Alterra Coffee
SITUATION ANALYSIS
A. History
Alterra Coffee began in 1993 when three friends, Lincoln Fowler, Ward Fowler and Paul Miller, were searching for a coffee that was as hard working as they were. Through hard work, dedication and a continual commitment to strive for the best, Alterra has delivered great quality coffee with distinctive big flavor. From their first kiosk location in the former Bayshore mall in Glendale, they have expanded across the metro Milwaukee area to serve eleven full-size unique locations. Their dedication to the quality of their coffee and the community alike has earned them the respect of critics and patrons. In 2010 Mars Drinks purchased the global rights to the Alterra brand. Thus, Alterra coffee will soon find itself available in workplaces worldwide, yet Alterra will remain an independent, locally-owned company. The owners will continue to operate their Milwaukee-area cafes as they have for the last 18 years.
B. Current Environment
The market is flooded with national and local companies vying for coffee sales. On top of sales at the cafes, Alterra is involved in selling coffee to homes through their coffee delivery subscriptions and recently convenient single serving brews to offices. Alterra has annual sales of $20 million and employs 200 people. In the current economical climate premium coffee has seen a cut in sales, inviting increased competition with Starbucks and McDonalds, as well as home brewed coffee. Alterra has had to adapt by staying reasonably priced and continuing to offer a coffee customers can feel good about drinking and paying a little bit more for. Further their move with Mars into the single serving brew for home and office has allowed them to follow the market of affordable convenience.
C. Target Audience
· Demographics- Seventy-seven percent of U.S. adults drink coffee daily. The average age of specialty coffee drinkers is 43, though are likely to be aged 18-24. Men and women drink coffee equally. Regular patrons are middle to upper class and well educated.
· Psychographic- A student or working professional that needs a coffee that can keep up with their busy day or night. Well educated and has a higher annual income, increasing his/her interest in the arts and the environment. Alterra’s involvement with community and natural sustainability appeals to them, allowing them to take pride in the coffee and willing to pay more for it. This person demands the greatest value from what they buy. It doesn’t have to be the cheapest, but it has to deliver results and quality.
D. Geography/Seasonality
Alterra is a Milwaukee owned and operated company that delivers coffee throughout Wisconsin and Illinois. With the company’s unique locations and active role in the community, it’s a business that the citizens of Milwaukee familiarize with and take pride in. Recently Mars gained global distribution rights for home and office coffee sales. In the chilly autumn, winter, and spring seasons sales of coffee and patronage are higher.
E. Competitive Analysis
· Primary (Direct) Competitors- Alterra’s direct competitors are Starbucks, McDonalds, Caribou coffee, and Stone Creek coffee. The first three are the big name competitors while the fourth is a local company with a similar business model. Alterra still has the highest recognition and loyalty locally. With Alterra and Mars cutting into the global single brew market, they will be up against Keurig, the large name in the industry.
· Secondary (Indirect) Competitors- Any sort of standard home brew or hot drink such as ciders, cocoas, and teas. Any cheaper hot drink.
F. Media Analysis
Alterra has no advertising on billboards or television. What little advertising they do can be seen in local papers. They try and subtly shift their presentation to keep their look fresh. However, they keep a focus on quality, bold flavors, and a passion for where the coffee comes from and where it is sold. Most of their advertising comes from PR through sponsoring local causes and events from the children’s hospital to the Milwaukee film festival. Their dedication to urban redevelopment, community investment and environmental sustainability shows through in everything they do. What they lack in traditional advertising, they make up for in press, customer testimonials, and raving critics. Alterra was voted one of the country's "Ten Hottest Coffee houses" by Forbes Traveler Magazine and one of ten places "to get the best coffee in America" by GQ Magazine
G. Public Relations Analysis
Alterra is involved at every corner of their business. They are one of the top ten fair trade roasters in the country, They work closely with their growers and give back to their communities, Many of their cafes are reclaimed buildings and use recycled building materials, are participants in WE Energies "Energy for Tomorrow" program, are one of the few cafés with 100-percent green power (Wind powers 20 percent of Starbucks' company-owned North American stores), is a major sponsor of Al's Run, which raised more than $1 million for Children's Hospital of Wisconsin,and is a community partner of The Pabst Theater to name only a few. Alterra cleverly becomes involved in the varied elements of their customers’ life style,actively making Alterra a part of their busy lives that they help to fuel.
