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DEFENSE: Final Project

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  DEFENSE This campaign is an example of a multichannel marketing strategy, using different platforms to reach more people, increase brand awareness, and speed up conversions. According to Meis and Scheumann (2024), multichannel marketing helps brands connect with customers in more ways, which builds stronger relationships and leads to faster results. The campaign uses several platforms—X (formerly Twitter), Instagram, LinkedIn, and blogs—to share the brand’s message differently. Each platform is essential in building awareness and engaging with the audience. Short-form blogging on X allows brands to engage with followers quickly and personally. Innovative Station Limited (2024) highlights how X is ideal for sharing fast updates, news, or product information. It helps brands stay connected with their audience in real time, making it a key part of any marketing strategy (Myers, 2018). The use of relevant hashtags, multimedia elements, and links prompts target audiences to engage wit...
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MICROBLOG: Support #fairtradefarming

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SOCIAL PROFILES: Comparing professional and social profiles

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LinkedIn Profile: Instagram Profile:
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TWEETS: Social media press releases

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REVISED PRESS RELEASE: Fair Trade Promise: The Beanery Coffee Company’s New Initiatives

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Fair Trade Promise: The Beanery Coffee Company's New Initiatives How the Arkansas-based coffee chain is ensuring every sip is ethically sourced. alt: Takeout cups of iced coffee sitting on a table in a coffee shop. Calico Rock, Arkansas - February 23, 2025 - The Beanery Coffee Company is built on the promise of “ethically sourced, thoughtfully brewed” beverages. The Beanery recently learned that only 50% of its promise was being delivered when an internal investigation discovered some of the company’s suppliers were not Fair Trade Certified as they claimed to be. Now, The Beanery is implementing new initiatives to ensure every sip is ethically sourced.  “We’re committed to full transparency in how we ethically source The Beanery’s coffee beans,” said The Beanery President and CEO April Adams. “Our new initiatives will celebrate Fair Trade practices and deepen customers' relationship with our beverages and brand.”  The Beanery’s Fair Trade initiatives show its commitment to im...
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WEB ARTICLE: New Initiative From The Beanery Highlights Local Farmers and Fair Trade Practices

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New Initiative From The Beanery Highlights Global Farmers and Fair Trade Practices alt: Coffee beans drying in a greenhouse. A new, interactive feature from the Arkansas-based coffee chain, The Beanery, is putting the spotlight on Fair Trade farming practices. Known for its coffee blends and beverages inspired by the Mid-South, The Beanery’s new coffee bean tracking feature–The Bean Tracker–allows customers to identify the origin of their coffee beans and learn about the farmer who harvested them.  The Beanery is proud to partner with small, rural coffee farms around the world, helping to strengthen local economies and support sustainable farming practices. Coffee plants thrive in consistent temperatures between 64º and 70º Fahrenheit, typically found in tropical regions near the equator (Scott, 2015). To ensure the best quality coffee and ethical sourcing, The Beanery’s Roots and Responsibility team actively seeks out new farms that meet the company's high standards for flavor, qu...
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BLOG POST: 3 Ways To Use The Beanery’s New Coffee Bean Tracker

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  3 Ways To Use The Beanery's Coffee Bean Tracker alt="The Beanery logo on top of an image of a coffee bean farm."  There's something special about enjoying a cup of coffee from The Beanery, but what if you could get to know your morning brew on a deeper level? The Beanery’s coffee bean tracker lets you get to know your morning blend by tracing the journey of your coffee beans from the Fair-Trade farm they were grown to the Beanery Barista who brewed your cup. alt="Latte art by a Beanery Barista." USING THE COFFEE BEAN TRACKER With the coffee bean tracker, you’ll not only know where the beans were harvested but learn about the Fair-Trade farmers who nurtured them, the process they went through to reach their peak flavor, and the passionate people who helped deliver them to The Beanery. We're celebrating every step of your coffee bean's life, so you can celebrate every sip of your Beanery beverage. Sound exciting? We think so, too! Here are 3 ways to ...
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