Panther Coffee x Shopify
Founded by Leticia and Joel Pollock, Panther Coffee is a renowned specialty coffee brand with decades of combined experience in the industry. The couple met at a coffee convention and decided to open a wholesale and retail coffee company. They chose Miami in 2008, noticing a gap in the specialty coffee scene. By 2010, Panther Coffee was roasting and developing its wholesale program in Wynwood, Miami, and quickly gained a loyal customer base. Today, Panther Coffee operates three roasting facilities and multiple retail locations in Florida and New York.
Scope: PR and Communications
The Ask
Raygun Agency was approached by Panther Coffee to manage PR and communications for the opening of their five-month residency store in SoHo, NYC, at the Shopify headquarters. The launch event would feature a latte art competition, adding an engaging activity to the opening.
Key Challenges:
New Market Entry: Panther Coffee's first location in NYC, a highly competitive coffee market.
Location Competition: SoHo already hosts multiple coffee shops.
Shopify's Reputation: Known for e-commerce, not brick-and-mortar locations.
Residency Messaging: Communicating the residency's nature—longer than a pop-up but not permanent—could be confusing.
Strategy:
Raygun Agency developed a comprehensive PR and communications plan to address these challenges:
Press Releases:
Crafted detailed press releases highlighting Panther Coffee's rich history and unique offerings.
Communicated Shopify’s mission to support and showcase e-commerce brands at their NYC location.
Emphasized the latte art competition to generate additional interest.
Media Outreach:
Targeted local NYC media, national media, and specialty coffee media to spread the news.
Included the event in local agendas to raise awareness among NYC residents and tourists.
Event Promotion:
Added the opening event to local event calendars and platforms to attract a diverse audience.
Results:
The PR and communication efforts yielded significant results:
RSVPs:
Over 800 RSVPs were received, surpassing the client's KPI of 300 RSVPs.
Over 400 people attended the opening event.
Audience Engagement:
Secured emails for Panther Coffee’s mailing list for future marketing efforts.
Media Coverage:
Achieved over 200 media mentions, including features in national, local, and specialty coffee media.
4. Client Satisfaction:
The client was very pleased with the campaign and as a result they engaged our services on a retainer basis.
