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UNIVERSITY OF MIAMI STC 434 ADVERTISING CAMPAIGNS SPRING 2017
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Better than magic.
Like alchemists, we’re in the business of turning dreams into gold. Unlike alchemists, our transformations are more than myth. We believe that there’s always something to be made from the rough, and ingenuity spurs the best progress. We think that creativity is the closest thing we have to magic.
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Research 9 10 14 26 28 30 31
Executive Summary Situational Analysis Primary Research Target Market Profile SWOT Analysis Insights Objectives
Creative 34 36 40 52
Big Idea Branding Executions Social Media & Promotions
Media
76 Media Strategy 80 Media Budget 84 Concept & Copy Testing 86 Campaign Evaluations 88 Credits
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E X E C U T I V E
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SITUATION
PROBLEM
Coffee drinkers tend to go for the easiest cup of Joe, choosing convenience over quality. They’re stereotypically energetic, only slowing down when traffic forces them to. They don’t think to slow down and really enjoy the little things, whether it’s the perfect Miami weather or the taste of their morning coffee. However, a cup of coffee at Pasión del Cielo is always worth savoring. Our target market needs a coffee shop that reminds them to take joy in experiencing their customized brew. A coffee shop that infuses each cup with a sense of culture. A coffee shop that forces them to slow down and enjoy the start of their day.
Pasión has great flavors, innovative ideas and a great vision for their brand. The problem is that Pasión’s brand awareness and recognition is low. Instead of heading to Pasión for their morning cup, they drive through Starbucks or another large chain purely for the sake of convenience. Although Pasión is not as easy to get to as other competitors, their flavors and innovations are more than enough to bring consumers in. They just need to know where to go.
GOAL To make Pasión widely known amongst coffee-loving millennials, and to position Pasión in their minds as the most cultural, high quality, and customizable coffee shop in Miami.
SOLUTION Pasión Del Cielo doesn’t want to be your average coffee shop. Instead, they encourage artistry and adventure when drinking their coffee. Pasión provides a truly one-of-a-kind coffee experience by offering 11 different beans, allowing consumers to try a variety of different flavors and experience different cultures. By expanding outreach via consumers' favorite social platforms, news sources, and consumer focused promotions, people will see the passion that goes into Pasión's coffee process.
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SITUATIONAL
THE INDUSTRY With over 500 million cups of coffee consumed worldwide per day, the demand for coffee will never diminish. In fact, coffee shops are the fastest growing niche in the restaurant business and have a 7% annual growth rate. The coffee industry thrives in the US, with over 50% of citizens 18 and older reporting to consume coffee on a daily basis. In recent years, Americans have shifted their preferences, and prefer to focus on experience rather than price. As a result, the consumption of gourmet and specialty coffee is on the rise.
Prominent companies in the coffee industry include Starbucks, Dunkin Donuts, Einstein Bagels, The Coffee Bean, and Pete’s Coffee. Coffee is grown in over 50 countries in Asia, South America, Central America, and the Caribbean, but the top 3 producers of coffee are Brazil, Vietnam, and Colombia. Finland drinks the most coffee per capita in the world; however, the United States consumes the most coffee overall despite being ranked 25th per capita.
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THE COMPANY The coffee shop first entered the industry in 2009, when Fernando Salinas founded the first location in Coral Gables, Florida. The brand expanded its brick and mortar presence in 2012 with the opening of two locations: one in Downtown Dadeland and one in Midtown.
Currently, the company owns six locations in Miami, including Coral Gables, Downtown Dadeland, Midtown, Sunset, The Falls, Brickell Ave, and 9 locations in Mexico. The company plans to further grow and open 2 new locations in Miami, in South Beach and Doral, and a location overseas in Qatar.
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PRODUCTS & DISTRIBUTION Coffee
Tea
There are 11 different coffee beans to choose from, such as Guatemala, Colombia, Hawaii, Brazil, Costa Rica, Mexico, Cuba, Jamaica, Kenya, Ethiopia and Indonesia (Sumatra & Java)
The tea selection includes hot and iced varieties of grey, chamomile, green, breakfast, mint, chai, orchard, and jasmine tea.
Pasión del Cielo’s coffee is single-origin, which means that rather than being blended overseas, it is imported to each location and is roasted locally. A great deal of time and effort is put into the coffee sourcing and roasting process to ensure the quality stays as high as possible at the lowest price. Each bean type maintains its characteristic flavor, acidity, rich body, and aroma by never being blended or mixed. The specialty of the coffee allows the ultimate customization.
Food
Pasión offers other foods and beverages such as breakfast sandwiches, salads, empanadas, cupcakes and fruit smoothies.
The stores are designed to feel comfortable, clean and rustic to encourage customers to stay a while. The locations are a great place for coffee lovers to hang out and socialize while enjoying their coffee. Customers can also purchase the raw coffee beans by the pound and by country so they can make their own delicious coffee at their homes.
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COMPETITION Panther Coffee Panther has 3 locations in Coconut Grove, Wynwood, and Sunset Harbour. The company offers 9 different types of coffee beans that can be purchased as retail or wholesale on their online store. Panther coffee has a bohemian, trendy, rustic element and prides itself on their cold brew javas, creative baristas, and gathering space.
All Day All Day is a new coffee shop with a single location in downtown Miami. All Day offers an extensive list of coffee options, featuring different origins and brewing methods. Its menu includes an extensive list of breakfast sandwiches, light lunch fare, and beer. All Day has a very minimalist attitude and aesthetic which is a stark contrast to its surrounding environment.
Mister Block Coffee Mister Block CafĂŠ is a trendy coffee shop with a single location in Wynwood. It offers an extensive list of coffee, homemade sandwiches, baked goods, and chocolates. It offers a seasonal selection of single-origin coffees, limited-release offerings, and year-round selections. Mister Block CafĂŠ aims to create a space of gathering and offer out of the ordinary drinks and food.
