Cup O'Joe: Caffeine Tracker is a mobile app that tracks daily caffeine intake. In year one, it will pursue self-distribution through partnerships with 10 local Seattle coffee shops to promote the app and website to its target market of businesswomen ages 30-32. The app and website will help educate customers and build relationships through blog posts and FAQs. The primary goal is to increase brand awareness and acquire new users.

1. Distribution and Marketing Plan for
Cup O’Joe: Caffeine Tracker
Moozic
Taja Robinson, Brandi Wanat, Devin Monroe, Donald Kelly, Zakeria
Fleischer, and Luis Diaz
EBBS Project & Portfolio V
June 28, 2020

2. 2
I. Executive Summary
The Company:
Moozic focuses on reaching new barriers, new heights, and entertain while
improving people’s lives in a creative and innovative way. Moozic main goal is to exceed
every clients and customers expectations with unique and successful marketing strategies.
The Project:
Cup O’Joe: Caffeine Tracker is a Lifestyle mobile application designed to track your
daily caffeine intake when you are busy and on the go. Puts personal health awareness in
the palm of your hand.
Sales Projections / Return on Investment:
By the end of the first year, we expect the Cup O’ Joe lifestyle caffeine tracking
application to have a 184% return on investment. This would come after an increase of
sales and downloads after marketing strategies. As well as an expected increase in base
subscription for the app.
Target Market:
The primary target market for Cup O’Joe will consist of heavy caffeine drinkers in
the city of Seattle, Washington, U.S.A. Specifically, Full-time businesswoman between the
ages 21 and 24.
Strategy:
The goal for distribution and marketing for Cup O’Joe: Caffeine Tracker mobile app
is to expand our reach and create awareness through social media applications. Promote
Cup O’Joe with strategic ads and interactions. Also, working closely with local Coffee Shops
to drive exclusive traffic towards CupOJoe.life website and engage with every consumer
while educating them.

3. 9/6/20 3
II. Company Information
Moozic
Moozic comes from the term Music, which relates to the way work is done to make
consumers feel in sync with the clients and the services offered. Moozic is a marketing and
entertainment company that supports new and large businesses into properly positioning
them to the potential consumer.
Leadership Team
Moozic consists of a team holding a multitude of talents to bring the best to their
clients. Donald Kelly oversees the Project Information and Marketing for Moozic based on
experience at the United States Marine Corps, leadership roles in the Oil Industry, Waste
Industries, Geotechnical Drilling, and excellence in digital marketing courses. Donald will
bring an essential point of views and ideas that will provide smart and technical outcomes.
Brandi Wanat oversees the Target Markets and Sales Projections for Moozic based on
experience at leading sales strategies and performance in the hospitality industry for
Disney World Parks and Resorts. Brandi will provide knowledge around different target
markets and numbers for an accurate result on the client's goals. Devin Moroe oversees the
Distribution, Marketing Goals, and Marketing for Moozic based on experience at overseeing
different events planning in the service and entertainment industry for Sheraton Resorts
and private promotional concerts. Devin will create an effective action plan and strategies
to provide the best outcome for the client's goal. Taja Robinson oversees the Target
Markets and Year 2: Finding a Large Distributor for Moozic based on experience in the
entertainment industry as a freelance model and working as a caregiver for a movie
producer, which will add value to the client's strategies to reach a broader
audience. Zakeria Fleischer oversees the Company Information and Year 1: Self-
Distribution for Moozic. Based on experience working in prior projects and challenges
in distribution which obtained the highest score at Full Sail University, adding value in
understanding clearly how to exceed the client’s expectation over distribution. Lastly, Luis
Diaz oversees the Company Information and Year 1: Self-Distribution for Moozic based on
experience at different industries, including marketing and retail leading marketing
projects, will provide a smart and practical plan to reach the proper audience for positive
growth and expansion.
Company Ideals
In Moozic the plan is to continually expand and take upon new challenges in
lifestyle, entertainment, and creative industry. Maintaining high-level results and always
exceed every client expectation. The passion comes from the love to create and support
new clients to reach new goals and break barriers. Therefore, authenticity and empathy as
the key ingredient to drive success. Focusing on tackling every challenge the best effective
way possible for the most rewarding life-changing result for the clients and future
customers. Moozic primary goal is to connect with the end consumer through the clients,
making sure that there is a part of the company’s DNA in every project. Reach new barriers,
new heights, and always innovating to keep entertaining, improving people's lives, and
continuous creativity.

