SHENANDOAH JOE COFFEE ROASTERS
Positioning and Branding Strategy
Francis Phan, XD
Erica Mendel, CW
Jo Rozycki, ST
Research Plan Writing
Creative Brief Writing
Brand, Competition, and Category, Research and Analysis
Shenandoah Joe's is a small batch coffee roaster established in 1993 in Charlottesville, VA. With humble beginnings as a table set up at the city market, the brand has grown into 4 brick and mortar stores and sells coffee in certain grocery stores and restaurants across the state. Ultimately, the goal is to become a household name across the Shenandoah valley and surrounding area. The owner is looking to set up the brand for future growth on a regional level.
Shenandoah Joe's is a Charlottesville staple.
According to locals, the brand excels due to their
BUT these qualities can't be translated on the shelf to potential customers unfamiliar with the brand.
Consumers do not
shop the coffee aisle.
Since a bag of coffee is a longer-term commitment, consumers stick with the brands they know and love.
TO SUCCEED ON A REGIONAL LEVEL, SHENANDOAH JOE'S NEEDS TO TELL THEIR STORY UP FRONT.
One quick look at their packaging and digital marketing assets should tell new customers everything they need to know about the BRAND.
Website Home Page Redesign
Instagram Content Redesign
Recommendations for the brand's Instagram include utilizing higher resolution images and stock photos, posting weekly, and creating a lived-in and personable aesthetic through posting images of notes scribbled on post-its, napkins, or scraps of paper.
Members of the community love coming in to watch the weekly roasting sessions. Giving tours of the roastery would show off their passion, knowledge, and creativity.
This is an opportunity to share coffee knowledge and keep the brand's name at the top of their followers' timelines with a fun fact, or a piece of Shenandoah Wisdom.
BEYOND THE SHENANDOAHS
Just like how Shenandoah Joe's puts thought into how they handle their beans at every step from soil to cup, this set of recommendations is comprehensive and made to order.
If the brand can capture the attention of new customers at the shelf, we can be confident that there are a lot more people, even beyond the Shenandoahs, who would love a cup of Shenandoah Joe…they just don’t know it yet.