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P
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A. FOCUS GROUP The first focus group was conducted at Pasión del Cielo’s Dadeland location at 4pm on February 12, 2017. It consisted of five participants, one moderator, and two recorders. Participants were told to order something from the store prior to beginning the discussion. This focus group examined the participants’ perspective of experience and ambiance at Pasión del Cielo. The second focus group was executed at the University of Miami’s School of Communication at 8 pm on February 13, 2017. This focus group consisted of seven participants, one moderator, and two recorders. The discussion focused mainly on participants’ coffee consumption habits and their brand awareness of Pasión del Cielo. Two different taste tests were conducted. The first was a comparison between Pasión del Cielo’s Costa Rica Americano coffee and Panther Coffee. The second was a comparison between four different types of Pasión del Cielo coffee; Costa Rica, Hawaii, Kenya, and Mexico.
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Focus Group Profile Participants of both focus groups were students of the University of Miami. They were recruited through friends and personal acquaintances. The majority of participants were female with the exception of two males. Their ages ranged from 20-21 years old, all with either junior or senior standing. On average, participants said that they spend roughly $10-$20 on coffee per week. The outliers being that one participant said she spent $60 on coffee per week, and another participant saying that she never buys coffee.
The Objectives • Understand general coffee consumption habits. • Understand the main reasons people drink coffee. • Assess brand awareness of Pasión del Cielo. • Evaluate overall perception of Pasión del Cielo.
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Focus Group Findings Coffee drinkers like convenience. Convenience matters a lot to coffee drinkers. Participants in both focus groups emphasized the importance of being able to grab their coffee and go. Convenience for coffee drinkers can be broken down into two components: speed of experience and location of the store. Most said that they do not hang out in coffee shops. Clearly, coffee drinkers are busy and on the go. They want a fast experience so that they can move on with the rest of their tasks for the day. Since most coffee drinkers are in and out of a store, they do not want to have to drive far for a transaction that takes only minutes. Participants credited chain coffee shops, such as Starbucks or Dunkin Donuts, as being more easily accessible.
I would come to Pasión if it was closer to campus but, since it’s not, I go to Starbucks all the time.
People drink coffee in the morning or before an activity. Coffee is an important part of most of the participants’ mornings. On average, participants consume about one to three cups of coffee each day. For coffee drinkers, the primary consumption time is the morning. Some only have coffee in the morning, while others continue to drink coffee throughout the day.
In the morning, I drink it because I’m addicted and I cannot have a morning without it.
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People drink coffee to fulfill a variety of needs.
Quality influences purchase decisions over price.
The main reason that participants said that they drank coffee was to wake up in the morning, or stay awake throughout the day. The amount of coffee participants consumed during a day was often dependent on what they had to do that day. Participants also cited needing coffee to help them study or to stay focused. Others said that they are simply addicted to coffee.
Quality of coffee has a direct correlation with the amount people are willing to pay for it. Participants said that they are willing to pay more for a good cup of coffee. Though the maximum amount that they are willing to pay for any coffee is around $5. The takeaway from both of these focus groups is that the quality and type of coffee influence where, if, or how much participants are willing to pay for it.
I doubt I’d go somewhere if the quality wasn’t great.
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Focus Group Findings College students buy K-Cups, not ground coffee.
People enjoy Pasión del Cielo.
Keurigs have become a popular at-home coffee maker due to its convenience, opting for this method over more traditional coffee-making methods. Both focus groups favored using Keurigs and K-cups when they made coffee at home. Only two participants said that they buy coffee beans for their home. Since convenience is such an important decision-making factor for coffee drinkers, it is not surprising that K-cups are so popular. The K-cup users still also go to coffee shops on a regular basis.
Participants consistently liked Pasión del Cielo’s coffee after sampling it. In the first taste test, Pasión del Cielo Costa Rican Americano coffee was unanimously preferred over the Panther Coffee sample. Participants expressed a desire to try more of the flavors at Pasión del Cielo. During the second taste test, four different Pasión del Cielo flavors were sampled; the atmosphere around the table was of excitement. People enjoyed trying the different flavors and picking their favorite. The Hawaiian Americano coffee was the clear favorite of the second focus group.
Pasión was better than Panther. Smelled better, sweet smell, & more inviting taste.
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B. SURVEY We conducted an online survey to further test our findings. Our survey consisted of 52 questions, and we elicited 230 responses. Our analysis focused on the 193 respondents who drink coffee. The aim was to gain insights into the primary and secondary market’s coffee consumption habits and preferences, as well as their associations with and perceptions of Pasión Del Cielo.
Methodology The survey was distributed through different Facebook channels, including but not limited to: the class Campaigns group, six University of Miami graduating class groups (specifically 2015 - 2020) and various sorority and fraternity groups. The survey was additionally personally distributed by members of the Campaigns class and by professors to faculty members and friends. We determined that these methods of distribution--Facebook and personal outreach--would be most effective in receiving responses from our primary and secondary target markets.
Data Survey data was imported from Qualtrics to IBM’s SPSS Statistics program in order to analyze the results. The data was analyzed using descriptive statistics and the results of each survey question was evaluated using a measure of frequency. Frequency tables were used to lend a better understanding of the 230 respondents. Additionally, cross-tabulations of data filtered out consumers who drink coffee and consumers who have heard of Pasión Del Cielo, which allowed for a more targeted analysis.
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Demographics: 230 Survey Respondents
Other 11% Faculty 25%
Ages 27+ 21%
Ages 18-26 79%
Male 29%
Students 64%
Female 71%
Drink coffee 84%
Haven’t heard of Pasión 57%
Heard of Pasión 43%
Don’t drink coffee 16%
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Survey Findings PART I: COFFEE CONSUMPTION HABITS & PREFERENCES What is the main reason you prefer this coffee shop? Based on the responses of the 193 respondents, we found that the primary reason why consumers prefer their favorite coffee shop is because of the taste of the coffee. The second and third most popular reasons, by a landslide, proved to be accessibility and convenience. Consumers highly value taste, but do not always travel to the coffee shop they perceive to have the best-tasting coffee due to accessibility. Ambiance/Environment
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Variety
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Price
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Strength of Coffee
8
Only One They Know
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Quality
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Accessibility
45
Taste
64
Convenience
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0
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20
Number of Respondents
30
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50
60
70
Do you enjoy the experience of completely customizing your coffee? 93.8% of respondents enjoy the experience of completely customizing their coffee “a little bit” to “a great deal.” Only 6.2% do not enjoy customizing their coffee.
