Z-Best Coffee

A Public Relations Plan

James Coston . Ashanya Indralingam . Brian Jarvis .
Cassandra Novy . Joe Sparks
 Table of Contents

Executive Summary ... 1

‘ Taste the love, Company Background ... 2
S.W.O.T Analysis ... 3
Love the taste- Research ... 5
Publics ... 10
Key Messages ... 11
Z-Best Coffee’ Goals, Objectives, Strategies & Tactics ... 12
Evaluation ... 15
+Zakir Twaddle Conclusions & Recommendations ... 16
Budget ... 18
Sample Tactic 1 ... 20
Sample Tactic 2 ... 22
Sample Tactic 3 ... 24
Sample Tactic 4 ... 27
Sample Tactic 5 ... 29
Timeline ... 31
 Executive Summary
Columbia’s coffee market has grown by leaps and bounds in the last two decades, as evidenced
by the amount of coffee that consumers purchase both by the cup and by the bean. The number
of coffee houses has multiplied, from locally owned shops like Lakota and the Dunn Brothers
to chains like Starbucks and Kaldi’s. The amount of coffee that customers buy off the shelves,
from supermarkets to specialty shops, also has increased — especially in light of the recession.
Note that Columbia coffee drinkers are not limited to college campuses by any stretch. Across
the board, more and more residents seem to be incorporating a caffeinated java fix into their
daily lives.
For Z-Best Coffee, the good news is that tremendous opportunity abounds for a quality cof-
fee roaster to grab a foothold in the marketplace. As our primary research proves, Columbia
residents who try Z-Best almost always have positive things to say about it. Despite the ripe
market, however, Z-Best faces several challenges. Not enough people are familiar with Z-Best
or even know that it exists. In addition, Z-Best is limited by its budget compared to most coffee
sellers in the area.
The overall goals of our public relations plan, therefore, are to promote brand awareness in
the local community and to build an online presence. If more people are exposed to Z-Best,
they’ll be more inclined to purchase it in the future. That said, our objectives are to increase
brand recognition of Z-Best by 20 percent and to increase the amount of online traffic by 25
percent within a six-month time period.
Based on our research, we recommend the following strategies:
• Promote Z-Best “by the pound” by expanding the number of retailers in which Aside from a few articles around 2007, not much has been written about Z-Best in the local
the coffee is sold
• Promote Z-Best “by the cup” by co-sponsoring coffee tastings at local venues
• Generate favorable media coverage
• Create easier navigation for the website
• Build presence on social media marketing sites
Z-Best Coffee...1
Company Background
Z-Best owner Zakir Twaddle has been roasting his own coffee since the 1980s. He officially
launched his own business in 1995 with a $5000 loan, a popcorn popper and a few bags of cof-
fee beans. In Zakir’s words, his favorite part of his job is roasting the coffee by hand and hear-
ing people tell him that they truly enjoy his product.
Zakir runs Z-Best out of a remodeled shed outside his home in Sturgeon, Mo., about ten
minutes north of Columbia. He now owns a custom $20,000 roaster capable of roasting 100
pounds of coffee per hour if necessary. Currently, however, Zakir only roasts about 100 pounds
a week.
Z-Best is a bare-bones operation with minimal operating expenses. After roasting the beans,
Zakir delivers freshly made coffee on a weekly basis to area businesses that include Hy-Vee,
Clover’s Natural Foods, Abigail’s, Sycamore, Flat Branch Pub & Brewing and Uprise Bakery.
Zakir’s wife, Patricia, maintains their website: www.zbestcoffee.com.
Z-Best primarily serves the Columbia market but also takes orders online. At present, how-
ever, online sales generate only 2 percent of Z-Best’s revenue. Hy-Vee and Clover’s Natural
Market account for 90 percent of sales.
Business saw a downturn following the recession. Though sales did increase by 15 percent in
the last year, it’s still nowhere near the 300 pounds of coffee per week that Zakir was selling
four years ago. He now sells 150 to 200 pounds, but needs to sell 500 pounds in order to turn a
profit. He does $5,000 to $6,000 in sales each month, but needs to double or triple that figure to
be profitable.
media. Zakir spends little on advertising and most of his business seems to come by word-of-
mouth or from personal relationships with business owners.
Z-Best Coffee... 2
 S.W.O.T Analysis
Strengths
• Great taste: Z-Best Coffee receives high marks when it comes to taste. The flavor, aftertaste and “buzz” are
all strong points. From our survey and sample testing, the overwhelming majority of participants responded
positively.
• Organic product: As more customers seek out organic products, it’s a real plus that Z-Best offers organic
coffee blends. A growing number of coffee buyers, in fact, will not consider products that are not organic, as
our survey proved.
• Good reputation: Zakir’s personality shines when it comes to conducting business with local stores and
restaurants. Business partners often compliment his work ethic and personality as well as the quality of his
product. Quite simply, everyone who knows Zakir seems to like him. Hy-Vee credits Zakir with expanding the
health food departments of its stores.
• Locally roasted: Z-Best coffee is custom-roasted after each order and then shipped immediately to cus-
tomers to ensure they get the freshest coffee possible. Locally roasted products also appeal to customers who
prefer to support small businesses rather than corporate franchises.
