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30-60-90

30-day Plan - Rapid Brand Awareness & Initial Engagement

Encapsulates our key objectives—creating buzz, driving initial foot traffic. Begin a loyalty program and establish stakeholder rapport—all geared towards making a powerful first impression.

Goal: Generate maximum buzz and initial foot traffic and ensure operational readiness

KPIs: Guest traffic, ticket averages, loyalty sign-ups, stakeholder satisfaction (measured via smiles and qualitative feedback)

Stakeholder Interviews: Conduct stakeholder interviews with building owners, key tenant representatives, and GEC team members to identify customer pain points and preferences

Establish feedback loop here

Soft Opening Insights: Use insights from the interviews and soft opening for localized launch.

PR Outreach:

Issue a press release announcing the opening date

Leverage local food bloggers and influencers to visit during soft launch ( = after market install, before grand opening)

Community Market Partnerships:

Finalize partnerships for your community market with local CPGs

Showcase coffee

Loyalty Program: Pre-launch a loyalty program targeting local businesses and residents

Budget Consideration: Set aside a fund for last-minute adjustments based on KPI tracking

PR Strategy - Fast Track

Emergency Briefing with PR Agency: Conduct a 2-hour session to establish key messages and talking points.

Media List: Create a condensed list of top-tier media outlets and key influencers that you can immediately contact.

Press Release: Draft and distribute a launch press release within 48 hours to all selected media channels, with included key differentiators like the "Community Market,” vendor sourcing, partnerships, etc.

Social Media Teasers: Daily countdown posts with glimpses of what's to come—menus, interiors, or profiles of local vendors.

Internal Alignment - Fast Track

Tenant Advisory Board: Skip the initial meeting. Send an informative and engaging email or physical package to key tenants detailing your launch plan and inviting them to a pre-launch tour.

Management Briefing: Condense the full launch strategy into a one-page executive summary and schedule a briefing with internal stakeholders ASAP.

Technology

Focus on must-haves. Is it a payment gateway, a booking system, or a simple CRM? Let’s establish and get it set up now.

Vendor Partnerships

Gain partnership details for each relationship, leveraging each for multiple media outlets

Measurement

Need 1-3 key KPIs to measure the initial success of the launch - TBD

60-Day Plan: Optimize and Engage

Goal: Improve operational efficiency, foster community relations.

KPIs: Loyalty sign-ups, ticket averages, return visits

Evaluate and Tweak: Analyze 30-day KPIs and refine marketing and operations strategy

Stakeholder Feedback Loop: One-on-one follow-up interviews with stakeholders to gauge initial reactions and solicit feedback

Community Events: Host weekly "Wellness Wednesdays" and “Make Someone Happy Hours” to engage tenants and integrate DEI&B

PR Update: Reach out to press with an update on opening successes and upcoming events

Influencer Partnerships: Invite influencers for a “Behind-the-Scenes” cafe experience

Loyalty Program Phase II: Introduce a ‘Refer a Friend’ feature

90-Day Plan: Scale and Sustain

Goal: Establish the cafe as a community staple.

KPIs: All previous KPIs, with added focus on sustainability metrics and overall brand sentiment.

Business Review: Full-scale business review with all stakeholders, evaluating 60-day KPIs

Experiential Marketing: Launch monthly culinary workshops and tasting events, aligning with DEI celebrations and other cultural milestones

PR Milestone: Celebrate the 90-day milestone with a PR update featuring testimonials and success stories

Influencer Retrospective: Collaborate with the same influencers to post a 'three months later' follow-up

Loyalty Rewards: Special loyalty perks for 90-day frequent visitors.

Quarterly Roaster Program: Establish cadence and programming for QRPs - potentially aligning with DEI initiatives

Budget Finalization: Final budget review for Q1, with allocation for Q2 initiatives

Quarterly Planning: Based on all learnings, initiate quarterly planning for replicable programming formats moving forward

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