Spirio Strategy
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Transcript of Spirio Strategy
DIGITAL STRATEGY
COLICCIDIGITAL STRATEGY PAGE I 1
THIS STRATEGY SETS UP HOW WE TAKE OUR FIRST
STEPS IN ENGAGING WITH THE COLICCI AUDIENCE
ON SOCIAL NETWORKS.
IT MOVES FORWARD WITH COMPELLING CONTENT
IDEAS ALL ALIGNED TO SPECIFIC MEASURABLE
AIMS.
COLICCIDIGITAL STRATEGY PAGE I 2
CONTENTS 1 I OUR AUDIENCE2 I BRAND BASICS
3 I SOCIAL GROWTH4 I BEST PERFORMING CONTENT7 I E-MARKETING ROLE8 I THE SCHEDULE9 I DISCUSSION TIME
COLICCIDIGITAL STRATEGY PAGE I 3
1 I OUR AUDIENCE
We have mapped Colicci’s audience into TWO main sectors.
PARK USERSMums
Children
Dog Walkers
Cyclist
Joggers
OFFICE WORKERSProfessional
Media
Creative
Finance
Interns
COLICCIDIGITAL STRATEGY PAGE I 4
THE FEMALE AUDIENCE
• Professional women
• High response/engagement
• 25-40
• 68% of Colicci audience is women.
• Majority of the women are from London
• All engagement is positive
• Active lifestyle
• Mainstream trending mums
• Recommend regularly
• Keen on promoting the smaller more bespoke coffee brand
COLICCIDIGITAL STRATEGY PAGE I 5
• Professional men
• Very selective about their engagement
• Define their own output / see themselves as a unique individ-
ual
• 25-35
• 32% of Colicci audience is men
• Interested in current affairs / fashion / business / bloggers /
cyclist / gym / drinking
• Brand Evangelists, but only on their terms
THE MALE AUDIENCE
COLICCIDIGITAL STRATEGY PAGE I 6
2 I BRAND BASICS
INNOVATIVEITALIANMODERNHERITAGE
BRAND ESSENCE LOGO
COLOURS
PHOTOGRAPHY
TYPEFACE
CREATIVE ASSETS
FRIENDLYSIMPLEGENUINEBRITISH
TONE OF VOICE
#ADEFFF #6E5754 #F27269
#D5D1B7 #FFFF6F #C5DB6E
Special Elite
Real Coffee
Real Character
COLICCIDIGITAL STRATEGY PAGE I 7
Twitter: From 117 to 452 - +286%
Facebook: From 315 to 2.2k - +598%
Instagram: From 0 to 457 - +457%
Overall: From 432 to 3109 - +619%
3 I SOCIAL GROWTH
COLICCIDIGITAL STRATEGY PAGE I 8
4 I BEST PERFORMING CONTENT1
4 5
2 3
COLICCIDIGITAL STRATEGY PAGE I 9
REACH: 2,730LIKES / SHARES / COMMENTS: 9POST CLICKS: 337
REACH: 1,214LIKES / SHARES / COMMENTS: 84POST CLICKS: 58
REACH: 2,734LIKES / SHARES / COMMENTS: 81POST CLICKS: 56
THE REACH OF THIS POSTS SHOWS OUR AUDIENCE APPRECIATES VISUAL HU-MOUR. IT ALSO DEMONSTRATES THE SUCCESS OF POSTING PHOTO ALBUMS.
THE SUCCESS OF THIS POST SHOWS THAT COLICCI’S AUDIENCE RESPONDS STRONGLY TO IMAGE-BASED, COFFEE-RELATED HUMOUR.
THE SUCCESS OF THIS POST SHOWS THAT THERE IS HIGH POSITIVE SENTI-MENT AROUND WINTER WONDERAND AMONGST COLICCI’S FACEBOOK FANS.1
2
3
5
4 TWITTER
IMPRESSIONS: 1,137
LIKES: 28
THE SUCCESS OF THIS TWEET SHOWS THAT INTERACTING WITH EXTERNAL ACCOUNTS IS KEY TO GETTING TWEET’S SEEN.
THE SUCCESS OF THIS POST SHOWS THAT PLAYFUL COFFEE RELATED IMA-GERY IS POPULAR ON INSTAGRAM, WHILST THE USE OF TRENDING HASHTAGS INCREASES OUR REACH
COLICCIDIGITAL STRATEGY PAGE I 10
This is one of our best
channels to drive offers to
a targeted audience.
We can grow site specific
email audiences with iPad
installations and data
capture teams.
5 I E-MARKETING ROLE
COLICCIDIGITAL STRATEGY PAGE I 11
1. INSTORE - Tablet at the till with an incentive for sign up such as a discount or competition entry for a prize.
2. WEBSITE - Mailing list sign up on website, another incentive here would increase sign up frequency.
COLICCIDIGITAL STRATEGY PAGE I 12
6 I AWARENESS WE BELIEVE IMPROVING THE SOCIAL MEDIA
AWARENESS ACROSS THE SITES VIA THE FOLLOWING:
• ARTWORK
• TABLE TALKERS
• UNIFORM
• PACKAGING
• DIGITAL SCREENS
COLICCIDIGITAL STRATEGY PAGE I 13
DECEMBER
WEEK 1 WEEK 2 WEEK 3 WEEK 4
JANUARY
FEBRUARY
Colicci Christmas
New Year
Green Sandwich
Recycle for Colicci Club
7 I THE SCHEDULE REDEMPTION
AUDIENCE GROWTH
BRAND AWARENESS & AMPLIFICATION
Join mailing list - Free coffee welcome email
Join mailing list - Free coffee welcome email
Pay by Instagram
Colicci Kids
Colicci Cracker (Bushy & Richmond)
Vintage Waffler
COLICCIDIGITAL STRATEGY PAGE I 14
SOCIAL CONTENT TOPICS
PEOPLE PLACES
PASSIONSPRODUCT
• FANS
• STAFF
• INFLUENCERS • OUR SHOPS AND LOCALE
• BRAND INSPIRATION
• BRAND ACTIVITIES
• LIFESTYLE
• COFFEE
• BREAKFAST
• PANINI
• FOCACCIA
• HOME MADE CAKES
• GELATO
COLICCIDIGITAL STRATEGY PAGE I 15
• COLICCI click & collect - Order online and collect in selected stores.
• Stratford Launch - Launch event promoting the unique unit.
8 I STRATEGY 3
PAGE 16
DISCUSSION TIME
COLICCIDIGITAL STRATEGY PAGE I 17
THANK YOU!