Kaffeology Case Study
For my Public Relations class, I dedicated a semester to researching and investigating Kaffeology, a cafe located in Newport, R.I. I created a mock portfolio as their hypothetical public relations specialist.
Client Outline
My client Kaffeology is located at 359 Thames St. in Newport, Rhode Island. Kaffeology is a small cafe that offers creative coffees, refreshers, original milkshakes, baked goods, and breakfast and lunch options. They also sell retail products such as candles, hats, books such as journals and cooking books. Kaffeology operates in the cafe market. Lost and questioning herself, the owner, Andreea Marin found her passion in making people smile with coffee. Natalia first opened the doors to Kaffeology’s first location in 2018 with the hopes of bringing people back home with her food and drinks. Marin’s main focus is to leave your stress behind and enjoy the savory sandwiches or sip a mouthful of creamy cold foam. Marin is titled as the CEO, founder, and creative director at Kaffeology.
As a cafe in Newport, Kaffeology has plenty of competition on Thames Street, where they are located. Nitro Bar in Newport, RI is Kaffeology’s competition. Nitro Bar offers a similar menu to Kaffeology such as craft drinks, pastries, breakfast, and lunch options. Another competition in Newport is Empire Tea & Coffee. They provide sandwiches, teas, and coffees. To promote itself, Kaffeology has an account on Instagram and Facebook. On Instagram, they consistently post new menu items, regular menu items, and inside looks into the cafe itself.
Target Audiences
With my writing, I will be targeting locals and tourists in Newport, RI because they are most of the customers. Kaffeology reaches out to Newport tourists with its location on the most popular street there. Most of Newport’s revenue comes from tourists who come to visit the stores, sights, and beaches. Other than tourists, Newport locals make up a big part. Being near Salve Regina University, many students name Kaffeology as their favorite spot. Kaffeology's age demographic are those 18 years and older since the town is mostly filled with college students.
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Key Messages
Kaffeology’s message is to bring the spark back into customers’ lives and inspire through their utmost best service and artisan food. The cafe’s goal is to bring the community together with their service and give customers a great experience. Kaffeology needs to highlight the atmosphere they offer to customers which can bring people in. They need to highlight that they are female-owned which can make customers interested in going.