CAFÉ REAL | STRATEGY

BRAND

CAFÉ REAL Brand: A brief description of the essence of the brand, its history, and its unique connection to Colombian coffee culture.

OBJETIVES

Campaign Objectives: Increase brand awareness, foster interaction on Instagram, drive traffic to the store and website, and educate customers about specialty coffee.

HERO - HUB - HELP Methodology

Framework Explanation: A diagram showing how each type of content interconnects and supports marketing objectives.

Application to CAFÉ REAL: Specific examples of how each aspect of the methodology will be adapted to the brand.

TYPES OF CONTENT

DAILY

Instagram Stories (Daily - HUB & HELP)

Monday: Story with a barista highlighting the "Coffee of the Day" and a quick tip on how to enjoy it.

Tuesday: Interactive question about coffee preferences or cultural trivia.

Wednesday: Mini-tutorial in stories on how to grind coffee at home.

Thursday: Flashback of Eduardo and the story of a decorative item from the store.

Saturday: Story of a customer sharing their experience with TINTO.

Friday: Bakery product survey for followers to vote on their favorite.

Sunday: Preview of the week's carousel with a call to action for the post.

TUESDAY - THURSDAY

Instagram Reels (Tuesday & Thursday - HERO & HUB)

Tuesday (HERO): Comic sketch about the "funny mistakes" new customers make when pronouncing "TINTO" with an invitation to learn more at the store.

Thursday (HUB): Time-lapse of latte art with lively music and a description of the featured design.

MONDAY - WEDNESDAY - FRIDAY

Instagram Posts (Monday, Wednesday & Friday - HELP & HUB)

Monday (HELP): Infographic about the differences between types of coffee grinds and their impact on flavor.

Wednesday (HUB): High-quality photo of Eduardo in conversation with customers, with a quote about the importance of dialogue around coffee.

Friday (HELP): Educational post about the history of coffee in Colombia, with vintage images and interesting facts.

SATURDAY - SUNDAY

Instagram Carousels (Saturday or Sunday - HERO & HELP)

Saturday (HERO & HELP): Series of photos and brief texts telling "A day in the life of Eduardo," showing the human side of running a coffee shop, interspersed with coffee tips for followers.

HUB | HERO | HELP

HERO CONTENT

Eduardo's Story: A storyboard of the video showing key moments in Eduardo's story and his growth.

Comic Sketches: Examples of scripts and descriptions of how they will integrate with Colombian culture and humor accessible to the American audience.

HUB CONTENT

Behind the Scenes: Photographs and descriptions of the cultural elements in the stores, with an emphasis on how they will translate into Instagram content.

Latte Art and Baristas: Profiles of baristas, examples of latte art, and how these demonstrate the craftsmanship of coffee.

HELP CONTENT

Coffee Education: Infographics and texts detailing the topics of the educational posts, such as different types of grinds or the history of coffee in Colombia.

Preparation Tutorials: Scripts and descriptions of the coffee tutorials to be shared, highlighting interactivity and educational value.

Content Formats

Stories: Details about the templates and daily themes, with examples of how they can be personalized and adapted.

Reels: Description of the strategy for reels, including music, visual narrative, and call to action.

Posts: Examples of posts with their corresponding copy and visuals, showing how they will educate and entertain the audience.

Carousels: Mock-ups of carousels that tell extended stories or provide detailed information.

Publication Calendar

Content Distribution: An interactive calendar with the days and types of content, showing how they will align with special events or significant dates.

Interaction Strategies: Explanation of how each post seeks to encourage participation, from surveys to comments and contests.

Content Production

Production Stages: A timeline of the production, from ideation to publication, including key milestones and reviews.

Involved Personnel: Profiles of the production team and their roles, showing the experience and dedication behind each piece of content.

Monitoring and Adjustments

Performance Tracking: Examples of metrics that will be tracked and how they will be reported to the client.

Contingency Plan: Strategies to adjust content in response to trends, user feedback, and changes in performance.

Conclusion

Expected Benefits: Summary of how the campaign will drive marketing objectives and reinforce the audience's connection with the brand.

Call to Action: Invitation to the client to take the next step, whether it's a follow-up meeting or approval to start production.