I have focused the most on Sinclaire's Coffee's digital footprint from social media to website design. For social media, I decided to focus on authenticity and humor to appeal to Gen Z - who value realness from brands. For the website design, I focused making it professional yet engaging. This can show off the cafe's offerings and who they are as a brand. Overall, digital marketing has been a main focus because of its appeal to Gen Z and a way to differentiate the cafe from other shops in the area.
Digital Marketing
Most Sucessful Social Media Posts
Tik Tok & Humor
Gen Z prefers to see funny videos that are also relatable to their struggles. This is one of the reasons why the video was so successful, and the sound chosen for the video was starting to gain more popularity. Hopping on a trend while it's growing increases the chances of a video going viral rather than waiting until the trend is at its peak popularity.
Influencer Style Videos
While this account was made for Sinclaire's Coffee, that doesn't mean the videos can't have an influencer-like feel to them with voice overs and 'recommended' cafes. Gen Z prefers influencers opinions, so they may initially be more engaged with this styles of video. Also, using intriguing captions that creates curiosity in users can ensure them to watch the entire video.
Advertising Local Events
Partnering with local businesses and registered student organizations (RSOs/clubs) helps build a local community that's eager to engage with events. Thrifting has been popular among Gen Z, and bringing it on campus helps engage students who do not have personal transportation. Also, having a big creative title helps engage people.
Examples of Other Media Used
WordPress Websites
Sinclaire's Coffee & A Pinch of This
01
Connecting Two Businesses
A Pinch of This is a catering company that also owns Sinclaire's Coffee. Together, they both can provide specialized catering to customers. Each website is connected to each other, yet they still have separate identities.
03
Marketing
Providing a website for both businesses increases their credibility and trust within customers. With detailed information, a professional design, and various forms of contact helps customers become more interested and invested within the businesses. This also helps users by providing them information to assist with their purchase decision.
02
Customized Design
Each website followed a specific color palette, logo, and overall feel to help bring the brand to life. Most media used was made in house, with a few stock image exceptions.
04
Forums
By having forums where customers can ask questions and request services provide a lot of sales opportunities. By answering questions, it increases the credibility of the business even more. This can lead to customers to trust the brand and make purchases in the long run.
Drink