Case Study
Turning Story Into Sales for a Purpose-Driven Coffee Brand
Coffee companies do not fail because they lack passion or quality.
They struggle when their story is fragmented or buried under day-to-day demands.
This approach works because it:
Treats marketing as a system, not a series of posts
Honors hospitality and community, not just algorithms
Builds trust over time through consistency
Connects story directly to sales, not just awareness
If you care about craft, community, and long-term brand health, this model fits.
About Tenfold
Tenfold Coffee Company is a specialty coffee roaster and café business based in Houston. It focuses on sustainable sourcing, in-house roasting, and coffee education, operating multiple locations that serve both serious coffee enthusiasts and casual guests.
Tenfold Coffee Company is a values-driven specialty coffee brand with a strong in-store experience, loyal customers, and a clear mission.
But like many growing coffee companies, they faced a familiar tension:
Their story mattered, but it was not consistently communicated
Marketing felt reactive instead of intentional
Email, social, website, and in-store messaging were not fully aligned
Growth depended too much on the founders’ time and attention
The Challenge
Rather than chasing trends or posting for the sake of posting -
I built a communication system that connected Tenfold’s purpose to real business outcomes.
The Creation of a Digital Strategy & Communication System
I created a purpose, process, and system to utilize each of Tenfold’s channels with intentionality. We clarified Tenfold’s voice and story so it could be communicated consistently across every touchpoint. Social, email, website, and in-shop messaging all began telling the same story, just in different ways.
Ongoing Management of Communication Channels
I managed and created content across platforms with intention. Social media, blog content, campaigns, and internal communications were planned in advance and aligned with business goals.
Website Strategy and Redesign
We redesigned Tenfold’s website to guide visitors with clear pathways. Buying coffee, signing up for emails, learning the story, or attending events all became easier and more intuitive.
Email Marketing as a Revenue Channel
Email became a primary storytelling and sales channel. Through strategic campaigns and consistent communication, Tenfold’s email list grew significantly and contributed directly to online sales.
Leadership Collaboration
I worked closely with leadership to ensure marketing decisions supported the bigger picture, not just short-term visibility.
The Result
While every coffee brand is different, this system produced meaningful outcomes for Tenfold:
Stronger brand clarity across all channels
Tripled Tenfold’s email list
13x online sales
Implemented and created an over 5k customer text message communication system.
More consistent customer engagement, both online and in-store
Reduced marketing chaos and decision fatigue for leadership
Most importantly, Tenfold’s story became a growth asset, not just a nice idea.
How I Help Coffee Companies (and What to Do Next)
I partner with coffee brands that care deeply about craft, hospitality, and community but want their marketing to actually work.
My role is to help you build a clear, sustainable communication system that supports growth without adding noise or burnout. That typically looks like:
Clarifying your brand story so customers immediately understand who you are and why you matter
Building email and website systems that drive real engagement and sales
Creating and managing content that feels human, consistent, and aligned with your values
Establishing marketing rhythms so you are proactive instead of reactive
If this sounds like what your coffee brand needs, the next step is a simple conversation.
We can talk through where you are, where you want to go, and whether this approach is a good fit.