Eco Coffee Imc

2014 Eco-Coffee Corporation IMC
Anastasiia
Reznichenko
[INTEGRATED MARKETING
COMMUNICATIONS PLAN]
Eco-Coffee Corporation
1
Eco-Coffee Corporation IMC
CONTENTS
EXECUTIVE SUMMARY………………………………………………………….……..……. 3
COMPANY BACKGROUND………………………………………………………………... 4
SWOT ANALYSIS………………………………………………….………………………….. 6
COMPETITIVE ANALYSIS…………………………………………….……………………... 9
TARGET MARKET ANALYSIS………………………………………….…………………….. 10
4 P’S - PRODUCT, PRICE, PLACE, PROMOTION……………….………………………... 12
MARKETING PLAN…………………………………………….……………………….……. 13
PUBLIC RELATIONS PLAN…………………………….……………………………….……. 13
Media releases ………………………….………………………………………...……. 15
Direct mail strategy………………………….…………………………………………. 17
CREATIVE STRATEGY………………………….…………………………………………….. 21
SALES CALLS………………………….………………………………………………..…….. 21
PROMOTION………………………….………………………………………………..…….. 23
ONLINE STARTEGY ………………………….………………………………………...……. 24
Website………………………….………………………………………………………… 24
Search Engine Optimization (SEO) …………………………………………….. 27
LinkedIn………………………….………………………………………………………... 30
Twitter………………………….………………………………………………………….. 30
E-mail………………………….…………………………………………………………… 31
Online Advertising………………………….………………………………………........... 32
Online Recommendations……………….………………………………………………. 35
HootSuite……………….…………………………………………………………........... 35
Social plugins on the website…………………………………………………........... 35
QR code………………………………………………………………………………….. 35
BUDGET ………………………………………………………………………………………. 39
BLOCKING CHART………………………………………………………………………….. 39
APPENDICES………………………………………………………………………………….. 40
Appendix A: Fast facts about Kitchener………………………………………………. 41
Appendix B: Publics analysis……………………………………………………………... 42
Appendix C: Addressed Admail………………………………………………………… 44
Appendix D: Tips to write a successful media release……………………………… 45
Appendix E: State of Demand Generation 2013…………………………………….. 50
Appendix F: Why good web design is so important………………………………… 51
Appendix G: How video content appeals to different personality types………. 57
Ten biggest video marketing mistakes to avoid…………………….. 60
Please note that certain portions of this plan have been omitted to
protect confidential information.
2
EXECUTIVE SUMMARY
Eco-Coffee Corporation is an independent business in Kitchener-Waterloo

Region. It specializes in roasting and retailing Fair Trade and Rainforest
Alliance certified coffee, as well as coffee machines and brewers.
With no current marketing plan in place, the following Integrated Marketing
Communications (IMC) plan aims to provide a thorough outline of how Eco-
Coffee Corp. could market the business moving forward.
Goal of the IMC plan is to raise awareness of the brand in the market; and
use created awareness to drive more customers and leads.
This plan offers a marketing communications plan that outlines:

1) a current situational analysis of the Eco-Coffee Corp.
2) an analysis of the key competitors in the market
3) an analysis of the target market
4) a detailed online strategy
5) a public relations plan
6) an advertising strategy
The plan recommends and details the following marketing tactics:
• Online: LinkedIn, e-mail, content generation

• Public Relations: E-mails and media releases
• Advertising: Direct mail, sales phone calls, LinkedIn ads
• Promotion: Free product offer for referral, discounts
Target Market
Eco-Coffee Corp. operates as a business-to-business retailer, and as such,
the target market is business owners, decision-makers and managers. The
primary target markets for Eco-Coffee Corp. are small business owners in the
Region of Waterloo.
Budget Overview
The document offers a full breakdown of the expenses needed to
implement the defined marketing communications recommendations. The
total budget for the campaign is $ 4684,9
3
COMPANY BACKGROUND
Eco-Coffee Corporation is an independent business in Kitchener-

Waterloo Region. It specializes in roasting and retailing Fair Trade and
Rainforest Alliance certified coffee, as well as coffee machines and
brewers.
The company operates a coffee roasting plant using artisan small

roaster practices. The plant feeds multiple channels: retail coffee
shops, retailer businesses and office coffee services. All roasting is
produced in a systematic manner thus guaranteeing both quality and
freshness.
The developed operational processes and procedures enable the

roasting to be crafted and customized to each client while consistently
replicating their particular quality and volume requirements.
History
Eco-Coffee Corporation was founded by Edward Denyer and his
partners from Colombia on June 23, 2003.
At that time City of Kitchener was looking for independent vendors for
its new market. Partners decided to build a café there. The café was
opened in September 2004. The concept was to roast coffee at the
café in front of the public. Name of the café was Northern Roast
Coffee.
In 2007 they changed name and logo of the café. A new created
name was Eco Cafe.
At this point they started looking for new possibilities to grow.

As a result the company decided to be involved in the office-coffee at
the big way. Partners did significant investments into environmentally
friendly coffee machines.
Today Eco-Coffee Corporation is in the process of looking for ways of
growing and attracting new customers.
4
Current marketing situation

