Bits&Pieces

Weputitalltogether.

Beth Turnbull, Account Executive
Lauren Ortego, Creative Director
Kaitlyn Frazier, Copywriter
Mackenzie Wicks, Media Planner
 OurAgency:

Bits & Pieces is a small advertising agency based out of Pittsburgh, Pa. run by a team of four
powerful women; Beth Turnbull, Lauren Ortego, Kaitlyn Frazier, and Mackenzie Wicks. Not only
is our agency dedicated to showcasing your brand in the best light but we are committed to
giving back to our community. Every one of our successful campaigns has involved a
partnership with a charitable organization. Trust us with your brand, and we will deliver.

We put it all together.

Photos by: Beth Turnbull

 SituationAnalysis:

Current Market Mix:

Product: RocknJoe Coffee Bar

Price: $2.00-$6.00, up to $15 for bag of coffee grounds
Place: RocknJoe Coffee Bar, 7 locations. 4 in New Jersey, 2 in Pennsylvania, and 1 in Virginia
opening soon
Promotion: Ad & PR, IMC
Description of product: Artisan coffee, simple and delicious
Benefits: local business feel, high-quality coffee, proximity to downtown Cultural District
Food: all organic vegetables, fresh pastries baked daily, all natural and GMO free breads and
pastries, vegetarian and vegan options
Stage in life cycle: mature, new in Pittsburgh area
Brand Identity:
"Award Winning, Artisan Coffee Crafted from Precise Flavor Notes for over 20 Years"
Our goal is to ROCK you with every cup of Rock n Joe.
Welcome to the new day.
Competition: Starbucks, Dunkin Donuts, Crazy Mocha, people who make coffee at home
Product Involvement: low
 HistoryofProduct&CompanyCulture:

RocknJoe was created in the early 1990s due to the rising interest in specialty coffees and rock
memorabilia. The first location opened in 1993 in New Jersey. In 2013, as RocknJoe continued
expanding into a franchise, they enlisted the help of expert food franchiser, Ablak Holdings. The
companys goal is to expand nationwide while maintaining the quality of their coffee as well as
their excellent customer service.

Our Target Market:

Geo-graphics: United States, Pittsburgh

Demo-graphics: Ages 25-35, young urban professional, all races

Psycho-graphics: Young working people who want a quality cup of coffee before going to
work. They are interested in breaking away from large chain coffee shops. Appreciates rock
music and/or rock memorabilia.

Meet, Joe.
Joe is working as a lawyer at a downtown law firm. Hes
hoping to get his Masters Degree in business within the
next two years. Likes coffee. Likes being outside of the
mainstream.

Meet, Roxanne.
Roxanne has been working in the music industry since
she graduated from Point Park University in 2010. She
spends her time promoting shows for several
well-known rock and alternative bands. Likes coffee.
Likes music memorabilia.
SelectedSurveyQuestions:
How did you hear about it other responses?
(selected out of 39)
I saw it as I was driving.
I found it one day as I was walking. I basically live there now.
Point Parks newspaper, The Globe
Flyers on campus

Full survey here: https://goo.gl/forms/E4AfnP5uJpzcwKOG3

 S.W.O.T.
Strengths,Weaknesses,Opportunities,Threats

Strengths: Local appeal, traditional coffee, unique atmosphere, conveniently placed

Weaknesses: Not as many locations as Starbucks, not as good at brand recognition like
Starbucks and Crazy Mocha

Opportunities: There is opportunity to increase revenue because it is a unique coffee

experience and there are limited RocknJoe in US. Small supply, but high demand.

Threats: Starbucks, Crazy Mocha, Dunkin Donuts, people who make coffee at home

Objectives:
Directly-boost awareness
Indirectly-introduce people to a different coffee shop experience

Advertising Pyramid:

Awareness: RocknJoe has been around for 20 years but is new in the Pittsburgh area, our
goal is to introduce the brand as a local coffee shop dedicated to making quality coffee.

Comprehension: We hope that consumers 25-35 will learn about RocknJoe and it will become
their go-to coffee shop.

Conviction: Its coffee, people love coffee.

Desire: The high-quality specialty coffee and warm atmosphere will attract customers.

