Media & Promotion Plan

Flight Fuel Café Webinar Event Overview

Flight Fuel Café will promote an online webinar designed to introduce the brand’s aviation-inspired coffee concept, connect with the Lexington County community, and build early interest among commuters, students, military families, local professionals, and coffee enthusiasts. The webinar will highlight Flight Fuel Café’s mission to provide fast service, premium coffee, and a community-centered atmosphere that gives customers a place to refuel, connect, and feel inspired.

The promotional strategy will use an integrated mix of public relations and digital media tactics. The goal is to build awareness before the event, encourage registration, generate community conversation, and create follow-up opportunities that keep attendees connected to the brand after the webinar.

Pre-Event Promotion Strategy Using the PESO Model

Paid Media

Paid media will be used to increase visibility and reach people who may not already be familiar with Flight Fuel Café. The paid strategy will focus on targeted digital promotion because the target audience is local, mobile, and active on social platforms.

Facebook and Instagram sponsored posts will be used to reach adults in Lexington County, Columbia, West Columbia, Irmo, and surrounding areas. These platforms are appropriate because they allow precise targeting by location, interests, and behaviors. Ads can target people interested in coffee, small businesses, aviation, entrepreneurship, community events, veteran-owned businesses, and local dining.

Boosted event posts will be used two weeks before the webinar and again during the final three days before the event. The first paid push will focus on awareness, while the final push will focus on registration urgency.

Event listings will be placed on Eventbrite and local online community calendars. These platforms are useful because people searching for local events, business webinars, or community programs may discover the event organically.

Suggested paid content: A short 15-second teaser video featuring coffee, aviation-style visuals, and the message: “Fuel your next idea with Flight Fuel Café.”

A carousel ad showing the webinar topic, date, speaker, and registration call to action.

A countdown graphic during the final week before the webinar.

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Earned Media

Earned media will focus on generating local awareness through press coverage, media mentions, and community storytelling. A press release will be distributed to local news outlets and community publications. The pitch will position the webinar as more than a business promotion. It will frame the event as a local community and entrepreneurship story connected to coffee culture, small business growth, and Lexington County’s growing consumer market.

Potential earned media tactics include:

Sending a press release to local newspapers and digital outlets.

Pitching a short interview with Captain Jack Reynolds as the Flight Fuel Café representative.

Offering media outlets a short quote about the café’s purpose, local connection, and upcoming webinar.

Providing a media kit with the logo, event flyer, press release, and approved photos.

The earned media message will focus on the local angle: Flight Fuel Café is using a community webinar to introduce an aviation-themed coffee brand that is designed to serve busy customers while creating a sense of connection.

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Shared Media

Shared media will focus on engagement, reposts, community participation, and social sharing. The goal is to make the webinar easy for people to share with friends, coworkers, classmates, and community groups.

Platforms will include:

Instagram: Best for visual storytelling, teaser graphics, short reels, behind-the-scenes content, and countdown posts.

Facebook: Best for event pages, local community groups, family audiences, and community sharing.

LinkedIn: Best for reaching professionals, entrepreneurs, public relations audiences, and local business supporters.

TikTok: Best for short, energetic video content that introduces the brand personality and aviation theme.

Shared media tactics will include:

Creating a Facebook Event page.

Posting countdown graphics.

Encouraging followers to tag a friend who loves coffee or supports local businesses.

Sharing short videos with aviation-inspired captions.

Asking community partners to repost the event announcement.

Using one consistent hashtag across all posts.

Owned Media

Owned media will serve as the central source of event information. All paid, earned, and shared media will direct users back to the official registration page.

Owned media channels will include:

Flight Fuel Café website: The Events page will include the webinar title, date, time, summary, speaker information, registration link, and a short explanation of why the webinar matters.

Email announcement: A professional event invitation will be sent to contacts, local partners, classmates, community stakeholders, and potential customers.

Blog post or website announcement:

A short article will explain the purpose of the webinar and how Flight Fuel Café plans to serve the community.

Media room: The media room will host the press release, approved images, logo, and contact information for media inquiries.

Owned media is important because it gives Flight Fuel Café control over the message, visuals, and registration process. It also creates a professional online presence that supports public relations credibility.

Messaging Plan

Proposed Hashtag

#FuelTheCommunity

Tagline/Slogan

Flight Fuel Café: Where Coffee, Community, and Momentum Take Off.

