Gooseneck Coffee Co. is a specialty coffee roaster based outside of Detroit. Having seen steady growth over a few years, the Gooseneck team was ready to take the next step.
Through Backtalk, I was tapped to lead a marketing strategy for their next phase of growth.
Marketing Strategy
Already having a brand identity & multiple years of sales, Gooseneck needed a roadmap to effectively scale its marketing efforts.
I created a well-rounded strategy across the below areas. The result: a 31-page marketing strategy deck.
Strategy included:
Retail Strategy: retail sales plan, event strategy, digital retail sales strategy, email strategy, customer loyalty program, and multi-channel community partnerships plan.
Wholesale Strategy: wholesale customer discovery and wholesale sales strategy.
Social Media Strategy: tailored strategies for Instagram, Facebook, + TikTok, influencer marketing campaigns, and social overviews.
Some strategy highlights below:
Product Rollout Strategy
Gooseneck was preparing to release its first canned coffee beverage when I took on the project. Incorporated into the strategy was a product rollout strategy for the canned beverage.
Product Rollout included:
Website rollout plan
Social rollout campaign + plan
Email rollout campaign + plan
Retail product placement strategy
Customer Loyalty Program
Gooseneck was looking for a guaranteed way to create buzz around their brand. I created a customer loyalty program from scratch to include in their website, messaging, social, and more.
Loyalty Program included:
Program branding + messaging
Succinct program point scale + reward tiers
Ways to earn points, program promotion tactics, + incremental brand opportunities within loyalty