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Mason Calhoun & Andalib Ahmed 

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Coffee Beans

Executive Summary 

At Safari Pride Coffee we strive for truth in our community just as much as we strive for excellence in our African rich coffee. We hope to be a beacon of support for our consumers and a place where we can be viewed as more then just a place to get coffee. 

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Our initiative centered around "REAL CHOICES REAL IMPACT REAL  CHANGE" is in hopes to reflect what our company is built around and what we look forward too. 

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REAL CHOICES | REAL IMPACT | REAL CHANGE 
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Paid Social - Instagram

Tailored for the Aspirational Fusion audience, our Safari Pride project on Instagram centers on captivating, high-definition videos featuring individuals immersed in awe-inspiring safari landscapes while donning Safari Pride-branded clothing. These videos seamlessly transition between intense wildlife encounters and moments of quiet reflection, promoting a connection between personal determination and the spirit of the safari.

 

To enhance authenticity, collaborations with influencers embodying the Safari Pride lifestyle will be leveraged. The "Shop Now" feature on Instagram will be strategically integrated into the videos, facilitating direct purchases of Safari Pride apparel. Our paid social strategy encompasses Instagram Stories, Reels, and Posts, coupled with influencer partnerships, ensuring a visually compelling and emotionally resonant narrative that encourages the Aspirational Fusion group to embrace their journey with Safari Pride.

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Out Of Home - College Campus

For Safari Pride Coffee, our Out-of-Home initiative strategically targets the vibrant environment of college campuses, with a special focus on Arizona State University as an illustrative example. Recognizing the captive audience of millennials immersed in higher education, our campaign centers around gyms within university campuses, considering them ideal spaces for impactful ad placements. Descriptive and compelling little pop up stores will be all over the different university campuses spaces, featuring our brand representatives proudly showcasing our new coffee product lines.  By leveraging the dynamic energy of college campuses, we aim to captivate the attention of students, faculty, and fitness enthusiasts alike, fostering a connection between the invigorating experience of our coffee and the vibrant campus lifestyle.

Direct Marketing - Coupons

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Embarking on a new frontier of direct marketing, Safari Pride Coffee seeks to engage with coffee enthusiasts on a personal level by strategically placing coupons in local grocery stores and shopping centers. Safari Pride Coffee aims to create a unique presence in the everyday lives of consumers.

These coupons will not only offer enticing discounts on our diverse coffee blends but also serve as an invitation for customers to savor the rich, bold flavors of Safari Pride Coffee. By directly reaching out to individuals during their routine grocery shopping or leisurely visits to shopping centers, we aim to foster brand awareness and connect with a broader audience, inviting them to elevate their coffee experience with Safari Pride.

Print - Flyers

Embarking on a distinctive print advertising venture, Safari Pride Coffee is poised to captivate readers through the insertion of vibrant and visually appealing flyers in renowned publications such as Men’s and Women’s Health Magazines. Diverging from conventional approaches, Safari Pride seeks to establish a genuine connection with consumers by showcasing its diverse coffee blends through carefully curated and eye-catching flyers. Placed strategically within the magazine pages, these flyers will not only draw attention but also serve as an invitation for readers to indulge in the exquisite flavors of Safari Pride Coffee. By choosing this innovative path, Safari Pride aims to seamlessly intertwine with the readers' experience, fostering an organic and memorable association between the joy of savoring exceptional coffee and a lifestyle of vigor and vitality.

Television - Broadcast

Tailored to resonate with our Aspirational Fusion audience, Safari Pride Coffee's television marketing strategy is strategically crafted for local impact, with a focus on broadcasting engaging commercials on local ABC and other news networks. By aligning our approach with the viewing habits of this dynamic demographic, Safari Pride aims to seamlessly integrate into the daily lives of Aspirational Fusion members, presenting our rich coffee blends as a vital element of their routines. These visually compelling commercials will convey the enriching experience of savoring Safari Pride Coffee, accentuating its role in enhancing moments of joy, relaxation, and the pursuit of a vibrant lifestyle. Through local news networks, Safari Pride Coffee seeks to establish a strong and meaningful connection with the Aspirational Fusion community, positioning itself not just as a beverage but as a cultural and flavorful delight that complements their aspirational journey.

