Renaissance Coffee
“A reawakening experience”
Marketing Plan
January 6, 2019
Karin Willet
Table of Contents
Mission…………………………………………………………………..…………………….…. 3
Objectives…………………………………………………………………………..……………. 3
Service Description………………………………………………………………...…………. 4
Statistics…………………………………………………………………………………………… 4
Segments………………………………………………………………………………………….. 5
Situation Analysis…………………………………………….……….………………………. 6
Competitor Analysis………………………………………………….………………………. 7
Competitor Comparison Table……………………………………………………………. 8
Reviews……………………………………………………………………………………………. 10
Online Analysis…………………………………………………………………………………. 11
Marketing Strategy………………………………………………...…………………………. 13
Targeting………………………………………………………………………………………….. 14
Positioning…………………………………………………………………………………..…... 18
Recommendations……………………………………………………………………………… 19
References ………………………………….…………………………...………………………. 20
Mission
To serve the Lexington area with our love of coffee and fellowship. We aim to bring people together and into the church through a variety of outreach and events.
· Attract specifically the younger coffee drinking crowd (age 18-24)
· Publish and maintain website
· Implement online ordering via website
· Increase internet traffic to the website by fifteen click-throughs a month by making it accessible and streamlined
· Cultivate a larger social media presence by posting at least once a week on both Facebook and Instagram
· Gain 15 new followers quarterly across all social media platforms
· Highlight past events on Google and Yelp
· Advertise space and host an event each month
· Increase customers by 5% annually
· Break even with debt
Service Description
Renaissance Coffee seeks to serve the Lexington area through our love of coffee and fellowship. Beans are roasted in-house and syrups and sauces are also made in-house. We are the only coffee shop in town to offer this. We have two extremely large events throughout the year – BBQ Festival and Boo Bash, with smaller events sporadically. Renaissance Coffee has worked with local businesses in the past and intends to continue this by co-hosting and promoting other company’s products.
Renaissance Coffee is seeking to host more live events throughout the year, specializing in live music, plays and game nights. We offer a loyalty program where customers receives a free drink for signing up, a free drink for their birthday, and earn redeemable points with each purchase with no need to keep track of a physical card. For those that don’t enjoy coffee, Renaissance Coffee also offers tea, smoothies, hot chocolate, and games.
Statistics
Coffee statistics of 2018 (“Current Coffee”, 2018) are below:
- 64% of people reported drinking coffee within the past day
- Only 19% of respondents age 18-24 drank traditional non-gourmet coffee within the past day; 37% drank gourmet
- Among 25-39-year-olds, 48% drank gourmet
- For respondents age 60+, consumption of gourmet was 38%, while non-gourmet was 42%
- 82% of population drank it at breakfast
- 41% drank it between breakfast and lunch
- 13% drank it in the evening
- 79% brewed coffee at home
- 44% reported buying coffee within the past day at a quick-service restaurant, cafe, donut shop, convenience store or gas station and reported purchasing coffee at a drive-through
- 15% not using a drive-thru stated they used an app
- 2% said their coffee was delivered, while 5% reported purchasing through delivery within the past week
Segments
· University students low on money and coffee, needing a place to hang out and break from studying
· Young adults competitive at games, looking for a place to hang out and play
· Middle-aged coffee connoisseurs desiring a unique coffee experience
· Couples who enjoy strolling Main St, needing a quick pick-me-up
· Retired adults wanting a place to relax and hang out
· Working age wanting a quick pick-me-up in the middle of a break
· Groups or businesses looking for a space to rent
2 target groups
o Young adults age 18-24
o Retirees
Missions
For students age 18-24 who are tired of studying and need a place to meet up with friends, Renaissance Coffee is the only café to provide espresso and entertainment. By offering specialty coffee drinks, smoothies, board games, and table games, we combine your love for playing and need for a study spot, unlike traditional cafes. Come and experience a coffee reawakening.
For those looking for a change in scenery with not a lot on your to-do list, Renaissance Coffee is the best café to provide caffeine and comfort. By offering multiple pour-over options, crossword puzzles, and comfy chairs, you’ll want to stay awhile. Come and experience a coffee reawakening.
