Mobile Mafia PR Campaign

Michael Coste
5/24/16

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Situation Analysis

Mission and Goals

Dutch Bros. Coffee (DB) is a privately held drive-thru coffee company that sells

specialty coffee drinks, smoothies, freezes, teas and its private-label Dutch Bros. Blue

Rebel. This fast-growing company has more than 250 locations in seven states: Oregon,

California, Washington, Idaho, Nevada, Colorado and Arizona (DB, n.d.). Its mission is

to pass the good vibes on to our employees and customers through leadership within our

company, and customer service, (DB, n.d.). The overarching goals of the organization

include:

Maintaining unique company culture by staying true to DB values.

Providing a great, fast experience, which entails outstanding customer service,

and quality drinks.

Supporting DBs employees and their endeavors.
Making a profit.
o Running an efficient business (includes cost effectiveness).
o Being more successful than other coffee companies by receiving more

business and making higher profits.

Meeting company goals.

On a local level, the Dutch Bros. Coffee of McMinnville (DBMAC) franchise, like all

DB franchises, is locally owned. Franchisees are allowed to adjust the functioning of the

stands in their franchise; however, the values of the company and its mission remain the

same. DBMACs mission and goals are reflective of the corporate culture. The event

team (Mobile Mafia) aim to reflect these values at each event. This team will travel with

the event trailer to events within the franchises territory (the region in which the

franchisee claims and has first right to and work in the event trailer. The territory spans

from Lafayette, Oregon, to Sheridan, Oregon, along Highway 99W. The events within

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this territory may include rodeos, fairs, company events, private events within the

territory, etc. This team is also in charge of pre-event set-up and post-event cleanup. The

goal is to provide an amazing experience, create a vibrant atmosphere and live out DBs

mission and reflect its values. As stated previously, the goals of DBMAC and the event

trailer remain the same as the corporate goals listed above, but it is important that

making a profit is reiterated. Because the event trailer is expensive to use, its important

that DBMAC breaks even at each event.

External Environment

The U.S. coffee/snack shop industrys revenue was projected to rise to 30 billion

dollars and include to over 55,000 coffee/snack shops (IBISWorld, 2016). This figure

includes drive-thru shops as well as walk-in shops. DB and many of its competitors have

both types of shops to appeal to different types of traffic. However, for this specific

situation analysis, well focus on mobile trailers.

There are some threats this business may face, such as people not being able to

afford the products. Event prices are higher than the normal prices at DBMAC stands, so

customers could take their business elsewhere due to the event trailers higher prices.

These high prices would negatively affect those members of the public that could not

afford to buy products from the Mobile Mafia. There is also a possibility that some event

planners within the territory will not want the Mobile Mafia at their events. This will

negatively affect the organization because the Mobile Mafia would not get hired.

Furthermore, there is a chance that there arent enough events in the region to make the

event trailer/team worthwhile. DB is a popular company, and because of its prominence,

whats said about the company moves quickly, so on a social level, negative criticism

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could be a threat to the company. Lastly, on an economic level, other competitors

presence at events could be a threat to the event trailers success.

Business Analysis

DBMACs event trailer not only provides DBs unique products, but it creates a

unique atmosphere at the events its present at. The Mobile Mafia is high energy, fast

paced, and more importantly, fun. DB has many competitors in general; however, many

of them dont have event trailers that are present at many events. So, the event trailers

competitors would include any food/beverage cart that is available for hire within the

territory described above. I have not been able to locate any known competitors. This

would not only include other coffee carts, but it would also include locations at the event

where there is coffee being provided. Internal threats to the event trailer include:

Improper event planning, which could lead to a negative experience.

Poor customer service from employees.
Improper communication/follow-ups with outside event planners.

The owners of the DBMAC franchise are willing to spend money on a PR

Campaign, and on the event trailer (anything that needs to be done to improve business).

This support will call upon my PR knowledge to create a strong campaign. DBMACs

management team has experience with social media and some PR, but in this case, I

would be the main asset for this campaign.

Target Audience

The target audience for DBMACs event trailer includes any event planners in

attendance. These people may be familiar or unfamiliar with the company already. The

target audiences demographics include people between the ages of 18 and 55, of any

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ethnicity, and of any income level. In addition, the target audience will ideally see the

event trailer as iconic, and therefore, decide to hire the Mobile Mafia for their event. As

stated earlier, there are many people who havent experienced DB, so part of the target

audience would include self-expressers, or those planners who will take the risk and try

something new at their event.

Relevant values of these customers include having a good time, quality customer

service and drinking coffee. DB is about fun, its about the customers, and its about

coffee. Therefore, our target audience will value genuine people, theyll value fun, and

theyll value a good cup of coffee.