Weaknesses
• Z-Best is not Fair Trade Certified: Fair Trade is an issue for many coffee buyers, as more participants
than expected brought up the issue during our survey. In theory, Fair Trade is based on a partnership between
producers and wholesalers that ensures sustainability and fair trading conditions, including health and safety
standards as well as an agreement not to use forced or child labor. According to Zakir, however, there is debate
as to whether Fair Trade Certified products indeed live up to their expectations, to the point that Zakir has
removed Fair Trade from consideration of his business plan.
• Lack of awareness: Again only a small percentage of coffee buyers are aware of Z-Best. Many who drink
it either know Zakir personally or shop regularly at specialty shops where it’s sold.
• Lack of advertising: Z-Best Coffee does not advertise at present, though in the past Zakir posted ads at
Hollywood Theatres and in the Add Sheet. The product is largely sold by word-of-mouth and a few under-
writing spots on KBIA, Columbia’s National Public Radio affiliate. Zakir also contributes to their membership
drives.
• Poor product placement: At local stores where Z-Best is sold, the product is consistently placed on the
bottom shelf, making it hard to spot for customers who don’t already know it’s there.
Z-Best Coffee... 3
• No storefront shop: As Zakir roasts his coffee in Sturgeon and then sells it in person around mid-Mis-
souri, there’s no Z-Best outlet in Columbia advertising the brand in storefront letterhead. The lack of a sit-
down establishment makes it difficult to compete with the coffee shop crowd. As for customers who
drink Z-Best at places like Flat Branch, they might not realize they’re drinking Z-Best or make the
association that it’s locally roasted and readily available for purchase.
Opportunities
• Online traffic: Only 2 percent of Z-Best’s sales are derived from online purchases. If more Web
traffic is directed to zbestcoffee.com, there’s a good chance the number of online purchases will in-
crease. More Web traffic to the site promotes brand awareness.
• Stores willing to carry product: After resolving a personal issue, Uprise Bakery has recently
begun to sell Z-Best again. Perhaps other coffee retailers in Columbia could be persuaded to carry it
as well.
• Social media: Though a fan recently launched a Facebook page, Z-Best does little to take advan-
tage of venues such as Twitter or blogs and forums, especially those geared toward coffee drinkers.
In today’s digital world, aggressive use of social media is a component to any business plan.
Threats
• Economy: Profits for Z-Best tend to fluctuate with the economy. With less money in their pock-
etbooks, coffee buyers might be more inclined to purchase generic coffee brands.
• Competition: Z-Best Coffee’s biggest competitors are Lakota and Dunn Brothers, both local cof-
fee shops situated in Columbia. Zakir has also struggled against high-end national imports. With no
storefront business, Lakota and Dunn Brothers have the upper hand.
• Chain restaurants: At one time, Z-Best was sold by the cup in dozens of local restaurants. But
many of them closed up shop in the last decade, especially as corporate chains moved in, bringing
with them their own distributors and having no need for local producers.
• Local media: As Fair Trade became a hot topic, Z-Best was taken to task by the Columbia Mis-
sourian for not buying Fair Trade Certified coffee beans, resulting in a frayed relationship. The Co-
lumbia Business Times, meanwhile, wrote an in-depth feature on Zakir’s business that was pleasant
enough; and the Columbia Tribune mentioned Z-Best in a related article about a family that ate only
from local producers for a week as part of the Localvore Challenge. The fact that all of them have
previously written stories on Z-Best decreases the chances of them doing so now, though the odds
are not insurmountable.
Z-Best Coffee... 4
 Research
Secondary Research
Our secondary research provided strong evidence that home coffee consumption has
increased significantly in the last decade, and that a growing number of coffee drinkers are
switching to gourmet and specialty brands. We also found that consumers who buy their
coffee by the bean are more likely to weigh whether their purchase is organic and/or Fair
Trade Certified, prompted by an increase in consumers’ knowledge of farming techniques
and employment practices. Widespread environmental and Fair Trade movements mean
that consumers care about the origins of their coffee and the practices of its producers.
Transparency in methods translates to customer loyalty.
1. Consumer behavior
• The National Coffee Association polled 26,000 consumers of 441 brands in 63 catego-
ries to discover value is the primary driver in the coffee category along with service, sur-
roundings, quality, taste and selection.
• The popularity of single-serve coffee systems has made it easier to have gourmet coffee
at home every morning.
• Daily consumption of coffee beverages remained consistent in 2009 with 54 percent of
the overall adult population partaking, according to the National Coffee Association’s an-
nual survey.
• Coffee preparation at home is up 5 percentage points with 83 percent of past-day coffee
drinkers reporting that they made coffee at home the day before, according to the NCA.
“From our perspective as a wholesale roaster, there’s a clear trend we’re
seeing of specialty coffee sales shifting from ‘by the cup’ to ‘by the
pound.’ This is being driven by consumers’ desire to still enjoy fine cof-
fee, but save money where possible. We see consumers rediscovering the
joys of brewing great coffee at home – and have consequently become
very open-minded about discovering new retail resources.”
— Joe Prewett, Vice President of Marketing,
Coffee Bean International
Z-Best Coffee... 5
2. Fair Trade-certified and organic coffee
• In 2009, growth in the value of coffee surpassed volume growth, according to the Specialty
Coffee Retailer. This is largely because demand for premium coffees such as Fair Trade, single
origin, organic and Rainforest Alliance has transformed the overall market.
• Fair Trade coffee sales grew by 32 percent last year. Both Rainforest Certified and organic cof-
fees saw double-digit increases. The net sales for imports of all three will soon pass $100 million.
• There are also significant increases in levels of customer loyalty to value-based purchasing.
Looking ahead, much of the industry’s growth will remain in the specialty coffee segment.
• Many nations, including the United States, are beginning to enact legislature that regulates
organic products. Currently at $3 billion, the organic market in the U.S. is expected to double in
the next two to three years.
“Corporate social responsibility statements, selecting Fair Trade, Rainforest
Alliance and sustainably grown coffees and decisions, like providing healthy
alternatives to high-calorie, artificially flavored and colored offerings, are vis-
ible and, when sincere, highly marketable ways to
differentiate the store.”
— Dan Bolton
Specialty Coffee Retailer
3. Controversy surrounding Fair Trade
• Though the name might lead one to believe otherwise, Fair Trade, or equal exchange coffee
that bypasses the trader, does not always mean a fair price for coffee farmers, or that extra money
trickles down, according to coffeeresearch.org.
• Coffee supply is excessive compared to demand, and Fair Trade can keep prices at inefficient
economic levels, according to the Cato Institute.
“Others argue that Fair Trade coffee is as exploitive as the conventional kind,
especially in countries that produce the highest-quality beans — like Colom-
bia, Ethiopia and Guatemala. Fair trade farmers there are barely paid more
than their counterparts in Brazil, though their crops become gourmet brands,
selling for a hefty markup.”
— Geoff Watts
Vice president,
Chicago’s Intelligentsia Coffee and Tea
Z-Best Coffee... 6
 4. The coffee industry in Columbia
• When Lakota opened in 1992, it was only one of two places that sold coffee in downtown Co-
lumbia. Fifteen years later, there were five other shops all within five blocks: Panera Bread, Star-
bucks, Kaldis, The Underground Café and the Coffee Zone. Also downtown are Kayotea Tea Room,
Sven’s Kafe and Café Berlin.
• In 2008, however, the Coffee Ground shut down. According to media reports, Lakota and
Kaldi’s are stuggling as well.
• One element of Lakota that drives customer loyalty, however, is the in-house roasting, which
exposes the business district to the rich scent.
“We’re selling quite a bit of our bulk coffee,” said Lakota owner Skip DuCha-
rme. “It seems like people are making more of it at home.”
• Root Cellar opened in 2002 as a small grocery and specializes in locally grown products.
“I’m the middleman between farmer and consumer,” said co-owner Kimberly
Griffin. “When a person buys food from that comes from 3,000 miles away,
even if it’s certified organic, you still can’t know what the growing practices
truly are. It’s different when you know the farmers and buy directly from
them.”
• The need for smaller, centrally located groceries like Clover’s Natural Foods is likely to grow,
according to the Columbia Business Times. This news bodes well for local producers like Z-Best.
“The number of coffee shops has really exploded in Columbia,” said Ariel, a
sales associates at Clover’s. “I remember when there was just a handful, and
then Barnes & Noble opened one in the mall. People definitely take it serious-
ly. There’s a whole culture around it.”
Z-Best Coffee... 7
Primary Research
In order to gain insight into the coffee-buying habits of consumers, we gathered data through a coffee
tasting set up at Clover’s Natural Foods. As participants tried Z-Best coffee, we asked them if they’d be
willing to take a survey as well. Questions involved consumers’ favorite brands, what qualities in coffee
are most important, and their degree of familiarity with our client.
Survey statistics
Of the 19 people who took our survey:
• 26 percent spend less than 5$ and five percent spend $10-$20
• 68 percent of our participants spend between $5 to $10 a week on coffee
• 89 percent buy coffee from grocery stores or supermarkets, followed by a close 58 per
cent who buy from coffee shops (participants could choose more than one answer)
• Taste/quality, price and Fair Trade are ranked as the top three factors when purchasing
coffee
• 63 percent had heard of Z-best coffee, mostly from Clover’s or by word-of-mouth
• 26 percent of participants buy Z-best coffee on a regular basis. Other coffees mentioned
include Yuban and Folgers
Responses
About 25 people participated in our taste test, of which 24 reported favorable results. Comments in-
cluded: “Delicious”; “Very tasty, rich and creamy”; “Very flavorful”; and “Excellent with a robust flavor.”
Only one person was dissatisfied, claiming the taste was too strong and bitter (see Graph 1).
Z-Best Coffee... 8
 Publics

Primary Audiences
Coffee drinkers who buy their coffee by the bean are our primary audience. These are the true
coffee drinkers who value taste and quality. Z-best is not cost-competitive with the lower-end
brands, but it is cost-competitive among premium coffees. The target market can be further di-
vided into two groups: those who buy their coffee in stores and those willing to buy coffee online.
Coffee drinkers who buy their coffee in stores make up the bulk of Z-Best’s business, as 90
percent of revenue comes from Hy-Vee and Clover’s. But this market needs to be maintained and
expanded. Many potential buyers might skip over Z-Best while perusing the aisles if they don’t
see it at first glance due to poor product placement. Recall that 37 percent of those surveyed had
not heard of Z-Best coffee. If we increase customer awareness of Z-Best or convince stores to
routinely place Z-Best on the top shelves rather than the bottom, sales could increase as well.
Coffee drinkers who buy coffee online also value taste and quality, perhaps even more so than
store buyers if they’re willing to seek out certain brands via the Internet. With only 2 percent of
Z-Best’s revenue coming from online purchases, Web purchases represent a virtually untapped
market. These customers are tech-savvy and best reached through online social media, such as
Facebook, Twitter or niche blogs devoted to specialty coffees.

Secondary Audiences
Local businesses willing to co-sponsor events such as coffee tastings offer another means to pro-
mote the brand. These small business owners recognize that Z-Best is a high-quality product with
local appeal. To gain their support, we must stress that co-sponsoring events is mutually benefi-
cial, as the net result is bringing more customers into their store.
The local media can be utilized to boost awareness of upcoming events, such as coffee tastings
or a vendor booth at the Farmer’s Market. The Columbia Business Times is often favorable to this
sort of coverage. When news releases are sent out, Z-Best can follow-up by phone and/or e-mail
to answer questions about the product. For other local media outlets, such as the Columbia Mis-
sourian, Columbia Tribune, or KOMU, it will be tougher to convince them to do in-depth feature
stories. But regional/national publications might be interested. For example: Tea & Coffee Trade
Journal, Fresh Cup Magazine, or Midwest Living.

Z-Best Coffee... 9 Z-Best Coffee... 10

 Key Messages
Z-Best tastes great and is one-of-kind. The combination of exotic beans imported from
South America and Africa which are then custom-roasted right here in mid-Missouri makes
for a very unique experience. The caffeine “buzz” is more pleasant than mainstream brands,
much like sipping Grey Goose versus well vodka. Once customers try Z-Best, it’s hard to go
back to low-end or generic coffees, and our own teammates can attest to that.
Z-Best offers organic and locally roasted coffee. Both our primary and secondary
research reveals that customers value products that are grown within the community using
natural ingredients. Concerns range from sustainable agriculture to pesticide-risk reduction.
Z-Best should always promote itself as an eco-friendly local business in order to generate
consumer interest.
Z-Best Coffee... 11
Goals, Objectives, Strategies & Tactics
Overall Goal: Increase brand awareness
Objective 1: Promote Z-Best in Columbia and increase brand recognition
by 20 percent
Strategy 1: Promote Z-Best coffee “by-the-pound” to local coffee drinkers
Rationale: Based on our secondary research, we found a significant increase in homemade cof-
fee consumption during the last two years. Due to the economic downturn, more consumers
are purchasing their coffee from grocery stores and supermarkets. Z-Best has an advantage in
this market, given its local following at prominent retailers like Hy-Vee and Clovers.
Tactic 1: Promote Z-Best’s appeal as organic and locally owned
• We propose setting up a vendor booth during the summer at the Farmer’s Market. As
the face of Z-Best, Zakir can hand out free samples as well as business cards listing his
Web address and social media links. This encourages both face-to-face and two-way
communication, and serves as a means for Zakir to network and foster relationships
with customers. Additionally, Z-Best coffee products will be available for purchase,
along with a sign-up sheet for a monthly e-mail newsletter (see Sample Tactic 1).
• In the same vein, we suggest approaching the local health food mart Root Cellar for
permission to host a coffee tasting. Customers who frequent the store are already
drawn to the idea of organic and locally grown products and will be receptive to Z-
Best. If reactions are positive and time permits, Z-Best can conduct more tastings and
initiate plans for Root Cellar to carry their product (see Sample Tactic 2).
Strategy 2: Promote Z-Best coffee “by-the-cup” to local coffee drinkers
Rationale: Columbia’s demographic of local residents and transient students contribute to its
burgeoning coffee house scene, which has grown considerably in the last decade. Z-Best is
already available at local establishments such as the Uprise Bakery. If Z-Best can capitalize
on its existing business relationships, Zakir could drive more traffic to these locales as well as
expand his business to other coffee houses and restaurants and promote overall brand aware-
ness.
Z-Best Coffee... 12

