Bloom Coffee — Annual Marketing Plan

Direct-to-consumer specialty coffee, roasted weekly.

FY 2026Owner: Marketing

Prepared by: Growth Team | Budget: $540k | Focus: retention + subscription

Executive summary

This plan grows Bloom Coffee by deepening the relationship with home brewers rather than chasing one-off sales. The strategic bet: subscription-first. Our best cohort already returns, and a recurring order is the single fastest path to predictable revenue and a lower acquisition cost.

We will pair a sharper brand voice around "freshly roasted, delivered weekly" with a content engine that makes Bloom the roaster people recommend. The full plan targets a 35% lift in subscription revenue and a 15% improvement in return on ad spend.

North star: active subscribers × average weekly spend. Everything in this plan moves one of those two numbers.

Marketing objectives & KPIs

Objective	KPI	FY target
Grow recurring revenue	Active subscribers	+35%
Efficient acquisition	Return on ad spend	+15%
Deepen loyalty	12-mo retention	≥ 68%
Win at gifting	Gift subscription revenue	2x

Target segments

Segment	Profile	Job to be done	Key message
The At-Home Barista	Breuse daily, owns a grinder	Consistently great espresso	Roasted to your dial, weekly
The Ritual Seeker	Values morning routine	A dependable bright start	Slow coffee, fresh ritual
The Gift Giver	Buys for others	A thoughtful, easy present	The gift that keeps brewing

Brand positioning

For home brewers who want freshly roasted coffee without the hassle, Bloom is the specialty roaster that delivers a small-batch roast to your door within a week of the roast date. Unlike grocery-store coffees, Bloom's freshness window is non-negotiable, and every bag tells you the day it was roasted.

Our voice is warm, precise, and a little nerdy about the bean — never fussy.

Channel strategy

Channel	Role	Budget	Primary KPI
Email + SMS	Retention engine	$70k	Repeat order rate
Paid social	Acquisition	$160k	CAC · ROAS
Content + SEO	Organic & SEO	$90k	New subscriber attribution
Influencers	Proof	$100k	Brand searches
Retention/program	Loyalty	$60k	12-mo retention
Contingency	Test & learn	$60k	—

Content pillars & calendar

Three pillars: Freshness promise, Ritual & how-to, and The people behind the bag.

Month	Theme	Hero asset	Campaign
Jan	New Year, New Ritual	Brew guide video	New-sub discount
Mar	Freshness Week	Roast-date explainer	Roast-to-door race
May	Gifting	Gift box unboxing	Mother's Day kit
Sep	Harvest season	Origin story film	Limited single-origin
Nov–Dec	Holiday	Gift guide	Subscription gifting push

Seasonal campaigns

Freshness Week (Mar): a week of content proving our roast-to-door speed, with a limited free-shipping offer.
Harvest Launch (Sep): a drop of one exceptional single-origin, sold as a ritual, not a product.
Holiday Gifting (Nov–Dec): the subscription-as-a-gift push, supported by a bundled gift box.

Budget allocation

Line	Amount
Paid media	$160k
Influencer	$100k
Content & SEO	$90k
Email/retention	$70k
Loyalty program	$60k
Contingency	$60k

Measurement

Weekly dashboard: subs added/removed, RR (repeat rate), ROAS by channel, CAC.
Monthly: retention cohort curve, gifting revenue, brand-search volume.
Quarterly: full KPI review against the objectives table above.

This is a Corple demo document for the AI Build platform. All brands, figures, and metrics are fictional.