CRESCENT MOONDIGITAL STRATEGY RECOMMENDATION

PREPARED ON 04/27/16

Table of Contents

Business Overview................................................................................................................................... 1Evaluation of Current Digital Marketing................................................................. 2Goals........................................................................................................................................................................3Brand Voice.....................................................................................................................................................4Brand Tone........................................................................................................................................................4Key Audiences for Crescent Moon................................................................................5Digital Ad Recommendations...................................................................................................6Email Marketing Recommendations..................................................................................6Social Media Recommendations..........................................................................................7Video Recommendations................................................................................................................7Search Engine Optimization (SEO)....................................................................................8Influencer Marketing Recommendations.....................................................................8Website Recommendations............................................................................................................9Mobile Website..........................................................................................................................................10Marketing Technology Recommendations..............................................................10eCommerce Recommendations............................................................................................10

1

Business Overview

Crescent Moon, founded in 2001, is a local coffee shop located in the heart of Lincoln’s Historic Haymarket district. In addition to their locally roasted coffee, loose leaf teas, craft beers, wine and cocktails, Crescent Moon also offers made-to-order paninis, crepes, soups, andother snacks. Crescent Moon is a strong supporter of local and regional musicians and artists.

Their mission: to cultivate a community of culture, conversation and coffee.

2

Evaluation of Current Digital Marketing

Strengths:

-Branded Merchandise-Active in music and art community-Every event is free-Sells alcohol-Quiet space to work-Lending library-Serve food-Welcoming atmosphere-Community gathering space-Good location in Haymarket-Good music-Competitive in all aspects (study spaces, events, locally sourced product)-Stage centrally located

Weaknesses:

-Location awareness-lack of social media consistency-Wi-Fi-Close proximity to competitors-Hard to be the champion of any one thing-No large group space-No loud shows (low ceilings)

Opportunities

-Working with student orgs to host events-Carry-out for large groups (coffee and pastries)-Unique selection can be promoted more (alcohol)-More locally sourced goods, more food tied to community-More branded merchandise-Define a better loyalty program-Yelp Paid Advertising-Newsletter/Upcoming Events, Artist High-lights/New selections

Threats

-Established competitors in close proximity, more seating-No street level access/storefront visibility-Lower-priced competitors-Competitors with better digital presence

3

Goals

1. Influence primary/secondary target audiences to come to Crescent Moon during daytime business hours.

2. Increase brand awareness to allow the business to generate more sales consistently throughout the day.

3. Establish a consistent branding with the same visuals and logo used on Crescent Moon’s business cards, website, social media, and all other platforms.

4. Increase brand consistency and presence across all digital platforms.

Our team has developed four goals for our digital recommendationsin order to increase sales and awareness for Crescent Moon. They are:

Data via Google

4

Brand Voice

Brand Tone

Crescent Moon supports the local com-munity by connecting coffee-drinkers, artists and musicians to a welcoming en-vironment where they can unwind or be productive. It’s a modern, contemporary friend that you can count on for a con-sistent experience every time you visit.

Informative, welcoming and laid back, Crescent Moon invites the com-munity to join them for coffee, comfort and entertainment.

Informative: Crescent Moon’s tone informs audiences of upcoming events, new selections and information regarding local/regional artists.

Welcoming: Crescent Moon encourages guests to unwind or stay focused in their quiet venue, and invites the community to enjoy the coffee and culture they provide.

Laid back: Crescent Moon is not to be taken too seriously. They’re all about having fun most nights of the week.

Contemporary: Live music, local art and locally sourced food put Crescent Moon on the map as a destination for the young and young at heart to enjoy their local community coffee shop.

5

Key Audiences for Crescent Moon

We have determined that Crescent Moon’s digital strategy recommendations should focus on both a primary and secondary audience. Allow us to introduce you to our targeted customers:

Primary Audience:

Secondary Audience:

18-22 year olds

Coffee-drinkers

College students

Prefer a quiet place to study

23-35 year olds

Coffee-drinkers

Young professional

Grabs a drink after work

JuliaAge: 20Major: English

Julia loves coffee, the art scene in Lincoln, and wants a place to work with her small writing groups on projects as well as a quiet place to focus on her independent writing between classes.

BradAge: 25Marketing Strategist, Hudl

Brad enjoys a space where he can get coffee fast, as well as a space that’s reliably quiet during the work day. Also wants a space where he can unwind with a drink after work.

