Supercharging Digital Marketing for a Legacy Brand

How does a 110 year old national coffee brand in decline establish a digital marketing presence and reach new customers? 

JRS Mar/Com’s digital marketinexperts developed the recipe for succes with content and targeting that brought the brand to life for lingtime and new fans alike.

Company Profile

INDUSTRY:  Food and Beverage
SERVICE AREA:  National, with 100+ years in business
INDUSTRY SPECIALTY:  Coffee

Key Outcomes

%

Web Traffic Growth, First Month

%

Increase in LinkedIn Referrals

The Challenge

When it was founded in 1913, this coffee company was on the cutting-edge of beverage distribution. In its first few decades, its premier coffee brand was the talk of the town, brewed and poured in fine establishments, on transcontinental trains, and even at a 1930s World’s Fair.

But times—and tastes—change. New brands entered the market and shaped it. At the same time, consumers increasingly turned to online ordering and followed their favorite brands via social media.

With this legacy brand in decline, it was time to wake up and smell the coffee. The company needed a fresh approach to digital marketing that would drive sales and attract new fans. Leadership turned to the JRS
Mar/Com team.

Problems to Solve

  • Increase website traffic
  • Create and drive contentstrategy
  • Establish social media presence
  • Grow social media followers

The Solution

The JRS Mar/Com team worked closely with the company’s new leadership to understand the current audiences and how to balance the company’s history and present. We then analyzed competitors and market leaders to build a focused content strategy that would drive effective digital marketing and bring the brand in line with today’s market.

The Process

Our team of digital marketers strategized and wrote regular relevant content to tell the brand’s stories—and shared it across social media. Our team also built out a media library for a visually driven world glued to smartphones, with branded assets, B roll, stock photos and videos. To amplify the brand’s audience, we forged new connections with industry-specific influencers, delivering impressive outcomes.

Outcomes

33%

Increased Web Traffic
in the first month

600%

Social Media Growth
Increase in LinkedIn referrals
EXPANDED DIGITAL AUDIENCE

New Influencer Opportunities

%

Increase in Referring Domains

What Our Clients Are Saying

“The JRS Mar/Com team had the expertise and support to bring our legacy brand into the future – helping us tell our story and reach new audiences while making it feel like they were an extension of our own team.”

-Owner and General Manager