Sample Email Invitation

Subject: You’re Invited: Flight Fuel Café Webinar

Hello,

Flight Fuel Café invites you to join us for an upcoming webinar introducing our aviation-inspired coffee concept and the community-centered mission behind the brand.

This online event will give attendees a closer look at how Flight Fuel Café plans to serve busy commuters, students, military families, local professionals, and coffee lovers throughout the Lexington County area. The webinar will highlight the café’s focus on fast service, premium coffee, and a welcoming environment designed to help people refuel, connect, and keep moving.

During the webinar, attendees will learn about the brand concept, target audience, community value, and future promotional direction for Flight Fuel Café.

Event: Flight Fuel Café Community Webinar

Location: Online

Registration: Register through the event link provided on the Flight Fuel Café Events page.

We hope you will join us for this conversation and learn how Flight Fuel Café is preparing to bring energy, connection, and momentum to the local coffee experience.

Best,
Thomas Mangum
Flight Fuel Café Project Team

Example Social Media Post 1: Instagram/Facebook

Visual: Aviation-themed coffee cup graphic with clouds, runway lines, and the webinar date.

Coffee lovers, local professionals, and community supporters, this one is for you.

Flight Fuel Café is hosting an online webinar to introduce the aviation-inspired coffee concept designed to help Lexington County refuel, connect, and take off.

Join us online and learn how Flight Fuel Café is bringing fast service, premium coffee, and community energy together in one experience.

#FuelTheCommunity #FlightFuelCafe #LexingtonSC #CoffeeCulture #SupportLocal

Example Social Media Post 2: LinkedIn

Visual: Professional webinar announcement graphic with the Flight Fuel Café logo.

Flight Fuel Café is preparing for takeoff.

Our upcoming webinar will introduce the strategy behind an aviation-inspired coffee brand built around convenience, quality, and community connection. This event is designed for local professionals, entrepreneurs, students, military families, and community members interested in the future of local business and customer experience.

Join us online to learn more about the mission, message, and momentum behind Flight Fuel Café.

#FuelTheCommunity #PublicRelations #SmallBusiness #CommunityEngagement #FlightFuelCafe

Example Social Media Post 3: TikTok/Reel

Visual: Quick cuts of coffee pouring, a laptop opening to the webinar page, aviation-style graphics, and a countdown sticker.

Your next coffee stop might be cleared for takeoff.

Flight Fuel Café is hosting an online webinar to introduce a new aviation-inspired coffee experience built for busy people, strong coffee, and real community connection.

#FuelTheCommunity #FlightFuelCafe #CoffeeTok #LexingtonSC #LocalBusiness

Media Outreach Plan

Press Release Headline

Flight Fuel Café to Host Online Webinar Introducing Aviation-Inspired Coffee Concept to Lexington County Community

Press Release First Paragraph

LEXINGTON, S.C. — Flight Fuel Café will host an online webinar to introduce its aviation-inspired coffee concept and share how the brand plans to serve Lexington County commuters, students, military families, local professionals, and coffee enthusiasts through fast service, premium coffee, and a community-centered café experience. The webinar will provide an inside look at the brand’s mission, audience, promotional strategy, and future role in the local coffee market.

Media Outlets to Pitch

Lexington County Chronicle

This outlet is appropriate because it focuses on Lexington County news, community stories, local businesses, and events that affect residents. Flight Fuel Café’s webinar can be pitched as a local business and community engagement story.

WIS News 10

This outlet is appropriate because it reaches the broader Midlands audience and covers community events, business updates, and local interest stories. The pitch should focus on Flight Fuel Café as a new community-centered brand using a webinar to connect with local residents.

Experience Columbia SC Blog or Local Event Calendar

This platform is appropriate because it promotes local attractions, restaurants, community experiences, and things to do in the Columbia area. Flight Fuel Café’s coffee and community angle fits audiences interested in local culture, cafés, and events.

Pitch Angle

The event is newsworthy because it connects several timely and local themes: coffee culture, small business development, community engagement, and the growth of local experiences in Lexington County. Rather than simply announcing a business concept, Flight Fuel Café is using a webinar to invite the public into the brand story early. This gives residents a chance to learn about the mission, ask questions, and engage with a local concept designed around convenience, connection, and customer experience.

The pitch will emphasize that Flight Fuel Café is not only promoting coffee. It is building a brand experience around momentum, community, and the daily routines of people who need a place to refuel.