4. 4
Projects
Moozic focused goal on expanding into entertainment, and other lifestyle industries
will open doors of possibilities with new potential clients. The collaboration with Cup
O’Joe: Coffee Tracking mobile application, will support reaching the desired audience by
applying the proper feeds of data. The adequate management of the information will
exponentially benefit Cup O’Joe’s clientele and Moozic distribution and marketing
strategies. Therefore, providing consumers with a unique experience through the
application while enjoying their coffee and giving them peace of mind. Furthermore,
planning on supporting other mobile apps in the entertainment industry like Flixiago by
implementing the creative and innovative approach with data to properly connect and sync
the content with the targeted consumer in their goal to combat short or long term memory
loss through the means of modern technology. To propose new algorithms to generate
concise customized summaries of the content, they watched to recap prior episodes or
scenes and continue without starting from the beginning.
On the other hand, an exciting collaboration in the gaming industry with “A Night to
Dismember” first-person shooter horror game. By expanding their capabilities in
successfully planning experiential marketing programs in future game conventions. Also,
retrieve essential experience data to better understand the players and reactions when in
the game to gain more excitement and continually challenge their skills in a fun manner.

5. 9/6/20 5
III. Project Information
Creator: Dire Development: Zakarie Ortiz
Title: Cup O’ Joe: Caffeine Tracker
Media: App
Length: N/A
Genre: Lifestyle
Hooks
• Cup O’ Joe: Caffeine Tracker “Keeping you on track!”
• Cup O’ Joe: Caffeine Tracker “Caffeine FO show!”
• Cup O’ Joe: Caffeine Tracker “Tracking what your packing!”
• Cup O’ Joe: Caffeine Tracker “Drink the most, track your dose!”
• Cup O’ Joe: Caffeine Tracker “On the go!”
• Cup O’ Joe: Caffeine Tracker “Tracks ah-latte!”
• Cup O’ Joe: Caffeine Tracker “Drink the bean, watch the caffeine!”
• Cup O’ Joe: Caffeine Tracker “The Ultimate Caffeine Radar!”
Logline
Cup O’ Joe: Caffeine Tracker- “A mobile app designed to track your daily caffeine
intake when your busy and on the go. Puts personal health awareness in the palm of your
hand.”
Premise
Cup O’ Joe: Caffeine Tracker- “A mobile app has been designed to help consumers
monitoring their daily caffeine intake. Everyone loves coffee, the United States represents
one of the world’s largest consumers. However, coffee contains caffeine and when
consumed in larger volumes, and can pose potential health risks with overconsumption.
Cup O’ Joe: Caffeine Tracker grants its users the ability to monitor in real-time, their
caffeine consumption”.

6. 6
IV. Distribution & Marketing Goals
• Create social media accounts for Cup O’ Joe
• Grow social media followers
• Increase brand awareness
• Acquire new user for the app
• Increase customer satisfaction
Currently, as it is Cup O'Joe has no social media accounts to help promote the app
and give users a first-hand look at the app before even downloading it. The plan is to create
an Instagram account, Facebook account, and a Youtube channel. The goal of creating social
media accounts is to increase Their brand awareness and learn more about the user's likes
and dislikes. Social media can provide them with essential data about the user's interests
and hobbies so they can better accommodate them. Videos are currently the most popular
form of content today, and Youtube is a powerful tool to help spread the word of Cup O'Joe.
The plan is to create short promo videos and the point that focuses on the apps' best
features and provide a strong call to action.
They have a small budget for advertisements and plan to utilize it accordingly. Social
media platforms like Instagram and Facebook provide advanced targeting options for
sponsored or paid ads. With 2.5 billion social media users worldwide, they will be able to
reach a much wider audience. Native ads would be another excellent way to get great
results by having our app pop up as recommended content on web pages and social media
apps, which will lift purchase intent by 20%. In-app ads will help promote our app with
advertisements that appear in other apps.
Working on making sure the app is visible and accessible in the app store is another
process that we have worked on to optimize our mobile app, so it will rank higher in the
app store. They have chosen a good title that is readable and catchy. The description
adequately points out what problems our app solves and how it can help the user. The icon
focuses on one element that reflects our app's essence and design; for the screenshots, the
chosen photos show the app's core features and most important functions.

