DIGITAL MARKETING STRATEGYNathan Lattanzi, Ryan W. Brewer, Kelly Doherty, Wenye Tang, Jeannie Krieger, Josh Schroeder, Spring Wedlund, Cecily Quintana, Michele Harman, Tom Kraxberger

BRAND EXCELLENCE

• Pioneer in Relationship Coffee - Embedded sustainability

• Talk the talk and walk the walk• Rich collateral and content: photos, stories, videos,

brand ambassadors• Successful Events• Clout in the Coffee Community

S.W.O.T ANALYSIS

Strengths• Rich content & Stories exist• Let’s Talk Coffee Events• Relationship Coffee Model• Certified B-Corp• Transparency in Relationship tracking &

business model• High Quality & Consistent product• Pioneer in Direct Trade and Relationship coffee• Innovative research & training with farmers

Weaknesses• Website’s Content lacks hierarchy• Communicating Brand Differentiation• Articulating values to justify price margin• Lack of marketing resources• Messaging is too soft and humble

Opportunities• Ability to start a coffee revolution -- think BIG• Leverage Let’s Talk Coffee as a year round

featured event (through web)• Demonstrate the Traceability Technology • Engage retail partners in telling the Sustainable

Harvest story

Threats• Price volatility of coffee• Supply - longevity at risk from below-market

costs• Environmental Impacts of climate• Competitors prices are lower • Differentiation - “people have co-opted brand

THE OBJECTIVE:

Increase sales by xx%

TARGET AUDIENCE

• Mid-size coffee roasters• North American market• Premium brand coffee• Aligned values

THE STRATEGY

• Compelling Stories• Thought Leadership• Customer Journey

CUSTOMER JOURNEY

ESTABLISH AN EDITORIAL FRAMEWORK

DEFINE YOUR BRAND NARRATIVE

Your brand is the story

Your brand is a character in the

story

Your brand comments on a

story

Master Content Narrative

Product Launch

Events and corporate

announcements

Highlight customer

stories

Proactive Customer Support

Real-time, trending

and lifestyle

Curated, 3rd party

industry content

THE TACTICS

1. Let's Talk Coffee

2. Social Media

3. Online Advertising 4. Website

1. LET’S TALK COFFEE D I G I TA L E D I TO R I A L P L AT FO R M

( D i g i ta l M a ga z i n e )

www.susta inablehar vest .com/letsta lkcoff ee

1. LET’S TALK COFFEE B R E W E D B Y S U S T A I N A B L E H A R V E S T

A C O N V E R S A T I O N A B O U T C O F F E E

Editor In Chief: Pam Kahl Managing Editor: Robbie Lane

312

Days UntilLET’S TALK COFFEE

PANAMA

Regions RoastersFarmersEvent Sponsors Fast 5Features

1. LET’S TALK COFFEE E D I T O R I A L C A L E N D A R

MARCH 2014SUN MON TUE WED THUR FRI SAT

1

2 3 Country Profile: Brazil

4 5Farmer Profile: TBD

6 7Roaster Profile: Stumptown

8

9 10 11Contributor Article

12 13Fast 5 Facts

14 15

16 17 18 19 20 21 22

23 24 25Contributor Article

26 27 28 29

30 31

2. SOCIAL MEDIA S H A R E L E T ’ S TA L K C O F F E E C O N T E N T

I N R E L E VA N T C H A N N E L S

2. SOCIAL MEDIA

1. Sharing Stories2. Prioritizing Channels3. Content Pillars

3. ONLINE ADVERTISINGN AT I V E A D V E R T I S I N G

Syndicate content on publishers across the web using ad platforms

3. ONLINE ADVERTISINGN AT I V E A D V E R T I S I N G

Partner with synergistic trade publications

4. WEBSITE I M P R OV E W E B U S E R E X P E R I E N C E

• Evergreen• Transactional• Strong call-to-action• Bring value statement to the homepage• Illustrate “relationship coffee”• Consolidate pages

“Join the movement: source with the future”

“Invest in the future of coffee”

4. WEBSITE

I N T E R A C T I V E R E T I O N S H I P C O F F E E M A P

4. WEBSITE W E B S I T E F E E D B A C K : B O U N C E

Homepage | Vision | About | Coffee

Contact – Reiterate compelling call to action. Provide contact form.

KEY PERFORMANCE INDICATORS

• Attendance at events• Opt-ins to receive digital magazine in their inboxes• Number of clicks/shares/engagement on social media• Traffic to website from syndicated content• New leads

IN SUMMATION

DON’T BE HUMBLE, BRAG MORE!