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Eugenia A.

Affonso, Ina Joseph and Nikta Khani

Professor Downes

CM 215

Assignment 7

November 14 2018

Our campaign aims to promote Blue State Coffee House: a family business established in 2004

that champions philanthropy, patriotism, and community.

RESEARCH:

The goal of our research on Blue State Coffee House would be to prove that this establishment

has given back to its respective communities and lived up to its promises of philanthropy and

activism. Points of research would include the customer demographics of its different units,

specific organizations said units have partnered with, and how much funding/service each unit

has provided for partner organizations. We’d use the accumulated data to show the credibility,

integrity, and charitability of Blue State Coffee House in our campaign.

SITUATION ANALYSIS:

The strengths we have considered includes the fact that Blue State differentiates itself from other

family-owned/local coffee shops through its dedication to non-profit philanthropy and activism.

In addition to its locally-sourced and fairly-traded coffees (products many coffee houses are

beginning to invest in), Blue State provides an authentic environment and addresses important

issues. Making politics an integral part of their mission statement is a weakness because it drives

away certain demographics based on issues that don’t necessarily have to do with the product(s)
they’re selling, and therefore decreases the establishment’s overall profitability. Due to the small,

family-owned structure of Blue State, their lack of publicity in comparison to larger coffee

chains is also a weakness we’d like to address. Given the current political climate, Blue State’s

philanthropy and activism are opportunities because not only do they set it apart from other

coffee shops, but they also serve as lucrative and appealing aspects of the coffee chain. A

politically active coffee house is more relevant than ever considering the heightened level of

political awareness and civic responsibility across various demographics. The current political

climate may also serve as a threat to our campaign because of the polarization between party

lines. A coffee house called “Blue State” that supports liberal organizations may turn away

conservative or a-political customers.

OBJECTIVES

Our objectives are:

1. To increase Blue State’s customer-base by 10% in one month by reframing the issues it

supports as “people issues” rather than “political issues” and thereby including customers

from various political affiliations.

2. To increase Blue State’s visibility through and interaction with non-profit organizations

and publications by distributing 800 media kits over the course of one year to be

published by said organizations.

AUDIENCE

Our campaign targets three main audiences. The first one is college students, with ages ranging

from 18 to 23 years old, both male and female that tend to be politically active and engaged.

College students are already one of the Blue State’s main target audiences, given its strategic
locations near college campuses in Massachusetts, Connecticut and Rhode Island. We want to

maintain the demographic that Blue State already serves. Our second audience is

community-oriented people, with ages ranging from 35 to 75 years old, both male and female.

These are family-oriented individuals concerned about the wellbeing of their community but that

are not currently a part of Blue State’s customer base due to its ties to political issues. The

reframing of the issues Blue State supports from “political issues” to “people issues” aims to get

more engagement from such audience. We also plan to promote Blue State as a family-owned

local business which aligns with this audience’s mindset. Our third and last audience is new

nonprofit organizations. We want to attract small nonprofits that fight for a broad range of local

causes and issues. Our objective is to promote Blue State to such organizations as a good

resource for funds, and, at the same time, have this partnership be beneficial for Blue State since

the causes align with their promises of philanthropy and activism.

STRATEGIES

Our main strategy for the Blue State Coffee campaign is to humanize and de-politicize the

establishment’s philanthropic effort. By making its dedication to activism and community

service a matter of human decency rather than politics, we will both expand and maintain our

target demographics.

Our campaign speaks to the audience’s self-interest because in this time of polarized politics and

civic engagement, people want to spend their time and money with establishments that are also

engaged and care about broader issues in our society.

Blue State Coffee House: The coffee house that cares.

TACTICS
NON-MEDIA TACTICS:

1. Re-framing non-profit organization partnerships as “humanitarian/people” issues versus

“liberal/ political” issues

2. Increase range of non-profit organization partnerships to appeal to broader range of

interests among customer base

3. Partner with college-based organizations and student groups to provide small

sponsorships and increase engagement with physically present demographics

MEDIA TACTICS:

1. Create and distribute 800 media kits with press releases, contact lists, audiovisual

material, etc. for organizations and publications to use for the media promotion of Blue

State Coffee.

2. Enhance social media presence by posting on all platforms at least once a day (Twitter,

Facebook, Instagram); content should include endorsement of other local organizations

and businesses to continue fulfilling Blue State’s community-oriented mission statement;

consistently interact with audiences by responding to questions, criticism and suggestions

in the comment section as a way to establish a dialogue

CALENDAR

The campaign will take place throughout the year. Each week in the month of October,

non-profit and community partners will be highlighted on social media. The month of October is

traditionally the lead up to election season. Thus, it serves as a critical time for community and

issues based campaigns.


● Throughout the year, there will be social media blasts everyday, coordinated on multiple

platforms such as Facebook, Instagram, and Twitter

● College student group partnerships and non-profit partnerships will kick off social media

blasts on the first day of October and post once a week for the month

● 800 media kits will be distributed over the course of the year with most media kits being

distributed the first month and throughout October, for the specialized community partner

exposure campaigns

BUDGET

STAFF TIME COST OUT-OF-POCKET COST

EXPENSES

Labor to Compile $1,000.00 Social Media $500.00


Media Kits Marketing

Non-Profit Liaison $3,000.00 Printing Materials $800.00

College Student $3,000.00 Transportation $100.000


Group Liaison

Social Media Support $2,000.00 Meals $200.00

Contingencies $900.00 Contingencies $160.00

Total $9,900.00 Total: $1,760.00


Implementation of the campaign will cost a grand total of about $11,660.00.

EVALUATION

“To increase Blue State’s customer-base by 10% in one month by reframing the issues it

supports as ‘people issues’ rather than ‘political issues’ and thereby including customers from

various political affiliations.”


In order to evaluate this objective, an 800 number will be placed at the bottom of every Blue

State receipt. Customers are encouraged to call to answer a survey on whether they are new

consumers of Blue State Coffee or regular consumers.

“To increase Blue State’s visibility through and interaction with non-profit organizations and

publications by distributing 800 media kits over the course of one year to be published by said

organizations.”

In order to evaluate this objective, focus groups on consumer perception of Blue State’s visibility

and values will be hosted for every aforementioned target demographic. During the focus group,

questions about media consumption will be asked. Based on the response of the multiple focus

groups on whether they are impacted by media affiliates, the effectiveness of the media kits will

be measured.