RESPONSE TO REQUEST FOR A DIGITAL MARKETING PLAN:

CAFÉDIRECT

Cafédirect’s Digital
Marketing Plan
Leaders in using business as a force for good. The first B Corp
Certified UK coffee company.

Prepared For
Kardi Somerfield
MSc International Strategic Marketing
University of Northampton, UK
MKTM027 – AS2 -Digital Marketing Plan
Strategic Digital Marketing 2018-2019

Prepared By
Jenn Armour

Submission Date
June 05, 2019

jennarmour.ca

t. 2504641254

[email protected]
Executive Summary   1
Situational Analysis   4
Traffic Analysis   5
Competition   9
Market Trends 12
Customer Segments   15
Objectives   17
Strategy   19
Tactics    22
Actions   23
Control   24
References   25
Appendices   27
EXECUTIVE SUMMARY

Executive Summary
OVERVIEW This digital marketing plan leverages
the recognized SOSTAC® and RACE™
The overall goal of this plan is to Smart digital marketing objectives will be
presented based on a synthesis of the
Named UK Social Enterprise of the Year
2018, Cafédirect, a UK coffee, tea, and
frameworks, and includes a systematic increase B2C digital channel sales situational analysis, along with a digital
evaluation and analysis of Cafédirect’s online strategy designed to translate objectives into
hot chocolate company is a progressive,
assets and current digital programs. from £5.8 million to £9 million within positioning and propositions (Reed Fidm,
socially conscious firm that fostered the
development of the Fairtrade movement in
SOSTAC® & RACE® FRAMEWORKS
12 months. 2014). Supporting tactics will be outlined
and aligned with objectives and strategy. Key
the 1990s, becoming the first coffee brand
PR Smith’s SOSTAC® framework (Fig 1.1), tactics and channels will be explained, as well
to carry the Fairtrade label. Also in 2018
grew out of a scholarly meta-analysis of as tools and techniques designed to meet
Cafédirect became the very first UK coffee We believe there is a significant opportunity
popular marketing planning tools. It is specific objectives. Finally, we will outline
company to become a certified B Corp, for digital marketing to contribute to
consistently ranked in the top 3 in the world the human resources that will be needed to
continuing its pioneering work through Cafédirect’s business and brand. This report
by the Chartered Institute of Marketing (CIM) execute the digital marketing plan. Lastly,
embracing a sustainable hybrid business will evaluate Cafédirect’s digital presence and
(Reed FIDM, 2014) and is comprised of six in the Control phase of the plan, we will
model that drives businesses to consider reach in a situational analysis, which includes
stages: Situation, Objectives, Strategy, Tactics, discuss what will be required to measure the
their impact in all areas of society not just key market trends and credible market data,
Actions, and Control. progress and ultimately, the success of this
on the environment. demonstrating sizable opportunities for the
plan.
The SOSTAC® digital model is agile, logical, firm in the digital marketplace. We will assess
Cafédirect, known for catering to its B2B and report on current digital performance
and aligns with higher strategic plans `` Situational Analysis
customers, selling “coffee service” which for its primary domains: cafedirect.co.uk and
or strategies. RACE® Digital Marketing Where are we now?
includes machines, training, and POS handpicked.cafedirect.co.uk. positioning and
Planning™ is also a favourite digital
materials, has more recently focused on propositions (Reed Fidm, 2014). `` Objectives
marketing model used for planning and
the B2C segment. Hitting fierce corporate Where do we want to be?
execution. Recently, in an interview at Google
competition in the coffee tea market with
Marketing Live, Marie Gulin-Merle, chief
price undercutting by major supermarkets, `` Strategy
marketing officer at Calvin Klein, said we are
and having lost a fifth of its revenue in How do we get there?
now in an era where digital marketing is just
2010, Cafédirect re-emerged in 2015 with a
marketing. PR Smith foreshadowed this same
rebrand and a renewed hope in its purpose. `` Tactics
sentiment years earlier by saying, “eventually
What methods will we use to get there?
we won’t have digital marketing plans, it’ll
Cafédirect’s senior managers (not
just be integrated marketing plans” (Reed
experienced in digital marketing) have `` Actions
FIDM, 2014). In other words, this plan needs
requested a comprehensive digital marketing Who are the resources needed to
to integrate with Cafédirect’s higher strategic
plan to support its B2C operations. execute?
business goals.
`` Control
May 8, 2019 1 Has the plan been successful? 2
 CAFÉDIRECT’S DIGITAL MARKETING PLAN