Action: We want people to buy their coffee from RocknJoe instead of Starbucks or Dunkin
Donuts.
Time Frame: 52 week campaign on a pulsing schedule

Advertise on various platforms:

Pittsburgh Business Times
Pittsburgh Cultural Trust Newsletters/Print Ad in playbills at various theaters in the
Cultural District, Partner with Pittsburgh sports teams (Pirates, Penguins)
Social Media: Facebook, Twitter, Instagram
Broadcast Ad on Spotify and Pandora

J F M A M J J A S O N D

X X X X X X BIZT

X X X X X CUL
T

X X X X X X X X X X X X FB

X X X X X X X X X X X X TWI
T

X X X X X X X X X X X X INS
TA

X X X X RAD
IO
 Advertising(Creative)Strategy:

Product Concept: Brand recognition as something simpler than Starbucks, somewhere that
isnt crowded with teenagers who want to order off of a secret menu, a place where working
people in their late 20s can go and feel peace and enjoy rockn roll music and memorabilia,
which adds to the personality of the place. Rationally, it would make more sense to go to, as the
lines wont be as long, and the orders not as complicated, and emotionally the place has a nice
older feel to it, something that could remind 20-30 year-olds of their parents or their own
youthful days spent listening to rockn roll. Dialogue with the client is key, the reviews say that
after a few trips, employees will begin to make connections and remember names, people love
when theyre remembered and not just seen as another face in the day.

Target audience: We have established that were not looking for the average 20 year old, this
is not a campaign aimed at college students, this is for their grad student counterparts, and
those who have already made it into the workforce. Psychologically, according to gathered data
and primary research, the younger you are, the more likely you are to want something special in
your coffee. This includes flavors, different milk, product, etc. Geographically, RockNJoes is
located in the Cultural District, which is very near many of the buildings people of Pittsburgh
work at, which is an ideal location for the demographic we are aiming for.

Message or appeal: Unique proposition is essentially that it isnt a big chain, its fairly local and
doesnt have all the glitz or glam. This isnt to say that its to be marketed as boring, but
different by default, as coffee shops have become more and more a part of everyday culture,
and are expected to be more about brand than actual quality coffee.
 Media mix, reach, frequency, scheduling, cost

Print advertisement in The Pittsburgh Business Times to attract business people in our
target market
Utilize RocknJoes proximity to Cultural District by placing print advertisements in the
Pittsburgh Cultural Trusts newsletter as well as in Playbills for various shows
Social Media advertisements on Facebook, Twitter, and Instagram to raise brand
visibility
Broadcast advertisements for Spotify and Pandora stations associated with rock music
to showcase RocknJoes nostalgic atmosphere

Slogan/tagline ideas:

Who says coffee has to be boring?

RocknJoes, coffee with a kick.

Rockin music. Rockin coffee. RocknJoes.

Creative Project / Creative Brief

BrandStatement
Rockn Joes is a semi- local coffee shop that sells coffee while branding with a rock and roll
theme.

ProjectBackground
RocknJoes strives toward appealing to the non Average- Joe. With the rock and roll element
added to the theme of the caf, the overall atmosphere of the coffee shop is unique from the
usual stop for a cup of joe. The project consists of creating a wider- spread campaign to gain
attraction to the shop while still maintaining its loyalty to a calmer, more relaxed setting than
busy chains like Starbucks. The project will aim to prove to potential customers (especially grad
students and young professionals) that RocknJoes is the right coffee shop for them.

TargetAudience
Our target audience is coffee drinkers ages 25-35 of all races. The ideal consumer is young
working professional who want a quality cup of coffee before going to work. They are interested
in breaking away from large chain coffee shops. Appreciates rock music and/or rock
memorabilia.

Howarewereachingthistarget?
We are using billboards, posters, social media, and music spots on apps such as Spotify and
Pandora.

Whatdotheythink?
People either have not heard of RocknJoes or are stuck in their ways with the brands they are
loyal to, such as Starbucks.

OurGoal
We aim to have our target prefer the relaxing atmosphere of the RocknJoes caf over the
clich name brand coffee shops and support our smaller company.

ReasontoBelieveintheBrand
RocknJoes is not only filled with a chill atmosphere and cool rock and roll aesthetic, but is loyal
to the customers they have. With promotions and coffee clubs, RocknJoes can compete in the
big leagues with brands like Crazy Mocha and Starbucks.

ToneofWork
Relaxed and subtle. We want to get young professionals to see that RocknJoes is the place
for them to be. The atmosphere is relaxing and gives them a place to unwind amidst their hectic
work schedules.

