Fourth Wheel Coffee

Challenges & Insights• Lack of brand awareness • Low budget • Premium price • New to market • Limited web access • Undefined audience

Insights & Key Findings

Strength & Opportunity

Opportunities: home brewing, online presence

Strength: freshness, growth an

Key Findings• Family owned company - 4th Generation • Hand signed coffee bags • Emphasizes fresh coffee guarantee • Roasted-to-order • Delivered to your front door

• Fourth Wheel is a unique brand and product - It is in it’s own category.

• Differences: freshly roasted to order philosophy and commitment to true coffee tastes

• We believe that discovering quality coffee is an evolutionary process spanning from chain coffee cafes to specialty home brewing.

Objectives- Raise brand awareness

- Sell 150 bags per month

- Create a connection between fourth wheel and the consumer

- Educate the consumer on the brand and brand message

- Expand the product line to be available in stores

Coffee drinkers, with a moderate or higher income, who appreciate the coffee making process and the coffee quality and taste.

They care about the freshness of their coffee and they want to be educated about the process of how their coffee is made.

Conscious Supportive

Actions reflect values

New marketplace: fresh coffee.

Target Market & Audience

Bridging The Gap

Branding: Bridge the gap

Identify with principle-minded individuals.

Positioning: The core of the brand is the freshness. Branching from that, the spokes of four values that make up the wheel.

TASTE

ENVIRONMENT

FRESH

FAMILY

OWNED

EDUCATIONAL

The Bitter Truth VS. The Better Truth

Creative - Print

THE BITTERTRUTH:

THE BETTERTRUTH:

COFFEE STARTS TO GET BITTER ONLY 15 DAYS AFTER BEING ROASTED.THE CREAM AND SUGAR ADDED TOMASK THE TASTE IS ADDING ON UPTO 3 POUNDS A YEAR PER AVERAGEAMERICAN COFFEE DRINKER

FOURTH WHEEL COFFEE COMESFRESH FROM OUR EL SALVADORPLANTATION TO OUR ROASTERS INMAINE. WE TAKE PRIDE IN THE FACTTHAT YOU CAN DRINK OUR COFFEEBLACK. THAT'S RIGHT, BLACK.NOTHING BITTER ABOUT THAT. WE PROMISE.

THE BITTERTRUTH:

THE BETTERTRUTH:

1.1 MILLION HECTARES IN COFFEE IN LATIN AMERICA ARE SUN CULTIVATED AND OFTEN REQUIRE THE USAGE OFCHEMICAL FERTILIZERS,HERBICIDES, AND INSECTICIDES

FOURTH WHEEL COFFEE ISSHADE GROWN RESULTING INBETTER TASTING COFFEE WHILEMINIMIZING THE IMPACT OFGLOBAL WARMING,IMPROVING THE REGIONS BIRDHABITAT AND NATURAL PESTCONTROL

THEBITTERTRUTH:

THEBETTERTRUTH:

COFFEE BERRIES DO NOTRIPEN UNIFORMLY.

MECHANICALLYHARVESTING THE ENTIRECROP AT ONCE RESULTS

IN THE PICKING OFBERRIES THAT ARE NOT

FULLY DEVELOPED

FOURTH WHEEL COFFEEBERRIES ARE ALL HAND

PICKED AT PEAKRIPENESS, ENSURING

THE QUALITY ANDPROVIDING THE BEST

TASTING COFFEE BEANS

PRINT ADS Our online advertisements are the

core of our campaign. The content of each ad will inform consumers

of the various bitter truths of coffee in

comparison to the better truths of fourth wheel

coffee

Creative - Digital Strategy

The digital strategy for “The Bitter Truth vs. The Better Truth” focuses on strengthening and expanding Fourth Wheel Coffee’s content. This will dramatically increase the number of social media followers and stimulate interaction with the brand, therefore using these interactions to promote the Fourth Wheel’s presence digitally.

Social Media/Digital

Facebook New profile picture/cover photos Theme days #CoffeeBits - every Monday, coffee facts #TBT - every Thursday, company facts New copy for header. company info & background Twitter New profile picture, cover photos and biography Original copy and hashtags Instagram New profile picture and new biography Resized images - images must be square

Objectives Educate and raise awareness

Foster a community and brand voice

Platforms Leverage Bitter Truth vs Better truth, Share the truth/Spread the truth campaigns

Website Redesigned - sleek, easy to use interface Dedicated page to family history Section on fresh aspect of coffee Bitter after 30 days Bitter truth vs Better truth Consistent blog posts Once a month Possibly from Hans himself SEO key words

WHY DRINK BITTERWHEN YOU CANDRINK BETTER?

#bittervsbetterTASTE IT.

