Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

School-based adult buyers in Victoria who want convenient, on-site coffee for staff, parents and event attendees.
They value easy booking, no call-out fee, fast service and reliable morning or lunch availability.

Audience Type

Both
B2B: school administrators, principals, wellbeing teams, P&C groups, sports coordinators
B2C: teachers, school staff, sports parents and visiting adults at school sites

Industries (if B2B)

Primary schools
Secondary schools
Independent schools
Faith-based schools
School sports and extracurricular programs

Needs – Primary Buying Considerations

Simple booking with minimal admin effort
On-site convenience for busy school communities
Reliable service during morning drop-off, recess, lunch or events
Affordable drinks, typically under A$10
No call-out fee and low risk to trial
Fast turnaround to suit short school breaks
Quality coffee and hot drinks for repeat purchases
A service that lifts staff morale and parent engagement

Demographics

Age Range: 25-55
Gender: All genders; skew female among teachers and school parent volunteers
Geography: Geelong region and nearby Victoria suburbs, Australia
Income Level: Middle income households; school staff and family budgets
Profession: Teachers, education support staff, admin staff, coaches, canteen volunteers, parents
Business Size (Optional. Only include in ouptput if B2B Audience): Schools with 300-2,000+ students

Psychographics

Lifestyle: Time-poor, community-oriented, routine-driven and active around school schedules
What they value: Convenience, reliability, affordability, friendly service and community feel
Pain Points: Limited nearby coffee options, short breaks, event logistics and staff fatigue
Buying Behavior: Responds well to direct outreach, local reputation and easy repeat scheduling
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: Principal, office manager or school operations/admin lead
Secondary Decision Influencers: Teachers, wellbeing staff, P&C leaders, sports coordinators
Support Roles: Front office staff, event volunteers and gatekeepers managing site access

Secondary Target Market (only if applicable)

Community sports clubs and junior weekend sport venues needing mobile coffee for parents and volunteers.
Best fit includes local clubs hosting morning games, carnivals and training in the Geelong region.
Buyers want simple setup, quick service, no call-out fee and a better experience for sidelines.

2. My Message to My Target Audience

Refined Elevator Pitch

Arlo & Co Coffee provides teachers and sports parents with quality coffee on site,

through a mobile van with no call-out fee, so they can enjoy a smooth, energised day.

Understanding Their Pain Points

Busy mornings leave little time to grab a decent coffee
Teachers and parents are already on site and short on time
Leaving campus or the venue is inconvenient and often not possible
Limited drink options can make long days feel even longer
Without on-site coffee, energy, mood, and convenience all take a hit

Transformation

Easy access to hot drinks right where they already are
Less rushing, less stress, and one less thing to organise
A better start to the day or welcome break during busy schedules
Teachers and parents feel looked after, energised, and appreciated
School mornings and sports days run smoother with coffee on site

Unique Selling Proposition (USP)

We bring the coffee to you, so no one needs to leave site
Zero call-out fee makes it easy to book with no extra overhead
Proven fit for schools with current service at multiple local campuses
Flexible morning and lunch availability suits school schedules
Simple setup makes Arlo & Co Coffee an easy yes for venues

Brand Values & One-Liners

Great coffee, right where you need it
No call-out fee. No fuss. Just coffee.
We keep school mornings moving
On-site coffee for busy people
Easy to book, easy to love

Tone

Friendly, local, and easygoing. Arlo & Co Coffee should feel reliable,

convenient, and welcome—like a small bright spot in a busy day.

Hero Text Idea

Flag Text: Schools and sports venues
Main Headline: Fresh coffee brought straight to your school or sports ground
Sub Headline: Keep teachers, parents, and students fuelled without leaving site.

Easy to book, no call-out fee, and built for busy mornings and lunch breaks.

