Tactics
Sample of how different tactics in the campaign would be executed.
Video
This video piece looks to highlight the strengths of the Safari Pride Brand. Focusing on the process of the coffee from the small farms that help to ensure high quality, taking you through the cultivation of the Coffee and ending up in your cup to help keep you going throughout the day. Ending with the North Star and tag line of Join the Pride encouraging people to start interacting with the brand and feeling apart of the community of people who enjoy the high quality and honesty of Safari Pride Coffee.
In Person Experiences
Over the past few years every fall their is a huge wave of Rush videos and sorority outreach that splash across the recommended of college aged individuals across the country. This experience will take Safari Pride to Rush events across the country and allow members of the Greek life community the opportunity to try Safari Pride coffee on what is long stressful weekend for those involved in the process.
This campaign will take place across 13 different college campuses. Universities were selected based on the popularity of they Greek life in terms of social media following and engagement as well as overall number of participants in the rushing process.
In addition to this the program will also look to be piloted at HBCU's like Jackson State and Howard University. Howard being the home to the beginnings of Greek life availably to people of color. Jackson State was selected due to its size as well as the additional media attention they receive as a Division One university that participates at the FBS level of college football.
Where?
What?
On the campuses small little stands will be set up and chosen brand ambassadors will provide coffee for those out and around in the areas populated by rush events. This will be a great opportunity to generate awareness of the brand with the demographic as well as inform them of why they should chose to pay the premium price for Safari Pride.
Different events can be generated individually by the Brand ambassadors and the one with the most impressions will win a supply of Safari Pride coffee given to their Sorority all semester long.
How?
A tent will be set up in high traffic areas and the brand ambassadors will look to engage passerby's with samples of the different coffee and some Safari Pride branded memorabilia.
This event targets incoming freshman who are beginning to find their groove at college and this is a point where their business could be won by showing the high quality and providing information on why they should choose Safari Pride.
These rush event days are busy for everyone involved and often start early in the morning, the perfect time for a cup of Safari Pride.
Out of Home
Artists from selected communities will be commissioned to paint murals depicting their community while showcasing the behind the scenes process of what they decide to create. The slogan, "share your pride" will accompany this section of the join the pride initiative.
SHARE YOUR PRIDE
Social Media
In person touch points are a great way to get the brands name out there and to begin telling the story, now it is time for us to share our whole story through social media.