7. 9/6/20 7
V. Target Markets
Primary Target Audience
For as a part of this analysis, the goal is to work with a specific target market for the
Cup O’Joe Lifestyle application, which focuses on tracking user caffeine consumption.
Caffeine consumed by many often see a selected group of individuals spend more time-
consuming higher amounts daily. Over 50% of Americans over the age of 18 years old drink
coffee every day (e-Importz.com).
The factors considered in developing the target market(s) for the Cup O’ Joe
Lifestyle application are, heavy caffeine drinkers, financial and job experienced
demographics of customers, concentration in a large enough metropolitan city for
prospective customers focused on caffeine consumption, and salaried businesspersons
($30,000 - $90,000 USD).
The focus of Cup O’Joe mobile application will be with the businesswoman aged
between 30 to 32 years old located in the coffee capital of the United States, Seattle,
Washington. The selected city has over 450k employees that will showcase the reason
behind the primary consumption. These consumers keep themselves active throughout the
day and relieve stress of their corporate job with their different caffeine consumption.
Secondary Target Audience
As for Cup O’ Joe’s secondary market, will focus on a group that consumes caffeine at
a higher rate than those in the business market, college students. College students ages 18
to 21 are known to consume more coffee than any other caffeinated beverage with over
50% of college students consuming coffee daily. With students up late for studying,
completing homework and then up early in the morning to begin their day of classes, coffee
is there to keep them alert and energized in the safest way possible.
With Cup O’ Joe being a lifestyle application tracking caffeine intake, the idea is to
showcase to a up and coming tech-savvy, social media heavy audience such as college
students. Keeping track of class schedules, deadlines, grades, and more is something than
an organized college student needs to be successful, and in 2020 applications are the best
way to keep track of their routines and extensive agendas.

8. 8
VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
Part of the strategy for Brick and Mortar is to work with small local coffee and
family-owned businesses initially. These businesses will give us access to a specific
customer base and loyalty. The partnership with small coffee shops will allow the
promotion of Cup O’Joe: Caffeine Tracker Mobile App without the complex restrictions of
bigger chains like Starbucks. However, it will provide Cup O’Joe critical information about
the local consumers and their interest around coffee and their priorities. Therefore, the
plan is to begin a partnership with ten local coffee shops and promote the app through all
phases. Launching a promotional team to interact with consumers, educating them about
the Cup O’Joe, guide them towards the smart flyer to visit the website, and register to get
notified on the release date to download the app.
The potential local businesses targeted to partner with are in downtown Seattle,
where most corporations have their principal offices and headquarters like Amazon. These
corporations consistently provide customer traffic to these local coffee shops, which are
recurring daily. Therefore, having access to the specific target market will be essential
information for our future expansion and study to better understand their interest around
Cup O’Joe and the benefit of having this tool to improve coffee drinkers experience.
The local coffee businesses that Cup O’Joe: Caffeine Tracker app will be promoted
are scored with over 4.6 stars in Google Review, and these businesses are:
• Victrola Coffee Roasters: Relaxed coffeehouse with vintage décor offering global
coffees, weekly tastings, and pastries.
• Elm Coffee Roasters: House-roasted, single-origin brews are the specialty at this
casual coffeehouse in a calm palette.
• La Marzocco Café: Chic café serving coffee from around the world and bites from
The London Plane in a stylish setting.
• Analog Coffee: Comfy neighborhood coffeehouse with a nautical feel offering a pour-
over menu and cold brew on tap.
• Anchorhead Coffee: Dark and mysterious, it feels like you walk into a local jazz
place.
• Broadcast Coffee Roasters: Independent roaster featuring artisanal espresso drinks
and light fare in a sun-lit, minimalist space.
• Moore Coffee Shop: Known for its latte art, this family-owned coffee spot with a
loungey vibe offers breakfast and lunch.

9. 9/6/20 9
• Tougo Coffee Co.: Modern coffeehouse offering slow-brewed drinks, tea and baked
goods.
• Union Caffee: Breezy café brewing locally roasted beans and offering pastries and
yogurt bowls in well-appointed digs.
• QED Coffee: Trendy café serving sustainable, home-roasted coffee and locally made
light bites.
Aggregator
The online aggregator will be Apple. The priority is to get Cup O’Joe mobile
application and all required components on the Apple Store. However, considering other
aggregators like Google play and Windows App store are part of the expansion plan for the
following steps. The reasons of choosing the Apple App Store are:
• Percentage charge. Currently, Apple is averaging about a 25% proceed of what you
sell on their store. This is one of the best available charge rates.
• Better promotion on the app store. The Apple Store promotes and directs traffic the
best for our type of business compared to any other app store currently.
• Larger distribution. The Apple Store can be utilized by about 200 countries
worldwide, almost 100 more countries covered than the next best app store.
• Applicant review and approval. Every app must go through a screening to get onto
the store, resulting in a safer shopping environment for our customers.
• Program coding reviews. Additionally, every apps coding gets reviewed before being
put onto the store. This results in less harmful apps and it keeps our customers safe
once again.
Project Website
Being that Cup O'Joe: Caffeine Tracker falls into the lifestyle category of mobile
applications; is recommended a low cost and fun domain. GoDaddy.com offers a variety of
available domains from a wide range of costs. Furthermore, "www.cupojoe.life" is an
available domain priced as low as $1.99 the first year. This domain will send a clear
message and an accurate description that identifies Cup O'Joe.
The website will consist of four pages. The design of the first page or home page will
be in a cascade form containing all the information of Cup O'Joe: Caffeine Tracker, the
benefits of using the application, current statistics, and the link to download the
application. It is a clean, simple, and modern layout page where the reader can capture
essential information and not get lost with so much information. The second tab will
consist of a blog page where we interact and connect with the customer, keep them
informed about local coffee businesses, latest updates, reviews, trends, and news in the
world of coffee drinkers. The third tab will consist of a Frequent Asked Questions page that