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Radio/ Streaming - Sponsorship

Influencer - Third Party


Capturing the essence of the Aspirational Fusion audience, Safari Pride Coffee's podcast advertising strategy aligns with the preferred platforms of our dynamic demographic, reaching them where they seek daily motivation and self-improvement content. Opting for radio sponsorship, we aim to partner with local radio stations, immersing Safari Pride Coffee in the auditory landscapes of our audience. The sponsorship messages will be concise yet impactful, echoing the tagline "Savor the Journey." Each segment will feature relatable stories from individuals within the Aspirational Fusion community, sharing their coffee-infused moments of joy, relaxation, and personal growth. By seamlessly integrating our brand into these narratives, Safari Pride Coffee endeavors to become a companion in the daily lives of our audience, offering them more than just a coffee experience but a flavorful journey of aspirations.

In a strategic move to elevate Safari Pride Coffee's presence, we aim to collaborate with influential figures who embody the aspirational spirit of the Aspirational Fusion audience. Our ideal influencers, carefully selected for their resonance with the Safari Pride ethos, will include individuals prominent on social media platforms. Among these influencers, we envision collaborations with those who share captivating content related to personal growth, lifestyle improvement, and the joy of savoring unique experiences. Through this partnership, the chosen influencers will showcase Safari Pride Coffee as an essential element of their daily routines, emphasizing the brand's role in enhancing moments of joy, relaxation, and the pursuit of a vibrant lifestyle. By leveraging the power of social media, our influencers will authentically connect with the Aspirational Fusion community, fostering a genuine and relatable relationship between Safari Pride Coffee and our dynamic audience.

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Programmatic - Search


Embracing a strategic approach to reach our Aspirational Fusion audience, Safari Pride Coffee's programmatic search advertising strategy will be intricately tailored to resonate with the coffee enthusiasts who frequent search engines and specific websites. Our PPC search ads will find their home on popular search engines, ensuring visibility when our audience actively seeks information about coffee and lifestyle enhancements. Key targeted keywords will encompass "unique coffee blends," "flavorful coffee experiences," and "artisanal coffee." Additionally, our ads will be strategically placed on lifestyle and wellness websites frequented by the Aspirational Fusion community, creating a seamless connection between Safari Pride Coffee and their online exploration. By strategically positioning our ads in spaces where our audience seeks information and inspiration, Safari Pride Coffee aims to become an integral part of their online journey, enticing them to savor the rich and diverse offerings of our unique coffee blends.

Branded Content - Mobile App

In embracing the digital landscape and catering to the preferences of our Aspirational Fusion audience, Safari Pride Coffee will introduce an innovative incentive program through a dedicated mobile app. Recognizing the shift towards online interactions, this program is designed to reward users for their engagement and loyalty. Upon logging into the Safari Pride Coffee app and exploring our range of coffee blends, users will accrue points in their accounts for each daily login and browsing session. These points, reflective of their dedication to the Safari Pride Coffee experience, can then be redeemed for exclusive offers and discounts on our diverse coffee selections. This branded content and incentive program aim to create a dynamic and rewarding journey for our audience, encouraging them to explore the rich flavors of Safari Pride Coffee while enjoying exclusive benefits through the convenience of our mobile app.

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Internal Rollout - Employee Events

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Recognizing the invaluable contributions of our behind-the-scenes team at Safari Pride Coffee, we are dedicated to fostering a thriving and appreciative work culture through a robust Internal Employee Incentive Program. In addition to competitive compensation packages, we prioritize our employees' well-being and satisfaction. Safari Pride Coffee will introduce employee events, including team-building retreats and appreciation gatherings, providing opportunities for our staff to unwind and connect outside of the workplace.

Moreover, our incentive program will feature exciting initiatives where employees can participate in challenges and activities to win prizes, further enhancing engagement and camaraderie. By celebrating the hard work and dedication of our internal team, Safari Pride Coffee aims to create a workplace environment that not only values its employees but also cultivates a sense of pride and enthusiasm in contributing to the success of the brand.