Situational Analysis
CUSTOMERS & TRAFFIC for a newsletter. It is slow loading on mobile,
Cafédirect’s B2C customers primarily live in and dark interfaces with lighter smaller
the UK and purchase their coffee, tea, and copy have consistently shown to be hard
hot chocolate through major retail chains like to read (Nielsen Norman Group, 2019). The
Sainsbury’s, Waitrose, Tesco, ASDA, Ocado, product section of the site does not link to
The Co-operative, Booths, Ethical Superstore, the e-commerce site with expected links like
The Big Issue, As Nature Intended, Traidcraft “buy now.” The e-commerce subdomain site
and Planet Organic. Cafédirect has one Cafe handpicked.cafedirect.co.uk is a B2C coffee
Bar located in the Royal Albert Hall in central subscription site which does not show up on
London along with a roastery. Customers the top 5 pages of Google for “Buy cafédirect
also purchase coffee subscriptions, coffee,” - a basic branded search.
coffee beans, and tea through their new An assessment of cafedirect.co.uk and
handpicked.cafedirect.co.uk e-commerce handpicked.cafedirect.co.uk (data is
site as well as 3rd party online vendors like combined) reveals the company had 18K
Amazon. unique visitors in April of 2019, which is down
Cafédirect’s primary website domain, 40% from March, with an average bounce
cafedirect.co.uk is a product and company rate of 38% (Fig 1.1; Appendix A). Bounce rate
information portal with a blog, news, and indicates a visitor who visits only one page,
contact info. However, it is unclear whom then leaves (Google, 2019). This data reveals
the site is targeting, who it is for, and what that Cafédirect’s sites are acquiring a healthy
the company wants me to do besides sign up amount of traffic with an above average visit

3 May 8, 2019 4
CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN

duration (2:21minutes) and pages per visit The domain has a whopping 30.7K backlinks
(2:54) (Fig 1.1; Appendix A). While traffic is a (Fig 1.6), explaining the large amount of
good sign, quality traffic that converts into referral traffic with 50% of those domains
sales or subscriptions will need to be the
being UK domains (Appendix A).
focus.
Organic Keywords
Cafédirect’s customers are primarily UK
Organic keywords are an essential part of
based, which should not be surprising as
the company is not well known outside of any organization’s digital strategy because
the UK (SEMrush, 2019). The traffic data they represent how a potential unknown
suggests that 80% of the domain’s traffic visitor can discover you, your products and
is from the UK, while the rest is divided services. Branded keywords (keywords with
between Germany, Australia, India, and the company name as part of the search
Bangladesh (Fig 1.2). Notably, 55% of the query), while necessary and important, are
traffic in April was on a mobile device (Fig 1.3)
generally not a strategy used to acquire
demonstrating the customers desire to visit
new customers and compete online. An
in this way.
example of this would be “buy coffee
Traffic Sources online” as opposed to “buy cafedirect coffee Branded & Non-Branded Traffic
55% of Cafédirect’s traffic is generated online”. The latter generating the majority of You will notice the term “cafetiere coffee” has approximately 4400 searches per month. That
through referral, 25% direct, 18% is from Cafédirect’s traffic (Fig 1.7). In addition, the means that a user directly types that phrase or a variation of that phrase into Google’s search
search, and only 1% comes from social high percentage of “direct” traffic indicates engine in the UK. Cafédirect is capturing a large portion of this traffic by being listed in the 4th
channels (Fig 1.4; Fig 1.5). that the majority of the site traffic is familiar position of the organic Google search listing for that term. This is considered non-branded
with the company and has engaged the site traffic (Fig 1.8), and is a result of effective SEO practice and digital strategy. We would suggest
before. Fig 1.7, shows an average Google increasing your organic keyword strategy with more high volume traffic searches. This non-
search volume of 1000x per month for “cafe branded high volume search traffic is supported by the company’s youtube videos on how to
direct” and 720x per month for the term properly use a “cafetiere”.
“cafedirect”, understandably holding a #1
This specific data demonstrates the In further assessing the current state of Cafédirect’s online business, we can see that branded
position in the search listings for that term.
opportunity for the company to substantially traffic makes up 63% of the company’s overall traffic (Fig 1.8). Branded traffic represents
increase its reach, specifically via search and traffic that is driven by searches which include the company’s name in the query. As already
social channels which we will later propose. highlighted, acquiring new customers and new subscriptions requires a substantial non-
branded SEO strategy. In addition, more needs to be done with the cross-pollination of links
and strong calls to action between the primary and e-commerce sites. Another possibly better
option would be to combine the two websites into one.

May 8, 2019 5 May 8, 2019 6

CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN

For example, two bags of 227g Machu Picchu

whole beans costs £7.98 on Amazon.co.uk,
at tesco.com they cost £6.00, whereas on
fruugo.ca they are £6.95 for one bag plus
£13.86 standard shipping to the UK and
£22.97 to ship to the US.

Cafédirect’s online customers, like their

traditional customers, are choosing to
purchase based on taste, quality, social
purpose, and loyalty. For those loyal Long-Tail Keywords brand is one of the main objectives of this
While the majority of Cafédirect’s customers
customers, Cafédirect is a unique company Fig 1.9 demonstrates what exact phrases are plan. To create attention and exposure for
are primarily from the UK, customers from
with an important purpose, being pioneers in being used to get to Cafédirect’s website. targeted customers, who would otherwise
outside the UK can purchase Cafédirect’s
the fairtrade movement and now a Certified Customers know specific Cafédirect coffee find somewhat of a disjointed path to
whole/ground beans from 3rd party sites like
B Corp. Increasing awareness and educating names and products. For example, “machu purchase.
Amazon Stores (Amazon.com), The Ethical
not only the British but a worldwide global picchu coffee” is a very specific company
Superstore (ethicalsuperstore.com) and
audience is definitely possible. coffee that customers are searching for on
Ocado.com. Prices have a wide disparity on
average 90 times per month revealing brand
these sites. In some instances, for example
More importantly, however, is that these and customer loyalty.
if you do not live in the UK, the cost for
customers “know” and are aware of the
the coffee does not make sense when you
company. This can be demonstrated by the Generating new customers, fans, and
factor in shipping costs and time to deliver.
keyword analysis. followers, those without experience of the
Some portals like Tradecraftshop.co.uk and
ethicalsuperstore.co.uk will only ship to
mainland UK with a shipping fee.

May 8, 2019 7 May 8, 2019 8

CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN

COMPETITION Fig 2.2, is an example of a current display

Fig 2.0, shows Cafédirect’s top online ad campaign attempting to position itself
competitors based on common keywords through its “Ridiculously Good Coffee”
while Fig 2.1, demonstrates where Cafédirect message. The problem with this campaign
is positioned in context to its competitors. is that by focusing on the product -
All 5 top organic search competitors “Ridiculously Good Coffee,” the message gets
have a social mission, use the Fair Trade lost among the hundreds of other company
certification, are ethically positioned, and ads that claim their coffee is superior.
are driving the convenience of online The campaign lacks any real competitive
e-commerce coffee sales and subscriptions. advantage and a call to action is missing.
York Emporium and Jones Brothers Coffee There is an apparent disconnect between
are US-based but sell online to a variety of how Cafédirect acquires B2B customers and
countries worldwide. Office Coffee and The what is seen in the ad.
Blending Room are B2B coffee sellers based
in the UK.

Paid Search Ads & Competition

Cafédirect’s paid search ads (Fig 2.3), focusing on keywords related to gifts for coffee lovers and
B2C subscriptions are performing well with high volumes of searchers and top positions (see
Appendix A). With clear calls to action and value statements, we would want to continue in this
direction and integrate the rest of the channels with this tactic.

May 8, 2019 May 8, 2019 10

CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN

Key Takeaways & Considerations ``Regular domain is not linked to MARKET TRENDS the company to continue its sustainability
As global online sales for both B2B and B2C e-commerce subdomain Retail sales of Fairtrade coffee increased advocacy work, educate consumers, and
continue to explode it will be increasingly by 250% between 2004 to 2014 (Mintel, position itself as leaders. Sustainability
important for Cafédirect to strengthen ``It is not obvious on cafedirect.co.uk that in business is about much more than the
2014). During this period there has been
its global e-commerce capabilities and I can purchase coffee environment - it is using business as a force
a proliferation of other ethical coffee
its online B2C operations. Integrating accreditations, including Rainforest Alliance for good in a number of ways.
cafedirect.co.uk with shop.cafe.co.uk would ``Dark backgrounds with light text are
and UTZ which are now one company.
be highly advisable as it currently seems shown to be difficult to read Consumers are still wary of inauthentic
Research by Ethical Consumer has shown
like one is unable to purchase directly from corporate social responsibility claims that
``Very slow loading and poor (images that 9 out of 10 tea brands carry some type
the primary domain. This is troublesome are opportunistic. As “sustainability” has
and javascript) optimization for mobile of ethical accreditation, while 7 out of 13
and inconvenient for the B2C customer. become a trendy business tactic, there is an
devices brands of coffee bean are ethically accredited
In addition, site speed and load times opportunity for firms who are the “real deal”
(Ethical Consumer, 2019).
are underwhelming. Based on Google’s to be leaders in helping businesses act more
``Consider potential customers more
PageSpeed Insights (see Fig 2.2), cafedirect. Value sales of food and drink with organic, responsibly, considering more than just the
co.uk on mobile gets a score of 23 out of 100. Fairtrade, Rainforest Alliance, and MSC bottom line.
`` Increase social integration with lead
generating ecosystem certifications was estimated at £8.2 billion
The desktop site is better, scoring 71/100. As seen in Fig 2.5, 60% of UK consumers
in 2018. This segment experienced rapid
With 60% of the site traffic coming from are still confused about sustainable/ethical
``Increase awareness of B Corps and being growth over 2013-18, driven primarily by
mobile, which is expected to increase year schemes and their differences (Mintel, 2019).
the first UK coffee company to receive increased retail adoption and distribution
over year, this needs to be a priority. 65% of customers surveyed say they do not
this certificaton (competitive advantage) (Mintel, 2019).
know what ethical/sustainable schemes to
``Increase social capital globally of how Consumers can thank Cafédirect for prioritize or trust. Not knowing enough about
special this company is pioneering the Fairtrade operations and what the certifications stand for is cited as
label in the 1990s. Since then there has a reason for not buying ethically certified
``Increase global awareness as there is been massive adoption, clarity, and food and drink by 20% of non-buyers (Mintel,
an increasing appetite for sustainable increased competition in the ethical coffee 2019). As a result, Cafédirect could be
business models market. As a result, Cafédirect needs to up ‘missing’ potential customers. This presents
its game and strategically position itself Cafédirect with a significant opportunity
``Leverage mobile paid digital channels with differentiators. Through becoming the to leverage its existing brand and educate
first UK coffee company to become B Corp consumers, not only about sustainable
Certified, Cafédirect has done just that. food and drink but also the importance of
However, more work needs to be done to sustainable business practices.
translate this into an online value proposition
(OLVP). This represents an opportunity for

