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Advertising Plan Suffolk University Prof. AlessandriCJN 257TOMS Roasting Co.1971675152400Deema Aldakheel and Serge SoltauIntroduction: Toms is a company that is based on the concept of one for one. The phrase one for one was trademarked by them , whereby with every purchase of a TOMS product leads to the give away of the same or similar product to a person in need. TOMs started by manufacturing shoes, and then they expanded to include other products such as glasses and bags. The company was founded in 2006 by an entrepreneur from Arlington,Texas, known as Blake Mycoskie, and it is currently based in Playa Del Rey, California. The coffee roasting company, which we will be dealing with, was founded in 2014. The coffee initiative is aimed towards providing safe drinking water in the countries where the coffee beans are roasted. There are seven countries that are targeted, and free water is provided to the people there by giving their community water systems that are sustainable by partnering with various organizations that work on the issue. The coffee’s is sold through one distributor, which is Whole Foods. In addition to that, the company has a few coffee shops, where the coffees are sold.Below is a description, found in their website, to show what the company does:COFFEE FOR YOU | WATER FOR ALLWith every TOMS Roasting Co. product you purchase, TOMS will help provide safe water to a person in need. One for One?.Our coffee beans are sourced from regions with longstanding traditions of great coffee. We roast to highlight the flavor profile of the bean—making every coffee truly unique. *1Executive Summary: This document is an advertising which is planned for TOMS to use as a method to increase people’s awareness for TOMS Coffee Roasting Company; which will naturally lead to an increase in their future sales. It discusses several marketing tactics such as sales promotions, direct marketing, packaging, social media , and event marketing. Advertising techniques are also dealt with by having advertisement samples and featuring a target audience analysis. A timeline for the plan will be included as well. Then a creative brief will be included in the end. Marketing TacticsSales Promotion:For the premium advertisements, we will reach out to consumers by providing them with incentive-purchases through BOGO offers. That offer will entail receiving 10% off the second coffee bag purchase. The customers will get to chose between the previous offer or receiving 10% off any other TOMS purchase. Another promotion that we will hold is giving out free coffee mugs with every bag of coffee sold. In terms of trade promotion, we will send out samples of TOMS coffee bags, with the hopes of it leading to orders. To incentivize the purchase, we will offer free cups with any bulk purchases. If any company ordered a yearly supply of coffee or made any other coffee related deals with us, other types of gifts will be given out to them depending on the dollar value of their purchases that will be made through the deal (ex: coffee roasters + mugs) For the specialty advertising, we will be giving out free tote bags, coffee mugs, and stickers t in all of our events in order to spread awareness of our company. Free TOMS stickers will also be given out to our other clients in places where TOMS products are sold because we believe that the clients that support our other causes would be very likely willing to support our water-related cause. Anyone interested in the cause and wants to support it can do so by using our free stickers on their things. 4362450276225714376304800Free Mug Sample Tote Bag Sample POP: We will create huge posters that we will hang in Whole foods in order to attract any passersby that doesn't know about our coffee and how it is giving back to the community. The poster could also be used in the festivals and expos that we will participate in. We will also have a hashtag in that poster for anyone ,that is interested in learning more, to scan. The barcode will lead them to our company’s website. Create an infographic and flyers with facts about our concept, and pass it around to people in the places where our coffee will be sold Sample caption to use when posting this poster on social media, “With every purchase of a TOMS Coffee Bag, a person in need will be provided with access to free, clean water for a week.” 12096750Direct Marketing: Create a mailing list from those who visit our tastings at TOMS Cafés, Whole Foods, expos and festivals–send them content relative to our products, efforts and updates on the clean water endeavor. Mailing content will also contain product promotions and provide links to our social media outlets where additional information will be accessible. *The campaign’s main hashtag will be: #Coffee4Change , where we ask people to make a change in their daily coffee choice in order for them to help the communities that we are targeting.As the campaign progresses, we will add another hashtag for the people that actually made a change in their coffee choice. That hashtag will be #IChangedMyCoffee, and we will encourage people to use it throughout all of their social media outlets. Our goal is to have the people’s hashtag usage aid in our effort to educate the public about our Coffee initiative, because if the hashtag became trending, people will want to look into the story behind the hashtag and what led to its creation. This will act as a free promotional effort for us.Emphasis on the second hashtag, #I Changed My Coffee, will be placed in the second quarter (see timeline table*) Social Media: Our main strategy is to educate the public about how our initiative will benefit others in need through a social media campaign, which we hope would lead to increased purchases and higher awareness for the coffee division of our company and its various products .The campaign’s title will be “Coffee for you, water for all” Our tactics will include: informational posts in social media outlets under, paid advertisements, hashtag