Dark Horse Espresso Bar

Digital Marketing Strategy

Jonah Sherman-Waterman 040-578-965

James Chiang 036-859-114

Amy Girvan 036-769-149

Lucas Perri 047-400-114

Jessica McEachern 056-493-141

Key Goals

Expand awareness of the brand throughout Toronto

and the GTA

Continue to build more store locations

Become known as one of the best coffee shops in

all of the GTA

Company Overview

Dark Horse is a small coffee bar business that

resides locally in Toronto

Currently have 4 shops open (Queen St. East,

Queen St. West, John St. , Spadina Ave) and a

new one being built on Geary Ave.

They offer coffee and espresso as well as soups,

sandwiches, pastries and other snacks

Their current digital ecosystem is not extensive;

Only a few relationship and reach channels

(Instagram, Twitter, Facebook, website, word of

mouth)

Competitive Analysis

Very easy to find

Located at busy intersections, and even in some less high traffic

areas

Website is extremely informative and easy to navigate; provides

ample info about in-store events, promotional offers, community

involvement, etc.

Loyalty program

2 mobile apps (one for Android, one for Apple)

Utilizes several reach & relationship channels (social media, word of

mouth, etc).

Starbuck

s

Competitive Analysis

Very easy to find, most common coffee shop

Website is informative and easy to navigate; provides info about

products, promotional offers, locations, live Twitter feed etc.

Loyalty program

2 mobile apps (one for Android, one for Apple)

Advertises thoroughly: TV, print, YouTube

Tim Hortons

Competitive Analysis

Internationally recognized

Website is informative and easy to navigate; provides info about in-

store events, charity work, menu and products, nutritional info, etc.

Loyalty program

Mobile apps restricted to USA

Limited number of reach channels used (Twitter, Instagram,

Facebook)

Aroma

Culture/Trend/Landscape

Analysis Digital Experience:

-Minimalist design/maps

-Yelp reviews/other blog reviews

Social Media:

-Twitter, Facebook, Instagram

Main Website:

-Very limited info; live feed of social media sites &

directions to locations.

Starbucks/Second Cup

-Already have brand awareness

Local Shops/Emerging Shops

-Needs to have information available in order to

attract potential customers

Culture/Trend/Landscape

Analysis

Consumer Analysis

Our target audience is younger adults aged 18-35 who reside in the Greater Toronto

Area .The demographics of this target audience consists mainly of students and people

who are earning lower incomes, they will most often purchase cheaper brands of coffee.

They are people who purchase at least a moderate amount of coffee and typically have

a routine or time of day in which they prefer to purchase it

They prefer that a coffee shop offers alternative beverages and meals but not to the

point where the coffee shop environment becomes a fast food restaurant such as

McDonalds and Tim Horton's

Our target audience enjoys a quiet and relaxing environment with comfy seating and

work space. Having Wi-Fi internet is essential as well since most of the target audience

consists of people who are actively using laptops and mobile devices for educational,

business, and personal use.

Strategy Statement

Our strategy is to increase the awareness and

popularity of Dark Horse Espresso Bar within a one

year time span.

We will successfully complete this mission by

improving how the company utilizes their digital

marketing reach channels.

Dark Horse Espresso Bar will also continue to

establish more store locations all around the GTA.

Recommended Tactics

Create and share more social media content to

consumers

Make Usability adjustments to the company

website

Offer incentives for consumers to follow the coffee

shop on social media and visit one of the store

locations on a weekly basis

KPI Framework

Goal:• Give customers a

reason to want to visit

Dark Horse Espresso

Bar

Tactic:• Increase amount of

information on website

• Partner with social

media sites

KPI:• Amount of time spent

on website

• Number of social

mentions

• Page views per visit

• Number of website

visits through ads

Program Goal: To increase revenue in our businesses and expand into the GTA

Awareness Consideration PurchasePost Purchase /

Repurchase

Goal:• Increase media

coverage to more

networks and

platforms

Tactic:• Print and Online

Advertising

• Provide more

information on the

company website

KPI:• Social mentions

• Digital flyer click

through

• Print flyer delivery

Goal:• Increase sales

revenue through

increased awareness

Tactic:• Create promotions

• Hand out coupons in-

store to bring

customers

• Provide menu info on

website

KPI:• Number of

coupons/promotions

used

• Number of walk-ins

• Product page views

• Number of store

locator clicks

Goal:• Increase number of loyal

customers to allow

expansion throughout

GTA

Tactic:• Create loyalty program

• Send out email

newsletters with info

regarding promotions,

products/merchandise

and events/news

• Offer option to purchase

products/merchandise

online

KPI:

• Number of redeemed

rewards from loyalty

program

• Number of clicks on email

newsletter

• Number of online sales of

products/merchandise

Dark Horse Espresso BarDigital Marketing Strategy