Owned Social - Facebook

In the realm of owned social media, Safari Pride Coffee will strategically leverage Facebook as a primary platform, recognizing its diverse user base and the ability to connect with specific customer groups. Within dedicated Facebook groups tailored to our Aspirational Fusion audience, Safari Pride Coffee will roll out engaging and relatable content. Our social media strategy will involve the creation of captivating videos showcasing innovative coffee recipes, energizing morning routines, and moments of joy with Safari Pride Coffee. The content will not only highlight the unique flavors but also emphasize the brand's commitment to enhancing the aspirational lifestyles of our dynamic community. In addition to video content, aesthetically pleasing imagery and professionally shot photos will be shared on the brand's Facebook page, providing a visual feast for our audience. By curating content that resonates with the interests and aspirations of our Aspirational Fusion customers, Safari Pride Coffee aims to establish a strong and meaningful online presence within the Facebook community.

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Earned Social - Webpage

For earned social media, Safari Pride Coffee will create a dedicated webpage to amplify the organic reach of user-generated content. Launching the #SipSafariChallenge, we invite coffee enthusiasts to share their unique Safari Pride Coffee experiences through photos, videos, and stories on the webpage. This initiative aligns with Safari Pride Coffee's commitment to enhancing daily moments and fostering community connection. As participants contribute, the webpage becomes a dynamic gallery, celebrating diverse ways individuals savor Safari Pride Coffee. This approach aims to organically boost brand awareness and authentically engage with the Aspirational Fusion community.

Public Relations - Charity Events

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In the realm of public relations, Safari Pride Coffee is committed to making a positive impact by fostering meaningful connections with the community. Our charity events initiative will focus on collaborations with organizations like Make-A-Wish Foundation, where a percentage of sales will be dedicated to supporting their noble cause. Additionally, Safari Pride Coffee will sponsor events and provide participants with exclusive branded items, creating a shared sense of joy and community. By aligning with impactful charities and creating memorable experiences, Safari Pride Coffee seeks to enhance its brand image, inspire customer loyalty, and contribute to the well-being of those in need.

Media Mentions - Native

Safari Pride Coffee seeks to organically cultivate a strong connection with the press through native and word-of-mouth strategies. By fostering authentic relationships with journalists and influencers, Safari Pride Coffee aims to secure features in publications that resonate with our Aspirational Fusion audience. Through articles and reviews in lifestyle magazines and coffee enthusiast platforms, the brand will naturally become part of conversations, creating a genuine word-of-mouth buzz. This approach aligns with Safari Pride Coffee's commitment to authenticity and aims to position the brand as a noteworthy and flavorful choice within the coffee community, fostering trust and credibility among our dynamic audience.

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Media Strategy

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In crafting the media strategy for Safari Pride Coffee's #SipSafariChallenge campaign, key tactics will be strategically implemented on a global scale. A central element is the establishment of Safari Pride Coffee Hubs, starting with a flagship location in a major city, such as New York, renowned for its diverse community and coffee culture. These Hubs will serve as immersive spaces where coffee enthusiasts can experience Safari Pride blends firsthand, fostering a direct connection with the brand. Influencers and content creators will be invited to these Hubs, providing a dynamic backdrop for engaging social media content that aligns with the aspirations of our Aspirational Fusion audience.

 

Additionally, the Safari Pride Coffee Hubs will host sponsored events, supporting impactful charities like World Coffee Research and Coffee Kids. Through competitions and gatherings, we aim to not only raise awareness for these causes but also create inclusive spaces that bring communities together. To extend our reach to a global audience, Safari Pride Coffee will strategically engage with major international sporting events, starting with partnerships in events like the Tokyo Marathon and the Coffee Expo in Brazil.

 

Further, the #SipSafariChallenge banners will find their place as motivational pillars in university gyms worldwide, reinforcing the campaign's theme of "Savor the Journey" and ensuring Safari Pride Coffee remains a source of inspiration for younger generations. Through these diverse tactics, Safari Pride Coffee aims to establish itself as a globally recognized brand, connecting with communities, influencers, and coffee enthusiasts on a profound level.

 

 

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