Coffee101 Proposal

Coffee101 — 6-Month Marketing Proposal
Marketing Proposal
Coffee101
Social Media Management
Content Production
6-Month Strategy

Local discovery → cravings → habit → destination

A 6-month content plan designed to increase footfall by making Coffee101 easy to locate, irresistible to try, and memorable enough to become a regular hangout spot.

Monthly output
16 content pieces
8 Photos + 8 Reels
Photos
8 / month
Reels
8 / month
Plan duration
6 months
Primary KPI
Footfall
Prepared for: Coffee101
Prepared by: Nova Studios HQ

Overview

Objective + monthly deliverables

Objective

  • Make the location recognizable
  • Showcase the space, vibe, and accessibility
  • Build product desire
  • Turn the café into a hangout destination

Content pillars (6-month arc)

📍 Location Visibility 🍦 Product Indulgence ☕ Café Comfort 👥 Social Hangout 🌆 Community Culture 👑 Signature & Hype

Content deliverables (per month)

  • 8 Photos
  • 8 Videos (Reels)
  • Total: 16 pieces / month
Portfolio references — Carousel placeholder

Tip: Add your best 6–10 references here (mix of reels + posts) to set the visual direction quickly.

6-Month Strategy Flow

How the audience feels month-by-month
Month
Stage
What audience feels
1
Discovery
“Oh this café is HERE!”
2
Desire
“I need this coffee today.”
3
Social Pull
“Let’s go hang out there.”
4
Habit
“I come here often.”
5
Belonging
“This is OUR café.”
6
Destination
“You HAVE to try this place.”

Strategic story arc

  • Month 1: “Where is this place?”
  • Month 2: “I need to try this.”
  • Month 3: “Let’s go hang out.”
  • Month 4: “I come here often.”
  • Month 5: “This is our café.”
  • Month 6: “You HAVE to try this place.”

Month-by-Month Content Plan

Photos + reels + outcomes
Month 1 — Location Awareness & Coffee Shop Identity 📍

Goal: Make people clearly understand where the café is and what it looks like outside and inside.

Focus areas

  • Exterior visibility
  • Surrounding landmarks
  • Storefront recognition
  • Entry experience

Photo ideas

  • Storefront shots (day & evening)
  • Signage & branding outside
  • Entrance doorway framing
  • Seating visible from entrance
  • Street-view accessibility
  • Parking / nearby landmark references
  • Window displays

Reel ideas

  • Walk-to-café POV reel
  • “How to reach us” (landmark-based)
  • Entry transition
  • Outside → inside transformation
  • Evening ambience from outside
  • Quick tour of the space
  • “Your new coffee stop on this road”
  • Location tag-driven reel

Outcome: Higher discovery + first visits.

Month 2 — Product Experience & Craving Content ☕

Goal: Now that they know where it is, make them want to come immediately.

Format shift: From Month 2 onward, content evolves into a narrative-driven format with structured storylines and micro-drama continuity.

Focus areas

  • Indulgence
  • Comfort coffee mood (hangout chill)
  • Pairings (coffee + work / food / dessert)

Photo ideas

  • Coffee shots
  • Coffee pours & latte art
  • Dessert + coffee table setups
  • Close-up textures
  • Cozy seating with coffee/food (games)

Reel ideas

  • Coffee art slow-mo
  • Coffee brewing aesthetic
  • First bite reactions
  • “Perfect evening here” vibe reel
  • Steam / drizzle / melting shots
  • Dessert-coffee combo reels

Outcome: Cravings → impulse + repeat visits.

Month 3 — People, Lifestyle & Social Hub Energy 👥

Goal: Position Coffee101 as a hangout and memory-making space.

Focus areas

  • Groups of friends
  • Celebrations
  • Youth energy
  • Coffee pick-up

Photo ideas

  • Friends sharing coffee & dessert
  • Candid laughter shots
  • Group seating moments

Reel ideas

  • Crowd vibe reel
  • “Pick up and go” moments
  • “Spend your evening here” reel
  • Trend reels with people
  • UGC-style relatable café moments

Outcome: Becomes a place to spend time, not just pick up coffee.

Month 4 — Routine & Habit Building 🗓️

Goal: Shift from “occasion place” → “regular spot.”

Focus areas

  • Morning coffee runs
  • Work-from-café culture
  • Takeaway culture
  • Comfort repeat orders

Photo ideas

  • Coffee + newspaper / laptop
  • Solo customer at window seat
  • Takeaway cups ready
  • Barista handing over daily order

Reel ideas

  • “Your daily 5pm coffee break spot”
  • Morning rush time-lapse
  • “Office break? Come here”
  • Regular customer routine reel

Outcome: More frequent visits, not just weekend crowds.