10. 10
explains how the application works and guide on how to use it. The FAQ's page will have
both formats, step by step on the usage of the application, and critical information the user
must keep in mind. Also, a brief YouTube video explaining the same information. Lastly, the
last tab will give current customers the option to sign up and sign in to become a member
of Cup O'Joe: Caffeine Tracker App. Customers will be able to enjoy their services in real-
time and enter any new information about their caffeine consumption from any web
browser if necessary.
Customer Relationship Management Systems
Considering how important is to connect and interact with our future customers, all
resources available must be implemented. Therefore, the first contact with the customer
will begin when they walk into a local coffee shop and look at the promotional flyer located
on the counter, inviting them to visit Cup O'Joe's: Caffeine Tracker app website by scanning
the QR code.
The website blog tab will keep the consumer informed and regularly communicate
and receive feedback from consumers. It will provide a safe and reliable place for coffee
drinkers to have essential discussions around coffee, the reason they consume, and how it
benefits or affects them. Therefore, publishing a weekly blog post every Sunday to trigger
an interaction with the consumer and consistently connect. Furthermore, it provides
consumers with our opinions and reviews on local coffee shops and their products, coffee
of the week, new products, and experiences that allow consumers to interact with each
other.
For the consumers to have access and interact with our weekly blog post and the
website, they need to create an account. With the information that the customer enters to
create the account, maintaining a database will be vital to understand their interest and
needs better. Understanding the consumer is critical to connect and earn trust by giving
them the right information and guidance. Using this database in conjunction with social
media accounts, it will grant access to information that will allow Cup O’Joe to grow and
expand into new markets and businesses continually. The deep understanding and
necessary tools will help Cup O'Joe attack larger retail coffee chains and partnerships to
grow later our system and active users around the United States.
Also, utilizing social media accounts to continually promote and create relevant
posts with information, discounts, promotions in local shops, and promotions within the
mobile application. “Building social strategy will leverage effective output for the brand.
Exciting call to action is thus important to add to app design.” (beanstalkwebsolutions.com)
Focusing on responding to followers' comments promptly and earn their trust to keep
them excited and actively using our application. Nevertheless, using these platforms to
send a message that we are a team of real people that wants to connect, educate, interact,
satisfy customer needs, and improve coffee drink experience. Give consumers a human
touch of authenticity and guidance. Also, using Instagram live to interact with the
customers 30 minutes bi-weekly, answer their concerns, and provide new
recommendations when using the application.

11. 9/6/20 11
When it comes to dealing with customer suggestions and complaints, aiming to
respond in less than 24 hours on any platform they are using to communicate is crucial.
Furthermore, provide customers with an update on future actions that will be taken
toward their suggestions or complaints and use this information to improve and exceed the
customer experience. “The app must delight the audience in addition to satisfying their
requirement from the same.” (beanstalkwebsolutions.com).