6

Digital Ad Recommendations

Email Marketing Recommendations

Crescent Moon needs reformed digital ads to build a consistent online awareness with hours, location, specials, unique events, etc. They are a hard to find location that needs a digital online presence to invite customers into the business so that they are aware, engaged, and attending events.

Our targeted audiences use email less and less to communicate, and we think it’simportant to adknowledge that trend. We recommend that Crescent Moon continue to implement their existing email marketing strategy. We suggest that all important updates, including upcoming events, new menu offerings, featured artists and more be included in email communication.

Yelp

Goal of the Ad: Attract customers in demographic searching for coffee shops in Lincoln, NE area.

-Delivered on mobile in Yelp app and Google Searches

-Will showcase positive reviews and selections

Measurements:-Number of new reviews-Number of clicks on ad-Number of check ins

Instagram

Goal of the Ad:Awareness of brand and selection

-Delivered on the Instagram app on mobile

-Will highlight their selections of coffee and alcohol and that they’re a space to buy both

Measurements:-Number of likes/impressions

-Number of follows-Number of clicks on ad to website

7

Social Media Recommendations

Video Recommendations

FacebookAudience:

23-35, young professionals

-Increase awareness of business location and hours

-Increase awareness andattendance of events/concerts

-Establish a loyal, engagedcommunity

Content:-Photo from event

-Facebook event page-Photo of updated specials

-Video from event-Promotional/discount contention

TwitterAudience:

23-35, young professionals

-Boost interaction with customers in order to achieve a more personal

brand/customer relationship

-Increase awareness andattendance of events/concerts

through reminder blasts

-Create unique content using polls to increase customer engagement

with the brand

Content:-Photo

-Video of event-Event update

-Seasonal/new offerings-Twitter poll

InstagramAudience:

18-26 young professionals

-Provide a visual experience of Crescent Moon for new and

existing customers

-Feature customers throughreposts

-Create engagement through discount/promotional posts

Content:-Photo from event-Video of event

-Video of drinks being made-Announcements

-Photos of featured musicians and artists

Video and motion graphics allows the consumer to have a more emotional and personal experience with the business; it lets the consumers articulate their feelings regarding the business. YouTube shows customers our space and the neat things happening at Crescent Moon.

We recommend: A “How It’s Made” video showcasing Crescent Moon baristas’ talent and delicious drinks. We want to interest people in the process of making a drink, and produce sharable content that’s fun, entertaining, informative and local.

The video will be shot from overhead, and provide a close-up view of how Crescent Moon’s specialty drinks are made: one locally-sourced ingredient at a time.

Sharing the video on Facebook and Twitter will encourage followers to come in and enjoy a hand-crafted beverage that they saw in our latest video.

Social media is where our young audience finds information: location, hours, and other importantinformation about our business. We need to be where our customers are at.

Brand Keywords to Include:Community | Coffee | Local | Art | Music

8

Influencer Marketing Recommendations

Search Engine Optimization/Marketing (SEO/SEM)SEO is important because it is the most cost-effective way to bring in new customers to a business that has a variety of things (and thus keywords) to offer, and is often overlooked by its nearby competitors in the Haymarket. We recommend using the following words when producing content for the Crescent Moon website, and using the Google AdWords platform to boost Crescent Moon’s visibility when these terms are searched: -Coffee-Coffee in lincoln-Coffe shop* - Google AdWords showed that this misspelling was one of the top results-Best coffee lincoln-Drinks in lincoln

The voice of the customer is very powerful in terms of marketing because it enables peer recommendations to play a much larger role. By utilizing influencer marketing, it amplifies this concept. We recommend:

-“Gifting Goods” to FUSE Coworking:

Our focus on the Lincoln community aligns with the entrepreneur focus of FUSE, and by offering free coffee for an event or get-together we can foster the community relationship that our businesses thrive on and young entrepreneurs appreciate.

In order to track success, we recommend a discount for FUSE members that we can measure the use of.

-Ten Thousand Villages:

An influencer that can be mutually beneficial would be Ten Thousand Villages, the fair trade business the floor above Crescent Moon. This is a good influencer partnership because Crescent Moon can feature fair trade coffee that is sold in bulk at Ten Thousand Villages, and have it brewed fresh right downstairs at Crescent Moon. This partnership brings people to the same vicinity of both stores, and sells the product in various ways at each of these businesses. People who care about supporting fair trade products that Ten Thousand Villages provides can become educated that Crescent Moon provides similar products, as well as local, quality items.