How do you feel about having to choose from different countries’ coffee beans? 71.5% of respondents are either somewhat interested in or really excited about choosing between a large variety of coffee bean options. The majority of respondents is excited about the opportunity and loves trying new things. It is worthwhile to note that although the majority of consumers feel positively about the opportunity to choose from many different beans, about a third of respondents feels they need additional help choosing.
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6.2%
A Little
20.2%
A Moderate Amount
33.2%
A Lot
20.2%
A Great Deal
20.2%
0
5
10
Overwhelmed
3.6%
Not Interested At All
4.1%
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20
Indifferent
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30
35
20.7%
Somewhat Interested, But I Would Need Help Choosing
34.2%
Excited, I Love Trying New Things
37.3% 0
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10
15
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30
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What is the best thing you can think of Pasión del Cielo Coffee?
What is the main reason you prefer this coffee shop?
When asked to cite the best thing that comes to mind about Pasión Del Cielo, the two overwhelmingly popular responses were the delicious taste and variety of options.
Based on the 84 respondents who both drink coffee and have heard of Pasión Del Cielo, 98.8% believes Pasión Del Cielo’s coffee to be of average to extremely high quality. 76.2% believes Pasión Del Cielo to be of strictly high quality, while only 1.2% believes the coffee to be of low quality.
Large Variety of Choices 31
Extremely Low 0% Somewhat Low 1.2%
Extremely High 34.5%
3-Cheese Empanadas 3
Delicious Taste 27
Quality of Materials 6
Normal 22.6% Number of Respondents
Somewhat High 41.7%
Originality 2 Atmosphere/ Environment 8
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What is the worst thing you can think of Pasión del Cielo Coffee? When asked to cite the worst thing that comes to mind about Pasión Del Cielo, the most popular response, by far, was the issue of accessibility. While only a small fraction of respondents cited being overwhelmed by options as the worst thing about Pasión Del Cielo, about 55.9% of respondents do not feel educated enough about Pasión’s coffee options.
Overwhelmed by Options 8 Not Accessible/ Convenient Enough 17
Slow Service 6
Never Tried It or Been 9
Number of Respondents
Price/Cost 8
If Pasión Del Cielo hosted any of the following events, would you be interested in attending? When gauging levels of consumer interest in potential events, 84.5% of respondents said they would attend a coffee tasting hosted by Pasión Del Cielo. Coffee tastings could be instrumental in helping consumers gain a better understanding of Pasión’s variety of options. Additionally, 59.5% of respondents said they would attend a live music event at Pasión. Coffee Tastings
84.5%
Live Music
59.5%
Board Game Night
32.1%
Fundraisers
32.1%
Would you use any of the following features if it were available at Pasión del Cielo? Lack of Seating/ Small Size 7
When gauging levels of consumer interest in potential programs, 65.5% of respondents said they would use a Pasión Del Cielo mobile app. Given that 84.5% of respondents would use a Pasión loyalty program, and 61.9% would use online ordering, these would be excellent candidates for mobile app features. Loyalty Program
84.5%
Mobile Application
65.5%
Online Ordering
61.9%
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T A R G E T M A R K E T
PRIMARY TARGET Sarah, 18-25 Sarah is a social 21-year-old student who considers herself up-to-date on current events and aware of social issues going on in the world around her. She gets informed and updated about local and global events through social media. Coffee is a large part of her morning routine; she can’t start the
day without it. She drinks at least 1, sometimes 2, cups a day. She either grabs a coffee before school or between classes with friends. She views coffee as a social experience. She is always open to try new things, especially from different countries as it satisfies her desire to travel.
About Me
Spending Habits
Hobbies
Eating/Drinking Habits
• Attends University of Miami
• Willing to pay for good quality but always looking for a deal
• Music
• Coffee is a large part of morning routine
• Socially conscious • Connects with the local community and global world through social media • Desires to travel
• Sometimes sacrifices price for convenience • Is influenced by peers
• Outdoor activities • School clubs • Posting on social media • Spending time and socializing with friends
• Drinks 1 to 2 cups a day, usually before school or between classes • Is open to trying new foods and flavors from all over the world
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SECONDARY TARGET Dave, 26-35 Dave is very involved in the local community and loves supporting local businesses, from restaurants to local retailers. He is interested in knowing where his coffee comes from and is open to trying new things. He is a college graduate who has a secure job. He enjoys coffee on his lunch break or before
his morning commute. He is passionate about the environment, and social issues in the world. He views coffee drinking as an experience from start to finish. He sees it as an opportunity to experience new things and spice up his daily routine.
About Me
Spending Habits
Hobbies
Eating/Drinking Habits
• Involved in local communities
• Spends a significant amount of money on eating at restaurants rather than at home
• Trying new things
• Is always open to trying new foods and drinks
• Supports local businesses • College graduate • Has a secure job • Environmentally and socially aware
• Is willing to pay more for good quality, wholesome ingredients
• Traveling • Knowing the process behind how things are created
• Eats at local restaurants and cafes • Buys organic and fair trade ingredients • Has developed a daily routine of cafes and lunch spots
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S W O T
Coffee STRENGTHS
WEAKNESSES Coffee
• High quality product at low price • Unique, specialty coffee beans (11 different options) • "Sourced globally, roasted locally" • Customizable coffee • Friendly, knowledgeable staff • Comfortable store environment
• Lack of knowledge available to consumers about the coffee beans or the process • Low brand recognition (name, logo, and slogan) • Mistaken for large corporation from Mexico • Overexpanded without proper branding • Low outreach, no advertising just rely on word-of-mouth • Lack of social media presence and engagement with consumers
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Coffee OPPORTUNITIES
THREATS Coffee
• Coffee shops are the fastest growing niche in the restaurant business • Increased interest in knowing where products come from, especially in women • Host educational tasting events so consumers understand what they like • Create new branding that shows off the high-quality product • Improve packaging • Create new loyalty/rewards program to build lasting relationships with consumers • Develop relationships with the community and already recognizable brands
• Drive-thrus are becoming exceedingly popular, as people want to grab coffee fast and on the go • Busy schedules lead people to choose based on convenience instead of taste or quality • Uneducated consumers might potentially find endless choices overwhelming • Some consumers want basic coffee and aren’t interested in the specialty concept • Starbucks has locations every few minutes, making it extremely accessible
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INSIGHTS
1. People don’t go out of their way to get their coffee.
People will choose the coffee that is in their immediate location. Pasión might not always be the closest option. However, Pasión delivers rich flavors that pull you off the beaten path because great flavor shouldn’t be sacrificed because of location.