May 8, 2019 11 May 8, 2019 12

CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN

May 8, 2019 13 May 8, 2019 14

CAFÉDIRECT’S DIGITAL MARKETING PLAN CAFÉDIRECT’S DIGITAL MARKETING PLAN - PERSONAS

Coffee Aficionado Professional Hipster Middle Class Mary Social Advocate Jade

Conniossuer Journalist Teacher Mary, Freelancer

Sam, 52 Jack, 23 43 Jade, 33
Coffee Pattern: Coffee Pattern: Coffee Pattern: Coffee Pattern:
Passionate about Drinks loads of Drinks the majority Works allot from
coffee, loves expert coffee (at home of her coffee at a variety of coffee
reviews, extremely & in artisan home and work. outlets. Only
Cafédirect is in the perfect position to ``Working Hipster Professionals
active online. Has coffee bars) but Will visit Costa buys organic FT
reassert its leadership in this space as being No time. Disposible income for things they an online coffee prefers ethically or Starbucks on beans from firms
a continued pioneer in doing business in a really care about. Involved in the coffee subscription. inclined UK-based occasion. Goals: that are certified.
way that supports people and planet with a culture as a way of life. Goals: Buy FT, companies. To be a good Purchases beans
organic coffee Goals: Excel in person and do online or from
win-win outcome.
beans online. Likes writing/blogging her part in society supermarket.
``Working Middle Class Generation X’er &
experimenting with career as an expert through using less Heavily involved
TARGETED CUSTOMER SEGMENTS Baby Boomers new coffee and in social advocacy plastic. online in socially
Teachers, police, nurses who drink instant methods. and sustainability. advocacy groups.
Cafédirect’s online customers differ slighty Challenges:
freeze dried coffee and purchase it at Challenges: Challenges: Is increasingly Goals: Educate the
from their B2B customers, of which the Keeping coffee Disenchanted with non-educated on
grocery stores like Tesco. concerned about
company has traditionally served. In order fresh, demanding UK politics, status the state of the critical issues of
to cross match Cafédirect’s product offering work schedule. quo and business inequality, racism
``Sustainability Advocates & Online planet but doesn’t
in general. and sustainability.
with online customers that the offering Influencers
Pet Peeves: understand how
Coffee brewed Pet Peeves: that translates to Challenges:
would appeal to we present the following Not necessarily coffee lovers but choose from stale beans. Big box stores, fake purchasing. Earning enough
segments to target. sustainable/ethical products over others. Firms that are marketing, non- money to get by.
Pet Peeves:
Stock coffee in their pantry. inauthentic with optimized websites, Barage of choices Pet Peeves:
``Coffee aficionados all ages CSR and salesy. inconvenience, bad and information Uninformed
They like to try new coffees, appreciate Frustrating coffee, not being not understanding people, online
quality, typically don’t use a kettle for e-commerce sites. able to trust that the differences in a social rhetoric and
Poor quality and firms have his best
coffee, but will have high-end coffee and variety messages. greed.
rushed service. interests at heart.
espresso machines.

May 8, 2019 15 May 8, 2019 16

CAFÉDIRECT’S DIGITAL MARKETING PLAN – OBJECTIVES CAFÉDIRECT’S DIGITAL MARKETING PLAN – OBJECTIVES

Objectives
ELEMENT OBJECTIVE KPI’S
RACE® CAFÉDIRECT’S MISSION STATEMENT 1. Build awareness and generate 1. Unique visitors
The plan objectives will leverage PR
We champion the work and passion of understanding about Cafedirect’s 2. New fans, followers
Smith’s “The Race Approach to Objectives”
smallholder growers, delivering great purpose and brand across paid 3. New subscriptions to
framework. RACE (Reach, Act, Convert
tasting hot drinks to improve livelihoods, and earned media to drive mailing list
and Engage) looks at key objectives as the
whilst pioneering new better ways of doing
REACH
customer moves through a life cycle from preference and visits to owned 4. Referrals from
business. media handpicked.cafedirect. awareness ad campaign
initial touch point to lifetime loyalty (Smith,
2017). Objectives are each quantified and co.uk and social pages.
measurable. CAFÉDIRECT’S VISION
A rebalanced world which celebrates 2. Craft a seamless online 1. Time on site
We have included Cafédirect’s mission and business as a force for good and measures experience encouraging B2C 2. Bounce rate
vision statements found on their site to help success in the shared wellbeing of the ACT customer segments to interact 3. Pages per visit
bring context to how this plan will support communities it touches. and engage with the brand in
these mandates.
order to generate leads.

To the right are proposed objectives that we

3. Generate increased 1. Lead to conversion
believe are in alignment with Cafédirect’s CONVERT subscriptions and online 2. Number of conversions
mission and vision as a company. These
purchases.
objectives will surely increase Cafédirect’s
B2C brand exposure online, drive increased
engagement and sales. 4. Build global customer 1. Repeat conversions
ENGAGE sustainability advocacy and social 2. Audience shares, likes
capital relationships online and and re-shares
over time to build excitement, 3. Customer advocacy
garner retention, encourage 4. Repeat visitors
sharing and move the needle
foward on the value of B-Corps.

May 8, 2019 17 May 8, 2019 18

CAFÉDIRECT’S DIGITAL MARKETING PLAN – STRATEGY CAFÉDIRECT’S DIGITAL MARKETING PLAN – 4 C’S OF MARKETING COMMUICATION

Strategy
“Strategy without tactics is the slowest workers, customers, suppliers, community,
and the environment. This is a community of
route to victory” leaders, driving a global movement of people
using business as a force for good” (Certified
Sun Tzu, The Art of War B Corporation, 2019).

