Opus Coffee Content Marketing

This project was completed as part of my coursework for "ENC3252: Writing for Strategic Communication". In the assignment, our task was to analyze a local company’s marketing strategy and see how we could incorporate Content Marketing for the brand.

To resonate with an internet-savvy younger demographic, I selected Opus Coffee, a popular coffee chain in Gainesville, as the focus of this campaign. Leveraging the widespread appeal of platforms like Instagram and TikTok among college students, the campaign aims to boost brand awareness, coffee product purchases, and overall brand sentiment.

The campaign creates tailored content for Opus Coffee's audience, featuring a signature story video highlighting the brand's impact on the Gainesville community and knowledge content with baristas providing latte art tutorials. The video showcases genuine connections and positive interactions, aiming to foster brand loyalty, potentially sparking viral expression with the phrase "This is why I Opus". The tutorials offer valuable content, educating viewers and deepening their connection with the brand. Strategically aligned with the return of college students in September, the campaign aims to drive brand loyalty and foot traffic.

The mockups serve as visual representations of the envisioned videos, combining quick sketches and stock images to capture the intended look and ambiance. They provide a glimpse into the desired aesthetic and atmosphere for each video. Furthermore, accompanying screenplays outline the dialogue and actions for the individuals featured in the videos, ensuring a cohesive and engaging narrative.