Spirio Strategy

DIGITAL STRATEGY

COLICCIDIGITAL STRATEGY PAGE I 1

THIS STRATEGY SETS UP HOW WE TAKE OUR FIRST

STEPS IN ENGAGING WITH THE COLICCI AUDIENCE

ON SOCIAL NETWORKS.

IT MOVES FORWARD WITH COMPELLING CONTENT

IDEAS ALL ALIGNED TO SPECIFIC MEASURABLE

AIMS.


CONTENTS 1 I OUR AUDIENCE2 I BRAND BASICS

3 I SOCIAL GROWTH4 I BEST PERFORMING CONTENT7 I E-MARKETING ROLE8 I THE SCHEDULE9 I DISCUSSION TIME


1 I OUR AUDIENCE

We have mapped Colicci’s audience into TWO main sectors.

PARK USERSMums

Children

Dog Walkers

Cyclist

Joggers

OFFICE WORKERSProfessional

Media

Creative

Finance

Interns


THE FEMALE AUDIENCE

• Professional women

• High response/engagement

• 25-40

• 68% of Colicci audience is women.

• Majority of the women are from London

• All engagement is positive

• Active lifestyle

• Mainstream trending mums

• Recommend regularly

• Keen on promoting the smaller more bespoke coffee brand


• Professional men

• Very selective about their engagement

• Define their own output / see themselves as a unique individ-

ual

• 25-35

• 32% of Colicci audience is men

• Interested in current affairs / fashion / business / bloggers /

cyclist / gym / drinking

• Brand Evangelists, but only on their terms

THE MALE AUDIENCE


2 I BRAND BASICS

INNOVATIVEITALIANMODERNHERITAGE

BRAND ESSENCE LOGO

COLOURS

PHOTOGRAPHY

TYPEFACE

CREATIVE ASSETS

FRIENDLYSIMPLEGENUINEBRITISH

TONE OF VOICE

#ADEFFF #6E5754 #F27269

#D5D1B7 #FFFF6F #C5DB6E

Special Elite

Real Coffee

Real Character


Twitter: From 117 to 452 - +286%

Facebook: From 315 to 2.2k - +598%

Instagram: From 0 to 457 - +457%

Overall: From 432 to 3109 - +619%

3 I SOCIAL GROWTH


4 I BEST PERFORMING CONTENT1

4 5

2 3


FACEBOOK

REACH: 2,730LIKES / SHARES / COMMENTS: 9POST CLICKS: 337

FACEBOOK


FACEBOOK


THE REACH OF THIS POSTS SHOWS OUR AUDIENCE APPRECIATES VISUAL HU-MOUR. IT ALSO DEMONSTRATES THE SUCCESS OF POSTING PHOTO ALBUMS.

THE SUCCESS OF THIS POST SHOWS THAT COLICCI’S AUDIENCE RESPONDS STRONGLY TO IMAGE-BASED, COFFEE-RELATED HUMOUR.

THE SUCCESS OF THIS POST SHOWS THAT THERE IS HIGH POSITIVE SENTI-MENT AROUND WINTER WONDERAND AMONGST COLICCI’S FACEBOOK FANS.1

2

3

5

4 TWITTER

IMPRESSIONS: 1,137

INSTAGRAM

LIKES: 28

THE SUCCESS OF THIS TWEET SHOWS THAT INTERACTING WITH EXTERNAL ACCOUNTS IS KEY TO GETTING TWEET’S SEEN.

THE SUCCESS OF THIS POST SHOWS THAT PLAYFUL COFFEE RELATED IMA-GERY IS POPULAR ON INSTAGRAM, WHILST THE USE OF TRENDING HASHTAGS INCREASES OUR REACH


This is one of our best

channels to drive offers to

a targeted audience.

We can grow site specific

email audiences with iPad

installations and data

capture teams.

5 I E-MARKETING ROLE


1. INSTORE - Tablet at the till with an incentive for sign up such as a discount or competition entry for a prize.

2. WEBSITE - Mailing list sign up on website, another incentive here would increase sign up frequency.


6 I AWARENESS WE BELIEVE IMPROVING THE SOCIAL MEDIA

AWARENESS ACROSS THE SITES VIA THE FOLLOWING:

• ARTWORK

• TABLE TALKERS

• UNIFORM

• PACKAGING

• DIGITAL SCREENS


DECEMBER

WEEK 1 WEEK 2 WEEK 3 WEEK 4

JANUARY

FEBRUARY

Colicci Christmas

New Year

Green Sandwich

Recycle for Colicci Club

7 I THE SCHEDULE REDEMPTION

AUDIENCE GROWTH

BRAND AWARENESS & AMPLIFICATION

Join mailing list - Free coffee welcome email

Join mailing list - Free coffee welcome email

Pay by Instagram

Colicci Kids

Colicci Cracker (Bushy & Richmond)

Vintage Waffler


SOCIAL CONTENT TOPICS

PEOPLE PLACES

PASSIONSPRODUCT

• FANS

• STAFF

• INFLUENCERS • OUR SHOPS AND LOCALE

• BRAND INSPIRATION

• BRAND ACTIVITIES

• LIFESTYLE

• COFFEE

• BREAKFAST

• PANINI

• FOCACCIA

• HOME MADE CAKES

• GELATO


• COLICCI click & collect - Order online and collect in selected stores.

• Stratford Launch - Launch event promoting the unique unit.

8 I STRATEGY 3

PAGE 16

DISCUSSION TIME


THANK YOU!

Date post:	14-Apr-2017
Category:	Lifestyle
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Spirio Strategy

Lifestyle