With complex issues of world sustainability

Situation Analysis answers ‘where are we increasingly staring us down we are in
now?’ Objectives clarify ‘where do we want to desperate need of business leaders who
go?’ and Strategy summarizes ‘how do we get are willing to go all in. As market data and
trends demonstrate most consumers don’t 4C’S FRAMEWORK POSITIONING MESSAGE
there?’ Strategy requires the ability to see the
Based on Jobber & Fahy’s, (2009), 4’s of In order for Cafédirect’s message to
big picture, the 40,000 foot view. trust or understand sustainability or ethical
marketing communication model this stategy resonate with its intended online audiences
schemes. Why would they? After centuries
seeks to build an online value proposition it needs to be clear, consistent, credible
Cafédirect holds a very special place in the of growth maximizing business models
in order to set Cafédirect apart from the and have a competitive edge. The current
British business landscape being pioneers that rarely consider the long-range impacts
increased myriad of ethical and sustainable “Deliciously Good” message focuses on the
in “doing the right thing” even when it was on people and planet, the way businesses
coffee companies. The strategy will seek product, whereby the red ocean exists. The
unpopular and despite flailing revenues. operate needs to change on a global scale.
to position Cafédirect, not as a leader in message needs to impact both B2B and B2C
They orchestrated the entire fair trade coffee Who better to lead the way in the UK than
sustainable ethical coffee products (of audiences.
movement in the 1990’s not because it was Cafédirect? What better platform than
a trendy CSR idea but because it was a really digital media, with its global reach and easily which there are many), but rather a leader
in customer-centric sustainable business Proposed Online Value Proposition
important cause to owners of the business accessible information?
once they realized how badly business practices whereby business can be a force for
good. This idea, as a digital strategy, aligns
Leaders in using business as a force
was exploiting farmers and growers in Customer-centric sustainability and
impoverished countries. hybrid business models are not easy to with the the firm’s higher vision and mission. for good. The first B Corp Certified UK
As currently, Cafédirect’s online presence
Now, decades later, Cafédirect has become
understand even for business academics
let alone general consumers. The challenge lacks clarity of purpose and the value is coffee company.
the first UK coffee company to be B Corp this strategy attempts to solve is one of unclear for potential customers. It is not
Certified. “Certified B Corporations are a new marketing communication positioning and well promoted or optimized online and is
kind of business that balances purpose and awareness. easily lost amidst many online sustainable
profit. They are legally required to consider subscription-based coffee companies.
the impact of their decisions on their

May 8, 2019 19 May 8, 2019 20

CAFÉDIRECT’S DIGITAL MARKETING PLAN – STRATEGY CAFÉDIRECT’S DIGITAL MARKETING PLAN – TACTICS

ONLINE VALUE PROPOSITION WAKE UP AND SMELL THE BREW

Tactics
An online value proposition is closely linked CAMPAIGN
Summary of existing and new targeting
to Cafédirect’s brand positioning which Tactical messages and ads online serve to
approaches we will use to boost acquisition
answers the questions: who we are, what enage and help new customers identify why
and retention. See chart on next page for full
we offer, which markets do we serve, what they should click, share, subscribe or buy and
breakdown and budget.
makes us different? ideally feel motivated enough to share their
experience – the last point being key in an
``Combine cafedirect.co.uk and
With the proposed value proposition age where the customer increasingly defines
handpicked.cafedirect.co.uk for a more
message, “Leaders in using business as a the brand.
seamless less confusing customer
force for good. The first UK coffee company journey
The proposed big box ad displays the
to become B Corp Certified” we are able to
Financial Times subtly in the background, a
strategically position and differentiate the ``Convey the value of purchasing a
headline that inherently has a call to action
company apart from all the other fair trade Cafédirect coffee subscription
and a clear, concise positioning statement.
coffee firms.
``Optimize and build landing pages for
As noted in earlier sections consumers still SEO/PPC that are high speed and high
lack understanding in issues of ethicality performance
and sustainability. This strategy, therefore
is about informing and motivating B2C ``Set up Google Analytics goals
customers. e-commerce tracking

In addition to the postioning statement we ``Create KPI dashboards

need a tactical campaign which tells the
customer in more detail why they should
choose a Cafédirect coffee subscription
helping to drive click throughs, new site visits,
conversions and online engagement that
captures each of the four target audience
segments: coffee aficionado, professional
hipster, “middleclass Mary” and social
advocate.

