BLUE BOTTLE COFFEE - C O M M U N I C AT I O N P L A N -
Golden Gate University Summer 2014 PR320 Contemporary Public Relations Professor Susan Murdy Prepared by Pei-Yi Wu
ABOUT BLUE BOTTLE COFFEE
Company
Product
Unique Selling Point
Locations 1 / 10
S W O T A N A LY S I S Strengths • Unique recipes • Unique brand image • Operates in B2B and B2C
Opportunities • Business expansion • New B2B partners • Boosting coffee demand
Weaknesses • Premium price • Limited geography • Relies on word of mouth
Threats • Highly competitive industry • Substitutes
2 / 10
PR OBJECTIVES
To build brand awareness To create interest for the main product To generate buzz about unique brewing techniques To persuade potential partners and investors to cooperate with Blue Bottle Coffee
3 / 10
KEY AUDIENCE
Existing Customers
Potential Prospects
Media
Partners
Investors
4 / 10
KEY MESSAGES Blue Bottle Coffee ‌ !
Provides freshly roasted coffee which convey its original taste at its actual peak of flavor Offers unique experience and educational component around coffee brewing process Is devoted to building communities that care about arts and sustainability 5 / 10
P R S T R AT E G I E S Leverage its high quality and unique brewing techniques Get involved in arts and environmental related events Spread the word about its brand value and benefits by promoting the offer of coffee-related classes
6 / 10
P R TA C T I C S
Blue Bottle Coffee Festival
Arts & Craft Events
Sustainability Events
Renegade Craft Fair
Peace, Love & Green
Black Market SF
Earth Day San Francisco
American Craft Council
Earth Day New York
7 / 10
P R TA C T I C S ( C O N T. )
Modern Art Desserts
Social Media Buzz
San Francisco Museum of Modern Art Los Angeles County Museum of Art Museum of Modern Art.
Press coverage articles Event information New products New locations YouTube channel
Coffee Subscriptions Trial
8 / 10
E VA L U AT I O N Qualitative - Preference comparison Quantitative - Event attendance - Website traffic - Social media channels KPI - Media coverage in the news, magazines, and online publishers
9 / 10
T H A N K YO U !
Prepared by Pei-Yi Wu
REFERENCES • Bernson, A. (2014, April 7). Blue Bottle Coffee Buys Handsome and Tonx. Retrieved from http://sprudge.com/blue-bottle-coffee-buys-handsome-andtonx.html • Blue Bottle Coffee. (n.d.). Our Story. Retrieved from http:// www.bluebottlecoffee.com/our-story • Cafes (2013). Blue Bottle Coffee. Retrieved May 20, 2014, from http:// www.bluebottlecoffee.com/cafes • Copeland, M. (2011, September 23). Blue Bottle: The best coffee you may ever drink. FORTUNE Features RSS. Retrieved March 14, 2014, from http:// features.blogs.fortune.cnn.com/2011/09/23/blue-bottle-coffee-james-freeman/ • Greenfield, R. (2014, April 10). Bluebottle Cold Brew Coming to a Grocery Store Near You - in a Milk Carton. Retrieved from http://www.fastcompany.com/ 3028943/bluebottle-will-mass-produce-its-delicious-cold-brew-and-sell-it-ina-milk-carton R
R E F E R E N C E S ( C O N T. ) • Healy, M. (February 10, 2014). Young people finding new sources of caffeine. USA • TODAY. Retrieved from http://www.usatoday.com/story/news/nation/2014/ • 02/10/caffeine-coffee-energy-drinks/5255453/ • Seitel, F. P. (2013). (12th ed.), The Practice of Public Relations. Prentice Hall • Stein, J. (2014, May 1). Blue Bottle Coffee and the Next Wave of Artisanal Coffee Shops. Retrieved from http://www.businessweek.com/articles/2014-05-01/ blue-bottle-coffee-and-the-next-wave-of-artisanal-coffee-shops • Tishgart, S. (2014, Feb 25) Blue Bottle CEO James Freeman on his New Brooklyn shop and that $25 million funding round Retrieved from http:// www.grubstreet.com/2014/02/james-freeman-blue-bottle-funding-q-anda.html • Oremus, W. (2014, March 24). Genius barista. Retrieved from • http://www.slate.com/articles/business/crosspollination/2014/03/ blue_bottle_coffee_vcs_search_for_the_new_starbucks_starts_in_san_francisco. html R