Currently Eco-Coffee Corporation does not have a marketing team in
place. It has done some advertising in the past such as an article in the
local newspaper, trade show and free samples.
The best results brought the article about coffee in the newspaper. At
the next day after the publishing the company made 9 new
customers. The booth at the trade show and free samples campaigns
was not successful. The returns were insignificant and took 2-3 years.
In addition, the company endeavors to use materials for advertising

which are more eco-friendly, in order to keep consistency. The main
ways of communications are e-mails and word-of-mouth.
The company has its own web-site, Facebook page, Twitter account
and the ability for blogging. However, there are not a lot of activities.
Based on an overview of the current marketing situation it can be

gathered that Eco-Coffee Corporation tried some advertising, but
there has not been an ongoing campaign with any consistency.
5
SWOT ANALYSIS
SWOT analysis is a structured planning method used to evaluate

the Strengths, Weaknesses, Opportunities, and Threats involved in a
business venture.
The results of SWOT show which strengths of the company could be used, and
weaknesses handled; available opportunities, and potential threats.
For this purpose 4 main competitors were selected: Gold Roast Coffee, Baden
Coffee, Imperial Coffee and Planet Bean.
Eco-Coffee Сorporation
Strengths Weaknesses
− 10 years of experience − No online billing option for customers
− Local to the KW region − Website has functionality and
− Customer service focused aesthetic issues
− Focused on long term relationships − No links of Social networks on the
− High quality products website
− Wide range of products − Not active in social media
− Fresh roasted coffee − Limited possibilities to deliver a
− Own roasted equipment message and stay eco-friendly at the
− Coffee machines and brewing same time
equipment on sale − No sales force
− Environmentally conscious − No structured plan for marketing and
− Certified fair trade and organic sales
Arabica coffee − Credentials are not available online
− Wholesale − No k cups coffee
− Coffee related products − Not consistence in colour scheme
− Social media presence
− Warranty
− Quick response time
− Efficient delivery service
− Own product (coffee)
Opportunities Threats
− Online client database/payment − Premature rupture of the contract
option − Bigger businesses with more
− New clients/retailors attractive offers
− National level competitors
− Other coffee on the shelf
− Cafes and restaurants
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Gold Roast Coffee
− 17 years of experience − No information about eco-
− Locally owned responsibilities provided
− Operation area encompasses − Facebook page not updated
Kitchener-Waterloo, Cambridge, regularly
Guelph, Fergus, Elora, Arthur, − No information about Fare trade
Stratford and surrounding area and Café Femenino
− Online payment options − No fresh roasted coffee
− Wide product & service line
− Replacement parts for the
machines
− Website includes all necessary
information
− Testimonials included on website
− Free Trial
− No contract requirement to work
− Coffee machines for office at no
cost
− Online store
− Variety of distributors
− K-cups
− With a wide variety of products and - Bigger competitors
free equipment there is opportunity
for growth
Baden Coffee
− Family-owned − No online billing option for customers
− Since 1997 − Long response time
− Provides services to 300 businesses in
the Southern Ontario region
− Wide product & service line
− Own roaster
− Community Involvement
− User-friendly website
− Testimonials included on website
− Social media presence (Twitter,
Facebook, youtube, Blog)
− Continued expansion into related − Bigger competitors
industries
7
Imperial Coffee
− Wide variety of products and − No fresh roasted coffee
services − Offer valid for workplaces with more
− Fast service than 20 employees
− User-friendly, modern website
− Up-to-date social media presence
(Twitter, Facebook, Youtube, Blog)
− Strong reputation
− Multiple locations
− Environmentally conscious
− Social Responsibility
− Over 60 trucks on the road
− Brochures online available
− With an excellent service and wide - Cafes and restaurants
variety of products Imperial Coffee - Smaller
stands to dominate the industry - Businesses with strong customer
service may fulfill the areas
Planet Bean
− Since 1997 − No online billing option for customers
− High quality products − Website has functionality and
− Wide range of roasted coffee aesthetic issues
− Fresh roasted coffee − No links of Social networks on the
− Brewing equipment on sale website
− Ecologically Sustainable
− Certified Fair trade and organic
arabica coffee
− Efficient delivery service
− Two own coffee bars
− Wholesale
− Roasters Guild organization
− Credentials available online
− New customers/retailors − National level competitors
− Cafes and restaurants
8
COMPETITIVE ANALYSIS
The competitive table shows important aspects of the businesses that

are common to Eco-Coffee Corp. and its competitors. Each individual
score shows where organizations need to improve, based on the
situational analyses conducted above. The totals column
demonstrates which competitors ranked highest overall.
The numbering system ranks each organization from 1-5.
Operation Social Media Product Website Social

Total
area Effectiveness availability Appeal Responsibility
Eco-
Coffee 3 3 3.5 3.8 3.8 17.1
Corp.
Gold
Roast 4 3 4 4.7 2 17.7
Coffee
Baden
4.3 4.7 3.8 4.8 4 21.6
Coffee
Imperial
5 4.5 5 4.9 5 24.4
Coffee
Planet
3 4 4 3 3.4 17.4
Bean
Operation area – local, national or international

Social Media Effectiveness- presents and activity in Social media
Product availability- places where a product can be purchased
Website Appeal- how much the website is attractive, user-friendly and informative
Social Responsibility - level of cooperation with charities; sponsorship,
environmental responsibility.
Based on the SWOT analyses and the competitive analysis, it is clear

that Eco-Coffee Corporation can improve in some aspects of its
business. Baden and Imperial Coffee are both big players in the
market with wide operation area. While Eco-Coffee may not be able
to operate on the same scale as these businesses, it can improve in
several areas in order to be more competitive and grow.
This plan will focus on several key areas in order to increase market
share and generate leads to the company. These key areas are
advertising tools, social media presence, and website appeal.
9
TARGET MARKET ANALYSIS
Eco-Coffee Corp. operates as a business-to-business retailer. As such, the target

market is business owners (primarily small and medium businesses, decision-makers
and management).
Current customers of Eco-Coffee Corp. could be break down into three parts:
• Businesses which are offered with office coffee services