CTA: Book your coffee van

3. The Media I Will Use to Reach my Target Market

Website

Keep homepage focused on schools, sports clubs, and easy booking
Use Wordpress with a lightweight booking or enquiry form
Add pages for School Visits, Sports Clubs, Events, and Service Area
Put no call out fee above the fold on homepage
Add social proof from Belmont High and other current school clients
Add photo gallery of van at schools and sports grounds
Add CTA buttons: Book a School Visit and Check Availability
Track form submits, click to call, map clicks, and email clicks
Track visits to School Visits and Sports Clubs pages
Prioritise mobile first design for busy on site decision makers
Use fast load images and sticky mobile call button

Social Media

Focus on Instagram and Facebook for parents, schools, and local community
Create a LinkedIn page for school admin and partnership credibility
Post Instagram Reels 2x weekly showing school setup and service speed
Post Stories 3 to 5x weekly with route spots and availability updates
Post Facebook 2x weekly with school visits and event reminders
Share staff shoutouts and coffee moments from booked venues
Use local tags like Geelong, Bellarine, Surf Coast, school event tags
DM P and C groups, school pages, and local sports clubs weekly
Create Highlights: Schools, Sports, Menu, Bookings, Reviews

Paid Advertising

Use Meta local awareness ads targeting Geelong parents aged 25 to 55
Promote school fundraiser, sports day, and teacher appreciation angles
Run lead ads offering no call out fee school bookings
Geo target suburbs around current service radius only
Use boosted posts only for social proof and event date fills
Test Google Search ads for mobile coffee van Geelong queries
Bid on school coffee van, event coffee van, mobile coffee Geelong
Keep budget tight: 70 percent Meta, 30 percent Google Search

Content Recommendations

Reel: From arrival to first coffee in under 10 minutes
Carousel: 5 reasons schools love on site coffee vans
Post: No call out fee explained for admin teams
Reel: Morning setup before staff briefing or drop off
Photo post: Coffee at weekend junior sport sidelines
Testimonial graphic from current school bookings
Short video: Best times to book for schools and sports clubs
Post: Teacher appreciation morning ideas with zero admin hassle

Directories

Set up and optimise Google Business Profile for Geelong service area
List on Hotfrog Australia and True Local
Add business to Yelp Australia and dLook
Join Geelong Chamber of Commerce directory
Join Business Greater Geelong member directory if relevant
List in local council business directories where available
Request inclusion in school P and C supplier lists

Publications

Pitch Geelong Independent with a local small business angle
Pitch Geelong Advertiser community section for school support story
Submit to Times News Group local community pages
Share with school newsletters and P and C bulletins
Offer copy ready blurbs to club newsletters and match day emails

Partnerships & Outreach

Partner with school P and C associations for recurring coffee mornings
Reach out to school office managers and principals by email first
Partner with junior football, netball, soccer, and cricket clubs
Offer coffee van at school open days, athletics carnivals, and fetes
Build referral links with local event planners serving schools
Partner with balloon stylists and family event vendors for fetes
Approach teacher wellbeing coordinators for staff treat mornings
Network with OSHC providers and vacation care coordinators
Offer one trial visit for schools with recurring schedule potential

SEO and Content

Target keyword: mobile coffee van Geelong
Target keyword: school coffee van Geelong
Target keyword: sports club coffee van Geelong
Create suburb pages for Geelong, Belmont, Highton, Grovedale, Lara
Write blog: Why schools book coffee vans for staff morale
Write blog: How coffee vans improve sports day parent experience
Add FAQ page on permits, timing, setup, and menu pricing
Add schema for Local Business and service area details

Offline and Local Media

Print A5 flyers for school offices, staff rooms, and club canteens
Use van signage with Book us for schools and sports clubs
Leave postcards with QR code at partner schools after visits
Sponsor coffee prizes for school raffles and club fundraisers
Attend local school fete planning meetings when invited
Drop sample coffee vouchers to school admin offices nearby
Use pull up banner beside van with no call out fee message
Wear branded apparel to improve trust on school sites

Online Networking

Join Facebook groups for Geelong mums and local community notices
Join Facebook groups for school P and C and club volunteers
Monitor local Reddit threads for Geelong event recommendations
Engage in Geelong small business Facebook communities
Follow and engage with local schools and clubs on Instagram weekly

Cold Outreach

Build a list of Geelong schools, P and C contacts, and sports clubs
Email principals, office managers, and wellbeing leads on Mondays
Use a short pitch with dates, no call out fee, and current school proof
Follow up by Instagram DM or Facebook Messenger after 3 to 5 days
Target sports coordinators before winter and summer junior seasons
Target school admin before term start, athletics days, and open nights
Ask current schools for warm intros to nearby campuses

During (Lead)

