The Rationale:
When it comes to creating organic content to engage your audience, there are many different paths that a Social Media Manager can take. For this scenario, we were tasked with creating Valentine’s Day content that would attract an audience in the awareness stage of the marketing funnel for Whole Grounds Coffee Shop, serving local fair-trade coffee. Since we had the creative liberty to decide upon our brand’s voice and concept, I decided to create this for those in the age group of 18 - 24 and in a location in Arizona.
The concept of this campaign takes place in today’s world, where COVID-19 is still prevalent. Just like White Castle’s Slider Lover’s Joint, an event that allowed for social distancing on Valentine’s Day, I wanted to do something similar here. Hence, the idea of offering gift cards and specialty cups came to my mind. Seeing as this is geared towards a pandemic lifestyle, the giftcards will allow the potential of bringing in traffic at different times seeing as a gift card can be used at any time. Moreover, the gift cards can be given to both potential new and existing customers. If a gift card is given to someone by a close friend, family member, or lover, this brings up the concept of social proof seeing as they are being recommended to Whole Ground Coffee Shop by someone that they are familiar with. This takes out the risk of consumer skepticism. Not only does it do this, but it also has a reward and incentive concept to it. By offering the specialty cup when a customer buys a $25 gift card only on Valentine’s Day, the audience is more likely to buy on this day. In terms of making this follow social distancing standards, the delivery option for one day being available helps make things be more convenient for those that would like to remain anonymous, may be sick, or for those with a busy lifestyle. It also allows for more people to come into the store seeing as there is the option of store pickup or delivery. This also applies well for those that are 18 - 24 who may want to do something for someone but may not have transportation or who may be dating more frequently than those in older audiences. On the other hand, it also works for a coffee shop date for those that can drive and do not mind being there in person.
When it comes to content, I felt like the best kind of content to draw in 18 - 24 year olds was with illustration based designs that created easy concept visualizations. The colors are based with red and pink, which are familiar Valentine’s Day colors. There is also the coffee cup and giftcard with the brand’s name on it, which still implies who is having this event without shoving it into someone’s face. All content made in this post was created from scratch, with me illustrating the cup and giftcard in Adobe Illustrator and the rest of the content in Adobe InDesign. This was the best option to proceed with as you do not have to worry about copyright issues as much. As for the content of the caption, it was important to include humor as 18 - 24 year olds are always on the lookout for funny messages. To do this, I used the pun of saying “bean” instead of “been”.
In conclusion, this post will start new conversations with both new and old potential customers, but at the same time is a part of a bigger strategy that will keep people thinking about Whole Ground Coffee Shop.
Facebook Target Audience Segmentation:
Location: This organic post will be featured on Facebook in the Tempe and Phoenix areas of Arizona.
Demographics:
Age - 18 - 24 year olds
Gender - all
Interests: Coffee, Dating/Romance, College, Valentine’s Day, Friendship, Family