TRUE TRADE COFFEE

kabum.org

2011/2012 Marketing Proposal

Presented to: UCDA (Uganda Coffee Development Authority)

By: Kabum Coffee International

Position the UCDA (and the country of Uganda) as a viable, professional, producer of some of the finest coffee — both Robusta and Arabica — available anywhere in the world.

The goal:

Global coffee consumption is skyrocketing.Especially in China and Japan. Starbucks has focused expansion in these Asian markets (where growth is 20% per year). They need a reliable source for great Robusta and Arabica.

Uganda should be viewed as that source.

The potential:

Done properly, Uganda could be percieved as a global coffee leader — both in terms ofconsumption and production.

The potential:

Current marketing materials and strategies are outdated and lack brand cohesion; making it difficult to compete in the international coffee marketplace.

The challenge:

The challenge:

Invest in the months leading up to SCAA 2012 to create a powerful, updated brand that builds value into Ugandan coffee and the country as a whole.

The solution:

Kabum Coffee International has enlisted the help of a US-based marketing professional* with more than 20 years of experience building brands and creating effective marketing tools that add value.

(*See BrettBorders.com for experience, resume, etc.)

The resource:

The resource:

A partnership between Kabum Coffee International and the UCDA to overhaul the UCDA’s marketing tools would create a mutually beneficial relationship; both could help each other and the entire East Africa coffee region thrive.

The reason:

Establish a monthly budget and schedule to enable a systematic overhaul of key USDA marketing tools:

The plan:

July, 2011 ..........................................new logo/taglineAugust, 2011 ...................................website redesignSeptember, 2011 ...........................website codingOctober, 2011 ................................3-4 sales sheets/pdfsNovember, 2011 ............................2-3 brochures/tri-foldsDecember, 2011 ............................social media (Facebook/Twitter)January, 2012 .................................video for SCAA boothFebruary, 2012 ...............................SCAA booth designMarch, 2012 ....................................SCAA booth designApril, 2012 .......................................all materials finalized; SCAA 2012

The plan (phase one):

Deliverable: Creative fees: External/production cost:

Logo (July) ..................................................... $18,000 .............................n/aWebsite (August) ........................................ $18,000 .............................n/aWebsite (September) ............................... $18,000 ................................$9,000 (web coding)Sales sheets (October) ............................. $18,000 .............................$4,000 (printing)Brochures (November) ............................. $18,000 .............................$5,500 (printing)Social media (December) ........................ $18,000 .............................$8,000 (media cost)Video (January) ........................................... $18,000 .............................$7,000 (photography)Booth design (February) .......................... $18,000 .............................n/aBooth design (March) ............................... $18,000 ................................$8,000 (production)SUBTOTALS ......................................................$162,000 ..............................$41,500Kabum partnership in-kind donation ......(-$50,000)

ADJUSTED TOTALS ................................. $112,000 ............................$41,500

TOTAL BUDGET (phase one) ................ $153,500

The budget (USD):

In less than a year, the perception of the UCDA and the Ugandan Coffee brand could be entirely different. It could be stronger, focused, professional and well-poised for attendees at SCAA 2012 in Portland and beyond.

The result:

Once the fundamental brand tools have been established, we could then begin buying international media — TV, print, direct mail and web ads — to drive people to those individual brand tools (the new web site, new brochures, Facebook presence, etc.). Budget TBD.

The next phase:

• Video Skype between Kabum Coffee International and UCDA to discuss/walk through this proposal.

• Formalizing of terms/signed agreement.

• Begin rebranding, so the world can start realizing all Uganda has to offer.

Next steps:

Thank you for your time and the opportunity to partner together.