Long Miles Coffee Social Media Strategy + Management
Chloe Troub
In the heart of East Africa, producing specialty coffee intertwines with holistic impact, driven by passion and a vision for a better world.
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.
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Posted May 21, 2024
As the Brand Strategist for The Lev Co, I've created and implemented a social strategy & manage all social platforms.
