Introduction

Littlefoot Coffee Roasters (LCR) is a distinguished café and roastery located in Grandville, Michigan. Established in 2017, LCR began its journey in Chicago, where it initially operated as a roastery selling coffee beans through pop-up events at farmers' markets. Founded by two entrepreneurial sisters with a vision of self-employment, LCR relocated to Grandville in 2019 with growth ambitions. With over 25 years of combined experience in the coffee industry, the co-founders are passionate coffee connoisseurs who source beans from global coffee-growing regions, including Central America, South America, and Africa. Their philosophy, “Exceptional Coffee Grown by Exceptional People,” reflects their commitment to quality and sustainability. LCR’s seasonal offerings, available through a subscription service, aim to provide consumers with novel experiences. The brand is characterized by its environmentally conscious mission and inclusive values, striving to improve both the coffee and the world one “Littlefoot” at a time. The client's mission is to make specialty coffee accessible to a diverse range of coffee enthusiasts. Today, Littlefoot Coffee is available directly to consumers through its online store and on-site at the roastery, as well as through wholesale partnerships with coffee shops, restaurants, retail outlets, and grocers.

The company aspires to transform its roastery into a must-visit destination in Grandville. The café, situated in an industrial area on a less visible side street, faces visibility challenges compared to a nearby, more prominent coffee shop. Despite this, LCR differentiates itself with its in-house roastery, coffee tours, a welcoming café atmosphere, and eco-friendly practices. Around two years ago, LCR transitioned to using compostable 12 oz bags, the most sustainable option available with current technology. They also repurpose burlap sacks used for coffee beans for gardening, crafting, and decorative purposes, thus minimizing waste. Additionally, LCR is

actively involved in community clean-up initiatives, such as city river clean-ups, where they provide coffee to participants. These efforts contribute to environmental sustainability and enhance brand visibility within the community.

The Littlefoot Coffee Roasters brand is a testament to its unique identity. Embracing a philosophy of authenticity, the company avoids imitating more prominent brands, instead embodying the spirit of "being the best little foot we can be." The brand is known for its organic, friendly, and approachable image, represented by a mascot resembling a smaller version of Bigfoot, always holding a cup of coffee. This mascot humorously illustrates a small creature's urgent need for coffee. LCR’s branding is distinctive, reflecting its unconventional approach and resonating with a broad audience. Their target demographic encompasses coffee drinkers of all ages who are adventurous and interested in exploring new flavors and learning about coffee production. LCR seeks consumers who appreciate their meticulous sourcing and production processes.

Currently, LCR employs several strategies to enhance its visibility and build community engagement. The café hosts events such as the quarterly COFFEE + MAKERS market, roast demonstrations, and tastings, and collaborates with small businesses to distribute their beans. Monthly music showcases, called After Hours, feature live music, food trucks, and non-alcoholic beverages, creating a festive atmosphere that attracts patrons and aligns with the brand’s ethos. However, the company faces challenges in social media engagement. While they have a modest following on Instagram and Facebook, consistent content posting has been challenging. Although boosted posts have not significantly increased engagement, they have improved event attendance. A successful fifth-anniversary campaign involved sending mail pieces to online

purchasers, expressing gratitude, and including promotional codes, which effectively boosted sales and re-engaged both loyal and inactive customers.

In conclusion, Littlefoot Coffee Roasters has established itself as a distinctive, community-oriented brand in the coffee industry. Its dedication to sustainability, strong community ties, and unique brand identity differentiate it in a competitive market. To further enhance awareness and drive traffic to its café and roastery, LCR needs to refine its market understanding and consumer insights. The following section will present detailed research and analysis to support LCR in achieving its campaign objectives.

Research

Secondary Research

Methods

The secondary research methods will consist of an extensive review of articles and a thorough analysis of existing studies on several key areas: the coffee industry, small business marketing strategies, and sustainability practices. By leveraging various credible sources, the research aims to gather comprehensive insights and relevant data to support the study’s objectives. This approach will help identify trends, challenges, and opportunities within the coffee industry and best practices for small business marketing and sustainable operations.

Problem Statement

Littlefoot Coffee Roasters (LCR), a newly established coffee shop in Grandville, Michigan, aims to carve out a niche in a competitive local market and attract a diverse customer base. The primary challenge lies in effectively identifying and engaging a broad audience while simultaneously building brand awareness and loyalty. LCR risks ineffective marketing efforts, underutilized resources, and potential failure to establish a loyal customer base without clearly understanding the target market’s preferences, behaviors, and values. Additionally, sustainability and community engagement are influential factors that affect the marketing strategy.

Conducting thorough research is crucial to address this challenge, as it provides a foundation for developing data-driven marketing strategies. By leveraging secondary research methods to analyze industry trends, consumer behaviors, and successful marketing practices, LCR can gain the insights necessary to create successful communications.

This research will ultimately aid LCR in crafting a comprehensive public relations campaign that resonates with the target audience, promotes brand loyalty, and ensures long-term success in a competitive market.


Statement of Purpose

The purpose of this research is to identify and analyze key factors that influence the success of marketing campaigns for small coffee shops. By understanding the target audience's demographics, preferences, and behaviors, as well as industry trends and best practices, the research aims to provide insights that will guide the development of a comprehensive public relations campaign. This campaign will help Littlefoot Coffee Roasters effectively raise brand awareness, attract a diverse customer base, and establish a loyal community of coffee enthusiasts.


