About the project

This 12-year-old mom and pop coffee shop in the heart of Broad Ripple Village, Indianapolis, sees a diverse crowd of regulars. In a town full of transient Starbucks drinkers, that’s a marketable commodity.

Owner William Powell had signed up for a blogging program that concentrated on keywords to optimize search engine results. He had begun to feature his regular customers in posts. But Powell, like many busy business owners, rarely had time to blog regularly.

Now that we’re in charge of content, our goal is to capture and channel the shop’s character. Creating a new page spotlighting the shop’s exhibiting artists is one way we’ll achieve that.

Another is the blog’s new “Weather Willy Wednesdays” campaign to make Powell’s previously coffee-shop-bound weather forecasts an interactive draw for coffee drinkers. Regulars know–Powell uses Weather.com’s “weather in motion” map to predict conditions, and he’s usually right on the money. But if he’s wrong more times than not in a month, blog readers will know when he’ll give away free drip coffee at a particular time of day. They’ll also get to see his predictions online via embedded video. It’s also likely something that local weather affiliates might cover, once we’ve developed a following.

The key to achieving regular blog readers, however, will be consistent, on-target posts for local coffee drinkers. And we’re here to deliver.