May 8, 2019 21 May 8, 2019

CAFÉDIRECT’S DIGITAL MARKETING PLAN – TACTICS CAFÉDIRECT’S DIGITAL MARKETING PLAN – CONTROL

SUMMARY OF TACTICS FOR All paid campaigns should begin after web
1 YEAR PLAN properties and functionality is complete in
The actions or tactics below are the “how month 4. ACTION DETAILS OBJECTIVE WHO WHEN BUDGET

do we get there” executions necessary to

Paid Facebook & Digital
implement the objectives and strategy. Instagram stories
Use video and display ads for
#1, #2, #4 Marketing
Months £20,000
building awareness 4-12
campaign Manager
Create a content calender focusing
on creating and publishing content
ACTION DETAILS OBJECTIVE WHO WHEN BUDGET Social Content that drives the online value
Content Months
Development (FB, proposition and aligns with SEO #1, #5
Developer 4-12
IG, TW) keywords. The purpose is not to sell
One single site that services both but engage. Selling will be a by-
Optimized and ASAP, product.
B2B wholesale partners and B2C Developer/
integrate online web #2, Month 1 £20,000
purchasers optimized for speed on Agency
properties &2 Total:
mobile.
£180,000
Organize content on site for separate
User-experience audiences with user-experience User-
ASAP,
design (UEX) design, information architecture Experience
#2 Month 1 £10,000
and Information user-flows and task analysis planning
&2
architecture (IA) principals making it simple for users designer
to find what they need and purchase.
Set up Google Analytic e-commerce
Tracking and goals, conversion funnels and KPI Developer/

Control
#2 Month 2 £10,000
reporting dashboards tailored to segmented Agency
audiences.
Reviews and social Add live social feeds, video and Developer/
#2, #3, #4 Month 2 £5,000
feeds customer reviews to site. Agency
Online promotions Incorporate e-commerce specials, Digital
and shipping promotions and free shipping to #2 Marketing Month 3 £5,000
discounts certain customers. Manager In order to measure results of this plan the
Digital following tools will be used:
Point of sale Integrate grocery sales promotions
Marketing
messaging and and communications with online
#2, #3 Manager & Month 3 £20,000
online sales products including partner
messaging e-commerce vendors like amazon.
Marketing ``Google Analytics including e-commerce
Manager
tracking
Use google ad network to specifically
Awarness Display Digital
target and cast display and video ads Months
and video campaign #1, #2, #4 Marketing £50,000
to target audiences using interest 4-12 ``Sales figures from the company’s
(Google) Manager
based targeting and re-targeting.
accounting system
Create text ads based on specific
Tactical paid search Digital
keywords for active coffee searchers
(Google & Bing) Marketing Months
campaigns plus SEO
and build organic SEO alongside #2, #3
Manager 4-12
£20,000 ``SEM Rush - a robust data insights tool
this campaign. Use location based-
optimization for digital marketing
targeting as well.
Set up twitter ads, selecting different Digital
Paid Twitter Months £20,000
strategic products for promoted #2, #3 Marketing
campaign 4-12
tweets. Manager

May 8, 2019 23 May 8, 2019 24

REFERENCES REFERENCES

References
Anon, All-in-one Marketing Toolkit. SEMrush. Available at: http://semrush.com/ [Accessed May Nationalcoffee, 2016. What Are We Drinking? Understanding Coffee Consumption Trends.
24, 2019]. National Coffee Association Blog. Available at: https://nationalcoffee.blog/2016/03/19/coffee-
drinking-trends-2016/ [Accessed May 23, 2019].
Certified B Corporation, About B Corps. About B Corps | Certified B Corporation. Available at:
https://bcorporation.net/about-b-corps [Accessed June 3, 2019]. Nielsen Norman Group. Legibility, Readability, and Comprehension: Making Users Read Your
Words. Nielsen Norman Group. Available at: https://www.nngroup.com/articles/legibility-
Chaffey, D. (2010) Introducing RACE: A practical framework to improve your digital marketing. readability-comprehension/ [Accessed May 31, 2019].
SmartInsights. Available at: https://www.smartinsights.com/digital-marketing-strategy/race-a-
practical-framework-to-improve-your-digital-marketing Smith, PR. (2011). SOSTAC® guide to writing your perfect plan, www.PRSmith.org

Chaffey, D. & Smith, PR (2017) Digital Marketing Excellence – planning & optimizing your digital
marketing, 5th ed., Routledge

Christopher Hooton, 2014. Caffeine hit: here are the professions that drink the most coffee. The
Independent. Available at: https://www.independent.co.uk/news/uk/here-are-the-professions-
that-drink-the-most-coffee-9728926.html [Accessed May 23, 2019].

Ethical Consumer, Ethical Consumer. Ethical Consumer. Available at: https://www.

ethicalconsumer.org/ [Accessed June 3, 2019].

Jobber, D. and Fahy, J. (2009). Foundations of marketing. 3rd ed. Published Maidenhead: McGraw-
Hill Higher Education.

Reed Fidm, D., 2014. SOSTAC: The guide to the perfect digital marketing plan. Journal of Direct,
Data and Digital Marketing Practice, 16(2), pp.146–147.

Mintel, Home. Mintel Academic. Available at: http://academic.mintel.com/ [Accessed June 2,

2019].

May 8, 2019 25 May 8, 2019 26

APPENDICES APPENDICES

Appendices Appendix A
!"#$%&"'&"
#()*#+$,&
#-
(#.$#) /-
000$#(,$%1


 


 

2 3 2 (4 25 

.  ,8.  )4 :. 

  6-!7
  697
 ;9-7
  
4. 3 =(
(

  ;-<<7
  6 97
!
/< 
  


 " #$%&  '
2 (4 2* 9>?












 
 
 
 
 


 3  3 5  @ 


 
$(
)

 
*+(,*
2 (4 25  2 3 2 (4 25 

3 5
!AB7C
@ 
--AB/! 7C



?5 >$# ?> 

February 8, 2019 27 February 8, 2019 28

APPENDICES APPENDICES

Appendix A
!"#$%&"'&"
#()*#+$,&
#-
(#.$#) /- Appendix B
000$#(,$%1


 
* 
,
23 52 (4 2* 9>?