Campaign Plan

Goal: The Mobile Mafia will be hired for more events.

Objective 1: To inform target audience and increase its awareness about the new

Mobile Mafia event trailer/team.

o Strategy 1: To co-sponsor an event in order to generate media coverage

and to raise awareness about the Mobile Mafia.

Tactic 1: Communicate with non-profit organizers about the

Mobile Mafias presence at the Relay for Life event. This would

include the possibility of co-sponsorship at the event. Whether or

not the co-sponsorship request is granted, ask event planners

whether they plan to publish a press release. If so, ask if the

Mobile Mafias presence can be mentioned in their release in order

to gain awareness and generate interest.

Tactic 2: Create press release to promote the event. This release

will focus on the fact that the Relay for Life event is taking place;

however, it will include the news of the Mobile Mafias presence at

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 the event, and the fact that portions of the proceeds made will be

donated to the cause. The timing of this press release would be

before the event takes place.

Tactic 3: Create a pitch letter to ideally have a story published

primarily about the Mobile Mafias presence at the Relay for Life

event. This will include a story about a Relay for Life attendee that

was positively affected by the Mobile Mafias presence. This story

would ideally include information about upcoming Mobile Mafia

events. The timing of this pitch letter would be after the event takes

place.
Tactic 4: Create a Public Service Announcement (PSA) focused on

Relay for Life that will also mention the Mobile Mafias presence

at the event. In addition, the PSA will include information about

the donations that will be given to the organization from DBMAC.

o Strategy 2: Use social media channels to spread information about Mobile

Mafia. This information will include promotions about the Mobile Mafias

presence at events before, during and after it takes place. This will ideally

raise awareness about the Mobile Mafia, and ideally stimulate enough

interest amongst event planners that they decide to attend event and

experience the Mobile Mafias capabilities.

Tactic 1: Use Facebook and Instagram to promote the Mobile

Mafias presence. The pre-event promotion will include a picture

and a caption that informs the public about the Mobile Mafias

presence. If it benefits a specific organization, that will be included

in the caption. The during-event promotion will include a picture at

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 the event along with a caption that reminds the audience about the

event. It will also serve as an attempt to let the audience be

included in the event experience whether or not they are actually

there. The social media will allow the organization to interact with

the audience as well as promote the company.

Objective 2: Persuade and motivate target audience to hire the Mobile Mafia.
o Strategy 1: Use controlled communication to provide information that

will help people decide to hire the Mobile Mafia. Controlled

communication is the type of communication the organization controls,

such as brochures, flyers, etc.

Tactic 1: Create flyers that promote the availability of Mobile

Mafia brochures at all three DBMAC locations. These flyers will

be posted near the windows, and will read, Are you planning an

event?! Ask a broista for one of our Mobile Mafia brochures! The

purpose of these flyers is to make the target audience aware of our

mobile capabilities, as well as informing them that there are

informational brochures available.

Tactic 2: Create and distribute brochures that inform and persuade

event planners to hire the Mobile Mafia for their future events. Not

only will these brochures will be distributed at the three DBMAC

locations, but they will be available at all Mobile Mafia events via

a brochure holder at the event trailer. Ideally, these brochures will

be distributed to serious planners (qualified prospects), which will

be determined if/when they ask for a flyer. If they ask for a

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 brochure, it is likely that they are seriously interested in hiring the

Mobile Mafia.
o Strategy 2: Use event appearances to persuade event planners to hire the

Mobile Mafia for their events. This would be done by replicating the well-

known, fun, exciting Dutch Bros. culture at events.

Tactic 1: Train employees to replicate the culture at the events by

providing fast, genuine customer service, and by maintaining the

party-like atmosphere. In addition, educate employees what the

expectations are for events. This will be done by properly

familiarizing with expectations, and getting the party started before

the event begins.

Tactic 2: Create and distribute signs around the events location

that will direct event attendees and the target audience to the

Mobile Mafia. In addition, create a light-hearted, humorous theme

for the signs that will resonate with the audience.

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Press Release

For Immediate Release

June 17, 2016

Media Contact: Gretchen Groves, gretchen.groves@cancer.org, 503-795-3972 (Oregon

contact)

American Cancer Society Teams with Dutch Bros. Coffee

Proceeds from coffee sales at Relay for Life to be donated to ACS

McMINNVILLE, ORE June 17, 2016 The American Cancer Society has announced it

will team up with Dutch Bros. Coffee for its McMinnville (DBMAC) event on June 24

and 25. DBMACs new Mobile Mafia will be present at the event, and the team will

donate all proceeds to the ACS.