Audience Analysis

The scope of messaging for this campaign is to reach an audience that still needs to gain knowledge of the client and raise awareness of the client to local consumers. The client describes their age demographics as college students to 60+ years old. Educational status is irrelevant to this client’s consumer base; consumers drinking coffee are not determined by education level. Client demographics of sex or gender are all-inclusive, as well as race or nationality. Regarding

geographics, the ideal consumers for the client will be located within a 30-mile radius of the business in Grandville, Michigan. This would also be determined by consumer willingness to commute to the company. The psychographics for the client’s target audience include people who are adventurous and want to try something new. A consumer who enjoys trying new places, learning how the product is made, and enjoying a tasting experience.

Findings

Coffee, The Industry, & The Economy

What is coffee? Coffee is the most commonly consumed beverage in the US, even more so than tap water. “According to a 2022 survey that examined how much money Americans spend on coffee each month, 31 percent of respondents stated that they spent between 11 and 20 U.S. dollars on coffee each month while at home (Statista,n.d.).”

Some consumers who enjoy coffee often may need to realize that coffee beans come from a plant grown on trees, and the beans come out of a cherry that grows from said tree. “All commercially grown coffee is from a region of the world called the Coffee Belt. The trees grow best in rich soil, with mild temperatures, frequent rain, and shaded sun”. The best spots for coffee to be grown are in the “Equatorial zone" called “The Bean Belt,” located between latitudes 25 degrees North and 30 degrees South.” Coffee is grown in over 50 countries worldwide, including Puerto Rico, Mexico, Guatemala, Kenya, Vietnam, Ecuador, and Brazil, which is the largest producer, just to name a few places (NCAUSA, 2023). Depending on what a brand or coffee shop is looking to sell, it influences where they choose to source their product. Much like any other industry, not all coffee is made equally, so this decision could significantly impact a business.

The total economic impact of the coffee industry in the United States in 2022 was $343.2 billion, a 52.4% increase from 2015. Research shows that consumers spent nearly $110 billion on coffee in 2022 (NCAUSA, 2023). According to a survey conducted in Dec. 2023 by Statista, around 27% of coffee consumers in the United States get coffee from a coffee shop a few times a week (Serif, 2023). The coffee industry fuels the job market and the economy both in the United States and internationally all at once.


Sustainability

The need for businesses to focus on sustainability and make efforts to be more environmentally friendly is familiar. Production, consumption, and consumerism have been running the economic field for decades, but how businesses do this has affected the planet for just as long. Sustainability has been “trending” as consumers are beginning to base purchasing decisions on what brands do to create their products. A purpose-driven business mindset fuels business growth. When a business is purpose-driven, the purpose is the lens through which decisions are made across all departments at all levels. It is not a trend; it should be the core business pillar of your business. If businesses commit to making fundamental changes through detailed transformations to cut carbon emissions, plastic packaging, and so on, rather than just top-level pledges through surface-level marketing, not only will there be helpful improvements to the environment, but The result will be authenticity, trust, and loyalty from Millenials and Gen Z consumers and staff retention from the same demographic. Consumers are more likely to seek and support brands that align with their values. A trend in the coffee industry is refillable models and discounts in exchange for recycling and reusing product packaging (Hoskin, 2023)

There is a relatively new importance placed on the concept of corporate social responsibility (CSR), which is defined as actions that organizations take to contribute to the benefit of society beyond what is required of them legally to satisfy social needs (Pittman & Read, 2024). External factors of CSR include political, economic, sociocultural, technological, environmental, and legal factors. Internal CSR factors include values, management styles, Human Resources, technological and physical resources, and organizational structure (Sagal & Hultzman, 2023). All these factors are assessed by management at companies, and usually, management will use these factors to create their values and purpose. CSR benefits both the business and consumers, and it can improve internal factors such as employee satisfaction and diversity and external factors such as consumer loyalty and trust. However, external CSR should be attached to the organization's mission and can not be used for short-term marketing purposes. Talking about change externally, such as partnering with a social cause, is only helpful if the action is also taken within an organization. Organizations demonstrate a deeper level of engagement with social concerns and a commitment to taking action rather than just throwing money at a problem by addressing the internal manifestations of these challenges (Pittman & Read, 2024).

Coffee production can become more sustainable by implementing practices like improved crop and water management, using pheromone boxes instead of pesticides to deter insects, composting coffee bean waste for fertilizer, using coffee hulls for fuel instead of cutting down eucalyptus trees, growing coffee in the shade, and engaging in reforestation efforts (Smith, 2021). Additional approaches include Integrated Open Canopy (IOC) farming, which preserves forest patches within coffee farms to maintain biodiversity and protect habitats. Another method involves using hybrid solar/biofuel dryers to reduce reliance on wood-fired drying, thereby minimizing deforestation. The National Science Foundation supports these initiatives and involves multidisciplinary research and education to promote sustainable practices among local farmers. These measures aim to protect the environment while providing economic benefits to coffee producers (Townsend & Larkin, 2022).

Third-party certification labels have emerged over the last few decades, promoting various environmental and social justice changes, including farming practices, conservation, safeguarding local communities, and protecting farmers’ rights. These certifications help guide consumers toward making more sustainable choices when selecting their coffee brands. The three most significant and most regarded labels are Rainforest Alliance Certified, Shade Grown, and Organic (Smith, 2021).

Rainforest Alliance Certified:

  • Comprehensive certification since 1995.

  • Audits based on biodiversity, soil and water health, waste management, carbon

    sequestering, and social criteria (e.g., worker conditions, gender equality, child

    education).

  • Updated standards in June 2020: reduced biodiversity protections (e.g., canopy cover) but

    requires 15% natural vegetation cover by the sixth year. Certified bags must contain 90%

    certified beans.

Shade-Grown Coffee:

  • Traditional farming methods featuring native trees create a natural canopy.

  • Benefits include increased biodiversity, soil erosion prevention, and carbon sinking.

