Written Portion_ CM Proposal
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University of Florida *
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3252
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Marketing
Date
Jan 9, 2024
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docx
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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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