Express Yourself!

1. Express Yourself!

2. 2 Strategic Communications Team Aida Blankenship, Alex Cannito, Alma Cartagena, Shannon Little, Maya Merlis and Athalia Torres

3. 3 Table of Contents • P.4 Overview • P.5 Problem • P.6 Solution • P.7 Goal • P.8 Audience • P.9 Objective 1 • P.10 Strategy 1 • P.11 Strategy 2 • P.12 Objective 2 • P.13 Strategy 1 • P.14 Strategy 2 • P.15 Description of events • P.17 Awareness Tactic • P.18 Tea Cups • P.19 To-Go Cups • P.20 T-Shirts • P.21 Social Media Tactic • P.24 Customer Rewards • P.25 Press Release • P.26 Traditional Tactic • P.27 Positioning Statement

4. 4 Overview • House of Tea (H.O.T) is an eclectic themed café featuring live performances, and tea from around the globe. H.O.T celebrates diversity and creative expression. H.O.T will provide a comfortable, casual environment free of social judgment.

5. 5 Problem • The challenge on campus is that the competition specializes in coffee drinks that lack nutritional value. Reno has many local coffee shops and big franchises, such as Starbucks, however none of these existing establishments offer the kind of space needed for a more private conversational setting.

6. 6 Solution • House of Tea will not only provide organic tea, but it will also encourage patrons to express their individuality in the arts. Our establishment will provide a comfortable atmosphere for people from all walks of life.

7. 7 Goal: To become the university’s number one artsy hangout for day or night.

8. 8 Audience • Primary: Theatre/Dance majors at the University Nevada, Reno.Theatre and dance majors aspire to continue their acting careers throughout their lives. • Secondary: Gay males at the University Nevada, Reno. Gay males enjoy social hangouts that are secluded yet offer a sense of cultural acceptance.

9. 9 Objective 1: To create a place where theater enthusiast can enjoy local talent in a relaxed, cozy environment and attend events weekly to increase revenue during the Spring 2014 semester.

10. 10 Strategy 1 • Invite audience to an environment that inspires creativity and is free of social judgment.

11. 11 Strategy 2 • To encourage our audience to embrace their uniqueness and share their talents among their peers.

12. 12 Objective 2: To provide an open date night environment where people from all walks of life can feel welcomed and comfortable.

13. 13 Strategy 1 • H.O.T will provide customers with an intimate setting where people can have one-on-one conversations with their significant other or friends.

14. 14 Strategy 2 • H.O.T will be an eclectic space decorated with a variety of colors encompassing mismatching furniture and saucers, giving customers a homey vibe.

15. 15 Description of Events • Event Tactics • “Taming of the Brew” Customers will buy tickets to a play at House of Tea and enjoy a signature brew for that particular night’s performance. This event will take place once every month and will be a rendition of either a Shakespearean play or a short exclusive preview of whatever play being held at the University. Tickets will be sold at the door and once the show has sold out the doors will be closed. • “Curiositea” H.O.T. will hold a weekly trivia night. Trivia will be a different themed category each week, with fifteen questions. The winning team of trivia night will have their picture posted on our IG account with a caption including the #CuriosiTEA. During the event customers can tweet using the #HOTtrivia to draw more attention to the event.

16. 16 Description of Events Cont. • “Do Re Tea” Customers can come to H.O.T. and sing Karaoke. This event will be held weekly on Thursday evenings to be a part of college night. Staff will post Vines, IG and tweet about the event using the #doretea. • “Midsummer Night’s Tea” H.O.T.’s most popular weekly event, this will be a night where customers can come and hear some original poetry. Performers will sign-up as they please throughout the day by 5 p.m. on Wednesdays. The event will start at 7 p.m. Twitter will be used throughout the day to promote the event, while Instagram can be used during the actual performances. Facebook will engage our customers with signage to further build awareness around this weekly event.

17. 17 Awareness Tactic • House of Tea, employees will stand in front of the Joe Crowley Student Union at UNR, handing out gift bags to the first 50 students and faculty. We will pass out recycled shopping bags filled with recycled to-go cups, tea bags, and t-shirts. All of these items will have the H.O.T. logo. • After the first 50 people, everyone will receive a sample of tea along with a 10% coupon for their first purchase.

18. 18 Tea Cups • When serving tea, H.O.T will tactically give off a diverse vibe through the use of mixing and matching tea sets. No tea set will be alike, or of the same color. Mixing and matching the tea sets will send the message that House of Tea is both a creative and diverse place.

