Telling the Story of Indian Coffee
Coffee Ideas! was founded in 2008 with the mission of bringing awareness to the uniqueness of certified coffees from India and to promote ideas of sustainable practices. The brand vision was to create sustainable coffee and cacao products, to offer good job opportunities, to offer professional advice to other entrepreneurs, and to contribute towards the development of the local community.
The Challenge
Coffee is seen as an emerging trend in India, particularly for local communities, as tea remains the leader in the consumption category. A company which seeks to bring awareness to the sophistication and complexity of Indian coffee, Coffee Ideas Inc, was challenged with the task of marketing Marc’s Coffee Roaster’s sustainably sourced products and sharing the story of Indian coffee to a cross-cultural audience. The target audience had varying access to resources which posed a challenge for popular marketing strategies with a digital first focus. While the brand communication utilizes English as the common language, the target audience displayed varying degrees of English language skills.
The Solution
Consumer research results revealed that the target audience primarily connected with the brand through contact at brick and mortar locations, followed by social media and email subscriptions. The team of consultants met with management to brainstorm best tactics of engaging with audience through these mediums, ultimately deciding to build an annual communications plan that focused on monthly newsletters that would be produced in print and digital forms.
Results
Multimedia content for 12 newsletters was created and placed into creative production. The newsletters narrated the story of Indian Coffee using a voice and vocabulary accessible to an audience with varying level of English. These newsletters was distributed monthly following the communications plan devised and set in place by the team.