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Curt's Cafe Prensentation
- 1. Curt’s Cafe Media Kit Broughtto you by
- 2. Yellow Submarine ✤ KathrynShear ✤ AJ Phommalee ✤ Candice Johnson ✤ Angela Ranieri
- 3. Table of Contents ✤Category/ Industry Analysis: 1 ✤ Brand Analysis: 2 ✤ SWOT: 3-6 ✤ Primary Competitive Analysis: 7-9 ✤ Secondary Competitive Analysis: 10 ✤ Brand Equity Statement: 11-15 ✤ Research Analysis: 16 ✤ Consumer Analysis: 17-19 ✤ Target Selection and Rationale: 20 ✤ Objectives: 21-23 ✤ Big Idea: 24 i ✤ Social Media Platform 25 ✤ Twitter 26 - 29 ✤ Social Media (Picture & Video) 30 ✤ Youtube 31 ✤ Vlog Series 32 ✤ Instagram 33 ✤ Vine 34 ✤ Facebook 35 ✤ Foursqaure 36 ✤ Check ins 37 ✤ Print ✤ Loyalty Cards 39 ✤ Print ads 39-40 ✤ Flyers 41 ✤ Button 42 ✤ Coasters/Business Card 43 ✤ Stickers 44 ✤ Online ✤ Online Ads 45-46 ✤ Survey 47 ✤ Email Blasts 48 ✤ Farmer’s Markets 49 ✤ Flash Mob 50
- 4. Category & IndustryAnalysis ✤ Coffee Trends ✤ Most popular drink in the world ✤ 400 million cups consumed by Americans per day ✤ 40 % of drinkers are 18-24 ✤ 54% of drinkers are 25-39 ✤ Cafe Trends ✤ Casual atmosphere ✤ Limited menu - more emphasis on socially responsible menu items and ingredients ✤ Trendy words: Organic, Shade grown, Sustainable, Fair-trade certified 1
- 5. Brand Analysis ✤ OpenedApril 20, 2012 ✤ Curt’s: Cultivating Unique Restaurant Training ✤ “Dining with a purpose” ✤ Helps at risk youth by teaching them basic life skills and work training ✤ Simple & competitive menu - local, fresh and quality ingredients ✤ L.I.F.E Strategy ✤ L : Basic Life Skills, I : Intellectual Skills, F : Food Service Skills &E : Experiential Skills with mentors 2
- 6. SWOT: Strengths ✤ FriendlyStaff ✤ Relaxing, cozy and homey atmosphere ✤ Competitive prices ✤ Good quality ingredients - Local & Fresh ✤ Focused on neighborhood improvements ✤ Healthy options ✤ Positive mission ✤ Good meeting place ✤ Appeals to all ages 3
- 7. SWOT: Weaknesses ✤ Friendlystaff, however, service needs improvement ✤ Limited and generic menu ✤ Small kitchen (temporarily) ✤ Disjointed area - cafe and “living room” ✤ Revolving door of new employees ✤ Low awareness ✤ Cafe closes too early (Just 8) 4
- 8. SWOT: Opportunities ✤ Extendcustomer loyalty benefits to the local realtors and general Evanston community ✤ Have a permanent staff along with the kids at risk ✤ Extend store hours into the evening ✤ Ability to offer more events in “living room” ✤ Expand catering - more options along with gourmet look and taste ✤ Highlight one signature item 5
- 9. SWOT: Threats ✤ Localcoffee shops near Northwestern University and surrounding areas ✤ Too far from NU campus and purple line ✤ Economy - customers are not buying as often ✤ Employment issues - not a professional/traditional staff ✤ Losing federal grants ✤ Need to focus on one view point such as social mission or menu (slow down on all the side projects) 6
- 10. Primary Competitive Analysis ✤Starbucks ✤ Strengths ✤ One of the most popular coffee chains in the U.S. ✤ Known for high quality coffee ✤ Convenient ✤ Weaknesses ✤ Expensive ✤ Inability to have a “mom and pop” feeling ✤ Markets coffee more than other items on menu 7
- 11. Primary Competitive Analysis ✤7- Eleven ✤ Strengths ✤ Offers variety of soft drink and food options - One stop shop ✤ Strategically placed on every corner for convenience ✤ Better prices ✤ Weakness ✤ Offer hot meals with no nutritional balance ✤ Lacks healthy food options ✤ Coffee is just okay 8
- 12. Primary Competitive Analysis ✤Old Neighborhood Grill ✤ Strengths ✤ Offers fast service with competitive prices ✤ A variety of options (American & Mediterranean cuisine) ✤ Hip restaurant for younger customers ✤ Weakness ✤ Not well known in Evanston Area ✤ Just a fast food joint ✤ No waiters & waitresses 9
- 13. Secondary Competitive Analysis ✤ SecondaryCompetitors: Northwestern University Cafes ✤ Norbucks ✤ Unicorn ✤ Peets ✤ Kafein ✤ Coffee Lab 10
- 14. Brand Equity Statement ✤Brand Essence ✤ “Inspiration you can taste” ✤ Quality, Warm Beginnings ✤ Creative Community with Homemade products ✤ Purpose driven and inspirational ✤ Motivated, giving and welcoming environment 11
