Written Portion_ CM Proposal

.docx

School

University of Florida *

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Course

3252

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

3

Uploaded by sarabeer_

Written Portion -- The CM Proposal Cover page -- should highlight the organization you are pitching to, image + slogan Begin the proposal immediately! Focus is on your client -- put them up front Your Plan: To increase brand awareness for the CYM Brand and their cafe. Opening Statement Overview CYM Coffee Company is a local café in Gainesville, Florida. CYM stands for ‘Change Your Mind’ and it began as an idea back in 2009. Co-founder Ken Block wrote a song called Change Your Mind and it went viral. His band began to receive letters and emails from all over the world from people who decided to let go of the past. This turned into a movement and continued to impact people fore many years. The brand Cymplify was created and provided tools for leadership development, merchandise, and more. The vision was to produce tools that would help people better themselves. Later on, a CYM workshop was created in Gainesville, which then the idea was turned into a coffee shop in 2012. The goal for CYM Coffee Co. was to act as a simple hangout that would bring the community together. CYM Coffee is one of Gainesville’s most hidden treasures. As a student at the University of Florida, it can be challenging to focus in student-filled libraries, or to not feel unmotivated in the same environment. CYM is a great alternative, but an immense amount of brand awareness needs to be done. CYM’s mission aligns with what students and the Gainesvulle community need- a place to unwind and enjoy the CYMplicity. By using a Content Marketing strategy, CYM Coffee Co. will attract new consumers and gain further success. Goals 1. To increase overall website and social media engagement. 2. To increase number of in-store customers 3. To create awareness of brand’s story Target Audiences NOT demographics alone – you’re not targeting all “mid 20s females” – describe audience personas in terms of the motivation/reasons/driving force behind why they would be using the product/service, e.g. “women looking for ways to reduce the appearance of pore size” or “a natural beta-tester, the person who always wants to be the first one with a new piece of tech”. Add demographics when they matter after you have a description of the audience. 1. University of Florida students looking for a different place to enjoy coffee and do work. Students on campus typically stay on campus to do school
work. This is usually in libraries, study rooms, and dorms. Knowing that there are other, quieter, options could be compelling for some students. 2. Long-time Gainesville locals who did not know CYM existed. Supporting local businesses within your own city is important but many people do not know how. Increasing CYM awareness amongst locals can increase support of other local businesses as well. KPIs/ROIs Goals for the CM strategy, short term and long term – answer the question: “How will your client know the strategy is working?” As simple as page hits to as complex as subscriptions or purchasing KPI This content marketing campaign will consist of several indicators to track engagement progress. Social Media: Social media analytics will be tracked by keeping track of the number of followers, likes, and engagement. This will include platforms such as Instagram, Facebook, Twitter, and TikTok. Hootsuite can be used to collect accurate data. Website: CYM website engagement is extremely important in telling the brand’s story. The amount of hits on the website will be recorded. Hopefully, as traction increases, consumers will also increase. ROI This content marketing campaign will be recorded with numerical benchmarks in order to ensure an accurate ROI. ROI can be tracked by seeing if numbers of consumers increased by 20% by December 2023 Scope of Plan CM calendar 1st month 2-3 month (1st quarter) Half year Year The content calendar above is for the month of December 2023. This is a hypothetical calendar, but similar patterns will be carried throughout the next quarter, 6 months, and year. If posts seem to be doing well, there will be an opportunity to increase the amount of social media content per week. This plan is accurate, but subject to change.
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