Case Study: Strategic Communications Plan for an Alberta-based Coffee Brand
Context
January 2023 — Developed as part of applied coursework in a Bachelor of Communications program, this plan was created for a local artisan coffee roaster with a growing retail, wholesale, and mobile cart presence.
Objective
Develop a strategic communications plan to strengthen brand voice, align messaging across platforms, and grow customer engagement by focusing on community, quality, education, and inspiration.
Approach
Conducted brand pillar analysis and target audience profiling, including creation of a detailed customer persona.
Audited current marketing channels (Instagram, Facebook, Google, Website) and identified opportunities for alignment and improvement.
Recommended platform-specific best practices and engagement tactics, including social media storytelling, user-generated content, and collaborations.
Created strategies for wholesale promotion, mobile cart events, blog development, and community-focused activations.
Outlined recommendations for email marketing integration and website optimization to increase conversions and build loyalty.
Tools & Skills
Audience & persona development, social media strategy, content planning, copywriting, brand positioning, stakeholder engagement, Canva, Later, Google Analytics.
Outcome
The plan provided a cohesive, actionable framework for the client to enhance online engagement, expand wholesale relationships, and deepen community ties. Recommendations included calendarized campaigns, live social sessions, seasonal content themes, and wholesale-focused calls to action.
Link to plan
Example of Slide Deck for Comms Plan Below:
