360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
Research on the rise of bloggers and vloggers and how it impacts the beauty a...Ena Teo Jia En
Individual research presentation of the rise of bloggers and vloggers and how it impacts the beauty and fashion industry.
Part of Cultural and Contextual Studies.
Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Social enterprise Manifesto Café set out to be one of the most popular ethical coffee shops in Los Angeles. With a unique infrastructure that included key strategic partnerships with renowned not-for-profit organizations and popular influencers from the foodie community, Manifesto Café quickly became a local destination that attracted diverse crowds and thus, challenged the roles of neighborhood coffee shops in the communities they serve.
Because of their commitment to creating strong customer relationships coupled with a sincere dedication for fine cuisine, Manifesto converted their loyal clientele into advocates that promoted their brand beyond the life of the business.
This café case study demonstrates how Los Angeles-based digital marketing agency Social Mediums curated marketing campaigns for the cafe.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
If you own a business or manage a brand, Social media is no longer an option - its a MUST. There's Facebook, Twitter, cover photos and graphics. Then, you have Periscope, Meerkat, YouTube, Snapchat and more to worry about. There is no true playbook on what networks to use, when to use them or what makes them effective for your business. Making sure your social media successfully lines up with your business' goals can seem daunting and time consuming. It doesn't have to be. With the right tools and techniques you can not only manage a cohesive Social media presence for your company but, you can also use it to grow and engage with your audience on a totally different level than before.
Presentation by: L. Danielle Baldwin (@LDBaldwin) and Lisa Sullivan (LSullivan)
SEARCH: Social Media, Marketing, Twitter, Facebook, Pinterest, Instagram, Periscope, Meerkat, LinkedIn, YouTube, Vine, Social Branding, Branding
Jcp final digital_marketingstrategy-final-8Lori Peters
JC Penneys Powerpoint Presentation for NBC's Fashion Show and NYU includes Facebook, mobile strategy, email marketing tactics, Social Media Flowchart
Marketing Sample Pitch by Lori Peters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Cr...CraftBev
Build an effective social media plan, specifically focused on alcohol brands: Best practices, content curation, social advertising, social analytics, and more.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
Research on the rise of bloggers and vloggers and how it impacts the beauty a...Ena Teo Jia En
Individual research presentation of the rise of bloggers and vloggers and how it impacts the beauty and fashion industry.
Part of Cultural and Contextual Studies.
Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Social enterprise Manifesto Café set out to be one of the most popular ethical coffee shops in Los Angeles. With a unique infrastructure that included key strategic partnerships with renowned not-for-profit organizations and popular influencers from the foodie community, Manifesto Café quickly became a local destination that attracted diverse crowds and thus, challenged the roles of neighborhood coffee shops in the communities they serve.
Because of their commitment to creating strong customer relationships coupled with a sincere dedication for fine cuisine, Manifesto converted their loyal clientele into advocates that promoted their brand beyond the life of the business.
This café case study demonstrates how Los Angeles-based digital marketing agency Social Mediums curated marketing campaigns for the cafe.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
If you own a business or manage a brand, Social media is no longer an option - its a MUST. There's Facebook, Twitter, cover photos and graphics. Then, you have Periscope, Meerkat, YouTube, Snapchat and more to worry about. There is no true playbook on what networks to use, when to use them or what makes them effective for your business. Making sure your social media successfully lines up with your business' goals can seem daunting and time consuming. It doesn't have to be. With the right tools and techniques you can not only manage a cohesive Social media presence for your company but, you can also use it to grow and engage with your audience on a totally different level than before.
Presentation by: L. Danielle Baldwin (@LDBaldwin) and Lisa Sullivan (LSullivan)
SEARCH: Social Media, Marketing, Twitter, Facebook, Pinterest, Instagram, Periscope, Meerkat, LinkedIn, YouTube, Vine, Social Branding, Branding
Jcp final digital_marketingstrategy-final-8Lori Peters
JC Penneys Powerpoint Presentation for NBC's Fashion Show and NYU includes Facebook, mobile strategy, email marketing tactics, Social Media Flowchart
Marketing Sample Pitch by Lori Peters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Cr...CraftBev
Build an effective social media plan, specifically focused on alcohol brands: Best practices, content curation, social advertising, social analytics, and more.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
This webinar focuses on all things social media for the responsible business voice. We’ll cover how to effectively break through the noise and clutter of the most popular mode of communication in the 21st century. We’ll guide you through the best ways to tell your story on Facebook, Twitter, and LinkedIn…often in 140 characters or less.
Ryan Rabac, Manager, Digital Marketing, ASBC
Pat Heffernan, President, Marketing Partners, Inc., ASBC Board Member
Kevin Maley, Managing Supervisor, VOX Global
Maggie Kinnealey, Managing Supervisor, VOX Global
April 18, 2017
This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Similar to Benjamin Mascioli - Social Media Content Calendar - Coffee Price Crisis (20)
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
What are the main advantages of using HR recruiter services.pdf
Benjamin Mascioli - Social Media Content Calendar - Coffee Price Crisis
1. SOCIAL MEDIA MARKETING PLAN
ADDRESSING THE COFFEE PRICE CRISIS
BENJAMIN MASCIOLI
MKT490 – SOCIAL MEDIA MARKETING
West Chester University
MAY 3, 2020
2. Page | 1
SECTION I: EXECUTIVE SUMMARY
I. INTRODUCTION
In 2019, the commodity price for coffee (“C Price”) fell to $.88/lb. Smallholder farmers
and grower co-operatives throughout the coffee producing world of Central America, South
America, East Africa and Southeast Asia estimate a required minimum price of at least $1/lb to
stay in operation. The C Price has been steadily falling since 2016, and though it did hit a trough
in 2019 it has yet to stabilize above that minimum price requirement. The collapse of the coffee
price has directly caused the closure of numerous smallholder lots and has contributed significantly
to the influx of immigrants to the United States from Central America. If this issue is not addressed
soon, scarcity of specialty-grade coffee will become so extreme that the global price will spike,
jeopardizing the future of the crop entirely. This social media marketing plan is designed to educate
members of the coffee community and beyond on this important case of economic justice, and
foster action and advocacy among business owners and others in power to adopt ethical trading
policies across the industry.
II. PLAN OBJECTIVES
• Increase awareness of global coffee price crisis
• Demonstrate personal expertise in specialty coffee knowledge
• Demonstrate mastery of skills
• Engage community in discussions, calls-to-action
• Improve personal brand reputation within community
• Grow page reach and average post engagement
• Seek opportunities to advance personal career
• Create working individual relationships with influential community members
• Establish a brand voice and tone to continue with content past plan end date
III. EXECUTION STRATEGIES
• Generate content that is entertaining to individuals outside of immediate target market
• Leverage video posts to drive up interest
• Utilize hashtags to increase engagement within market
• Involve other relevant pages to target via tags and comments
• Prompt comment discussion through questions posed in certain posts
• Research ideal times to post based on target market’s likely schedule
IV. SOCIAL CHANNELS
The plan will be shared to Instagram. Most members of the coffee community are
clustered on that platform, which will create the maximum on images provides a good
opportunity to create
V. SOCIAL MEDIA POLICY
Posts will maintain a friendly, yet professional voice. Correct capitalization, grammar, and
punctuation is to be used on all posts unless if part of a quote or other specific use cases. All posts
will pertain directly to specialty coffee practices. Interactions with comments or comments on
other posts should follow the same rules of grammar and syntax and should always be respectful.
3. Page | 2
Special attention should be paid to posts regarding global coffee trade prices and should avoid
becoming so caught up in industry jargon as to discourage interaction from casual followers.
VI. TARGET MARKET – SEE ATTACHED BUYER PERSONA FOR DETAILS
• AGE: 25-34 Years
• LOCATION: Greater Philadelphia Area (Primary), Northeast United States (Secondary)
• OCCUPATION: Coffee (or other specialty food/beverage service) industry professional
• EDUCATION: Some college-Bachelor’s Degree
• INCOME: $25,000-$35,000
• LIFECYCLE STAGE: Single or Partnered (No children), recent graduates
• INTERESTS: Artisanal foods, craft beverages, environmental activism, social justice
• VALUES: Creativity, craftsmanship, ethics, artistry
• BENEFITS: Ethical manufacturing, quality control, innovation, day-to-day job utility
VII. SUMMARY OF RESULTS - ROI
The plan was not executed as originally written as a result of the emerging COVID-19
Crisis, which directed all focus in the target market to issues pertaining to workers’ rights and the
future of the small businesses that employ them. For this reason, it is difficult to precisely gauge
campaign ROI. The following estimates are thus somewhat rough, although there was a clear
increase in engagement through the course of the calendar:
• Likes per post rose from 20 to 31 (55% increase)
• Total follower count increased by 8 (4.6% increase)
• Though the campaign was not intended to generate business for my employer, it generated
a lead with a coffee shop owner in Raleigh, NC who is discussing opening a wholesale
account with the coffee roaster I work for.
VIII. NOTES ON COVID-19 AND CRISIS PLANNING
As indicated in the above section detailing the post-by-post analysis, nearly all the
originally scheduled content for this campaign had to be discarded, rescheduled, or reworked on-
the-fly as the COVID-19 crisis ground the local coffee community to a halt. This resulted in a
complete abandonment some of the goals established in the planning phase, as the situation created
by the virus commanded attention from the entire local coffee community. This cut down the
potential ROI from the plan, as overall engagement fell across most social media pages as industry
leaders (organizers and business owners) took time to figure out what needs to address as the crisis
worsened. I decided that moving forward with the scheduled content would be inconsiderate, and
have a negative effect on the target market, the members of which are very tuned-in to most major
social issues. While I am confident in my belief that altering the campaign during the crisis was
the right choice, I do acknowledge that there were missed opportunities in how it was handled.
The biggest change I would make in future campaigns is to establish a crisis plan early in the
development stage. It is impossible to anticipate every possible external factor that could throw a
marketing plan off-course, but having some guidelines established ahead of time would be helpful
in keeping some semblance of a plan moving without losing sight of broader campaign goals or
allowing engagement to fall too much. A crisis plan would have helped maintain a higher post
rate, as changes to my own personal situation left me struggling to create content or find a new
direction to take the content calendar i
4. Page | 3
SECTION II: SUPPLEMENTARY DATA
I. SOCIAL MEDIA COMPETITIVE ANALYSIS
NAME SUMMARY LINK FOLLOWE
RS
PROMO POSTS AVG.
ENGAGEME
NT
Benjamin
Mascioli
(Me)
Own page Here 181 0% 247 L: 21.8
C: .83
Boycott
Coffee Co.
Labor-
advocacy
focused
coffee co.
Here 961 60% 124 L: 54.16
C: 4
Isabel Soto Photographer
and coffee
blogger,
community
opinion
leader
Here 2,667 10% 458 L: 302.6
C: 5.66
Brandywine
Coffee
Roasters
Coffee
company
Here 32.7k 80% 3544 L: 171.16
C: 1.16
II. SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Comprehensive understanding of topic
• Unique focus on global industry issues
• Ability to generate plenty of content
throughout regular workday
• Strong grasp of voice and tone
• Few pre-existing followers
• Don’t have a history of regular
frequent posts
• Limited skill with graphic design,
photo/video editing
OPPORTUNITIES THREATS
• Utilizing Instagram to engage
followers in an important economic
issue
• Establishing myself as a notable
member of the local specialty coffee
industry
• Leveraging post engagement into ROI
in the form of business and potential
career opportunities.
• Extremely strong competition for
attention from established community
influencers
• Topic potentially disinteresting to
audience outside of target
5. Page | 4
III. SOCIAL MARKETING PLAN BUYER PERSONA
James
Male, 25 to 34 years
EDUCATION
Some college
PROFESSION
Coffee Roaster, Barista
ANNUAL INCOME
$35,000
INTERESTS
Coffee Industry,
Artisanal Foods,
Environmental Activism,
Labor Rights
HOBBIES
Art, Music, Hiking, Bike
Riding
PERSONALITY
SUMMARY
He is an innovator and a
risk taker. He is very
community oriented and
looks for craftsmanship
in all things he consumes.
While he enjoys
interacting with brands
on social media, he is
critical of any brands that
don’t appear genuine in
their tone (overly casual
corporations).
BENEFITS SOUGHT
Was the product
made/sourced ethically?
Is it the best possible
quality?
Is the manufacturer an
expert in their product type?
Does the product show
creativity and innovation?
SOCIAL MEDIA USAGE
Check updates from
competitor coffee
companies.
Share UGC (coffee photos,
reviews, etc.)
Watch videos from industry
influencers (James
Hoffmann, Erika Vonie)
Read blog updates from
experts and organization
(Scott Rao, SCA)
Follow favorite musicians
Keep up with news and
politics
SOCIAL MEDIA USER
TYPE
Devotee: Shares pictures of
morning brews, tagging
other roasters, posts
occasional stories
throughout the day
Maven: Regularly
comments on other product
posts with questions,
reviews.
Ambivalent Networker:
Enjoys using social media,
but somewhat skeptical of
being too much online.
Likely to log off at end of
day.