The event will be held at McMinnville High Schools Baker Field complex, which

is located on the corner of 17th St. and Baker St. in McMinnville. Relay for Life activities

will begin at 6 p.m. on June 24, and they will end at 12 p.m. on June 25 (ACS, n.d.).

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 This annual event includes team races around the Baker Field track, and it

features various food and activity booths. All money raised at the event benefits the ACS.

The Mobile Mafia, DBMACs new event team, features a new event trailer, truck

and a team of employees that aim to make events like Relay for Life exciting and fun.

Local Dutch Bros. franchisee Kory Spencer is excited about this years Relay for Life

event because of the new Mobile Mafia teams capabilities.

Although weve been apart of Relay for Life before, this year will be different,

said Spencer. Our new Mobile Mafia is capable of so much more. Our new trailer is

fully-equipped and it will help us make a larger impact on a great cause.

Spencer says the Mobile Mafia is excited to not only make a difference at Relay

for Life, but at other upcoming events as well. Recently, the Mobile Mafia served at Run

the Dutch, which was sponsored by DBMAC. This 5K run event benefitted the See Ya

Later Foundation and Mendonca AMA; two organizations that are geared towards the

success of our youth.

Debra Hill, local Relay for Life coordinator, says the organization is excited to

have the Mobile Mafia at the event. We love the environment that [DBMAC] creates at

our events. Were confident the Mobile Mafia will help us make this the best Relay for

Life event yet.

To sign up for Relay for life or donate to the ACS, go to

http://main.acsevents.org/site/TR/RelayForLife/RFLCY16GW?pg=entry&fr_id=75407.

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Pitch Letter

Dear Ossie Bladine,

When 11-year-old Katie Wilson went into the doctors office for a check up 6

months ago, she didnt know that she would leave her appointment with life changing

news. She was diagnosed with stage two lymphoma cancer. She has battled the disease

for the last six months, but that is not what the proposed story is about. The story Im

proposing to you is the story about a young girl who has fought cancer and inspired

others along the way. This inspiration doesnt come solely from her fight, but also from

the leadership and dedication she has demonstrated.

Although Wilson has participated and led various events around the northwest

that benefit cancer research, she was greatly affected by McMinnvilles Relay for Life

event. Wilson has grown up in McMinnville, and therefore has a soft spot for the towns

ACS event. Seeing the turnout at this years event showed how much support there is for

this cause, Wilson said. It was really inspiring.

Wilson has participated in McMinnvilles Relay for Life before, but she claims

this year was different. Not only was there a great turnout, but there was a noticeably

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passionate vibe at the event, Wilson said. I could really tell that people wanted to

support cancer research.

Wilson says support from her favorite local coffee spot was appreciated as well. I

support Dutch Bros. Coffee everyday before school with my mom, so it meant a lot that

they brought out a crew to show their support for the cause I care most about.

When Wilson says that Dutch Bros. Coffee brought a crew to the event, she

wasnt exaggerating. The local coffee franchise brought its newest addition; a 40-foot-

long truck and event trailer, along with a crew of broistas. In addition, Dutch Bros.

Coffee donated all proceeds, which was more than $4,000, from the event to the ACS.

Kerri Wilson, Katies mother, says Dutch Bros. Coffee not only showed its

support, but it added to the events positive vibe with its outgoing employees, and fun

energy.

It meant so much to all of us to see a big company like Dutch Bros. Coffee make

such an impact on so many people, Kerri says.

This story is meant to express Relay for Lifes impact, as well as to express what

a large impact Dutch Bros. Coffees new Mobile Mafia event team can create. According

to Dutch Bros. Coffee of McMinnville franchisee Kory Spencer says the Mobile Mafia is

eager to make a difference at other events around the region.

Our team is rooted deep in the community, and were excited for whats ahead,

Spencer said.

This story is one of inspiration, and if the news of this story is shared, cancer

research will be benefitted as well as those planning ways to make their event an

outstanding one.

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Sincerely,

Michael Coste
Dutch Bros. Coffee of McMinnville
503-472-3304
michaelcoste@dutchbros.com

PSA Script

Info:

Time: :60
Organization: American Cancer Society/Dutch Bros. Coffee of McMinnville
Use: Informing audience about upcoming event

Script:

[SOUND]: Music plays quietly in the background throughout entire PSA.

THERE ARE CHILDREN ACROSS THE STATE SUFFERING FROM A FORM OF

CANCER, LIKE McMINNVILLES VERY OWN KATIE WILSON.

WILSON WAS DIAGNOSED WITH LYMPHOMA CANCER AT THE AGE OF 11,

AND HAS SINCE BATTLED THE DISEASE.

