Espresso Royale
This team project gave me free range to develop a engagement and community driven strategy to build out the cafe chains web and social media presence. My key focus was maintaining brand identity and strong blog copy.
Our Mission Statement:
Humanize brand and develop a sense of reliability through presentation of ethics, products, and events.
Blog Products
Seasonal Drink Launch
Maintaining a sense of pathos driven marketing, the seasonal drink launch blog posts tied new drinks to seasonal experiences. The “Seasonal Sips” blog developed an excitement for a variety of flavors and combinations available for purchase through anecdotes about springtime in the local area and at the cafe locations.
Student Targeted
This marketing strategy is designed to improve local engagement on the website and socials. Based on research of the local university, where all Espresso Royale’s are located, the top three majors were matched to drinks based on stereotypes of the major. The posts gave readers new combinations to try and playfully poked at the common local sayings about different majors.
Philanthropy
The Espresso Royale brand prides itself on ethical and environmentally friendly practices. Not only is the brand driven by these guidelins but it dedicates fundraising efforts towards them. To encourage and drive these campaigns, they were covered in blogs that framed them as a pillar of the “Espresso family”.