CHANNELS USED
Instagram
Twitter
Facebook
YouTube
SOCIAL
TECHNOGRAPGIC
CATEGORY
Social Savvy
High Discover
Mid Explore
Mid Buy
Low Use
High Ask
High Engage
PREFERRED CONTENT
Photos
Artistic image posts
Infographics
Story videos
Informational videos
Review videos
6. Page | 5
IV. CONTENT CALENDAR (PLANNED)
DATE TIME TITLE COPY IMAGE
MON
3/9/20
12:00PM Latte Art #1
- Swan
At last I am getting the hang of
pouring swans. Sorta. #latteart
#barista #coffee #latte
Latte art - Swan
TUE
3/10/20
12:00PM Slo-Mo
Espresso
Shots
Dialing in. #espresso #coffee
#barista
Video - slo-mo
espresso machine
WED
3/11/20
12:00PM Roast Day Before/After. #coffee
#coffeeroaster #greencoffee
#mediumroast
Green Coffee
(before)/Roasted
(after)
THU
3/12/20
12:00PM Burlap
Sacks/Barrel
Barrel-aging green coffee! #coffee
#coffeeroaster #barista #barrelaged
Barrel/Sacks
FRI
3/13/20
12:00PM Slo-mo
roaster vid
Cool roast curves. @frasiercult
#coffee #coffeeroaster #roastcurves
Slo-mo roaster
video (shoot
Friday 3/6)
MON
3/16/20
12:00PM Mondays It is, unfortunately, Monday.
#coffee #barista #Monday
Video - coffee
pour
TUE
3/17/20
12:00PM Fair Trade The need for economic justice in
the coffee industry has never been
more profound. Fair Trade is one
standard helping to fight for the
rights and wages of coffee farmers
around the world. Swipe for more!
#coffee #economics #fairtrade
#fairtradeorganic
Fair trade stickers
WED
3/18/20
12:00PM The Map Origins. #coffee #mural #map
#coffeetrade #economics
Coffee map wall
mural
THU
3/19/20
12:00PM Direct trade While no formal standards for
direct trade exist currently, it is
often the means by which coffee
growers can best advocate for
themselves. #coffee #directtrade
#economics
Direct trade
infographic
FRI
3/20/20
12:00PM Latte art -
Rosetta
Weekend latte. #coffee #latteart
#coffeeroaster #barista #latte
#almondmilk #vegan
Latte art - Rosetta
7. Page | 6
V. CONTENT CALENDAR (ACTUAL)
DATE TIME TITLE COPY IMAGE
MON
3/09/20
12:00PM Latte art -
Swan
Finally (almost) getting the hang of
swans. Sort of.
#latteart #coffee #barista
Photo: Latte art
- Swan
FRI
3/13/20
11:00AM Roast Day A little #beforeandafter for ya. Lots of
roasting to do today, all of the #covid
#doomsdaypreppers stocking up on
coffee.#coffee #barista #coffeeroaster
#mediumroast
Photo: Green
coffee
(before)/Roaster
coffee (after)
MON
3/16/20
1:00PM Coffee pour Just gonna post some soothing slo-mo
coffee vids for these trying times.
Stay safe out there. And by "out
there" I mean "inside". #coffee
#barista #slowmotion #coffeeroaster
#dripcoffee
Video: Slo-mo
coffee pour
TUE
3/17/20
11:00AM Roaster beats chill quarantine beats to drink
coffee/self isolate to
@sleepyfishmusic
@chillhopmusic .#coffee
#coffeeroaster #barista #quarantine
Video: Slo-mo
roaster
FRI
3/20/20
9:30AM Chemex One nice thing about being stuck at
home, I guess.#coffee #chemex
#ireallyneedtobuyagrinder #pourover
Photo: Chemex
with coffee
FRI
3/20/20
2:00PM Barista
relief/Worker
Justice
I'm extremely fortunate and grateful
to have a comfortable place to ride
out this period of national crisis, but
for many other baristas (and other
service industry folks who already
live with constant precarity) the next
few weeks are going to be difficult to
get through. So please consider
ordering some bags online from your
favorite local roaster, or check to see
if the cafes in your neighborhood
have set up barista relief funds that
you can contribute to! Some Philly
area shops/orgs are tagged below.
#barista #corona #covid19 #covid
#coffee
#whyarentyoupeoplevotingforbernie
@reanimatorcoffee
@phillybaristajustice
@cafeworkers.united
Photo: At home
with the dog
8. Page | 7
SECTION III: CONTENT & POST ANALYSIS
I. Post #1: Latte Art – Swan
View Post Here
ENGAGEMENTS
LIKES COMMENTS
19 0
NOTES
This post was intended as the introduction to the social media calendar. The original goal
of the plan was to share information about the economic crisis happening in the global coffee
industry, but because that topic is fairly academic and off-putting to members of the community
who aren’t already engaged with it, I wanted to begin with a few days of posts to draw in attention
in a casual, entertaining way. Latte art photos are an easy way to generate engagement from
existing members of the local coffee community, as well as create interest from more casual
members outside the target market. The Swan is considered one of the most advanced free-pour
shapes and requires a mastery of the craft to regularly execute. The intended effect of this post was
to thus establish myself as an expert in the specialty coffee field, as well as provide an entertaining
post to generate engagement among potentially interested individuals outside of that audience.