• Wholesale to other businesses, cafes and restaurants
• Retail to regular buyers, cafes and restaurants
Therefore, the primary target market for Eco-Coffee Corp. is small business owners
in the Region of Waterloo.
The Region of Waterloo includes Waterloo, Kitchener, and Cambridge. The region
is fast-growing and has a relatively young population due to its many universities
and colleges. As a result many of the businesses in the region are start-ups, in the
growth process of development.
The high number of new businesses in the Waterloo Region creates a perfect
market for Eco-Coffee Corp. because most of the businesses are still small. Owners
of such type of business are the primary target for Eco-Coffee Corp. Small
businesses are largely owner-operated and are typically local, operating on a
small scale. Owners have final say in the decisions, so marketing efforts must be
targeted to them.
The small business owner has the final decision in what the company does. Small
businesses do not have large reserves of funds. Data presented to them should
show measurable benefits to the company in order to persuade them and at the
same time make a focus on high quality product.
Business Profile 1
Employee size range KCW CMA* number of establishments

5 to 9 2,774
10 to 19 1,813
20 to 49 1,169
Total 5756
* KCW CMA is the Kitchener-Cambridge-Waterloo Census Metropolitan Area

which consists of Kitchener, Cambridge, Waterloo, Woolwich and North Dumfries
1 Fast facts about Kitchener. Appendix A
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As table shows, there are 5756 companies in Waterloo Region with

number of employees from 5 to 50, which can be clients for Eco
Coffee Corp.
In order to narrow this number a selection should be done. The main

focus should be done on companies which care about it’s image,
companies which are very interactive with their customers, and which
are concerned about the quality of products they consume and
propose to their clients.
For example:
• Beauty salons • Interior design services

• Consulting services (insurance • Real estate
agencies, legal, financial) • Recreation and leisure
• Event planning agencies • Showrooms
• Golf clubs • Spas
• Health and fitness consulting • Travel agencies
• Investments
To approach approximately 20% of these 5756 companies would

mean up to 1000 potential clients for Eco-Coffee Corp.
In order to define those thousand companies and their contact
information different sources can be used, such as:
• Chamber of Commerce • Local newspapers

Advocate (Waterloo Record,
• Google Search Kitchener Post, Snap)
• Linked In
• Library database
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4 P’S - PRODUCT, PRICE, PLACE, PROMOTION
Eco-Coffee Corp. provides three types of products:
• Fresh roasted coffee

• Coffee machines and brewers
• Coffee supplements
Each of them has different characteristics and qualities which are identified
below.
Product Price
Fresh roasted coffee − The price is tailored to the needs of
− Cafe Femenino the customer
− Rainforest Alliance − The price is competitive to other
− Fair Trade Organic coffee providers
− Delivered from Brazil, Colombia, − Contract lengths tailored to
Guatemala SHB, Dominican customer needs
Republic, Costa Rica, Nicaragua ,
Peru , Sumatra
Coffee Machines and Brewers
− Eco-friendly
− Varieties of choices (Newco, Bunn,
Guertech)
Coffee supplements
− Milk and Cream
− Cocoa Camino Fair Trade Organic
Golden Cane Sugar
− Sweeteners
− Syrups and Sauces
− Tea
Place Promotion
− Products can be purchased by Recommended:
contacting the company directly: − Online (website)
online (website), email, or − Social Media (LinkedIn, Twitter,
telephone Wordpress blogging)
− Coffee currently available in 7 − Media Releases
locations: − Direct mail campaign
Office, Vincenzo's, Market fresh, Full − Cold phone calls
circle, David's Gourmet, Brady's − Free product offer for referral
meat, Baley's
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MARKETING PLAN
The Marketing plan consists of Public Relations, Advertising and Online

strategies and tactics. All of them are created in order to reach clearly
identified goal and objectives written below.
Goal
The overall goal of the Marketing plan is to raise awareness of Eco
Coffee Corp. in the market, communicate the key messages to the
potential customers about their unique product, and maintain
relationships with current partners.
Objectives
1. Cultivate __ warm leads within eight months
2. Use those warm leads to sign __ new contracts within eight
months of the campaign
3. Establish a customer service program to maintain relations with
current customers
4. Secure a story about Eco-Coffee Corp. in local media
5. Create a sales calls campaign
6. Generate online strategies
Public Relations Plan

The purpose of a public relations audit is to look at how the public
perceives the organization as well as how the organization is
represented through internal and external operations.
Eco Coffee Corp. does not currently engage in many public relations
(PR) tactics.
Internally, the most significant obstacle for implementing of a PR plan is
the lack of marketing structure within the company. Eco Coffee Corp.
does not have a dedicated marketing person or department, and the
management focuses on sales and service to grow the company.
Externally, there are many competitors in the industry. Along with small
local companies, there are national and international competitors
(e.g. Imperial Coffee). The larger competitors possess better resources
for using media releases and social media to communicate with their
publics and raise awareness of their business. The PR plan, along with
13
the marketing efforts, is targeted at raising awareness of Eco Coffee

Corp. as a company, and ensuring that the public consider their
products as high quality and on a par with well-known brands.
Publics
Publics are groups of people with an interest in the business. Publics
can include customers, suppliers, media, government, and public-
interest groups.
It is important to consider all of a business' publics, as shown in
Appendix B, and determine which key publics need to be addressed
by the plan.
In this case, the key publics include current customers and potential
customers.
Stage of
Publics Key Messages Strategies Tactics
Development
Potential Latent Eco Coffee’s Increase Media
customers Corp. can awareness of releases
(offices/ provide you with Eco Coffee’s Direct mail
cafes) the best fresh Corp. products Sales calls
roasted coffee, and service in LinkedIn
eco-friendly the market in Twitter
brewers on a order to Promotion
par with generate new Online ads
excellent sales leads
services
Current Active Eco Coffee Maintain Personal

customers Corp. provides relationships with visits
you with the current Promotion
best quality customers Media
coffee. Get free through personal releases
product offer for visits, e-mails and E-mails
a referral Social media
14
Potential Customers (target market)