12. 12
VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
The distribution and marketing strategy that will take place toward the second year
is focused on expanding and gaining a more extensive brand awareness impact on the
primary and secondary market. Participation in conventions related to lifestyle will
become part of the physical presence of Cup O’Joe. The targeted conferences are Heart
Walk to get The American Heart Association’s attention. Secondly, two other conventions
are part of the strategy: Coffee Anageim Fest and SXSW Wellness Expo. Furthermore,
looking to expand into new aggregators for a broader reach to the specified target market.
These aggregators will consist of the Google Play App Store and the Windows App Store.
Therefore, working in these strategies will expose Cup O’Joe mobile application to new
potential clients, partnerships, and customers.
In 1924 the American Heart Association was founded by 6 Cardiologists, now almost
100 years later, the largest voluntary organization fighting heart disease and stroke. Cup
O'Joe tracks your caffeine intake, which could save the lives of some, heart disease is the
number one cause of death worldwide, with stroke second in line. The AHA has donated
over $4.5 billion in research, which is more than any organization in the US. High caffeine
intake could cause anxiety, high blood pressure, and increased coronary heart disease
chances.
The American Heart Association holds a festival called Heart Walk, which celebrates
survivors of heart disease and strokes, and each survivor is allowed to invite other
survivors. The Cup O'Joe team will set up a tent giving awareness of heart disease and
stroke while showing how the app could help and celebrate the benefits. At the festival, the
survivors are given red ball caps at the cup O'Joe tent. The team gives away red water
bottles with logo and inside a pamphlet and a card directing attendees to our app. On the
AHA website, there is a way to sign up to be part of the walk. The Cup O'Joe team will sign
up wearing plain shirts matching our tent to stand out. Doing this will catch the festival
attendees' attention by bonding and introducing the mobile application during the walk,
giving awareness, and celebrating their survival. By obtaining the attention of the AHA's
audience Cup O'Joe's team will be more confident pitching the mobile application to AHA.
Another event Cup O'Joe will attend is the Coffee Anaheim Festival. This event is for
everyone in the coffee business with baristas, distributors, coffee chains, and managers, to
name a few. Catching the attention of those in the coffee business would do well for our
app, for this festival is to educate those in the coffee business and give them a chance to
network. There is also SXSW Wellness Expo, a two-day event with thousands of attendees
and over 150 companies from the wellness industry. The Expo is presented by Seedlip, who
are the makers of the world's first distilled non-alcoholic spirits. Their mission is to solve
the dilemma "what to do when you're not drinking." There are group health activities,
workouts sessions, workshops, and demos. The Expo is looking to expand attendee
knowledge on wellness through classes related to the industry. Cup O'Joe could hold a short
seminar on the effects of too much caffeine as well as talk about our app and how it can
benefit them.

13. 9/6/20 13
The expansion of aggregators will be another important strategy. The finding Cup
O'Joe in Google Play and the Microsoft Store. Building an app on Google Play is far more
comfortable than Apple with fewer restrictions. Android has the most significant global
market share when it comes to cell phones. The Microsoft Store has a feature called the
private store, which allows employees in the organizations to view and download the app
before publishing and when it's public anyone can download. Working with all these great
application aggregators, Cup O'Joe will see a significant reach over the desired target and
expansion into new markets and territories that will support the partnership with future
clients.

14. 14
VIII. Sales Projections
Price and Sales Projections (based on $1,300 budget)
Price
Projected
Units
Projected
Net Revenue
Retail
Special Edition Reusable Coffee Cup
(Cup O’Joe’s website) 12.99 50 649.5
Wholesale/Dealer Price**
Apple App Store (1-year membership) * 20.99 300 6,298
Special Edition Reusable Coffee Cup (10
different local coffee shops) ** 6.49 100 649.5
Projected Total Net Sales Revenue $7,597
* Assumes 70/30 split with Apple App Store
** Assumes 50% of retail price

15. 9/6/20 15
Return on Investment (ROI)
By the end of our first full year, we anticipate having a 484% ROI based on a profit
of $6,297 with a potential increase in sales after deploying all marketing and distribution
strategies.
Analyzing a projected low-end estimate, the ROI could decrease as far as 161%
based on a profit of $2,098. However, on the high-end view, the ROI could increase as far as
807% based on a profit of $10,494.
The analysis for low-end estimate comes from having a poor execution and low
annual average of paid mobile app downloads on the Apple App Store. The expectation is to
reach an average of 200 consumers at each local coffee shop. Considering the low-end
estimate will take into consideration a 2% conversion rate. Also, finding a limited reach
through social media ads of 2000 targeted users with a conversion rate of 3%.
On the other hand, the high-end estimate's analysis comes from having a successful
execution and high reach on mobile app downloads through the social media marketing
strategy and physical presence with an average range of 500 consumers at each local coffee
shop with a conversion rate of 5%. Also, considering a high reach through social media ads
of 5000 targeted users with a conversion rate of 5%.