  • Labels to look for: "shade-grown," "bird-friendly," or Rainforest Alliance. The Bird Friendly certification has stricter rules.

Organic Coffee:

  • Certified by USDA.

  • Prohibits synthetic pesticides, herbicides, and fertilizers.

  • Requires soil erosion prevention methods.

  • There is no canopy cover requirement.

Small Businesses & Marketing

The most standard definition of a small-business owner is the proprietor of a firm with fewer than 500 employees who independently owns and operates a business or organization, is organized for profit, and is not dominant in its field. “Fifty percent of small-business owners close their small businesses by the fifth year, and only one-third of small business startups survive ten years. The general business problem is that some individuals embark on small business initiatives without adequate preparation or information (Turner & Endres, 2017).” An article published in 2017 studied three small-business owners of three coffee shops who sustained their business beyond their first five years of operation. Although out of date for this research, the article sheds light on the difficulties of small business operations, specifically in the coffee industry.

Forbes published an article outlining a roadmap for how to start a coffee shop in 2024. It begins with conducting thorough market research to understand the local coffee culture and competition. Finding the right location is emphasized, considering foot traffic, accessibility, and lease terms. Forbes outlines the importance of Financial Planning and provides advice on estimating startup costs, securing funding through loans or investors, and managing ongoing expenses. Additionally, the article points out the legal considerations that must be considered, such as permits, licenses, and health regulations. It can only operate successfully if the business acquires the correct permits and licenses. Businesses must comply with the industry standards for health regulations or risk being shut down. Next, Forbes suggests creating a unique brand identity and menu that resonates with the target market. This is highlighted as essential for differentiation from competition within the market. The article stresses the significance of customer service and employee training, building a loyal customer base. Consumer satisfaction is the driving force behind ever-increasing sales and long-term success in the coffee industry. The marketing strategies discussed include leveraging social media, local partnerships, and community involvement to attract customers. Finally, ongoing evaluation and adaptation of the business plan are encouraged to stay competitive and profitable in the dynamic coffee industry (Cusson & Bottorff, 2024).

“According to Adeleke (2020), Only 54% of small businesses, including coffee shops, opened in the United States in 2012 managed to remain in business longer than 5 five years (Adeleke, 2020).” The success of small businesses is crucial to the stability of the economy and society. Many coffee shops prefer to use word-of-mouth advertising. Coffee shops can share their brand by becoming involved in their community. Consumers feel engaged by the brand because it is face-to-face personal marketing. Small businesses must use social media marketing to increase awareness on a larger scale. However, many small businesses lack information technology skills and expertise (Adeleke, 2020). Many sources have emphasized the usage of Facebook and Instagram in coffee shop marketing above all else. Kujur and Singh (2016) emphasize the need for business owners to create a strategic plan for their social media presence and to choose the right platforms. Coffee shops with a dedicated social media person have seen more success with their marketing efforts. Maintaining online customer relationships is crucial for ongoing interactions beyond physical visits to the coffee shop. The study describes the importance of small business locations. The small businesses studied conveyed that the location of the cafe or storefront was an essential factor in building and sustaining a successful coffee shop that can withstand the threats of new entrants into the coffee business (Adeleke, 2020).

Loyalty programs or email lists are a common way coffee shops connect with customers. Email marketing can be used to communicate menu items, promotional deals, and limited-time menu items. Despite the prevalence of digital marketing, direct mail remains highly effective, with over 42% of recipients reading or scanning their mail. Including coupons in direct mail campaigns or distributing flyers to local businesses can entice customers to visit your coffee shop (Boyarsky, 2022).

Primary Research

Introduction

The primary research aims to gather more in-depth information and data on local consumers to further evaluate LCR strategies to increase overall brand awareness and foot traffic to their location. This leads to the research question: what strategies could LCR employ to incentivize in-person visits and generate brand awareness? Further information on the effectiveness of strategies and techniques is important in relation to growing LCR’s overall brand and understanding the target audience and the best ways to communicate with them. The population of the survey consisted of 101 respondents from a range of ages and geographical locations, the population of the interviews consisted of 11 interviewees from ages 21-24 and one aged 55.


Quantitative Method

For primary research, interviews and surveys were conducted to gather information on local consumers interested in coffee. An online survey composed of 21 questions was distributed through various channels and received 101 responses. Of 101 responses, 87 people selected that they drink coffee and continued with the survey.


Qualitative Method

An interview guide consisting of 25 questions was used to conduct 12 interviews. Interviews were conducted over Zoom and recorded to create a transcript, allowing each moderator to be free of the distraction of taking notes. Interviewees ranged in age from 21 to 24 and 55, with half of the interviewees being 21 years old.


Quantitative Research Results

For the basic demographics, around 75% of participants were between the ages of 18-24, and 62% of participants were female, while 36% were male. Regarding proximity to Grandville, Michigan, 58% of participants live within 30 miles of the city, while 41% live over 30 miles away. With 75% of the participants being college-aged and over half residing within 30 miles of LCR, an opportunity could be to advertise on college campuses such as GVSU and GRCC. The majority of participants, 41%, drink coffee 2-4 times a week, while 25% drink coffee 5-7 times a week, 18% drink coffee 8+ times a week, and 15% drink coffee only once a week. When asked about how many times a week they frequent coffee shops, 54% of participants answered that they do not go at all during the week, while 23% go once a week, 21% go 2-4 times a week, and less than 2% go more than five times a week. This means that the ratio of people who do and don’t go to coffee shops is almost even, leaning towards more people not going. When it comes to willingness to drive for coffee, the survey found that 47% of participants will only drive 5-10 minutes for coffee. 36% of participants would drive 10-15 minutes, and only 17% of participants would drive more than 15 minutes for coffee. Considering that 73% of participants responded that they wouldn’t drive more than 15 minutes for coffee, LCR could aim their advertising

towards the cabin room or events, giving customers another reason to drive out other than coffee. When asked to rate (1 to 5) the importance of companies supporting environmental/sustainability efforts, the average of the responses was 3.31, which is equivalent to ‘important’. The results also show that the majority of participants are more likely to go to a coffee shop instead of a coffee chain, with a ratio of 62% to 38%. Another strong result is that the majority of participants said “definitely yes” when asked if the coffee shop environment is important to them. 32% said probably yes, 15% said might or might not, 7% said probably not, and another 7% said definitely not.