Potential customers (owners and decision makers of the businesses) are
a latent public. The best way to reach this audience is through the
direct mail and personal sales calls. Direct mail will generate leads and
followed phone calls will increase this number. Media releases will also
increase awareness of the brand.
MEDIA RELEASES
Objective
1. To secure a media release in the local news paper
Several media releases to local media such as Waterloo Record

newspaper could cover:
• A business profile, emphasizing the best product and their

responsibility towards environment
• A detailed profile of the environmentally-conscious and innovative
aspects of products provided
• Eco-Coffee uniqueness as the owner travels to Colombia in a
regular basis and brings special products which are not available
in other coffee suppliers
• Recent new Direct Trade relationship with Africana Traders, which
commercializing several coffees from the Rusizi Region of
Rwanda.
Writing successful media release or pitch requires certain rules which
can be found in Appendix D.
This plan is proposing a sample of media pitch to Waterloo Record

newspaper.
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MEDIA PITCH
To: Ron DeRuyter

Subject: Unique local coffee supplier
Hello Ron!
Eco-Coffee Corp. is a company in Kitchener which supplies its own daily

roasted coffee. This company uses compostable bags and is very conscious
about the environment and the community.
This spring Eco-Coffee got a new Direct Trade relationship with Africana Traders,
which commercializes several coffee growers from the Rusizi Region of
Rwanda.
This story has a business angle, but also a social responsibility angle.
People in Rusizi:
• 40% live in extreme poverty
• 85% live beyond the grid
• Some children go to school, some do not
After four years of work improving the quality of the coffee, 450 persons
escaped poverty this year via the one container they shipped.
Africana Traders gave each family a goat or cow in order to save their lives
from starvation.
Eco-Coffee is proud to support Africana Traders by selling the coffee locally

would love to deliver the message to our community because it:
• Has a social aspect
• Is beyond usual
• Relates to local community which is passionate about coffee
If you are interested to find out more information about how Eco-Coffee
company benefits the local community, we would love to have a meeting with
you as well as with a photographer. He/she can have free access to our roaster
in order to share our coffee spirit.
Best regards, 300 Mill St. Unit 1

Ramin Hayratiyan Kitchener, ON
ramin.hayratiyan@gmail.com N2M 5G8
Cell: 519-591-5928 http://www.eco-coffee.ca/
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DIRECT MAIL STRATEGY
Direct mail is one of the most measurable forms of marketing—it allows

easily record the number of mailers that are sent out, and use coupons
or codes to record response rates. It also allows target
the recipients unlike other forms of marketing that can hit outside of
the target market, direct mail is personalized to the point that a
company is able to select a geographical target, demographical, or
even physiological group.
The Direct Marketing Association reports that communicating to

customers across multiple channels greatly increases the customers
value.
• Across Two Channels : Increases the customers value 20-60%

• Across Three Channels : Increases the customers value 60-125% 2
As this plan proposes other different communication channels direct

mail will be one of them. It is effective in business to business
communication because it allows a business to create awareness
about its products and services. Awareness is related to the generation
of sales as well as creating a sense of brand loyalty.
Objective
1. Send 1000 direct mail to managers/ owners of the local businesses
(5-50 employees) who can be as potential clients by the end of
December 2014
2. Generate from __ to __ sales leads by December 2014
According to Canada Post's data direct mail response rate for

customer acquisition is 1,20% 3, when for existing customer this rate is
3,4%. 4
2 http://www.lifehack.org/articles/work/the-importance-of-direct-mail-to-your-companys-
marketing.html
3 Canada Post: "Media Response Rates" PowerPoint. Slide #25
4 http://www.marketingcharts.com/wp/traditional/direct-mail-tops-email-for-response-rates-costs-
per-lead-similar-22395/
17
As was mentioned before the number of potential clients can be

decreased up to 1000. The length of the campaign is 8 months, thus, this
is 125 letters per month.
This plan recommends to use own capacity for this task.
However, if Eco-Coffee Corp. decides to use outsourcing there are 15

direct mail companies within 20 kilometers-area in Kitchener. 5 They are
experts in this field and can help to manage direct mail campaign in
the most effective way.
Also Canada Post provides Addressed Admail service which is a proven

and effective direct marketing medium that offers customers the ability
to personalize their mailing and target their promotional messages to
specific consumers or prospects. More information is in Appendix C.
5 http://www.canadapost.ca/web/business/find-a-partner.page?
18
Cost 6
Envelopes White
#10, 4-1/8" x 9-1/2"
1000 pieces $ 34,9
+Shipping
+Tax
Envelopes White Window
#10, 4-1/8" x 9-1/2" 1000 pieces
$ 50,58
+Shipping
+Tax
Postage stamps 7 1stamp $ 0,85
Variants Price Cost of 1000 mails
1 Envelopes White + stamp $ 0,88 $ 884,90
2 Envelopes White Window +
$ 0,93 $ 930,58
stamp
If the company decided to do at least 500 direct mails at a time, in a

standard #10 envelope the postage would be $220 and the cost for
processing would be $125.
For the recycled envelopes Eco-Coffee Corp. can go to this website

which offer many different options
http://www.actionenvelope.com/ae/control/recycledEnvelopes.
The letter should be addressed to a particular person. It will create a

personal connection and the message will not be considered as usual
advertisement.
Include the information about:
• Promotional offer (page 23)
• Information about press release (Africana Traders)
Using recycled paper for a letter as Eco-Coffee Corp. uses for coffee
packaging will represent company’s uniqueness and environmental
consciences.
In order to create a high quality letter with attractive design the plan
suggests to hire a graphic designer. For this purpose Eco-Coffee Corp.
could consider recent graduates looking for portfolio pieces. An
example of the letter is shown below.
6 http://www.staples.ca/
7 http://www.canadapost.ca/cpo/mc/personal/productsservices/send/postagestamps.jsf
19
…because fresher tastes better
DEAR MS. SMITH
Eco-Coffee Corporation is a local, full-service coffee roaster, delighting in providing

solutions that meet any individual, business, or office coffee need.
We have been developing our passion for an excellent cup of coffee over the last ten
years. We specialize in roasting premium grade, 100% Arabica origins, and have been
Fair Trade and Organic certified for nine years. In addition, we are proud to have
pioneered the supply of Rainforest Alliance Certified coffee in the region.
What you can get from us?