H. SWOT Analysis
· Strengths- Alterra has a powerful and reputable presence in Milwaukee that appeals to their customer base. They are dedicated to quality and have a fresh and uplifting public image. People can feel good about drinking and paying more for Alterra coffee, knowing it is going directly back into the community and the community that produced the coffee. They were also chosen over other brands to partner with Mars for global distribution.
· Weaknesses- Although Alterra gives back to Milwaukee, their customer base remains educated people with a higher income,they still don’t appeal to lower income demographics. Their demographic remains business professionals over working class individuals
· Opportunities- With Alterra’s dedication to the development of Milwaukee’s Community, they have the ability to appeal to working class individuals, and get people to come to Alterra for coffee instead of McDonalds for example. Their public image can sway people to come to Alterra when they can. With every one of their locations increasing their Milwaukee presence, the extra capital from the Mars deal can allow them to develop their presence in southern Milwaukee or Bay view. The global market is also promising considering all they’ve done simply with their growers and Milwaukee.
· Threats-Though the global distribution deal is good for their business now, it may risk cheapening their image. They could lose some of their grassroots appeal and even betray their environmental responsibility with the mass production of single serving brews.
CAMPAIGN INPUT
Current Brand Position
Alterra is known for their obsession with responsible, quality coffee from their dedication to traveling the world for the perfect roast, and ethical and environmentally sound practices from field to cup. They find, roast, and brew their coffees with integrity that is difficult to come by in a relatively large company. Their activities in the community let the press and public talk for them, propagating their message and building their image as a quality, grassroots company, that truly understands and cares about its customer’s livelihood. They care about the “hard working” image and personal touch they have on their company and their community.
Communications Objectives
Accent the already stellar public image that Alterra has worked hard to achieve. Appeal to the lower income working class while still maintaining an image of integrity and quality that has made Alterra popular with higher income professionals. Capture the attention of the occasional buyers and turn them into regular customers.
Unique Selling Proposition and Selling Points
Quality coffee that works hard for the person that works hard. It’s the coffee that Milwaukee made when three friends needed a strong coffee to keep them going. It’s also an honest coffee that treats its growers fairly and gives back to Milwaukee. The reputation that the company has earned with the community is unmatched, Alterra is Milwaukee’s coffee. It is the workers coffee, blue or white collar.
Main Message/Consumer Net Takeaway
“Hard work requires a hard coffee” For everything we give to Milwaukee, we should get something in return. We keep this city running, and so does Alterra. Coffee made from honest Milwaukee labor; the “fruit” of our labor. Alterra has an ethic that can be appreciated by any class of person in any city. Good, quality coffee for all.
Tone of Message
The tone will be emotional and informational. It can potentially build off grassroots testimonials from customers and community partners and appeal to familial emotions and ties to home.
Campaign Elements
· Solicitation Letter
· 2Posters/Post bills
· Print Ad
· Outdoor/Out of Home Media
· Radio Ads
· Website
Call to Action
Encourage people who haven’t had Alterra coffee to try it and experience its unmatched bold flavor. Offer a Workers Appreciation day with discounted or free black coffee to encourage the target demographic (free coffee to anyone in uniform-nurse to officer). Also, these appeals should inspire the occasional customer to become a devoted customer.