9. Page | 8
II. Post #2: Roast Day
View Post Here
ENGAGEMENTS
LIKES COMMENTS
21 1
NOTES
In the original calendar, this post was planned for Wednesday, March 11. It was instead
posted on Friday, March 13, with altered copy from the planned post. Earlier in the week, it became
apparent that COVID-19 was to be a full-blown national crisis, whereas things were normal only
days before. I realized very quickly that the original strategy of generating discussion about
economic justice in coffee-producing nations was no longer viable, as most of the target market
experienced personal crises. Trying to engage the social audience about a far-off issue while many
were in the process of losing their income, or at least having to make a huge adjustment to how
their businesses were run. My own life was thrown into a similar chaos as my own place of work
temporarily closed, limiting my ability to take the photos required of the original content plan. I
shifted focus to creating a peaceful series of posts while brainstorming what calls to action I could
incorporate in future posts.
10. Page | 9
III. Post #3 – Coffee Pour Video
View Post Here
ENGAGEMENTS
VIEWS LIKES COMMENTS
87 23 0
NOTES
While there were other video posts scheduled before this one in the original plan, they were
cut as I was unable to capture the videos necessary for the content after my work schedule was
adjusted for COVID-19. So, this ended up being the first video post in the series. This was the first
day that my job re-opened on a takeout only basis after a brief temporary closure, so I made the
decision to begin including some messaging about staying home and social distancing in the copy
of the post. I continued with the adjusted goal of generating soothing content, as many members
of my target audience were still in the midst of doing crisis management within their own lives.
11. Page | 10
IV. Post #4 – “chill quarantine beats”
View Post Here
ENGAGEMENTS
VIEWS LIKES COMMENTS
50 13 0
NOTES
This post is another that was altered from the planned campaign, which had included some
more information about roasting originally. The copy was adjusted to reflect the new focus on
being an escape from the stress of the crisis, and the video, which is a slowed down clip of coffee
being blended in roaster, was adjusted to include music. The song, which was released royalty-
free by the label Chillhop Music, was chosen in reference to a popular YouTube channel, the title
of which has also become a meme. This post had the most direct ROI out of the whole calendar.
Shortly after posting, I received a message from a professional contact who is opening a coffee
shop in Raleigh, North Carolina. The conversation resulted in an agreement for him to purchase
some coffee from where I work as a roaster to sell in his shop once it opens. Though the timeline
for that deal is still in flux as a result of the ongoing pandemic, I put him in contact with my job’s
wholesale manager to formalize those details when they are available.
12. Page | 11
V. Post #5 – Chemex at Home
View Post Here
ENGAGEMENTS
LIKES COMMENTS
23 0
NOTES
This post had to be created last-minute after I found out several of my work shifts had been
cut due to a decreased labor budget. Brewing coffee at home had become a trend among members
of the target market who were no longer going into their normal places of work, which was exactly
the situation I found myself in. Still wanting to keep in-line with the original persona of someone
who is interested in specialty coffee, I opted to share a photo of a pourover made with a Chemex
brewer, which is a staple in many specialty shops. The copy was chosen to communicate sympathy
with those in the community who were now stuck inside their houses, while also trying to continue
with the positive tone that had been established in prior posts. I also deviated from the originally
planned post times, since the day-to-day schedule I was working around was no longer in effect
for much of my target market.
13. Page | 12
VI. Post #6 – Barista Relief Funds/Service Worker Advocacy
View Post Here
ENGAGEMENTS
LIKES COMMENTS
31 4
NOTES
This post, which was posted a few hours after the previous one, was another that was
improvised after a change in schedule made the post planned in the content calendar impossible.
Over the course of the week prior, groups within the target market began sharing relief funds for
employees experiencing a loss of income as a result the COVID-19 crisis. Some of these funds
were set up by coffee companies who could no longer afford to pay their employees (or to
compensate for the lack of income generated by cash tips now that cafes were no longer offering
in-store service to customers), while others were set up by worker advocacy groups for employees
of companies who had neglected to set up any kind of employee aid. Social issues like this are
important to the campaign’s target audience, so I chose to post a call to action for my followers to
support these small businesses, relief funds and advocacy organizations. It received the most
14. Page | 13
engagements of any post in the calendar, and for future campaigns I will incorporate more direct
calls to action in posts.