• Only the finest green coffee beans from reputable and certified suppliers
• The freshes roasted coffee, thus guaranteeing exquisite taste!
• All kinds of coffee suplements (coffee machines, milk and cream, sweeteners
• Exhelent and quick servise
Contact us today and try the best coffee which you deserve!
Sincerely, 300 Mill St. Unit 1

Edward Denyer, Kitchener, ON
Coffee Enthusiast N2M 5G8
Web: eco-coffee.ca
Email: edenyer@eco-coffee.ca
Phone: 519-743-7548
20
CREATIVE STRATEGY
Appeal
Eco-Coffee Corp.’ major competitive advantage is the quality of the
product and level of service it offers its customers.
Rational appeals that educate the potential customer about these
attributes are necessary. This will be the main focus for the creative.
Also, Eco-Coffee Corp. is a local business that has its unique position
and sense of responsibility towards the community and environment.
This community focus can be used for feel-good stories that add a more
human element to the perception of their business, particularly in the
Waterloo Region.
Tone
The tone for Eco-Coffee Corp’s advertising pieces is about best quality
and service. Appealing colours, clean lines, and clean formatting will all
be paramount to the success of the campaign pieces.
SALES CALLS
Objective
1. Generate __ warm leads within eight months
Regarding to sales calls this could be dome either by current employees

or by new hired part-time sales person. As was identified in the target
market analysis section the number of potential clients can be
decreased to 1000 companies. Campaign will run eight months, thus, its
125 companies per month.
One week after sending direct mails to targeted companies, a sales

person should give them a call in order to remind about Eco-Coffee
services and clarify if they are interested to have more details.
21
The reason of using sales calls is that this tactic can increase a direct
mail results. According to a Target Marketing survey the telephone’s
response rate is 12.95% 8.
Regarding standard number of calls per hour experts are giving

different numbers 9 10, for our purposes it will be 10 calls/hour. Number of
companies is 1000. Part-time position indicates 4 hours per day.
According to Salary Wizard Canada a minimum wage for Call Center
Sales Coach job is $14 per hour. 11
According to responses rates mentioned above the number of leads

per month should be from __ to __ per month.
Consequently the cost of sales calls is:
Cost of sales calls

Number of months for the 8 months
campaign
Number of companies per 1000 campaigns/8 months 125
month companies/month
Number of calls per day 4 hours x 10 calls 40 calls/ day
Number of days per month 125 companies per month / 3,125 days
40 calls per day
Number of hours per month 3,125 days x 4 hours per day 12,5 hours/month
Total number of hours 12,5 hours per month x 8 100 hours
months
Total cost (wage for part-time 100 hours x $14 $1400
employee)
8http://www.marketingcharts.com/wp/traditional/direct-mail-tops-email-for-response-rates-costs-
per-lead-similar-22395/
9 http://susancorcoran.blogspot.ca/2010/10/cold-calling-how-many-calls-should-you.html
10 http://www.marketingprofs.com/ea/qst_question.asp?qstid=8527
11 http://swz.salary.com/SalaryWizard/Call-Center-Sales-Coach-Hourly-Salary-Details-Ontario-
CA.aspx
22
Current Customers
Current customers are an active public; they are aware of Eco-Coffee Corp.
and its products and services. Due to high competition in the market, they
are also aware of other companies which provide coffee.
Through the personal visits, promotion, e-mails and media releases Eco-
Coffee Corp. should communicate the message about their best fresh
roasted coffee in the region. Also it should educate customers about
company’s environmental awareness. The details should persuade that the
client is invaluable important for the Eco-Coffee Corp and show them
potential benefits which they can receive from the Eco-Cafe. The creation of
the online content is detailed further in the Online Strategy on page 24.
PROMOTION
Objectives
1. To deliver a promotional message to 1000 business in the Waterloo
Region via direct mail, sales calls and emails
3. To generate __ new customers with a discount offer by the end of
December 2014
2. To encourage current clients for a referral
Eco-Coffee Corp. can contact their current clients through personal visits and
e-mails proposing them free coffee supply for a week or discounts if they can
bring a new client to Eco-Coffee.
Existing customers can: refer other businesses to Eco-Coffee Corp., or/and

increase their current contract order. A "successful" referral is one where the
referred business signs a contract of three months or longer.
The chart below details promotional efforts designed at achieving specific

goals.
Goal Promotional offer Delivery

Potential To encourage new 10% off first 3 months of Direct mail
customers business in the services Seles calls
Waterloo Region
Current To encourage A week of free coffee Personal visits

Customers referrals supply for each E-mail
successful referral
23
ONLINE STARTEGY
In order to generate awareness, Eco-Coffee Corp. should create a
stronger online and social media presence.
Online presence is a key: 72% of product research for a future business
purchase begins on Google. 12
The website of Eco-Coffee Corp. and their activity at Social networks
must be improved and be appealing in order to establish its credibility
and attract more business.
Objective
1. To increase awareness about Eco-Coffee Corp. and its services
among the target public
Website
According to a survey in 2010 the source of information which is the
most trustworthy 68% of respondents trusted the internet most. 13
The website should help educate current and potential customers on

