PAGE 3

THE SITUATION
& SWOT ANALYSIS
Moji is currently operating through two physical storefront locations located in downtown
Winston Salem, NC. As well as in-person retail locations, they obtain revenue through general
donations and recurring donations from their Uplift Program.

Moji’s main challenge is obtaining consistent online merchandise sales. In order to increase
revenue from online purchases by 100%, we hope to connect Moji’s message along with the
online store.
Moji launched their online platform in March 2020 due to COVID-19. Their new e-
commerce shop includes targeted e-commerce marketing, Smart Coupons, suggested
purchases, and subscription options.
They want to focus on their coffee beans, tees, stronger people line, and “counter
items” + Arc Barks.

We hope to establish recurring coffee bean sales and double merchandise product sales
through Moji’s ecommerce program. Overall, we want to increase awareness of their mission
through their coffee sales.

Strengths:
An online presence can provide
more information on the brand
allowing customers to learn more
about the story behind their
purchases
An online presence allows Moji to
reach international consumers
There is a less invasive experience
Moji can encourage customers to
impulsively purchase
Weaknesses:
Convincing customers to purchase
their products online rather than in-
store
It is less personal→ customers can’t
see the Mojistas and their hard work
when purchasing online
People may be less inclined to
purchase online due to shipping
costs/taxes
Opportunities:
Through the use of the
ecommerce platform, Moji can
increase their revenue
They can gain customer data
insights
Convenience→ customers can
order their coffee and other
merchandise with the click of a
button
Through online advertising, Moji
can meet the expectations of
online shoppers
Threats:
Bitty & Beau’s Coffee-> this shop
is run by individuals with
intellectual and developmental
disabilities. Right now, they serve
as Moji’s top competitor as they
have a larger presence as well as
promoting the same message.
They have the same products
available to buy.
 PAGE 6

TARGET
AUDIENCE
Our target audience is mainly women aged 18 to 51 who have any association with the special
needs community, whether this be as a teacher, therapist, family member, friend, or they
have disabilities themselves. Our biggest supporters are from the area of Winston-Salem and
want to help the special needs community in the area.

Who are Moji’s Competitors?

Moji’s top competitor is Bitty & Beau’s Coffee. Bitty & Beau’s is a coffee shop also run by
individuals with intellectual and developmental disabilities, which gives the company the
same “unique” customer experience that Moji offers. Additionally, Bitty & Beau’s sells similar
products on their online store (coffee beans, tshirts, coffee mugs, face masks, hoodies, etc.)
and the company’s foundation is based on similar values and missions.

What also poses a threat to us is the size and scale of Bitty & Beau’s. Bitty & Beau’s currently
has four locations in Wilmington, NC, Charleston, SC, Savannah, GA, and Annapolis, MD and
is undergoing expansion in Texas, Washington, DC, and Winston-Salem. Bitty & Beau’s
expansion into Winston-Salem could pose a possible threat to our company. Additionally,
they have greater exposure (most notably being Amy Wright, Founder of Bitty & Beau’s was
voted CNN’s Hero of the Year), which has helped build their company reputation and status.
However, on our online store we do sell products made by our Mojistas, whereas Bitty &
Beau’s does not, and our prices are significantly lower (their prices can be up to 3x higher for
clothing and apparel).

TARGET
INSIGHTS
We have found that consumers are more
fixated on the idea of helping the special
needs community, than they are about
the products themselves.
Majority of our primary and secondary
research conducted said that consumers
want to support purpose-driven
companies.
Our target audience does not associate
coffee with online merchandise
purchases.
PAGE 7
Create a Target Persona
Demographics (age, income, relationship
status, career, location)
Psychographics (attitudes, aspirations,
priorities)
Emotional rational (emotions related to
interacting with people & products)
A few paragraphs outlining target person,
basically like a bio page
Emily Smith
Our target persona for this campaign is
Emily Smith. Smith is a 30-year old female
working as a special needs educator in the
Winston-Salem area.
Smith loves working in the special needs
community and was inspired to work in the
special education field because a family
member of her’s has autism. When Smith is
not teaching, she’s studying new learning
techniques to help her students, attending
local charity events that her students are
involved in or that benefit her students, and
spending time with work colleagues and
friends.
On social media, Smith is connected with the
local Winston-Salem page, college friends,
work colleagues, and special education
pages. She also streams movies and TV
shows on various streaming platforms.
Smith’s personal brand can be defined as: “I
believe that everyone deserves the chance to
succeed.”
 PAGE 8

BIG IDEA
& MESSAGING

Based on our research, what approach will be What tone/persona will we use

the most effective for Moji? to communicate with consumers?

"You can’t regret buying a smile"

Millennial Consumers Want to Buy Things That:

Align with their values.

Make them feel apart of something greater.
They are proud to tell their friends about.

Buying Moji products turns an everyday purchase into something greater:

Moji products provide the customer with something of value and utility (ex: mug, t-shirt, coffee
beans).The money they spend goes to support people with IDD, who generally do not have
employment opportunities.

Everytime the consumer interacts with the product (putting on the t-shirt, drink the coffee) they
can be reminded that they provided an opportunity for someone else; its a truly “feel good
product”.

