Project 5

White Oak Mountain Coffee Roasters has worked hard in its local market area. It is now a premium coffee brand for its region of the southeastern part of the United States. Based on its target market of high-end coffee lovers who brew at home and have an annual household income of $100,000, the brand is ready to develop a digital presence and start to sell online for shipment across the country.

Respond to the following:

• Develop a buyer persona that includes the following:
• Background and demographics: What is their career path and lifestyle?
• Goals and challenges: What problem does your product or service solve?
• Technology and social media: What are your device preferences, social media platforms, and communication preferences?
• Marketing message: How can you describe your solution to have the biggest impact on your persona?
• Using the buyer persona, answer the following questions:
• What information would be included in a media plan?
• What steps would be taken to manage the customer relationship (include how to develop lead generation, sales, and follow-up, as well as connections through social media)?