Looking at the results from the online survey, an area of interest would be the responses related to company communication through social media. The results show that 63% of participants said they have purchased a product from social media in the past, and 55% of participants responded that they are somewhat likely to extremely likely to visit a place promoted on social media. This shows that more than half the survey participants would agree that they are influenced by advertisements and other promotional events posted on social media, which could be a valuable approach to gaining more foot traffic. These findings align well with the participants recording that 37% would attend a coffee-sponsored event and 40% saying that it would be considered, leaving only 23% of participants responding that they would not attend a coffee-sponsored event. With well-crafted social media posts and advertisements, LCR could attract more customers by regularly posting and building their social media accounts. Another interesting finding would be that 70% of participants responded that they brew their own coffee at home, with 39% saying they wouldn’t consider subscribing to a coffee bean subscription service. This leaves 61% of participants saying they would or might consider subscribing to a coffee bean subscription; this could be important as getting customers to try LCR’s coffee at home could lead to them getting involved in events and ultimately promoting a visit in person.

Qualitative Research Results

Interviewees’ favorite coffee brands from grocery store-bought brands are Kirkland, Donut Coffee Shop, and Folgers, seven interviewees mentioned these coffee brands by name. Other interviewees named small coffee shops where they could buy coffee bean bags. Regarding how interviewees prefer to drink their coffee, given the choice between coffee grounds, K cups, and concentrate, interviewees prefer K cups or coffee grounds. When discussing favorite coffee shops, three interviewees mentioned The Borough, a coffee shop in Allendale, MI, located off the Grand Valley State University campus, near on and off-campus housing. Three interviewees stated that Starbucks coffee was their favorite coffee shop because of its convenience. Five interviewees said their favorite coffee shops were small businesses that they preferred because of their convenient locations and the interior’s enjoyable decor.

Interviewees prefer to avoid being contacted through calls, texts, or emails by companies and instead choose to see advertisements on social media or flyers in other businesses or around the area. This statement is backed up by interviewees stating that they get their information about coffee from social media, advertisements in media, and word of mouth. All interviewees indicated that they had recently purchased a product on social media because of an ad; they were influenced by reviews, word-of-mouth suggestions from those around them, and curiosity about the product. Five interviewees said they had purchased coffee products because of an advertisement they saw, such as specialty or seasonal drinks, concentrate products, and coffee beans. Three interviewees said they bought a product through word-of-mouth suggestions or an online creator recommended it, either through ordering online or deciding to purchase in-store.

Factors of the advertisements that influenced interviewees to buy the products included sales and promotions, personal preferences that the product is advertised to fulfill, reviews online, seasonal and limited-time products, and rewards program offers.

Only a few interviewees had participated in food or drink subscription services before. Three specifically named Hello Fresh, and they pointed out the positive aspects of the meal options and consistency. All interviewees said they would consider a subscription service if a fitting option was presented. Interviewees who had purchased a subscription service cited they did so because of an advertisement they saw or a promotional offer they had received.

Most interviewees stated that they consider it essential to support local small businesses, with one interviewee stating it depends on convenience. Interviewees reported that helping small businesses is critical because it uplifts the local economy. Interviewees shared that they are more likely to support a local company close to where they live or work, on a route they take often, and in a good location. Interviewees unanimously agreed that what they value most about being a small coffee shop customer is the authentic atmosphere, the consistent above-and-beyond customer service they experienced, and the feeling of supporting a small business owner instead of a chain coffee shop. Interviewees value the neighborhood atmosphere and welcoming environment that is found in a lot of small businesses. Interviewees reported that coffee shops with an inviting atmosphere, a pleasant exterior, and a comforting environment that exudes character stood out to them. About the location or environment, interviewees reported that they would not shop somewhere if the location or environment felt unsafe or uncomfortable. Interviewees cited proximity to where they live or work as an influence on where they shop. Interviewees also mentioned that easy access to good parking was an influential factor, and location influences many aspects of where they choose to shop.

On loyalty to their favorite small business, interviewees say they are most loyal to the company that consistently provides excellent customer service, a satisfactory product, free wifi, and reasonable prices. Interviewees expressed that coffee shops could win further loyalty by lower prices, having a reward program where they can receive discounts or deals, creating more variety in their products, and, most importantly, good customer service. Concerning the influence of a company’s values, interviewees expressed that they are less likely to support a business whose values directly oppose their own and are more likely to get behind companies whose values resonate with them. While interviewees may not actively seek out a brand's values before purchasing, encountering information online about a brand's alignment (or misalignment) with their values can influence future purchasing decisions. An interviewee cited they would consider purchasing a product more after seeing an advertisement or information regarding the company supporting a cause such as sustainability and the environment. Interviewees also expressed that how a company treats its employees substantially influences purchasing decisions.

