Two years ago I started learning and working along the Storybrand (Donald Miller) framework of marketing. I applied this to Phoenix Roasters, a growing coffee company in Atlanta that works with large conferences like Catalyst, Orange, and Leadercast, providing specialty coffee along with dignified employment and missions all over the world. I refocused and changed all of our marketing.
One-liner I developed for Phoenix Roasters:
With millions of families caught in a cycle of poverty, Phoenix Roasters provides dignified relief and hope through the sale of excellent coffee.
I also developed a Brand Script for Phoenix using the Storybrand non-profit model since we are a corporation with a cause:
Phoenix Roasters Brand Script
- The people we help want dignified solutions to the cycle of poverty for their families and communities.
- External problem: lack of resources, education. Internal problem: hopelessness Philosophical problem: desire to see better opportunities and future for families and children.
- Phoenix Roasters believes all people deserve the best opportunities and hope for their families and communities. We have a history of generosity in business that contributes to human dignity, relief, and missions at every point of intersection with our company.
- Our plan: 1) Direct relationships with indigenous, missional coffee farmers, 2) Roast and sell the top 1% coffee in the world, and 3) Provide local and global dignified relief
- Your part: Drink Phoenix Roasters #CoffeeThatMatters. Get involved in the following three ways: 1) Buy our coffee, 2) Partner with us as a business or church, and 3) Go with us on a trip to the coffee farm
- The people we help will enjoy 1) Dignified employment with sustainable living wages, 2) Raised education level for children, and 3) Stability and hope for families and communities
- Without your help, these people will continue to suffer from 1) Unemployment or slave wages, 2) School dropouts leading to child labor, and 3) Broken families stuck in the cycle of poverty and hopelessness.
Website I designed with 5-second rule in mind, and wrote/edited much of the verbal content on the site (chose pictures but did not develop graphics):
Phoenixroasters.coffee
Worked the hardest on top page of the website:
The marketing company that built our website (per our design) entered it into a contest and it won an award:
https://www.horizoninteractiveawards.com/winners/details/Phoenix-Roasters-Website-Design-Development
I’ve also used Storybrand and other materials to improve the content on our emails, which I write. Here are some recent samples:
One type of sales email (value/vision):
No great cause is worth a sorry cup of coffee.
We all love to take part in great causes, give our money or time to make good changes in this world. All too often, companies or charities package products that are overpriced or second rate with those causes.
From day one, Phoenix Roasters has had a standard of excellence in roasting and selling specialty coffee. Excellence in the bean, in the roast, in customer service, and in the taste to the consumer.
Yes, our coffee is changing the world in so many ways – church planting, missions, dignified and sustainable wages on the farm, working to end homelessness and sex trafficking in the US. That is part of our standard of excellence, that our business transactions and your consumer choice matter more than simple profit. #CoffeeThatMatters
But we all want great coffee. We will continue to bring you specialty coffee that tastes smooth and amazing and isn’t overpriced.
Check out our amazing coffee and other products here:
https://phoenixroasters.coffee/
Because no great cause is worth a sorry cup of coffee.
For the Kingdom,
Britt Mooney
678.943.3804
Value/story email about one of our partners:
Passing on a kiss on the cheek …
Rich’s life was changed by the love of an old lady at church.
At ten years old, Rich looked forward to getting his haircut with his dad on Sunday. But his father kept finding himself interested in the church across the street from the barber. Much to Rich’s disappointment, his father decided they needed to visit that church.
An old woman, Mrs. Crabtree, saw them in the lobby of the church and called Rich over. He didn’t want to go. She seemed old and crabby, like her name. But when he did, she embraced him and kissed him on the cheek.
And for a 10 year old boy without a mother to tuck him in at night, he looked forward to going back to church because that woman showed him love.
Rivers Crossing began 11 years ago with Pastor Paul Taylor and moved into a defunct movie theater in Mason OH over 7 years ago. And they’ve kept growing to over 3000 attenders every Sunday.
Their vision statement is, “Ordinary people seeking extraordinary lives.” They reach out for transformation in the church, the community, and overseas with missions to places like Guatemala.
Rich, that 10-year-old boy, is now the Director of Guest services at Rivers Crossing, and this verse is his focus from Jude: “On some having compassion, making a difference.” With that compassion in mind, Rich works with his team to give every visitor to the church the experience of love and acceptance he remembers from Mrs. Crabtree.
And a part of that experience is excellent coffee that tells a compassionate story.