Call-To-Action
Check out RocknJoes now! Just in time for the chilly fall weather, head into the caf for that
hop cup of rocknjoe!

Deliverables
We will be using print ads and billboards in the Cultural District to gain attraction.

ClientMandatories
Highlighting the musical aspect of the theme and accenting the chill environment of the caf.

StatementonPR,Promotion,DirectSupport,Partnerships(CauseMarketing),IMC

RocknJoes is partnering with the Alzheimer's Association: Greater Pennsylvania Chapter, for
every purchase of a medium size coffee or larger, 40% of the proceeds will be donated to the
Alzheimers Association. We will also be partnering with the Pittsburgh Pirates for promotion, for
each Pirate ticket purchased on a Friday or Saturday game, enjoy 1$ off of any size coffee.

We intend to promote RocknJoes business by placing advertisements throughout the

Pittsburgh Business Times, targeting the older demographic, as well as developing audio
commercials for use on the popular music app, Spotify. Spotify is able to identify a users
location, therefor playing advertisements ideal for that location.

Our IMC strategy (Integrated Marketing Communication) is to target ages 25-35, in the
Pittsburgh area, we plan to do this buy emphasizing RocknJoes simple yet delicious coffee
and upbeat atmosphere. Our overall goal with this strategy, is to increase

We will also be hosting an event with the rock band, The Clarks. The Clarks have a long history
with the city of Pittsburgh and are the perfect fit for RocknJoes atmosphere. They will be
performing outside the shop (weather and space permitting) and will hopefully draw business
into the shop.

SPOTIFY/PANDORARADIOSCRIPT

Sounds of noisy coffee shop. Morning.

Customer 1: Uh yeah can I get a nonfat soy latte with half a pump of vanilla, a one-third shot of hazelnut,
not too much whipped cream, half caramel drizzle

The customer fades out, but drones on in the background.

Customer 1: ...half chocolate, with a few chocolate chips sprinkled on top

Customer 2: Im gonna need a half-caf shot of vodka after this order. I just wanted coffee, not to lose my
mind while half the city waits in line in front of me

A sick ass guitar riff is heard.

A man with a guitar appears. He is holding a guitar in one hand and a cup of coffee in the other.

Customer 2: Who are you? And dude, whats with your outfit?

RocknJoe: Im Joe. RocknJoe. And--

Customer 2: Your name is Rockn what?

RnJ: Well actually its - wait, thats not what Im here for. You hate this place? Wish there was somewhere
better, simpler? Somewhere where half the city isnt in line in front of you, but still conveniently placed?

Customer 2: Well yeah

RnJ: Let me introduce you, to RocknJoes. Located on Penn Avenue, right next to Heinz Hall, were
dedicated to serving simple coffee and sweet rock n roll memorabilia.

Joe hands his coffee to Customer 2 and she sips it.

RnJ: How is it?

Customer 2: It rocks!

Customer 2 pauses then looks directly into the camera.

Rockin music. Rockin coffee. RocknJoes.

The end.
Research:

Coffee market perks up

http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=89304ebe-9c27-4382-9b88-3c8b68f41
d31%40sessionmgr4007&vid=1&hid=4113

State of the Coffee Industry:

http://resolver.ebscohost.com/openurl?sid=EBSCO%3aedb&genre=article&issn=10773460&ISB
N=&volume=21&issue=1&date=20140101&spage=10&pages=10-13&title=Specialty+Coffee+Re
tailer&atitle=STATE+OF+THE+COFFEE+INDUSTRY.&aulast=UPTON%2c+NICHOLAS&id=DO
I%3a&site=ftf-live

Brewing the perfect cup:

http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=1b37de5d-2a42-418c-857f-dec252da1
aee%40sessionmgr4008&vid=2&hid=4113

Mocha, matcha and other strange brews

http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=8e6c41ba-88a8-4600-ac72-915c0cdc3
ef3%40sessionmgr104&vid=1&hid=113

Coffee Shop Marketing Strategies

http://smallbusiness.chron.com/coffee-shop-marketing-strategies-10413.html

Coffee Consumption by age group

https://www.statista.com/statistics/250091/coffee-drinking-consumers-in-the-us-by-age-group-20
10/

RocknJoe on the Web:

http://www.rocknjoe.com/

https://twitter.com/rocknjoecoffee

https://www.facebook.com/rocknjoepgh/about/?tab=overview

https://www.instagram.com/rocknjoecoffee/