Cleo's Cafe Marketing Guide

Cleo’s Cat Café Marketing Campaign Plan 2023/2024 Vienna May Sauvage - Setting Sun Creative

Table of Contents

2 table of contents 4 about us 6 campaign overview 8 campaign objectives 10 KPI’s 12 campaign timeline 14 digital channels 16 content strategy 18 digital assets

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About Us Brand Overview • Founded by Olivia Everheart, an avid animal welfare advocate • Named after Olivia’s first rescue, Cleo brought love and joy to all with her affectionate nature. Despite being adored in return, she succumbed to health challenges from abandonment, inspiring Olivia to aid cats in need.

• Offers a unique space where patrons can indulge in beverages and baked goods while enjoying the company of resident cats • Provides separate areas for food and beverages, ensuring a clean environment for both customers and feline friends • Boasts visually appealing branding inspired by Olivia’s welcoming persona • Fosters a cozy and inviting atmosphere for all visitors

Mission Statement Cleo’s Cat Cafe is dedicated to fostering community connections through unique events, merch, and great vibes. We ensure everyone feels welcome, whether they’re sipping on a latte or spending time with our cats. Additionally, we strive to be the top destination for cat care tips, emphasizing our commitment to animal well-being.

Unique Selling Points and Value Proposition: • • • • •

Monthly celebration of resident cats, fostering community engagement Limited-time merchandise for exclusivity and excitement Commitment to animal welfare and responsible pet ownership Warm and inviting atmosphere with a cat-centric focus Works with local rescue to facilitate cat adoptions

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Introducing the Adopt Them All campaign, where limited time enamel pins celebrating Cleo’s resident cats are dropped every month for the month and then gone for good. Over the year there are 12 unique pins that can only be collected during the month they are live. Collecting all 12 pins throughout the year entitles participants to a complimentary 45-minute cat room experience.

Each pin comes with a unique code that can either be handed in physically or tracked online through the users account on the Cleo’s website. Tracking pins online comes with extra perks. Online pin collectors are eligible for monthly prize draws, featuring offerings such as complimentary beverages, cafe snacks, and exclusive discounts for merchandise and cat experiences.

These purchases and contributions ensure that the feline residents receive the specialized care necessary for their well-being and vitality and that cats up for adoption find forever homes.

Campaign Overview The campaign will start with unique packaging made for each pin. All the supporting assets will take inspiration from the pin packaging for visuals.

Assets include social media posts on Facebook and Instagram such as photo posts, carousel posts, cover photos, reels, and stories. Digital ads for the pins will be put on both Google and social media platforms. A monthly enewsletter will also be done to highlight various aspects of Cleo’s but also serve as early access to limited time pins. There will be a coinciding landing page for this campaign and a digital pin tracker on the website.

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Campaign Objectives The campaign will achieve its objectives by implementing unique engagement tactics and incentives such as social media posts and promotions, community events, interactive experiences, fundraising initiatives and more. These objectives will be measured by the SMART KPI’s outlined in the next section.

Overall the goal is to strengthen the ties between the community and Cleo’s and raise funds for housing and adoption efforts to support the welfare of all feline residents.

Increase Engagement and Awareness: Achieve a 20% increase in social media engagement and a 15% increase in brand mentions within 3 months.

Drive Foot Traffic and Boost Sales: Achieve a 15% increase in foot traffic and a 25% increase in merchandise sales within 2 months.

Raise Funds for Housing and Adoption: Increase funds raised through campaigns to support cat care expenses by 10% in comparison to last years funds during the same time period.

Strengthen Bonds Between Locals and Resident Cats: Achieve a 15% increase in overall positive interactions with resident cats within 3 months through social media engagement, overall sales, and foot traffic.

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Social Media: Achieve a 20% increase in post likes (from 100 to 120), a 15% increase in comments (from 50 to 58), and a 10% increase in shares (from 20 to 22) within 2 months.

Newsletter Performance: Increase open rate by 15% (from 20% to 23%) and link follows by 10% (from 10 to 11) within 3 months.

Merchandise Sales and Revenue: Achieve a 25% increase in units sold (from 100 to 125), a 35% increase in revenue generated (from $1000 to $1350), and a 15% increase in average order value (from $10 to $11.50) within 2 months.