Eco-Coffee's products and services allowing customers to educate
themselves on the benefits of Eco-Coffee’s products and services,
creating warm leads for the sales team to follow up on. The website
needs to provide everything buyers want to know in a short and concise
manner.
Having an appealing website is crucial. When it comes to building

traffic and keeping visitors on a page, load time plays a primary role.
The faster a website loads, the faster traffic will grow. Faster load times
also mean lower bounce rates. If it takes more than a few seconds for a
page to load, visitors bounce off your site and move on. Also a site
should function properly and have a design that looks appealing. 14
12 The State of Demand Generation, 2013. p. 3 http://www2.pardot.com/l/1/2013-09-26/2tjcfk

See Appendix E for complete material.
13 Canadian Marketing Association: "Marketing Facts: Statistics and Trends for Marketing in Canada"
(2012). p. 98.
14 http://www.instantshift.com/2013/09/02/importance-of-effective-website-design-infographic/
24
Additional data is in Appendix F
Recommendations
1. Eco-Coffee does not provide free access to price list on its website. Create a
separate page for prices
2. Logo does not match with original brand’s logo
3. Slogan should be clear identified and placed on the top of every page
4. Some sections are too busy, for example http://www.eco-coffee.ca/our-
coffee/
There could be more interactive menu with pictures of different sorts of
coffee; pictures of coffee in original packaging; or it could be divided by
countries of origin where customers can choose country and then it will show
them types of coffee.
Describe how you roast coffee every day, why it is unique and has high
quality; why you are passion about your coffee; make a point about regular
travels to Colombia and bringing something new when no one else does
5. Page http://www.eco-coffee.ca/company/ - pictures of the company’s
owner, process of coffee production should be added.
Write a history of the company and how it is growing. Make a focus on quick
service. Include testimonials
25
6. Name of the page “Company” change to “Services” for example, because it

could be perceived as a history of the company
7. Page “Contact Us” should be moved to the end
8. Name of the page “Products” is recommended to change to “Other
Products”. Add more pictures, slides. Create a separate page for coffee-
machines and brewers
9. Page “Coffee Pricing-Waterloo Coffee” does not work. It should be fixed or
deleted
10. Explain benefits for membership
11. Uploaded pictures should be bigger in the size
Photos
High-quality, high-resolution 15, new photos of Eco-Coffee's products would improve
the appeal and effectiveness of marketing efforts.
Ideal photos:
• Include real people, displaying a wide variety of ethnic backgrounds
• Represent Eco-Coffee's customers
• Includes retail, restaurants/cafes, manufacturing, etc.
Video
Videos can be powerful tools for both B2C and B2B marketing. It is becoming
increasingly vital for helping customers with purchase decisions. About 3/4 of online
shoppers are influenced by online video–helping to drive them towards a purchase
of a product or service, according to a new study by Animoto. Video online
engages potential customers and sets a company apart from competition.
• 94% of consumers watched a video online and 64% watches product and
service videos. 16
For video production Eco-Coffee Corp. could use own available resources or
contact local companies, and considering film schools and recent graduates.
The cost for video creating varies. 17
Cost for 2-3 Minute Video

Semi-Pro $200 - $750
Professional Cost $1,000 - $3,000
Premium $5,000 - $50,000
More about video advantages see Appendix G.
15 Minimum 150 dpi; 300 dpi recommended for large signage, posters, etc.
16 http://www.ironpaper.com/current/2014/03/online-video-affects-purchase-
decisions/#.UznL1GJ5Ma0
17 http://www.hingemarketing.com/library/article/what-is-the-cost-of-video-production-for-the-web
26
Search Engine Optimization (SEO)

SEO is the process of affecting the visibility of a website or a web page in a search
engine's "natural" or un-paid search results. In general, the earlier (or higher ranked
on the search results page), and more frequently a site appears in the search results
list, the more visitors it will receive from the search engine's users. SEO may target
different kinds of search, including image search, local search, video
search, academic search, news search and industry-specific vertical
search engines.
As an Online marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines
and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. 18
The majority of web traffic is driven by the major commercial search engines -
Google, Bing and Yahoo!. Although social media and other types of traffic can
generate visits to the website, search engines are the primary method of navigation
for most Internet users. This is true whether the site provides content, services,
products, information, etc.
Canadian search engine market share is dominated by Google —owning a
staggering 88% of the pie. This proportion represents an 11% year-over-year increase
leaving Bing with 7% of the market and Yahoo! a lowly 4%. 19
Keyword research is one of the most important, valuable, and high return activities
in the search marketing field. Ranking for the "right" keywords can make or break
the website.
Searching for information about offices coffee service would require the website to
use some key words and phrases that people will type in their search.
18 http://en.wikipedia.org/wiki/Search_engine_optimization
19 http://blog.htc.ca/2013/01/22/top-5-bottom-line-benefits-of-seo-search-engine-optimization/
27
For example:
• Coffee
• Local coffee
• Fresh roasted coffee
• Eco coffee
• Office coffee
This will enhance the chance people will find Eco-Coffee online.
In order to generate successful keyword ideas and traffic estimates this plan is
suggesting using Google AdWords Keyword Planner. This tool shows how a list of
keywords might perform and the average number of times people searched for
those terms. This helps to decide which keywords can help drive traffic to the
website and increase awareness of the product.
28
Keyword strategy is not only important to implement on-site, but should extend to
other off-site platforms, which is why you should also be thinking about multi-
channel optimization. Being consistent with keyword phrases within these platforms
will not only help your branding efforts, but also train users to use specific phrases
you're optimizing for. 20
20 http://searchenginewatch.com/article/2259693/SEO-Basics-8-Essentials-When-Optimizing-Your-Site
29
LinkedIn
A LinkedIn profile can help increase awareness in the B2B sphere, as businesses
interested in working with Eco-Coffee Corp. may look them up beforehand.
Connecting with current customers and compiling recommendations from them will
increase awareness and credibility.
21
Engaging buyers on LinkedIn is primarily about sharing relevant content and