Objective 2: Build Z-Best’s online presence and increase hits by 25%
Tactic 2: Host Z-Best-themed events through partnerships with local venues
• Z-Best can take advantage of its re-established partnership with Uprise Bakery
(where Z-Best is sold by the cup) by co-sponsoring an event such as Wake Up to Z-
Best Breakfast! (see Sample Tactic 3)
• We recommend conducting an event during the fall and offering patrons a free cup
of Z-Best with any purchase from the bakery. As it calls for no expenditures on their
part, this is a win-win.
• Z-best can hire an intern (see Sample Tactic 4) to cold-call and e-mail invitations to
local/regional café owners as well as prominent Columbia personalities. Cost-effec-
tive methods like a Facebook event page would spread the word. If successful, the
event can be repeated at other venues.
Strategy 3: Generate media coverage
Rationale: With so many reporters in Columbia thanks to the Missouri School of Journalism, Z-
Best could attempt to pitch a story through a variety of angles — local roaster, one-man opera-
tion, organic coffeemaker and small business owner.
Tactic 3: Use hype surrounding the Farmer’s Market and Wake Up to Z-Best Breakfast! to
create media buzz
• Send press releases that publicize free events featuring Z-Best (see Sample Tactic 5).
These could be written and sent by an intern who strategically targets media outlets.
New media releases would include links to the website, Facebook and Twitter pages.
• Potential niche magazines: Inside Columbia, Midwest Living, Rural Missouri, Tea &
Coffee Trade Journal, Fresh Cup Magazine.
• Pitch Z-Best from a human-interest perspective and invite reporters and photogra-
phers for a tour of Zakir’s operation. A pitch could include a fact sheet, backgrounder
and photographs of Zakir’s roaster.
• Local newspapers: The Columbia Daily Tribune, Columbia Missourian, Boone Coun-
ty Journal, Jefferson City News Tribune
• Television stations: KOMU as well as ABC and CBS affiliates
Z-Best Coffee...13
Strategy 1: Create easier navigation for the website
Rationale: As stated, only 2 percent of sales derive from online purchases. Revamping the website is the
first step to generate higher returns. The website itself functions more as an informational portal than a
sales medium. Site navigation is thus geared towards anecdotal and informational materials rather than
facilitating product sales.
Tactic 4: Hire an intern to revamp and maintain website and use online communication strategies to
drive traffic to the website
• Prioritize outreach by utilizing the comments section on blogs devoted to coffee topics as well
as community websites. Z-Best can use this public relations tactic to link back to the website.
• Maximize SEO (search engine optimization) by editing the website’s content and HTML
codes. Z-Best can then increase its relevance to specific keywords and increase its appearance
on search engines.
Strategy 2: Build presence on social media marketing sites
Rationale: Doing so is easy and virtually cost-free, and is becoming a must for every business owner. The
two sites we recommend are Facebook, for its high accessibility, and Twitter, for its targeted audience.
Both sites encourage two-way communication and help build relationships/networking.
Tactic 5: Use an intern to contribute and maintain two-way communication on social media sites
• For Facebook, we suggest four to five posts per week, such as anecdotal stories or photos of
events that personalize the company. The page also can offer promotional deals to fans and
keep members posted on upcoming events.
• Note that a Facebook page already exists, recently created by a fan in the community. We
recommend utilizing this page to contribute two-way communication rather than build a new
page.
• For Twitter, we suggest creating an account. An intern could expect to regularly update the
status; add comments, retweets and time-sensitive promotions; ensure all posts have correct
hash tags; and encourage customer feedback
• As a sub-tactic, a Z-Best Twitter account can partner with local Twitter sites such as Boom-
Deals (compiles and tweets Columbia’s best deals of the day) to offer promotions and dis-
counts.
• We also suggest creating a business-style LinkedIn account. It only takes a few minutes and
adds another layer of legitimacy in the eyes of many Web-savvy users.
Z-Best Coffee... 14
 Evaluation
Overall evaluation of Objective #1: Conduct a second survey in six months to gauge the
difference in the number of participants who have either tried Z-Best or recognize the brand
name.
Evaluation of Tactic #1: If Zakir opts to set up a booth at the Farmer’s Market this sum-
mer, success will be measured by the number of samples given out compared to the num-
ber of purchases made. If enough coffee is sold for Zakir to break even, we consider that a
success. In the case of Root Cellar, persuading the owners to allow Zakir to conduct a coffee
taste is a success in itself. If they decide to carry his coffee afterward, that’s a bonus.
Evaluation of Tactic #2: As to the potential of a Wake Up to Z-Best Breakfast! at Uprise
Bakery, a turnout of at least 30 customers would be a success as well as a reason to continue
hosting future events.
Evaluation of Tactic #3: In this case, merely writing and sending press releases is not
enough. To be a success, at least one publication has to devote some page space to an upcom-
ing Z-Best event.
Overall evaluation of Objective #2: We would measure the increase in Z-Best’s online
presence by conducting an informal study of his various arenas — website, social media, etc.
— again following a six-month period.
Evaluation of Tactic #4: The effect of the revamped website can easily be measured by
the number of hits. We place the bar at five to 10 hits per week. One option is to use Google
Analytics to measure website traffic and trends.
Evaluation of Tactic #5: Setting up Twitter and LinkedIn accounts as well as posting to
blogs, forums and the Facebook fan page is only the first step. The real measure is in two-
way communication. If Z-Best is averaging 10 to 15 responses per week across all forms of
social media following a six-month period, then he can officially claim online presence.
Z-Best Coffee...15
Conclusions & Recommendations
Despite having regained some traction in the last year, as evidenced both in the
increased demand for the product and repairing the relationship with Uprise Bakery,
we believe this is only the beginning for Z-Best. Zakir is in a great position to expand
his business and elevate the Z-Best brand to a household name for Columbia and mid-
Missouri residents.
On a personal level, we have enjoyed getting to know Zakir and find his enthusiasm
to be contagious. He’s a great PR tool in himself, and surely other business owners
and coffee drinkers will feel the same.
After much research and thought, we have the following recommendations:
1. Host events in the community. There’s no greater PR than face-to-face com-
munication. Zakir has a very compelling personality and should use it as much as
possible to promote his product. Free samples and coffee tastings will go a long
way to endearing customers as they experience Z-Best.
2. Build an online presence. With an intern onboard, building the Z-Best brand
on the Web should be a relatively simple process. Don’t underestimate the power
of social media to promote awareness and drive traffic to the website.
3. Promote Z-Best as an organic and locally roasted product. Based on our re-
search, many customers would rather buy homegrown coffee from small business
owners than go to chains like Starbucks or Kaldi’s. This is what separates Z-Best
from most of the competition.
Z-Best Coffee... 16
Appendices
Budget

