The primary objective is to increase brand awareness, drive customer engagement, and foster loyalty for Boarding Pass Coffee. The campaign aims to leverage influencer marketing, social media interaction, AI-driven experiences, and content sharing to reach a diverse audience passionate about coffee and travel. By combining these tactics with personalized rewards and a user-generated content strategy, we aim to enhance our digital presence and cultivate a loyal customer base.

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Influencer Marketing Strategy

Influencers to Collaborate With:

• Annie Wanyi Jiang (542K Instagram followers, travel blogger)

• Kerry Murphy (110K Instagram followers, local travel blogger)

• Adam and Cole (177K Instagram followers, travel and food content creators)

Campaign Tactics:

• Sponsored Content: Invite influencers to create content that features their experience at Boarding Pass Coffee, showcasing unique coffee blends, the ambiance of the café, and the connection to global coffee culture. Influencers will promote the campaign by highlighting their personalized "coffee-fied" avatars (described below), alongside travel experiences tied to coffee culture.

• Incentives: Influencers will receive free products and events in exchange for their content. They will also be compensated with a 20% commission for each sale generated using a personalized promo code. This structure encourages them to share our message authentically and drives conversion.

• Social Media Engagement: Influencers will share their "coffee-Fied" avatars on platforms like Instagram, TikTok, and Facebook, incorporating branded hashtags such as #BoardingPassCoffeeAdventures and tagging Boarding Pass Coffee’s social media accounts.

Conversion Goals for Influencer Marketing:

• Engagement: Track likes, comments, shares, and saves on influencer posts, as well as the number of users engaging with branded hashtags (#BoardingPassCoffeeAdventures).

• Impressions: Measure the overall reach of influencer content and the number of times their posts are viewed.

• Sales Conversion: Monitor sales generated through unique promo codes shared by influencers.

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AI-Driven Interactive Campaign: Coffee-Fied Adventures

Campaign Description: To engage the target audience in a fun and shareable way, we will launch the Coffee-Fied Adventures campaign, which allows users to create personalized avatars based on their coffee preferences and travel personality. These avatars will blend elements of coffee culture and travel aesthetics, offering users a unique, interactive experience that reflects their love for both coffee and adventure.

Features of the Campaign:

• Avatar Customization: Users can customize their avatars based on their coffee type (e.g., “Espresso Explorer,” “Latte Voyager,” “Cappuccino Wanderer,” and “Cold Brew Nomad”) and select accessories and backgrounds that reflect popular travel destinations (e.g., Paris, Tokyo, or the beaches of Costa Rica).

• Incentive for Participation: To access the avatar creation tool, users will need to fill out a brief questionnaire and opt into Boarding Pass Coffee’s email newsletter. In return, they will receive a 10% discount on their next purchase (in-store or online).

User Interaction:

• Shareability: Users will be encouraged to share their avatars on social media with the hashtag #BoardingPassCoffeeAdventures. To incentivize participation, we will offer discounts, special promotions, and even entry into a giveaway with free coffee and travel-related prizes.

• Influencer Collaboration: Influencers will promote the tool, demonstrating how they create their avatars and sharing their unique designs, encouraging their followers to participate as well.

Conversion Goals for AI Campaign:

• Engagement: Measure the number of avatars created and shared on social media, tracking the use of the hashtag #BoardingPassCoffeeAdventures.

• Impressions: Monitor the reach and visibility of the campaign through shares and mentions across various platforms.

• Impressions: Monitor the reach and visibility of the campaign through shares and mentions across various platforms.

• Sales: Track sales are driven by the discount code given to users who create avatars.

• Customer Retention: Measure the number of newsletter sign-ups from campaign participants.

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Social Media Content Strategy

Platforms: Instagram, TikTok, Facebook, and YouTube

Content Types:

• Visual Content: High-quality images of coffee products, café ambiance, and behind-the-scenes shots of coffee roasting. Content will highlight the global origins of Boarding Pass Coffee’s beans, with captions focused on storytelling (e.g., "From the farms of Ethiopia to your cup in Gainesville").

• Videos: Short-form videos for Instagram and TikTok showing the coffee-making process, customer experiences, and travel-inspired coffee blends. Longer-form content will be posted on YouTube, providing deeper storytelling on the ethical sourcing of coffee and their cultures.

• User-Generated Content (UGC): Share customer photos of their “coffee-Fied” avatars, coffee moments at the café, and travel-inspired coffee adventures. Encourage customers to tag Boarding Pass Coffee and use campaign hashtags in their posts.

Conversion Goals for Social Media:

• Engagement: Track likes, shares, comments, and saves on posts that feature user-generated content.

• Impressions: Measure the social reach of posts and ads, focusing on organic and paid visibility.

• Sales: Track purchases made using discount codes promoted on social media platforms.

• Brand Loyalty: Measure engagement rates on posts that promote the loyalty program or special offers for returning customers.

 

4. Blog Content Strategy

Content Focus:

• Educational Content: Blog posts will cover topics such as the journey of coffee beans from farm to cup, sustainable sourcing practices, and the cultural significance of coffee around the world. Posts will position Boarding Pass Coffee as an authority on coffee culture and sustainability.

• Traveler's Guide: Since many customers are travel enthusiasts, blog posts will also feature “coffee adventures” in different countries, tying in both coffee and travel stories.

• Behind-the-Scenes: Posts featuring stories about the team, the roasting process, and ethical sourcing efforts to connect with customers on a personal level.

• Conversion Goals for Blog Content:

• Engagement: Measure the number of blog post views, comments, and social shares.

• Website Traffic: Track referral traffic from blog posts to the website, especially landing pages for the AI tool or product pages.

• Sales: Use affiliate links or discount codes embedded in blog posts to track conversions.

• Lead Generation: Measure the number of email sign-ups from blog post links and calls to action.

 

Email Marketing

Content Strategy:

• Campaign Updates: Regular email newsletters will update subscribers on campaign progress, new blog posts, and special promotions.

• Exclusive Offers: Share exclusive discounts and early access to new products or limited-edition coffee blends.

• Customer Engagement: Highlight the best user-generated content from the campaign, including featured avatars or posts from influencers.

Conversion Goals for Email Marketing:

• Engagement: Measure open rates, click-through rates, and interactions with embedded calls to action.

• Sales: Track the number of purchases made through email-exclusive discount codes or offers.

• Retention: Monitor the number of repeat customers who continue engaging with the brand through email.