One Team, Your Vision, Results
WETEA
Before The Pandemic
WeTea, a sushi and bubble tea cafe, has been a defining part of many students' university experience. By charging student-friendly prices and providing the best customer service, WeTea became a popular community spot where local residents and students frequent.
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After the pandemic hit, her cafe faced a 40% decline in customer traffic and new customer awareness.
ABOUT THE OWNER
Annie
In 2008, Annie inherited a cafe in University Plaza looking for a break from corporate life. She transformed this cafe into what is now WeTea, a popular bubble tea and sushi shop catering to local Binghamton residents and students.
RESULTS BY THE NUMBERS
X2 DAILY CUSTOMER TRAFFIC
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700+ INDIVIDUAL PURCHASES
A LOYALTY PROGRAM WITH 100+ MEMBERS
100+ SOCIAL MEDIA SHARES
GOING VIRAL
A Recipe for Success
Our Enactus team worked with Annie to establish a 2-week marketing campaign. By setting up a loyalty program and designing graphics, Enactus introduced WeTea to 17 other student-led organizations on campus, laying the foundation for a strong collaboration within the Asian community. Using social media, Enactus and its partners launched the campaign on Instagram, leading to an unprecedented wave of promotional and financial support for WeTea.
WHAT WE DID
After reaching out to local Binghamton businesses that were affected by the COVID-19 pandemic, we found that Annie, the owner of WeTea, was the perfect fit for our Enactus Business Relief Program. With our merchant-first ideology, we conducted our initial interview with Annie to better understand her story and struggles of operating WeTea in a competitive business landscape.
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We identified three main problems that were posing challenges for WeTea:
1. Weak brand awareness especially for on-campus students
2. Less accessible store location
3. Lack of marketing initiatives
Following our interview, our team worked with Annie to establish a new marketing campaign. After evaluative her business's financial performance and capabilities, we decided upon setting up a membership program and designing engaging graphics for a student discount program.
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Our first campaign as shown on the right involved a discount in which students who showed the promotional flyer would get a free upgrade from a medium to large drink, redeemable one usage per visit for one month. Students that visited WeTea are also encouraged to scan a QR code which led them to loyalty program sign-up form.
TIMELINE
