Paid media is traditional advertisement where the company has complete control over the content, frequency, and reach. Zion does not appear to utilize a significant amount of  traditional paid media. Their website features products they sell and their brand’s ethics, but there is not much blatant, traditional advertising. Their social media advertises their products by showcasing them through pictures posting members of the community enjoying their products and the community’s coffee bar relationship. 

The Zion website utilizes earned media because they have a section on their website with a few third party press releases. A third-party endorsement characterizes earned media, and it is the most credible component of PESO. These articles allow people to learn about the relationship Zion Coffee Bar has with the community and showcases their mission. 

Shared media appears on the Zion website through the use of social media channels linked at the bottom of the page, and this gives their audience a chance to view their products and space in various forms of media. Overall, it provides an audience with easier access to their content and expands the company’s reach. Zion uses owned media because they feature a documentary that the Zion company produced and therefore had a large amount of input in the creative process. This documentary is considered owned media because it expands on Zion’s platform and connects to the community outside of its website. Their website as a whole is also an example of owned media. 

One aspect I notice about their Instagram is that they feature people in their stories and posts. This tactic shows their emphasis on using their coffee to build community. The hashtag #thefacesofzion feature their employees and customers. A lot of their content stresses the importance of enjoying the simple joys in life and positivity. This content is consistent with their website because their advertisements reflect the value of building community through their products rather than the perspective of just trying to persuade consumers to buy their coffee. 

Zion Coffee Connects Customers to the Other Side of the Cup