Nearly all our tactics can be achieved at minimal cost, especially if Z-Best brings on an unpaid
intern to plan events and build an online presence using social media. The largest expenses
are setting up a booth at the Farmer’s Market and co-sponsoring a taste testing.Everything
else is under $20.

TACTIC COST TIME

Farmer’s Market Booth $100 10 hours

Farmer’s Market coffee samples $20 (see above)

Business cards (250 color cards from FedEx Office) $20 2 hours

Wake Up to Z-Best Breakfast! $50 10 hours

(After potential sponsorships are included)

Root Cellar’s taste testing $20 5 hours

Intern Free 5 hours/week

Facebook/Twitter/Official website Free (see above)

Total $209.99 32 hours

Z-Best Coffee... 18
 Monthly E-mail Newsletter
by Brian Jarvis

Sample Tactic 1 May 2010 Newsletter

Greetings Fellow Z-Best’ers,

First a heartfelt thanks to the enthused customer who took it on his/herself to launch a Face-
book page in our honor. With 36 fans already onboard, we hope to see more visitors leave
comments, post photographs and other fun stuff. Look to see all of our upcoming events posted
there as well.

An even warmer thanks to Uprise Bakery, who, after a yearlong hiatus, has begun to sell Z-Best
again thanks to popular demand. At well under $2 for a large, it’s about the cheapest (and of the
course the best) cup to be found on MU’s campus.

With May on the horizon, look to find us at the Farmer’s Market doling out free samples and
selling our latest flavors by the bean. We’ll even have a custom grinder on-site. Have two or
three free samples if you like — we’re well aware of the wake-up juice you might need to trek
through the market first thing on a Saturday morning.

Details have not yet been finalized, but we’re thinking of offering free tours of our roasting
facilities right here in Sturgeon for those brave enough to make the trip. Naturally a few iced
coffees afterward might be in order afterward to survive the summer heat. Something to keep in
mind as you make your weekend plans…

And remember, we want to hear from you!

In beans we trust,

Zakir Twaddle

Z-Best Coffee... 20
 Pitch Letter to Root Cellar
by James Coston

Sample Tactic 2 Zakir Twaddle

Owner, Z-Best Coffee
17205 N. Hwy NN
Sturgeon, MO 65284

Dear Walker Claridge and Kimberly Griffin,

My name is Zakir Twaddle and I’m the owner of Z-Best Coffee, a small business located in
Sturgeon just 10 miles north of Columbia. Since our start in 1995, we’ve developed some-
thing of a niche in the Columbia market. I roast my coffee by hand and then deliver it in
person to local businesses.

