1.
Welcome
to
Pickwick Coffee Roasters
PRAD 352
Digital Ad Campaign
Esmeralda Silva
Jonathon Rice
Dan Hack

2.
Executive Summary

3.
• Target 20-45 year olds
• Increase traffic by 15%
• Gen X & Gen Y
• Increase social media
presence
Executive Summary

4.
Brand Analysis

5.
Analysis of Current
Digital Ad Efforts
• Limited to social media  Primarily
Facebook & Instagram
• Content has improved within the last month
• Facebook
• Events – 2/19 Coffee Tasting
• Instagram
• Consistent – Posts 2-3x per week
• Search
• Does not pop up in search or display
• Website
• Lots of relevant content – Needs to be
organized better, lots of potential for growth

6.
Key Consumer Target
• Business people, college students, and
families in Chicago (Ages 20-45)
• A strong desire for quality coffee & an
inviting ambiance
• Generation Y & X
• Millennials belong to the “Foodie Generation”
• Chicago
• Work-from-home customer – location caters
to this segment with its open layout, high
speed internet, meeting space, printer
• Jackson
• Students & business people who are on the go
• Nearby offices & college campuses

7.
Target Market Profiles

8.
• Age: 32
• Profession: Freelance Marketing Professional -
Works from home
• Relationship status: Married to her husband of 4
years
• Personality: Outgoing, motivated, organized,
ambitious, funny
• Likes: Reading, shopping, travelling, going to new
food places around the city, her job, hanging out
with friends
• Problems: Busy life, working from her house can be
distracting, wants a steady place to escape
Chicago
• Age: 20
• Relationship status: Single
• Personality: Adventurous, funny, studious
• Likes: Trying new places around the city,
Problems: Busy, always on the go
Jackson
Rachel: Trendy &
Young Marketing
Professional
James: Graphic
Design Student at
Columbia

9.
Competitive Analysis

10.
Dunkin Donuts
• Focus on products
• All posts show variety of drinks
or donuts in to-go containers
• Highlights popular offerings
• Appeals mostly to women
• Use video to promote news
items – FB Live, emojis, etc.
• Promote new menu items
• Scratch & Save promo videos
• Branding partnerships
• Responds well to customer
feedback
• Highlight promotions & special
offers
• Loyalty Program
• Google My Business - Maps
INSTAGRAM FACEBOOK SEARCH/ LOYALTY

11.
Starbucks
• Bulk is promotional content
• Lifestyle images / food
options
• Promotions
• Strong customer feedback
• Lifestyle posts
• Featured products
• Focuses on what makes their
drinks & services unique
• Video content
• Google My Business – Maps
• Strong loyalty program
INSTAGRAM FACEBOOK SEARCH/ LOYALTY

12.
Bowtruss – Most direct ideological competitor
• Very strong platform
• Local – emphasis  Making
specialty coffee more
approachable
• Local & fresh roasting process
• Artistic product
representation / latte art
• Lifestyle shots / locations
• Relatively weak content
• Uses same content as
Instagram
• Present on Google Maps
INSTAGRAMFACEBOOK SEARCH/ LOYALTY

13.
Primary Research

14.
Personal Interviews
• Details
• 9 separate interviews conducted to
understand behavioral / dining habits of
target
• Age group: 25-45
• General Findings
• Taste, affordability, and proximity
• Most are simple with drink orders
• Use coffee to wake up / morning drinkers
• Grab & go
• Confused by language
• General opinion toward Pickwick
• Pickwick generally unknown

15.
Online Survey
Key Insights Gained
• Most drink coffee to wake up in the
morning
• Iced coffee > hot coffee
• Top 3 food pairings: Bagel, muffin,
croissant
• Starbucks is top competitor
• Will choose whatever is closest to them
• Most do not feel knowledgeable on coffee
• Atmosphere -- essential when people want
to sit in

16.
Pickwick’s Digital Ad
Campaign
Increasing our share in the coffee shop market by
positioning Pickwick as the Chicago community
coffee shop.

17.
Marketing Objectives
& Strategies: Chicago
• Objective: Increase awareness and in-
store traffic by 15% by the end of the 2017
fiscal year.
• Strategy: Position Pickwick as the
community coffee shop that offers
customers the perfect ambiance to sit in,
work, and study.
• Tactics
• Emphasize Pickwick’s useful in-house
resources
• Convince customers that Pickwick is a
better choice over competitors through
education
• Engage customers with our brand & coffee
• Entice customers to return to Pickwick by
offering them incentives

18.
Marketing Objectives
& Strategies: Jackson
• Objective: Increase the share in the coffee
shop market in chicago, as well as traffic by
15% by the end of the 2017 fiscal year
• Strategy: Position Pickwick as your
community coffee shop and convince
customers that it is the better option for coffee
on the go.
• Tactics
• Increase awareness of Pickwick’s prime location
and availability through geotargeting audience
• Convince customers that Pickwick is a better
choice over competitors through education
• Engage customers with our brand & coffee
• Entice customers to return to Pickwick by
offering them incentives

