Long Miles Coffee Social Media Strategy + Management

Long Miles Coffee is a 13 year effort in East Africa to bring equality, money and justice to coffee farmers while supplying the world with exceptional specialty coffee. Starting in Burundi, they've built 3 washing stations, employ 7,000 farmers and many more community members. They have operations in Uganda & Kenya as well. Visit their website here: https://www.longmilescoffeeproject.com/



Long Miles reached out to The Lev Co with the need of Social Media Management. We kicked off this project with Phase 1, a brand diagnostic where we get to know their brand to ensure success. Then, we move onto Phase 2 of a social media strategy:

• Define mission, vision, values
• Define tone & voice
• Define the need; what does LMC need to be successful?

We delivered the following:

• 5 content categories
• 6 story highlight categories
• Story highlight copy
• Suggested platforms
• Bio rewrite across all platforms
• Competitor analysis
• Optimal hashtag research
• Suggested content calendar
• Brand guide

Then, we moved on to implementing the strategy across their social media. As the Brand Strategist & Social Media Manager at The Lev Co, I manage their socials & adapt the strategy where it's necessary. I use monthly analytic reports to inform the following months social calendar.

We've successfully managed LMC's socials for over a year now, and are deepening our connection and work with them!

Working with a client for a year means changes or new campaigns come up often. During my time working with Long Miles, I've strategized campaigns for:

• A Private Auction Collection showcasing green coffee from several hills. See the project here.
• A social media campaign with a partner roaster that educated the public on the importance of relationship in coffee
• A fundraiser for inputs for coffee farmers in Burundi
• A fundraiser to support Long Miles & community members of Heza hill from a landslide that caused massive destruction of property

Check out their Instagram here. 

Example of Results:

• Started a Linked In channel growing purely through organic content, gaining the attention of large accounts
• Grew Instagram following through purely organic content, focusing on collaborations with bigger accounts
• Attracted bidders for a Private Auction Collection from 5 countries
• Sold all 15 lots above the minimum bid price
• Increased average price per pound for $9.23 to $10.38
• Achieved a record high purchase price of $18.10 per pound

Slide & graphics designed by The Lev Co's Creative Director, Maria Meade.