Situation Analysis
Strengths
· Excellent customer service
· Exceptional quality of drinks
· Great atmosphere
· Church access
·. Large rental space available |
Weaknesses
· Not optimal location
· Inconsistent hours
· Building issues
· Still very new
|
Opportunities
· Online ordering
· Exposure for new vendors via events
· Gaining and maintaining younger generation’s interest
· Increase usage of website and social media
· Large number of students in area to reach
|
Threats
· Debt leftover from opening
· Hosting events is costly
|
Black Chicken Coffee
§ Has been in business for 15 years
§ Well-known in the community
§ Offers an extremely wide range of drink options
§ Not friendly customer service
§ Located directly behind Renaissance Coffee
§ Hosts live music
§ Offers drink specials throughout the week
Perfect Blend
§ No info stating when they opened
§ Well established
§ Offers a smaller array of drinks
§ Good location
§ Nice service
§ Within walking distance of Renaissance Coffee
Competitor Comparison Table
Competitor Comparisons
|
Renaissance Coffee
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Black Chicken
|
Perfect Blend
|
Benefits
|
· Unique, rotating drinks
· Friendly customer service
· In-house roasted beans/syrups
· Inviting for younger crowd
|
· Well-known
· Large menu
· Inviting for the elderly
|
· Well known
· Friendly customer service
· In-house roasted beans
· Inviting for middle age
|
Experience
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· Game nights
· Fund-raisers
· Holiday events
· Cozy environment
|
· Live music
· Cluttered space
· Not the best customer service
|
· Open atmosphere
· Offers snacks
|
Interests
|
· In-house roasting
· Events/rental space
· Games
|
· Antiques and knick-knacks
· Live music
· Wide array of flavors
|
· In-house roasting
· Snacks
|
Community Engagement
|
· Loyalty club – try to ask every customer
· Hosts events
· Works with other local companies
|
· Loyalty program uses a punch card
· Hosts live music
|
· Unsure
|
Social Media Outreach
|
· Facebook: 373 likes, 376 followers, 4.9 out of 5 stars, 17 reviews
· Instagram: 135 followers
· Google + : 2 reviews, 5 out of 5 stars
· Yelp: 6 reviews, 5 out of 5 stars
· Contact page on website
· Online ordering
|
· Facebook:2603 likes, 2572 followers; 4.9 out of 5 stars, 244 reviews
· Instagram: 746 followers
· Google+: 159 reviews, 4.7 out of 5 stars
· Call-ahead service
· Curbside service
· Bakery items
|
· Facebook: 2,112 likes, 2,067 followers; 4.8 out of 5 stars, 187 reviews
· Instagram: 820 followers
· Google+: 120 reviews, 4.8 out of 5 stars
· Yelp: 30 reviews, 4 out 5 stars
· No working website
|
Reviews
Renaissance Coffee
Overall, the reviews were very positive. Most of the reviews comment on the friendly service, cozy atmosphere, and quality of drinks. The largest negative review given is inconsistent hours and people showing up when we’re not open.
Black Chicken
Overall, the reviews were very positive. Most of the reviews comment on the friendly service and large selection of drinks. Some negative reviews given were regarding taste/weakness of drinks, unfriendly staff, and long wait times.
Perfect Blend
Overall, the reviews were very positive. Most of the reviews comment on the friendly personalized service, good location, and specialty drinks such as their Nitro coffee. A few negative reviews were regarding their coffee just not tasting right and lack of flavor.
Online Analysis
Renaissance Coffee Website
Pros
|
Cons
|
· Logo and contact information clearly displayed at the top of webpage
· An About Us section obvious
· Social media icons work
· Consistent color scheme and theme throughout website and tabs
· Ordering is easy to understand
· Great use of pictures
· Multiple ways to view different tabs
|
· Website is not useable yet
· Some social media logos are cut off
· Trip Advisor logo is showing, but when googling, unable to find Renaissance Coffee
· Rather than saying ‘Closed’ for Saturdays, could say ‘Special Events Only’
|
Social Media
Pros
|
Cons
|
· Has Facebook, Instagram, Yelp, and Google accounts
· Information clearly displayed on all accounts
· All accounts have photos of merchandise being sold
· Social media contests encourage people to post reviews and photos
|
· An overwhelming amount of social media for people to post on
· Social media posts inconsistent
· Facebook views on some videos are much higher than others
· Not a lot of activity on posts made
· Social media accounts don’t list website
|
Marketing Strategy
Demographic
Renaissance Coffee is appropriate for male and female gender. We are segmenting a variety of age groups:
o 18-24 year-olds in college living nearby on campus. They tend to stay up late, and are looking for fun, inexpensive nights out with their friends. Playing games at the café is a great way to ease the stress of exams and a safer alternative to bar-hopping.
o 30-40 year-olds who are married and have children. This group usually needs coffee on the weekends when dealing with children, or just as they’re walking around downtown and want something hot/cold to drink. Our nursery is a good place to keep your kids occupied while you hang out.
o 50-65 year-olds who are retired. They usually have a lot of free time and are looking for a relaxing place to spend their time with coffee. Will likely stay a long time and drink minimal drinks. Put crossword puzzles or brain games out as an activity for them.
