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BrewBike JMU
The Challenge
BrewBike was a mobile coffee concept operating on JMU's campus with limited brand awareness and an underdeveloped customer database. The challenge: build loyalty and grow reach with a small team and no paid media budget.
The Insight
College students are loyal to brands that feel like they belong on campus — not corporate imports. The product was already good. The gap was connection: students didn't know BrewBike well enough to make it a habit.
The Experiment
Started with research: collected 150+ customer profiles to understand who was buying, when, and why. Used those insights to build targeted campaigns across SMS, social media, and email. Each channel served a different job — SMS for urgency, social for discovery, email for retention.
The Outcome
200% growth in SMS, social, and email subscribers. 5+ campaigns executed across the semester. A customer database built from scratch that gave BrewBike something to build on long after the internship ended.