1. My Lead Capture System

Lead Magnet

Free School Coffee Booking Kit for admins and P&C leaders
Includes timing guide, setup checklist, and sample run sheet
Best for principals, office managers, wellbeing leads, P&C
Free Sports Club Match Day Coffee Planner for coordinators
Includes best service windows, crowd tips, and booking checklist
Best for junior sport clubs and parent volunteers
Free Staff Treat Morning Plan for teacher wellbeing teams
Includes budget ideas, sample flyer, and ideal booking times
Best for schools planning appreciation mornings or briefings
Availability Alert signup for open Monday to Wednesday slots
Captures urgent intent from schools needing near term bookings
Menu + Pricing PDF with no call-out fee highlighted
Best for fast decisions from admin and event organisers

Tripwire Offer

First Visit Trial Slot with priority weekday morning access
Position as low risk due to zero call-out fee
Recurring Booking Starter: lock 3 dates for one school term
Bonus: preferred time window for repeat schools
Fundraiser Coffee Morning Pack for P&C groups
Includes promo blurb and simple pre-event checklist

Welcome Sequence

Email 1: Deliver guide and CTA to check availability
Email 2: Show current school clients and photo proof
Email 3: Explain best booking times for schools and sport
Email 4: Share no call-out fee and how booking works
Email 5: Offer trial date request with 2 suggested time slots
Trigger follow-up within 10 mins after form submit
Send SMS if phone captured and no reply after 48 hours

Segmentation

Tag by venue type: school, sports club, community event
Tag by role: principal, office admin, P&C, coordinator
Tag by intent: trial visit, recurring booking, one-off event
Tag by time need: morning, lunch, weekend sport
Tag by area: Geelong, Belmont, Highton, Lara, Grovedale
Tag by source: website, Instagram DM, Facebook, email outreach
Score hot leads if they request dates within 30 days

Chatbot and Automation

Add sticky Book the Van button on mobile site
Use short form: venue, role, date, time, attendee volume
Add checkbox for recurring weekly or term bookings
Add hidden field to capture page source and campaign
Auto-send thank you email with booking FAQ and menu PDF
Auto-create lead sheet in simple CRM or Google Sheets
Auto-task follow-up for unbooked leads after 2 business days
Add click-to-call and click-to-email tracking in WordPress
Use instant reply on Instagram and Facebook with booking link
FAQ bot prompt: pricing, setup time, service area, availability
Recommend HubSpot Free or MailerLite + Google Sheets
Use WordPress form with tags pushed into CRM list

2. My Lead Nurturing System

Marketing CRM

Start with HubSpot Free CRM for forms, contact tags, and simple email automation
Connect WordPress forms via WPForms or Fluent Forms to HubSpot lists
Tag contacts by venue, role, intent, area, and preferred service window
Create properties for requested date, attendee size, recurring interest, and source
Add Google Sheets backup via Zapier or Make for simple lead tracking
Upgrade to Brevo if SMS and email in one tool becomes more important than CRM depth

Sales CRM

Use HubSpot deal pipeline with stages: New, Contacted, Quote Sent, Trial Held, Repeat Booked
Create separate pipeline tags for School, Sports Club, and One-Off Event leads
Auto-create deal when booking form includes preferred date or attendee count
Task follow-up due 2 business days after new enquiry with no reply
Mark hot leads when requested date is within 30 days

Automated Follow-Ups

Trigger welcome email within 10 mins after guide, planner, or menu form submit
Email 1: deliver asset plus CTA to check Monday to Wednesday availability
Email 2 after 2 days: school photos, current venue proof, and setup speed
Email 3 after 4 days: best booking times for staff mornings, lunch, and sport
Email 4 after 7 days: explain zero call-out fee and low admin booking process
Email 5 after 10 days: offer 2 trial time slots and booking link
Send SMS at 48 hours if phone captured and no click on booking link
Trigger abandoned enquiry follow-up 1 hour after incomplete booking form
Reactivation email at 45 days for unbooked leads with open slot update
Post-visit follow-up at 24 hours asking for repeat booking or term schedule
Referral ask at 3 days post-visit for nearby schools or clubs introduction

Newsletter

Send 2× monthly email to warm leads, past venues, and referral partners
Segment by schools, sports clubs, and past bookers
Include open dates, local route updates, and last-minute availability
Feature 1 case study or venue photo set each send
Include seasonal hooks: term start, sports season, teacher appreciation, fetes
Add one CTA only: Book a trial, lock term dates, or ask for availability

