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
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