Swot Analysis Of Sunshine Cafe

Sunshine Café has recently decided to take on the new initiative of expanding their chain of coffee shops to the college student market. PR Challenge Team C has prepared several strategies to help Sunshine Café convey their message, in the most effective way possible, to this particular target market. In order to increase brand awareness and foot-traffic it is essential to: outline the strategies most effective in reaching the college audience, define what the overall messages Sunshine Café should try to convey, and to provide suggestions for the most efficient tactics in implementing the strategies. The first strategy Sunshine Café needs to focus on is creating visibility and brand awareness within each of the new college markets they expand

The tactics we decided on pursuing for Sunshine Café fall under four main areas.
• We will donate portions of each Café’s proceeds to a philanthropic cause that is relevant to the community around it. Studies show that “Seventy percent of students say they are more likely to buy from a brand that supports a charitable cause”(Bell). College students are likely to support and remember the brand of a coffee shop that supports a local-specific cause, as opposed to a generic corporate attempt at philanthropy.
• Also, we will utilize various forms of social media and maintain a constant presence, and to engage college students on all fronts. We recommend pursuing outreach through Facebook, Twitter, Snapchat, etc. This falls under the repetitive and consistent brand awareness message.
• Use a chalkboard outside of the store with daily news and funny anecdotes that appeal to a particular college campus. This meets both message criteria, as it is a form of message repetition and also

By following the previously mentioned research studies, Sunshine Café can generate positive perception of its brand through social media as well as location-specific relevancy that is consistently repeated to final market. The cost of our particular suggestions should be well within the traditional marketing expenses of major franchises, as social media is primarily a word-of-mouth type of public relations campaign. Philanthropic donations as well as seasonal discounts can be adjusted as needed to fit within a budget. Thus, all of the tactics mentioned above should be feasible and effective for Sunshine