I.

EXECUTIVE SUMMARY
Overview:​ Sabino’s Coffee House is a family owned cafe in San Leandro founded in 1991.
Sabino’s is popular amongst the locals and is highly known for their pour over coffee and their
various pastries. Sabino’s is also known for their customer service by providing free wifi, the
daily newspaper, and setting their prices at an affordable rate for their target market. The cafe
is a proud sponsor of local artists’ by promoting their work in the shop. There are weekly
storytime session hosted at Sabino’s to contribute to the community of San Leandro which
attracts parents across the city.
Opportunity:
Objectives:
1. Increase the number of regular customers that come to Sabino’s from San Leandro,
Oakland, and Castro Valley by 20% (returns to Sabino’s 3 times or more per month)
2. Implement promotional events that attract 60 attendees per event
3. Increase Conversion Rates of social media presence by over 50%
4. Gain 1,000 followers on Sabino’s social media profiles within the first year of plan
5. Increase number of new customers in Sabino’s Coffee Shop database by 20%
6. Creating a socially inclusive space for the community
Promotional Strategy:
● Business/Loyalty Cards:
○ Common business practice;
promotes for customers to
return
● Stickers
○ Builds brand awareness
● Social Media Advertising
○ Most modern style of branding and advertising
● Newspaper Ads
○ Promotes to the Generation X
● Promotional Events
○ Creates social inclusion
● Fundraisers
○ Enhances social responsibility
● Secret Menu
○ Generates word of mouth

Finances:
Cost: Total Sales: ROI:

$4,213.50 $22,500 533%

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II. DESCRIPTION

Sabino’s Coffee House is a private family locally

owned coffee shop located in San Leandro, California.

The business has been running since 1991, making it a

staple piece to the city of San Leandro. The menu has a

diverse spread of hot and cold beverages like pour over

coffee and Italian soda, along with various pastries such

as muffins and biscotti’s. They even provide dog treats for

the visiting pups in the neighborhood! The cafe provides free wifi, affordable drinks, snacks,

and the daily delivery of newspapers. Sabino’s creates effort to increase its community

engagement, one of them is working with locals in the city. The coffee shop sponsors local

artists by hanging their art on the walls of the business to provide abstract visuals for

customers. Sabino’s also actively contributes to the youth of the community. The business

hosts a weekly storytime session for children and provides specific financial aid for for the

youth education in San Leandro. With involvement in the community and high quality yet

affordable beverages, Sabino’s Coffee House is the place to be.

There are currently sixteen other coffee shops in the city of San Leandro. A few

competitors are Starbucks, Peet’s Coffee, Zocalo Coffeehouse, and Sunrise Coffee Company.

The more mainstream coffee companies like Starbucks and Peet’s have a lot of following and

crowd but don’t offer the customer service that Sabino’s does. And although local competitors

like Zocalo Coffeehouse and Sunrise Coffee Company have similar qualities, Sabino’s Coffee

Shop includes customization of their own coffee beans. The Coffee House has a deep family

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rooted chinese and vietnamese heritage, with speciality recipes handed down for business.

They have the reputation of a friendly, relaxing, safe space in the community. Positive feedback

floods their YELP page. Two of their most favored beverages are their white mocha and

Vietnamese coffee. ​Sabino’s is at a current 4.5 out of 5 stars on Yelp!

Competition

There are seven Starbucks franchises in San Leandro, including one neighboring Sabino’s

on the same street. Another mainstream franchise in San Leandro is Peet’s Coffee. Both are

multi million companies that have enormous followings. This makes it difficult for Sabino’s to

win over their regular customers.

Being a community-driven business, Sabino’s provides top-notch customer service and

heavily values the experience of the consumer. Most coffeehouses, local or mainstream, may

be popular for ambiance and aesthetic but lack the actual quality coffee aspect of the business.

Sabino’s Coffee House competitive edge over is the customization of their organically made

coffee beans. Coffee aficionados know how admired a good warm cup of rich drip coffee is.