For most interviewees, a unique experience wasn't a deal-breaker for small coffee shops. Their priorities were a comfortable environment (organized, not chaotic) for work, socializing, or enjoying their coffee. Customer service and quality products were the key factors in their coffee shop choices. Interestingly, one interviewee mentioned gluten-free options as a reason for returning. However, a coffee-tasting or roastery tour piqued their curiosity. While none had participated in the past, all but one expressed interest in these experiences. The idea of "seeing behind the scenes" – how coffee is made and sourced – and tasting diverse coffees held an appeal.

When discussing brand image, some interviewees expressed that branding does not have much influence when choosing what at-home coffee product to purchase, but branding does influence which coffee shop they decide to go to. Interviewees stated they were influenced by looking at the interior decor for an aesthetic they enjoyed. Interviewees cited that seeing photos of a coffee shop interior that appealed to them online had influenced them to try a new cafe. However, branding for coffee products such as beans or K-cups did not influence the purchase decision. Price had a much more significant influence on their purchasing decision for at-home coffee products. However, an interviewee indicated that if a product had a specific type of branding that appealed to them and was a fair price, they would likely purchase it over a more popular brand.

Discussion

Looking at the primary research results, LCR has an opportunity to gain more foot traffic by posting more regularly on its social media pages; this could be accomplished by creating a posting schedule or planning content creation in advance. Over half of the participants in the survey responded that they are influenced by social media advertising and would be compelled to visit an advertised location, and 11 out of the 12 interviewees said they would be interested in a coffee tasting or taking a tour of the roastery, specific advertising of tours and tastings would be a strong place to start with regularly advertising on social media. Social media posts highlighting the unique experiences and interior design of LCR with pictures could be an effective method to gain more awareness. Another area to focus on would be the advertising of events and promotional offers, with interviewees stating that some of the reasons they are loyal to their favorite businesses are based on consistency and customer service. LCR’s passion for coffee and building its community is an excellent start. However, to build more loyalty, interviewees noted that they were more likely to be loyal to a local business if they had promotional offers, and 47% of the survey respondents said that they were somewhat to extremely likely to act on promotional offers, this creates an opportunity to pull in more customers with a promotional event, and also, raises the chances that the deal or event will influence them to become a returning customer.

Action Plan

Situation Analysis

LCR aspires to better the world and coffee one "Littlefoot" at a time, and its inclusive principles and environmentally conscientious mission define its identity. The company's mascot, who resembles a small Bigfoot and is always holding a cup of coffee, represents the brand's approachable, organic, and pleasant image. "Exceptional Coffee Grown by Exceptional People," their motto, captures their dedication to both sustainability and excellence.

The coffee enthusiasts of America are still enjoying the caffeinated drink as much as before, but now instead of supporting the chain coffee shops in the industry, consumers are prioritizing small business and community oriented cafes. Located in a city with an abundance of coffee shop chains, LCR stands out with its unique branding and sustainability mission. Analyzing the brand through the lens of the four P’s of marketing and SWOT; their product stands out among the market because of how they source their beans from global coffee-growing regions, including Central America, South America, and Africa. LCR’s prices tend to fall in the same range as cafes around them, if not below the industry standard. LCR’s cafe location is not ideal as it is not visible off the main road, however with this fact does not actively work against their success and is an opportunity for the brand. The client's current promotional activities include hosting events in the cafe, sending out mail pieces, and social media, although they do not implement a content calendar at this time.

Similar brands have found success and increased foot traffic by leveraging social media in their favor. Engaging with consumers where they spend lots of time will lead to them seeing your brand in many different ways. The client has not seen success with paid boosted posts in the past, with this knowledge in mind focus should be directed towards more authentic methods of getting the brand in front of the target audience. The client aims to protroy a message that aspires to better the world and coffee industry one "Littlefoot" at a time, through sustainability efforts, community engagement and good ol 'cups of joe.

The clients key strengths include their mission guided mindset, unique interior features, and compelling origin story. LCR’s weaknesses are related to their location, lack of content calendar, and their newness in a saturated market. On the other hand, their recent entrance into the industry affords the brand many opportunities, such as potential for expansion, providing a comforting and community oriented environment, as well as unique in-house rosary tour experience. Potential threats to clients include the cafes and chain coffee shops located in close proximity, the fact that they are a new small business, and the potential that their target market is not close enough to the store location.

LCR, a small coffee shop, aims to improve the world and coffee industry by sourcing beans from global coffee-growing regions. The Bigfoot mascot of the company symbolizes its friendly, natural character. "Exceptional Coffee Grown by Exceptional People," is their motto, and it perfectly sums up their commitment to quality and sustainability. LCR stands out in a crowded market thanks to its distinctive branding and commitment to sustainability. Social networking, sending out letters, and organizing events are examples of promotional efforts. The mission-driven mindset, distinctive interior characteristics, and intriguing genesis narrative of LCR are among its strong points. Its location, absence of a content calendar, and novelty in a crowded industry are, nevertheless, drawbacks. Possibilities include growing, giving a cozy, neighborhood-focused atmosphere, and delivering a special inside-the-house rosary tour experience.

Objectives, Strategies & Tactics

The first objective proposed in this action plan is to increase the local community’s brand awareness of Littlefoot Coffee Roasters. The objective is to increase brand awareness of Littlefoot Coffee Roasters (LCR) within the local community by targeting local media outlets and leveraging social media platforms. The specific part of this objective is to achieve a 25% increase in local brand recognition, as measured by social media engagement metrics (likes, shares, comments) and mentions in at least 12 local media outlets within three months. This goal is attainable by utilizing LCR’s appealing business aspects and executing a well-planned media outreach strategy, including sending press releases, press kits, and story pitches to at least 15 local media outlets. Local media channels will likely support LCR due to its unique and exciting business model. LCR's current resources and capabilities align with the planned media outreach and social media engagement efforts. Implement the strategy by starting with media outreach within 1-2 weeks. Ensure media postings and social media campaigns are active within 30 days, with the overall objective to be met within three months.