2. People want to experience other cultures.
People want to travel the world and experience other cultures, but they might not have the means. Pasión’s mission is to bring the world’s flavors to the consumer, transporting them to different locations around the world.
3. Consumers enjoy trying a variety of coffee.
People are willing to try new types of coffee, from beans to brewing methods. With Pasión’s unique incorporation of multiple flavors and brewing methods, everyone has the opportunity to experiment and try new flavors and styles of coffee.
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OBJECTIVES Our overall objective is to increase brand awareness and recognition for Pasión del Cielo within the mind of the millennial coffee drinker. The target market desires a unique coffee experience, related to their passion for travel, the world, and adventure. We need them to see that Pasión del Cielo is a place to not only satisfy their need for caffeine, but also their thirst for culture and the world around them.
Sales Objectives
Media Objectives
Social Objectives
Through the use of newspapers, out-of-home advertising, social media and other various promotional events in the Miami area, Alchemy Agency expects to see an increase in sales for Pasión in the first months of the campaign.
Through the use of traditional advertising, social media, and outof-home advertising,we will increase overall brand awareness for Pasión del Cielo. Consumers will view Pasión del Cielo as a one-of-a-kind, high quality cultural experience.
To engage with customers through social media and educate them on the unique experience that Pasión del Cielo offers. This engagement also provides the consumer with a direct line of communication to the brand. In doing so, we expect to see an increase in followers on each social media platform used within the first months of the campaign.
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ADS, OUTDOOR, SOCIAL MEDIA & PROMOTIONS
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BIG IDEA
EXPERIENCE WHAT’S FOREIGN, LOCALLY.
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CREATIVE STRATEGY The Challenge. Pasión coffee is high-quality with great flavor, but faces problems when it comes to brand recognition. Customers confuse it as a big-name chain, or barely remember the name, hurting its potential to grow and make a mark on the coffee scene in Miami. Pasión also suffered through the millennial love for convenience - people seldom go out of their way to get coffee. When Starbucks is across the street, why bother going anywhere else? We decided to define Pasión through its product - not by its taste, but by its authentic culture and sense of adventure. Backed up
by research, we know that our customers want to experience other cultures. Pasión’s mission is to bring the world’s flavors to the consumer, transporting them to different locations around the world. Customers want variety and customization, and Pasión offers flavors from across the globe accompanied by various brewing methods and personalized latte art. Customers have the opportunity to experiment and try new flavors and styles of coffee.
The Big Idea. Experience what’s foreign, locally. Why stray off the beaten path just for a cup of coffee? Because you can try the distinct flavor of every coffee region, from
the chill, dark roast of Hawaii to the blonde roasts of the Dominican Republic. Your new cultural hotspot is just around the corner.
The Execution. With the big idea in mind, we tailored our executions to capture the distinct flavor notes of each blend while paying homage to the source countries. Rustic backgrounds and natural elements - flowers, leaves, and raw ingredients - solidify Pasión's identity as an
authentic, unique, and cozy coffee shop. For the same reason, we also differed the look of each cup and scattered ingredients as accents. Our use of whole ingredients was intended to emphasize the distinct flavor notes of each blend.
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BRANDING RECOMMENDATIONS Pasión del Cielo is known for its coffee… but only to those that know the shop. When doing initial survey research, we found that most participants who didn’t know the brand and saw the logo didn’t immediately associate that Pasión del Cielo was a coffee shop. Part of that seemed to stem from the logo treatment: the original logo highlighted Pasión Del Cielo in larger font, while the word “coffee” was smaller. In order to make it easier for consumers who aren’t familiar with the brand to associate Pasión del Cielo with its product, we increased the size of the word “coffee” in a new logo treatment. When we tested this logo against the original, we found that most survey participants better associated the name with Pasión's product after viewing the new logo than after viewing the original. We are also recommending the addition of a new, and vibrant color palette along with a fresh typography approach, which can be seen throughout our creative executions. We feel the addition of color only contributes to bringing to life the taste and aromas of Pásion del Cielo.
Original Logo
Suggested Logo Arrangement
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TAGLINE
F OU N D G LO B A L , We also worked on adapting the tagline to better represent Pasión's unique identity. While many of our survey participants appreciated the current tagline, “The Perfect Choice. Every Time.”, we thought that it didn’t truly capture what makes Pasión unique: its love of culture. In addition, this tagline could apply to almost any other product with good quality. It simply does not convey the true quality and artisan crastmanship that goes into every cup of coffee at Pasión. With that in mind, when we set out to write a new tagline, we found ourselves drawn to a statement made during our briefing by Ricardo. He said, our coffee is
sourced globally and roasted locally. While we found that was just a bit too long, we shorten this phrase to one that was slightly punchier: “found global, roasted local”. When we tested this new tagline, the response was overwhelmingly positive, and people drew associations between the brand and its strong cultural identity, which didn’t occur as strongly when the original tagline was tested.
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PACKAGING DESIGN
We created new packaging that will be a visual cue to customers that each of the beans comes from a different country. In addition, each bag will contain information about the type of blend, taste notes, and even a story about the farm from which it was sourced.
These coffee bags were designed to appear as though the coffee was packaged that day–the simple appearance and quick stickers make this easy to achieve while being low cost.
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MIAMI NEW TIMES
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BUS SHELTER ADVERTISEMENTS START EXPLORING Bright fruit and sweet caramel notes embody the lush rainforests of Colombia in our Colombian roast. Or, explore one of 11 other single-origin brews from across the globe. Head towards our Brickell location.
START YOUR OWN ADVENTURE: @pasiondelcielocoffee /pasiondelcieloFL
FOUND GLOBAL,
ROASTED LOCAL
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BUS SHELTER ADVERTISEMENTS
HIT THE Navigate the Brazilian highlands with a smooth, earthy brew, or try one of our 11 other roasts from worlds away. Explore new cultures with our globally sourced, single-origin beans. Just turn the corner to discover our Brickell location.