KPI’s The chosen KPIs aim to boost engagement, responsiveness, and sales across digital platforms. Goals include increasing social media interaction, improving newsletter engagement, and driving merchandise sales within specified time frames.

They follow the SMART structure, a structured approach to goal-setting, ensuring objectives are clear, measurable, achievable, relevant, and time-bound.

This framework focuses on strategies that yield the highest returns in terms of engagement, conversion, and revenue generation in the dynamic digital environment.

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PROJECT:

Cleo's Cat Café

Project start date:

2023-12-15

Type Key Milestone

Campaign Timeline

Key Milestone Key Milestone

Following this creative phase, the next week is dedicated to planning and execution of social media posts and targeted ad campaigns.

As the month draws to a close, the focus shifts towards finalizing the monthly enewsletter, coupled with a thorough evaluation of performance metrics to gain insights for future campaigns.

Merchandise Brainstorming for Merchandise Brainstorming, Content

Bra

Bra

Bra

Collection and Creation Brainstorming, Content

new Co

Collection and Creation Brainstorming, Content

new Cre

Month 1 (Feburary) Month 1 (Feburary) Key Milestone Month 1 (Feburary) Month 1 (Feburary) Key Milestone Month 1 (Feburary)

Collection and Creation Social Media Post Social Media Post Ad Campaign Social Media Post Social Media Post Ad Campaign Social Media Post

new Pos Las Sta Pos Fea Co An

Key Milestone

Publishing of E-Newsletter Pub

Key Milestone

Ad Campaign

Key Milestone

Performance Assessments Mid

Month 1 (Feburary)

Social Media Post

Month 1 (Feburary)

Social Media Post

Ad

Key Milestone Key Milestone

Ad Campaign Ad Campaign Brainstorming for

Pla Pub

Key Milestone Key Milestone

The campaign timeline adheres to a monthly framework, guiding the ideation process from beginning to end. The initial phase spans the first two weeks, devoted entirely to brainstorming and content creation, laying the groundwork for the campaign.

Category Brainstorming for

Pro

Key Milestone Key Milestone

Merchandise Brainstorming, Content

Co

Fea

Bra

Bra

Month 1 (Feburary) Key Milestone

Collection and Creation Social Media Post Ad Campaign

new Fun Pos

Month 1 (Feburary)

Social Media Post

Beh

Key Milestone

Performance Assessments End

Key Milestone Month 1 (Feburary) Key Milestone Month 2 (March) Month 1 (Feburary) Month 2 (March)

Brainstorming, Content

Co

Collection and Creation Social Media Post Brainstorming, Content

new Mo Cre

Collection and Creation Social Media Post Social Media Post Social Media Post

new Pos Hig Las

afé Project end date: 2024-02-28

Detail

Start

December

January

15 16 17 18 19 20 21 22

13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1

2023-12-15

7

Brainstorming session for March merchandise

2024-01-15

7

X X X X X X X

2024-01-15

7

X X X X X X X

2024-01-22

2

newsletter, and social media) Collection of content for February (ad campaign, newsletter, and social media) Creation of content for February (ad campaign,

2

3

4

5

6

7

8

9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Days F S S M T W T F . . . S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W

Brainstorming session for February merchandise

Brainstorming for February content (ad campaign,

February

X X X X X X X

X X

2024-01-24

7

X X X X X X X

2024-01-24 2024-01-31 2024-02-01 2024-02-01 2024-02-01 2024-02-03 2024-02-03

1 1 2 1 7 3 1

X

ter Publishing of February email newsletter

2024-02-05

1

Content creation for ad campaign

2024-02-06

5

nts Mid-month performance assessment

2024-02-07

1

Feature post of resident cat for the month

2024-02-08

7

Adoption success story

2024-02-10

1

Platform analysis and optimization Publication of ad campaign

2024-02-11 2024-02-15

3 1

Brainstorming session for April merchandise

2024-02-15

7

X X X X X X X

newsletter, and social media) Post last reminder of January merchandise Last day post for January merchandise Start of brainstorming for ad campaign Post day one of February merchandise Feature post of February merchandise items Collection of content for ad campaign Announcement of new cat arrivals

Brainstorming for March content (ad campaign,

X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X

newsletter, and social media) Fun situation with keepers involving resident cat Post-assessment of ad campaign performance

