Local Coffee Shop Marketing Plan

UNH Marketing and Advertising Club – Spring 2020 – Team Project

Team – Maxim Begin, Matthew Bennett, Brady Johnson, Nicholas Salcito

Overview

My team’s goal for Spring 2020 was to increase Saxby’s (a chain coffee shop with a location in Durham, NH) customer base, especially to underclassmen. The problem was that Saxby’s was located on the opposite side of campus to most of the freshman dorms. In other words, most of the freshmen didn’t even know Saxby’s existed.

Instagram post of the team next to our marketing plan poster
Image is taken from @unhmac on Instagram of our poster my team and I presented.

Proposal

Our proposal to Saxby’s was to work with dormitory residential advisors to post advertisements, coupons, and free coffee coupons to promote awareness to Saxby’s. We also suggested hosting tables inside the library, cafeteria, and other areas where many freshmen traffic gathered to give out coffee samples and coupons as well. Since the goal was to promote awareness of the brand, we thought this was a great plan to invest and give away free samples so underclassmen would be able to try delicious Saxby’s coffee.

We also brought up the importance of social media engagement with the community. Saxby’s has an Instagram account for the chain, but not one specific to the Durham location. The reason we thought it was a good idea to have one was that it can be made much easier to promote store-specific deals and promotions within a community. The interaction with UNH students and Durham residents with a Durham Saxby’s account can be made more accessible with a local account.

marketing plan poster
The final proposal was created within Google Slides and printed on a poster board.

Results

Unfortunately, the project was completed a couple weeks before the world was struck with COVID-19, and all the students in on-campus housing (underclassmen) were sent home and not allowed back for the remainder of the semester, so we were unable to see if our promotional plan worked. However, I believe it would’ve been successful under other circumstances.