Award-Winning Communication & Strategy

Lift Division was a part of an incredibly special project: The Carlos Santana Coffee Company. Now, we are proud to announce that we have won the Hermes Creative Awards Gold Award for digital marketing.

Developing Successful Communication & Marketing Plans For Our Clients

Let’s take this story back in time. Picture this: it’s 2019 and Lift Division partnered with Icon Global, the parent company of Carlos Santana Coffee Company. Icon Global tasked us with the responsibility of creating the digital marketing strategy for their new coffee brand in association with Rock and Roll Hall of Famer, Carlos Santana. The goal? To help develop a brand and strategy that would appeal to Santana’s fans while simultaneously supporting craft coffee roasting and Santana’s own charitable organization, The Milagro Foundation.

Creating A Brand Experience Is What We Do 

As an international musical sensation, Santana had already developed a strong brand and audience. Fortunately, Lift Division features a team of incredible web designers and strategists. Thanks to our Chief of Digital Strategy Jamie Stephens, Creative Director Sarah Carnes, Web Designer Kyla Phillips, and a team of content strategists, we were able to direct and produce videos and photos for Carlos Santana Coffee Company. Digital media is essential to a successful brand launch, especially when launching a website and social media. For more on how our team produced content for the Carlos Santana Coffee Company, check everything out here. 

Lift Division Creates Successful Digital Strategies For Our Clients

With the branding in place, it was time to develop the strategy behind Carlos Santana Coffee Company. This coffee is not just your run-of-the-mill brew. It is a luxe coffee that is roasted by members of the Roasters Guild of the Specialty Coffee Association of America. Appreciating the craft of coffee roasting was not the only goal. Carlos Santana Coffee Company was founded with the goal of giving back. Every time someone purchases a bag of Carlos Santana Coffee, they also make a contribution to the Milagro Foundation. 

The Milagro Foundation was founded in 1998 by Santana and his family. Its mission is to make grants to tax-exempt organizations that provide resources for underserved children in areas like education, health and the arts. 

Research Goes A Long Way

Through social media, it would be easy to introduce Santana’s fans to his new coffee company. However, it would be more difficult to target those who might not be as familiar with Santana or his body of work. Through careful research and an understanding of audience segmentation, Lift Division was able to identify five niche audiences who should be targeted. With the audiences in mind, our Chief of Digital Strategy, Jamie Stephens, created a communication plan that would target each audience while maintaining a holistic approach. 

At Lift Division, every one of our clients is provided with the best possible strategy for success. However, when we launched Santana Coffee Company, we knew we had something truly special. The Hermes Creative Awards has also recognized that talent.

Creating Award-Winning Digital Strategy Is What We Do

Lift Division was honored to receive the Hermes Creative Awards 2021 Gold Award in the Communications and Marketing Plan category. Every year, the Hermes Creative Awards are selected by members of the Association of Marketing and Communication Professionals, an organization made up of highly experienced individuals who understand the work that goes into every submission for competition. 

Curating A Legacy Of Excellent Work & Client Support

We were so excited to win this award, but most importantly, we were grateful to provide our clients with a digital marketing strategy that exceeded their needs and expectations. If you need help developing or improving your business’s digital strategy, please reach out to the marketing experts at Lift Division.