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Welcome
to
Pickwick Coffee Roasters
PRAD 352
Digital Ad Campaign
Esmeralda Silva
Jonathon Rice
Dan Hack
Executive Summary
• Target 20-45 year olds
• Increase traffic by 15%
• Gen X & Gen Y
• Increase social media
presence
Executive Summary
Brand Analysis
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
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
Target Market Profiles
• 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
Competitive Analysis
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
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
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
Primary Research
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
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
Pickwick’s Digital Ad
Campaign
Increasing our share in the coffee shop market by
positioning Pickwick as the Chicago community
coffee shop.
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
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
Search Advertising
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
Search: Jackson
• Jackson
• Highlighting Pickwick’s
position as the community
coffee shop
• Readily available services
Search: Chicago
• Chicago
• Valuable in-house
resources
• West Town’s community
feel
Direct Email Marketing
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)
Email
Pickwick’s Video Series
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
• 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
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
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
Social Media
• 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
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
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
Influencers
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
Website Redesign
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
Key Performance Indicators
Google Ad Words
• Impressions
• Click Through Rate
• Quality Score / Ad Rank
• Search Terms Report
• Conversion Rate
Facebook KPIs
• Engagement
• Likes
• Followers
• Comments
• “Talking About” Metric
• Reach
• Shares
Instagram KPIs
• Engagement
• Likes
• Followers
• Comments
• Conversion Rate
Pickwick KPIs
• Sales at Pickwick locations
• In-store traffic
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

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Pickwick slideshow

  • 1. Welcome to Pickwick Coffee Roasters PRAD 352 Digital Ad Campaign Esmeralda Silva Jonathon Rice Dan Hack
  • 3. • Target 20-45 year olds • Increase traffic by 15% • Gen X & Gen Y • Increase social media presence Executive Summary
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 30. 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
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  • 34. 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
  • 35.
  • 37. • 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
  • 38.
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  • 40. 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
  • 41.
  • 42. 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
  • 44. 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
  • 46. 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
  • 48. Google Ad Words • Impressions • Click Through Rate • Quality Score / Ad Rank • Search Terms Report • Conversion Rate
  • 49. Facebook KPIs • Engagement • Likes • Followers • Comments • “Talking About” Metric • Reach • Shares
  • 50. Instagram KPIs • Engagement • Likes • Followers • Comments • Conversion Rate
  • 51. Pickwick KPIs • Sales at Pickwick locations • In-store traffic
  • 52. 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