Strategic Message Planner

For this project, I developed a Strategic Message Planner (SMP) for The Grind, a popular locally owned coffee shop near WVU’s campus. The goal was to define a clear, student-focused message to guide an advertising campaign aimed at increasing engagement and revenue.

I analyzed the shop’s key features, affordable pricing, specialty drinks, free Wi-Fi, and a cozy study environment. Also profiled its primary audience of WVU students who value authentic, budget-friendly spaces to work and socialize. I also evaluated competitors like Starbucks, Dunkin’, and Panera to identify how The Grind stands apart through its local community feel.