I’m reaching out to see if Root Cellar would be interested in letting me host a coffee tasting.
I’d be happy to take care of all the planning and expenses. If it brings in customers to your
store, it would be a win-win for both of us. I’m confident I could deliver at least 30 people for
a weekend breakfast tasting.

Why Root Cellar? We know that you only sell the best products produced within our home
state of Missouri. For Z-Best, it’s all about quality — and from what I’ve seen, that holds true
for Root Cellar as well. I’d be happy to send you a complimentary sample of my coffee so you
can try for yourself. If you take a liking to it, we can discuss the possibility of carrying it on
your shelves.

What do you think? I’ll plan to follow up later this week. I can be reached at (573) 875-5605.

Warm regards,

Zakir Twaddle

Z-Best Coffee...22
 Event Brief
by Ashanya Indralingam

Sample Tactic 3 Wake Up to Z-Best Breakfast!

Event Funding
As Z-Best is already sold at the Uprise Bakery, Zakir is in a comfortable position to propose a
joint sponsorship opportunity— use of the name and venue in exchange for publicity and free
coffee. The partnership will drastically reduce costs and can potentially use regular clientele
Venue: Uprise Bakery and working staff with minimal effort. Aside from the man hours and the cost of the coffee
Date: Saturday, August 28 from 7-11 a.m. itself, the budget should be under $20.
Attendees: Open to the public
Event Marketing & Promotions
Prominent Columbians expected to attend: A Facebook page plugging the event can easily spread the word. The only promotional mate-
Former Mayor Darwin Hindman rial that would incur costs is the printing of the posterboard.
Eastside Tavern owner Sal Nuccio
Z-Best proprietor Zakir Twaddle

Event Rationale
Wake Up to Z-Best Breakfast! is the first in a series of events aimed to build brand recognition and
promote Z-Best. Targeted toward by-the-cup drinkers who frequent coffee shops, the event will re-
introduce Z-Best to the Uprise Bakery and capitalize on its taste and quality.

Event Summary
7 a.m. The event kicks off the moment the café opens. A posterboard at the entrance will inform pa-
trons that any purchase at the bakery comes with a free cup of Z-Best. Customers can choose their
blend.
8 a.m. Zakir will give a short introduction to Z-Best’s background and history. Local luminar-
ies such as former Mayor Darwin Hindman can chip in with their thoughts. Customers are free to
mingle and ask questions.
8:30-11:30 a.m. Z-Best brands will be available for purchase. Customers can also sign-up to receive
the Z-Best monthly newsletter via e-mail. Zakir can distribute his business cards that list his website
and social media links.

Z-Best Coffee...24 Z-Best Coffee... 25

 Intern Job Description
by Joe Sparks
Z-Best is a small business that specializes in premium coffee sold wholesale. Although Z-Best is
hand-delivered to retailers around mid-Missouri, the product can be shipped anywhere in the
Sample Tactic 4 country.
Z-Best needs an intern to develop and
maintain its website as well as a
presence in social media. The intern
must be familiar with social
networking sites such as Facebook
and Twitter as well as blogging sites
like Digg and Mashable. Imagination
and creativity are welcome.
Much of the work can be done at
home or off-site. The internship is
unpaid but can be done for course
credit through the University of
Missouri. The deadline to apply is
May 30.
Job Description
Position: Part-time internship
Requirements:
• Write news releases, brochures, pitch letters and
flyers
• Organize promotional events
• Working knowledge of HTML
• Ability to generate viral “buzz” and two-way
communication via social media
• Familiarity with public relation strategies and
tactics
Hours: 8-10 hours per week
Pay: Course credit
Contact: Zakir Twaddle
E-mail: zbestcoffee@socket.net
Phone: (573) 875-5605
Address:
Z-Best Coffee
17205 North Hwy NN
Sturgeon, MO 65284
Z-Best Coffee ... 27
 News Release
by Cassandra Novy

Z-Best Coffee Company LLC

Sample Tactic 5 Contact: Cassandra Novy
Address: 17205 N. Highway NN
Sturgeon, MO 65284
Phone: 573.875.5605
E-mail: cnovy@zbest.com

April 26, 2010 For immediate release

Locally Owned and Custom Roasted Z-Best Coffee Joining Columbia’s Farmers Market

COLUMBIA, Mo. – Z-Best Coffee Co. LLC is proud to announce that it will open a booth at the
Columbia Farmer’s Market starting Saturday, May 1, 2010.

This marks the first time Z-Best Coffee will be showcased at the Farmer’s Market. Owner and
proprietor Zakir Twaddle will be on hand giving out free samples and selling the latest flavors
by the bean. Twaddle will also have a grinder so that beans can be ground on-site.

