HELLO! My name is Josh and I was one of the Account Management interns this summer. First and foremost, I love ideas. Small ones, big ones, crazy ones, weird ones, funny ones, outrageous ones it doesn’t matter, I love them all. I decided to take some of my ideas I had for our coffee brand, Primary Coffee Co. and implement them into proposed social media post / campaign ideas.
My first step was to see what other companies were doing that had the same target market as Primary. I researched constantly for about two weeks until I had enough to build off of. I narrowed my efforts down into three companies that each possessed their own individual strengths in their market. Imogene + Willie had a very cohesive strategy on Instagram and Facebook by constantly posting motif influenced photography that allowed you to see what the company stood for without even looking at their products. Secondly, Just One Cup was an online based coffee company that posted quirky and whimsical graphics often on their Facebook and Instagram. Lastly, Frothy Monkey was really connected socially by posting events around Nashville and surrounding areas on their social platforms.
After this, I looked at their campaigns in terms of what worked and what didn’t. I then indulged in a practice I call “brain puking”. I wrote down over a hundred (literally) ideas with some detail on their execution. This took the longest out of all my steps by far.
After meeting with some social media guru’s here at redpepper I finally narrowed down my ideas to seven:
- Creative Champion of the Month: a local creative will be voted in by users and featured throughout the month on Facebook, Twitter, and Instagram. Their creative process and details regarding their work will be posted.
- Creative Brewing Process: Primary customers are coffee connoisseurs. So how do you educate them without offending them? Provide an outlet where users can post how they uniquely brew their coffee so that others can get tips without being bossed around.
- Contest - Design a Bag: Once every six months users will send in their own designs that illustrate what Primary means to them. Once a winner is chosen, their design will be featured and a limited edition bag will be produced.
- Your Primary Events: every Sunday Primary will post local shows, events, and concerts that are “Primary Approved”. Users will know that the social platforms are a trustworthy place to go in order to find out what’s going on during the week.
- Daily Primary Accomplishment: Primary coffee is made for creatives by creatives. Every week users can post a picture or description of what the coffee has helped them produce during the week. This will give other users a chance to chime in on others accomplishments by giving them tips or words of encouragement if they are having a creative block.
- Weekly Motif Postings: this aspect of the social campaign is the most important. In order to build a strong voice for the brand it needs to be displayed efficiently through photography. Every weekend representative photos will be posted in order to build the brands voice effectively.
- Roast / Blend Personalities: why not give each kind of coffee its own personality? From Drive to Delight Primary coffee blends and roasts will have their own voice that represents the step of the creative process they represent. Mondays will be Focus and Drive oriented where article and tips will be displayed that will help creative juices flow wild. Every Friday will be Rest focused and articles that help the brain rest easier will be posted.
I then moved to the media calendar aspect of the project. I had to look at each idea and find out when and how I should present them on social media platforms. Engagement normally is higher on Wednesdays, Thursdays, and Fridays so I made sure to schedule posts that required involvement on these days.
The idea process really helped me to think realistically. I normally try to think of the most outrageous and bizarre ideas that will make people look twice. This Primary social media plan made me look at constraints such as time and money that had to fit with the ideas I was proposing. Doing this allowed me to produce ideas that were feasible and could be implemented rather easily.
All in all, I didn’t think I’d learn as much as I did! I actually didn’t even know how far I had come until I reviewed what I had done. The project really helped me organize my thought process and make realistic decisions. Now all I have left to do is put them into action!