Influencer marketing drives coffee roasting class registration

Written By Alicia Vial

Situation

Current Crop Roasting Shop, a unique retail concept situated in Uptown New Orleans on Magazine Street, aimed to not only sell specialty green coffee beans, home roasting equipment, and brewing tools but also to cultivate a community hub for home coffee roasters. With a focus on hands-on workshops and classes, the shop sought to elevate the craft of coffee roasting. Following a successful grand opening campaign, the challenge arose to amplify awareness of these class experiences and, consequently, boost class registrations. Gambel Communications, the shop's long-standing PR partner, identified influencer marketing as the optimal strategy to achieve this goal. The primary objective was to leverage trusted voices within the New Orleans community to drive awareness, build credibility, and encourage direct sign-ups for the specialty classes, specifically targeting audiences interested in coffee, lifestyle, and artisanal food experiences. To initiate the campaign, Gambel Communications conducted thorough research on local influencers who aligned with the defined criteria for success.

Strategy

Building upon the initial research, Gambel Communications compiled a database of potential influencer partners, carefully selecting individuals based on their target audience and budgetary considerations. A priority system was developed to facilitate timely outreach to these content creators, and calendar goals were established to engage with two influencers per month. To execute successful partnerships, involving both in-kind exchanges and compensation, Gambel Communications collaborated with influencers to produce engaging content across platforms such as Instagram Reels, TikTok and Facebook videos, showcasing the hands-on experience of Current Crop’s specialty classes. Each influencer received a private store tour and complimentary registration for two in a class of their choice. Prior to their visit, they were provided with a messaging document containing key facts about Current Crop Roasting Shop. During their visit, they were encouraged to create behind-the-scenes content highlighting the class process, including setup, roasting and cocktail creation. Select influencers were given trackable discount codes for class registrations.

Results

The influencer marketing campaign significantly exceeded the established goals and objectives content creator partnerships proved to be a highly effective resource for increasing class registrations and, as an added benefit, expanding Current Crop Roasting Shop’s social media presence. Over the course of the campaign, 13 influencer marketing placements were achieved, resulting in a total potential reach of 340,000. Class registrations saw a 10% increase and a notable surge in Instagram and Facebook followers was observed, with peaks coinciding with the influencer partnerships.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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