Digital campaign: Coffee Shops Promotion

DIGITAL CAMPAIGN: COFFEE SHOPS

BY QING XU

Time flies on every sip of coffee

Targeted Audience

The population of all people in the United States that uses any form of public transportation is accounted in this targeted audience. Examples of public transportations include bus, subways, trains, airlines, etc.

Key Performance IndicatorsConnecting coffee shops to public transportation stations really leads to a smooth result. Stations are considered as a resting or waiting point for us, coffee shops are considered relaxing products that perfectly suit these types of situations.

Key Performance Indicators

Visiting coffee shops during breaks or at a period of waiting time is already a habit for a mass number of the our population and now advertising for these shops at public transportation stations will maximize the chance that it is made known to the public of nearby available products.

Big IdeaAs a digital campaign, we are going to rely on technology and our social networks to get the word out to the public. Our options can include search engine marketing, social medias, mobile marketing, and blogs. We are trying to promote the idea that coffee shops are a type of relaxation and relief to the stress being developed during the time of waiting. Many people take buses or subways to and back from work. In the morning, before getting ready for business and after a long day of work, it is just a perfect opportunity to visit a coffee shop.

Tools & Tactics

Starting with search engine marketing such as Google and Bing, we let coffee shop ads be displayed whenever one searches for websites of certain major transportation stations. This could be accomplished when an individual wants to know more information about the place such as routes, schedules, and location. In addition with search engines, Google Adwords let us maximize our popularity by displaying coffee shop ads within the search engine if any of the search keywords are considered similar or related in any content.

Tools & Tactics Social medias include Facebook,

Twitter, LinkedIn, etc. Making tweets or Facebook groups promoting the products/services of coffee shops while relating it to systems of public transportation is a mass connection to the public. The internet network is the top way of letting any type of news out these days to either your friends, family, and to the whole world.

Tools & Tactics With the knowledge that the majority of

the populations own a cellphone, mobile marketing is a strong path to publication. To some individuals, they spend more time on their phones on a daily basis than their computers. Putting advertisements on internet can only be displayed to people looking for the related product/service, but with mobile marketing, the advertisement finds the audience.

Tools & Tactics Writing blogs about the benefits of

coffee and relating it to the period of time at a public transportation station would greatly influence the targeted audience. Transportation stations are usually filled with people who are in a long period of waiting time and with the relaxation of a coffee and the environment of the shops, it is a great way to relieve the stress of waiting.

Budget Social Media advertising budget costs $1440 per month SEO Search Engine Optimization and Pay Per Click is around $3360 per month Mobile Marketing is around $480 per month.

IN TOTAL IT SHOULD BE NEAR OR AT LEAST $5300 PER MONTH TO CARRY OUT THIS CAMPAIGN

SummaryThe idea of this digital campaign is promoting the consumption of the products/services of coffee shops to the public. One of the most successful targeted audiences would be the population that uses or pass by public transportation systems. We decide to promote it to this population by letting out the idea that the provided products/ services are able to be the stress reliever of waiting for their scheduled rides. To carry out this digital campaign to the public, we rely on social medias, search engine marketing, mobile marketing, and the usage of blogs. These are the 4 major ways to let the word out to the world through the internet and bring success.