final cofee masters plansbok portfolio
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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
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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
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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.
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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.
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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.
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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
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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.
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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
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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.
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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
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tactics
P r i n t a d s :
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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.
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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.
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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
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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.
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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.
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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
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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