Playing off the Common Feeling of Buyers Remorse Aspect:

Often when you are young you may buy things on a whim and feel like you may have spent too
much money, or you are supporting a company that sells cheap things at the price of bad
morals or poor employee treatment.
We are telling consumers they “can’t” ever regret buying something from Moji because you
know you are supporting a great cause.
 PAGE 9

OBJECTIVES &
TACTICS
"You can’t regret buying a smile."
Main Objectives:
1. BOOST ONLINE COFFEE SALES
2. BOOST ONLINE MERCHANDISE SALES
3. PROMOTE BRAND AWARENESS
Objective: Boost Online Coffee Sales
Strategy: Encourage customers to buy online
coffee by making the order & delivery process
more seamless and providing bonuses &
incentives to customers to promote brand
engagement and loyalty.

Tactic 1:
Offer a comprehensive coffee subscription
plan
A coffee subscription program is an easy
way to create loyal customers and recurring
revenue. Launching this will make sure that
customers continue to regularly drink Moji
coffee.
Recieve coffee weekly, biweekly, or
monthly.
Have a blurb(s) from each Moji
employee about why they love a
particular coffee flavor.
Even though it may seem imperative, re-
state Moji’s mission and what this
coffee supports.

Tactics 2:
Offer Rewards & Bonuses with all Online Orders.
Customers love unexpected bonuses, and feeling like a brand is giving them a little bit extra.
Adding a few small touches to each shipment sent out can be really impactful, and could be the
difference between someone recommending Moji to their friend.
Include a handwritten note and sticker inside each shipment.
Offer one free drink (in store) for every month of the subscription.
1 month: Lip Balm, Pop Socket, Straw, Lanyard
3 months: Mug, Tumbler, Mask
5 months: T-shirt, Hat
 PAGE 10
Objective: Boost Online Merchandise Sales

Strategy: Capture the attention of in-store

customers and encourage them to shop online
and further support the Moji brand. Making the
customer feel a sense of belonging and ease using
the online store.

Tactic 1:
In-store Opportunities
Use in-store customers as an advertising
opportunity to drive online sales. Think
purposefully about each element of the in-
store experience, and how they can be
reminded to also visit the Moji website.
Offer 10% off to any customers who make a
purchase in store.
Put up flyers by the registers (ex: Have you
checked out our online store?)
Rebrand cups to include an encouragement
to shop online.

Tactic 2:
Join Winstom-Salem Facebook groups.
Facebook groups are a great way to talk to
middle aged adults, and often function like
local chat rooms. Even groups with only a few
thousand members can be extremely active,
and is a great “grass-roots” way to reach the
community. The people in these groups are all
about supporting their community, and will be
excited to learn that they can support a local
business and employees with IDD just by
shopping online. Posting bi-weekly, or
monthly announcements in these groups
would definitely help drive website traffic and
brand awareness.
“Winston-Salem”, 10k members
“Downtown Winston Salem Neighborhood
Group”, 10k members
“What’s Up Winston-Salem!”, 2.3k
members
“Winston Salem Local Eats and Loves”, 1.2k
members
 PAGE 11
Objective: Boost Brand Awareness

Strategy: Promote Moji as a brand beyond just selling their product, but one that cares about both its
customers and employees experiences.

Tactic 1:
Start a Moji Blog: Behind the Bean
A Moji blog is a great place for Moji to extend itself into a lifestyle brand, give tips and tricks
related to coffee and more, and provide a space for employees to express themselves. These
articles could also be the basis for social media posts and help provide more content for
Instagram and Facebook. Once a customer has clicked on the blog link, they would be one step
closer to the online store.
Piece ideas:
Employee spotlight
Employee Top 3 favorite coffee’s
Promote seasonal drink/product offerings
Moji “Gift Guide” (aligning with holidays)
Winston-Salem Happenings/Things to do
Etc

Tactic 2:
Start a student ambassador program at Wake Forest
Wake Forest is located 3.5 miles from Moji’s downtown Winston-Salem location. Student
ambassador programs work great because students are looking for marketing positions to build
their resume, and know their campus best so they can
deploy the best promotions.
Possible promotion tactics:
Pop up coffee stands on campus.
Distribution of coupons and stickers across campus.
Sponsors student events on campus.
Do profit shares with sororities and fraternities.

Tactic 3:
Increase Social Media Engagement
Customers and social media followers love when brands make an extra effort to interact with
them. From liking and responding to comments, to posting unexpected or goofy content,
anything that is thoughtful, new, and engaging will be
sure to win points with your audience.
Respond to all or any notable comments.
Follow your most engaged customers back.
Use stories to create polls or ask questions.
Use animations or videos to make content more
diverse.
Repost employees social media posts through
Instagram stories.
 PAGE 15

MEASURMENT
PLAN

How will we measure the success and effectiveness of our campaign?
What is our estimation of what success would look like (ex: increased store traffic by X%, X%
increase in sales) ?

Social Media
In order to measure our social media performance, we will track likes, views, and
impressions from our promoted/paid advertisements.
We hope to see a 50% increase in overal social media engagement.

Online Store
In order to measure the success of the campaign and its effect on on the online stores, we
will track sales and coffee bean subscriptions.
We hope to increase sales by 100% and acquire 25 new coffee subscriptions per month.

Behind the Bean Bl0g

In order to measure the success of the blog we will track page views, social media shares,
and sales conversions from blog articles.
We hope to get 10 social media shares per post, and 5 sales conversions per post that
mentions Moji products.