The first strategy in this objective is to leverage local media to spread the word about LCR, targeting the local potential and current consumer base. Based on primary research, consumers within the local community would be willing to commute to the LCR cafe in Grandville, MI. Research reflects that local consumers would be willing to commute to the cafe mainly because they value supporting local small businesses. The logic of this strategy is to target the customer base within the immediate area, particularly those who are open to new experiences and want to try something new in their local area. The publics are made up of local

consumers, and the communication channel is local media outlets through press releases, press kits, and story pitches. Initial media materials are sent within 1-2 weeks, with postings within 30 days. The first recommended tactic is to create a press release highlighting unique aspects of LCR, recent news or milestones, and upcoming events hosted at the cafe. Distribute it to online publications, magazines, and local newspapers. LCR’s story has many intriguing aspects. Based on the answers to the interview questions about the unique features, consumers would be intrigued to try the coffee. (An example press release can be found in the appendix on page 33). The second proposed tactic of this strategy is to create and distribute a comprehensive press kit that includes high-quality photos of the interior, additional press releases, background information on LCR, and quotes from the owners/founders. Quotes could be related to various topics, such as why they founded the company, how the company went from farmers’ markets to a cafe and roastery, and how they highlighted their sustainability efforts. The press kit should be distributed to local journalists, editors, and media outlets. Finally, the third suggested tactic is to pitch the company’s background story to local news outlets. Through creating engaging stories showcasing LCRs’ distinctive features, such as its origins, environmentally friendly operations, or specialty coffee blends. These story pitches should be submitted to local TV networks, blogs, publications, and newspapers. To draw more to the narrative, provide tours and interviews with the founders.

The second proposed strategy is to reach a wider audience beyond the local community using social media, and digital marketing will be critical to this strategy. Social media can attract potential consumers outside the Grandville area. Although only 17% of survey participants are willing to drive more than 15 minutes to visit a coffee shop, promoting the shop's interior and other appealing features on social media should draw in customers from the target audience.

Most survey participants and interviewees reported that the interior is essential to their coffee shop experience, which can be effectively highlighted through digital marketing efforts. Additionally, online listings and reviews will show potential customers the appeal of LCR through the consumers’ lens.

This strategy can be implemented through the following proposed tactics. The first recommended tactic is for LCR to post pictures of the interior online and promote the cafe on social media. Most survey participants and interviewees (over half) reported that the interior is essential to their coffee shop experience, and promoting the shop on social media should attract customers in the target audience. The client should post high-quality photos and videos regularly featuring behind-the-scenes content that shows off the coffee-making process, roastery, the cabin ambiance, and special promotions on platforms such as Instagram and Facebook. Focus heavily on promoting the interior decor, roastery tour, and coffee tasting. This tactic’s outcome should increase followers on social media sites and provide information about the roastery through social media. (Examples of social media posts can be found in the appendix on pages 37 - 40). The second suggested tactic is to utilize reviews and online listings, which will help draw customers to the client. This tactic can be implemented by encouraging satisfied customers to leave positive reviews through signage posted inside on bulletin boards or near the cash register, and suggestions to review are printed on the bottom of receipts. During primary research, the interviewees implied that online reviews helped them decide what product to purchase. Additionally, it is essential to ensure the roastery is listed on Yelp, food delivery services, MyGoogle Business, and other local business directories.

Moving on, the second objective that would serve the goal of this campaign is to drive traffic to Littlefoot Coffee Roastery and to increase foot traffic in the cafe by at least 20% by the end of December 2024. Measuring the outcome of this objective can be done by using the Point of Sale (POS) system, which can track the number of consumers coming to the cafe based on purchases or a visitor log. This objective would be attainable with low-cost strategies and tactics by leveraging existing relationships with the local community and social platforms. This can be realistically achieved by focusing on engaging the local community within a 10-mile radius.

The first suggested strategy is to host activities and events at the roastery or very close venues at least once a month, if not bi-weekly. These events should appeal to local coffee enthusiasts, community members, and individuals ages 20-40 years old. The roastery will become a local destination by hosting unique and engaging events that provide an experience. Event announcements can be communicated to the public through social media (Instagram and Facebook), newspapers, community billboards, and the LCR website. The first tactic is to host bi-weekly coffee-tasting events in the cafe, where visitors can sample different brews and learn about the roasting process. In the cafe’s common area, position a table with the available tasting options displayed so that consumers who come into the cafe can taste a drink they may not have tried otherwise. (This should look similar to taste-testing tables in stores such as Costco.) This tactic could be replicated at any community event or market. Additionally, promote the in-cafe tastings through social media and local event listings.

The next recommended tactic is to organize Bi-monthly workshops on latte art, coffee bean selection, and brewing techniques. Promote these workshops through in-store signage, social media, and email newsletters. These workshops are niche and would only appeal to those seeking in-depth knowledge of coffee. However, those attending may feel inclined to return to the cafe and bring in new consumers. LCR specializes in specialty coffee and techniques considered snobbish, yet a vast aspect of its appeal is making coffee accessible to everyone. The final tactic proposed is to host and participate in community events. The client should partner with local organizations to host community events such as book readings, art shows, or music nights at the roasters, which will attract a new consumer base in pursuit of increasing foot traffic in the cafe. Partnering with other small businesses to provide food and thank-you bags would decrease the budget and assist in community outreach and engagement.

