red barn coffee roasters
DESCRIPTION
AdvertisingTRANSCRIPT
RED BARN COFFEE ROASTERS AD CAMPAIGN
Campaign Members
Jennifer Burke
Alastair McDougall
Trevor Sullivan
James Bucknam
Jinlan Lu
Outline
Company background Red Barn SWOT analysis Competition’s SWOT analysis Survey Research Target Audience Ad Objective Media Strategy Advertisements
Red Barn Facts
Owners: Mark & Lisa Verrochi
Opened in1997 Locations: - Boston (2) - Southborough - Westborough - Hopkinton Industry: retail &
wholesale coffee
Red Barn Strengths:
Authentic New England Style Warm & relaxing environment Good quality coffee and food Emphasis on service & reasonable price Provides a healthy menu of single bean Wholesale
Red Barn weaknesses:
Lack of marketing expertise Location is lack of advantage
Ex: FH Unstable customer base depending:
Seasons Tourist
Various of competitors around the location
Undifferentiated products and services
Red Barn opportunities:
Hire a special locator
Being connected with people in the community
Expand the customer base
Differentiate the service that is different than competitors
Red Barn Threats:
Other beverage
No formal lease at FH location
Competitors: Starbucks DD McDonalds Food court Restaurants
Red Barn Coffee Survey
Left our surveys at Red Barn for a week and a half
Only 20 respondents11 Males and 9 FemalesAges ranged from 17 to over 50 years of age
Tried to find how the customers of Red Barn feel about coffee and their drinking habits
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Newspaper Radio Word of Mouth Outdoor Signs Online Happened towalk by
How Did You Hear About Red Barn Coffee?
Survey Data Analyzed
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Quality Price Variety Service Location Convenience Other
Why Did You Choose To Drink Coffee at Red Barn?
7 Survey Participants heard about Red Barn by word of mouth
10 Survey Participants happened to walk by
10 Survey Participants chose Red Barn because of quality
3 Survey Participants chose Location and Convenience
Survey Data Analyzed
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Excellent Good Neutral Fair Poor
How Would You Rate Your Experience at Red Barn Coffee?
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Once 2-3 Times a week Everyday Only If I'm in the Area
How Often Do You Drink Red Barn Coffee?
8 Survey Participants drink Red Barn Coffee 2-3 Times a week and only if they are in the area
2 Survey Participants drink Red Barn Coffee once a day and everyday
14 Survey Participants rated their experience at Red Barn Coffee as Excellent
6 Survey Participants rated their experience at Red Ban as Good
Other Findings…
More than half our respondents were over the age of 36 (12 out of 20)
More than half the men said the only reason they drank Red Barn was because they happened to walk by and not the fact they had heard about it through any advertising
13 out of 20 of our respondents said that they drank coffee everyday
Only 7 out of 20 respondents said they drank coffee for the taste, and 6 said they did it for a pick me up
6 respondents said they drank coffee because it was a habit or a routine
Competition
Starbucks
Dunkin Donuts
Green Mountain Coffee Roasters McDonald’s Wholesale
SWOT ANALYSISSTARBUCKSStrengths Recognized brand
name Starbucks ambiance Environmental
leadership Global alliances Large capital
Weaknesses Pricing Speed of service
Opportunities Non-coffee products Promotions with Lions
Gate Entertainment Books Drive-thru
Threats McDonald’s McCafés Dilution by non-coffee
products Saturated market
Dunkin Donuts
Strengths Largest coffee retailer Reputation In house baked goods
Weaknesses Unhealthy foods Little global
recognition
Opportunities Alternative cooking
oils Partnership with
Proctor & Gamble Introduction of new
“trendy” beverages
Threats McDonald’s McCafés Extensive advertising
McDonald’s
Strengths Great global brand
recognition Environment
commitment Coffee credibility
Weaknesses Unhealthy
connotations
Opportunities McCafés Beverage expansion
Threats Starbucks drive-thru Starbucks breakfast
sandwiches
Competition Survey Data
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Dunkin Donuts Starbucks McDonald's Green Mountain
Correlation (Coffee Shop/Reasoning)
Quality Price Variety Service Location Convenience Other
Correlation between Gender and Preferred Coffee Shops
More Males Preferred Dunkin Donuts and McDonald’s
More Females preferred Starbucks
Correlation between Preferred Coffee Shops and Reasoning
Majority Preferred Starbucks because of Quality Not for Price due to
Starbucks prices being 20% higher than competitors
Dunkin Donuts received a high rating for quality and price
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Dunkin DonutsStarbucks MCD's GreenMountain
Correlation (Gender/Coffee Shops)
Male Female
Campaign Objective
To create an advertising campaign that will persuade and remind coffee buyers that Red Barn Coffee Roasters does not only brew excellent coffee, but also gives the small town New England feeling of a warm, local environment for their customers to enjoy.
Target Audience
Primary Local working class ranging 25-40 Specifically people working in the Financial
District and Gov’t Center
Secondary Tourists around Boston ranging 30 and up
Slogan
“Start your day the New England way!”
Media Strategy
Run through early Spring and Summer Pulsing strategy High frequency through spring and
summer months Regular advertising all year round Distinguish location
Media Mix
Business card / coupon Hotels and local businesses
Outdoor sign Radio commercial
92.9 WBOS 100.7 WZLX 850 AM WEEI
Business Card Front
Business Card Back
Outdoor Sign
Radio Commercial
Stations: 850 AM WEEI 100.7 WZLX 92.9 WBOS
Air Time: 6 AM – 10 AM Mon. – Fri. During Red Sox home games Special weekend times
Radio Advertisement
Radio Ad Description
OPENING SOUND: City congestion (Traffic, Horns, Construction Work, Disgruntled Commuter Yelling in Boston Accent).
Dialogue: Between Customer and Red Barn barista.
SOUND: Customer sips the fresh single bean coffee and sighs with satisfaction.
SOUND: City congestion fades into rural nature (Birds, Nature, and tranquil New England).
Announcer: “City congestion cluttering your day? Try one of our high quality single bean coffees and escape to the tranquility of rural New England.”
Announcer: “Red Barn Coffee Roasters, start your day the New England way.”
Client: Red Barn Coffee Roasters
Product: Red Barn Coffee
Title: Escape to New England
Length: 15 Seconds
Writer: Red Barn Coffee Group
Medium: Radio
Playing Time: Every Hour (6AM-10AM)
Radio Stations
Ad Objectives
Perception
Persuasion
Association
Behavior
Thank you !