participating in Discussions and Groups. B2B marketers should target industry- and
role-specific LinkedIn Groups and make it a regular practice to share thought
leadership and blog posts with these individuals. B2B sales reps should try to inject
themselves into discussions or questions by adding value, not selling. Also, its bad
form to use Discussion forums for promotion and, for that reason, LinkedIn added a
Promotion tab to Group environments, which is widely considered a waste of time
for B2B promotion.
Twitter
For B2B marketers Twitter is largely a volume play. Hashtags should always be used
to target specific buyers with relevant messages about products and services.
Generally, short and compelling insights or Tweets are most likely to get clicks.
Twitter is essentially a fire hose of unstructured information, so mindshare is largely a
function of volume.
Top Performers indicated that on average they tweet 12-15 times a day using the
company twitter handle. Tweets could include recent product news, events, or
21http://web.marsdenassociates.com/perceptions-blog/bid/146450/11-Must-Read-Stats-on-B2B-
Social-Media-Use
30
relevant industry best practices. It’s generally a best practice not to blatantly
promote services on Twitter. Use Twitter to keep the brand active and share thought
leadership in the form of blog posts, videos, website links, or links to other social
properties.
The following tips were selected as appropriate and effective tactics for Eco-Coffee
Corp. to satisfy the objective of increasing Twitter “followers” to 500:
1. Engage with people interested in similar organizations or content:

Consider following users who comment on, retweet or favourite Twitter posts in
which you are interested. If someone has an interesting point or similar interest, and
seems like a person who would support what you do, follow them and see if they
follow you back.
2. Follow those who follow your followers:
Find followers of your followers who do not currently follow you, and who seem to
have interests or values that coincide with those of Our Place, and follow them to
encourage a follow back. Tweepi, a Twitter management system, can aid in
detecting the best Twitter contacts to maintain. Visit http://tweepi.com/ for more
information.
3. Embrace hashtags:
Hashtags act like file folders so that content becomes labelled and connected with
other content labelled with the same hashtag. Use a hashtag like
#celebratingour35th and encourage others to do the same when writing about
your 35th anniversary, or when you have events connected to your 35th anniversary
and you want to tweet what’s happening throughout the event.
E-mail
E-mail is still one of the most effective ways to reach top executives; 90% say they
check their inboxes regularly. 22
Returning to promotional campaign one of the tactics is using e-mails as a tool to
deliver a message. Eco-Coffee should give the information about their promotional
offer and clearly identify benefits for current client.
The design of the email should be consistent with a direct mail piece.
Considering direct mail campaign and sales calls the emails should be as a third
communication channel.
The objective is to send 125 e-mails each month to the same recipients which will be
contacted in a particular month.
The best time for delivery is after sales calls and the end of the month.
22http://socialmediatoday.com/tompick/1647801/101-vital-social-media-and-digital-marketing-
statistics-rest-2013
31
Online Advertising
Advantages and benefits of the online ads:
• Online marketing costs are inexpensive in comparison with other mediums

• Pay per click advertising is the most effective generating immediate traffic to
a website. Advantages of this form include only paying when a user interacts
with an ad (clicks on it)
• Online marketing campaigns can be implemented much faster than
traditional forms of advertising, reaching a targeted audience within a matter
of days and hours.
• Online marketing provides a greater flexibility level whereby campaigns can
be altered to test new markets and make changes more specific to a
targeted market.
LinkedIn allows advertisers to select the option of only appearing in the browsers of
the above-mentioned target market, and therefore Eco-Coffee Corp. will only be
paying for the clicks of its primary consumers.
Specific Linked In targeting method allows choosing very specific audience.
In the example below there are Owners, VPs, CXOs Directors, and Managers
located in the Kitchener area were selected. This ensures that ad will reach people
who can make the decisions.
32
People aged 35-54 are currently the most important demographic group to Eco-
Coffee Corp. The statistics shows that this age group has become more active in
social networks for the last 8 years.
23
23 http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
33
24
Pay per click marketing is an extremely powerful method of online advertising. With
this advertising method, companies can begin to achieve high search engine
rankings with text ads. The listing will be higher depending on the amount of money
a company is willing to spend. What makes this a beneficial form of advertising is
that there is no need to pay to have an ad displayed, but rather pay a set amount
each time a user clicks on that ad. 25
With cost-per-click the company can specify the maximum amount it is willing to
pay for each click (for example, $3.00 per click). Then, it can set a daily budget to
identify the most that it is willing to spend each day.
Minimum costs:
• The minimum daily budget is $10/day.
• The minimum cost-per-click bid is $2.00/click.
To get started, LinkedIn charge a one-time $5 fee that becomes an ad credit,

which covers the initial clicks. 26
A maximum budget of $10 per day will be featured on the LinkedIn until it has
received enough click-through per day to use up that budget (approximately 5-10
clicks per site). The ads will run over 8-month period from May 2014 until December
2014. The maximum cost will be $2,400 for this campaign.
Length Clicks Cost

Source Total cost
per day per day
LinkedIn 8 months 1-10 $10 $2, 400
24 http://www.marketingprofs.com/charts/2011/5566/social-media-in-canada-likes-follows-sway-
brand-perception
25 http://www.affiliateseeking.com/ashow/392.html
26 http://help.linkedin.com/app/answers/detail/a_id/7431/kw/price%20per%20click
34
Online Recommendations
HootSuite 27
In order to manage Social media effectively and save time the plan
recommends using HootSuite dashboard. It is an essential tool for managing
social networks by allowing teams to efficiently track conversations and
measure campaign results.
It allows:
• Manage multiple social networks