Turning to the second strategy, which is to engage in community partnerships and sponsorships, the publics for this strategy include local businesses, existing customers, potential new customers, and community event organizers. Collaborating with local businesses and sponsoring events will integrate the brand into the local community and enhance the visibility of the brand, which could be accomplished by communicating with businesses, community event planners, and existing customers with direct outreach through email, face-to-face meetings, social media, and local media. The timeline for this strategy should begin with initiating partnerships ASAP and participating in ongoing collaborations throughout the year. Focusing on the first tactic, the client should collaborate with local businesses, such as local bakeries and bookstores, to feature LCR products in stores as displays. The client should use cross-promotional deals and in-store marketing to attract customers from partner businesses. The second tactic is to sponsor local community events such as farmers’ markets, fairs, community clean-ups, and charity events. The client should set up an event booth to give out free samples and promotional materials reflecting LCR’s branding. This tactic should enhance visibility and community engagement. (Examples of promotional materials can be found in the appendix on page 36.) The final tactic is implementing customer referral programs where existing customers can refer friends and family to the roastery for discounts and rewards, and this can be promoted through in-store signage, telling customers at the registrar when they check out, and social media.

Last but not least, the final strategy to consider is optimizing the client’s online presence. The public for this strategy includes potential new customers and existing customers looking for updates on the business. Improving online presence on all platforms, beyond just social media, increases potential customers’ ability to discover the business and visit the roastery, which can be achieved through the LCR website, search engines, and social media. Begin with website updates and SEO optimization in September 2024 and continue with ongoing maintenance as needed. The first element of this approach is to update the LCR website. Refresh the website with detailed events, workshops, and coffee selection information. Ensure the site is mobile and browser-friendly, easy to navigate, and includes clear calls to action for visiting the roastery. The next tactic is implementing SEO best practices to improve search engine rankings, focusing on keywords related to local coffee shops and roasters. The website is advised to include a blog that can be used to update customers with relevant content, such as coffee brewing tips and roastery news.

Evaluation

The end goal of this campaign, according to the client brief, is to identify opportunities for Littlefoot Coffee Roasters to drive overall brand awareness and increase foot traffic into the clients roastery cafe location. The first objective is to increase the local community brand awareness of LCR as a brand. The strategy and tactics used to achieve this objective include creating and distributing press releases, press kits, and brand backstories to local media outlets, journalists, editors, TV networks, and newspapers. These strategies will be implemented with the goal of achieving a 25% increase in local brand recognition, which can be measured in many ways. One way that the success of the strategies can be measured is through social media engagement metrics, looking at metrics such as likes, shares and comments and by mentions in local media outlets. LCR is a brand that is community oriented, family friendly, and inclusive, which informs the assumption that local media outlets will be likely to support their story and growth. The logic of this strategy is to target the customer base within the immediate area, particularly those who are open to new experiences and want to try something new in their local area. By talking to and taking interest in the customers coming into the cafe, the client can gauge how they may have heard of the cafe. It is also important to compare engagement metrics before and after the campaign to measure the 25% increase in local brand recognition.

The majority of respondents to the study and interviews stated that their experience at a coffee shop is greatly influenced by its interior, which can be effectively highlighted through digital marketing initiatives. Potential consumers can view LCR through the eyes of consumers by using online listings and reviews. By highlighting features that interviewees indicated are important to them, such as quality of product, quality of service, and interior decoration, the local consumer base is very likely to visit the cafe out of curiosity. The success of press releases and other local media outlet communication can be measured by sales of the medium, that information can be gathered from the producer and by monitoring local newspapers, magazines, online publications, and TV networks for mentions of LCR, recording the numbers of mentions that meet or exceed the target mentions of 12 mentions. The engagement of press releases can also be tracked through follow-up emails or calls to media contacts. Any coverage or mentions resulting from press releases or story pitches should be recorded.

Monitoring reviews on sites like Yelp can assist the client in an understanding of the local consumer base's opinion of their business. It is also recommend to employee tools such as Google Analytics, Facebook Insights, Instagram Analytics, and Hootsuite to gather dataIf a client implants customer referral programs that provide discounts and rewards for completion of reviews and referrals, the client will be able to measure the success through how many customers use the discount codes and rewards. Monitor reviews and ratings on platforms like Yelp, Google Reviews, and food delivery services, track the number of new reviews and overall rating changes over the campaign period, and take time to analyze feedback from reviews to identify areas for improvement and highlight positive aspects. The success of the promotion of roastery tours can be measured through a count of how many new customers sign up for the experience.

If the objective to increase overall brand awareness is not met, here is recommended next steps to take to improve the strategy. Begin by following up with the media contacts to ensure they received the communication and ascertain if the outlet considered using the materials. Request feedback on the materials if available and implement the suggested improvements. Next, Enhance the content and appeal of press releases, press kits and story pitches. Time should also be taken to review and adjust the media outreach strength by reassessing the list of media outlets targeted, expand this list to include additional local media, or outlets that are known to support small business or cafes. Continue to make efforts to build strong relationships with local media by attending networking opportunities and offering exclusive interviews or behind the scenes to generate interest in the business amongst local journalists.

Another recommendation upon evaluation is to boost social media efforts, to accomplish this the client should increase the frequency and variety of social media posts. The client can additionally allocate a larger budget for social media ads that target audiences beyond the local community. If feasible the client can try hosting social media contests or giveaways to encourage local engagement, or run targeted social media advertisements that target the local community. Additionally, the client can collaborate with social media influencers and bloggers to reach a broader audience and create more engaging and shareable content, including videos, infographics, and interactive posts. Ensuring that LCR is listed on all relevant online directories and review platforms will be an integral part of enhancing online presence. By encouraging more customers to leave reviews and address any negative feedback promptly, the client will improve customer experience and perception.