SHE DOESNT ASK FOR HELP OFTEN, BUT YOU CAN SHOW YOUR SUPPORT

FOR KATIE AND OTHERS LIKE HER BY SIGNING UP FOR McMINNVILLES

RELAY FOR LIFE EVENT, WHICH TAKES PLACE AT McMINNVILLE HIGH

SCHOOLS BAKER FIELD COMPLEX ON JUNE 24TH AND 25TH.

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THE EVENT BENEFITS THE AMERICAN CANCER SOCIETY, AND ALL

PROCEEDS FROM EVENT BOOTHS BENEFIT THE A-C-S AS WELL. THIS

INCLUDES WILSONS FAVORITE COFFEE COMPANY, DUTCH BROS. COFFEE.

DUTCH BROS. COFFEE WILL BRING ITS NEW EVENT TRAILER AND TEAM,

THE MOBILE MAFIA, TO THE EVENT. THE MOBILE MAFIA PROVIDE A FUN,

POSITIVE ATMOSPHERE AT THE EVENTS THEY ATTEND, WHICH IS WHY

EVENT COORDINATOR MICHELLE MILLER IS EXCITED ABOUT THE

COMPANYS PRESENCE.

[SOUND] MICHELLE MILLER: IM EXCITED FOR THIS YEARS RELAY FOR

LIFE EVENT BECAUSE IT WILL BE THE LARGEST EVENT McMINNVILLES

EVER HAD. WITH THE HELP OF THE MOBILE MAFIA, WERE CONFIDENT IN

THE EVENTS SUCCESS.

PEOPLE OF ALL AGES ARE ENCOURAGED TO SIGN UP FOR THE EVENT, AND

SHOW SUPPORT FOR PEOPLE LIKE KATIE MILLER.

FOR MORE INFORMATION, GO TO W-W-W-DOT-CANCER-DOT-ORG.

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Brochure

Copy:

Page 1:

Header: The Mobile Mafia

Subhead: Dutch Bros. Coffee of McMinnville

Second Subhead: Let us bring fun, excitement and coffee to your event!

Page 2:

Header: The New Mobile Mafia

Body: Our new Mobile Mafia was created to serve our community with more
versatility outside of the stands. Our Mobile Mafia is made up of employees from
our three stands in McMinnville, and it features an incredible event trailer that is
just as functional as one of the stands. The trailer is pulled by a truck that is
decorated to match the event trailer. Together, these two vehicles, along with the
awesome employees, make for an unforgettable experience that will bring a good
time and good beverages to any event.

Page 3:

Header: Dutch Bros. Coffee of McMinnville

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 Body: Dutch Bros. Coffee has been a part of the close-knit town of McMinnville

for 13 years. Throughout that time, Dutch Bros. of McMinnville has given back to

the community by donating to various charities and non-profit organizations, as

well as taking part in local events. Dutch Bros. of McMinnville now serves the

community with three locations along Highway 99W.

Page 4:

Header: Mobile Mafia Capabilities

Body: The versatility of our Mobile Mafia allows us to take part in events such as:

Fairs/Rodeos
Weddings
Company events
School events
Private events
Fundraisers

Header 2: Specific Requirements

Body: Our Mobile Mafia, although versatile, comes with some requirements to
create an amazing experience:
- For large events, a connection to a water refill, or a water-hose
- There must be a place with somewhat even-leveled ground
- A large amount of space for set-up and transportation:
o Truck: 22 ft. long / 8 ft. wide
o Trailer: 24 ft. long / 8 ft. wide
o Combined: 49 ft. long
Page 5:
Header: Pricing

Subhead: (below picture of menu) Event product pricing listed above is standard

event pricing.

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 Header 2: Three Ways to Pay

Subhead: Standard $350 fee. Advance-Pay (based on number of drinks predicted

to be given). Post-Pay (based on number of drinks given).

Page 6:

Header: Hire the Mobile Mafia for your next event, and let us help you create the

ideal experience!

Body: Contact Us
Email: macdbrosevents@gmail.com

Facebook: Dutch Bros. of McMinnville

Instagram:@macdutchbros

Mock-up: It is attached to the back of this packet.

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References

American Cancer Society (ACS). (n.d.). ACS Website. Retrieved from

http://www.cancer.org

Dutch Bros. Coffee. (n.d.). About Us. Retrieved from http://dutchbros.com/AboutUs/

IBISWorld. (2016). Number of establishments in the U.S. coffee and snack shops

industry from 2002-2016. Statista. Retrieved from

http://www.statista.com/statistics/196590/total-number-of-snack-and-coffee-

shops-in-the-us-since-2002/

News Register (n.d.) Contact us. News Register website. Retrieved from

https://newsregister.com/article?articleName=contact-us

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