Phil Moore Studio / Social Media + Email
Prepared for Markibar
The challenge
You're already the professional grinder market leader in Australia. The IZAGA W is running in over 100 cafes there. The product speaks for itself. The challenge is that top distributors in Asia haven't heard it speak yet.
Right now, the major distributors you want in markets like Thailand and South Korea are locked in with established names like Mahlkönig. Not because Markibar is inferior, but because Markibar isn't yet a name baristas in those markets reach for. Brand pull, not product quality, is the gap between where you are and where you want to be.
The strategy is straightforward: build enough brand presence in Asia that baristas and cafe owners there already know Markibar before a distributor makes the call. When the demand is there, the distribution follows.
The strategy
The goal isn't just more posts. It's building a content ecosystem that makes Markibar the name baristas in Bangkok and Seoul already know when a distributor comes knocking.
My work will be the Asia-focused complement to your US agency, 9 Birds. They handle the American market. I focus on Asia: the content positioning, the channels, the language, and the owned audience you'll need to convert interest into distribution partnerships.
Lift cadence from 1x to 3x per week. Consistent, professional content that builds recognition among specialty coffee professionals in Asia.
A new channel for cafe-planning traffic. Baristas and cafe owners search Pinterest when speccing out equipment. Competitors like PuckPress already pull around 80k views per month there.
Build a direct channel that doesn't depend on algorithm reach. A brochure-gated sign-up, welcome flow, and low-frequency newsletter to educate and nurture prospects over time.
English first to prove the model, then Thai and Korean via professional human translators. No AI translation where brand reputation is on the line.
Scope of work
Lifting from 1x to 3x per week: consistent, on-brand content that builds Markibar's profile in the specialty coffee world across Asia.
A new discovery channel targeting cafe owners and baristas who search for equipment and inspiration when planning or upgrading their setup.
Build Markibar's first email channel from scratch, using the product brochure as a lead magnet to start collecting a qualified list of prospects.
Keep the list warm with a low-frequency newsletter that educates and builds affinity with the Markibar brand over time.
Once the English content model is proven and the account is gaining momentum, we extend into key Asian markets in their native languages.
Investment
All pricing is in Euros (EUR). The retainer covers ongoing monthly work. Email setup is a one-off project fee. Ad-hoc hours are available for anything outside the defined scope: photography, event coverage, creative briefs, or additional content.
| Service | Rate |
|---|---|
| Social Media Retainer | €900 / month |
| Email Program Setup | €700 one-off |
| Newsletter Management | €200 / month |
| Ad-hoc Hours | €45 / hr |
| Monthly Retainer Total | €1,100 / month |
Trial period
I propose a 1 to 3 month trial before any longer commitment. This gives both sides the chance to measure real results, calibrate the content approach, and decide what a longer engagement looks like.
Proposal agreed, email setup project starts, first month's content calendar drafted and shared for approval.
Instagram cadence lifted to 3x/week. Pinterest account live. Email lead magnet and welcome flow deployed. English content only.
Content calendar refined based on Month 1 performance. Newsletter begins. Localisation brief prepared for Thai and Korean markets.
We review results together: reach, engagement growth, email list size, and content quality. Agree on scope and terms for the next phase.
Why this works
Most agencies in Asia will know the market but won't know espresso. Most coffee specialists won't know content strategy. I sit between both.
I've spent years building content systems for specialty product brands. I know how to position technical products for people who care deeply about craft, whether that's a barista deciding on their next grinder or a distributor deciding which brand to stake their reputation on.
The Markibar story has extraordinary proof points already: 100+ Australian cafes, an internal-scale GBW grinder that can't be knocked out of calibration, and a 30-year track record. My job is to make sure that story reaches the right people, in the right language, on the right channels, at the volume it needs to cut through.
I understand the world the IZAGA W lives in. I can write to baristas, cafe owners, and distributors in language that earns their respect.
The goal isn't just followers. It's brand recognition strong enough that your sales conversation with a distributor starts with them already knowing who you are.
I've reviewed 9 Birds' output. My work is positioned as Asia-focused and complementary, not a duplication of the US content pipeline.
You work directly with Phil Moore, not an account manager briefing a strategist briefing a copywriter. Fewer hands means faster decisions, consistent quality, and no brief lost in translation.
Next steps
This proposal covers the full scope of what I recommend for a trial engagement. If anything needs adjusting, I'm happy to refine it on our follow-up call. Here's what happens next:
Any questions before the call? Reach me at hello@phil-moore.com or reply to this email.