Self-created marketing plan for a local business as a class project

1. Anna Seiler

2.  Unique, local coffee shop
 Owned by former High Point University student
 Centrally located
 Uses only organic and recycled ingredients
 Sells drinks, baked goods, art work, & home decor

3.  Homemade food and drinks
 Organic materials
 Affordable prices
 Friendly atmosphere
 Display of local musicians and artists

4.  Not having to cook your own food
 Cheaper than most chain coffee places
 Surrounded by local talent
 Experience a more eclectic atmosphere than other
places in the Triad

5.  Anyone in the Piedmont Triad region
 More specifically college students with the radio ad

6.  To make people aware of Debeen Espresso and what it
has to offer (features and benefits)
 One Thing: Debeen Espresso is a deliciously
organic, local coffee shop that can easily rival any big
name coffee chain.

7.  Girl 1: Hey Anna, wanna grab some coffee?
 Girl 2: Sure! Where to?
 G1: Starbucks?
 G2: Too expensive.
 G1: Dunkin’ Donuts?
 G2: Too processed.
 G1: What about Debeen Espresso down on West
Lexington?
 G2: I’ve never heard of it. Is it any good?

8.  G1: It’s great. They have more drink options than most coffee
chains around here for a cheaper price, PLUS everything is
organic and homemade daily.
 G2: That sounds perfect for broke college kids like us.
 G1: Yep. It’s a great place to hang out or study and sometimes
you’ll even catch local artists or musicians at work in there.
 G2: I’m down for it – Let’s go!
 SFX: COFFEE SHOP DOOR OPENING WITH A BELL
 Announcer: Next time you need an escape from the usual
overpriced, overprocessed coffee chain, stop by Debeen Espresso
for a pick-me-up. For delicious food, low prices, and a
homegrown atmosphere, come to Debeen Espresso today.

9.  Local newspapers (i.e. News & Record, Campus
Chronicle)
 Short & straightforward

10.  Postcard to people living in the Triad area
 To make people aware