Rivers Crossing serves 10 thousand cups of coffee a month, and when they write the check for that amount of Guatemalan Phoenix Roasters coffee, they do it with joy. Because not only is Phoenix amazing quality, our story of compassion and the Kingdom goes perfectly with their mission to be extraordinary and making a difference with compassion. They see every week and every service how we are #CoffeeThatMatters.
We love partnering with Rivers Crossing. Their heart for evangelism, compassion, the community, and missions are what we believe in as well. We celebrate with them that they continue to grow in living an extraordinary testimony.
Check out Rivers Crossing here: https://riverscrossing.com/
Get started with #CoffeeThatMatters here: https://phoenixroasters.coffee/
How are you endeavoring to live an extraordinary life in faith? Let us know how we can pray for you, too!
For the Kingdom,
Britt Mooney
678.943.3804
Another value email:
He thought his life in ministry was over …
George Cargill felt a call to pastor for a second time. After burning out in ministry in his twenties, George climbed the ladder in business and was making good money when God broke his heart and brought him back to his call.
George rearranged his life and became a pastor once more.
Years later, his church forced him to retire.
But he didn’t feel done. He knew God had more for him to do. He didn’t give up. He didn’t settle down.
And in the following years, God opened doors for George to have an even greater, Kingdom focused ministry than ever before to the Gospel-hostile 10/40 window.
Hear Pastor George talk about his story on the Kingdom Over Coffee podcast:
There’s no retirement in the Kingdom of God. For those who are disciples of Jesus, we continue to learn and bless others. The ways may grow or adjust as we mature, but we are always about our Father’s business.
At Phoenix Roasters, we see people go on mission trips with us at an older age, when most people call them crazy for traveling around the world, and find a new home in places like Guatemala and Panama. Other older saints feel a call to take on the coffee ministry at their church because they believe in the mission of #CoffeeThatMatters.
Young or old, our abilities or limitations don’t matter. We minister by his power and grace to give glory to the Father. God wants to use us where we are right now.
Let us know how we can pray for you as you seek God’s leading to give grace where you are.
For the Kingdom,
Britt Mooney
678.943.3804
Another sales email (this one boosted our K-cup sales for 2-3 months by 25%+):
Excellence and mission in a single cup.
K-cups notoriously use old coffee and toxic materials, rarely making for a great cup of coffee. Because of Phoenix Roasters’ commitment to excellence, we waited until we could find a K-cup solution that worked for us.
We did find that solution – a way to place FRESH coffee into a recyclable plastic cup. Now our partners and customers can enjoy #CoffeeThatMatters in K-cup format without compromising quality or integrity.
Not only will you still enjoy the aroma and flavor of top specialty coffee, you continue to be partners with us in the mission to bring dignified relief and hope in the US and around the world through sustainable wages on the farm, missions, church planting, working to end homelessness in Atlanta, and more.
Excellence and mission in a single cup.
We have a 10% coupon for K-cups for one week only! A great deal for the summer. Just use this coupon KCUP10 at checkout and all of your K-cup items will be 10% off!
Go to this link and order before the coupon expires June 20.
https://phoenixroasters.coffee/product/k-cups
For the Kingdom,
Britt Mooney
678.943.3804
I also wrote/revised the script for our recent Nitro video:
It’s a game changer.
Rise to a whole new level with Phoenix Roasters Nitro Craft Beverages.
We begin with our top ranked #coffeethatmatters, brewed cold over hours for a more intense, robust flavor. When cold brew meets nitro infusion through our patented technology, it creates a smooth powerhouse drink with 30% more caffeine but without the bitterness of regular coffee.
The best solution for nitro infusion.
Along with our Honey Black, Stout Truffle, and Caramel Vanilla coffee flavors, we feature several unique nitro beverages like the Blonde Blueberry Basil, the Killer B’s.
Go to www.phoenixroasters.coffee and find where you can enjoy Phoenix Roasters Nitro Craft Beverages at a location near you.
And the script for a promo video a couple years ago for Orange Conference:
More than ever, people are asking, “What do I do that matters?”
Phoenix Roasters deals directly with missional farmers, paying them exceedingly more than Fair Trade. Our farmers are more than business partners; they are like family to us.
Their farms in Guatemala, Panama, and Honduras grow the top specialty coffee in the world.
We roast, bag, and sell the coffee.
But it’s not about coffee.
Our coffee funds missionaries, orphanages, and other relief around the world.
Here in the US, we plant churches and support efforts to end homelessness, sex trafficking, and much more.
We are Phoenix Roasters. A great cup of #coffeethatmatters.