 
 
 
 
 


3  (  $?  $  )


 
*
23 525  2 (4

!B7C


 



3

( /B97C

$? !B7C 



$ B7C

)B0 C B7C


 
*+
(
#*
2 3 25 

1
 3 3 5 @ 

,A4> </-7 <9A  -!

>
 7 -A !- !

   <7 -  .

& / 7 -9! . 

=4  ? / 7 -9! . 








?5 >$# ?> -

February 8, 2019 February 8, 2019

APPENDICES APPENDICES

Appendix B Appendix B
!"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/ !"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
222$#*.$%3 222$#*.$%3


  
  '(
!
.45

 .45

 

5.45&@@

  6 )*&77'3
  6 )*&77'3 

$#8* 91 4

  6

4
 1 6 ):3 ;4 6 
):3 ;!4 6


           
     
    
   !
"   
       
 
*
<

 


       
     

 ))&,=&34,'"4$
 ))&,&
$  

*

>
 4 +?@8
 9

*

>'+ 4 &

 
A

"
3
>

 
)
 " 
* $"
+$$
,
-  
"
  >@
>



#$%$ " 
 
#$&%$ " &>@
8B
8
?@
8
C>8

@


$#8


 $
8

>B8>'
?




DD
E




  &! +$$

.
-,
/
"$ 0") >@
>


 >@
8B
8>@88
@>8

>
?

D
C




8
@



/  1$%$
 $2"
 >@
>





$@@ >@
8B
8?
@>8

@


@
8


)8

??
7@8
2
?
2@&?
8



 

B8>
@.
@
88

@@F@
8


 8
@@8

@88

G



 $
!9 +$$
"2"
 >@
>

 >@




8
B
8

@


8@>8
8

  G
$

?
!)8
@

@
>>8








 1 &>9 +$$

3 "2"
 >@
>
>@
8:@@B
88
@

H
8F@
&>


8



>?
?8
 >


@

@2
?

@@ 
@
@>

I &!9 %$

 $2"
  >@
>
>@
8B
8
@


@>8
D&@.
@
88



@

8


@@@

BC>)8
$#8
$

>

8
8
&@9

!  9 +$$
%$
 $2"
 >@
>
>@




8
B
88

@


>@>8

8


.
@
8

@

?>@
8
B


8
?
8@BC8
8
?

8?8
)8

8@E

8

$#8$



9 J19 
#$"&
,
2"
  $#8
2

>
?

>@

>8




2

@>
8 @

8






 )8


$#8 




 )8


$#8 /

February 8, 2019 February 8, 2019

APPENDICES APPENDICES

Appendix B
!"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/ Appendix B
222$#*.$%3 !"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
222$#*.$%3


"(

%$
""!
$"$4
.45



'
* ' 


'$
#$?@>A   (
 ' 
  ''

>$
8): "
.45

  
"   % !
# !  
4
 + 0@
3+3 ): $ #   ! 
%& )) !
%&  
#  


        6  $) '' %
   %
  !
  


   !    6  

!



E

   ! !6 

8



    I16 
  *
>4
 "


E

  ! I  !6 



#$$"$"& "$


 
!5$.

.45

 .45


.45




  6 )*&77'3 BBC
=
):
B:C
"D=
):
>4
 "

/
I   ! / 4
 I

 9!

I
 


 
 







D/ D D D/ /D D1 1DI ID! !D9 9D  D


'$%$
""$?*A
.45





'('

.45


3
 34
 $#4
 3,

@


 // 9 6 

H
?8
E

 1 /! 6 

:
DE

 1   6  9 9 9

! !! !9
I/ I1
8
?@
>  /! /6  1I 19 I
1 1

@@
  9 6 




 )8


$#8



 )8


$#8 

February 8, 2019 February 8, 2019

APPENDICES APPENDICES

Appendix B Appendix B
!"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/ !"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
222$#*.$%3 222$#*.$%3


%$
""!
$"$4

"( .45



 $)!
*  ' 
+  '
  '
'' % $

'$
#$?A  ! ,
 

+$
8): "
! 
.45

  

4
 + 0@
3+3 ): '
 ' 
$ 
)) '
>E

@
      9 6  $ '
! 
 # 
 %&  &
)  #
>E

@
      9 6    
%#  !

!
>E

@
      9 6 

E

?     1/ / 6     

+4
 "

:
E

8
   I I! 6 


 ?A
.45



 %$$"$"& "$
.45

 3E

,
5$
6283
7#$)'0#5
 )8


>E

5,

@

8
&

&8


O 8


O
 &  & 
&3E

3
7
8@%*
$
@ &3E

3
7
8@%*
$
@
3E

)T$
@

=#C
 3E

)T$
@

=#C
)8
=

3E



+4
 "

7;! 1
8*
&+
)(


 *
3E



3E

,
5$
6283
7#$)'0#&8 "

*3E

&>5288@$?




O &8


O
 &  & 
&3E

3
7
8@%*
$
@ 7
8%
3E



@



@)(@@

3E

)T*
&+
)(3E

#C@
 +@& @?@
T7;! 1
8)8
=


  3@?)8
=

3E



*
3E

 3E

$
@

=#C
*
&+
)(
3E

$
?#C
7;! 1
8
 
+

3E

$
?#C
3E

)/$
8*
@ +D9 + S +

$
@

=#C
 #C@
3@?

