Masters brand and products, but toprefer it over all other coffee/tea products when searching for their Cup of Calm.Having a higher price point than some of its competitors, Coffee Masters needs to

position itself as the luxurious choice for those seeking an indulgence in theirbeverage consumption.

ZMUDA N. BOTTOM'S UP! A LOOK AT AMERICA'S DRINKING HABITS. AdvertisingAge [serial online]. June 27, 2011;82(26):4-5. Available from:Academic Search Complete,

Ipswich, MA. Accessed April 16, 2012.

2011 Coffee and Ready to Drink Coffee In the US. Packaged Facts

December 2011. Available from DePaul University D2L. Accessed May 1, 2012

references

final cofee masters plansbok portfolio

Documents