Mandatories
ALTERRA, HARDWORKING COFFEE, TM/MC Trademarks/Marques de commerce © MarsInc. 2010
http://alterracoffee.com/Home.aspx
Support
· http://www.fastcasual.com/article/108683/Alterra-Coffee-owns-Milwaukee
· http://alterracoffee.com/Home.aspx
CREATIVE BRIEF
CLIENT: Alterra Coffee
PRODUCT: Coffee
MEDIUM: (Solicitation Letter, 2 Posters/Postbills,Print Ad, Outdoor/Out of Home Media, Radio Ads, Web)
WHO
Hard working individuals that need a quality coffee that can keep up with them. They are serious about what they do, and what they buy. They don’t want an ordinary coffee. They want to buy products they can trust, have faith in, and can be proud of.
WHAT
Alterra has a passion for a quality cup of coffee, and that passion is seen in everything they do from crop to cup. They make hard working coffee that anyone who works can appreciate. Alterra understands that people work hard and has made it their mission to search the world for a coffee that is strong enough for any job.
INSIGHT
“Seriously Hardworking Coffee”
SUPPORT
Alterra doesn’t stop at making a cup of coffee people will buy, they make it stronger and bolder. With their socially and environmentally responsible and sustainable business practices, they make their customers feel proud and confident that they are supporting the improvement of their world and city. Alterra isn’t any ordinary coffee and it’s not an ordinary company, it’s for anyone who appreciates honest, hard work and the rewards it brings. Alterra works hard to bring their customers a coffee that works hard for them, even if they have to scour the world to find it.
MANDATORIES
Alterra: Hardworking Coffee
alterracoffee.com
Quick Look Execution
This ad is geared specificallytowards older working class individuals that will recognize and appreciate theiconic image of Rosie the Riveter. This symbol embodies honest, hard workingAmericana that reflects the campaign goals and will appeal to the targetpsychographic. It drives home the brand image that Alterra is an honest andhard working company. This appeals toanyone who appreciates the benefits hard work can bring, blue or white collar,young or old.
The purpose of this out of homemedia section of my campaign is to interrupt people where they are tired and inneed of a seriously strong coffee. People will encounter the billboard andtransit ads in the midst of their daily grind, including on the way to work inthe morning (the most popular time for coffee). The ads could be strategicallyplaced in the city to catch the highest and most effective target markets. Forexample, the billboard could be placed on a commuter highway with a targetgeographic that is near an Alterra location.
The ad is designed to communicate that Alterra coffee, above all others, is a seriouslyhardworking coffee that can keep people going no matter what. In fact, it’sbold flavors and strong blend are so superior that after trying Alterra onewouldn’t want to settle for anything less. Alterra has a passion andseriousness about creating a hardworking coffee that shows both in their greatroasts and in their satisfied customers.
Home Page for Alterra would be animated with flash. The navigation gears would orient with the cursor. The map of growers would also be navigable. The website reflects the look and "feel" of the Alterra cafes while drawing the imagery of coffee in communication with symbols of work.
One Inside Page
CLIENT: Alterra
MEDIUM: 60 Radio
TITLE: Serious Sam
DATE: 1/9/12
Music Western Theme
Sound FX Wooden doors swing open, stirrups hit the ground, footsteps
Man (Shakily) We don’t want any trouble Sam.
Serious Sam That’s Serious Sam to you, boy.
Sound FX Spits, hits a spittoon
Serious Sam I need a hard coffee. On the quick.
Sound FX Coffee pours, steam hisses
Man (Hesitant) Here you are sir.
Sound Fx Drinks, cup hits the bar, “Ahhhh”
Serious Sam I say, this here isn’t any ordinary swill. Whaddya call this stuff?
Man It’s Alterra’s toughest roast. A seriously hardworking coffee,strong enough--
Sam (exuberantly) Strong enough to float a Horse shoe. This is real Cowboy Coffee. Another round, for everyone.“Yeeeeehaa”.
Sound FX Room erupts with dancing, merriment, Celebratory gun fire.