Retargeting & Ads

Use Meta retargeting for site visitors and Instagram engagers in Geelong region
Goal: recover warm leads who viewed booking pages but did not enquire
Retarget School Visits and Sports Clubs page visitors with proof-based creatives
Run click-to-message ads for urgent date fills on Monday to Wednesday mornings
Use Google Search only for high-intent terms like mobile coffee van Geelong
Retarget form openers with no submit using Meta lead reminder creatives
Keep spend light: A$5-A$10 daily when pages and pixel data are ready

Social Media and Content

Post Instagram Reels 2× weekly showing setup, queue speed, and venue atmosphere
Post Stories 3-5× weekly with route spots, open dates, and booked venue snippets
Post Facebook 2× weekly focused on schools, P&C groups, and sports parents
Share proof content: current schools served, testimonials, and repeat booking days
Use monthly content themes: staff wellbeing, match day coffee, easy admin booking
DM new school or club prospects weekly with booking link and menu PDF
Pin posts with no call-out fee, school proof, and how booking works

Other Nurture Channels

Add sticky mobile Book the Van button on WordPress site
Use WPForms or Fluent Forms with fields for date, time, volume, and recurring need
Auto-send thank you email with menu PDF and booking FAQ after enquiry
Add click-to-call and click-to-email tracking via Google Analytics and Tag Manager
Set Instagram and Facebook instant replies with booking link and service area note
Use SMS reminders for confirmed trial bookings 24 hours before visit
Leave QR code postcards after visits linking to repeat booking form
Use Google Business Profile posts 2× monthly to stay visible in local search

3. Sales Conversion Strategy

Sales Process

Define 2 paths: recurring school visits and one off event bookings
Use one CTA everywhere: Check availability and book a visit
Reply to enquiries within 2 business hours during school days
Send a 4 line reply with fit, times, proof, next step
Offer 3 booking windows only: morning, recess, lunch
Give 2 date options to reduce back and forth
Ask 5 qualifiers: site, date, time, audience, expected volume
Create a one page booking form for schools and clubs
Include access, parking, power, bump in time, contact on site
Confirm booking by email with simple event summary
Send reminder 7 days before and 24 hours before visit
Send same day text: ETA, setup spot, contact name
After service, send thank you and rebook prompt within 24 hours
Offer recurring schedule after second successful visit
Create a term based rebooking cadence for schools
Create a seasonal rebooking cadence for winter sport clubs
Use a simple lead tracker with stages: new, quoted, booked, repeat
Tag leads by type: school, P and C, sports club, wellbeing
Add lost reason notes: no date, no budget, no approval, no reply
Set follow up cadence: day 2, day 5, day 12, next term
Use soft close: Shall I hold Tuesday morning for you?
Use choice close: staff morning tea or lunch service?
Reduce friction with no deposit for first local school booking
Offer a trial day for schools with repeat potential

Sales Assets

Create a school booking one pager with menu, times, setup, FAQ
Create a sports club one pager with parent focused use cases
Build a short email script for principals and office managers
Build a DM script for Facebook and Instagram outreach
Create a phone script for office admin gatekeepers
Create a booking confirmation template with site checklist
Create a pre visit checklist for access, weather, and rush times
Create a post visit follow up template with rebook ask
Create a recurring booking proposal for weekly or fortnightly visits
Create a simple PDF menu with best sellers under A$10
Add a Why Arlo sheet: no call out fee, current school clients
Create an objection script for canteen conflict concerns
Create an objection script for low turnout concerns
Create an objection script for weather and access issues
Create an objection script for budget and approval delays
Build a Wall of Love page on the website
Add a Book us for schools page with photos and proof

Testimonials and Case Studies

Ask for feedback same day while goodwill is high
Request a 1 sentence testimonial after first successful booking
Ask 3 prompts: easy booking, service speed, crowd response
Collect photo permission for van on site and queue shots
Turn each school visit into a mini case study
Include school name, booking type, timing, outcome, quote
Feature Belmont High and other current schools first
Add testimonials near every booking CTA on the website
Add 2 testimonials to proposals and booking emails
Post quote graphics on Instagram and Facebook weekly
Print a review card with QR code for easy feedback
Ask repeat schools for referral intros to nearby campuses

Conversion Rate Insights

Track enquiry to booking rate weekly
Track booking to repeat booking rate by venue type
Track top lead sources: email, DM, referral, website
Track average days from first contact to booked date
Track best converting offer: trial visit or recurring schedule
Aim for reply within 2 hours to lift conversion odds
Aim for 30 percent enquiry to booking within 90 days
Aim for 50 percent repeat rate from booked schools
Review lost reasons monthly and update scripts

