Sustainable Harvest Digital Marketing Strategy
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Final project for Portland State University Center for Executive and Professional Education Digital Marketing Strategies workshop
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Sustainable Harvest Digital Marketing Strategy
- 1. D I G I TA L M A R K E T I N G S T R AT E G Y Nathan Lattanzi, Ryan W. Brewer, Kelly Doherty, Wenye Tang, Jeannie Krieger, Josh Schroeder, Spring Wedlund, Cecily Quintana, Michele Harman, Tom Kraxberger
- 2. BRAND EXCELLENCE • Pioneer in Relationship Coffee - Embedded sustainability • Talk the talk and walk the walk • Rich collateral and content: photos, stories, videos, brand ambassadors • Successful Events • Clout in the Coffee Community
- 3. S.W.O.T ANALYSIS Strengths Weaknesses • • • • • Rich content & Stories exist Let’s Talk Coffee Events Relationship Coffee Model Certified B-Corp Transparency in Relationship tracking & business model • High Quality & Consistent product • Pioneer in Direct Trade and Relationship coffee • Innovative research & training with farmers • • • • • Opportunities Threats • Ability to start a coffee revolution -- think BIG • Leverage Let’s Talk Coffee as a year round featured event (through web) • Demonstrate the Traceability Technology • Engage retail partners in telling the Sustainable Harvest story • Price volatility of coffee • Supply - longevity at risk from below-market costs • Environmental Impacts of climate • Competitors prices are lower • Differentiation - “people have co-opted brand Website’s Content lacks hierarchy Communicating Brand Differentiation Articulating values to justify price margin Lack of marketing resources Messaging is too soft and humble
- 4. THE OBJECTIVE: Increase sales by xx%
- 5. TARGET AUDIENCE • • • • Mid-size coffee roasters North American market Premium brand coffee Aligned values
- 6. THE STRATEGY • • • Compelling Stories Thought Leadership Customer Journey
- 8. ESTABLISH AN EDITORIAL FRAMEWORK DEFINE YOUR BRAND NARRATIVE Your brand is the story Your brand is a character in the story Your brand comments on a story Master Content Narrative Product Launch Events and corporate announcem ents Highlight customer stories Proactive Customer Support Curated, 3rd party industry content Realtime, trendi ng and lifestyle
- 9. THE TACTICS 3. Online Advertising 1. Let's Talk Coffee 2. Social Media 4. Website
- 10. 1. LET’S TALK COFFEE D I G I TA L E D I TO R I A L P L AT F O R M (Digital Magazine) w w w. s u sta i n a b l e h a r v e st . co m / l e t sta l kc o f fe e
- 11. 1. LET’S TALK COFFEE BREWED BY SUSTAINABLEHARVEST A CONVERSATION ABOUT COFFEE Event Sponsors Features Regions Farmers 312 Days Until LET’S TALK COFFEE PANAMA Editor In Chief: Pam Kahl Managing Editor: Robbie Lane Roasters Fast 5
- 12. 1. LET’S TALK COFFEE EDITORIAL CALENDAR MARCH 2014 SUN MON TUE WED THUR FRI SAT 1 2 3 4 Country Profile: Brazil 9 10 5 6 Farmer Profile: TBD 11 12 Contributor Article 7 8 Roaster Profile: Stumptown 13 14 15 Fast 5 Facts 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Contributor Article 30 31
- 13. 2. SOCIAL MEDIA S H A R E L E T ’ S TA L K C O F F E E C O N T E N T I N R E L E VA N T C H A N N E L S
- 14. 2. SOCIAL MEDIA 1. Sharing Stories 2. Prioritizing Channels 3. Content Pillars
- 15. 3. ONLINE ADVERTISING N AT I V E A D V E R T I S I N G Syndicate content on publishers across the web using ad platforms
- 16. 3. ONLINE ADVERTISING N AT I V E A D V E R T I S I N G Partner with synergistic trade publications
- 17. 4. WEBSITE IMPROVE WEB USER EXPERIENCE “Join the movement: source with the future” • • • • • • “Invest in the future of coffee” Evergreen Transactional Strong call-to-action Bring value statement to the homepage Illustrate “relationship coffee” Consolidate pages
- 18. 4. WEBSITE INTERACTIVE RETIONSHIP COFFEE MAP
- 19. 4. WEBSITE WEBSITE FEEDBACK: BOUNCE Homepage | Vision | About | Coffee Contact – Reiterate compelling call to action. Provide contact form.
