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The Brief


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.

 
 
 

Single-Serve Campaign

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.

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locAl OUTREACH

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.

Social Proof

Social media strategy and development was a significant need for Community Coffee. SASSO created a social media strategy and content calendar that included timely and topical posts, engaging content and information relevant to coffee enthusiasts. We communicated with Community Coffee's approximately 300,000 fans with very specific imagery that fit the brand’s products and customers' lifestyles.

National Attention

In combination with the Community Cash for Schools™ program's 25th anniversary and Community Coffee's rapid national expansion, SASSO garnered coverage in key major metros across the country.

Amazon Partnership

SASSO assisted Community Coffee with a unique e-commerce partnership with online retail giant, Amazon. Amazon served up special offers to their large customer base helping Community Coffee increase their online sales.

B2B Outreach

Entering new markets created new opportunities. SASSO approached this by developing a highly targeted email strategy that delivered the facts about Community Coffee's brand and demonstrated the differentiators of their B2B services.

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