The second objective of the campaign is to increase the foot traffic to the LCR cafe by at least 20%. The strategies recommended to achieve this include hosting activities and events, hosting bi weekly and by month tastings and workshops, and participating in community events. Engaging in community partnerships and local business collaborations, and optimizing online presence. Evaluating the success of these initiatives can be done through the Point of Sale (POS) system, monitoring the number of transactions and unique customer visits to the cafe. Use this data by comparing monthly data to establish a growth trend. Additionally, the client could implement a visitor log for customers to sign in, which can help track foot traffic, which could be especially useful during events and workshops. Measuring the success of local partnerships and booths at community events can be accomplished through tracking customer referrals, event mentions, and monitoring sales spikes that correlate with promotions.

Measuring the optimization of LCR’s online presence through website updates and SEO improvements can be done by monitoring website traffic using analytics tools such as Datadog and Google Analytics, focusing on page views, tracking session duration and conversion rates. Efforts should be made to track search engine ranking and organic traffic increases using SEO analytics tools such as AgencyAnalytics and Hubspot.

If evaluation revealed the objectives were not met, improvements and next steps could begin with conducting a survey that is distributed to gather customer feedback on both events and overall in-cafe experience. The client should also take the time to reassess and modify marketing strategies and engagement efforts based on the feedback received in the survey. If the feedback calls for it, and budget allows for it, the client can plan and host more frequent events to boost engagement and attract more visitors. It may be worthwhile to experiment with different types of events and might attract a broader audience or cater to specific interests, as well as including additional activities, interactive elements, or special guests. It is also recommended to foster relationships with more local businesses, expand partnerships through those relationships to reach a wider audience. The client should revise their approach to sponsorships with increased visibility using more prominent branding, better booth placement, and more attractive promotional materials. Additionally, partnering with other businesses for co hosted events that can draw larger crowds and share promotional efforts.

There should also be time spent continuously updating SEO strategies, with particular focus on keywords and local search terms. The blog should be updated regularly with high quality, relevant content. In addition, the quality and frequency of email newsletters should be improved. These newsletters will be helpful in keeping customers informed about excluding offers and engaged with upcoming events.

Finally, additional considerations that can be applied to both objectives are budget reallocation, the piloting of new initiatives, further training and development, and revaluation of target audiences. The client can reassess and reallocate the budget, focusing on the most effective strategies and tactics. Before a full rollout, the new ideas should be tested on a small scale to gauge their effectiveness and make necessary adjustments. The client should consider providing additional training for their staff to enhance customer service, event management, and marketing efforts. Furthermore, conducting market research will allow LCR to gain a deeper understanding of the target audience, enabling the client to tailor these strategies to better meet their needs and preferences.

By implementing these methods for measurement and recommended next steps, LCR can effectively evaluate the success of its PR campaign and make necessary adjustments to achieve its objectives

Appendix

Press Release (Objective 1, Strategy 1, Tactic 1)

Contact:

Rosie Quasarano
Littlefoot Coffee Roasters (517) 410-6832 Rosie@LittlefootCoffee.com LittlefootCoffee.com

FOR IMMEDIATE RELEASE: 8/9/2024

Littlefoot Coffee Roasters Celebrates 5 Years of Business

Milestone Event Marks a Journey of Passion, Community, and Innovation

Grandville, MI: Littlefoot Coffee Roasters, a renowned roasting company and café, is celebrating five years in the roasting business and one year of opening its cabin room to the

public. From its humble beginnings as a coffee cart at farmers markets in Chicago, Littlefoot Coffee Roasters opened its storefront in August 2017 and has since expanded its operations. By launching a new roasting facility and warehouse at 3047 Broadway Ave. SW in Grandville, Michigan, the company now occupies 2,000 square feet of a multi-tenant industrial building previously used by a snowboard manufacturer (2019).

The co-founders of Littlefoot Coffee Roasters, two sisters with a mascot and a dream, are dedicated coffee enthusiasts who source beans from coffee-growing countries around the world, including Central America, South America, and Africa. Together, they have over 25 years of expertise in the coffee industry. "Exceptional Coffee Grown by Exceptional People," their motto, captures their dedication to both sustainability and excellence. The brand is characterized by its environmentally conscious mission and inclusive values, striving to improve both the coffee and the world one “Littlefoot” at a time. The brand is recognized for its accessible, natural, and pleasant image, which is embodied by a mascot that looks like a little Bigfoot and is constantly carrying a cup of coffee. This logo cleverly depicts a little creature's desperate need for coffee.

During the Making It In Michigan conference on May 6, 2021, Littlefoot Coffee Roasters was presented with the 2021 Entrepreneur of the Year award by the Michigan State University Product Center. The brand founded their Coffee for a Cause giving program where a portion from every cause bag sold goes directly to a non-profit or a small business in need, donating to causes such as Black Lives Matter, Environment Michigan, Grand Rapids Red Project and finally several small cafes and coffee companies during the pandemic.

To celebrate this milestone, Littlefoot Coffee Roasters will host a special anniversary event at their Grandville location on [Date]. The event will feature exclusive coffee tastings, live music, and special guest appearances. Attendees will have the opportunity to sample a new

limited-edition anniversary blend, meet the founders, and learn more about the company’s journey and future plans. Additionally, special promotions and discounts will be available both in-store and online throughout the anniversary month.

For more information about the anniversary event and Littlefoot Coffee Roasters, please visit LittlefootCoffee.com.

About Littlefoot Coffee Roasters: Littlefoot Coffee Roasters is a self-owned coffee roasting company and café based in Grandville, Michigan. Founded in 2017 the company is dedicated to sourcing high-quality beans from around the world and roasting them to perfection. With a commitment to sustainability, community, and exceptional taste, Littlefoot Coffee Roasters continues to grow and innovate in the coffee industry.

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