Pair Cupworks 

Project Overview

Pair Coffee and Tea is a specialty coffee shop in Downtown Mesa located inside the taproom of a craft cidery. It moved from a pop up concept to a full-service business just before COVID-19 stay at home orders went into effect. After re-opening in Fall 2020, the concept received media coverage in national coffee trade outlets. But locally, people outside the coffee community still had not heard of it. Pair had a small marketing budget and wanted to use this for local media coverage to increase awareness of its store and boost daily foot traffic.

Actions

With its extensive knowledge of and contacts in Phoenix media, The Barnhart Co. focused its pitches on a micro-local level. It highlighted Pair’s unique Downtown Mesa location with a full press release and showcased seasonal drinks with short pitches. It targeted outreach to community-level print publications with readers specific to Mesa neighborhoods and Mesa college students.

Results

In an eight-week campaign, The Barnhart Co. secured five in-depth business profile pieces and a handful of round up mentions for Pair, including:

  • Live onsite remote with Fox 10’s Arizona Morning.
  • Business profile in the Mesa Tribune with a pick up in the East Valley Tribune.
  • College-focused business profile in the MCC Legend.
  • Post-campaign coverage still to come with a full-length video for Visit Phoenix “Faces & Places.”

This local media coverage had an instant effect. Not only did Pair see an increase in weekly customer visits, but its online reviews also increased. These reviews are a hidden driver of customer traffic as people search for nearby coffee shops.

  • Google Business reviews doubled each month.
  • Yelp reviews doubled in April.

New customers did more than increase sales. With a regular stream of customers throughout the week, Pair knew it could expand its staff. By the end of the campaign, it had made its first hire.