Urgency and Offers

Promote limited morning spots on Monday to Wednesday
Use term based urgency: lock in this term before slots fill
Use event urgency: secure coffee before sports day calendar fills
Offer first visit priority to schools near existing routes
Offer fast mover bonus: free staff tray card with QR menu
Offer recurring perk: same time slot held for the whole term
Offer teacher appreciation mornings during exam and report periods
Promote winter hot drink mornings for staff wellbeing
Use scarcity honestly: only 3 morning route spots left this term
Add deadline to follow ups: Can hold this slot until Friday 3pm

Guarantees and Risk Reversal

Keep zero call out fee front and centre in all sales assets
Promise simple setup with minimal admin time required
Offer weather reschedule for outdoor sport bookings
Offer no fuss rebook if school timing changes with notice
Promise confirmed arrival window before each booking
Position first booking as low risk trial, not long term lock in

Shock and Awe

Drop a branded coffee voucher card at nearby school offices
Deliver 2 sample coffees to key admin staff before pitch follow up
Add a handwritten thank you note after first booking
Leave a small desk sign: Book Arlo for your next event
Surprise repeat schools with a free drink for front office staff

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send a booking confirmation within 1 hour with date, times, and contact details
Include a one-page host guide covering setup, access, power, and best van location
Share a simple promo pack with poster, newsletter blurb, and social tile
Confirm audience timing: staff morning tea, lunch rush, or sports event peak
Send a 24-hour reminder with ETA, menu highlights, and weather backup plan

Communication Cadence

Text host on arrival with van location and service start time
Send a quick mid-service update if queues spike or timing needs adjusting
Message host 15 minutes before pack-down so final buyers can be alerted
Follow up same day with thanks and a rebooking link for next visit
For regular sites, send a monthly schedule check-in with open dates

Client Education

Provide a best-times guide for recess, lunch, and drop-off traffic
Share queue-flow tips to help serve more people in short school breaks
Offer a suggested menu mix for teachers, parents, and cold-weather days
Create a FAQ for access, payment methods, wet weather, and student purchases
Send a simple event checklist for sports days and special school events

Personalized Touches

Learn and use the host's name in every message and on arrival
Remember regular staff drink orders when possible for repeat sites
Add a handwritten thank-you card after the first successful booking
Surprise the office team with one complimentary drink on first visit
Celebrate term milestones with a "thanks for having us" mini sign on the van
For long-term schools, offer a staff shout card after a set number of visits

Visuals and Documentation

Keep a clean branded van setup that looks photo-ready at every site
Take a few candid event photos and send them to the host afterward
Share a short recap: busiest time, popular drinks, and suggested next slot
Keep a repeat-site log with ideal parking spot and peak ordering times
Use clear menu boards with prices visible from a queue distance

Feedback and Proactive Support

Send a 2-question feedback text after each booking
Ask hosts what worked, what to change, and preferred next visit timing
Track common requests like earlier arrival or faster lunch service
If delays happen, alert the host early with a revised ETA and apology
Offer a make-good on the next visit if service falls short
Check in after first visit to make rebooking feel easy and expected

Guarantee or Promise

No call-out fee means schools can trial the van with low risk
On-time promise for booked windows, or the host gets a free office coffee round
Simple service promise: easy booking, tidy setup, and friendly on-site experience
Weather-flex promise with easy rescheduling for outdoor sports bookings

Operational Excellence

Arrive 15-20 minutes early to be ready before the first rush
Use a standard setup checklist for signage, queue flow, and safety
Keep service fast with a break-time menu optimised for short waits
Present in clean branded attire to build trust with schools and parents
Use cashless payment options to speed lines and reduce friction
Park in the pre-agreed spot to avoid confusion and improve visibility
Keep the area tidy during and after service to respect school grounds
Store host notes for each venue so every repeat visit feels smoother

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer term bookings for 1 school day each week over 10 to 12 weeks
Offer term plus term auto-renew unless dates change
Give priority time slots to schools on recurring term bookings
Offer annual calendar holds for sports carnivals and staff days
Give one free staff tea tray after each completed school term booking
Offer prebooked semester packages with locked days and times
Add simple booking agreement with wet weather and holiday terms