16. 16
IX. Marketing
Marketing Tools:
• Create a YouTube channel to use for demo/promo videos.
• Create a Facebook Account and advertise the app through there.
• Create a Twitter Account to promote the app.
• Utilize the social media accounts we have and respond to guests’ comments to
build trust and awareness.
• Create a website
• Create a WordPress account to blog about Cup O’ Joe.
• Utilize Facebook ads.
• Daily points in app to redeem for rewards.
• Refer a friend program.
• Instagram Contests.
• E-mail list/subscription for updates and deals.
• Giveaway for a free month.
• Flyers.
• Display Retargeting Tools (pop up ads).
• Informative Infographics.
Promotion
Pre-Release (July through September 2020)
Strategy
The pre-release strategy is to start creating social media accounts for Cup O' Joe.
Currently, Cup O' Joe does not have any social media accounts. The plan is to create a
YouTube channel, with the making of a promo video that will be uploaded to the platform
on July 10th and will be featured through July 15th. Cup O' Joe's website would be launched
on July 20th. It would have all the information customers would need to know about the
application before the official launch. The website will also offer Cup O’Joe’s information
and a link to the app for easy download. Facebook would be the next social media site that
will be created on August 1st. It will mainly be utilized as a page for updates, details on any
events that may be planned, and a form of contact if any customers had any questions.
Instagram would be the next account that will be launched since Facebook and Instagram
are intertwined. It would be an easy set-up process and utilized as a source of imagery,
connections, and information. Twitter would be the next account that would be created and
would mainly be used to tweet any news, updates, and interaction with customers who do
not utilize Facebook or Instagram. A WordPress account will be the last to be created on
August 15th and will be utilized for blogging and updates. Next will be the creation of flyers
that will be made by Vistaprint on September 2nd and would be finished by September
10th. The last step will be to make the first few posts on social media and to start following
some users. Since September 29th is the national coffee day, it would be the perfect day to
promote the app before its release. The plan is to create a few posts related to national
coffee day and discuss the new app that will be released soon. Finally, promoting Cup
O'Joe's website through all social media networks for users to subscribe to e-mails and stay

17. 9/6/20 17
up to date on anything that happens with the app, including the launch date, updates, and
giveaways that we will take place.
Tactics
• Create YouTube Channel (July 10-15)
• Create Website (July 20-30)
• Create Facebook/Instagram/ Twitter accounts (August 1-7)
• Create WordPress blog account (August 15-22)
• Creation of flyers (September 2- 10)
• First couple social media posts (September 22-29)
• E-mail list / subscriptions (September 25-30)
Release (October 2020)
Strategy
The release strategy will start with on October 1st and will consist of three teams
that will distribute flyers to select coffee shops in Seattle, Washington, with all the Cup
O'Joe's Mobile App information. On the flyer, it will also include a QR code which the
customer can use to scan on their phone and will directly take them to download the app.
Team One will be heading to Moore Coffee shop, which is located on 1930 2nd Avenue,
Seattle, WA. Team two will be heading down the street to Storyville Coffee Pike Place,
which is located on 94 Pike Street, Top floor, suite 34, Seattle, WA. Finally, the third team
will head in the opposite direction to Seattle Coffee Works, which is located on 108 Pine
Street, Seattle, WA. Next, they will proceed with paid advertising through Facebook, which
will start on October 6th and continue to run until October 12th.
Along with that, they will be utilizing YouTube advertising, which will start on
October 10th and will run until October 15th. Since there is not a large budget, they should
not be using both advertisements simultaneously. They will be switching between
Facebook and YouTube, and when the app becomes more profitable, they will continue to
use these platforms but coincide with them since they will be able to spend a little more on
advertising. Users who download the app and use it regularly will be able to take part in a
point system that will generate points based on how often the app is used and track the
caffeine intake. The more points that are earned, the better the rewards are. The rewards
start small, with the first reward being a free month of the app and with the highest prize
being a $20 prepaid gift card. Consider Halloween is at the end of the month, there will be
launched an exclusive in-app rewards that revolve around Halloween themes that the users
can enjoy.
Tactics
• Distribution of flyers w/ QR codes (October 1-7)
• E-mail list/subscriptions for updates and deals (October 2-6)
• Facebook ads (October 6-12)
• YouTube ads (October 10-15)
• Daily in app points for rewards (October 25-31)
• Pop-up ads (October 20-27)

18. 18
Post-Release (November 2020 through June 2021)
Strategy
The post-release strategy revolves around utilizing the marketability of the holiday
seasons to boost brand awareness and downloads of our client’s app while simultaneously
bringing more and more people on board. The first step in the post-release strategy is to
initiate the ongoing email list, updating our subscribers with deals and promotions that
Cup O’ Joes are promoting to its users. All tactics used during the post-release stage will be
promoted during the ongoing emailing segment. Also, during November, we will be rolling
out our free one-month giveaway. The giveaway is a way to boost downloads before the
profoundly profitable month of December. The next stage covering the month of December
will be our Instagram contests. It will garnish a Christmas like feel to it and will be worded
in such a way to hint to our established users that the app would make for a great
Christmas gift to send out to friends and loved ones. Upon the conclusion of the Christmas
season, we enter January, which is a popular month for consumers to create New Year’s
Resolutions. We should capitalize on this by portraying Cup O’ Joes as a magnificent
lifestyle app that can assist its users in keeping up with their New Year’s Resolutions by
monitoring caffeine intake and promoting overall good health and well-being. Popularly,
February is a time for love and appreciation of one another. Our marketing tactic for
February is referring to a friend program. Via our email updates, we will inform our users
that if they refer a friend to downloading the app that it puts their name in for a drawing
that can be promoted and conducted via other forms of social media such as Facebook,
Instagram, and Twitter. This strategy keeps our intentions direct, informative as well as
budget friendly. The emailing tactic will be crucial in staying connected with our customers,
which serves as a revolving door for increasing brand loyalty and customer satisfaction.
The emailing tactic will also be extremely beneficial to monitor data necessary for making
changes to marketing plans as needed for the next quarterly projections.
Tactics
• Instagram Contests (December 1-December 31)
• Giveaway for one free month (November 1-November 30)
• Utilize the social media accounts we have and respond to guests’
comments to build trust and awareness. (January 1- January 31)
• Refer a friend program (February 1 – February 28)
Email list/ Subscriptions for updates and deals (November 1- June 30.

