PROBLEM AND OPPORTUNITY

�  Problem: DeBeen Espresso was one of the very first true coffee houses in the city of High Point.

It is a very well-known spot for locals, however, not as well-known for High Point

University students and faculty. Being only 5 minutes from campus, that is a problem

that needs to be solved.

�  Opportinity: High Point University Passport partners are highly advertised companies that openly

work with the students and faculty. Both the High Point University community and the

Businesses are able to benefit from it.

PUBLIC RELATIONS OBJECTIVES

�  Debeen needs to: �  Better appeal to the High Point University community.

�  Target students and faculty both through social media advertising, and involvement.

�  Target incoming freshmen through special deals as a “Welcome to High Point” gesture.

�  Foster better customer relationships through social media.

�  Get involved through opportunities on the High Point University campus.

TARGET AUDIENCE

�  Current HPU students: �  Passports are like credit cards and, with business partnerships with them, students would

be much more comfortable going and swiping their passport if they knew that they could use that instead of their own money.

�  Faculty and Staff of HPU: �  They have passports as well! Faculty and Staff also would live more locally and, therefore,

could visit DeBeen year round as opposed to only during the school year.

�  Incoming students: �  Incoming students want to know the area and the hot-spots. By targeting them and getting

their attention before they even arrive, DeBeen is much more likely to be successful in continued business with them.

KEY MESSAGES FOR TARGET AUDIENCE

�  DeBeen Espresso coffee is proud to let you know that we are now a passport partner of High Point University! We look forward to catering to all of your coffee needs!

�  Ever since we opened up in 1997 our message has remained the same. We strive to create an environment with the uplifting aroma of fresh coffee, fresh baked goodies, and comfortable surroundings that bring the community together in a charming manner.

TACTICS

�  New, University targeted business cards to distribute at the school.

�  An official “DeBeen Day!” on campus where DeBeen coffee is served from the ice cream trucks and in the kiosks in the morning.

�  Partner with the on-campus bookstore and get DeBeen Espresso coffee grounds sold in the bookstore, pushing the “Buy Local” idea.

�  Be more active and involved on current social media platforms.

�  Create an Instagram in order to be involved and foster customer relationships.

FACT SHEET

�  Opened in 1997 by Debbie Workman

�  One of High Point’s first true coffee houses

�  They are a café and bakery combined

�  Baked goods are all fresh and made daily. They include muffins, cookies, brownies, gluten-free bars, granola bars, and cakes.

�  DeBeen sells drip coffee and specialty drinks. They all have their own names and are unique to DeBeen Espresso.

�  The types of coffee and baked goods change daily, making it different every day and allowing customers to never get bored.

NEWS RELEASE �   

�  DeBeen Espresso

�  709 West Lexington Avenue

�  High Point, NC 27262

�  Contact: Josh Walston

�  Public Relations Coordinator

�  (980) 241-3095

�   

�  COFFEE AND COLLEGE STUDENTS: A NEW PARTNERSHIP

�   

�  HIGH POINT, N.C Dec. 13, 2014- DeBeen Coffee and Espresso, a local High Point favorite, will become the newest member of the HPU passport partner list. Effective January 1, 2015, High Point University students will be able to use their passport like a debit card at the iconic coffee shop.

�   

�  “We are so excited to become a partner with High Point University. Their students benefit us in immeasurable ways, we can’t wait to see what this partnership will do for both parties,” says Debbie Workman, owner and founder of DeBeen. In 1997 after accepting a challenge from her father and uncle, she opened the small corner coffee shop. Since it’s opening, thousands of artists have performed, and many thousands more HPU students have given it the distinction of one of the best coffee houses in town.

�   

�  “I’ve lived in High Point for going on 20 years now, and DeBeen has been here nearly as long as I have. They are the heart of High Point, and we are excited to partner with them,” says Chris Dudley, HPU Vice President and Chief of Staff. DeBeen will be the newest addition to the already extensive list of 89 passport partners in the Triad.

�   

�  Since 1997, DeBeen Espresso has been serving the citizens of High Point with fresh coffee, excellent baked goods, and a great atmosphere. Our goal is to make our customers feel like they are not just in a corner coffee shop, but in their home. We are proud to serve High Point, and continue the revitalization of Emerywood.

�   

�  ###

MEDIA LIST TV Fox 8 Due to a job opening in their job area for a news director as well as an executive producer, there is currently no contact person at FOX 8 WFMY News 2 The contact person for WFMY is not listed, however they do have an e-mail that goes directly to their news assignment desk which is news@wfmy.com Radio 99.5 WMAG Dennis Elliot, Digital Content Director, denniselliot@iheartmedia.com 98.7 SIMON Sean Sellers, Program Director, office number is 336-605-5200 102.1 WJMH “102 Jamz" Brian Douglas, Program Director, office number is 336-605-5200

MEDIA LIST CONTINUED

Internet HPU Radio Ryan Long, Program Director, longr13@highpoint.edu hpe.com (official website of the High Point Enterprise) Pat Kimbrough, Reporter for Business in the City of High Point and Randolph County, pkimbrough@hpe.com Newspapers High Point Enterprise Pat Kimbrough, Reporter for Business in the City of High Point and Randolph County, pkimbrough@hpe.com

Josh Walston,

Tyler Krypell,

And Sarah Sermonet

HISTORY OF DEBEEN ESPRESSO

�  Opened in 1997 by a young woman named Deb �  DeBeen became one of High Point’s first true coffee houses �  Sell a variety of coffee blends such as

�  House blend

�  Southern Pecan �  All Around The World

�  Best known for their homemade baked goods including: �  Muffins �  GF bars �  Granola bars

�  Cookies

OUR PROBLEM/OPPORTUNITY

DeBeen is a café that is only 5 minutes off of campus. They offer deals for High Point students and give an excellent environment for studying or getting away.

Problem: it is not a very well-known

café with HPU affiliates

Opportunity: Become a Passport Partner and

get more involved with the campus

GUESS WHO JUST BECAME A PASSPORT PARTNER?!

That’s right! Your favorite local coffee shop! Never been? Come and see us, we’re easy

to get to and only 5 minutes away! DeBeen Espresso-709 W Lexington Ave-336-889-2107

Facebook.com/DeBeenEspresso On Instagram and Twitter @DeBeenEspresso

Tactic 1: business cards to sit at the Campus Concierge desk.

Tactic II: Campus involvement and exposure. “DeBeen Day!”

Images from High Point Enterprise.

Tactic III: Partnership with the on campus bookstore.

DeBeen sells their locally made coffee beans, ground and whole, and the

bookstore on campus is an excellent spot to appeal to target markets.

Image from DeBeen Facebook page.

Tactic IV: Beef up current Social Media Platforms!

Tactic V: Create an Instagram account!

They draw a decent amount of attention on Instagram through hashtags and

location tags, we want them to create more word-of-mouth advertising and

customer involvement and foster relationships with the customers by reposting

what they post. . #debeenphotooftheday

MEASUREMENT OF SUCCESS

�  How many passports have been swiped and used post partnership compared to beforehand.

�  Get 1,000 more followers on Facebook by the end of the school year.

�  Get 500 more Twitter followers by the end of the school year.

�  Create an Instagram and get 300 followers by the end of the school year.

SOURCES

�  All photos taken by Sarah Sermonet unless otherwise noted.

�  DeBeen Facebook page

�  DeBeen Twitter page

�  High Point Enterprise