Emma Chamberlain’s New Coffee Blend: A Spirit of Thanksgiving
In my PR250 class, I created a public relations campaign so that Emma Chamberlain could advertise her new Thanksgiving Coffee Blend using food trucks that would visit several Los Angeles-area colleges' campuses. This presentation gives a general idea of how something would look.
Any resemblance to actual events is coincidental.
Product
Promoting Emma Chamberlain's new coffee product called the ‘Hairy Hedgehog Blend’ which is pecan pie flavored.
Strength
Renowned brand and product
Ethically sourced ingredients and sustainable packaging
Variety of flavors
Good social media presence
Well-rated customer service (4.8/5)
Opportunities
Influencer collaborations
Highlight the spirit of giving back and community especially in light of the pandemic
Weakness
Expensive
Familiarity of brand is not too high
Competitiveness (Dunkin’, Starbucks, Peet’s…)
SWOT
Based on the PR campaign that I created, I have analyzed the external and internal factors for the campaign.
Threats
Contains replicable coffee recipes that can be done at home for lower costs
Less shipping available to a variety of countries
Only limited to Australia, Canada, New Zealand, France etc
Objectives
Raise awareness of Emma Chamberlain’s new coffee blend by 20% as measured by website traffic.
Raise awareness of Emma Chamberlain’s donation efforts to animal shelters by 15% as measured by survey responses from college students.
Audience Data
Tactics:
Coffee pop-up truck in Los Angeles Universities
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Free cup of sample coffee
Students can try the latest coffee flavor blend that Chamberlain Coffee has launched
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QR code for donation
Students can donate 5 or 10% of their money towards the LA animal service every time they purchase the new coffee blend
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Photo booth at the side
Photo booth will provide props (ex; “what are you thankful for”) for students to take photos with and post on social media
#Emmax(shelter name), #Emmaxcoffee, #Chamberlaincoffee
PESO Model
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Paid Media
Targeted ads on TikTok and Instagram
Paying the school news magazine to promote the event
Late night talk show inviting Emma and the LA animal service
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Earned Media
Free PR packages for college ambassadors or student associations to share and review on their social media
Students retweet or repost photos on mainly their Instagram
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Shared Media
Actively posting about coffee, animal shelter, pop-up event related posts on social media
Reposting or retweeting social media posts related to the pop-up truck
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Owned Media
Promote on both Emma Chamberlain and animal shelter’s social media
(E.g. Instagram/Twitter, YouTube, Website, Spotify Podcast)