DIGITAL MARKETING STRATEGYNathan Lattanzi, Ryan W. Brewer, Kelly Doherty, Wenye Tang, Jeannie Krieger, Josh Schroeder, Spring Wedlund, Cecily Quintana, Michele Harman, Tom Kraxberger
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
S.W.O.T ANALYSIS
Strengths• 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
Weaknesses• Website’s Content lacks hierarchy• Communicating Brand Differentiation• Articulating values to justify price margin• Lack of marketing resources• Messaging is too soft and humble
Opportunities• 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
Threats• 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
THE OBJECTIVE:
Increase sales by xx%
TARGET AUDIENCE
• Mid-size coffee roasters• North American market• Premium brand coffee• Aligned values
THE STRATEGY
• Compelling Stories• Thought Leadership• Customer Journey
CUSTOMER JOURNEY
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
announcements
Highlight customer
stories
Proactive Customer Support
Real-time, trending
and lifestyle
Curated, 3rd party
industry content
THE TACTICS
1. Let's Talk Coffee
2. Social Media
3. Online Advertising 4. Website
1. LET’S TALK COFFEE D I G I TA L E D I TO R I A L P L AT FO R M
( D i g i ta l M a ga z i n e )
www.susta inablehar vest .com/letsta lkcoff ee
1. LET’S TALK COFFEE B R E W E D B Y S U S T A I N A B L E H A R V E S T
A C O N V E R S A T I O N A B O U T C O F F E E
Editor In Chief: Pam Kahl Managing Editor: Robbie Lane
312
Days UntilLET’S TALK COFFEE
PANAMA
Regions RoastersFarmersEvent Sponsors Fast 5Features
1. LET’S TALK COFFEE E D I T O R I A L C A L E N D A R
MARCH 2014SUN MON TUE WED THUR FRI SAT
1
2 3 Country Profile: Brazil
4 5Farmer Profile: TBD
6 7Roaster Profile: Stumptown
8
9 10 11Contributor Article
12 13Fast 5 Facts
14 15
16 17 18 19 20 21 22
23 24 25Contributor Article
26 27 28 29
30 31
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
2. SOCIAL MEDIA
1. Sharing Stories2. Prioritizing Channels3. Content Pillars
3. ONLINE ADVERTISINGN 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
3. ONLINE ADVERTISINGN AT I V E A D V E R T I S I N G
Partner with synergistic trade publications
4. WEBSITE I M P R OV E W E B U S E R E X P E R I E N C E
• Evergreen• Transactional• Strong call-to-action• Bring value statement to the homepage• Illustrate “relationship coffee”• Consolidate pages
“Join the movement: source with the future”
“Invest in the future of coffee”
4. WEBSITE
I N T E R A C T I V E R E T I O N S H I P C O F F E E M A P
4. WEBSITE W E B S I T E F E E D B A C K : B O U N C E
Homepage | Vision | About | Coffee
Contact – Reiterate compelling call to action. Provide contact form.
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
IN SUMMATION
DON’T BE HUMBLE, BRAG MORE!