Joffrey’s

Overview:

Joffrey’s, a Tampa, Florida based company, is one of the largest specialty coffee roasting companies in the state, with in-house production and local, national, international and online distribution of more than 124 different coffees, 54 loose leaf teas and 19 iced teas.

Joffrey’s also has brick and mortar locations around the Southeast and is a proud partner with Walt Disney World.

The company currently operates 15 locations located throughout Walt Disney World. Joffrey’s had one challenging task at hand: how could they build their brand through social media?

Objectives:

Enhance brand awareness using social media to increase online and offline sales. Generate buzz and word of mouth marketing by reaching out to a core group of key influencers and online publications. 

Strategies and tactics:

• Identify and target the niche audience: bloggers known for their love of java
• Generate buzz and back links through blogger outreach
• Mail promotional products to all opt-in participants
• Launch viral tactics to create word of mouth marketing


Result:

Over 1,500 bloggers agreed to participate in the promotion, generating over 7,000 mentions for the campaign throughout the Web. High Impact Digital traced hundreds of comments, responses and feedback from bloggers and the Web community. Coverage included more than 250 legitimate links to the beta site and a 256% increase in traffic to Joffreys.com.

Web coverage included Mashable (Technorati Top 100 blogger), CNET, KillerStartups , Marketing.FM, MattsCuppa, MoBuzz TV and Marketing Over Coffee, creating millions of impressions across platforms. Coverage by traditional media included Entrepreneur Magazine, South Florida Business Journal and PR Week.

The agency won awards from the Gold Coast PR Council and other industry organizations. There was strong referral traffic to Joffreys.com in the five months surrounding the test, which equated to a 50% increase in sales.