marketing strategy powerpoint

1. Dark Horse Espresso Bar
Digital Marketing Strategy
Jonah Sherman-Waterman 040-578-965
James Chiang 036-859-114
Amy Girvan 036-769-149
Lucas Perri 047-400-114
Jessica McEachern 056-493-141

2. Key Goals
 Expand awareness of the brand throughout Toronto
and the GTA
 Continue to build more store locations
 Become known as one of the best coffee shops in
all of the GTA

3. Company Overview
 Dark Horse is a small coffee bar business that
resides locally in Toronto
 Currently have 4 shops open (Queen St. East,
Queen St. West, John St. , Spadina Ave) and a
new one being built on Geary Ave.
 They offer coffee and espresso as well as soups,
sandwiches, pastries and other snacks
 Their current digital ecosystem is not extensive;
Only a few relationship and reach channels
(Instagram, Twitter, Facebook, website, word of
mouth)

4. Competitive Analysis
 Very easy to find
 Located at busy intersections, and even in some less high traffic
areas
 Website is extremely informative and easy to navigate; provides
ample info about in-store events, promotional offers, community
involvement, etc.
 Loyalty program
 2 mobile apps (one for Android, one for Apple)
 Utilizes several reach & relationship channels (social media, word of
mouth, etc).
Starbuck
s

5. Competitive Analysis
 Very easy to find, most common coffee shop
 Website is informative and easy to navigate; provides info about
products, promotional offers, locations, live Twitter feed etc.
 Loyalty program
 2 mobile apps (one for Android, one for Apple)
 Advertises thoroughly: TV, print, YouTube
Tim Hortons

6. Competitive Analysis
 Internationally recognized
 Website is informative and easy to navigate; provides info about in-
store events, charity work, menu and products, nutritional info, etc.
 Loyalty program
 Mobile apps restricted to USA
 Limited number of reach channels used (Twitter, Instagram,
Facebook)
Aroma

7. Culture/Trend/Landscape
Analysis
 Digital Experience:
-Minimalist design/maps
-Yelp reviews/other blog reviews
 Social Media:
-Twitter, Facebook, Instagram
 Main Website:
-Very limited info; live feed of social media sites &
directions to locations.

8.  Starbucks/Second Cup
-Already have brand awareness
 Local Shops/Emerging Shops
-Needs to have information available in order to
attract potential customers
Culture/Trend/Landscape
Analysis

9. Consumer Analysis
 Our target audience is younger adults aged 18-35 who reside in the Greater Toronto
Area .The demographics of this target audience consists mainly of students and people
who are earning lower incomes, they will most often purchase cheaper brands of coffee.
 They are people who purchase at least a moderate amount of coffee and typically have
a routine or time of day in which they prefer to purchase it
 They prefer that a coffee shop offers alternative beverages and meals but not to the
point where the coffee shop environment becomes a fast food restaurant such as
McDonalds and Tim Horton's
 Our target audience enjoys a quiet and relaxing environment with comfy seating and
work space. Having Wi-Fi internet is essential as well since most of the target audience
consists of people who are actively using laptops and mobile devices for educational,
business, and personal use.

10. Strategy Statement
 Our strategy is to increase the awareness and
popularity of Dark Horse Espresso Bar within a one
year time span.
 We will successfully complete this mission by
improving how the company utilizes their digital
marketing reach channels.
 Dark Horse Espresso Bar will also continue to
establish more store locations all around the GTA.

11. Recommended Tactics
 Create and share more social media content to
consumers
 Make Usability adjustments to the company
website
 Offer incentives for consumers to follow the coffee
shop on social media and visit one of the store
locations on a weekly basis

12. KPI Framework
Goal:
• Give customers a
reason to want to visit
Dark Horse Espresso
Bar
Tactic:
• Increase amount of
information on website
• Partner with social
media sites
KPI:
• Amount of time spent
on website
• Number of social
mentions
• Page views per visit
• Number of website
visits through ads
Program Goal: To increase revenue in our businesses and expand into the GTA
Awareness Consideration Purchase
Post Purchase /
Repurchase
Goal:
• Increase media
coverage to more
networks and
platforms
Tactic:
• Print and Online
Advertising
• Provide more
information on the
company website
KPI:
• Social mentions
• Digital flyer click
through
• Print flyer delivery
Goal:
• Increase sales
revenue through
increased awareness
Tactic:
• Create promotions
• Hand out coupons in-
store to bring
customers
• Provide menu info on
website
KPI:
• Number of
coupons/promotions
used
• Number of walk-ins
• Product page views
• Number of store
locator clicks
Goal:
• Increase number of loyal
customers to allow
expansion throughout
GTA
Tactic:
• Create loyalty program
• Send out email
newsletters with info
regarding promotions,
products/merchandise
and events/news
• Offer option to purchase
products/merchandise
online
KPI:
• Number of redeemed
rewards from loyalty
program
• Number of clicks on email
newsletter
• Number of online sales of
products/merchandise

13. Dark Horse Espresso Bar
Digital Marketing Strategy