DON'T JUST DRINK

YOUR COFFEE

#bittervsbetter

Fourth Wheel’s digital and social strategy will focus on educating potential consumers about coffee - how it’s grown, the importance of freshness, where it comes from, shelf life, etc - and raising awareness on Fourth Wheel’s approach to coffee in day-to-day lives.

Social Media

Twitter

LinkedIn Pinterest

Fourth Wheel Coffee Stickers

Social Media

Website needs to be redesigned in a more sleek and easy-to-use fashion including a new domain name (fourthwheel.com) which is currently available.

Website

Mobile AppThe app features include an online shop, with order and process tracking, a brand story and coffee tips.

Order: placed -> roasted -> shipped-> delivered.

Direct Marketing Messaging: Information about the plantation Unique coffee making processCoffee Tips & Recipes Additional Articles (ex. Health)

Timing/Planned Schedule: Automatic after first purchase/signing upBi-Weekly/Monthly newsletterIncrease frequency during seasonal times

Offers: Promotional Codes Seasonal Promo Codes

Share the Truth

Loyalty Card [Digital]

Enter to Win

Spread the Truth

Bring Your Coffee to Work

Sales Promotions

Guerilla Marketing / Event

Fourth Wheel on Four Wheels (Campaign Launch)

• Traveling cart offering brewed coffee samples of each Fourth Wheel roast

• One week, various locations • Create exposure, brand visibility,

build consumer base • Stickers, flyers, and promotional

codes will also be distributed • The cart will continue to make

appearances for other Fourth Wheel Events

Objective - Generate positive media coverage

Public Relations • Pitch various outlets and influencers Fourth Wheel Coffee’s product and story,

as well as scheduled upcoming local appearances made by Hans • Send influencers a sample size of Fourth Wheel Coffee’s product

• Dear Coffee I Love You • Pure Coffee Blog • Coffee Geek • The Coffee Compass • Coffee Sage • I Need Coffee • Coffee Strategies

Coffee Blogs “Mommy” Coffee Blogs• Mommy Needs Coffee • Mommy Loves Coffee • Busy Mom Blog

• Boston Globe • Boston Herald

Local Newspapers

• Roast Magazine • Fresh Cup Magazine • Barista Magazine • Coffee Talk • Tea and Coffee Trade Journal • Coffee Review • Boston Common Magazine • Boston Magazine • Improper Bostonian

Magazines

Recommended companies/businesses to work with: - Speciality Food Stores, Farmers Markets

- City Feed, Harvest Co-Op

- Shared Office Spaces

- Cambridge Innovation Center

- Oficio

- Workbar

- NGIN Workplace

- Innovation district - District Hall

Sales Promotions : - Bulk Pricing For Business

- Partner Perks

Business to Business StrategyThe focus of the business to business strategy will be to create more distribution channels and develop relationships with local companies that will increase product visibility and sales.

28

Media PlanMedia Plan

Media Objectives •Raise Fourth Wheel Coffee brand awareness•Create a connection•Educate consumers• Increase outreach

Platforms: non traditional & social media -> build relationships

Campaign Launch

2 Weeks Ongoing Campaign Launch - once a week

Soft Launch

Campaign Start 3~4 Months

Overall Campaign (3~4 months) - Soft Launch (2 weeks) - Objective: Spread awareness - Tactics: stickers, posters, social media postings, and digital ads. - Ongoing Campaign Launch (1 week each, lasts 2~3 months) - Objectives: - Get people to try Fourth Wheel Coffee - Educate consumers about its coffee-making process

Tactics: “Fourth Wheel on Four Wheels” cart, public relations outreach, digital ads and social media

Future Investments Coffee Cart

- $3000Online Ads

- Fresh Cup - $450 - $800- Roast Magazine - $250 to $800

- Boston Magazine - $3100- Improper Bostonian - $3500

Website Redesign Domain

- New domainfourthwheel.com

- $10 a yearHost

GoDaddy.com- Full service online store

$60 to $300- New Template

$40 to $100

Social Ads - Facebook, Twitter & LinkedIn

- Two options:- Cost per click

- Cost per 1,000 ad views

Set your own budget

Budget5%

10%

35%

50%

Offiline Tactics Online AdvertisingWebsite Redesign Other (Tastings)

Works CitedBusiness Insider

Boston Magazine

Daily Finance

eHow

Esquire

Fourth Wheel Coffee

HubSpot

MassChallenge

Midwest Barista School

Mintel

Muddy Dog Roasting

Company

National Coffee Association

USA

Peet’s Coffee & Tea

Salon

SBDCNet

Stumptown Coffee Roasters

T. Rowe Price

Xconomy

Special ThanksRamon Calderon

Rainnie He

Carina Li

Noelle Madrigal

Brianna Martinelli

Shaina Rifken

Mimi Vecchione

TeamEmerson College Marketing Communications Department

Fourth Wheel Coffee

Hans Homberger

Douglas Quintal