As an early member of the Seattle Coffee Gear crew, I developed, created, and implemented its core brand identity and its comprehensive, multi-channel marketing program.
I established Seattle Coffee Gear’s blog in September 2008, managing the creation and editorial for daily posts through 2013.
Topics often featured the video content that I created, but we also featured weekly recipes, monthly reviews of equipment by a novice barista and coffee industry news.
Coffee 101 was a three-part series of collateral designed to look like an educational primer.
I researched and wrote the content for all three pieces, then worked with a freelance designer to produce these pieces. They were available digitally as well as as printed fliers distributed in the store.
As part of a customer education initiative, these how-to guides were developed to provide folks with an easy reference guide in caring for their espresso machine.
I developed the content and provided guidance to the freelance designer, resulting in a print-ready postcard sized piece that was included with all new espresso machine purchases.
I came up with the concepts for these three infographics, designed to provide more information to our customers about coffee, the different types of drinks and how much they’d save on making their coffee at home.
I researched all of the information referenced on these infographics, wrote the copy and worked with a freelance designer to produce print-ready versions of these pieces.
The Big Directory of Coffee Drinks was also produced as a full size wall poster that was available for sale.
I founded Seattle Coffee Gear’s YouTube channel, establishing the brand tone, editorial calendar and production approach.
Throughout my tenure, new videos were posted Monday through Friday, and topics included product reviews, buyer’s guides, technical tips, recipes, how-to guides, interviews with industry experts, and field trips to different places of interest.
Our channel became so successful within this niche industry that we were regularly approached by product manufacturers to provide product reviews and assist with new product testing and launches.
The channel grew organically to nearly 25k subscribers and nearly 2 million unique views.
I managed the transition of Seattle Coffee Gear’s website from a Volusion platform to a Magento platform.
I devised the user experience, navigation, product presentation, and coordinated the rewriting of nearly 3k unique product descriptions.