START YOUR OWN ADVENTURE: /pasiondelcieloFL @pasiondelcielocoffee
FOUND GLOBAL,
ROASTED LOCAL.
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BUS SHELTER ADVERTISEMENTS
TO
WANDER INTO A sweet mix of citrus and black currants in our Sidamo brew will quench your thirst, even in the hottest Ethiopian deserts. Or, try any one of our 11 single-origin brews from cultures far away. Exit here and travel to our Brickell location.
START YOUR OWN ADVENTURE: /pasiondelcieloFL @pasiondelcielocoffee
FOUND GLOBAL,
ROASTED LOCAL
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BUS SHELTER ADVERTISEMENTS
FLY AWAY Let the mix of roasted peanuts and sweet chocolate in our Ika brew guide you from the highest peaks to the lowest Sumatran valleys. Or, sample one of 11 other single-origin brews from around the world. Head towards our Brickell location.
START YOUR OWN ADVENTURE: /pasiondelcieloFL @pasiondelcielocoffee
FOUND GLOBAL,
ROASTED LOCAL.
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WEB BANNERS In conjunction with the New Times Best of issue ad placement, ad banners will appear throughout the New Times website to reach our primary target who prefers digital media over print media.
SEARCH ENGINE OPTIMIZATION In addition to digital banner placements, Miami New Times will also optimize Search Engine searches so that Pasiรณn del Cielo will rise to one of the first recommended shops in google searches. This is essential in bringing awareness to a larger number of customers.
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SOCIAL MEDIA & PROMOTIONS STRATEGY Creating a strong brand personality and awareness for Pasión del Cielo are the bases for our strategies. We have decided to use social media vehicles to help us reach our goal. Social media easily allows a company to connect with millions of people, employing certain platforms to focus on the exact target market. While conducting extensive research, as well as a social media study, we have found two key factors that hinder Pasión del Cielo. The first is the lack of outreach and voice of the brand. For example, many posts are repetitive, only consisting of coffee paired with food. While current efforts have been successful, they do not define Pasión as a distinctive brand. In addition to our social media efforts, we will use additional in-store and outdoor vehicles to increase brand awareness. They will be educational and give the consumer a sense of the adventurous personality of Pasión del Cielo. The second factor that hinders Pasión is the lack of education regarding what Pasión does and how the process of ordering the coffee works. Pasión's
competition, Panther Coffee, is successful in keeping their social media followers updated with current store events and engaging their customers. Pasión's affordable pricing, quality, variety, and knowledge of coffee, all in a comfortable atmosphere for the consumer brings them above most of the local competition. We need to create a successful brand personality for Pasión and bring in new coffee loving millennials. Our first course of action would be to delete Pasión's Twitter account and focus on Facebook and Instagram, which will be much easier to manage; also Facebook and Instagram contain a large percentage of our target market. Also, in-store and promotional activities will help get Pasión del Cielo's name out there. From latte art workshops and cuppings to travel coasters, learning about Pasión's coffee will be a pleasant adventure. What's more, a vibrant Block Party and intriguing coffee mug installation will capture customers' attention and create buzz.
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Social Media Guide We have identified two optimal time ranges in which to publish posts on Facebook and Instagram: 7:30-9:30 AM on Monday, Wednesday, and Friday, and weekends from 10-10:30 AM. Instagram will be used for shorter, visual posts, focusing on the art and flavor; while Facebook will be used for lengthier, educational posts focusing on the origin of their coffee, their roasters and other promotions. Each social media platform will have its own simple yet eye-catching copy. As for hashtags on both platforms, you will be able to find the most used, trending hashtags from your desired category by using the app: Focalmark and the website: Hashtagify.com. Our first objective is to attract more customers with our new brand personality. Our second objective is to educate followers with content on Pasiรณn's varieties of coffee and the people who make them. Both will work to engage old and new customers while humanizing Pasiรณn del Cielo.
We have created a separate Social Media Brand Guide for you, which goes more in depth into the Social Media usage and management, along with sample posts and images for a whole month's worth of content in both Instagram and Facebook.
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COFFEE MUG POP-UP INSTALLATION
As a first push for Pasión's new brand persona, we suggest an ambient promotion: a traveling coffee mug pop-up. The cup will first be placed in the new Brickell City Centre in Miami. The ideal time to execute the installation will be on the first Saturday of January. This installation can be later placed on other venues around Miami. On the mug, there will be a simple question: “Have you traveled lately?", followed by the hashtag #Discoverculture, with Pasión resulting as the solution. Next to the copy, redesigned brochures will be available for curious viewers to check out the menu. The mug will display latte art supporting the big idea with a map directing people to Pasión's Brickell location. People can post and take photos with the cup resulting in a great way to get noticed and shared on social media.
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LATTE ART WORKSHOPS Latte art has become incredibly trendy and popular in the last few years. Many millennials enjoy watching these videos, and like to learn new skills. Therefore, we suggest you hold latte art workshops monthly. These workshops will be held in Pasiรณn's largest locations, Midtown and Downtown Dadeland, and will cycle throughout each month. Here, customers will have an instructor to walk them through preparations and execution of various latte art designs. At the end of the workshop, a contest will be held. Participants will be challenged to create an original design. The winner will receive a coupon for one free cup of the coffee of the month. The workshops will be held on Saturday afternoons, once a month, with a minimum of 5 and maximum of 10 participants. Participants will be able to sign up for this and other Pasiรณn events on evenbrite.com, which will be advertised in Facebook event posts.
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CUPPINGS In order to give consumers the chance to truly expand their cultural palate, we suggest holding weekly cuppings in Pasiรณn's stores. This event is not only popular in this category, but will also be a good way for new and current customers to try beans they have not before. These events will teach customers about each bean, giving them new knowledge of the coffee and comfort when making future purchases. With this being a small in-store event, there are no perceived costs.
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COFFEE BEAN COASTERS Each coaster will feature a different fact, which could be related to the blend itself, how it was grown or harvested, how long it takes to roast, and other educational statements to further show customers how meticulous the process of selecting beans can be.
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COFFEE OF THE MONTH Because of the large variety customers have to choose from, it would be wise to give each blend the spotlight for a month. This year-long promotion is a good way to promote certain coffees most people may not go for, giving them incentive to try something new. Each month the coffee will be promoted and given a 5% discount for the drinks made with it.
