Hope House Espresso
SUNSHINE COAST, AUSTRALIA
My first ever client was Hope House, a not-for-profit organisation focusing on helping women in domestic abuse situations. Despite their impactful mission, they struggled to build a strong social media presence and effectively promote their cause. This challenge led to difficulties in generating enough income to cover staff wages and sustain essential services.
Their goal was to refine their social media strategy, expand their reach beyond the initial focus on mums and babies, and engage a broader audience. By increasing visibility and fostering community involvement, they aimed to raise the funds necessary to keep their operations running.
Content Creation
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The Run Club.
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Showcasing products.
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Introducing New Products.
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Networking with local groups.
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![Latte art]()
Coffee.
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The Baristas.
Content Strategy
To help my client strengthen their social media presence, I developed a content strategy that showcased the café’s high-quality offerings without leaning too heavily on the charity aspect. I focused on highlighting the café's signature products—rich coffee, delicious cakes, and the unique run club that brought the community together. By creating visually appealing posts that featured the café’s baristas in action, the inviting atmosphere, and mouth-watering treats, we ensured the content aligned with the café's premium vibe.
The goal was to position the café as a local hotspot that happened to support a meaningful cause, rather than simply being viewed as a charity.
This strategy helped challenge the stereotype that social enterprises can't serve excellent products, leading to greater engagement and a boost in both foot traffic and online donations.
I also shifted the focus away from emphasising mums and children, as it was too niche and limiting the café's appeal. Instead, I repositioned the content to highlight the café’s welcoming atmosphere, quality coffee, and the vibrant run club, making it more inclusive to a wider audience—such as young professionals, fitness enthusiasts, and local coffee lovers. This change helped attract a broader customer base while staying true to the café’s mission, boosting both foot traffic and engagement.
Networking
To expand the café’s customer base and engage a new demographic, I initiated a strategic partnership with a local run club that met every Wednesday. This collaboration provided an opportunity to connect with a younger, active audience, who might not have otherwise considered the café. I implemented a loyalty program offering run club members a 15% discount on their visits, incentivising repeat business and encouraging them to bring friends along. Additionally, we collaborated on social media posts to further increase visibility, driving traffic to both the café's and run club’s social pages. This initiative successfully boosted foot traffic, expanded the café’s reach, and reinforced the connection between health, community, and the café's mission.
Product Development
As part of the café’s strategy to stay on trend and attract a broader audience, I introduced a matcha range, capitalising on the growing popularity of flavoured matcha drinks in Australia. After researching consumer preferences, I developed and refined the recipes for our strawberry and mango matcha beverages. These new offerings were promoted across multiple social media channels to generate excitement and drive sales. During lunch week, the matcha range accounted for 40% of total sales, demonstrating the strong demand for these innovative, flavourful drinks and the success of the product development initiative in boosting both customer interest and revenue.
Social Media Feed Design
BEFORE
The original feed focused heavily on a community-driven, motherhood-centric aesthetic, featuring many images of mums and babies alongside coffee-related gratitude quotes. While this created an emotional connection and a warm, inviting atmosphere, it lacked a strong product focus. The overuse of text-based posts and lifestyle imagery diluted the brand’s coffee identity, making it feel more like a social space for families rather than a go-to destination for coffee lovers. The content was engaging for a niche audience but didn’t align with the broader market of coffee enthusiasts the brand wanted to attract.
AFTER
The redesigned feed shifts towards a sleek, modern, and coffee-first aesthetic, placing the product at the centre. High-quality images of iced lattes, pastries, and coffee-making processes create a more aspirational and trendy feel, aligning with the café culture popular on Instagram. The introduction of dynamic video content, balanced compositions, and minimal yet stylish text posts makes the brand feel more premium and engaging. This transformation effectively positions the café as a must-visit spot for coffee lovers rather than just a community hub, elevating its presence and appeal to a wider audience.
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Before
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After
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![Before]()
Before
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After
Client Marketing Hub
I provide each of my clients with a link to their own marketing hub when they have access to content plans, analytics reports, branding information etc. Below is a Quick Look at what this looks like for a client.
(some information has been removed for client privacy)
HH Marketing Dashboard
Onboarding Documents
Content Schedule
Platform Performance