Sabino’s Coffee Shop Indirect: Direct:

8-twelve Oriental Zocalos Coffeehouse
Market

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 Factor 1: Interior ● warm ● welcoming ● warm
Design/Ambiance welcoming ambiance atmosphere
vibe ● TV for movies ● Large seating
● Local art on ● Large area
walls lounge/seatin ● Children's
● Back nature g area play section
patio ● Massage
chairs

Factor 2: Food ● croissant ● popcorn ● Various

sandwiches chicken pastries
● Pastries ● Eggetts ● Sandwiches
● Variety of ● Onion rings ● Breakfast
muffins

Factor 3: Beverages ● drip/pour ● boba ● alcoholic

over coffee ● Milk tea beverages
● Tea brewing ● Smoothies ● Latte’s
● Vietnamese ● coffee
coffee

III. OBJECTIVE(S) OF THE CAMPAIGN

Two main obstacles that Sabino’s faces are the surrounding competitors and the cities

social inclusion. The business also is not fully compliant, as the cafe should assure that disabled

folks in wheelchairs have access to their business as much as any able-bodied customer does.

Having a diverse environment of the cafe is a goal for the business that needs to be promoted

for execution. According to ​Local Niche,​ San Leandro is ranked the 7th most diverse city in

California. This means that more social and ethnic inclusion can be implemented in the cafe.

The objective of this campaign for Sabino’s Coffee Shop is to display the richness the

business brings forward to the community of San Leandro. Through effective advertising that is

up to date with current trends and technology, customers will appeal to the business rapidly

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within the next year. The intention is to design a more pertinent brand for the business and

showcase its quality to the community.

OBJECTIVE GOALS

1. Increase the number of regular customers that come to Sabino’s from San Leandro,

Oakland, and Castro Valley by 20% (returns to Sabino’s 3 times or more per month)

2. Implement promotional events that attract 60 attendees per event

3. Increase Conversion Rates of social media presence by over 50%

4. Gain 1,000 followers on Sabino’s social media profiles within the first year of plan

5. Increase number of new customers in Sabino’s Coffee Shop database by 20%

6. Create a socially inclusive space for the community

IV. IDENTIFICATION OF THE TARGET MARKET

A. Primary markets

Description of Primary Target Consumer

Demographics Geographics

● Ages 34-54 y/o ● San Leandro, California

● All ethnic backgrounds ● Urban Areas
● Generation X ● San Francisco Bay Area
● Annual household income of $100k+

Psychographics Buying Patterns

● Values quality coffee ● Daily coffee consumer

● Cares for customer service ● Habitually eats out
● Involved in community ● Online shopping
● Relies on caffeine for energy boost ● Seasonal

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 Sabinos’ primary target market abides by generation X,

born approximately between the 1960’s to 1970’s. According to

Pew Research​, there is an estimate of 77 million in the United

States. Generation X individuals have also been measured with

an average to spend $59,646 each year, these numbers are

provided by the ​Bureau of Labor Statistics​. And according to ​NAICS,​ under the code 722515,

Sabino’s belongs under the coffee shops and on premise brewing industry. ​Sabino’s​ Coffee

belongs to this industry because it is a coffee shop that provides on site brewing of

non-alcoholic beverages and pastries such as muffins, turnovers, and bagels. ​The Coffee Shops

and Brewing Industry makes an estimate of $12 billion annually according to ​SBDCNet​.

Information from ​SBDCNet​ states that “​Every day, more than half of the adult population drinks

coffee, 108.9 million people. The United States accounts for 52 million of those coffee

drinkers.” They also state that the average age of specialty coffee drinkers are the age of 43,

also known as generation X.

SBDCNet​ further provides the fact that the Bay Area being is highest ranked at 26% in

the ​Scarborough Local Market Ranking in Percentage of adults who have used any coffee house

/ any coffee bar during the past 30 days.​ This gives Sabino’s the perfect area to target primary

consumers while gaining crowd and growing their business.

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B. Secondary markets

Description of Secondary Target Consumer

Demographics Geographics

● Generation Y ● Large Cities

● All ethnic backgrounds ● Urban Areas
● Ages 18-34 ● Rural Areas
● Annual income of $34,100

Psychographics Buying Patterns

● Technology Savvy ● Habitually eats out

● Trendy ● Shops often
● Involved in community ● Buys name brand
● Relies on caffeine for energy boost

V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN

Sabino’s Coffee Shop’s Advertising Campaign:​ Espresso Self

The ‘Espresso Self’ campaign is a one year ad campaign (Aug 2018 - Jan 2019) focusing

on helping solving the cities ethnic diversification, social inclusion, and city engagement. This

campaign focuses on ​building community with wider cultural engagements, while sustaining a

safe non discriminatory environment.​ High school students are very tech savvy oriented, which

is why the campaign uses 3 tech related advertisement methods: youtube in-stream ads, social

media, and in person events. The main focus of this campaign are the promotional events

Sabino’s Coffee House will build a more diverse environment with community aid from the

business.