Upsells & Cross-Sells

Add tea, hot chocolate and chai to raise non coffee spend
Add muffin or cookie partner packs for staff room mornings
Offer preordered drink trays for meetings and PD sessions
Sell teacher shout cards for offices to buy 10 drinks in advance
Add event service for parent teacher nights and school concerts
Cross sell weekday school service into weekend sports canteens
Offer holiday program and staff development day service add ons

Bundling & Packaging

Create Staff Morning package with coffee plus tea plus hot chocolate mix
Create Sports Day package with early setup and peak rush service
Create Event package for assemblies, fetes and parent info nights
Offer Bronze 1 visit weekly, Silver 2 visits, Gold 3 visits
Bundle recurring lunch service with one bonus special event booking
Package coffee van visits by term, semester and full school year

Loyalty & Retention Programs

Run venue loyalty: after 8 visits, school gets a free staff morning add on
Use digital stamp cards for teachers and parents via QR code
Offer VIP queue card for front office teams at regular sites
Give monthly drink specials only at recurring venues
Reward school champions with a free drink each service day
Thank repeat venues with end of term appreciation packs

Custom Services and Personalization

Create school specific service times for drop off, recess and lunch
Offer custom menu boards with school name for booked venues
Add pre order for staff via simple form before arrival
Tailor drink mix by venue based on past sales trends
Offer express staff line for short break periods
Create branded event signage for sports clubs and school fairs

Pricing Strategy

Keep call out fee at zero for recurring weekday school bookings
Raise drink prices by A$0.50 at events if local rivals price higher
Offer term prepay discount of 5 percent for recurring venues
Add minimum sales target for low traffic custom event bookings
Use bundle pricing for drink tray preorders and pastry add ons
Review nearby cafe and van pricing each quarter across Geelong
Test premium pricing for large events with extended service windows

Customer Data and Insights

Track each venue visit in Google Sheets with sales by time block
Record top drinks, peak times and weather impact by location
Capture venue contact, booking frequency and next ideal booking date
Use a simple CRM like HubSpot free for reminders and renewals
Flag venues that miss 2 usual booking cycles for follow up
Track revenue by school, sports club and event type
Ask repeat venues for preferred days each new term
Use QR feedback from staff to spot menu and service improvements

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Venue referrer reward: free staff coffee tray on the next booked visit
Parent club reward: A$30 drink tab after first referred booking runs
Teacher referrer reward: 3 free coffees after a referred school visit
Referee offer: first booking gets no call out fee and free staff sampler tray
Sports club referee offer: free drink for first 10 adult buyers at first event

Shareable Assets

One page referral flyer for principals, offices, P and C groups and coaches
QR code card linking to a simple booking enquiry page
Prewritten email template for teachers to forward to office staff
Prewritten DM for parents to send to sports club coordinators
Instagram story tile: Bring Arlo and Co to our school next week
Photo reel template showing queue, van setup and happy staff coffees

Timing and Triggers

Ask after a smooth first visit with strong line sales or positive staff feedback
Ask when a school rebooks for a second date
Ask after busy sports mornings with repeat parent purchases
Add referral ask to thank you text sent the same day after service
Hand 5 referral cards to organiser before leaving each site
Prompt staff buyers at pickup: Know another school that needs us

Client Success Stories

Collect 1 photo, 1 quote and 1 result from each successful school visit
Use simple proof points like sold out by recess or loved by staff room
Turn each success story into a social post and booking email snippet
Feature local schools served to build trust with nearby venues
Ask organisers for a 20 second phone video after strong event days

Referral Contests

Term based school challenge: most referrals wins a free coffee morning
Parent club challenge: refer a new venue and win a sideline coffee shout
Monthly draw for teachers who introduce Arlo and Co to decision makers
Prize stays simple: free coffees, staff tray or event drink tab

Partner or Affiliate Programs

Create a local ambassador list of teachers, P and C leads and coaches
Offer ambassadors a free weekly coffee when their intro becomes a booking
Partner with school fundraising groups for coffee days with revenue share
Give each partner a unique keyword to track referrals manually
Build a simple spreadsheet for source, venue, contact and booked date

Thank-You Experience

Handwritten thank you card to every organiser who refers a new venue
Surprise top referrers with a free drink voucher bundle for their team
Public thank you on Instagram stories tagging the school or club
Bring one bonus organiser coffee on the next booked visit
End of term thank you gift for top referrer: staff morning tea coffee shout

Arlo & Co Coffee

Your 1-Page Marketing Plan is Ready!