• Schedule messages and tweets
• Track brand mentions
• Analyze social media traffic
Through HootSuite it is very convenient to schedule and send Tweets; post

updates, add images, monitor feeds, and more in Facebook; connect with
clients, broadcast news, amplify recruitment efforts, and monitor industry
conversations with HootSuite’s LinkedIn management. Also it allows posting
directly to own Company Pages, Groups and Profiles.
Social plugins on the website

Visitors on the website should be able to find the Facebook Page easily. The
recommendation is to use Facebook’s Social Plugins, like the Like box plugin,
to get more Facebook likes.
QR code
QR or Quick Response Code is computer generated two-dimensional
barcode that can be read using smartphones and dedicated QR reading
devices. It connects customers directly with websites, text, emails, contact
information, pictures without having to type into an internet browser.
QR code is scanned with a smartphone and it will connect a mobile browser
directly with the intended online location.
27 https://hootsuite.com/
35
Some examples of using QR codes:
36
QR codes are free. All that is needed is an online QR code generator and a
website URL.
QR codes give the opportunity to get people to act now and connect
instantly, before they walk out the door.
1. QR codes boost traffic to a website 28
The right way, is to place it in a convenient location where people can take
the time to scan them, visit the site they are directed to, and take the
intended action.
When it comes to your website—the goal shouldn’t just be: drive more
traffic, it should be: drive more traffic AND provide something valuable to
customers (recipes, stories, offer).
2. QR codes get people to “like” and “follow” the business

Provide a QR code that links directly to your Facebook and Twitter Pages.
28 http://blogs.constantcontact.com/product-blogs/social-media-marketing/11-reasons-you-should-
be-using-qr-codes-at-your-place-of-business/
37
3. QR codes help to get more online reviews from people who know your
business
Loyal customers are loyal for a reason. They know your product and services,
they’ve done business with you in the past, and they’re already receiving
your newsletter, reading your blog, and following you on social media. So if
you’re looking to boost your ratings online and get feedback from the
people who know you best, they’re the people to target.
A QR code allows to link directly to your business page on review sites like
Yelp so you can ask customers to log on and share their thoughts.
38
BUDGET
Cost
Direct Mail $884,9
Sales Calls $1400
LinkedIn Ads $2,400
Total $4684,9
BLOCKING CHART
A blocking chart is an organized way of saying when you are going to use various
media. In this example, each month is separated and the Monday of each week is
listed as the number. However the media can be published any day of the week,
the main idea is to be consistent.
May June July Aug

week of 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25
Direct Mail
Sales Calls
E-mails
LinkedIn Ads
Media Release
Sep Oct Nov Dec

week of 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29
Direct Mail
Sales Calls
E-mails
LinkedIn Ads
Media Release
39

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2014 Eco-Coffee Corporation IMC

Eco-Coffee Corporation is an independent business in Kitchener-Waterloo

This plan offers a marketing communications plan that outlines:

The plan recommends and details the following marketing tactics:

• Online: LinkedIn, e-mail, content generation

Eco-Coffee Corporation is an independent business in Kitchener-

The company operates a coffee roasting plant using artisan small

The developed operational processes and procedures enable the

At this point they started looking for new possibilities to grow.

Current marketing situation

In addition, the company endeavors to use materials for advertising

Based on an overview of the current marketing situation it can be

SWOT analysis is a structured planning method used to evaluate

Gold Roast Coffee

The competitive table shows important aspects of the businesses that

Operation Social Media Product Website Social

Operation area – local, national or international

Based on the SWOT analyses and the competitive analysis, it is clear

TARGET MARKET ANALYSIS

Eco-Coffee Corp. operates as a business-to-business retailer. As such, the target

• Businesses which are offered with office coffee services

Employee size range KCW CMA* number of establishments

* KCW CMA is the Kitchener-Cambridge-Waterloo Census Metropolitan Area

1 Fast facts about Kitchener. Appendix A

As table shows, there are 5756 companies in Waterloo Region with

In order to narrow this number a selection should be done. The main

• Beauty salons • Interior design services

To approach approximately 20% of these 5756 companies would

• Chamber of Commerce • Local newspapers

4 P’S - PRODUCT, PRICE, PLACE, PROMOTION

Eco-Coffee Corp. provides three types of products:

• Fresh roasted coffee

The Marketing plan consists of Public Relations, Advertising and Online

Public Relations Plan

the marketing efforts, is targeted at raising awareness of Eco Coffee

Current Active Eco Coffee Maintain Personal

Potential Customers (target market)

Several media releases to local media such as Waterloo Record

• A business profile, emphasizing the best product and their

This plan is proposing a sample of media pitch to Waterloo Record

To: Ron DeRuyter

Eco-Coffee Corp. is a company in Kitchener which supplies its own daily

Eco-Coffee is proud to support Africana Traders by selling the coffee locally

Best regards, 300 Mill St. Unit 1

DIRECT MAIL STRATEGY

Direct mail is one of the most measurable forms of marketing—it allows

The Direct Marketing Association reports that communicating to

• Across Two Channels : Increases the customers value 20-60%

As this plan proposes other different communication channels direct

According to Canada Post's data direct mail response rate for

As was mentioned before the number of potential clients can be

However, if Eco-Coffee Corp. decides to use outsourcing there are 15

Also Canada Post provides Addressed Admail service which is a proven

If the company decided to do at least 500 direct mails at a time, in a

For the recycled envelopes Eco-Coffee Corp. can go to this website

The letter should be addressed to a particular person. It will create a

…because fresher tastes better

DEAR MS. SMITH

Eco-Coffee Corporation is a local, full-service coffee roaster, delighting in providing

What you can get from us?

Sincerely, 300 Mill St. Unit 1

1. Generate __ warm leads within eight months

Regarding to sales calls this could be dome either by current employees

One week after sending direct mails to targeted companies, a sales