Psychological
Attitudes
Aiming for those with an attitude of appreciation for house roasted coffee beans, unique ways of brewing coffee, and a variety of specialty drinks. May also experience those a little more picky who want special items such as sugar-free or almond/soy. Targeting those who have an attitude of relaxation and fun.
Hobbies
Looking for those with an interest in coffee, drinks, board games, and table games.
Targeting
The average population as of 2018 is 18,775 (Lexington Population, 2018). The median income for households in Lexington, North Carolina is $27,437, while the mean household income is $39,319.
There are 13,916 adults, (2,902 of which are seniors) in Lexington Nc. There are 821 veterans.
Income
Average male earnings are $25,186. Average female earnings are $18,365.
Average male earnings are $25,186. Average female earnings are $18,365.
(Mean data for married families not available yet)
If you take the population of 18,775 x 64% of average # of coffee drinkers, we should be able to reach 12,016 customers. If divided evenly between 3 coffee shops, 12,016/3 = 4,005 possible customers.
Positioning
Renaissance Coffee is a service-based company that is serving coffee to the city of Lexington. We are not very well-known and have been open for 5 months. Our bright blue and white logo in the shape of a shield matches the logo of the church front we are located inside of. Our catchphrase is “A Coffee Reawakening.” We offer in-house roasted beans and homemade syrups and sauces. We host events throughout the year. We have a very user friendly register and loyalty program.
Price
Renaissance Coffee does not charge for events they host. Occasionally food at events has a charge, and the coffee as well. Our price point is cheaper than competitors. Work is mostly volunteer hours, but employees are paid $7 an hour for wages. Loyalty program is free.
Place
The main form of exchange between Renaissance Coffee and customers is in person at the coffee shop. Communication is encouraged through social media as well. A goal is to have our events posted in windows and rent our space so we become more well-known. We are located on Main St but a bit farther down from all the activity.
Promotion
Renaissance Coffee will boost more posts on Facebook and Instagram. This will allow us to target certain age groups and interests as well. Ads should start a month before an event and re-shared a week before. We can utilize the loyalty program by emailing out event notifications and coupons. Place posters around town and at local venues to maximize awareness of event details and offer to do the same for locations we are using. We can use Facebook to create a poll asking the public’s opinion to get them more involved on topics such as what types of drinks would they like, what has been their favorite, what hours would they come in, etc.
People
Renaissance Coffee hopes to become the place to hang out for the younger crowd wanting games and an inexpensive time out with friends. Whenever someone comments on any social media, there should be a response within 24 hours, whether it’s a good comment or bad. If it’s good, people like knowing they’ve been heard and will feel a connection. If it’s negative they will at least know they’ve been heard. The interactions should be friendly, helpful and direct. Renaissance Coffee is different from its competitors because our goal is not just to gain wealth, but to provide an intimate reawakening experience.
Recommendations
Based on our goals for Renaissance Coffee and the information gathered from the website and social media accounts, I have created this list of recommendations that will help to increase knowledge of Renaissance Coffee and the following and participation of a younger audience.
1. Post at least once a week on Facebook and Instagram
2. Ask questions in the captions to gain participation
3. Do a give-away: the first person to share or comment gets a free bag of doughnuts
4. Specifically ask friends to share the events or comment on them
5. Boost posts, even if they’re not for a large event
6. Start offering Veteran/Military discounts
7. Have crossword puzzles and brain games available for people to do
8. Email loyalty members events and coupons
9. Post hours in the window
10.Post any events in the window and on town bulletin
11. Promote that we have a nursery, games, and space for rent
12. Put up a bulletin board for events
13. Have one night a month (the same date each month) that is known as Student Survival. Stay open late or open specifically from 8-midnight and offer half-off drinks only for college students. Boost this specifically to college kids around the area. Have students who see it share for a prize or free drink
14. Have one day a quarter (the same date each quarter) that is known as Senior Sunday. Offer half-off drinks for those over the age of 70
15. Make website usable for online ordering
16. Offer 10% off their order for the first 10 people who order online and share their experience with it
17. Partner with other local businesses. Do a coffee-themed beer night with Reserve Bar
References
Brown, Nick. (2018, March 21.) Current Coffee Consumer Trends: Inside the NCA’s 2018 Report. Retrieved from: https://dailycoffeenews.com/2018/03/21/current-coffee-consumer-trends-inside-the-ncas-2018-report/
Lexington NC Population. (2018, May 25.) Retrieved from: http://worldpopulationreview.com/us-cities/lexington-nc-population/
