Strategic Planning & Execution of Grand Opening Marketing

Over the last 8 years we’ve partnered with the marketing team at Scooter’s Coffee to develop and evolve their

new store opening marketing planning. Through discovery and research, including input from the franchisee,

we determine a recommended strategy to fit each store’s unique market and location.

WHAT WE DID

Market Research & Strategic Planning // Press Releases // Influencers // Chamber of Commerce Activations & Ribbon Cuttings // Event Planning // Community & Non-profit Activation // Paid Social Media // Digital Display Banners // Broadcast Media // Outdoor // Print

RESULTS

  • We’ve been instrumental in successful franchise growth to over 300 stores nationwide.

  • Our press department is gaining traction in markets that are in the construction phase with pre-opening press, which is leading to more pick-ups and general free editorial content surrounding new store openings. 

  • The relationships we build with the Chambers, community organizations, and local schools are lending community support for local franchisees, and conversely, we’ve encouraged local franchisees to foster these relationships to maintain local traction especially in smaller markets.

  • We’ve developed tracking of grand opening digital efforts and how they directly correspond with sales, mobile app downloads, and mobile app usage. 

  • Campaign management provides premium optimization for performance and make recommended changes for future store openings. 

  • Through our valuable media partnerships, we can negotiate traditional media terms and rates down to a level that is feasible for small-scale grand opening marketing plans.

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Facebook Live Events

Not only are we proud of our scripted and edited video projects, we're also proud of what we can do live and on location.  Eleven Twenty-Three has taken the show on the road for several Facebook Live events featuring Scooter's Coffee and their Amazing people. We've done live giveaways shoutouts and special guests, all live and on the air to a multitude of fans. 

We can scale our crew and equipment to meet the needs of any live streaming situation, and wrap a nice 'bow' around the entire project with some slick broadcast package graphics--fueled by a little caffeine, of course! 

Scooter's Coffee Radio Spots

DAY MAKERS :30

00:00 / 00:30
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WE'RE HERE :30

00:00 / 00:30
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RELATIONSHIP COFFEE :30

00:00 / 00:30
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Scooter's Coffee The Next Amazing

Caramelicious

Our partners came to us in need of an interactive 20th Birthday campaign for their fans on social media. We proposed that fans get to vote for the next flavor of their signature drink, the Caramelicious. This campaign ran from August 1st through August 31st.

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WHAT WE DID

Event Creative // Press Release // Microsite Voting Page // Bounce-back Email // Facebook Live Video Production

RESULTS

  • The Next Amazing Caramelicious voting page had 20,857 views totaling 7,706 votes.

  • The voting page was shared on Facebook and Twitter a total of 108 times.

  • The two email deployments reached a total of 5,847 fans.

  • Press distribution lead to 35 online, print and broadcast placements reaching an audience of 1.1 million and a publicity value of $237,063.43

  • The Facebook Live broadcast reached 32,822 people and generated 3,583 engagements (reaction, comment, or share) and has been viewed over 12,000 times.