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WHO WE ARE

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Cafe 1909

  • Coffee, frappes, breakfast, lunch & desserts
  • Small/hidden/unique coffee shop
    • Conference room, board games
  • Primitive social media presence with unlimited room for growth

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Social Media Channels

Instagram Facebook

Yelp Grubhub

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Currently: Branding

  • Main channel: Instagram
  • No definite logo
  • No brand voice
    • Focus is on selling products
  • Lacks consistency

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Currently: Instagram

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  • @cafe1909lbc
  • 317 followers
  • 9% engagement (above 6%)
  • Image quality could be improved
  • Low frequency of posts

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Currently: Facebook

  • Official and unofficial
  • One page like + no engagement
  • Community engagement
  • Visuals are 40% more likely to be reposted

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Currently: Yelp

  • Positive reviews from customers
  • Late replies to negative reviews
  • Quick information regarding café

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Currently: Grubhub

  • Mixture of positive and negative reviews
  • Prices of food with some photos

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Currently: Website

  • There is no website
  • On Yelp, Grubhub is the only “website” users can go to

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PRIMARY & SECONDARY AUDIENCES

  • Primary audience: Café 1909 customers, regular coffee shop customers, high school students, college students, families, telecommuters
  • Secondary audience: the greater Long Beach community

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DEMOGRAPHICS & PSYCHOGRAPHICS

Buyer Personas

  • Demographics: 18-50 age range, fairly even male and female ratio, approximately 60% single to 40% families , students and young professionals, live in Long Beach area - people most likely to frequent coffee shops and engage on social media
  • Psychographics: work meetings, student projects, outgoing, creative, foodies - people who would rather work out of house vs home or library

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Lily, 20

College Student

CSULB

Liberal Arts

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Karen, 37

Telecommuter

Information Systems Manager

2 kids

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COMPETITION/INSPIRATION:

  • Recreational Coffee
  • Funny captions: engagement and a voice
  • “You said (...) We listened”
  • Repost stories

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COMPETITION/INSPIRATION:

  • Rose Park Roasters
  • Aesthetically pleasing feed with a set color scheme
  • Mix of high quality and phone images�
  • Similarities
    • Post at least twice a week
    • Regram tagged images

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Ideas and recommendations: Branding

  • Logo
  • Color scheme
  • Tone of voice
    • Differentiate from just selling products
  • Target buyer personas
  • Keep consistent look

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Ideas and recommendations: Website

  • Create a website
    • Menu with photos
    • Google map
    • Events calendar
    • Social media page
    • Contact page
  • Have a clean and minimal design with new branding
  • Social media page should include Instagram scroll widget, a like button for Facebook page and links to Yelp and Grubhub
  • Include call-to-action on footer to follow social media accounts

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Ideas and recommendations: Instagram

  • Change profile photo to new logo
  • Higher quality content on the feed & post 3 times a week
  • IGTV videos showcasing menu & highlighting employees
  • Engage with users & businesses from the LBC
  • Buy ads/boost posts
  • Clean up bio & include hours
  • Whisper Special Promo Code

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IG FEED CURRENTLY

IG FEED WITH

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Ideas and recommendations: Facebook

  • Offer special deals for Facebook followers
  • Create content specific to the Facebook audience
    • Polls
    • Videos showing the process of making drinks/food
    • Employee spotlight posts
    • Contests
    • Create events
  • “Whisper” special promo code

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Content Buckets

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Ideas and recommendations: Yelp

  • Special promotions for users giving reviews
  • Respond promptly to negative reviews

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Ideas and recommendations: Grubhub

  • Add a business card with social channels and a small note stating “We would love to hear your feedback on our food quality”
  • Negotiate pricing with Grubhub
  • Have utensil kits for orders ready

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Timeline & Objective

  • Four months time frame:
    • Increase Facebook likes and following by 350%
      • From 1 to 350 likes
    • Increase Instagram followers by 150%
      • From 312 to 780 followers
    • Create a website within a month
    • Triple engagement on both Instagram & Facebook

Breakdown of payment:

$6,400 for 4 months

$20 an hour

Minimum of 4 hours everyday

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Partner with

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Creating partnerships, not just clients.

Let’s grab coffee!

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