- 15. Brand Equity Statement ✤Core Identity ✤ Great coffee ✤ Wide selection of quality coffee ✤ Mission Driven ✤ Curt’s is a glass half full kind of people who give anyone who comes in an equal opportunity to succeed ✤ Homey Atmosphere ✤ A great place to unwind and be productive in a loving environment. 12
- 16. Brand Equity Statement ✤Extended identity ✤ Friendly Staff ✤ The staff is full of great personalities who make you feel part of the community ✤ Embracing ✤ Supportive of all people from different background, creeds and lifestyles ✤ Quality Food ✤ The menu is full of fresh, local ingredients at competitive prices 13
- 17. Brand Equity Statement ✤Value Propositions ✤ Functional Benefits ✤ Curt’s Cafe offers a wide variety of house brewed coffee, homemade pastries, and a fresh menu ✤ Emotional Benefits ✤ Improve the community by staying true ✤ A great cafe to get to know your neighbors ✤ The atmosphere offers a comforting environment for all 14
- 18. Brand Equity Statement ✤Relationship ✤ Be the cafe in the community you can count on. A place where neighbors and employees are invited to learn, relax and enjoy coffee. 15
- 19. Research Analysis ✤ Qualitative:One-on-one Interviews ✤ At Curt’s (Staff & customers) and other local cafes (Starbucks, Caribou) ✤ Coffee drinkers value atmosphere over most else. Product/coffee and service are the “bait”, atmosphere drives retention. ✤ Typical drinkers visit twice a week and becomes a part of daily routine ✤ Insight: Atmosphere and “FEELING” drive retention. 16
- 20. Research Analysis ✤ Quantitative:Survey Monkey ✤ Online research conducted lead to the following insights: ✤ Consumers tried Curt’s based off of social mission and friend’s recommendation (another example of community factor) ✤ Consumers said it’s “very important” or a “driving factor” about giving business to a brand with a social mission ✤ Insight: Consumers care strongly about COMMUNITY. 16
- 21. Consumer Analysis ✤ Demographics ✤Evanston is the primary consumers of Curt’s ✤ Racial Demographics: ✤ 66% White/Caucasian ✤ 18% Black/African-American ✤ Primary groups that visit Curt’s: ✤ Mothers with children ✤ Women’s outings ✤ Fathers with Children ✤ Senior Citizens, Young Adults (18-25) 17
- 22. Consumer Analysis ✤ KeyInsights ✤ Coffee drinkers visit favorite cafe at least twice a week ✤ Consumers find coffee and food quality important but atmosphere is much more important ✤ Word of mouth is the primary source of recommendations for small cafes ✤ 78% of respondents live one mile away from Curt’s ✤ 100% of respondents knew of the social mission ✤ Social mission was the main reason they come to Curt’s 18
- 23. Consumer Analysis ✤ KeyBenefits ✤ Emotional ✤ The brand becomes a welcoming coffee shop for patrons ✤ Rational ✤ Caffeine is the main energy source of people’s daily routine ✤ Cafes are a great spot to study or hold business meetings 19
- 24. Target Selection &Rationale ✤ Primary ✤ Evanston realtors on Central St. ✤ Realtors are a major part of Curt’s current business ✤ Make Curt’s as a place to sit in for lunch and stay for the atmosphere ✤ Offer the dining room as a place for realtors to meet with current or potential clients ✤ Secondary ✤ Young Evanston families ✤ Family friendly atmosphere and menu 20
- 25. Marketing Objectives ✤ Increaseawareness of Curt’s Cafe by 30-50% for local realtors on Central St. and young families in the Evanston community. 21
- 26. Advertising Objective ✤ SolidifyCurt’s Cafe as Evanston’s welcoming neighborhood coffee shop. 22
- 27. Message Objective ✤ Creativelycommunicate that the customers come for the coffee and stay for the homey feeling. 23
- 28. Big Idea &Main Focus ✤ A meeting place for individuals, so people can get involved in to community and give other new beginnings. ✤ Tagline: COME TOGETHER 24
- 29. Social Media Platforms ✤Utilize social media for a simple and large medium ✤ Vital for the success of any type of business ✤ Use mediums such as ✤ Twitter ✤ Facebook ✤ Foursquare ✤ Vine 25
- 30. Twitter ✤ What ItDoes ✤ Acts as a “hub” for all social media channels ✤ Quick-response channel ✤ Speaks directly to consumers ✤ Brings excitement through spontaneous promotions 26
- 31. Current Curt’s CafeTwitter 27
- 32. New Curt’s CafeTwitter 28
