Ruta Maya Media Buying and Strategy Report Project
Ruta Maya is a coffee brand based in Texas, packaging coffee fresh from Chiapas, Mexico. To get insight into what goes into the process of media buying and creating a strategy report for brands, we were assigned to create a mock up for expanding the business via a marketing campaign and advertisement using different medias.
Problem
Proposed as a practice, the choice was given to look for a local business in Texas and create an ad campaign based on it. The decision was made to use Ruta Maya as the basis for our campaign due to their low exposure despite promising cultural history.
Research
Discovered that most avid coffee drinkers consume coffee daily, and because we wants to target Gen Z & Millennials, the main tactic used was to prioritize medias familiar to the target demographic.
Execution
While never reaching out directly towards the Ruta Maya company, high praise was given after presenting ideas. Compliments include understanding the target demographic and creating a detailed budget for showcasing ads across different platforms.
Strategy
Using online ads, sponsorships, and television ads are all effective methods to target ads towards young adults. In addition, there is also the proposed idea of creating event sponsored by Ruta Maya in the Dallas and Austin urban area due to high traffic.