Ten Thousand Villages customers who buy the coffee in bulk upstairs can get a free cup of the fair trade coffee downstairs. Such referrals can be a good measure of the success of the partnership. Additionally, TTV can host a first friday drum circle in CM’s space, and the video content created from that can be shared online and can tag each business in it. The clicks and views from these posts can be ourdeterminant of success.

9

Website RecommendationsHaving measurable website goals will ensure Crescent Moon’s website serves as a tool to help drive traffic and customers to the coffee shop. The Haymarket is saturated with coffee shops, so information like location, hours and the menu need to be easy for consumers to find online.

We recommend:

How to drive traffic to the Crescent Moon website:

1. Purchase a static side-bar ad in the Lincoln Journal Star’s digital publication, under their local news coverage tab. Crescent moon could measure the number of click-through’s the ad receives and chart its success.

2. Sponsor a tweet encouraging people in the Lincoln area to order a box of to-go coffee for an upcom-ing business meeting. By shorting the URL and including it in the tweet with a CTA, Crescent Moon could track the amount of traffic brought to their website by the number of times the link was clicked. They could also track the amount of task-completions (or number of times consumers purchase to-go coffee from their website) to test the impact of their social media advertising.

3. Crescent Moon could email a newsletter to their customers with an update about some new menu items they’ve added. At the end of the newsletter, they could feature a CTA prompting readers to click a link to the full menu (example: Click here to see more of our awesome menu items: http://bit.ly/1pEd1jd).Crescent Moon can track the number of times the URL in the email is clicked.

-Making the hours and address more prominent on all pages of the website; specifically the

landing page, because Crescent Moon’s location can be a little

difficult to find.

-Making it easier to navigate the event calendar. Include links to Facebook event pages. Feature a weekly calendar or upcoming events above the full calendar, so customers who are searching for quick information can find it more

easily.

-Creating an ecommerce tab in the navigation bar so people can

buy boxes of to-go coffee for office meetings online.

10

Mobile Website

Marketing Technology Recommendaiton

eCommerce Recommendation

Crescent Moon should optimize email marketing tool that is already owned, or implement one if it doesn’t already exist.

They can also implement a text messaging loyalty program that texts coupon codes and acts as a virtual punch card for customers to earn free drinks. This is important to increasing business because it incentivizes customers to keep coming back for rewards, and texts allow Crescent Moon to be kept at top of mind by sharing deals, coupons or event updates.

Having a mobile site for Crescent Moon would be very important as it would serve as a convenient source for people to find hours/location and menu. Additionally, having a mobile site especially with this specific target audience is crucial as a majority own mobile devices and would most likely be looking up this information on their phones.

User interviews were conducted to see how easily users could find location and hours on their mobile site. Location-wise, we decided on this goal because Crescent Moon’s storefront visibility is difficult to find, be-cause you have to walk below ground level access their store. We made finding the hours another one of our goals because it impacts our ultimate goal of increasing brand awareness. We want customers- both existing and potential- to know that Crescent Moon provides food, drinks, and space that is conducive to happenings at all hours of the day- whether that be attending an evening show, grabbing a cup of coffee to start the day off, stopping by for lunch, or studying in the afternoon.

From these findings, it is evident that Crescent Moon needs to have their hours on their website. Google re-sults may show the hours which serves a short purpose, but by having customers find this basic information on their own homepage opens the door for them to explore some of the other options and content that the business provides- i.e. food, events, specials, etc.

eCommerce is commercial transactions conducted electronically on the internet. Crescent Moon could benefit from having an eCommerce presence as it could boost their sales and visibility of branded mer-chandise.

Crescent Moon offers a small variety of branded merchandise, which could contribute to brand aware-ness by having an option of eCommerce to sell these items. As discussed earlier, implementing text mes-sage updates and loyalty programs on mobile phones could correlate to their eCommerce, which would be a convenient means for the customers because our target audiences typically all have cell phones and will have them on them at all times. Crescent Moon could explore opportunities for larger online orders of their coffee and pastries.

Prepared by:Amy KulaJulia NguyenMatthew KnappWill Stott