Month 5 — Community & Culture Building 🌆

Goal: Make Coffee101 feel like the local favourite (“belongs to our area”).

Focus areas

  • Local crowd + familiar faces
  • UGC-style content
  • Mini events / social interactions

Photo ideas

  • Regular customer portraits
  • Friends playing board games
  • Café corners people love

Reel ideas

  • “Meet our regulars” mini series
  • Staff personality reels
  • Open mic / game night vibe (casual)
  • “Tag your coffee partner” reel

Outcome: Emotional loyalty → people bring others.

Month 6 — Authority, Hype & Destination Status 👑

Goal: Position Coffee101 as the go-to coffee + hangout destination.

Focus areas

  • Best-sellers
  • Signature drinks
  • Hero products
  • Brand personality

Photo ideas

  • Top 3 best-selling drinks
  • Signature dessert hero shot
  • Menu highlights

Reel ideas

  • “If you come here, try THIS”
  • “Why people love this café” montage
  • Customer testimonials
  • Fast-cut hype reel (crowd + coffee + vibe)

Outcome: Recognised. Recommended. Remembered.

Optional Growth Layer

Retention + upselling + data-driven remarketing

Customer data & retargeting readiness

  • Customer data collection: QR on table / bill / packaging to collect opt-in data for remarketing audiences.
  • Meta Ads retargeting: Build warm audiences (engagers + visitors + customer list, where applicable) to improve conversions and repeat visits.
  • WhatsApp (optional): Setup WhatsApp Business + broadcast lists for offers, reminders, and quick customer support.

WhatsApp is optional and can be implemented if the client prefers this channel.

Retention + repeat customer touchpoints

  • Experience touchpoints: feedback prompts, “next visit” nudge, mini loyalty nudges.
  • Upsell deals: pairing bundles (coffee + dessert), add-ons, time-based offers.
  • On-ground moments: UGC corners, weekend mini-events, tasting counters, “deal of the day” board.

Commercials

Pricing placeholders + optional add-ons
Included in the retainer
₹85,000 /-
  • Content strategy + planning + calendar
  • Content production: shoots + editing + design
  • Publishing support (if required)
  • Monthly review + reporting
  • Meta Ads management (as part of the engagement; ad spend billed separately)

Note: Any ad spend / influencer / props / third-party costs are separate and billed after client approval.

Optional add-ons (as required)
WhatsApp Business setup (optional)
₹25,000
On-ground experiences / events
(Based on the Event)

Notes

  • Ad spend: paid media budget is separate and borne by the client.
  • Third-party costs: influencers, props, printing, event costs are extra (with prior approval).

Payment schedule

  • Advance: 50% at month start (before production/posting begins)
  • Balance: 50% as per agreed milestone / monthly cycle
  • Invoice cycle: Monthly

Terms & Conditions

Payment, approvals, and responsibilities

Payment terms

  • Monthly billing: Full monthly fee is payable in advance at the start of each month (before scheduling shoots / posting).
  • Due date: Payment due within 3 days of invoice date (or before the first scheduled deliverable, whichever is earlier).
  • Late payments: Work may be paused if payment is delayed beyond the due date. Timelines will shift accordingly.
  • Third-party costs: Ad spends, influencer fees, location charges, props, and any external vendor costs (if required) are billed separately after client approval.

Client feedback & approvals

  • Feedback window: Client will share consolidated feedback within 24–48 hours of receiving content for review.
  • Approval responsibility: Delays in approvals/feedback can cause delays in publishing schedules. The agency is not responsible for missed posting timelines due to delayed feedback.
  • Revision rounds: Up to 2 rounds of revisions are included per asset (post/reel). Major rework or changes after approval may be billed additionally.
  • Single point of contact: Client should assign one primary person for approvals to avoid conflicting feedback.

Content production responsibilities

  • Shoot availability: Client ensures space access, staff coordination, and product readiness during shoot day.
  • Menu / pricing updates: Any offers, pricing, or menu changes must be shared in advance; the client is responsible for accuracy of final approvals.
  • Permissions: If any people/staff appear on camera, client confirms permission to shoot and publish.

Posting, reporting & ownership

  • Posting schedule: Publishing is aligned to the approved calendar. Emergency changes may shift the schedule.
  • Reporting: Monthly performance review and next-month planning are done at month-end (or as agreed).
  • Asset delivery: Final creatives are shared in standard social formats; raw files are not included unless explicitly agreed.
  • Usage rights: Client receives usage rights for published creatives. Agency may showcase work for portfolio unless client requests confidentiality in writing.
© — Coffee101 Marketing Proposal