- 33. Simple Twitter Ideas ✤Create awareness of upcoming events in store and daily specials by using ✤ Inspiration quotes: If it weren’t for coffee, I’d have no identifiable personality whatsoever.” -David Letterman #coffeeinspiration ✤ Jokes: What do you call a cake that goes real fast? Vrooom! Scone. #sconejokes ✤ Daily Specials: Hey Curt’s lovers! For the next hour, swing by and get 25% off our fresh-baked brownies! #brownielove! 29
- 34. Social Media (Pictures& Video) ✤ Words get old. Pictures and video will increase interest instantly ✤ Use social media tools ✤ Youtube: Upload videos instantly to show customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offers ✤ Instagram: Show customers the artist side of Curt’s by customizing photos ✤ Vine: Offer 6-second video to show off the shop’s delicious treats and homey atmosphere 30
- 35. Youtube Ideas ✤ Commercial1: ✤ Photo collage of students at Curt’s ✤ Students will have the opportunity to tell their story, hopes, dreams and plans after they leave Curt’s ✤ Acoustic version of “Come Together” playing in the background ✤ Commercial 2: ✤ Fictional narrative/storyline with random happenings throughout the cafe. ✤ The video will progress to the “living room” where an acoustic performance of “Come Together” is playing 31
- 36. Vlog Series ✤ Highlightemployees and active members of Curt’s Community ✤ Tell their OWN story about ✤ Their life ✤ The impact Curt’s has had on them ✤ How the cafe makes the community “Come Together” 32
- 37. Instagram Ideas ✤ Photosof daily specials, menu items, consumers and employees ✤ Photo Contest with customized hashtags ✤ #InstaCurts, #CurtsEvanston, #CurtsContest ✤ Best photo/most retweets wins. ✤ Winner receives a free lunch 33
- 38. Vine Ideas ✤ 6second videos of: ✤ Stacking scones to be sold ✤ Taking freshly make cookies out of the oven ✤ An in-store event happening in the living room or main cafe ✤ More food making! 34
- 39. Facebook ✤ Remain anoutlet for interacting with consumers through posts, photos, and check-ins ✤ Increase the post frequency of Curt’s Café’s Facebook page ✤ Check-in specials and frequency discounts ✤ Consumer can tell all their friends they are enjoying the food and atmosphere of Curt’s ✤ Make post more exciting and engaging ✤ Post questions or trivia to increase consumer engagement 35
- 40. Foursquare ✤ A socialnetwork that allows people to check into their current location ✤ Offers tips & reviews ✤ Shows the consumers current within a certain mile radius to restaurants and businesses ✤ Consumer can check-in and connect through Facebook ✤ Offers coupons to increase frequency ✤ Use this as an outlet for frequent customer cards 36
- 41. What’s A CheckIn? ✤ People are able to geographically tag themselves at a specific location ✤ Allows customers to share their location with friends and social networks ✤ Create check in specials or frequency offers when people share that they’re at Curt’s 37
- 42. Print - LoyaltyCard ✤ Pass out loyalty cards to frequent customers ✤ Relators ✤ Young Families ✤ Students ✤ After seven coffees the customer will receive a free cup of coffee ✤ Reoccurring customers will increase 38
- 43. Print ✤ Print willfocus on social mission ✤ Print will run in local newspapers and magazines ✤ Evanston Roundtable ✤ The Daily Northwestern ✤ Evanston Life ✤ Make It Better Magazine 39
- 44.
- 45. Flyers ✤ Hand out atsummer festive - local concerts, art shows or sporting events ✤ Volunteers will hand out flyers ✤ Flyers literally comes together to say many messages ✤ ‘Come Together and Bring A Friend Everyday’ ✤ ‘Come In And You Can Help Everyday’ 41
- 46. Button ✤ Buttons canbe placed at the counter ✤ Passed out at events ✤ Given away with gift baskets ✤ Placed at open houses for relators ✤ Customers can take one and where it around Evanston 42
- 47. Coasters/Business Card ✤ Coastersused at ✤ Customers to use at the cafe ✤ Local relators to use at the office ✤ At home ✤ 4th of July Parade ✤ Tailgating at NU football games 43
- 48. Stickers ✤ Stickers canbe an outlet to show Curt’s is part of the neighborhood ✤ Place on trash cans, Train and bus stations, Stop signs ✤ Coffee cups ✤ An inexpensive way to get Curt’s logo on the to-go-cups 44
- 49. Online Ads 45 ✤ Connectsto survey ✤ Places to post Ad ✤ EvanstonNow.com ✤ City of Evanston Website ✤ McGraw YMCA Website ✤ Evanston Community Development Corporation Website ✤ Northwestern University Website
- 50.
