Context
At Conversations Coffee Bar, I spearheaded a comprehensive rebranding initiative to revitalize the shop's image and boost its customer engagement. Despite the challenges posed by the COVID-19 pandemic many of my proposed strategies were successfully implemented. These included revamped artwork, an engaging social media presence, and community-focused events, notably increased customer interaction and sales during their brief application period. This project was instrumental in my decision to pursue a BA in Advertising, highlighting my passion for branding and strategic marketing. It remains one of my proudest achievements.
Custom images for this project were created by Quinn Pierce based on my concept.
Problem Statement
Though beloved by a small group of loyal regulars, Conversations Coffee Bar struggled with attracting new customers and maintaining consistent profitability. The shop's image was often criticized as "cold" and "sterile," with some likening it to a "dentist's office." This negative perception hindered the shop’s ability to expand its customer base. The challenge was to transform the shop's image into one that was welcoming, community-oriented, and reflective of its unique, family-owned character.
Proposed Rebrand Goal
The goal was to reposition Conversations Coffee Bar as a warm, community-focused coffee shop, attracting a broader customer base and enhancing regular patronage. By aligning the shop’s image with its core values and community focus, the aim was to foster a stronger connection with both new and existing customers.
Business Overview
- Established: 2016
- Location: Downtown Wylie, TX
- Initial Appeal: High-quality coffee and exceptional customer service
- Challenges: Decline in profitability due to employee turnover, a sterile atmosphere, and strong competition
Competitive Landscape:
- Shoemaker & Hardt: A unique antique and taxidermy shop that also sells dessert coffees.
- Starbucks: Offers consistency, convenience (with a drive-thru), and a globally recognized brand.
Customer Base:
- Regulars: Defined as customers visiting the shop 4+ times per week, accounting for nearly half of the shop’s income.
Target Demographic
- Primary: Mothers aged 35-44
- Secondary: Women aged 25-34
Demographic Insights:
- Family-Based Households: 73% of households in Wylie
- Median Household Income: $91,088 per year
- Psychographics: Value-driven, active online, and receptive to community-focused events and promotions. These groups are engaged in social media and will likely respond positively to child-friendly events and authentic brand interactions.
Rebrand Strategy
Research Insights: A study from the International Journal of Undergraduate Research revealed that independent coffee shop customers prioritize friendly staff and unique offerings over atmosphere alone. This insight guided the rebranding strategy, focusing on enhancing the shop's community-centric and personal appeal.
Budget
There is a low-end and high-end limit on values within this budget. I’ve included a shoestring version and optimal pricing on a scale to allow flexibility based on current business. Immediate Actions are to be completed within the next 6 months, and long-term goals are being suggested for completion whenever the budget allows upon seeing a return on the initial immediate investment.
Immediate Actions:
- Social Media Revamp: $500 - $2,000some text
- Shift focus to showcase the small, knowledgeable staff, highlight regular customers, and create shareable content.
- Custom Advertising: $300 - $1,200some text
- Design original posters, flyers, and coupons to reflect the shop’s unique character, replacing outdated, generic materials.
- Community Events: $100 - $500some text
- Initiate regular family-friendly events like storytime with the local librarian to attract families and create a lively atmosphere.
- Visual Updates: Anywhere from $700 - $1,300 depending on owner decisions.some text
- Custom-Made Menus: $200 - $1,000some text
- Replace plastic menus with custom-painted versions by local artists.
- Customer Recognition: $50 - $300some text
- Introduce a Polaroid wall to feature regular customers and explore donation initiatives to local community groups.
- Donations to Local Groups: Variablesome text
- Costs depend on the quantity and value of coffee donated.
Estimated Total for Immediate Actions: $1,150 - $5,800
Long-Term Goals:
- Website Overhaul: $1,000 - $5,000some text
- Redesign the website with new visuals and graphics to reflect the shop’s authentic identity.
- In-Store Enhancements:some text
- Lighting Upgrade: $500 - $2,000
- Furniture Replacement: $1,000 - $5,000some text
- Upgrade lighting to create a warmer atmosphere and replace uncomfortable furniture with more inviting options.
- Community Engagement:some text
- Book and Game Shelf: $200 - $1,000
- Discounts for City Workers: Variablesome text
- Costs include purchasing books and games, plus potential discounts, which are more of an opportunity cost rather than a direct expense.
Estimated Total for Long-Term Goals: $2,700 - $11,000
Impact and Results
The implemented strategies, including improved artwork and community events, led to increased customer engagement and a stronger sense of community. Despite the unforeseen challenges of the pandemic, these efforts demonstrated a successful approach to rebranding and highlighted the importance of aligning a business’s image with its core values.
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