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PROMOTIONAL VIDEOS We've create a variety of videos specifically meant for social media. These videos serve different purposes: 1. Introduce the campaign to customers 2. Tease costumers about latte art workshops and cuppings 3. Introduce each coffee of the month All of them are short, and are formatted for the specific platform they are meant to be viewed on.
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QUOTE MURAL To give customers a better sense of Pasi贸n's unique identity, and add flair to some of the locations, we will hire a local artist to paint an adventurous quote, accompanied with a map of the world pointing out the countries of their single origins. This will be painted in 4 out of their 6 coffee shops. The two remaining locations, Sunset and Brickell, were not chosen due to lack of wall space. This experiential event will run at Pasi贸n's Dadeland, the Falls, Midtown and Coral Gables locations. During the process, Pasi贸n will film the artist and can create a montage video for social media. Once finished, both Pasi贸n and the artist can share the finished product, benefiting the artist and the shop.
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PASIร N FOR THE ARTS BLOCK PARTY The block party will be held at Galleria 220 in Wynwood and will be held on the first Sunday of June. An entrance fee of $5 will be charged, with all the proceeds going to a partnered non-profit, such as Big Brothers, Big Sisters. Tickets for the block party event will also be available to purchase on Eventbrite.
Pasiรณn Del Cielo Presents:
First Sunday of June
GALLERIA 220 in Wynwood $5 entrance fee
FOUND GLOBAL,
ROASTED LOCAL
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Wynwood is right in the heart of where the primary target market seems to spend most of their time. Because the chosen location is not near a Pasiรณn store, or even within a few blocks radius, portable coffee boxes will be provided for the event, allowing the attendees to try all 11 blends without having to go to the store. The boxes will be accessible at a coffee cart with a rustic, homey design that would be consistent with that of their stores. Employees will be on duty to make sure the cart and portable coffee cases are stocked at all times. Galleria 220 is set in a courtyard, with food trucks and bars surrounding it. The gallery itself holds 500 people while standing, and is 5000 square feet, offering plenty of space for the event inside, but also has an open outdoor space to promote other components. It has wifi, valet and street parking, and A/V equipment, and it is handicap-accessible. Having the event be mostly outside was important as well, to take advantage of the Miami weather, utilize the space, and allow people to feel like there is a lot of open space.
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SNAPCHAT FILTERS This promotion will only be used during the Pasiรณn for the Arts Block Party, and if successful, that filter can be saved and used again in the future. The filter will be a Geotag Community Pasiรณn del Cielo filter, allowing customers to share the event in style, all while promoting the coffee shop to their friends and family. You can set a wide range for the filter, the minimum distance being 20,000 square feet. As long as you don't include your logo, Geofilters are very affordable. The event filter will go live on the day of the event from 6AM12AM.
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SPONSORED POSTS Sponsored posts will interact with the targets directly because they will only see it if the post is related to things they have liked of viewed in the past. Pasiรณn will also be allowed to choose any previous or new posts they have created and make them into a sponsored post. It is also simple to set up the distance, targets and call to action before launching.
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FACEBOOK POSTS
More posts included in Social Media Guide.
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INSTAGRAM POSTS
More posts included in Social Media Guide.
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M E D I A
The following media mix was carefully chosen to reach both primary and secondary target markets. Advertising in print, digital, and out-of-home around Miami covers all six locations effectively. The annual total cost of this media plan is approximately $44K (excluding social media and promotions). The target audience includes 1.3 million people between 18 and 34 years old.
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Digital Media.
Print Media.
Static banner advertisements will be displayed above the fold in the Food & Drink section on the Miami New Times website. These banner advertisements will run all year long, with an estimated 1,300,000 impressions per year. In addition to the banners, Pasión del Cielo will be featured on two of the Miami New Times promotional email lists every other week. These two emails, the Promotional Newsletter and Dining Newsletter, will be blasted to subscribers’ email accounts and will increase Pasión's visibility within the target market.
For print media, a full-page advertisement will be placed in the “Best of Miami” issue of the Miami New Times. This special issue, which comes out once a year in June, awards over 300 of Miami and Broward’s restaurants, shops, clubs, and businesses the title of being the best in the area. The issue also features a reader’s pick section as well. The “Best of Miami”issue is used by millions of readers as a guide to the area throughout the entire year.
Out-Of-Home Advertising. Search Engine Optimization. Search engine optimization will be done for two of the Pasión del Cielo’s locations: Dadeland and Brickell. Local SEO guarantees that Pasión del Cielo stores will be found in local online searches and will enhance the ranking of these locations on online maps. Customers who search keywords such as coffee, coffee shops, or anything similar will automatically have Pasión del Cielo pop up as one of the first options in the location section of a search engine. This will greatly increase general public awareness to those that are looking for coffee and have never heard of Pasión.
A full advertisement will be placed in a bus shelter near the Metro Mover in Brickell on SW 1st Avenue and 11th St. facing south. The location of the bus shelter is in close proximity to the Pasión del Cielo Brickell location and the Brickell City Centre, which has heavy vehicular and pedestrian traffic flow throughout the day. Five different ads will be displayed in this bus shelter during the 12-month period, but will only run for 7 months out of the year. They will begin in January and February to coincide with the Pasión for the Arts event, then continue in June and July when the Best of Issue is released. Finally, the advertisement will run from October through December to create buzz during the last quarter of the year.