Music Old time Piano plays
The values and heritage of the oldwest reflect the hard work and dedication Alterra puts into their coffee.Further, the western appeals across culture and social status to the roots ofAmerican work ethic. The people on the frontier had a heavy burden and a largeworkload. A coffee that can work forthem, can work for anyone. The radio spot shows that Alterra stands up to eventhe toughest critics searching for the strongest coffee. The character ofSerious Sam represents the weathered frontier veteran that’s “seen it all”. Byequating Alterra to Cowboy Coffee, it shows that their coffee stands up to thedemands of American heritage. It hasn’t become watered or cheapened over time.Alterra is the real McCoy of coffee in a world of dark swill, some could saythe only true coffee left.
The structure of the ad begins withwestern iconography that is used to illicit familial and nostalgic ideas andemotions. Sound effects carry throughout to build a visceral coffee experiencethat is grounded in a specific time and place. By taking the character ofSerious Sam from cold before the coffee to jubilant after, it shows thatAlterra has earned respect from tough critics and is something worthcelebrating even after only one cup.
The structure of the ad begins withwestern iconography that is used to illicit familial and nostalgic ideas andemotions. Sound effects carry throughout to build a visceral coffee experiencethat is grounded in a specific time and place. By taking the character ofSerious Sam from cold before the coffee to jubilant after, it shows thatAlterra has earned respect from tough critics and is something worthcelebrating even after only one cup.
2999 N. Humboldt Blvd.
Milwaukee, WI 53212
(877) 273-3747
John Butler
2732 Bartlett Ave
Milwaukee, WI 53211
Long day? How about some free coffee?
Dear John,
You work hard all day, so you need a cup of coffee that works overtime. You may be worn out today, but Tomorrow’s coffee is on us. Say goodbye to those watered down and bland brews and start your next day with a full bodied, hard working coffee from Alterra.
Alterra works closely with growers from around the world to find the perfect blend. Then, we bring them directly to Milwaukee where they are roasted to perfection and brewed strong. We know how much work you put into making Milwaukee a great place to live, we want to give you the energy you need to do great things all day, every day.
Bring this letter to any of our eleven Alterra locations in the Milwaukee area and receive a free cup of coffee anytime. Not that you’ll want to wait. After one sip of our coffee, you won’t stand for drinking bland or bitter cups of watery coffee ever again. Sit back and relax in our café or bring it with you to work and tempt your co-workers with its sweet aroma. As for the stale pot of office coffee, throw it in the trash. Fast food brew, tell it to take a hike. With our coffee under your work belt, you will work harder and have the energy to do more.
At Alterra, we bring the hardest working coffee in the world to Milwaukee; where some of the hardest workers in the world live. The next time, you put in overtime, remember to pick up some Alterra coffee. You work hard, why shouldn’t your coffee?
Sincerely,
Garrett Katerzynske
Marketing Director
P.S. Don’t forget to pick up a punch card when you stop in. The more Alterra coffee you drink, the more free cups we give back to you.
FOR IMMEDIATE RELEASE
Media Inquiries:
Garrett Katerzynske
Alterra Coffee
(920) 407-0760
Katerzy2@gmail.com
Alterra Green-lit for Wauwatosa Café
Neighborhood thrilled to have largest Café branch
WUAWATOSA, Wis., October 26 th,2011 — On the corner of 68 th and Wells in Wauwatosa sits a long vacant clinic.Past attempts at developing the property into a town house complex have fallen through and, for a time, many thought the building would remain an eyesore. “I am sick and tired of this blighted old clinic,” said Steve Wallner, a neighborhood association board member who lives a block away, “I want something that will add to this community.” Alterra’s plan for developing the property into a 3,200 square foot café intends to do just that.
“We’ve taken elements from different Alterra locations,” said developer Sean Phelan, “but we’ve developed this into its own being, its own soul”. The company intends to tear down the old building and start new. The 3,200 square foot café would be their largest of eleven locations and second installment in the Wauwatosa area. According to Co-Owner Ward Fowler, they’ve integrated the most successful elements from the other cafes into the design. The result will be a 60-70 seat indoor/outdoor environment with retractable glass panels for warm weather seating and a fireplace for a cozy indoor atmosphere.