19.
Search Advertising

20.
Search Advertising
• Essential to consider the consumer decision
journey
• Customers will consult search engine to find the
closest shop - targeting customers within a two
mile radius
• 50% of TA chooses proximity as most important
factor
• Geotargeting
• 77% drink coffee in the morning
• 45% drink coffee during midday
• Will run during peak coffee-drinking hours
• Search ads will be slightly different in order to
highlight strengths of both Chicago & Jackson
location

21.
Search: Jackson
• Jackson
• Highlighting Pickwick’s
position as the community
coffee shop
• Readily available services

22.
Search: Chicago
• Chicago
• Valuable in-house
resources
• West Town’s community
feel

23.
Direct Email Marketing

24.
Email
• Reliable method to build
customer loyalty
• Offering small reward in
exchange for opting in – 10% off
next order
• Pickwick’s Weekly Email
• Pickwick’s Drink of the Week (15%
off from Mon – Friday of that week)
• Featuring newsworthy items (News
articles, video content that went
live)

25.
Email

26.
Pickwick’s Video Series

27.
Video
• Videos will bring consumers closer to brand and associate them as
the authority in the coffee industry
• Each video will be different education piece focusing on:
Brand Identity Business Practices Coffee & Tea Concepts

28.
• Consumers will get to know
the company, managers, and
baristas
• Pickwick’s Store Overview
• Introduce the restaurant,
popular menu items, store
atmosphere
• Promo plug for Pickwick’s
superior product & exceptional
community service
• In less than one minute, this
video would give viewers a
unique understanding of
Pickwick’s foundations and
role in the urban community
that is Chicago.
Brand Identity Videos: Meet Pickwick

29.
Business Practices: Meet our Partners Series
• Showing customers where
Pickwick’s beans come from
– element of transparency
• Meet out Partners:
• Each video would highlight a
different part and show how
their practices connect to
Pickwicks’s values
• Customers will be more
willing to trust Pickwick after
seeing their responsible
business practices

30.
Educational Videos: How-To
• Focus on teaching consumers
different types of coffee & how to
make it
• Based on research that 78% of
consumers do not know coffee
names & think the menu can be
intimidating
• Barista Series
• Barista gives quick explanation of
what a type of coffee is & then
proceeds to make it
• Humanizes concept and makes it
less intimidating
• Would also highlight Drink of the
Week

31.
Social Media

32.
• Visuals are processed quicker
than text – Educational
infographics
• Reinforces overall brand
• Educates public on coffee & tea
concepts
• Geographic information on bean
farms
• Events – Community Ties
• Coffee Tastings
• Meeting space for businesses
• Video content – various videos
in Pickwick’s Video Series
Facebook –
Educational Platform

33.
Instagram – Visual Content
• Primarily will be used to promote
Pickwick’s aesthetic
• High quality photography is
essential
• Latte art
• State of the art equipment
• Aesthetically pleasing locations
• Video teasers
• Promotions
• Events
• Tag @PickwickCoffee to receive 15% off
your next order

34.
Snapchat –
Promotional Tool
• Geofilter present in
surrounding locations
• Will build upon simplicity
factor to make the brand more
memorable
• Will attract people in the area

35.
Influencers

36.
Influencers
• Best to leverage local
resources that are
readily available to
them
• Large portion of target
audience are college
students
• Leverage student leaders
on campus
• Granting one-time
coupons in exchange for
a social media post or
sign up for their loyalty
program
• Creates call to action
• Will increase traffic

37.
Website Redesign

38.
Web
• Lots of content already, but a
redesign is necessary to make it
more user friendly – mobile
accessibility is critical.
• New content pieces will be
added
• Educational pieces, photos,
menu, etc.
• Will increase Pickwick’s
authority on coffee
• Website must mirror Pickwick’s
strength of having an appealing
culture and aesthetic
• https://silvaesmeralda08.wix
site.com/pickwickcoffee

39.
Key Performance Indicators

40.
Google Ad Words
• Impressions
• Click Through Rate
• Quality Score / Ad Rank
• Search Terms Report
• Conversion Rate

41.
Facebook KPIs
• Engagement
• Likes
• Followers
• Comments
• “Talking About” Metric
• Reach
• Shares

42.
Instagram KPIs
• Engagement
• Likes
• Followers
• Comments
• Conversion Rate

43.
Pickwick KPIs
• Sales at Pickwick locations
• In-store traffic

44.
When people come to Pickwick, it becomes….
A study room for students
A conference room for business people
A one-stop shop for coffee for people on the go