2024-02-15

7

X X X X X X X

2024-02-15 2024-02-16

7 5

X X X X X X X X X X X X

Behind the scenes with staff

2024-02-17

1

2024-02-21

1

2024-02-22

2

X X

2024-02-22

7

X X X X X X X

nts End-of-month performance assessment Collection of content for March (ad campaign, newsletter, and social media) Monthly pet care informational post Creation of content for March (ad campaign, newsletter, and social media) Post last reminder of February merchandise Highlight cat accessories and toys Last day post for February merchandise

X X

2024-02-24

7

X X X X X

2024-02-24 2024-02-25 2024-02-28

1 1 1

X X X

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Social Media

eNewsletters

Search Engines

Justification: All three personas are tech-savvy and likely spend a significant amount of time on social media platforms. Animal lovers, would appreciate content related to pets and animal welfare. Social and creative teenagers, would enjoy visually appealing and engaging content that they can share with their friends.

Justification: Two out of three personas being professionals, might prefer receiving informative content directly in their inbox. The younger persona will likely only be interested in any discounts and deals, or special events.

Justification: One persona who is looking to adopt a cat, might use search engines to find information about local adoption centers and resources for responsible pet ownership.

Another persona, being a busy professional, might use search engines to find cafes in the area where she can work and unwind. The youngest persona will likely be looking for things to do with friends and places to hang out.

Platforms: Facebook and Instagram, eventually TikTok

Digital Channels

The chosen digital channels include social media platforms like Facebook, Instagram, and eventually TikTok, appealing to young tech-savvy folks interested in pets and animal well-being.

Enewsletters are selected for professionals, providing informative content and deals directly to their inbox.

Search engines showcase either an adoption center, a delicious cafe, or a fun hangout spot depending on who is searching, meeting the diverse interests of the target market.

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Content Strategy Social Media

eNewsletters

Content Themes: Merchandise highlights, cat-related events, success stories, behindthe-scenes, educational content, pet care tips monthly food/drink promos.

Content Themes: Monthly merchandise highlights, milestones reached, upcoming events, pin of the month highlights, educational resources on pet care, adoption success stories, exclusive promotions for subscribers and more.

Types: Photos, short videos, carousel posts, stories, interactive polls/questions.

Types: Text, images, links.

Ad Campaigns

Search Engines

Content Themes: Promoting limited time monthly merchandise, highlighting unique selling points, creating a sense of urgency.

Content Themes: Local SEO optimization for relevant keywords related to pet adoption, animal cafes, and pet care resources.

Types: Coordinating suite of graphics including social media images, social media videos and reels, carousel ads, google ads, website graphics, and a unique landing page.

Types: Website content, blog posts, landing pages.

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Digital Assets Social media posts will follow unique guidelines that complement the packaging. The pattens and colours still need to complement the brand colours but can vary slightly.

Types of posts include pin announcements and reminders, promotions and information about digital pin tracking as well as photos/videos of that months resident or pin in the cafe.

Pin Drop Announcement

Pin Tracker Promo

Last Week Pin Reminder

Next Month Pin Teaser

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Digital Assets cont’d January Pin & Packaging Other assets include the packaging and pin itself as well as google and social media ads, a website pin tracker for every month, and a unique cover photo on Facebook.

The advertisements are both variations on promoting the free cat experience that comes with collecting all pins and directs users to the shop page.

The tracker changes every month to it the theme/colours of the current month. The current month is highlighted with sparkle icons and the other spaces are marked with a paw icon indicating they have yet to be released.

Google/Social Media Ads

Website Pin Tracker - January

Facebook Cover Photo

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Digital Assets cont’d February Pin & Packaging The beginning of February’s assets includes new packaging and a special 2 pin set.

Unique digital assets are made every month to coincide with the residents picked theme and to aid in enticing folks to purchase. The limited time pins provide an opportunity to entice collectors with their novelty while supporting Cleo’s cause.

The pin tracker gets updated every month with the new theme and highlighted pin, keeping the previous months pins visible if you have them.

Google/Social Media Ads

Social Media Posts

Website Pin Tracker - February

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Digital Assets cont’d A monthly eNewsletter goes out with incentive of VIP access to pin designs before anyone else. 48 hours before the start of the new month, enewsletters will go out with a special link to purchase the pin before the start of the month.

eNewsletters also contain sections such as monthly recaps, important milestones, drink and food promos, cat care tips, the monthly pin and more.

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