RED BARN COFFEE ROASTERS AD CAMPAIGN

Campaign Members

Jennifer Burke

Alastair McDougall

Trevor Sullivan

James Bucknam

Jinlan Lu

Outline

Company background Red Barn SWOT analysis Competition’s SWOT analysis Survey Research Target Audience Ad Objective Media Strategy Advertisements

Red Barn Facts

Owners: Mark & Lisa Verrochi

Opened in1997 Locations: - Boston (2) - Southborough - Westborough - Hopkinton Industry: retail &

wholesale coffee

Red Barn Strengths:

Authentic New England Style Warm & relaxing environment Good quality coffee and food Emphasis on service & reasonable price Provides a healthy menu of single bean Wholesale

Red Barn weaknesses:

Lack of marketing expertise Location is lack of advantage

Ex: FH Unstable customer base depending:

Seasons Tourist

Various of competitors around the location

Undifferentiated products and services

Red Barn opportunities:

Hire a special locator

Being connected with people in the community

Expand the customer base

Differentiate the service that is different than competitors

Red Barn Threats:

Other beverage

No formal lease at FH location

Competitors: Starbucks DD McDonalds Food court Restaurants

Red Barn Coffee Survey

Left our surveys at Red Barn for a week and a half

Only 20 respondents11 Males and 9 FemalesAges ranged from 17 to over 50 years of age

Tried to find how the customers of Red Barn feel about coffee and their drinking habits

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Newspaper Radio Word of Mouth Outdoor Signs Online Happened towalk by

How Did You Hear About Red Barn Coffee?

Survey Data Analyzed

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Quality Price Variety Service Location Convenience Other

Why Did You Choose To Drink Coffee at Red Barn?

7 Survey Participants heard about Red Barn by word of mouth

10 Survey Participants happened to walk by

10 Survey Participants chose Red Barn because of quality

3 Survey Participants chose Location and Convenience

Survey Data Analyzed

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Excellent Good Neutral Fair Poor

How Would You Rate Your Experience at Red Barn Coffee?

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Once 2-3 Times a week Everyday Only If I'm in the Area

How Often Do You Drink Red Barn Coffee?

8 Survey Participants drink Red Barn Coffee 2-3 Times a week and only if they are in the area

2 Survey Participants drink Red Barn Coffee once a day and everyday

14 Survey Participants rated their experience at Red Barn Coffee as Excellent

6 Survey Participants rated their experience at Red Ban as Good

Other Findings…

More than half our respondents were over the age of 36 (12 out of 20)

More than half the men said the only reason they drank Red Barn was because they happened to walk by and not the fact they had heard about it through any advertising

13 out of 20 of our respondents said that they drank coffee everyday

Only 7 out of 20 respondents said they drank coffee for the taste, and 6 said they did it for a pick me up

6 respondents said they drank coffee because it was a habit or a routine

Competition

Starbucks

Dunkin Donuts

Green Mountain Coffee Roasters McDonald’s Wholesale

SWOT ANALYSISSTARBUCKSStrengths Recognized brand

name Starbucks ambiance Environmental

leadership Global alliances Large capital

Weaknesses Pricing Speed of service

Opportunities Non-coffee products Promotions with Lions

Gate Entertainment Books Drive-thru

Threats McDonald’s McCafés Dilution by non-coffee

products Saturated market

Dunkin Donuts

Strengths Largest coffee retailer Reputation In house baked goods

Weaknesses Unhealthy foods Little global

recognition

Opportunities Alternative cooking

oils Partnership with

Proctor & Gamble Introduction of new

“trendy” beverages

Threats McDonald’s McCafés Extensive advertising

McDonald’s

Strengths Great global brand

recognition Environment

commitment Coffee credibility

Weaknesses Unhealthy

connotations

Opportunities McCafés Beverage expansion

Threats Starbucks drive-thru Starbucks breakfast

sandwiches

Competition Survey Data

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Dunkin Donuts Starbucks McDonald's Green Mountain

Correlation (Coffee Shop/Reasoning)

Quality Price Variety Service Location Convenience Other

Correlation between Gender and Preferred Coffee Shops

More Males Preferred Dunkin Donuts and McDonald’s

More Females preferred Starbucks

Correlation between Preferred Coffee Shops and Reasoning

Majority Preferred Starbucks because of Quality Not for Price due to

Starbucks prices being 20% higher than competitors

Dunkin Donuts received a high rating for quality and price

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Dunkin DonutsStarbucks MCD's GreenMountain

Correlation (Gender/Coffee Shops)

Male Female

Campaign Objective

To create an advertising campaign that will persuade and remind coffee buyers that Red Barn Coffee Roasters does not only brew excellent coffee, but also gives the small town New England feeling of a warm, local environment for their customers to enjoy.

Target Audience

Primary Local working class ranging 25-40 Specifically people working in the Financial

District and Gov’t Center

Secondary Tourists around Boston ranging 30 and up

Slogan

“Start your day the New England way!”

Media Strategy

Run through early Spring and Summer Pulsing strategy High frequency through spring and

summer months Regular advertising all year round Distinguish location

Media Mix

Business card / coupon Hotels and local businesses

Outdoor sign Radio commercial

92.9 WBOS 100.7 WZLX 850 AM WEEI

Business Card Front

Business Card Back

Outdoor Sign

Radio Commercial

Stations: 850 AM WEEI 100.7 WZLX 92.9 WBOS

Air Time: 6 AM – 10 AM Mon. – Fri. During Red Sox home games Special weekend times

Radio Advertisement

Radio Ad Description

OPENING SOUND: City congestion (Traffic, Horns, Construction Work, Disgruntled Commuter Yelling in Boston Accent).

Dialogue: Between Customer and Red Barn barista.

SOUND: Customer sips the fresh single bean coffee and sighs with satisfaction.

SOUND: City congestion fades into rural nature (Birds, Nature, and tranquil New England).

Announcer: “City congestion cluttering your day? Try one of our high quality single bean coffees and escape to the tranquility of rural New England.”

Announcer: “Red Barn Coffee Roasters, start your day the New England way.”

Client: Red Barn Coffee Roasters

Product: Red Barn Coffee

Title: Escape to New England

Length: 15 Seconds

Writer: Red Barn Coffee Group

Medium: Radio

Playing Time: Every Hour (6AM-10AM)

Radio Stations

Ad Objectives

Perception

Persuasion

Association

Behavior

Thank you !