BRAND PROMOTION
In COMSTRAT 310, Digital Content Promotion, students are tasked with creating and marketing a brand from scratch. This brand could be in retail, hospitality, food and drink, a non-profit, or other approved business endeavor. With that—and my unyielding love for coffee—in mind, I created Black Dove Coffee Co.
Black Dove is based out of my hometown, Las Vegas, NV. This is a place for young creatives to feel at home and welcome. From a young age, I've always loved the idea of traveling and experiencing different cultures. But at that time in my life, I didn't have the means to see these dreams into fruition—other than eating at whatever ethnic restaurant I could afford or meandering through the isles of Cost Plus World Market. From these experiences blossomed the inspiration for Black Dove Coffee Co. This coffee shop is a destination all its own, with flavors unknown to many westerners.
Throughout Summer 2021, I built Black Dove a website, social media pages, and other valuable products. I created a media schedule and sent marketing emails using Constant Contact. Then, I tracked the brand's popularity using Google Analytics.
CLIENT
Black Dove Coffee Co.
WHERE
Las Vegas, NV
WHEN
June - July 2021
CAMPAIGN ELEMENTS
This campaign was broken into six phases: Define the Vision, Build Project Foundation, Set up Digital Assets, Develop Content Strategy, Implement Campaign, and Review Metrics. Each phase had different objectives, from developing a name and color scheme to devising a social media content schedule.
The mission of this campaign was primarily to promote brand awareness. Additionally, I worked to promote brand loyalty. My goal was to convert the curious coffee drinkers, to drive them away from the mundane coffee houses in the Downtown Las Vegas area. The aim was for Black Dove to be the go-to local coffee shop for young, unique individuals.
SWOT ANALYSIS
Strengths
There are no other coffee houses in the Las Vegas area that offer flavors like Black Dove's. Many, if not all, coffee shops apply a fee for plant-based options; not at Black Dove Coffee Co. This shop provides quality drinks without being a chain, which allows them to provide a safe, comforting environment for the community.
SOCIAL MEDIA PRODUCTS
MARKETING EMAILS
Above are two examples of mock emails that were sent to Black Dove's subscribers. Click the image to see the full email.
REFLECTIONS
This campaign showcases my cumulative knowledge from my studies in the Integrated Strategic Communications program at WSU Everett. Throughout this campaign, I've implemented SEO tactics, broadened my understanding of media communications, and measured my success along the way.
The PowerPoint below summarizes much of what I learned from this endeavor.