Creating Persona and Social Media Objectives to Drive Business Goals

Please follow attached file

Case: 

Sprout Coffee (made up company) is a Wave 3 coffee company based out of Chicago, IL started in 2015.   Sprout has over 25 locations now located in Chicago primarily (15 locations) and have remaining locations in other Midwest cities such as Grand Rapids, MI, Milwaukee, WI, Madison WI, and Indianapolis, IN.  The competition is other Wave 3 roasters such as Intelligentsia Coffee, Stumptown Roasters.  Sprout has good revenue and is growing, but is growing slower than competitors.  Sprout wants to attract some more investment but needs to get revenue going in order to secure outside funding.

Sprout fits the Wave 3 Coffee Definition:

“Increasing coffee quality, more direct trade, a greater emphasis on sustainability, lighter roast profiles, innovative brew methods – these are all intrinsic to third wave coffee. We chase sweetness, complexity, and distinctiveness in our brews. And we’re happy to pay more to receive this.” April 10, 2017 Perfect Daily Grind

To generate higher revenue, the owners determined they need higher awareness of Sprout coffee.  People that try Sprout love it and are loyal customers.  But so many just do not know about them. 

The owners love to make the best coffee and create a great vibe in the coffeehouses.  But they do not concern themselves with marketing. They decided to hire, Tyler, as the marketing lead to generate increased revenue ahead of trying to get more funding.  Right away Tyler focused on the lack of a social strategy and poor execution to date.

Tyler started setting the strategy, so far he has done a quick competitor review and internal audit. 

Results of Internal Audit & Competitor Review:

1)    Primary channel is Instagram but low levels of engagement (lower than benchmark and our competition). Post frequency is 3-4 times per week.  No clear content strategy.

2)    Facebook page and post what is on Instagram to Facebook. No engagement. Limited reach with no media.

3)    No other channels.

4)    Competition does really well on Instagram (lots of engagement) and seem to get more engagement on FB with interesting blog posts and local events. One competitor even has set up a FB Group.

5)    No paid media in social. 

Tyler also gathered target data and did a survey to understand Sprout’s customers better.  He wants to make they are smart about targeting.

Create persona from data gathered.  Then establish two social media objectives for Sprout for 2021.  Where should they focus social to help drive their business goal?

Submit this document with work completed on D2L in Assignment#2 folder

1)    Persona (Week 3, Video 1)

 Target (as defined by Marketing Strategy):

• Women, ages 25-35
• Household income +$100K, full time work
• Heavy coffee drinker & other coffee house beverages (up to twice daily)
• Buys a lot of artisanal foods, wine, beers
• Believes in supporting local stores / businesses
• No children
• Live in primarily urban Midwest areas (Chicago, Indy, Madison, Milwaukee)
• Prefer and purchase fresh food, not processed foods
• Buys coffee/drinks currently at Starbucks and Peets
• Focused on sustainability and believes in fair trade product 

Insights/Pain points/Life goals (gathered through a survey given to customers):

• Likes to be the one that is first to know about a new restaurant or food trend
• Friends and family are a priority; that’s what makes life full. 
• Time is big issue – never enough of it so always feels like doing everything halfway.

Read the below articles and pull out a few more consumer insights / pain points

https://www.nrn.com/breakfast-journal/millennials-coffee-habits-percolating-big-sales

https://www.usatoday.com/story/money/2019/08/26/millennial-eating-decisions-healthy-convenience-social-elements/2072794001/

Write up one Persona for Sprout Coffee  use above Target info, insights and articles.  Feel free to add visual if you want, not required. (15 points). 

2)    Write two potential Objectives for 2021 (look at Week 4, Video 1 for examples must follow SMART criteria) Why did you chose these? (10 points)