development and use, consumer interaction, and free giveaways to social media influencers.We will post stories of people whose lives are changed by the coffee purchases every two weeks in order to have a human interest angle. So there will be two posts in a month, one about one of our coffee roasters and one of a person who got free water from our initiative. In addition to that, posts will be made regarding our events that will happen during the campaign. The social media outlets that we will post in are: Facebook, Twitter and Instagram.We will encourage people to post pictures of their coffee and to use our promoted hashtags #TOMSRoastingCo, #Coffee4Change and #IChangedMyCoffee. We would also encourage other interactions like liking, retweeting, and commenting on our posts.In order to show our customers live proof of what we’re doing, we will also post videos of the process of water purification, videos of the coffee manufacturing process, and videos of the people in the different countries that we help. We will include facts and pictures of the aforementioned things as well. By educating and engaging our customers or our possible future customers ,we hope that in return they will educate other target consumers. We will also reach out to the trendsetters on social media and food/drink bloggers by providing them with free samples of our coffee in exchange for them to talk about our initiative on their social media pages.In addition to that, we will revamp our existing blog to a more user friendly platform which will educate our customers and other possible consumers about the good things that we do and how we do it exactly; hopefully, that would act as an indirect method of promotion. The blog will be the source for people who are looking for detailed information of our work in the different countries.In terms of paid advertisements, we will focus specifically on Facebook and Linkedin because we believe that those are the social media outlets that our targeted audience uses the most. Event Marketing: Consumer Events:We will have free coffee tastings in some Whole Foods branches, where we will be having end-cap displays with a whole section devoted just for our coffee.We hope that the free coffee sample will encourage the people to become a regular customer by buying a coffee bag. We will also have informational flyers given to every person that gets a free sample, and we hope that this will be the next step to making them regular customers as they learn that the good taste isn’t the only thing that makes the purchase worth the money that they spend. We will also them to share their experience in our social media pages and we will also encourage them to follow the pages, and to preferably use the hashtag when they post something. Trade Events: We will participate in various Coffee and Tea Festivals, conventions and expos such as the New York Coffee and Tea Festival. We will also venture overseas to participate in certain international festivals to further spread the awareness of TOMS Roasting Co. coffee. We will have a concept and display that is similar to the one that we used in the Whole Foods event, and we will be following the same technique as well. However, in the conventions and expos, since people are more likely to buy in bulk , we will offer a discount if a person or company buys 4 bags or more. Exclusive Events:We will have one large event where celebrities are invited. We also plan to invite journalists and other media platforms in order to get press coverage. This event will feature a live entertaining act by a famous person, we believe that choosing someone famous is important as it will help build up excitement for the event. We will also ask up & coming artists to perform in order to support them.To ensure maximum coverage, the event will be streamed online from the genral public that aren’t able to attend. A press release can also be made to help promote for the event. TOMS’ CEO will act as a guest speaker and some of the members of the Friends of TOMS program will be asked to be speak about their experience of helping others through TOMS’ initiatives. We believe that having this event about TOMS in general will work in improving the company’s image, and that would have a direct effect on the coffee’s sale. *We will showcase the areas that are being helped by incorporating visuals on ipads at free sampling events, expos and festivals.1205870719137 Packaging: Within our coffee bags, we will include a picture of the coffee farmers to make the coffee more personal and a picture of the country where the coffee was manufactured.Or a picture of the people that will be receiving free water. This will make the packaging eye catching and will draw anyone passing by to learn more about the pictures.We will also include a barcode for people to scan if they’re interested in getting more information. This thing will be useful because the end-cap displays and the free coffee give-away event will only be held in certain times and in specific branches. This unique packaging will happen throughout the campaign and will be exclusively used for it.AdvertisingAudience Demographics:Our chosen demographics are primarily coffee drinkers and coffee makers. They must be people with with a high-paying jobs, so a salary of $80,000 or more. For that reason, we believe that their age group would be anything starting from 25-35. Since hashtag usage is one of our main promotional methods, we felt like having a young demographic would be suitable. Young people would also find it easier to make changes in their daily happens.In our case, The targeted change that we want them to make is in their daily coffee choice.Psychographics:In terms of their psychographics, we hope to reach the people who are willing to pay a high price for the coffee in order to make a change. We hope to reach people with philanthropic tendencies, in the terms of reaching people who usually make donations to good causes. We think that people that feel strongly towards human rights organizations like UNICEF are people that