The Coffee Commune – Driving message through brand, redefining unique value proposition to transform purpose led member model and brand integrity

The Coffee Commune required a transformation of its brand and membership model, engaging my services to spearhead a comprehensive overhaul for members and the brand. Guided by the clear vision of founders Gianna and Phillip Di Bella, the mission was to assess the current model, develop a renewed membership value proposition, and chart a new direction to address industry needs while fostering the continued growth of The Coffee Commune community.

The task at hand involved reimagining the dynamic interaction between members and partners within The Coffee Commune. This required a comprehensive rewrite and reconstruction of the membership model, with a primary focus on ensuring it not only meets but exceeds the expectations of individuals in the coffee and hospitality sector. The objective was to create a membership structure that goes beyond mere functionality, providing a meaningful and enduring impact, along with a clear sense of purpose for those involved in the industry.

This detailed process included reimagining the approach to attract members and strategic partners, specifically how partners could better serve members in navigating product selections, accessing support services, enjoying discounted offers, and adopting new technology for better business outcomes. This also involved ensuring that the vast brand and media assets were connected across the business, all positioned to reflect a consistent message and brand strength, using the voice and insights of partners to share new insights, trends and innovations.

An essential element was writing and creating the member and partner journey, which would be integrated into a new CRM system. This new language was also rewritten throughout all content, woven through social media, promotional paraphernalia, and the website, forming a refreshed brand positioning statement. This innovative process and system paved the way for a more streamlined and consistent approach to engagement and retention outcomes with new partners introduced to the community showcasing their products and services that solve some of the biggest challenges in the industry.

The outcome is a team that is clear on purpose, equipped with integrated tools and assets, ready to implement the curated, carefully designed member and partner model journey that delivers tangible outcomes. This not only forms a robust foundation for the present but positions The Coffee Commune for sustained success in the years to come, serving as an industry representative delivering meaningful solutions for the sector.

Building an ecosystem of support, growth and sustainability for Hospitality, business and supply network

During some of the hardest times for the hospitality industry during COVID-19 pandemic, I undertook a mission fueled by a deep-seated desire to make a difference. Fresh from the Caribbean and just days before Australia’s borders closed in March 2020, the urgency of the situation drove me to seek a project that could genuinely support businesses navigating these turbulent times.

This quest led me to Foodie Coaches, a new hospitality coaching organisation poised for growth. Recognising the profound difficulties faced by the industry, I proposed a strategic partnership initiative to broaden reach and enhance brand credibility. Simultaneously, I crafted a Member Retreat blueprint, aiming not just to provide support but to foster a collaborative and resilient ecosystem capable of withstanding the unprecedented challenges of the pandemic.

Initiating these frameworks and partnerships became a deeply personal mission — a commitment to engaging partners across the sector, initiating collaborative initiatives for industry support, and designing Member Retreats that would leave an indelible impact on hospitality business owners. Embracing this challenge, Foodie Coaches entrusted me with a mission. Together, we set out to reshape how the industry coped with the challenges of COVID-19. The strategic partnership with the Restaurant and Catering Association of Australia became a linchpin, enabling us to deliver vital tools to thousands of Australian hospitality businesses precisely when they needed it the most.

While the webinar series may have concluded, its legacy endures as a testament to the collective commitment to the resilience and growth of the hospitality sector. Joining forces with Foodie Coaches allowed me not only to contribute to a transformative initiative but also to be part of a community that thrived in the face of adversity.

A ten year labor of love, success and cold hard reality…Seasons & The New Spanish Bar & Grill

In the heart of the historic Mildura Grand Hotel, an opportunity emerged with the availability of two underperforming venues. Recognising a market gap and leveraging our combined skills and intimate knowledge of the region and venues, my husband Andy and I quickly turned our vision into reality – and jumped all in!. Despite the potential risks tied to hotel occupancy fluctuations, the economic climate and regional access factors we strategically pivoted to become a vital part of the local market and the booming gastro food and wine scene.

Implementing a localised brand strategy, we transformed the venues into multi-award-winning establishments, elevating the region’s profile and solidifying their status as beloved destinations. A decade of ownership culminated in prestigious titles, including Best Steak Restaurant in Australia and Best Tourism Restaurant in Victoria, showcasing our commitment to culinary excellence and contributing to the venues’ reputation as a culinary powerhouse.

Throughout the years, the venues played a pivotal role in nurturing emerging hospitality professionals and showcasing regional food, beverages, and wine brands. Our commitment extended beyond our walls as we actively supported and collaborated with emerging brands from the region. Special events and experiences were curated to foster product development, featuring collaborations with esteemed partners such as Boundary Bend Olive Oil and Cobram Estate Olive Oil, Beach Road Wines, and participation in events like The Australian Alternative Wine Varietals Show, Mildura Writers Festival, Zest Fest, and The Local Long Table, or the Mallee Lamb Events. Seasons & The New Spanish Bar & Grill stands as a testament to sustained excellence, community enrichment, and the transformative power of strategic vision and collaboration.

When ideas become more than a reality; they transform regions

It started with a bold idea: a farmers market on the scenic Murray River banks, a lively space spotlighting the region’s agricultural richness for local produce, a tourism attraction and community gatherings.

A challenge arose as officials doubted sustained product volume. Unfazed, the concept evolved into the Grow Mildura initiative. Beyond a seasonal market, it aimed for a regional economic overview—highlighting horticultural and agricultural diversity across three states.

Securing funds locally and from State/Federal support marked a turning point. Resources fueled dynamic marketing tools—a book and website, later translated for international outreach, earning recognition as an economic sustainability award finalist.

This pioneering effort birthed not just Grow Mildura, but a lasting Farmers Market, cherished as a beloved local and visitor experience year-round. Originating from the farmers market idea, this project thrives, a dynamic force in economic growth, opportunities, and community building in Mildura. The initial challenge spurred a broader, impactful vision, showcasing that challenges harbor opportunities for growth and innovation.