To help spread the word about Sailor’s Brew Coffee, our team carried out a PR effort in conjunction with a digital advertising campaign. While the high-end coffee market is crowded, we knew that the story of Sailor’s Brew and the brand’s unique motivational message would cut through the noise. Proactive and ongoing reactive media outreach delivered the message to local audiences, while targeted digital ads directed curious potential customers to the brand’s website.
Sailor's Brew Coffee
PR & Messaging
As an emerging coffee and motivational lifestyle brand, Sailor’s Brew Coffee needed to increase brand recognition and communicate their unique value proposition. A public relations campaign, complemented by targeted digital ads, helped Sailor’s Brew expand its reach amongst a local audience.
The Challenge
Stand out in the crowded high-end, specialty coffee market
Raise awareness of a relatively new coffee company and motivational brand among key audiences
Encourage the public to visit the newly-opened retail store, explore the latest product line, and download the brand’s motivational app
214,570
Impressions Gained
The Strategy
5
Story Placements in Local and Regional Outlets
The Project
Our team developed a series of timely and targeted media pitches to highlight Sailor’s Brew Coffee’s high-end coffees; Black-owned, veteran-owned and family-operated roots; and positive ethos during a trying year for small-businesses. We proactively reached out to editors of relevant local, regional, and national media, as well as freelancers who covered related industries. In addition, we implemented a digital ad campaign on Facebook and Instagram to drive sales on the Sailor’s Brew Coffee website.
Entering into an already-existing national conversation by contributing a unique point of view increases brand awareness. And, when coupled with a digital ad campaign, drives online sales.
To stand out in a crowded market, brands must highlight what makes them unique. By pitching the engaging story of Trévon Sailor and his business to target media outlets, our team was able to secure placements and share the brand’s motivational message with a wider audience.
The Result
Our proactive media outreach resulted in five placements in high-value local and national outlets. Each story helped position the brand as a producer of specialty coffee, as well as an up-and-coming Black-owned, veteran-owned small business. The complementary digital ad campaign shared the brand’s motivational message while driving website traffic and sales.