Eric is right—I should sell the ring. Whether it was Neil’s guilt for making me wait so long to get engaged or an act of true love, the result was a very expensive ring from Tiffany’s. I’m surprised he didn’t ask for or expect it back. Perhaps he considered this the payoff for his sins. Whatever the reason, I’m getting rid of the thing. And I’m going to use the money to follow my bliss, probably all the way to Bali where I would have loved to go for our honeymoon. He stole joy from my life, but this ring will give it back to me. The first thing I’m doing tomorrow is getting the sucker appraised.
With a plan in place and a fire in my belly, I feel like it’s the perfect time to attack a marketing plan for The Cauldron. There’s a new bitch in town, and she’s going to rock her life by starting a consulting business that will give her flexible hours and enough income to travel.
ON MONDAY MORNING, I’m nervously sitting across from Eric at The Cauldron. I’ve handed him a proposal outlining all my marketing ideas for his business, and I’m hoping he’ll be as excited by them as I am to get started.
“I think the big message for you and your business revolves around community,” I begin. “With that in mind, we need to start by revamping your website and setting you up with a Facebook page, a Twitter account, and Instagram so you can interact with The Cauldron’s community. Let’s be honest, social media is where we get most of our news and information, and it’s less expensive than print advertising or direct mail. Though some strategically placed ads in some of the local papers can’t hurt as a way to ensure we can get any press we need later on.”
“Okay, okay.” Eric nods along as his eyes scan my proposal.
“The website will have the basics: each location’s menus and any specials, as well as addresses, hours, and any special events posted. We can also do full descriptions of your coffee beans. We’ll encourage people to follow us on Facebook and Twitter for more updated information and specials. On Facebook, we’ll post something newsworthy about the shops, maybe do employee profiles. Maybe even regulars’ profiles. We can expand that to where you’re sourcing your coffee. It’s about what you’re building here and how you envision The Cauldron to be part of the larger community, which we’ll communicate visually with Instagram. Then for Twitter, we’ll link to new content on Facebook. We’ll also tweet any special deals or menu items that day, and special events, of course. Maybe do some inspirational quotes because people love that. We basically want to convey your values and what makes you and The Cauldron so great.” I give him a big smile before continuing.
“And I think it’d also be great to engage the community on a real and not only a social media basis. Perhaps support local artists by letting them use your walls as their gallery. Invite local musicians, acoustic preferably, on Friday and Saturday nights to showcase their music. And since we’re past the grand opening stage, maybe do an ‘open house’ for the neighborhood to taste samples and maybe offer prizes. Perhaps your professional coffee taster friend can do a ‘coffee tasting’ event like a wine tasting, explaining the different flavors and get people hooked on your coffee and delicious healthy scones.” I grin. “We could set up a loyalty program with cards where the tenth coffee is free. And, oh!” I clap my hands. “And maybe get active in the community to give back, such as participating in local sporting events and have a Team Cauldron Coffee or something.”
“Are you sure you want to switch careers? Because you seem pretty enthusiastic about this.” He laughs with a twinkle in his blue eyes.
“Well, what do you think so far? And mind you, this is just a proposal. You don’t have to implement everything.”
Eric has let me speak without any interruptions or questions, and I’m not sure whether this is a good or bad sign. He sets the proposal down on the table and leans back in his chair and gives me a serious look. Oh boy. I find myself holding my breath.
“Everything sounds so great that I want to implement it all,” he says.
Phew! I let myself relax.
“If I could manage all these things and manage the coffeehouses I would, but I can’t. I need someone else to handle all of this,” he says. “Is this something you could do full-time? I obviously can’t pay you the same salary you were making, and I know you’re looking to do something different, but it would just be to get the ball rolling, and then we can figure out the rest from there?” His eyes look hopeful.
I think about my ring and upcoming trip. But most of what I proposed to Eric, I can do in my sleep; and with an internet connection, I can work from anywhere.
“Of course! I’ll set all this up and manage it. I can tweet and Facebook as you, and all you’ll need to do is review everything either before I post it or at the end of the day to make sure it’s what you want out there. And if not, then the delete key is your friend.” My mind is already spinning with press releases and maybe a local piece on Eric.
“Again, I love all these ideas, and, yes, let’s do it all. I’ll leave it up to you.” He leans forward, folding his hands on the table. “So how do you want to do this?”
After some discussion, we decide that I’ll be paid hourly as a consultant and that I’ll put my contact information on the website as Publicity and Community Relations Manager. Just like that, I’m employed again, and I can’t wait to get started. Sure, it’s not my old salary, but it’s a step in the right direction (hopefully one client leads to another!), and I’m excited.
Although I thought I had soured on public relations, I have to admit that I’m more excited about this job than I ever was at PR Worldwide. The closest I came to this level of excitement was when I helped with the sponsorship programs for kids. I spend the rest of the week working on The Cauldron’s website, setting up social media accounts, and putting together a press release on the latest opening and how Eric plans to use the space to serve and support the community by inviting local artists and musicians to showcase their work. I also update my LinkedIn profile with my new consulting business, and create a website and new business cards for myself. By Friday, when I meet up with Jordan for the first time after our spa trip, I can’t wait to update her on my life.
“SO YOU WENT from semi-comatose and depressed to fully employed, happy, and full of purpose in a matter of a week? Who is this guy?” she asks, as we sip bubbly at Pops for Champagne near her office.
“You can go to the website and see.” I type The Cauldron’s website into my phone and hand it to her. On the website, I included a photo of Eric doing his CrossFit volunteer work to demonstrate his commitment to community.
“Um, yes, please. Are you sure you’re trying to sell coffee?” Jordan raises a naughty eyebrow. I make a reach for my phone and she jerks it away. “Not yet. I’m not done looking at the man candy.”
I roll my eyes and laugh. “Yeah, he is pretty great to look at.”
“So why are you working for him and not dating him?”
“Besides the fact that I’m not ready?” I give her a pointed look. Jordan, of all people, should know that I’m still fragile on the romantic front. “And it’s not like that. And even if it were, the potential for major awkwardness makes it not worth pursuing. Now that he’s my employer, he’s definitely off limits.”