- 51. Survey ✤ Survey willconduct a personality test ✤ Figure out what type of beverage you are ✤ Coffee, Tea, Green Drink, etc. ✤ Tell the customer about the social mission and make them become a part of something special 47
- 52. Email Blasts ✤ Utilizecurrent emails and aim to capture 50% more emails from new customers ✤ Cashier can ask for emails or just have a jar for business cards on counter ✤ Offer a birthday club ✤ Offers free lunch or a $5 credit for any menu item during a customer’sbirthday week ✤ Let consumers know that you cater events ✤ Email a a brief letter every month ✤ For summer events and parties ✤ Special promotions (NU games, new menu items) ✤ Upcoming events (book clubs, open mics) 48
- 53. Farmer’s Market ✤ Boothat Evanston Farmer’s Market ✤ Sell baked goods, coffee and merchandise (coffee mugs, t-shirts, stickers) ✤ Direct consumers back to Curt’s for lunch ✤ Direct consumers back to rest after shopping ✤ Create awareness and exposure by giving customer the opportunity to sample the amazing variety of food 49
- 54. 4th of July/Flash Mob ✤ Register to be a part of Evanston’s 4th of July Parade ✤ Get a group of volunteers ✤ Create a flash mob near Curt’s café ✤ Ryan Field or Rocky Miller Park at end of parade (off Ashland) ✤ An energetic way to get attention & direct customers to the cafe 50
- 55.
Editor's Notes
- #30 Social media has become vital to the success of any business, so it’s important to consistently utilize these outlets! Twitter: Quick-response channel for direct to consumer interactions; Spontaneous promotions; Implementation of branded background and banner (@CurtsEvanston), Last known post was March 19th. Increase post frequency to increase interactions.
- #35 YouTube - platform for showing customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offer Video Commercial Approach 1: Photo collage (including photos of employees, cooks, owner and customers on-site) with background music of acoustic version of “Come Together” Approach 2: Fictional premise/storyline revolving around different cafe scenarios all leading to a “living room” performance of acoustic “Come Together” Video Series Highlighting the employees and having them tell their own personal stories, aspirations, dreams and what about Curt’s brings people to “come together” Instagram - photography outlet to highlight numerous facets of the cafe including: New menu offerings Cafe events Customer happenings “Employee of the month” Vine - basically, a reiteration of the Instagram possible offerings, but would offer 6-second video capabilities. (See: GIFs, stop-motion videos, behind the scenes looks)
- #36 YouTube - platform for showing customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offer Video Commercial Approach 1: Photo collage (including photos of employees, cooks, owner and customers on-site) with background music of acoustic version of “Come Together” Approach 2: Fictional premise/storyline revolving around different cafe scenarios all leading to a “living room” performance of acoustic “Come Together” Video Series Highlighting the employees and having them tell their own personal stories, aspirations, dreams and what about Curt’s brings people to “come together” Instagram - photography outlet to highlight numerous facets of the cafe including: New menu offerings Cafe events Customer happenings “Employee of the month” Vine - basically, a reiteration of the Instagram possible offerings, but would offer 6-second video capabilities. (See: GIFs, stop-motion videos, behind the scenes looks)
- #50 “Are you a corporate coffee sinner?”
- #51 “ Looking for a fun and unique opportunity? Volunteer at Curt’s Café this summer!! Click on the link below for more information. CURTSCAFE.ORG”
- #53 Send out email blasts for upcoming events in store, coupons, and birthday deals. Print: see print ads coming up, highlight upcoming events, coupons, etc. Business Cards: Make custom made business cards shaped like cups of coffee, designed to promote Curt’s café and will include brief information about Curt’s café as well as its mission; the business card would also be used a coaster Stickers: in order to grab people’s attention, the plan is to put a big sticker shaped like a steaming cup of coffee on the front window of Curt’s underneath the coffee it will say “stop in for a cup of coffee”. This will grab the attention of people walking and driving by. Put sticker on the cups of coffee that includes Curt’s contact information (phone number, website etc.) Loyalty cards: Give reward cards to frequent customers which will be a punch card that will reward them a free cup of coffee after buying a certain amount.
- #54 Street Team: hand out flyers at summer events- local concerts, art shows, sports events, etc. -Farmer’s market: sell baked goods, redirect people back to café for lunch -NU games: offer either baked goods or lunch options for the tailgates -Out there, but would create a lot of exposure for the café; could utilize at an outdoor concert, 4th of July parade…