19. 9/6/20 19
X. Budget
Tactic Specifics
Frequency (e.g.
daily, monthly,
quarterly)
Annual Cost
Aggregator Fees Apple App Store Annual $ 99
Brochures/Flyers
100 Vistaprint
flyers and design
As needed $ 24
Flyer distribution
Acrylic flyer holder
(one per business,
for 10 locations
total)
One time $ 30
Website Hosting
Development,
maintenance, and
hosting using Wix.
$13/month
Monthly $ 156
Website Domain GoDaddy.com One-Time $ 1.99
Special Edition
Reusable Coffee
Cup
Custom made in
China for $1.65/pu
total of 150 units.
(Alibaba.com)
One-Time (pre-
phase)
$ 247.50
Media
Advertising
YouTube Ads
$24/a month (for 2
months)
Semi-annual $ 48
Facebook Ads
$1/a day (for 3
months)
Quarterly $ 91.25
Instagram Ads
$1/a day (for 6
months)
Semi-annual $ 182.50
Promotional Team
$30 per hour for
four (4) hours.
One-Time $ 120
Media Other
$200 production
video
One time $ 200
Contests/Prizes
Three (3) free
months
subscription (at
$7.99)
Monthly $ 96
TOTAL $ 1,296.24

20. 20
XI. Appendices
Barnhart, B. (2020, May 14). 41 Must-Have Digital Marketing Tools to Help You Grow.
Retrieved June 19, 2020, from https://sproutsocial.com/insights/digital-marketing-tools/
Bossette, N. (2013, February 25). The Most Marketable Annual Holidays. Retrieved June 19,
2020, from https://nyassabossette.wordpress.com/2013/02/26/the-most-marketable-
annual-holidays-2/
Carter McNamara (N.D.) Framework for Basic Marketing and Promotions Plan. Retrieved
from: https://managementhelp.org/freebusinesstraining/marketing-plan.htm
N.A. (N.D.) Social media advertising costs in 2020. Retrieved from:
https://www.webfx.com/how-much-does-social-media-advertising-cost.html
Daniella Rosul (N.D.) How Do Free Apps Make Money on Android and iOS. Retrieved from:
https://thinkmobiles.com/blog/how-do-free-apps-make-money/
N.A. (N.D.) Mobile App Marketing Explained. Retrieved from:
https://www.airship.com/resources/explainer/mobile-app-marketing-explained/
Ciligot, C. (3 October 2019). 50 Stats for Mobile App Growth and Success in 2020. Retrieved
from: https://clearbridgemobile.com/stats-for-mobile-app-growth-and-success/
Knezovic, A. (23 April 2020). The State of the Mobile App Market: Trends & Predictions.
Retrieved from:
https://www.blog.udonis.co/mobile-marketing/mobile-apps/mobile-app-market-forecast
Blakey, Rachel (2017) “Why Small Business Have the Social Media Marketing Advantage”
Retrieved From https://www.google.com/amp/s/ducttapemarketing.com/small-
businesses-social-media-marketing/amp/
Starbucks Hometown Partners (2020) Retrieved from
https://www.starbucks.com/seattle/partnerships
Gaille, Brandon (2016 January 20) “30 Curious Starbucks Demographics” retrieved from
https://brandongaille.com/30-curious-starbucks-demographics/
Delvanthal, Shoshanna (2020 May 28) “Starbucks Vs Dunkin’ Whats The Difference?”
Retrieved from https://www.investopedia.com/articles/markets/120215/starbucks-vs-
dunkin-donuts-comparing-business-models.asp
Hugo. (2018, March 02). 9 Ways to Improve Your Company's CRM System. Retrieved June
19, 2020, from https://www.spinoffice-crm.com/blog/9-ways-improve-companys-crm-
system/
(n.d.). Retrieved June 19, 2020, from
https://www.godaddy.com/domainsearch/find?checkAvail=1

