communikate et al was charged with the role of launching the first in a new chain of Italian espresso bars, cotto espresso, while establishing and executing an ongoing marketing communications strategy to support its planned expansion in SA.
Appointed just one week ahead of its official opening, communikate et al was quick to develop an event concept to launch the new espresso bar and swung into action to coordinate and manage the event. Our role spanned invitation design and development, supplier and stakeholder liaison, photography briefing and management, media invitations and liaison, publicity, complete event management and speech writing.
Key media outlets and journalists were hand-picked to receive a gift box on the day of the launch which contained a selection of pastries, giving them the opportunity to be among the first to sample cotto espresso and share the news.
Ahead of the launch, we also worked quickly to develop the brand look and feel through design, having produced menus, loyalty cards, complimentary coffee cards, a temporary website landing page and Mother’s Day promotional materials.
In addition, and in keeping with cotto espresso’s desire to support the community, we identified and managed a charity partnership for the launch period. The sales from the first official day of trade went towards the Women’s & Children’s Hospital Foundation’s Mother’s May appeal to support seriously ill and premature babies.
The marketing communications strategy also involved social media set-up and management, an ongoing publicity plan, website development and targeted advertising – design and coordination.
The first week saw an overwhelming response with a strong attendance at the launch event, including an official opening by the City of Unley Mayor, positive anecdotal feedback from customers and media alike, strong engagement through social media and above all, higher than anticipated sales.
In September 2014 communikate et al managed the opening event of the latest cotto espresso bar in Glenelg with more outstanding results and media exposure in The Advertiser, Guardian Messenger, Glam Adelaide, Indaily and InBusiness.
communikate has become cotto espresso’s ‘go to’ marketing team, coordinating the design and production of signage, advertising design and placement and development of promotional materials for new product lines.
communikate also manages social media for cotto espresso, ensuring continuous engagement with customers and looks forward to continuing success with the newest cotto espresso bar set to open in Prospect next month