“Our places feel best when they’re at a crossroads for a neighborhood,” Fowler said. The lot’s location between neighborhood businesses and residential properties appealed to Alterra. They want to make it easy for people to walk or bike to their café from work or home. The building’s scale and materials were chosen to blend with the current neighborhood. The half of the property near homes will be made of wood, and the business end will be brick. The building will operate as a transition between the two facets of the neighborhood, Fowler said.
Alterra hopes to enrich the community as it has been doing all over the Milwaukee area by improving the neighborhood appeal and offering local jobs. The Wauwatosa Economic Development Corp. approved $99,000 in community development block grants on the grounds that the cafe would develop an unused space into a place of enjoyment and employment. "I've got butterflies in my stomach," said Dawn Marie Metz, owner of a nearby salon, "This would be a gathering place for southeast Tosa".
About Alterra
Though the three friends that started Alterra have a passion for finding the perfect blend and roast to deliver a seriously strong coffee, they don’t stop there. They work with their growers to improve where the coffee is coming from and are actively involved in the Milwaukee area to improve where it is going. Since 1993 they have grown to eleven locations in the Milwaukee area and counting, some of them reclaimed old and unused buildings. Alterra’s cafes offer a unique experience that blends with the individual neighborhoods. Their coffees reflect their commitment to quality and honest hard work. For more information visit, AlterraCoffee.com.
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Media Inquiries:
Garrett Katerzynske
Alterra Coffee
(920) 407-0760
Katerzy2@gmail.com
Alterra Green-lit for Wauwatosa Café
Neighborhood thrilled to have largest Café branch
WUAWATOSA, Wis., October 26 th,2011 — On the corner of 68 th and Wells in Wauwatosa sits a long vacant clinic.Past attempts at developing the property into a town house complex have fallen through and, for a time, many thought the building would remain an eyesore. “I am sick and tired of this blighted old clinic,” said Steve Wallner, a neighborhood association board member who lives a block away, “I want something that will add to this community.” Alterra’s plan for developing the property into a 3,200 square foot café intends to do just that.
“We’ve taken elements from different Alterra locations,” said developer Sean Phelan, “but we’ve developed this into its own being, its own soul”. The company intends to tear down the old building and start new. The 3,200 square foot café would be their largest of eleven locations and second installment in the Wauwatosa area. According to Co-Owner Ward Fowler, they’ve integrated the most successful elements from the other cafes into the design. The result will be a 60-70 seat indoor/outdoor environment with retractable glass panels for warm weather seating and a fireplace for a cozy indoor atmosphere.
“Our places feel best when they’re at a crossroads for a neighborhood,” Fowler said. The lot’s location between neighborhood businesses and residential properties appealed to Alterra. They want to make it easy for people to walk or bike to their café from work or home. The building’s scale and materials were chosen to blend with the current neighborhood. The half of the property near homes will be made of wood, and the business end will be brick. The building will operate as a transition between the two facets of the neighborhood, Fowler said.
Alterra hopes to enrich the community as it has been doing all over the Milwaukee area by improving the neighborhood appeal and offering local jobs. The Wauwatosa Economic Development Corp. approved $99,000 in community development block grants on the grounds that the cafe would develop an unused space into a place of enjoyment and employment. "I've got butterflies in my stomach," said Dawn Marie Metz, owner of a nearby salon, "This would be a gathering place for southeast Tosa".
About Alterra
Though the three friends that started Alterra have a passion for finding the perfect blend and roast to deliver a seriously strong coffee, they don’t stop there. They work with their growers to improve where the coffee is coming from and are actively involved in the Milwaukee area to improve where it is going. Since 1993 they have grown to eleven locations in the Milwaukee area and counting, some of them reclaimed old and unused buildings. Alterra’s cafes offer a unique experience that blends with the individual neighborhoods. Their coffees reflect their commitment to quality and honest hard work. For more information visit, AlterraCoffee.com.
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