As other brands began to penetrate regional coffee giant Community® Coffee’s once impenetrable market share, it sought to re-engage its fan base and expand its presence in new and emerging markets across the United States. SASSO was brought in to brew up a pot of fresh ideas for current markets and tell the Community® Coffee story to new markets while keeping a nearly 100-year-old brand true to its original roots.
Community Coffee partnered with SASSO to add a spark to its entrance into the single-serve cup market using social media engagement, digital advertising and public relations outreach. Brand and sales-driven messaging also played key roles in the product launch.
As part of the celebration for the 25th anniversary of the Community Cash for Schools™ program, SASSO planned and managed multi-market public relations efforts and events to promote a special sweepstakes designed to raise additional money for local schools.
Leading The Way
Louisiana’s Lt. Gov. at the time, Jay Dardenne, hosted a special event at the historic Louisiana Old State Capitol where he honored participating schools and proclaimed the day Community Cash for Schools™ Day in Louisiana. The gathering created a ready-made celebration that attracted the attention of local media.
Getting The Word Out
One of the goals of celebrating the anniversary of this partnership was to draw more attention in hopes of attracting even more financial support. SASSO leveraged its media partnerships to garner statewide coverage.