The Coffee House is a local coffee shop in Lincoln that serves a wide variety of coffee, and provides a relaxing atmosphere that is great for studying, reading, or even catching up with a friend over a cup of coffee. The desired audiences are people of all ages and walks of life, including students, retirees, and just your average coffee lovers. This brand has existing social media accounts on Facebook, Twitter, and Instagram, where they are very active with posting pictures and showing their support of #ProjectCongo. Through their social media, they are able to generate a substantial amount of earned media. There are consumers on their social media who express that they wish The Coffee House had its own website where they sell their merchandise and mugs. This would be a great step for the company to take, as it would open up countless opportunities. Aside from that, the company could generate earned media by holding seasonal or holiday-related contests on their social media. For example, depending on the contest, users could upload a photo of their Coffee House drink using the hash tag #CoffeeHouseLNK, and, say, five winners would be chosen at random to receive a Coffee House gift card, free drink, or free merchandise. By doing a contest on social media, it would generate earned media, and most likely attract a lot of new customers as well.
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