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Caribou-Coffee-Campaign.Pdf Table of Contents Creative Brief…………………………………………………..…..4-10 Print ads………………............................................................12-13 TV storyboard………………………………………………........15-19 Out of home ad…………………………………………………........21 Special event Promotional Materials……………………………………..........23-25 Business letter………………………………………………………..26 Page | 2 Creative Brief: Caribou Coffee Brand Research Review: Caribou Coffee is a brand of coffee and that has coffee shops expanding from Minnesota and stretching across the globe. They are seen as a cozy, rustic coffee place. Caribou Coffee has unique coffee flavors, freshness in every sip, and is always gathering new and interesting coffee flavors from all over the world. They strive to create a quality, innovative, and connecting experience with their customers. However there is not enough brand awareness, and the target audience is too small, and there are rumors that Caribou Coffee is being considered for purchase by the company Joh. A Benckiser. The problem is that there have been rumors about a buyout. CC needs to avoid a buyout and save the brand. CC also needs to create more brand awareness but all while keeping them the underdog. Caribou Coffee is currently targeting a niche market and is not as well-known of a brand as its competitors, such as Starbucks. Currently, Caribou Coffee is an international brand, but as previously mentioned, does not have as much brand awareness from various audiences beyond its narrow target market as its competitors. They are involved on social media with Twitter, and Facebook, but not Instagram. When you search CC on Google, not a lot of search engines come up. But when you go to their Twitter account it shows that they have over 60,000 followers. This seems like a lot for such a not-well known company. But when you compare it to Starbucks 6 million…it’s almost questionable. This is where the competitors come in to play. CC isn’t deeply concerned with the competitors because they’re not looking to compete. They want to be the underdogs so that they can have a more personal relationship with their consumers. Competitors could include any local coffee shops, Starbucks, Biggby, Duncan Doughnuts, Big Apple Bagle, & even home brewed coffee. While there are many advertisements and products that are well known with the competitors, CC wants to stay away from that, & be more personal which is what we’ll continue to go for in our campaign. Page | 4 The Campaign: Our campaign starts will start with Caribou Coffee sharing their own background story of Inspiration. The couple who founded Caribou Coffee was hiking in Alaska when they saw a Caribou and got inspired. Caribou Coffee will share this story for the first three months of the campaign using #OurStory for social media. For the next four months it will be all about the consumer and getting them to share their own story using #ShareYourStory. A promotion will occur to encourage people to share their story through the website or via email. Ethical Issues: Stories will be featured in advertisements, and products used in the CC shop. There are Ethical Issues that could occur with the act of people sharing their stories. When CC posts certain stories, it could appear that they are favoring a certain group of people as opposed to others. There is a natural audience that is loyal to CC and they tend to be more adventurous, active, and enjoy the outdoors. Some audiences may not be happy that that. They could question CC and wonder why their stories aren’t getting chosen to be featured. Another potential ethical issue that could occur would include issues among people who share their stories. Perhaps someone has a story that includes another person and they publish it without getting consent from the other person. The other person may get upset with their name or story being share without their consent. Page | 5 Consumer Analysis: When we ask strangers, friends, and family about Caribou Coffee, many think it sounds familiar but they usually have no idea what CC is all about. They haven’t had a lot of experiences with CC. And they haven’t thought to seek out new coffee places because they are pleased with the situation they have. Some people are perfectly content to pick up their Starbucks coffee on their way to work in the morning. Others brew their own and walk out the door with it. Many people don’t care what the coffee shop looks like, or how personal it is as long as it has good quality coffee that they want and need. When they find a coffee shop or brand that does the trick, the usually stick with it. Currently CC can’t compete with this, but they don’t necessarily want to. CC already knows they provide good quality coffee, so they care about the extras that make the coffee experiences more personal, and enjoyable. CC is more attractive to people who live in more urban areas because CC offers the ski lodge, rustic coffee shop feel that they don’t get when their riding the subway and walking through a concrete jungle. Target Audience: Our target audience is fairly broad. Before the campaign it seems that CC targets a younger more adventurous audience around the ages of 18-27. By default this may continue but we’re hoping to also engage an audience from ages 18-45. This includes parents, adults, and college students. We could choose a very specific audience with a certain age, lifestyle, job, work schedule, etc. However we feel that the campaign wouldn’t be as affective if we chose such a specific audience. By default this is CC’s main audience. Objectives: 1. Increase awareness about brand, promise, and story within 8 months. 2. Increase social media use and customer interaction in 8 months. 3. Prevent the brand from being bought out. 4. Raise awareness of “Our Story” within the first 4 months. Page | 6 5. Remain the underdogs. 6. Promote the Alaskan Cruise from Royal Caribbean. Product Analysis: We want to make it relatable to the customers. Sharing our story will make it personal & let people know who we are. Hopefully that will encourage people to share their story with us. Ex: “We shared our story, you share yours.” #ShareYourStory We will make sure that these objectives are followed through among all Caribou Coffee shops so that any customer can walk into any CC shop and feel like they’re a regular. Like down the street, or in another state. New Brand Statement –The Big Idea: While Caribou Coffee is loved by its small niche market, it’s not as well-known as it could be. Caribou Coffee wants to avoid a buyout and believes that it will be beneficial to engage their loyal audience even more. We will also keep its rustic coffee feel. They have a unique story, and they should promote that story even more. The campaign will launch by sharing Caribou Coffee’s story through ads and promotions. This will allow the audience to feel more connected to CC and have a greater appreciation for the background story. After a few months, CC will promote other peoples stories through ads and other promotions. The logo for the campaign will be “Share Your Story, & We’ll Serve It To The World”. The stories will then be published and used in ads, social media, and merchandise in the CC shop. This will engage the audience even more and make it feel personal because they will see their stories or other people’s stories and have a deeper connection with CC. The connection will go beyond the love of the coffee. It will allow people to go to any CC in any location and feel at home. We wanted to engage the audience even more. Their stories will be stories of inspiration or perhaps personal stories. We acknowledge that many of audiences so far have stories of adventure and activities, but we will be open to all stories. CC’s story is about how they got inspired, for others that may be different – that’s what makes all the stories unique. Page | 7 Tone Statement: The tone of the message is personal. Social media will use certain hashtags that will be relevant to the timeline of the campaign with hashtags like: #OurStory #ShareYourStory etc. CC has its slogan for the company which we will continue to use, however it will be separate from the campaign. This slogan is, “Life is short, stay awake for it,”. When you walk into a CC shop, you feel at home. It’s cozy, has inviting couches, smiling people, hipsters, stone fireplaces, and a rustic charm. To add to this, our words will make it feel more personal because we’re telling stories. Everyone has a story and everyone appreciates good stories. This will reinforce the “at home” feel. The Slogan: Brand slogan- “Life is short. Stay awake for it.” Campaign slogan- “Share your story.” Tactics: 1. Use social media strategically to promote CC’s story, and then everyone else’s story using #OurStory and #ShareYourStory. 2. Promote The Alaskan Cruise with social media, ads, and the website. 3. Promote #ShareYourStory with social media, ads and the website. 4. Publish people’s stories through the website, social media, ads, and merchandise in the stores. 5. Use cups & napkins in the store to promote #ShareYourStory Timeline & Rationale: For the first two months, CC will advertise and focus all of their tactics on promoting their story. In the middle of the two months, the Alaskan Cruise will be promoted within CC’s story. Then overlapping, three months will begin focusing the campaign on getting Page | 8 other peoples stories.
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