Guillam CH Case Study

Role: Digital Marketing Specialist

Guillam was established with the goal of creating a welcoming and comfortable environment where customers can enjoy some of the finest coffees available. I began as a digital marketing specialist, managing social media, running email campaigns, and overseeing SEO efforts.

Challenges:

• Google Business Account: Guillam Coffee House had two locations, but the second location was not showing up on Google search results.
• Google Ranking: Neither of the two locations ranked on the first page of Google search results — especially problematic for the newer, second branch.
• Product Sales: Guillam launched an e-commerce website to sell specialty coffees and teas, but online sales remained low compared to in-store purchases.
• Understaffed Marketing Team: We realized — a bit too late — the need for a graphic designer. Up until then, we had relied solely on our photographer. When faced with urgent packaging design requests from the printer, this became a pressing issue.
• Unused Email List: Guillam had been using Blast.co to collect customer emails from patrons accessing the café’s Wi-Fi. However, this list of over 5,000 emails had been left unused.

Actions:

• Google Business Account:
  • After resolving technical issues to properly add the second location to the Google Business account, I initiated SEO efforts to improve the ranking of both locations on Google’s first search page. These efforts included optimizing the website, launching backlinking campaigns with local e-newspapers, and participating in awards and competitions to build credibility.
  • I also leveraged the previously unused email list and launched a targeted campaign through HubSpot to guide potential patrons down the funnel and encourage Google reviews.
  • Within the first quarter we garnered 150 new reviews and improved the visibality with 50% in the second branch.
• Google Ranking:
  • Building on the initial SEO actions, backlinking campaigns proved to be the most powerful tool for improving our Google Business ranking. Guillam was featured in local e-newspapers and listing websites, highlighting our coffee beans’ origins and listing us among the best local coffee shops in London.
  • Additionally, we used the website to share our story, behind-the-scenes videos, and user-generated content — all of which helped improve SEO and engage our audience.
• Product Sales:
  • To address low online sales, I launched email campaigns targeting existing patrons to inform them about our new specialty coffee and tea products. This effort achieved an 83% open rate in the first month alone. and 43% click -through rate.
  • I also built sales and nurturing campaigns for new customers through HubSpot, which led to a 250% increase in online sales within the first quarter.
• Organic Engagement:
  • Guillam already had a strong community and organic engagement, and my goal was to maintain and grow that momentum. I focused on Instagram Reels and Stories to showcase our team dynamic, coffee art, and behind-the-scenes baking.
  • Our most successful initiative was the weekly storytelling series, where we shared the origin and background of each coffee bean from around the world — creating an authentic connection with our audience.
  • Results:
    • We witnessed an increase in organic engagement by 60%.
• Graphic Design Substitute:
  • As necessity demanded, I stepped in to handle urgent graphic design needs — despite my hand-to-eye coordination not being my strongest suit! Using Canva (and a bit of panic and tears), I managed to design packaging for new product lines, Guillam’s Employee Handbook, and a product catalog — all within tight deadlines.

“Learning how to design and match Guillam’s aesthetic was one of my greatest challenges — and definitely the most rewarding. Although, I have to admit, I might have developed a slight Canva addiction.”

Achievements:

Introducing the 2021 Best Local Coffee Shop Award

One of my proudest moments at Guillam Coffee House!
As part of our SEO efforts, we decided to apply for local coffee shop awards to strengthen our reputation and online presence.

To encourage our community to vote for us, I launched our biggest email campaign yet: “100 Free Drinks!” — inviting patrons to vote in exchange for a free coffee. We definitely exceeded that number by miles (sorry, Mr. Fathalla!).

Alongside our amazing PR manager, we ran a full campaign with videos, photos, and organic social media content to rally coffee lovers around us.

And it paid off — we won!