- 20. KEY PERFORMANCE INDICATORS • • • • • Attendance at events Opt-ins to receive digital magazine in their inboxes Number of clicks/shares/engagement on social media Traffic to website from syndicated content New leads
- 21. IN SUMMATION DON’T BE HUMBLE, BRAG MORE!
Editor's Notes
- Develop Content Strategy
- Establishing a voice.
- Deliberate Editorial Strategy. Brand narrative is celebrating the underdog. The Brand is the Story. Raise the profile of Let’s Talk Coffee to an ongoing, year-round experience by creating a digital editorial channel to publish topical stories about the sustainable coffee industry. Sustainable Harvest already has a wealth of information on it’s intranet.
- Here is a mock-up of Let’s Talk Coffee. It’s going to be a hub for Sustainable Harvest and the main sales conversion platform. We suggest that it replace your blog on the website. It’s more like a digital magazine, and we intend Let’s Talk Coffee to be a publishing company that will exist outside of Sustainable Harvest. We think you should partner with other trade publications, like Fresh Cup, Roast Magazine, and Coffee Talk Media. We know the marketing team is only two people, and we don’t expect you to do this whole thing yourself. We intend for Sustainable Harvest to republish content through their own lens with their own tone and voice. Writers can be hired to write articles through ebyline.com.
- Schedule existing content like that on the company intranet to be shared via Let’s Talk Coffee and social media. The profiles can stay up all month and Sustainable Harvest can hire writers to repurpose the existing material in Let’s Talk Coffee’s voice. The dynamic content will increase searcheability and direct people to SH’s website.
- Sustainable Harvest’s social media assets serve as important channels to reach your target market with editorial content from the “Lets Talk Coffee” digital magazine. Three methods for implementing an effective social strategy will include:
- Sharing Stories: Sustainable Harvest has an incredible array of stories to share that can be put through various channels to drive Roasters back to the Sustainable Harvest website to learn more about the business model and thereby increase the chances of a sales conversion.Prioritizing Channels: Your current social channels such as LinkedIn, Facebook, Twitter, and Youtube can be prioritized and leveraged to support the editorial content and effectively enhance the overall marketing efforts of the Sustainable Harvest “Relationship Coffee” message. We agree that LinkedIn could provide an important platform for to share of “Lets Talk Coffee” editorial content. Content Pillars: What content is distributed and where? Understanding how your target audience is interacting with you on your social channels will be important in deciding what editorial content you share and where you distribute that content. Your social channels will support your overall editorial calendar and help you develop a consistent rhythm for the release of content. The vast majority of your editorial content can be repurposed and shared across all of your social channels but optimizing and rewording headlines, timing posts to different channels, and scheduling & automating posts/shares on Social Media will hep you manage the editorial content more efficiently.
- Website will be evergreen. Becomes vehicle for communicating facts and making transactions with compelling call-to-action on each page.Front page to illustrate “relationship coffee.” Use images of faces to represent each step of the supply chain. Consolidate pages.Bring value statement to the homepageSH is an investment/ insurance in future value of coffeeJoin the movement/ make a changeChange call to action: “Join the movement -> Source with the future”Show the benefits -- tracking device and how supply and logistics are streamlined and made more transparent to clients [relationship coffee map]
- Value chain coil illustration
- Brag More!