we should target since those types of organization deals with the issue that we are trying to target.We want to target people who are committed to finding ways to ensure easy access to life‘s basic needs; therefore, improving the lives and well-being of the unprivileged people living in third world countries. We also want to target people that volunteer frequently.Timeline: Our campaign will start by December 2016 and run for a year until the end of December 2017. The campaign’s tagline will be: “Change Your Coffee, Change a life”.We believe that it is effective because there is a strong connection between our start date and the campaign’s tagline because of the fact that the campaign starts by the end of the year, and by the end of that month, people will start coming up with their New Year’s resolution.Since the campaign would have been up and running from the beginning of December, our campaign info will be something that is fresh in their minds. So people will consider all of their life choices , as they approach a time where everyone starts coming up with a list of changes that they would do to their lifestyles in order to improve it While the people work towards the things that will make their lives better, we aim for our campaign to make them consider changing their daily coffee beans to our coffee specifically, as they move towards something better that will not only benefit them, but also other deserving people, with it being poor people with a lack of access to clean water that is safe to drink and to the coffee bean farmers that are usually not paid fairly by other companies that roast coffee. Since our campaign will run until December of 2017, we believe that the campaign will end at a perfect time, because the time for new resolutions will come, and the people who haven’t yet made the change to our coffee, will be encouraged to do it. The campaign that has run for the whole year will probably work as an influencing point for them as well, it will help them overcome the reluctance that they could have had at the beginning of the campaign. As for the people who already made the change, our continued efforts that have been going on throughout the year will make them want to continue the choice that they made when they chose to start using our coffee. By the end of the campaign we will thank the ones who made the change at any point during the campaign and we will include something in the last month that encourages them to continue using our coffee for the year ahead. Brief Timeline1009650352425Media: In terms of the media advertisements, we believe that they will not be necessary, since it is costly and we have targeted other specific ways to reach our audience. However, we believe that we should only run advertisements in the print and media outlets of Whole Foods, since they are our coffee distributors. We will have advertisements in their websites and social media pages like facebook and twitter. We will also have an advertisement run in their discount offer booklet , newsletter, and blog .Creative Brief: Warning: People don’t like ads. People don’t trust ads. People don’t remember ads. How do we make sure this one will be different? Brand/Client TOMS Roasting Co.Why are we advertising?We are advertising to raise the awareness of TOMS coffee extension, TOMS Roasting Co., to improve their clean water endeavor that supplies areas with a scarcity of this resource. Who else is getting our money?For our brand as a whole BOBS, but focusing on TOMS Roasting Co. other brands getting our money would be Dunkin’ Donuts, Starbucks, and other coffee roasting companies..Who are we talking to?We are talking to people who drink coffee and/or acquire philanthropic tendencies, in the terms of reaching people who usually donate to good causes.What do they currently think?In most cases, they probably think TOMS is simply a shoe brand that supplies a pair of shoes to someone less fortunate with every one of their shoes sold.What would we like them to think?We would like them to know that there are more extensions to the TOMS brand that all generally give back with each of their product purchases, one of which being TOMS Roasting Co. bags of coffee, which supplies water to those in need.Why should they believe it?They should believe it because there are actual relationships with TOMS and contributors and beneficiaries of this effort. What is the single most persuasive idea we can convey?“Change Your Coffee, Change a Life” and/or our hashtag “#Coffee4Change” as they both highlight the primary initiative of TOMS Roasting Co., which is to help those in need by coffee drinkers simply changing their typical choice of coffee. This idea would be followed by the #IChangedMyCoffee, in which people will post about their transition explaining why, what and how they contributed to our “One for One” concept. Are there any creative guidelines?Creative Team must establish the impact of purchasing TOMS Roasting Co. coffee by resonating that there is an issue, but it can be mended by those who purchase coffee from TOMS Roasting Co. The Creative Team’s audience is rather large as a survey in 2013 from the National Coffee Association gathered that 83% of adults drink coffee in the US. Therefore the emphasis of transitioning to TOMS coffee should be be able to extract a constructive result. Overall Plan Summary & Conclusion:Overall, we intend to increase people’s awareness of TOMS Coffee Roasting Co to aid the efforts of providing water to those who lack this resource. To do so we will have to increase the sales of TOMS Coffee Roasting Co. We will increase sales by using our various social media platforms, print and web ads, store displays, special promotional sales, attending tea & coffee festivals and sampling events to push sales. Following our planned timeline is essential, but it is also key to adapt to certain occurrences to take advantage of opportunities that will benefit both awareness and/or sales. Sources: *1 723901072390142767257239010
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