Community Partnerships or Influencer Tie ins

Community Organization or Nonprofit Partner

A strong community partner would be the Lexington Chamber and Visitors Center. This organization supports business growth, community connection, and local economic development. A partnership could help Flight Fuel Café reach local business owners, professionals, entrepreneurs, and residents who support community-centered businesses.

Collaboration approach:

Flight Fuel Café would contact the chamber with a professional email introducing the webinar, explaining the value to the local business community, and requesting help sharing the event through the chamber newsletter, event calendar, or social media channels. The message would emphasize that the webinar supports local entrepreneurship and community engagement.

Local Influencer or Micro Influencer

A strong influencer partner would be a Columbia or Lexington-based food, coffee, or lifestyle creator who regularly shares local businesses, cafés, restaurants, or community events. A micro-influencer with a smaller but engaged local audience would be effective because local trust and authenticity matter more than follower count.

Collaboration approach:

Flight Fuel Café would invite the influencer to attend the webinar, share the registration link, and create a short teaser post or story. The influencer could receive a branded media kit with event details, approved visuals, suggested captions, and the hashtag #FuelTheCommunity. The partnership would focus on authentic community promotion rather than a hard sales message.

Suggested influencer content could include:

An Instagram Story countdown.

A short Reel about “a new coffee concept preparing for takeoff.”

A repost of the event flyer.

A post asking followers what they look for in a local coffee shop.

Event Registration and Follow Up Strategy

Registration Process

Attendees will register through an Eventbrite page or a registration form embedded on the Flight Fuel Café Events page. The registration page will include the webinar title, date, time, online platform, speaker information, description, and a clear call to action.

The registration form will collect:

Name

Email address

Organization or affiliation, if applicable

How the attendee heard about the event

Optional question: “What do you value most in a local coffee shop?”

This information will help measure which promotional channels are working and what audience members care about most.

Reminder Communication

After registration, attendees will receive an automatic confirmation email with the webinar link and calendar option. Reminder emails will be sent:

One week before the event

One day before the event

One hour before the event

Each reminder will include the webinar link, event time, and a short message reinforcing the value of attending.

Post-Event Follow Up

After the webinar, attendees will receive a thank-you email that includes:

A message of appreciation

A brief recap of the webinar

A survey link

A call to follow Flight Fuel Café on social media

A link to the website or media room

An invitation to stay connected for future updates

The survey will ask attendees to rate the webinar, identify what they found most valuable, and share whether they would be interested in future Flight Fuel Café events or updates.

Continued Engagement

Flight Fuel Café will continue engaging attendees through:

Monthly email updates

Behind-the-scenes brand development posts

Community polls

Future event invitations

Social media content featuring the webinar highlights

This follow-up strategy helps turn one-time attendees into long-term supporters.

Metrics for Success

The success of the Media & Promotion Plan will be measured using both quantitative and qualitative metrics.

Quantitative KPIs

Registration numbers:
Track the total number of people who register for the webinar.

Attendance numbers:
Measure how many registered attendees actually attend the live webinar.

Registration conversion rate:
Compare the number of landing page visitors to completed registrations.

Email open rate:
Measure how many recipients open the invitation and reminder emails.

Email click-through rate:
Track how many people click the registration link from the email.

Social media reach:
Measure how many people see the promotional posts.

Social media engagement:
Track likes, comments, shares, saves, reposts, and direct messages.

Hashtag use:
Monitor how often #FuelTheCommunity is used or shared.

Media mentions:
Track any news coverage, event calendar listings, blog mentions, or social media mentions from media outlets or partners.

Website traffic:
Measure visits to the Events page and media room before and after promotion begins.

Audience feedback:
Review survey responses to understand what attendees found useful or interesting.

Comment sentiment:
Evaluate whether social media comments are positive, neutral, or negative.

Media response quality:
Assess whether journalists or outlets respond with interest, request more information, or publish coverage.

Partner engagement:
Evaluate whether community partners and influencers reposted, commented, or encouraged others to register.

Brand perception:
Use post-event feedback to determine whether attendees understood Flight Fuel Café’s mission, value, and community focus.

Conclusion

This Media & Promotion Plan uses an integrated communication approach to promote the Flight Fuel Café webinar through paid, earned, shared, and owned media. The strategy combines digital promotion, public relations, community partnerships, influencer engagement, and measurable follow-up tactics. By using consistent messaging, a clear registration path, local media outreach, and audience engagement before and after the event, Flight Fuel Café can build awareness, encourage participation, and strengthen its connection with the Lexington County community.