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National Coffee Association of U.S.A. and National Coffee Break Day

Case Study

National Coffee Association of U.S.A. and National Coffee Break Day

Case Study

Prepared by Hamilton Public Relations

Situation

> Campaign would need to promote all areas of membership from “bean to cup” and merit member investment

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Challenge

> National Coffee Association of U.S.A. (NCA) was celebrating it’s Centennial in 2011 and wanted to raise the profile of the Association and its members while encouraging the entire industry serve to join forces and celebrate coffee production and consumption in the U.S.

Strategy

> Create “National Coffee Break Day” on January 20, 2011 to celebrate the NCA Centennial

> Invite the whole country to join the NCA and its members to share in this time-honored tradition.

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> Use mainstream and social media to spread the word about the event

> Use a consumer-focused Web site, nationalcoffeebreak.org and blog to serve as the communication hub for the day

> Ask industry members to support the event through social media activities, media outreach and retail promotions

Tactics

Program Elements> Logo

– Developed a nostalgic logo that would appeal to all members as well as consumers

> Website– Consumer focused Web site celebrated history and culture of

coffee and allowed visitors to design own mug and add it to the virtual cabinet shelves.

> Mobile Coffee Shop Locator App– Created and launched a web app that allowed users to find a

retail location where coffee was sold near their location

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Program Elements> Sales Kits

– To develop a cohesive campaign for the participating companies, a collateral sales kit was created and loaded onto the Web site for easy downloading. The kit included:• POP poster, display banner, table top, product label, email

signature, web button and print ad

> Social Media– Used Twitter and Facebook accounts to develop a community

of coffee industry members and fans to share best practices and event news

> Blogging– Ran a daily blog during the 45 day run-up to the day sharing

promotion ideas for industry members before shifting to coffee trivia, facts, preparation methods and pop culture for consumers

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Program Elements

> Media Relations– Reached out to coffee trade media, pop culture media as well

as broadcast news with info on the day and where events would take place in their market.

> Events– Staged three events in New York City and supported

hundreds more events across the country

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Program Elements (Clockwise from top left): Web site Coffee &Culture page, Web site Design a Mug Gallery, Collateral Materials, Mobile App, Twitter account, Facebook page7

Results

> Attracted four Web site sponsors that covered total budget for the campaign

> Reached estimated media audience of more than 11 million> Television coverage in 17 of top 20 markets including New York

and Los Angeles> More than 70 companies hosted more than 550 verified events

across the country> More than 10,000 web site unique visitors on day of event> Trending topic on Twitter with more than 20,000 mentions that day

January 29, 2010

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