Classic City Coffee: Jittery Joes

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Classic City Coffee: Jittery Joes

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An Athens original!

Jittery Joes has been roasting coffee in Athens for twenty years and has established quite the relationship with the UGA student population. With seventeen locations, five of which are on campus, the Athens-located coffee chain is very accessible to students as well as the working population of the college town. Jittery Joes coffee is also sold wholesale to many local restaurants and even other coffee shops in the community. Because of its saturation in the community, Jittery Joes rivals larger franchises with locations in Athens, like Starbucks. The thing that is interesting about Jittery Joe’s digital marketing presence is that because they have so many locations, each location has its own social media presence.

Digital Marketing Breakdown

Facebook

@JitteryJoes: the flagship store and roasting house at 425 Barber Street

  • 4.7 out of 5 stars
  • 7,494 like this
  • Posts 1-2x a week
  • Utilizes a variety of post structures including lead generation for website sales of cans of coffee as well as partnerships with local businesses and other companies
  • Partnership with Lyft advertised at the downtown location with a food truck and free crepes
  • Last post was September 18th

@JJEppsBridge: the Epps Bridge location

  • 4.5 out of 5
  • 518 people like this
  • Posts 1-2x a month
  • Posts about holidays, Gamedays, hosting functions with local highschool
  • Last post August 29th

@eastsidejitteryjoes: Eastside Jittery Joes

  • 28 people like this
  • Posts about discounts and special promos, and employees
  • Extended store hours until Midnight

Instagram

@jitteryjoescoffee

  • 564 posts
  • 8,740 followers
  • Posts 2-3x a week
  • Averages around 200 likes
  • Post content is distinct from Facebook page content
  • Last post today

@jitteryjoesepps

  • 67 posts
  • 640 followers
  • Posts 2x a week
  • Last post today
  • Posts content from manager’s travels and other client shots

@eastsidejitteryjoes

  • 11 posts
  • 109 followers
  • Posts the same content as Facebook page
  • Last post April 18

Twitter

@jitteryjoes

  • 1,996 Tweets
  • 7,204 Followers
  • tweets focus on the daily coffees being roasted, discounts and current events
  • Last tweet was September 22nd featuring the “Attack the Day” Coffee for Game day in Athens

Website

https://www.jitteryjoes.com

  • Website is broken into main segments including: about Jittery Joes, subscription services, wholesale partnerships, Jittery Joes cafes, and office coffee service
  •  Homepage features a carousel layout with different graphics and coffees all linking to the sales page
  • Website also utilizes a member sign in and search bar
  • A banner ad for free shipping when you buy 2+ coffees runs across the top of the screen
  • Links to social channels

Digital Marketing Ranking: Digital Marketing Pup

Jittery Joes is doing a lot right with its digital marketing channels. The use of individual social media pages for the different store locations is a good idea, because it allows the company to better target one specific group by geographic location. However, because each account is managed by a different person, there is not much cohesion across channels, and some pages are doing significantly better with customer engagement over others. The fact that Jittery Joes is partnered with other apps like Lyft helps expand its customer base and increase the brand image by allowing customers to positively affiliate the two. The website is very professional and offers a large amount of information to customers. However, the website could be improved with the use of a blog or other social engagement page to show what Jittery Joes is doing with the small batches it roasts and the coffee specific to far-away regions that the company has the opportunity to use. Overall, customers seem happy with their interactions from the brand and its digital marketing channels, but Jittery Joe’s could improve its marketing strategy by using a small amount of paid search or Facebook advertising on the platforms it already uses, Facebook and Instagram. By doing this and adding a descriptive interface like a blog, Jittery Joe’s show its customers exactly what its mission looks like and empower a following of its own.


2 Comments

Richmond Wrinkle

Richmond Wrinkle

September 25, 2018at 9:45 am

Great article, and some insightful take-aways. Like the actual franchise stores, individual franchise social media pages need to have their own spin while also maintaining the overall brand and its message. That can be a difficult balance. Would be interesting to compare similar brands, one that aligns all social marketing and one that individualizes it a bit more like Jit Joes, to see which one is more successful.

Olivia Grimm

Olivia Grimm

September 25, 2018at 10:17 am

I’m a big coffee drinker but because of that I definitely have found over the years that no coffee can rival Starbucks. I don’t know if I say this simply because I have been drinking coffee from Starbucks the longest or because I genuinely think it tastes the best. Nonetheless, I am a loyal Starbucks customer. I will say that I really like Jittery Joes – it definitely rivals Starbucks and has cheaper prices, which is great for someone like me who spends way too much money on coffee. The problem for me, though, is that I go to Jittery Joes way less often than Starbucks, and I think there’s several reasons for that. First off, the Starbucks app is a game-changer for me. I earn points on every dollar I spend and get rewards quite often. Second off, Starbucks is just as convenient for me to get to as is Jittery Joes, especially now that Starbucks is located in Tate. Lastly, Starbucks has a vastly greater reach. Although Jittery Joes is doing well with their social media marketing content, they will never be able to catch up to Starbucks simply because they don’t have the size and reputation to do so.

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