Talitha

We amped up Talitha’s in-person presence all across San Diego. Over 12 months, we executed 49 (!) Talitha-branded events: booth appearances, coffee donations, sponsorships, and unique in-cafe gatherings. These reached an estimated 74,000+ people.

How does a marketing agency run events? Smartly, of course; we coordinated full-funnel campaigns with social countdowns, Facebook events, targeted email blasts, and outreached to local schools and businesses.

We also built an event-operations infrastructure from scratch: partnership screening and engagement, day-of logistics, Square POS coupon tracking, and ROI that was measured all the way back to each cash register.

The brand’s pre-existing content consisted mostly of polished stock-style imagery. We rebuilt Talitha’s content engine to be centered around memorable brand traits, leaning on people-first storytelling (e.g., founder interviews, barista and event spotlights, etc.).

Talitha events became a content flywheel; every Talitha booth, product launch, and cafe moment was converted into social content.

When Omni Common began, Talitha’s cafes had effectively no local SEO.

So we built their local SEO signals from the ground up: Google Business Profile optimization across all cafe locations, Apple Maps listings, SMS and email review campaigns for Google and Yelp, BrightLocal citation building per location, neighborhood city pages with embedded Google Maps, neighborhood blog content written by real locals, and a Homepage/About redesign that leads with the cafe and local brand story, rather than through a national ecommerce lens. Phew!

Talitha had discovery and checkouts. What was truly missing was the mid-funnel, so we built it.

We built an email marketing engine in Klaviyo + Square POS from scratch — not by touching their existing ecommerce flows, but by developing a content strategy around what we discovered Talitha customers actually wanted from the brand: insight into the mission, and how Talitha was making a difference.

All that content tied directly into the Community Growth Engine idea. We used email and SMS as a direct event-attendance acquisition channel, communicating loyalty promotions to encourage cafe visits with incentives and urgency, and we set up customer-review request flows. (Not to mention we also ran Paid social awareness-and-traffic campaigns, which drove Google Business Profile clicks at $0.12 CPC while reaching 25,000+ people per week.)

Our PR strategy focused on getting Talitha covered as a coffee brand with a mission, a meaningful differentiator.

This angle resulted in dozens of prominent news placements, including Travel + Leisure, The Manual, Perfect Daily Grind, Yahoo, MSN, and a live FOX 5 segment. We also designed and released a “San Diego State of Coffee” report consisting of proprietary data, positioning Talitha as a local industry voice.

Influencer marketing was our single exception to the all-local strategy. In fact, it became the single biggest driver of Talitha’s DTC ecommerce growth.

In one example, we landed and ran a flagship partnership with New York Times best-selling author and famed podcaster Jen Hatmaker, coordinating with her team across an ongoing campaign that drove hundreds of direct product sales. We knew that for a purpose-driven brand, the right creators don’t just sell things — they carry a mission to aligned audiences nationwide.