TO: Elizabeth Marazita, Wanderer’s Teahouse

FROM: Erica Swoish & Kathryn Watts RE: Communication Strategy Proposal DATE: Sept. 30, 2012

Following an initial meeting with Wanderer’s Teahouse (WTH) and research into their existing public relations plan, the following is a compilation of initiatives and goals for the upcoming year. These initiatives are meant to continue community outreach and increase media awareness for the Teahouse.

Audiences

Michigan State University and Lansing Community College students

International students

East Lansing and Lansing residents

Broad Art Museum patrons

East Lansing and Lansing corporations, businesses and professionals

Health conscious consumers

Goals

Promote WTH events, community involvement, products and services to the Michigan State University, East Lansing and surrounding communities

o Distribute news releases and media alerts for content of interest o Increase social media presence on Facebook and Twitter o Create a presence in the blogging world to gain customer interest as well as

develop relationships and spark conversation

Increase WTH sales and customer base to allow Teahouse to stay open in the future

SWOT Analysis

Strengths

WTH is well known in the Michigan State University and East Lansing communities as the go-to teahouse. It’s brand presence is prominent and in the forefront of customer’s minds

The Teahouse’s setting and atmosphere is well done and promotes their brand image consistently

Weaknesses

WTH is not utilizing all opportunities to increase profits. The lack of an online store is inhibiting their customer reach and idling profits when they could be improving

Opportunities

The Teahouse is an independently-owned business which makes it unique to the East Lansing community, comprised of many corporate companies. This image should be capitalized on and used to encourage local support of the business

WTH needs to expand their online presence for the Michigan State and East Lansing communities, along with the broader community of those online interested in health and wellness

Threats

Wanderer’s is threatened by other big business restaurants and cafes in the East Lansing area, especially along Grand River Avenue. Their ability to spend more on advertising, public relations and marketing poses a threat to the Teahouse and their customer base

WTH has a very loyal customer base, but needs to expand it in order to increase profits as outlined in the company’s goals. This immediate need is hindered by the fact that loyalty takes time and isn’t built instantly

Key Messaging

Wanderer’s focuses on healthy living and promoting it to its surround communities by providing organic food and drink options

WTH is affordable but still good quality and good for your health

The Teahouse’s setting is ideal for studying, meeting with groups or relaxing after a stressful day. It is warm and inviting to all customers, new or old

WTH is dedicated to creating a welcoming atmosphere for international customers and promoting cultural acceptance within the community

The Teahouse’s owners’ knowledge of their products, as well as other countries and cultures, adds to the authenticity of the Teahouse and it’s international feel

WTH hosts many events designed to educate customers and keep them coming back for more

Existing Digital Platforms

Website

WanderersTeahouse.com

RedCedarAcupuncture.net Facebook

Facebook.com/WanderersTea, Wanderer’s Teahouse – Friend Page o 991 Friends

Facebook.com/WanderersTeahouse, Wanderer’s Teahouse – “Like” Page o 892 Likes

Twitter

Twitter.com/WanderersEL, Wanderer’s Teahouse o 100 Followers o 62 Following o Last updated April 28, 2012

Strategies, Tactics & Initiatives

Sparty’s Tea Services

Five teas available for sale at different Sparty’s locations

Teas offered at Owen and McDonel Hall and will be available in Shaw Hall beginning February 2013

Promote tea availability to the Michigan State community and build awareness of its presence

Main Sparty’s office contact- Mike Harding

Catering Services

Summarize feedback from summer 2012 business calls to local companies; collect list of top five interested in the service for follow up and tea tastings

Focus additionally on local retirement centers for this service

Murder Mystery Afternoon Teas

WTH will host a Murder Mystery event for a maximum of thirty people, with a student fee of $20 and $25 to the general public

Costumers would participate in a murder mystery skit, with characters to portray for each person

Aim to hold on away football weekends

Sunday Afternoon Teas with a Theme

Halloween/Murder Mystery Tea (October)

Thanksgiving Tea (November)

Tiny Tim Christmas Tea (December)

Boston Tea Party (January)

Valentine’s Day Tea (February)

Saint Patrick’s Day Tea (March)

Shakespeare’s Birthday Tea (April)

Mother’s Day Tea (May)

Develop strategy to promote Themed Teas every month, without sounding repetitive to customers

Powerful Women’s Tea

In connection with East Lansing High School, WTH will host a powerful women’s tea, where influential women from the East Lansing community will meet with students from the high school in a casual but business professional environment

The goal is to encourage these students to continue their education after high school and to reach for their dreams

Initial Tea will be hosted on October 21, 2012

A second Tea will be hosted on November 18, 2012

Would ideally be hosted once a month

Student Organization Meeting Space

Allow student organizations from the MSU community to host their weekly or bi-weekly meetings at the Teahouse

Currently utilized by the Italian and French clubs

Goal is to strengthen the bond between the East Lansing business and Michigan State student communities

Create awareness of WTH as a meeting place option and an ideal location for all student groups

Broad Art Museum Opening and Partnership

Current opening date scheduled for November 9, 2012

Sparty’s in museum will serve WTH teas

Brainstorm ideas for strengthening connection between WTH, the MSU community and art museum visitors

Create promotional materials to bring customers to the museum and museum patrons to the Teahouse

Research advertising responsibilities for Museum tea services

WTH Website

Add store to purchase teas online

Link WTH website to RCA website Post in-store menu on website

Contact MSU student web designer about updates to the site (Kelvin)

Greater Lansing Visitors Bureau

Verify if WTH needs to renew their membership with the organization for the year

Work in connection with the Bureau to promote the Teahouse in the community and to visitors

Wanderer’s Blog about Health, Wellness and the Tea Community

Create a branded Tumblr blog

Featured content ideas: o Interviews with staff, customers and the owners o Post links to content on health, wellness and tea o Post Tumblr reblogs based on brand image

Update blog weekly, two to three times with brand related content

Social Media (Facebook)

Develop content about events, products, services, and health and wellness

Update cover photo and profile information to make sure it is up to date

Social Media (Twitter)

Tweet content about health and wellness, along with tea related information

Look for relevant hashtags to retweet

Use to advertise upcoming events

Timeline

October o Decide on promotional strategy for McDonel and Owen tea offerings o Summarize feedback from summer 2012 business calls to local companies;

collect list of top five interested in the service for follow up and tea tastings o Develop strategy to promote monthly Themed Teas o Brainstorm how to awareness of WTH as a meeting place option and an ideal

location for all student groups o October 21: Powerful Women’s Tea

Prepare for Tea; compile list of needs and dates o Research advertising responsibilities for Broad Museum tea services o Create branded Tumblr page and start pushing content o Check social media pages and look for any needed informational updates o Halloween/Murder Mystery Tea

November o November 9: Broad Art Museum Official Opening

Create promotional materials to bring customers to the museum and museum patrons to the Teahouse

o Thanksgiving Tea

December o Tiny Tim Christmas Tea

January o Boston Tea Party

February o Valentine’s Day Tea

March o Saint Patrick’s Day Tea

April o Shakespeare’s Birthday Tea

May o Mother’s Day Tea

Budget

Wanderer’s Teahouse is responsible for the purchase or reimbursement of outside or out-of-pocket expenses relating to the services requested. This could include printing costs, binders, postage, etc. Wanderer’s Teahouse will always be asked for approval before any financial transactions are made.

Evaluation

Record tangible media coverage o Clips and coverage summary

Increase Facebook “likes” and record any feedback received via the page

Increase Twitter followers and record any retweets or @replies

Increase attendance of events

Other evaluations will be made on a project to project basis

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