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Media Vehicle List
Reach & Frequency
Miami New Times (Print)
Schedule
Message
a. Primary Target: 26-34 b. Rating: 5.3
Reach 1+:
5.3% (69,700)
2.5% (32,400)
GRP:
5.3
2.5
Frequency:
1.0
1.0
Digital
Schedule
Message
Reach 1+:
19.7% (258,800)
0.5% (7,000)
GRP:
327
1.8
Frequency:
16.6
15.4
Outdoor
Schedule
Message
Reach 1+:
12.2% (160,800)
2.1% (27,100)
GRP:
13
2.1
Frequency:
1.1
1.0
Miami New Times (Digital) a. Primary Target: 18-25 b. Rating: 10.9 Local Search Optimization Two locations: Dadeland & Brickell Bus Shelter S0007750 Brickell Mover & SW 1St Ave/11th St, facing south side
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According to our various media plans and reports, 5.3% of our target (or 69,700 individuals) will be exposed to the newspaper ad in our media mix. Of those, 69,700 individuals, approximately 1.8% of our target (23,600 individuals) will be exposed to the full-page, color advertisement in the newspaper. The Miami New Times will deliver 5.3 total gross rating points* against our target audience. The lone ad itself is estimated to deliver 1.8 gross messagerating points against our target audience. For the bus shelter, 12.2% (or 160,800 individuals in our target market) are exposed to this media vehicle each month. Of those people, about 27,100 will be exposed to our advertisement each month. The bus shelter will deliver 13 gross rating points, while our ad is estimated to deliver 2.1 gross rating points.
For the digital component of our media mix, it is estimated that 19.7% of our target (or 258,800 individuals) will be exposed to 1 or more of the 4 banner ads on Miami New Times website per month. Of those 258,000, approximately 0.5% of our target (or 7,000 individuals) will be exposed to 1 or more of our 4 static banner ads per month. The online publication will deliver 327 total issue-rating points against our target audience. The four static banner ads per month are estimated to deliver 1.8 gross message-rating points against our target audience. The 258,000 members of our target audience are exposed to the website an average of 16.6 per month. Of those, the 7,000 members of our target that are reached by the 4 static banner ads are exposed to an average of 15.4 ads throughout the month. *Gross rating points are an advertising metric that measures how many people in specific/target audience have seen an advertisement or campaign. It is calculated by multiplying the percentage of the audience reached by the average frequency of an advertisement.
MEDIA BUDGET BUDGET: $60,000 PRINT BEST OF ISSUE (FULL PAGE) DIGITAL BANNER ADS (ATF) DINING LISTS PROMO LISTS LOCAL SEO’S OUT-OF-HOME BRICKELL BUS SHELTER CHANGE OF ADVERTISEMENT FEE NEW TIMES DISCOUNTED RATE MONTHLY RATE (PRINT/DIGITAL) SOCIAL MEDIA FACEBOOK INSTAGRAM SNAPCHAT PROMOTIONS LATTE ART WORKSHOP PASIÓN FOR THE ARTS PASIÓN QUOTE MURAL COFFEE BEAN COASTERS COFFEE CUP POP-UP SOCIAL EXPENSE BREAKDOWN FACEBOOK PASIÓN FOR THE ARTS PASIÓN QUOTE MURAL COFFEE CUP POP-UP LATTE ART WORKSHOP COFFEE BEAN COASTERS TOTAL PRINT MEDIA DIGITAL MEDIA OOH TRANSIT SOCIAL MEDIA PROMOTIONS ESTIMATED TOTAL MIAMI NEW TIMES DISCOUNT TOTAL MONTHLY COST TOTAL YEARLY COST
JANUARY
FEBRUARY
MARCH
APRIL
MAY
$0
$0
$0
$0
$0
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,585 1st Free
$1,585 $0
$0 $0
$0 $0
$0 $0
$1,797
$1,797
$1,797
$1,797
$1,797
$333 $280 $0
$333 $280 $0
$333 $280 $0
$333 $280 $0
$333 $280 $0
$66.70 $0 $0 $300 $6,340
$66.70 $0 $0 $300 $0
$66.70 $0 $0 $300 $0
$66.70 $0 $0 $300 $0
$66.70 $0 $0 $300 $0
Will be an auctioning process Location expenses: $3,000 // Materials: $3,500 plus $50 Snapchat $500 per location (Coral Gables, Midtown, The Falls, Dadeland) Materials: $3,340 // Location expenses: $3,000 $400 per location // $66.70 per workshop // 6 workshops per location (Dadeland & Midtown) $600 per store // All 6 locations JANUARY FEBRUARY MARCH APRIL MAY $0 $0 $0 $0 $0 $2,407 $2,407 $2,407 $2,407 $2,407 $1,585 $1,585 $0 $0 $0 $613 $613 $613 $613 $613 $6,707 $367 $367 $367 $367 $11,312 $4,972 $3,387 $3,387 $3,387 $961 $961 $961 $961 $961 $10,351 $4,011 $2,426 $2,426 $2,426
81 JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
$4,210
$0
$0
$0
$0
$0
$0
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,083 $275 $275 $774
$1,585 $50
$1,585 $0
$0 $0
$0 $0
$1,585 $50
$1,585 $0
$1,585 $0
$1,797
$1,797
$1,797
$1,797
$1,797
$1,797
$1,797
$333 $280 $50
$333 $280 $0
$333 $280 $0
$333 $280 $0
$333 $280 $0
$333 $280 $0
$333 $280 $0
$66.70 $6,500 $500 $300 $0
$66.70 $0 $500 $300 $0
$66.70 $0 $500 $300 $0
$66.70 $0 $500 $300 $0
$66.70 $0 $0 $300 $0
$66.70 $0 $0 $300 $0
$66.70 $0 $0 $300 $0
JUNE $4,210 $2,407 $1,635 $613 $7,367 $16,232 $961 $15,271
JULY $0 $2,407 $1,585 $613 $867 $5,472 $961 $4,511
AUGUST $0 $2,407 $0 $613 $867 $3,887 $961 $2,926
SEPTEMBER $0 $2,407 $0 $613 $867 $3,887 $961 $2,926
OCTOBER $0 $2,407 $1,635 $613 $367 $5,022 $961 $4,061
NOVEMBER $0 $2,407 $1,585 $613 $367 $4,972 $961 $4,011
DECEMBER $0 $2,407 $1,585 $613 $367 $4,972 $961 $4,011
TOTAL $4,210 $4,210 $28,884 $12,996 $3,300 $3,300 $9,288 $11,195 $11,095 $100 $21,564 $21,564 $7,356 $3,996 $3,360 $50 $19,240 $800 $6,500 $2,000 $3,600 $6,340
$4,210 $28,884 $11,195 $7,356 $19,240 $70,885 $11,532 $59,353
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MEDIA CALENDAR
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CONCEPT & COPY TESTING
The Findings.
