AgendaResearch & Audits

Opportunity

Campaign Idea

Goals & Objectives

Audience

Content Strategy

Influencer Recommendation

Digital Recommendation

Evaluation

Research & Audits● Mainly use 4 social platforms:

Instagram,Twitter, Facebook and LinkedIn (in

order of engagement)

● Maintains consistent appearance and brand

voice on all platforms

● Key hashtags: #drinktrade, #tradecoffeeco

● Largest following is on Instagram; 45.6k

followers

● Average increase in followers is 1.5k a month

(socialblade)

Research & Audits● Uses Twitter to post large amount of

consumer-generated content

● Overall engagement rate: 0.97% (socialblade)

● Uses Facebook mainly for informational posts

● Low engagement on Facebook overall

● Uses LinkedIn to recruit employees

● Gap between LinkedIn posts is as big as 6

months

● Customer service maintains upbeat tone

across all platforms

Opportunity

Trade Coffee Co. is committed to sustainability, but the brand fails to communicate many of its sustainability initiatives, such as its compostable packages, on social media.

Campaign Idea● The campaign will focus on the sustainability initiatives of the

company and the steps Trade is taking to reduce their carbon

footprint, more specifically, with their compostable coffee

packages.

● They ship their coffee in fully compostable/recyclable bags,

but fail to promote their efforts.

● To extend their efforts, we will promote sustainability facts,

information and user-generated content.

Goals & ObjectivesGoal

● To increase awareness of Trade as a brand, and its initiatives to conduct

more sustainable practices while offering high-quality coffee.

Objectives● To increase social media engagement by 1% by the end of the campaign

on April 30th.

● To increase sales by 3% by the end of the campaign in April through

social media ads.

● To reach 1,000 mentions of campaign keywords and hashtags by the end

of the campaign in April. Keywords: composting, zero waste, Trade coffee

and sustainability. Hashtags: #zerowastecoffee and #DrinkTrade.

● To increase the number of Gen Z followers on Instagram and Twitter by

5% by the end of the campaign.

Audience● The campaign targets millennials and a higher age

of Gen Zs that can afford the luxury of a coffee

subscription service.

● The audience includes people in their late twenties

to mid thirties that are interested in making

high-quality coffee while caring about composting

and sustainability.

Content StrategyDescription:

● Four-week campaign beginning on April 2 to take advantage of Earth Day, April 22.

● Posting 3-4 times a week to avoid oversaturating the audience.

● Time: mostly posting from 7 a.m. to 10:45 a.m. overlapping with breakfast.

● Type of content:○ Promotional: Trade's compostable coffee

package.○ Informative: facts about sustainability, Trade's

compostable package and its sustainable roasters.

Content Strategy

Across all:● Repurposing content.● Human element: post that featured people had higher

engagement than other posts.● Same hashtags: #ZeroWasteCoffee #DrinkTrade.

Paid Recommendation:● Instagram carousel post: highest engagement rate

on ads.

Platforms: Instagram, Twitter, Facebook and LinkedIn.

● More active on Instagram and Twitter because it has higher engagement rate.

● LinkedIn and Facebook mainly to inform about company updates.

Social Media Mock-Ups

Instagram● Cool fact about

product.● Carousel: 1.65% and

5.13% higher engagement rate (socialinsider.io).

Twitter● Call to action: customer

advocacy through incentive.● Easiest to do social

listening/monitoring (socialmediaweek.org).

Social Media Mock-UpsFacebook

● Sharing blog post to celebrate Earth day.

● Evergreen content on how to compost featuring Trade's compostable bag.

Instagram Story● Inviting followers to see how

Trade celebrates Earth Day.● Series of short videos

featuring employees composting Trade's bags.

Influencer RecommendationJames Hoffmann

● Co-founder of Square Mile Coffee Roasters.

● Founder of JimSeven.com blog.

● Been working in the coffee industry since 2003.

● World Barista Champion of 2007.

● Owner of Tens Hundreds Thousands; limited

edition coffee products.

● Author of “The World Atlas of Coffee.”

● Largest following on Youtube.

Influencer Recommendation● Youtube video collaboration.

● Promoted across Hoffmann’s platforms using image

of compostable bag.

● Review of Trade’s subscription including a feature on

compostable bag.

● Provide potential customers with information about

Trade’s sustainability efforts.

● Success measured by click-through rates and brand

mentions.

Digital Recommendation● Interactive Instagram filter.● “Which compostable bag are you?”● Features different roaster’s coffees that

are sold in compostable bags and offered through Trade.

● Randomly generated; 5 different coffees.

● Ex- Parlor Coffee Columbian Roast.● Filter sits above user’s head and

chooses coffee at random.

EvaluationTo increase social media engagement by 1% by the end of the campaign on April 30th

Benchmark: ER on Instagram is 0.52% (phlanx.com).

Measurement: Use quantitative data, such as likes, comments, share, retweets, replies, etc., collected through Hootsuite.

Every Thursday starting on April 2. It will indicate what type of content is working, so it can be replicated.

To increase sales by 3% by the end of the campaign in April through social media ads.

Benchmark: Average conversion rate on Facebook ads in the food and beverage industry is 3.89%, while the average conversion rate across all industries is 2.35% (wordstream.com).

Measurement: Conversion tracking, to measure if ad leads to the desired action, which would be sales. Quantitative data tracked through each platform.

Every Thursday starting on April 2.

EvaluationTo reach 1,000 mentions of campaign keywords and hashtags by the end of the campaign in April. Keywords: composting, zero waste, Trade coffee and sustainability. Hashtags: #zerowastecoffee and #DrinkTrade

Benchmark: #DrinkTrade, 19 mentions on Twitter (twitter.com), 60 mentions on Facebook (facebook.com) and 1,275 on Instagram (instagram.com).

Measurement: To gather the exact number of mentions and quantitative data, members of the campaign will use Hootsuite to measure it every Thursday, starting on April 2.

To increase the number of Gen Z followers on Instagram and Twitter by 5% by the end of the campaign.

Benchmark: Average of followers under 24 on each platform.

Measurement: Growth rate from Gen Z users. The data will be collected by platform (Instagram or Twitter) and measured specifically by each platform every Thursday starting on April 2.

https://www.forbes.com/sites/meggentaylor/2020/04/07/trade-coffee-launches-a-five-pound-bag-to-satisfy-

consumer-demand-and-to-keep-their-roasting-partners-in-business-during-the-pandemic/#8dbe6b84fd70

https://www.coffeereview.com/advertisers/

https://www.socialinsider.io/blog/instagram-content-research/

www.wordstream.com/blog/ws/2019/11/12/facebook-ad-benchmarks.

https://www.instagram.com/explore/tags/drinktrade/

https://www.facebook.com/search/top/?q=%23drinktrade&epa=SEARCH_BOX

https://twitter.com/search?lang=en&q=(#drinktrade)&src=typed_query

https://www.instagram.com/jimseven/?hl=en

https://www.youtube.com/channel/UCMb0O2CdPBNi-QqPk5T3gsQ

Works Cited

https://www.jameshoffmann.co.uk/

https://twitter.com/jimseven

https://www.drinktrade.com/blog/education/eco-friendly-packaging

https://socialmediaweek.org/blog/2018/06/5-reasons-to-use-twitter-to-leverage-your-social-listening-campaign/

Works Cited