Blue Bottle Coffee
Co.

MKT305 IMC

Agenda
Introduction
Target Markets
Mission
Blueprint
Each method
Examples
IMC Example

Introduction

Company Overview
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Oakland California
2002
15 Locations
High quality coffee
Freshest possible coffee •
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Brewed Coffees
Espresso beverages

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Fresh roasted coffee beans

Coffee making tools
Others

Benefits
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SF based coffee brand high quality fresh exclusive community

Target Markets
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Coffee drinkers who are quality oriented in San Francisco Bay Area
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Coffee drinkers who care about local businesses
Coffee drinkers who support local brand
Travelers who like to drink coffee Working professionals who need coffee everyday

Primary Target
Coffee drinkers who are quality oriented in San Francisco Bay Area

Psychographics of primary target group
• less price sensitive
• care about quality
• care about the experience
• like to shop in farmer’s markets/ natural organic fai
• like S.F.

Mission
To increase awareness from 15% to
30%
in 8 months

Blueprint

List one

List two

Have you ever heard?
Are you aware?
Do you know?

List three High quality coffee
Fresh coffee beans
Exclusive community

Each Method Examples

Public Relations
Blue Bottle’s Brunch Party
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First 100 members
Journalists from selected sources o San Francisco Chronicle: JK Dineen: @SFJKdineen (Reporter) o SF weekly: Anna Roth @AnnaRoth (SF weekly Food Editor) o Culture Magazine o Gastronomica Magazine o Spotify Online Radio o Pandora Online Radio

Public Relations
Blue Bottle’s Brunch Party
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Influential trend bloggers
Darya Rose: Summer Tomato oAnita Chu oCheri Lucas: Writing through the Fog oTara Condell: Food & other things

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Content producers from websites oZagat oYelp oTrip advisor

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Online influential websites

Public Relations
Contest : @BlueBottleRoast and
#VIPBrunchParty

Most Retweets will receive a Blue Bottle Mug

Public Relations
Post Event

Advertising
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Focus of comments from influential sources such as
Zagat, Yelp, Trip Advisor, etc. •

Printed media: oCulture Magazine oGastronomica Magazine

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A spot for online radios: oSpotify Online Radio oPandora Online Radio

Sponsorship
"Proud sponsor of Green Festival"

America’s largest and longestrunning sustainability & green living event
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Green and Sustainable Living with Coffee
More than 250 eco-friendly businesses
Free samples

Date: November 14-16, 2014
Place: Fort Mason Center

Cause Marketing
“Coffee for Community in San Francisco Bay Area”

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Founded in 1948
An incubator for