Driving Brand Growth & Engagement: Trade Marketing Campaigns & Social Media
As a Marketing Executive at Drury Tea and Coffee Ltd, I significantly enhanced the company's social media presence by creating engaging photo and video content, leading to increased brand visibility and a 20% growth in followers within six months. I also gave support in product packaging design, launching new product, monitored trends and competitor activities, and increased online community interaction by 30%. My role also involved responding to inquiries and fostering positive relationships with followers.
Beyond social media, I conceptualized and produced promotional advertisements for LED panels displayed during Athletic Charlton football matches, effectively increasing awareness within the local community.
I supported the launch of the new breakfast spot at ME+MI at St. Pancras Renaissance Hotel, handling the comprehensive marketing campaign for its introduction.
Furthermore, I organized and supported PR events in collaboration with the South East London Chamber of Commerce, including a Latte Art Throwdown competition, fostering community engagement and promoting brand recognition.
Relaunch of ME+MI Breakfast Spot: St. Pancras Renaissance Hotel
As Marketing Executive, I developed and executed a comprehensive marketing campaign for the relaunch of the ME+MI breakfast spot. A core element of this campaign was visually storytelling the "coffee journey" for Windmill Street Coffee. We produced a series of captivating black and white pictures showcasing the coffee process directly from the farms, which were then prominently displayed on various wall shelves throughout the breakfast area.
To further enhance the customer experience and reinforce the specialty coffee narrative, I designed and implemented table cards featuring engaging information about the coffee's origin, tasting notes, and ethical sourcing. A key promotional tactic involved a special offer for hotel customers: Windmill Street Coffee was sold for just £1 for a two-week period. This initiative aimed to encourage trial and drive immediate engagement with our specialty coffee.
Drury Tea and Coffee Ltd aimed to strengthen its partnership with the St. Pancras Renaissance Hotel by revitalizing their breakfast offering at the ME+MI spot. The hotel introduced a new breakfast concept, featuring fresh sandwiches and salads, and sought to integrate Windmill Street Coffee as a key differentiator. The challenge was to create a compelling marketing campaign that not only highlighted the new food offerings but also elevated the perception of Windmill Street Coffee by showcasing its specialty coffee journey, ultimately driving increased sales for the account.
The integrated marketing campaign for the ME+MI breakfast spot relaunch achieved significant success. The compelling visual narrative of the coffee journey, combined with the informative table cards and the attractive promotional offer, effectively captivated hotel customers and highlighted the unique selling proposition of Windmill Street Coffee. This comprehensive approach directly led to a substantial 30% increase in sales within the account, demonstrating the efficacy of the marketing initiatives in driving both awareness and direct revenue for Drury Tea and Coffee Ltd.
ST. Pancras Renaissance Hotel, MI+ME
Collaborative Event & Brand Engagement: SE London Chamber of Commerce & Polarity Gyn
Drury Tea and Coffee Ltd aimed to increase brand awareness, social media presence and foster community engagement. An opportunity arose to collaborate with the South East London Chamber of Commerce and Polarity Gym to host a public event, allowing for direct interaction with potential customers and local businesses.
As Marketing Executive, I played a pivotal role in supporting this collaborative event and to prepare the visuals (photo &video) for social media. A key attraction was the "Latte Art Throwdown" competition, where guests could actively participate by attempting to create latte art. To further engage attendees and showcase our product expertise, we also organized interactive coffee tasting sessions, complete with prizes, and offered guided tours of our factory, providing an insight into our operations. This event was a joint effort, strategically executed in collaboration with Polarity Gym.
The event was highly successful, significantly boosting brand awareness for Drury Tea and Coffee Ltd within the local community and among Chamber members. The interactive elements, particularly the Latte Art competition and coffee tasting, generated considerable excitement and positive sentiment. This direct engagement translated into tangible results: an increase in social media followers and enhanced overall engagement with our online community.
Drury Tea and Coffee Ltd seek to enhance brand awareness and penetrate new market segments beyond traditional hospitality channels. An opportunity arose to partner with Charlton Athletic Football Club, a prominent local sports team, offering a platform for significant brand visibility and community engagement within the London area. The challenge was to leverage this partnership to not only increase immediate brand recognition but also to cultivate a lasting commercial relationship that would lead to new revenue streams.
As Marketing Executive, I lead the brand activation strategy for this partnership. This involved the conceptualization and production of promotional advertisements for LED panels displayed prominently around the football pitch during Athletic Charlton football matches, including the main panel advert. I meticulously communicated with all stakeholders, including the club's marketing team and production agencies, to ensure strict adherence to advertising guidelines and brand consistency.
Furthermore, to deepen the engagement and foster goodwill, we extended the partnership beyond mere advertising by sponsoring the event with personalized gifts for their guests – our signature Breakfast Blend Tea. This tangible brand experience aimed to create a memorable impression and highlight the quality of Drury Tea and Coffee's products.
The strategic activation of this partnership led to significant results. The LED panel advertising effectively increased brand awareness within the local community. More importantly, the successful execution of the event, coupled with the personalized brand touchpoints, cultivated a strong relationship with Charlton Athletic. This led to a substantial commercial outcome: Drury Tea and Coffee became an official partner, securing an agreement to sell their own private label tea and coffee within the club's facilities. This not only established a new, consistent revenue stream but also solidified Drury Tea and Coffee's position as a key local brand.