“Being part of the Columbia Farmer’s Market is a great opportunity for Z-Best,” said Twaddle.
“We love being out in the community meeting people and being able to offer them a one-of-a-
kind product that is roasted right here in mid-Missouri.”

Z-Best Coffee offers more than 15 varieties of beans that come from Central and South America,
Africa, and Indonesia. The company ships orders all over the country as well as delivers coffee
locally to businesses such as Clover’s Natural Market, Hy-Vee, Gerbes and the Uprise Bakery.

Z-Best Coffee will be available on Saturdays at the Farmer’s Market as well as Mondays and
Wednesdays throughout the summer.

Z-Best Coffee... 29
 Timeline

You can purchase Z-Best in person at the Farmer’s Market, at local businesses in Columbia, or
online at www.zbestcoffee.com.
Immediate
Zakir Twaddle launched Z-Best Coffee Co. in 1996. It is locally owned and operated out • Start recruiting and hire an unpaid intern
of Sturgeon, Mo. The company is registered in the state of Missouri and licensed for both
wholesale and retail sales. To see a list of products, local businesses selling Z-Best, or to pur- • Create a Facebook page
chase coffee, visit www.zbestcoffee.com. • Create a Twitter feed and LinkedIn profile
• Update the Z-Best website
The Columbia Farmers Market showcases more than 70 local farmers, producers, and arti-
sans. It is located at the Activity & Recreation Center on the corner of Clinkscales and Ash • Pitch story ideas to niche magazines and local media stories
streets. You can go to www.columbiafarmersmarket.org for an updated listing of hours and
operations, as they change throughout the year. May 2010
• Promote upcoming events at the Farmers Market, Root Cellar, and Uprise Bakery

June 2010
• Host first of two Farmer’s Market vending booths

July 2010
• Host a coffee tasting at Root Cellar

August 2010
• Host the second Farmer’s Market vending booths

September 2010
• Host Wake Up to a Z-Best Breakfast! before a Mizzou home football game

Z-Best Coffee... 30 Z-Best Coffee...31

 Sample Survey
(conducted atClover’s Natural Foods)
5. What brand of coffee do you usually buy?

____________
Gender? M or F
Student? Y or N
6. How willing are you to try a new coffee?
1. How often do you drink coffee?
• Very willing
• More than two cups daily • Somewhat
• At least 1-2 cups daily • Never
• A few times a week
• Once in a while 7. How do you receive your news? Circle as many as you want.

2. How much do you typically spend on your coffee? • Internet

• TV
• Less than $5 a week • Radio
• $5 to $10 a week • Print Newspapers
• $10 to $20 a week • Other — please explain
• More than $20 a week
8. Had you ever heard of Z-Best Coffee? If yes, how did you hear of it?
3. Where are you most likely to buy coffee? You may circle more than one.
• Word of mouth
• Grocery store/supermarket • Free sample
• Coffee shop • Advertisement
• Restaurant • Other — please describe
• Web site
• Other — please explain 9. How did you like Z-Best coffee?

4. What are the most important things about your coffee? Again you may _________
circle more than one.

• Taste/quality
• Price
• Convenience
• Grown organically/ healthy beans
• Grown locally, not imported or sold at a chain
• Grown by certified Fair Trade farmers

Z-Best Coffee... 32 Z-Best Coffee... 33

 References

1. Blumensheid, J. “Columbia’s coffee market affected in plunging economy.” Columbia Mis-

sourian. Nov. 12, 2008.

2. Garcia, J.P. “Coffee Culture in Columbia.” Columbia Missourian. Jan. 11, 2010.

3. Nelson, A. “Serve It up Local.” The Columbia Daily Tribune. Oct. 5, 2007.

4. Christian, L. “The neighborhood grocery: Looking to the past for a greener future.” Co-
lumbia Business Times. Dec. 23, 2009.

5. Cook, M. “Business Profile: Z-Best’s Owner Beans with Pride over Success of His Cof-
fee.” Columbia Business Times. July 28, 2007.

6. “Roasting Operation.” Columbia Business Times 28 July 2007.

7. “Boost Sales During a Recession: The Growing Importance of Qualified Online Sales
Leads.” www.MSDynamicsWorld.com.

8. Cole, Henry S. “Preserving the Rural Tier by Creating Economic Opportunity: Part 1.”
Prince George’s County Rural Tier Watch. Jan. 27, 2007. www://livableruraltier.blogspot.
com

9. Geier, B. “Organic Agriculture Worldwide: A Fast-Growing Reality.” The Light Party.

Feb. 1999.
“Why settle for the rest,
10. “What Is Fair Trade?” Fairtrade Labelling Organizations International. 2009. www.
fairtrade.net/what_is_fairtrade
when you can have Z-Best?”

Z-Best Coffee... 34