Culture Is Around The Corner With a palette as strong as the colors of island life, our Hawaii bean transports you to the hidden rainforests. The body and aroma mimic the flow of the trees from the island breeze, and open your eyes to the colors of the world. Take a sip, and start your own exotic adventure. Explore us
Found Global, Roasted Local. /PasiondelCielo-
@PasiondelCieloCoffee
Similar but different is the perfect balance.
The tagline illustrates the central concept.
Participants favored advertisements where coffee was the focal point, but also had other elements like flowers or fruit. Advertisements that lacked coffee imagery and were seen as different from coffee advertisements were the least favored. A key takeaway from this insight is that artwork for advertisements must be unique enough to differentiate the company from the competition, but still be recognizable as being in the coffee product category at first glance.
The new tagline, “Found Global, Roasted Local," perfectly portrays what Pasión del Cielo is all about. Participants from both focus groups all unanimously agreed that the tagline made sense to them. In only four simple words, this new tagline captures the unique aspect of coffee from 11 different countries that are all brewed fresh and made to order.
Culture is around the corner With a palette as strong as the colors of island life, our Hawaii bean transports you to the hidden rainforests. The body and aroma mimic the flow of trees from the island breeze, and open your eyes to the colors of the world. Take a sip and start your own exotic adventure. Try A Taste: @pasiondelcielocoffee /pasiondelcielocoffee
Found Global, Roasted Local
This one seems more mainstream like more in-line with other coffee advertisements I’ve seen.
Basically, they get it from anywhere around the world to roast it locally, and cater to you.
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FOUND GLOBAL, ROASTED LOCAL
A TASTE OF PARADISE
Find your daily flow by straying from what’s known. Escape your ordinary morning with a bold, bright Hawaiian roast. Or, try one of our other eleven single-origin, pure blends to get a more worldly taste.
DISCOVER MORE ON @pasiondelcielocoffee /pasiondelcielocoffee
The More Color, The Better
Over-Arching Theme: Exotic and Natural
The presence of color creates vibrancy and adds another layer of depth in advertisements. Colorful advertisements were viewed as more eye-catching compared to the traditional coffee advertisement. Consistently, participants said that having multiple colors were what they thought worked about a specific advertisement. Since coffee advertisements are often portrayed in earthy tones, a colorful coffee advertisement is a new, refreshing, and energetic approach.
Exotic and natural were two of the most popular adjectives for describing all of the components. Tagline, “Found Global, Roasted Local” was thought to be one of the elements that emphasized exotic the most. The term "exotic" was also used to describe different versions of artwork in the four print ads. Natural was another common adjective used in the descriptions of components. The different elements from nature in the artwork and the language of the copy gave the advertisements an earthy, natural tone.
The fact that it is so colorful makes it feel more worldly.
Too Much Copy is Overwhelming Large amounts of copy can be daunting to the average consumer, who is likely to glance at the advertisement for only a few seconds. Participants wanted their messages to be clear, concise, and to the point. It is also important that the copy and the artwork balance each other out. The copy should not serve to explain the artwork or concept, but rather highlight key information.
It’s natural, but also prepared, so they prepared something natural for you.
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C A M P A I G N
PrintCoffee Media
Digital Media Coffee
Miami New Times Print
Miami New Times Static Banner
Effectiveness will be measured by overall circulation and readership of “The Best Issue.” We will place a single print ad within the issue, which comes out in June. This issue has the same circulation as a regular issue of The Miami New Times, which has a print circulation of over 50,000 copies with 541,985 monthly readers.
The Miami New Times website attracts 2.2 million monthly users. Banner effectiveness will be measured through impressions, click rates, and click-through rates. Impressions count each time the banner ad loads on the page, while clicks count each time a user clicks the ad and is directed to the Pasión website. Clickthrough rates track new traffic to the site. Search Engine Optimization SEO success with Google+Local will be measured through visibility (ranking), UTM parameters linked in press mentions, call tracking, URL clicks, directions in Google Maps, and metrics provided by Google My Business.
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The campaign main objectives for Pasión del Cielo are to increase brand awareness, recognition and ultimately sales.
Social Media Coffee Success for all social media channels will be measured through HootSuite with weekly Social Analytics reports. When building the report for each separate social media channel, “Overview” will provide insights into the correlation between weekly marketing efforts with post engagement, as well as provide you with the total number of new visitors and their demographics.
Out-Of Home Ads Coffee Bus Shelter There will be one bus shelter in Brickell at Brickell Mover (SW 1 Ave. & 11 St., facing south). As with any out-of-home vehicle, it will be more challenging to measure exact effectiveness because it relies on pedestrian traffic, and the number of people that take the bus and metro daily. However, it is estimated that weekly impressions per bus shelter are 42,018. This means that approximately 40,000 pairs of eyes will view Pasión advertisements on bus shelters placed around that location.
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CREDITS Advisors.
Creative.
Juliana Fernandes
Keira Vollandt
Sarai NuĂąez
Susannah Knox
Assistant Professor
Advertising Lecturer, Creative Track
Creative Director, Copywriter, Presenter Associate Creative Director, Art Director
Callie DePhillips
Social Media & Promotion. Cody Ratcliff
Social Media & Promotions Director
Katherine Wettermann
Graphic Designer, Book Co-Director
Associate Social Media & Promotions Director, Presenter
Account Planning & Research.
Allie Pakrosnis
Darby Powell
Alexandra Padula
Laura Camacho
Art Director, Presenter
Holly Ge
Kelsey Vonk
Savanah Debrosse
Carolina Xavier
Leeor Zahavi
Megan Stephens
Molly Greenberg
Jacey Rusch
Joshua Goroff
Account Planning & Media Director
Riana Borelli
Associate Account Planning & Media Director
Richard McCants
Research Analyst, Presenter
Shannon Smith
Research Analyst, Account Coordinator
Maxine Kupelian
Research Analyst, Presenter
Alexander Valdes
Research Analyst, Account Coordinator
Katie McSweeney
Research Analyst, Account Coordinator
Parker Yates
Research Analyst, Account Coordinator
Graphic Designer, Book Co-Director
Art Director, Videographer Photographer, Graphic Designer Copywriter Copywriter
Graphic Designer, Presenter Graphic Designer Graphic Designer
Social Media Planner Social Media Planner Social Media Planner
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