A Fresh Approach to Coffee Marketing for Morobe Province, Papua New Guinea

Project Title: Plantation Pixel: A Fresh Approach to Coffee Marketing for Morobe Province, Papua New Guinea

Project Description:

"Plantation Pixel" is a multifaceted marketing initiative designed to revitalize and modernize the coffee industry in Morobe Province, Papua New Guinea. The project leverages digital marketing strategies and a focus on storytelling to connect consumers with the unique origin, quality, and cultural significance of Morobe coffee. 

Project Objectives:

• Elevate Morobe coffee's brand image: Showcase the exceptional quality and distinct flavor profiles of Morobe coffee, positioning it as a premium product.

• Increase consumer awareness and demand: Reach a wider audience, both domestically and internationally, through targeted digital marketing campaigns.

• Enhance farmer livelihoods: Empower coffee farmers in Morobe by connecting them directly with consumers, leading to increased income and market stability.

• Promote sustainable practices: Highlight Morobe coffee's commitment to ethical and environmentally conscious cultivation practices, appealing to socially responsible consumers.

Project Activities:

• Digital Marketing Campaign: Develop a comprehensive digital marketing strategy encompassing website development, social media engagement, online advertising, and content marketing to promote Morobe coffee. 

• Storytelling & Content Creation: Create compelling stories about Morobe coffee farmers, their unique growing practices, and the cultural heritage embedded in the coffee tradition. This will include high-quality photography, video content, and interactive features to engage audiences.

• Partnerships & Collaborations: Establish partnerships with local and international coffee roasters, cafes, and distributors to expand market reach and distribution channels.

• Online Sales Platform: Develop an online platform where consumers can directly purchase high-quality, ethically sourced Morobe coffee, connecting farmers with consumers and creating a transparent supply chain.

Project Benefits:

• Strengthening the Morobe Coffee Industry: Increased demand and premium pricing for Morobe coffee will lead to improved livelihoods for farmers and sustainability in the industry.

• Promoting Papua New Guinea's Coffee Culture: Showcase the unique identity and quality of PNG coffee on a global stage, attracting coffee enthusiasts and boosting the nation's reputation.

• Creating a Sustainable and Ethical Coffee Ecosystem: Highlighting the commitment to sustainable practices will appeal to environmentally conscious consumers and create a more equitable coffee supply chain.

Project Timeline:

The project will be implemented in three phases over a period of 18 months:

• Phase 1: (2 weeks) Development of the digital marketing strategy, website, and online sales platform. 

• Phase 2: (1 week) Implementation of marketing campaigns, content creation, and building strategic partnerships.

• Phase 3: (2 weeks) Ongoing marketing, content updates, and expansion of the online sales platform. 

Project Budget:

The project budget will be determined based on the specific activities and partnerships outlined in the project plan. The funding will cover website development, marketing materials, content creation, digital advertising, and platform maintenance.

Project Team:

A dedicated team of digital marketing specialists, content creators, web developers, and project managers will work in collaboration with Morobe coffee farmers to execute the project. 

Project Impact:

"Plantation Pixel" aims to transform the Morobe coffee industry by leveraging digital marketing, storytelling, and direct consumer engagement. This will lead to increased demand, improved incomes for farmers, and a more sustainable and thriving coffee industry in Morobe Province.