21. 9/6/20 21
Wix Pricing Information: Upgrade to a Premium Plan. (n.d.). Retrieved June 19, 2020, from
https://www.wix.com/upgrade/website
Ways to Practice The Best Mobile App Marketing & Distribution Strategies. (2020, April
27). Retrieved June 19, 2020, from https://beanstalkwebsolutions.com/blog/ways-
practice-best-mobile-app-marketing-distribution-strategies/
Hollie Higa (N.D.) 5 Goals to Consider When Creating a Marketing Strategy.
Retrieved from: https://blog.hubspot.com/marketing/goals-of-marketing
Chris Ciligot (October 2019) A Step-By-Step Guide to Marketing Your Mobile App.
Retrieved from: https://clearbridgemobile.com/step-by-step-guide-marketing-mobile-
app/
Andrew Gazdecki (August 2016) 10 New App Marketing Strategies. Retrieved from:
https://www.apptentive.com/blog/2016/08/18/10-new-app-marketing-strategies/
Jaschik, S. (23 September 2019). Prospective Students’ Social Media Preferences Have
Changed in Two Years. Retrieved from:
https://www.insidehighered.com/admissions/article/2019/09/23/prospective-students-
social-media-preferences-have-changed-two-years
Imafidon, C. (nd). 10 Reasons Why Coffee Drinkers are More Likely To Be Successful.
Retrieved from: https://www.lifehack.org/articles/productivity/10-reasons-why-coffee-
drinkers-are-more-likely-successful.html
Lutz, A. (6 April 2015). Here’s how much caffeine people consume at every age. Retrieved
from: https://www.businessinsider.com/caffeine-consumption-by-age-2015-4
Mullaney, J. (28 September 2018). The United States of Coffee: Here’s Which City Drinks the
Most, Where It’s the Priciest, and More. Retreived from:
https://www.cheatsheet.com/culture/united-states-of-coffee-heres-which-city-drinks-
most-where-its-priciest-and-more.html/
Unknown (nd). College Students and Coffee – Should You Use it to Study? Retrieved from:
https://www.thecoachkshow.com/college-students-and-coffee/
Burbidge, J. (2020, April 15). 10 Tips for Writing Loglines. Retrieved June 12, 2020, from
https://www.raindance.org/10-tips-for-writing-loglines/
Lyons, J., & Herron, R. (2017, July 06). How to structure a premise for stronger stories.
Retrieved June 12, 2020, from https://www.writermag.com/improve-your-
writing/fiction/how-to-structure-a-premise-for-stronger-stories/
Coffee Statistics 2020. (n.d.). Retrieved June 14, 2020, from http://www.e-
importz.com/coffee-statistics.php

22. 22
EBBS Group Project Question & Answers for Cup O' Joe.docx. (n.d.). Retrieved June 12,
2020, from https://drive.google.com/file/d/1Ik3YUoHEQrGaNbovu7HB-9fV33M8gN-
P/view
Eco-friendly Personalized Custom 8 Oz/12 Oz Portable Insulated Coffee Cups With Silicone
Lid - Buy Insulated Coffee Cups,12 Oz Coffee Cups,Insulated Coffee Cup With Lid Product on
Alibaba.com. (n.d.). Retrieved June 28, 2020, from https://www.alibaba.com/product-
detail/Eco-friendly-Personalized-Custom-8-
oz_62407154585.html?spm=a2700.galleryofferlist.0.0.71ff7386UG7jU2
American Heart Association (2020) Heart Walk retrieved from
https://www2.heart.org/site/SPageNavigator/HeartWalk_Landing_Page.html
American Heart Association (April 7, 2014) Caffeine and Heart Disease retrieved from
https://www.heart.org/en/healthy-living/healthy-eating/eat-smart/nutrition-
basics/caffeine-and-heart-disease
American Heart Association (2020) About Us retrieved from
https://www.heart.org/en/about-us
Microsoft (Oct. 31, 2018) Distributing Apps using your private store retrieved from
https://docs.microsoft.com/en-us/microsoft-store/distribute-apps-from-your-private-
store
SXSW WELLNESS EXPO retrieve from: https://www.sxsw.com/exhibitions/sxsw-wellness-
expo/
The Manifest (Feb. 22 2018) Android V IOS : what platforms to build your app first ?
Retrieved from https://medium.com/@the_manifest/android-vs-ios-which-platform-to-
build-your-app-for-first-22ea8996abe1
Coffee Fest Anaheim 2020 retrieve from:
https://www.coffeefest.com/venues/ details/coffee-fest-anaheim-2020