Hannah, Austin, Maddie, Gabi, Erin, & Mark

About Us - TC Connects● Advertising firm based out of the

Twin Cities ● Over 20 years of experience ● Mission: Guide our clients to better

advertising campaign results

About Our Client● Founded by an expert team of former

baristas

● 4 Twin Cities Locations

● Strong and long-lasting relationships with

high-end coffee bean farmers

● Top of the line roasting equipment

Mission Statement:

“Dogwood Coffee Company exists to support and spread the

enjoyment of delicious coffee. Our participation is rooted in

relationship, cultivated by discipline and grown through

original expression.”

● Main focus - promoting quality and fair trade coffee

Strategic Communications Effort Audit● Main focus is promoting quality and fair trade coffee● Utilizes Instagram and Twitter

○ Posts about two times a week

● Food trucks at music festivals and other events● Online store with brewing equipment and coffee

subscriptions● Partner with restaurants in Minneapolis

○ Black Coffee & Waffle Bar○ Able Seedhouse + Brewery

SWOT Analysis

● High quality, fair trade coffee beans● Positive, healthy relationships with

high-end bean farmers● Products not just available in their

stores (Food trucks, Black Coffee & Waffle Bar, Rustica Bakery)

● Higher price than other more mainstream stores

● Brand awareness limited to Minnesota and Winnipeg

● Relatively small seating capacity

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

● Growing demand for trendy, upscale coffee options

● Mainstream coffee places have had recent controversies

● Fair trade and responsibly sourced coffee is becoming a priority for coffee drinkers

● Chain loyalty is high, difficult to convert people

● Mainstream chains (Starbucks, Tim Hortons) can produce coffee quicker and cheaper

● Caribou already has a niche as a Minnesotan coffee brand

Target Audience ● Professionals working in Downtown

Minneapolis or St. Paul

● Aged 22 - 28

● Looking to increase the quality of

their coffee and drinking experience

For young, up-and-coming professionals in the Twin Cities aged 22 to 28, Dogwood Coffee Company can provide the highest quality coffee drinking experience due to our strong relationships with high-end coffee bean farmers and expert coffee roasting methods.

Positioning Statement

Objective #1

● Strategy 1: Show young professionals that Dogwood coffee fits their professional lifestyle and that other young professionals drink it.○ Tactic 1: Create a commercial with many young professionals happy inside Dogwood drinking

coffee. Some are privately doing work, others are in meetings.○ Tactic 2: Create flyers to pass around to Minneapolis businesses with testimonials from young

professionals who go to Dogwood and what their experience is like. ● Strategy 2: Partner with local influencers aged 22-28 in the Minneapolis area that professionals look

up to.○ Tactic 1: Have influencers post on their social media accounts advertising Dogwood.○ Tactic 2: Have influencers take over the Dogwood instagram page and answer questions while

they drink coffee at Dogwood to promote the professional atmosphere.

Have an effect on behavior of young professionals, specifically on influencing an increase on the number of young professionals that choose to make Dogwood Coffee Co. their “go-to” coffee shop.

Objective #2

● Strategy 1: Build and increase loyalty among the young professional audience by creating

programs to entice them.

○ Tactic 1: Advertise free wifi on social media and on storefront.

○ Tactic 2: Create a rewards program to encourage customers to return and advertise it on

social media.

● Strategy 2: Create events for young professionals to encourage them to come in.

○ Tactic 1: Have networking events every month targeted for young professionals to come in.

Advertise this on social media.

○ Tactic 2: Create flyers to hand out to businesses to encourage them to hold business

meetings at Dogwood.

Increase awareness of Dogwood coffee for young professionals age 22-28 by positioning Dogwood as a professional coffee option.

Creative Brief Why are we advertising? To increase brand awareness among young professionals and persuade them to make Dogwood their go-to coffee choice

Who are we talking to? Young professionals in the Minneapolis area aged 22-28 who do not have a solidified coffee brand loyalty

What do they currently think? Cheaper big chains like Starbucks or Caribou are their only options

What would we like them to think? That fair trade and quality coffee is worth the price/ Dogwood provides better quality coffee in a more professional environment

What is the single most persuasive idea that we can convey? Dogwood

coffee has the best quality coffee beans when compared to other coffee

shops in the Twin Cities area

Why believe it? Our relationship with high quality coffee bean farmers gives us high-end coffee beans no one else in the Twin Cities area has access to

Key Messages

“Quality coffee for the quality

professional.”

“The grind that gets you through

your grind.”

Campaign Evaluation● Measuring change in online presence and

impressions and total product sales ● A coupon with an offer for a discounted

drink could be attached to receipts; customers respond to a survey about their Dogwood experience and their feelings about the brand

● The change in total product sales could also be used to measure the effectiveness of the campaign

Thank you for your time!