National Coffee Association of U.S.A. and National Coffee Break Day Case Study Prepared...
Situation > National Coffee Association of U.S.A. (NCA) was celebrating it’s Centennial in 2011 and wanted to ...
Strategy > Create “National Coffee Break Day” on January 20, 2011 to celebrate the NCA Centennial > Invite t...
Program Elements > Logo – Developed a nostalgic logo that would appeal to all members as well as consumers ...
Program Elements > Sales Kits – To develop a cohesive campaign for the participating companies, a coll...
Program Elements > Media Relations – Reached out to coffee trade media, pop culture media as well as bro...
Program Elements (Clockwise from top left): Web site Coffee &Culture page, Web site Design a Mug Gallery, Collateral Ma...
Results > Attracted four Web site sponsors that covered total budget for the campaign > Reached estimated me...
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National Coffee Assoc. Case Study

PR Case Study of National Coffee Association U.S.A.'s National Cofee Break Day
Published on: Mar 3, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - National Coffee Assoc. Case Study

  • 1. National Coffee Association of U.S.A. and National Coffee Break Day Case Study Prepared by Hamilton Public Relations1
  • 2. Situation > National Coffee Association of U.S.A. (NCA) was celebrating it’s Centennial in 2011 and wanted to raise the profile of the Association and its members while encouraging the entire industry serve to join forces and celebrate coffee production and consumption in the U.S. Challenge > Campaign would need to promote all areas of membership from “bean to cup” and merit member investment2
  • 3. Strategy > Create “National Coffee Break Day” on January 20, 2011 to celebrate the NCA Centennial > Invite the whole country to join the NCA and its members to share in this time-honored tradition. Tactics > Use mainstream and social media to spread the word about the event > Use a consumer-focused Web site, nationalcoffeebreak.org and blog to serve as the communication hub for the day > Ask industry members to support the event through social media activities, media outreach and retail promotions3
  • 4. Program Elements > Logo – Developed a nostalgic logo that would appeal to all members as well as consumers > Website – Consumer focused Web site celebrated history and culture of coffee and allowed visitors to design own mug and add it to the virtual cabinet shelves. > Mobile Coffee Shop Locator App – Created and launched a web app that allowed users to find a retail location where coffee was sold near their location4
  • 5. Program Elements > Sales Kits – To develop a cohesive campaign for the participating companies, a collateral sales kit was created and loaded onto the Web site for easy downloading. The kit included: • POP poster, display banner, table top, product label, email signature, web button and print ad > Social Media – Used Twitter and Facebook accounts to develop a community of coffee industry members and fans to share best practices and event news > Blogging – Ran a daily blog during the 45 day run-up to the day sharing promotion ideas for industry members before shifting to coffee trivia, facts, preparation methods and pop culture for5 consumers
  • 6. Program Elements > Media Relations – Reached out to coffee trade media, pop culture media as well as broadcast news with info on the day and where events would take place in their market. > Events – Staged three events in New York City and supported hundreds more events across the country6
  • 7. Program Elements (Clockwise from top left): Web site Coffee &Culture page, Web site Design a Mug Gallery, Collateral Materials, Mobile App, Twitter7 account, Facebook page
  • 8. Results > Attracted four Web site sponsors that covered total budget for the campaign > Reached estimated media audience of more than 11 million > Television coverage in 17 of top 20 markets including New York and Los Angeles > More than 70 companies hosted more than 550 verified events across the country > More than 10,000 web site unique visitors on day of event > Trending topic on Twitter with more than 20,000 mentions that day January 29, 20108

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