19. 19 To-Go Cups • House of Tea will have to-go cups that will display the catchy acronym of the business’ name, H.O.T. Both disposable and reusable to-go cups will have Caution: H.O.T printed on them. Tactically House of Tea will sell the reusable cups to customers. By purchasing the reusable to-go cups customers will benefit by receiving a discount of 15 cents off of their tea each time they bring along their cup into House of the Tea.

20. 20 T-Shirts • To promote the opening, House of Tea employees will tactically hand out free t-shirts to University of Nevada students while encouraging them to check out the new business. House of Tea t-shirts will also be worn by employees and will have creative tag lines that will incorporate the topic of tea in some way. Here are some examples: -There’s only one House of Tea. -A tea party title wave is coming! -A cup of tea will restore your normality. -Coffee is not my cup of tea. -Tea is liquid wisdom. -Tea is instant wisdom- Just add water! -Tea is a cup of life.

21. 21 Connecting with us will be as easy as 1…2…TEA! Facebook • For the event “Taming of the Brew,” we will create an invitation for the public on Facebook. Pictures of past performances will be posted each day to generate excitement about the event. • The H.O.T. Facebook page will have picture albums for each of the themed nightsto post pictures/videos of the different performances. People will have the ability to view all past performances that will encourage attendance at House of Tea events.

22. 22 Instagram • Midsummer Night’s Tea: Customers will be encouraged to post a picture or video to Instagram with the #trueloveHOT The person with the best picture or video receives a free cup of tea. • Taming of the Brew: H.O.T. will post a picture from the rehearsal and customers will add a creative caption. The winner will receive two tickets to that show. • CuriosiTea: House Of Tea will post a picture of one the tea cups. Customers will then repost the picture with a caption and #CuriosiTEA. All names will go into a drawing to win their own personalized tea cup. • DoReTea: Customers will post a video of their favorite performance from that night with the #doretea. The person with the most likes gets their picture on the wall and is recognized as Performer of the Week.

23. 23 Twitter • Midsummer Night’s Tea: Customers will tweet the name of their favorite poem read that night and then use the #expressyourself and #midsummernightstea. • Taming of the Brew: To encourage audience interaction and get them involved in the show, they will tweet their favorite line from the play. When they tweet, customers enter to win 2 free tickets to the next show. They can include the #notanotherdullplay. • CuriosiTea: H.O.T. will tweet a trivia question related that night’s specific theme. Customers will re-tweet the question with their answer. The first person to get it right receives a free shirt.

24. 24 Customer rewards Each time a customer purchases a cup of tea, their rewards card will be stamped/punched. Customers will receive a free cup of tea on their tenth purchase, when their little tea cup is full, or all their numbers are punched.

25. 25 Press Release House of Tea 1306 N Virginia St. Reno, Nevada 89503 775-329-4848 For Immediate Release Contact: Alma Cartagena Public Relations Official 775-329-6972 Ext 12 acartagena@houseoftea.com 12/02/13 House of Tea opens Jan. 15 with fundraising efforts supporting UNR’S LGBT Community. RENO, NEV. - House of Tea, a new eclectic themed café featuring live performances, and tea from around the globe, partners up with UNR’s LGBT chapter to raise funds for their crisis intervention and outreach program. The grand opening will be themed Midsummer Night’s Tea, and patrons can enjoy poetry night along with specialty tea. 15% of all sales will go towards UNR’S LGBT crisis intervention and outreach program. “This is a great partnership that will help UNR’S LGBT community for many years to come, as it is difficult to find local businesses who want to support the LGBT community, said President of UNR’S LGBT chapter John Jacobs. Midsummer Night’s Tea poetry night, will occur every Wednesday at House of Tea. Customers will have a chance to enjoy a variety of organic tea blends, and the opportunity for self expression in our cozy environment. House of Tea is located within walking distance of UNR’s campus, and recognizes the importance of community outreach in the local area. Owner Aida Blankenship is a passionate advocate of equal rights for everyone. At House of Tea Blankenship provides an entertaining, safe, and homey environment for all. “House of Tea is dedicated to providing guests with one of a kind theatrical performances, and exceptional organic tea. At House of Tea we believe all people are unique, and we gladly welcome people from all walks of life,” said House of Tea owner, Aida Blankenship. ### House of Tea specializes in organic tea blends from around the world, and provides guests with unique theatrical experiences. House of Tea welcomes people from all walks of life and encourages diversity and creative expression. For more information visit us on Facebook.

26. 26 Traditional tactic This will be displayed on the televisions throughout the University of Nevada campus.

27. 27 Positioning • House of Tea is a creative space, unlike Bibo and Starbucks, that is both a casual hangout spot, and a place where individuals can enjoy theater entertainment. In this way, House of Tea offers customers the opportunity to share their talents and express themselves.

28. Express Yourself!