*
3E




'$%$
""$?:A
.45



3
 34
 &4
 3,

@


E

  1 6 

?@
E

?C  1 6 

?
@@
?  / 96 

8@  / 96 

:
E

8
  1 96 




 )8


$#8  


 )8


$#8 

May 8, 2019 May 8, 2019

APPENDICES APPENDICES

Appendix B
!"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
Appendix B
222$#*.$%3 !"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
222$#*.$%3

 '$)

0
$
*
<



*
 =@ '+O3

'$& 
   1I9
19
*
<



*

>>
)@
O*

>>
.*, &8
CO,.*, )
@D
   919

2
5
)
& 3

 D
8<OO>

OD
O 8<OO

O 


 /I9  /




E

>5(U#*2&$)# 3W

P D >? 1  //I/
8<OOK

OOOD

D
DDE

D>O
V 8<OO?
>

O



 I!  9/! 
 G=@><)8
?@> 
$
3C
?

@
 E

D
8<OO> ?@>O 8<OO

OO8D8O




E

>5(U#*2&$)# 3W

P D
8<OOK

OOOD

D
DDE

D>O
V 8<OO?
>

O
'$,
-


*
<


/2
5
)
& 3W
 D
8<OO>

OD?@O 8<OO

O )@
.*,
 =@

8<OO

O
@@
8 /9 19/I

8<OO

O   9II
'$ $
*
<


8<OO

OL8O 1  1!
&8 +

>

 =@


@@
@
 6 9 /1 8<OO

O?O   


@@
 !6  I/ 8<OO

O@
8O   

8<OO

OL8O !6 I !

8<OO

O?O I6   !

8<OO

O@
8O I6 / 9 I
!
"

 !
")

" "
?A
1$$#!5$0$$# '
 +?@8
 & '>
%), )
C
*
<

 *
<






 I I  
)
C
/14 6
?    
'>

 / I6
@    
>C >C 7
/
1$$#?>A 5$0$$#?>:A      
7


@@
    

 !
"/
?A




,> )


8<OO

OD
 
O 1



 )8


$#8 /




 )8


$#8 

May 8, 2019 May 8, 2019

APPENDICES APPENDICES

Appendix A
!"#$%&'"('")#*+,#-$.')#/)*#0$#+& 1/
Appendix C
222$#*.$%3

,> )


8<OO8


O@@
 /

 !
" 
'
-" ?A




7
?X&$>.
& 
)8
2@GA@
3J7

Y#H8

=

BT

 !
" 
,
 ?A
  


 
    
 


 
 !"




 )8


$#8 1

May 8, 2019 May 8, 2019

APPENDICES APPENDICES

Appendix C Appendix C
#$%&' ($)($*%+,-%.&/(*%0 !*+%1&%, !" 20 #$%&' ($)($*%+,-%.&/(*%0 !*+%1&%, !" 20
3334&%+/&'45 3334&%+/&'45


  

 %&#'
/
6 

!< ==4 447=

 447

   

< ==4 447=7 =

/
6  /
6 
 447

178 !# 0< ==4 447=97 =

 447
$7897  #:
7 < ==4 447=<> >97=
 447

2< ==4 <7 48=7 = =

 <7 48

:< ==448=9<=7 =5 >? >@
><7>,<7>5= !#: !!
5,5/& !4 : 48
7

58  
!4 #< ==448=9<=7 =5 >? >&8 <>+ >5= " !!
48



  

;< ==4 48=@=
>A=7 =2!22:;;2
 48

"< ==48B
447=5C50C " >,<7>@
>? > 9==A :) 3
8B
447

 
 ! < ==
44@==5C50C "
/
6  4@
 !!< ==4 4@47=A7
@>? =5=5
 4@47

!< ==4 48=8=7 = >@

> >8<7><7>@7
>=0"0":>22"">220
!  48

4;! 4;! 4;! 4;! 4;! 4;! !0< ==4
D 447=9
=9
>
8=
4:# 4:# 4:# 4:# 
D 447
42 !< ==4
97447=<=@9=@= >7>>@>>#@

 
97447

!2< ==4  <447=7=

  <447

!:< ==4878 447= >>8

=7
E5=5 E? E@
E<7E,<7E+ E

E7
E5E#@4< 8
878 447

!#< ==4 <D4@47=5

! 
"#  
#$  <D4@47
/
6  /
6 

 178 5,5/&
 178 5,5/& !;< ==497

@
48=9@=
=0 022#= >98>F >7>>7> >
>9>>  7
97
@
48
  !# !4 :  ! 4"
!"< ==4
9 447== >>8 >  >2# #0#2 

9 447
 8<7<7 " 420  # 4"
 < ==4 <@7
48=7 
9>97
= >F

@>> 
 8<7<7
 
 # 4!# 8<7<7 !# 4#  <@7
48

 79 
 4  < # 4

 9
 ! !4  8<7<7 !! 4;2


 
 !" *<   
8&%7<48  
 
 !" *<   
8&%7<48 0

May 8, 2019 May 8, 2019

jennarmour.ca

t. 2504641254

[email protected]