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Advertising Promotional Justification / Evidence for this
Media Utilized choice
Business/Loyalty Cards Business cards are essential to a
business, as well as having a
loyalty card to acquire returning
customers.
Stickers Physical branding of the
business, like stickers, are
appealing to the consumers eye
when logos/designs are done in
a trendy fashion to attract
interest to the business.
Social Media Advertising Social media platforms such as
Facebook, Instagram, and
Twitter are extremely powerful
for advertising in the 21st
century. Utilizing these
platforms to put out Sabino’s
name will gain exposure from
younger crowds (generation Y).
Newspaper Ads Folks of generation X
customarily read the local San
Leandro Times newspaper, it
focuses on special events and
news in the city. Having Sabino’s
advertised in here will grab
attention from generation X.
Special Events Holding events like open mic’s,
slam poetry, and live music
attract locals from around the
city to come to the business.
Fundraisers Being socially responsible and
partnering with non-profit 501c3
organizations or fundraising for a
cause increases community
interest by showing your
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How will you measure (tracking, profit? New
customers?)
Profit will be tracked by the amount of loyalty cards
completed and collected at the end of every marking
period, as well as keep the numbers of how many
business cards distributed.
Below stickers, a hashtag “#EspressoSelf” will be on
the visual so consumers will post a photo with it on
social media listing the hashtag to gain not only
social media exposure but word of mouth advertising
as well. The first 65 stickers will be given out free of
charge with orders, after that they will be sold
separately and profit will be tracked from then on.
By keeping track of views on advertising posts on
social media records can be kept to see how
promotion through specific social media platforms
increases our revenue. There is also the option to
make short videos of customer reviews and at the
cafe and monetizing the videos to make a profit from
YouTube and keep track of views and shares.
Putting out custom ads with coupons such as “show
this ad and you’ll get 15% off your order at Sabino’s!”
with a bar code can attract new customers. Every
time the code is used, it will be listed down to see
how many sales and new customers it is attracting.
When special events are held, the amount of people
attending will be recorded and there will be special
beverage and snack discounts on the night or day of.
Doing this will bring more of the community to the
coffeehouse and profit will be recorded that event as
well.
Having a select amount of time to be contributing to
an organization or donating to a cause will attract
new customers and gain revenue due to the increase
in sales it will provide. This will also increase word of
mouth advertising around different cities and
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 business is aware of problems
and is willing to be apart of the
solution.
Secret Menu Having a secret menu attracts
buyers through desire and
causes word of mouth exposure
because it makes customers feel
“exclusive”, bringing consumers
to business relationship to a
more personal level.
VI. SCHEDULES OF ALL ADVERTISING PLANNED
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organizations knowing that you are a supporter and
ally, thus growing customers and profit in the future.
Interesting “secret” drinks will attract new
customers because they will be interested in the
hype, sales of the beverages on the secret manu will
be recorded at the end of every marking period to
keep track of the effectiveness and profit it is
bringing in.
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VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY(IES) PLANNED

VIII. BUDGET (Detailed projections of actual cost)

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IX. STATEMENT OF BENEFITS TO THE CLIENT/ADVERTISER
This campaign will bring forward a return on investment of 533% for Sabino’s Coffee House.
With the increase of customers, an estimate of $22,500 are predicted to income within the year
of implementation. ‘Espresso Self’ presents these benefits:
1. Garnering more customers from both generation X and Y to Sabino’s

2. Strengthening the social responsibility of the business

3. Increasing customer income by hosting cultural events

4. Creating a socially inclusive space for the community of San Leandro

5. An increase of following and loyalty to the local business

X. BIBLIOGRAPHY

"2016 Most Diverse Places to Live in California." ​Niche​. Web. 10 Jan. 2017.

"Coffee Shop." ​Coffee Shop Research Report - U.S. Small Business Administration​. Web. 10 Jan.

2017.

"Spending Habits by Generation." ​U.S. Department of Labor Blog​. 08 Nov. 2016. Web. 10 Jan. 2017.

Taylor, Paul, and George Gao. "Generation X: America's Neglected 'middle Child'" ​Pew Research

Center​. 05 June 2014. Web. 10 Jan. 2017.

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