CASE STUDY: I Bleed Brown

CASE STUDY: I Bleed Brown

I had a hard time choosing a company to look at for a case study. I don’t really follow consumer companies in my own social media feed, and didn’t want to go to the big brands that are a household name. I am quite sure Pepsi knows I am forever faithful, but I am going with a B2C that has just as much of an impact in my life….Kicking Horse Coffee.

Today is the first time I have connected with them on social media, so it was an immediate visual audit of how they are doing.


This was my first stop, and although there are only a handful of posts, all from within this year, I was really impressed by them. With only 22 posts they already have 18.1K followers. 

The how-to graphics are great and the product shots are rich and beautiful (like their brew!). 


This has been up since 2010, and has over 9K followers. That is half compared to their newer Instagram account, which says a lot about their audience. There last post was in June, compared to September on Instagram, so perhaps they are making a shift as many of the more recent tweets are repeated on Instagram 


The Page Transparency of this page states it was started in 2010 as well, and it has nearly 120K page likes and followers. I find it baffling however that the feed is very similar to that of Instagram, only going back to this past February

Overall, their engagement started off strong (see what I did there!), but it became inconsistent, and it doesn’t seem like they acknowledge comments that were made much later than the original post. 

They do address a few key questions such as requests for on-line merch sales, and environmentally friendly packages by directing followers to DM them for further conversation (social media 101). Other than that it almost seems like every now and then they simply go through and like comments, but have no dialogue. 

My personal thoughts are, first, they need to have someone as dedicated to the social media as they are to their brew. The few times they do comment across their channels, can be rather entertaining, and their imagery is outstanding. Secondly, this was a good learning tool, giving me the opportunity to recognize how disingenuous a lazy thumbs up can be. 

Finally, I did not actually understand the difference between light and dark roast until today, but I love a rich dark hot coffee (454 Horsepower), ideally with a little stevia, and some cream.

How do you take yours?

Photos sourced from https://www.instagram.com/kickinghorsecoffee/

This post was originally published in a series for the Algonquin College Social Media Certificate in October, 2019

Tipping the Scale at 50

Tipping the Scale at 50

GenX are my people! Understanding who my message is intended for, and ultimately who I need it to reach is a key component of establishing my target audience. Starting a new business in a new city, I have been struggling with who that may be. Then, I wrote a clarifying statement in last weeks Personal Story assignment. 

I will offer Social Media and Photoshop services for entrepreneurs. The intent is to give you back the time and freedom for your own endeavours, by taking off your plate the part of your business you may not have the resources or expertise to do yourself.”

Establish your Target Market

In this one point, I clarified a key target audience. My target will be small business owners who have neither the time, or the resource to keep up with their own social media. That will most likely be those of us tipping the Gen X scale. The near 50:ish where social media is used more for personal than business. Typically, most people my age are either already well established with the technology of computers and social media, or they curse them. 

Connect with Your Target Market

So in essence, my target audience is “Steve”. He is actually my husband, but the perfect example. Steve is a 49 year old Lineman. Like everyone, he has a tablet and a cel phone. The phone’s single purpose is for communication, be it text or calls. His tablet is used for Netflix, banking and facebook. That’s it. Even as he scrolls through Facebook, he has no engagement. He is a “skimmer” (Clark, B. 2008). Rarely comments or Likes a post, and has to constantly ask me how or where he can send messages. People with Steve’s lack of tech savvy are my target audience. 

If I consider myself, I would be the perfect target audience for a bookkeeper. I am a small business entrepreneur who hates anything to do with math and numbers, so I need someone who can take care of my business records and taxes. I have neither the experience, expertise, or desire to do it myself. Finding an entrepreneur with that exact attitude about social media, that right there is who I need to find.

So where do we find each other?

Step one is to post consist content that is relatable to your target market. 

Step two is find out their hang outs. A community Facebook Group is a good place to start. Be social. Make comments, Ask and answer questions. Get the lay of the land, and be noticed.

From there, you may chose to run paid ads. Google and Facebook are a great place to set targeted ads with a Call to Action.

The key to remember is social media is SOCIAL. Be engaging, be relatable, and be consistent.


This post was originally published in a series for the Algonquin College Social Media Certificate in October, 2019

Clark, B, CopyBlogger (August 27, 2008), How to Read from: https://www.copyblogger.com/how-to-read/

Unknown, Streampage (January, 2018), The ABCs of Marketing to Generations X, Y, & Z from: https://www.streampage.com/bbb/Regina/5293/the-abcs-of-marketing-to-generations-x-y-z