Tala Coffee Roasters - Birthday Bash 2026
We take birthdays very seriously around here.
Tala’s Birthday Bash is our most anticipated (and best-attended) event of the year, so naturally, we go all out. Each year, we celebrate another trip around the sun with a limited-edition Birthday Blend, our fan-favorite Birthday Cake Latte, café-wide decorations, and a whole lot of festivities. The celebration also brings together local vendors and small businesses through collaborative giveaways, prizes, and more.
I lead the marketing and campaign execution behind the annual celebration, developing email campaigns, promotional copy, and social content to build anticipation, spotlight the Birthday Blend, and get our community excited to celebrate alongside us. Beyond the overarching campaign, I also develop individual birthday promotions for each of our three cafés, giving every location its own moment in the spotlight through tailored emails and social content.
The goal? Make it feel like more than a birthday promotion. Make it an occasion our community looks forward to every year.
Campaign Execution
Copy & Content Writing
Email Marketing
Event Marketing
Social Media
The Execution
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Planned and executed a multi-touchpoint email campaign to build excitement around Tala's ninth anniversary. From the initial save-the-date to Birthday Bash reminders, the Birthday Blend launch, and a post-event thank-you, each email played a role in keeping the celebration top of mind and encouraging community participation.
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Created social content and campaign copy to build excitement around the anniversary, including a nostalgic throwback photo that gave our community a look back at how far Tala has come before kicking off the Birthday Bash announcements. Continued the conversation with celebratory posts highlighting the festivities and inviting customers to join in.
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Incorporated a post-event blog recap to extend the celebration beyond the cafés. The article, Thanks for Celebrating, by Co-owner Joanna Tong, highlighted the festivities, thanked our community for being part of nine years of Tala, and gave us a lasting piece of content to revisit and share after the event.
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Every part of the campaign was centered around bringing our community together. From celebrating nine years of Tala and highlighting local partnerships to promoting giveaways, birthday specials, and café festivities, the marketing helped turn an anniversary into a shared celebration our customers could be part of and look forward to.
Creative direction, campaign artwork, and personal brand sentiments were contributed by Tala co-owners Keith and Joanna, respectively.
Email Marketing & Campaign Strategy
Email is one of Tala’s most effective ways to connect directly with our community, drive engagement, and turn brand awareness into action. For an event like Birthday Bash, a series of strategic touchpoints builds anticipation, keeps the celebration top of mind, and gives our audience multiple reasons to show up. Each email has a purpose, from the initial announcement to the post-event thank-you, creating a campaign that carries the excitement from start to finish.
01 / Mark Your Calendars: We're Turning 9!
The first announcement sets the tone for the celebration, giving our audience an early heads-up and putting the celebration on their calendars. The goal is to build excitement ahead of the event and to provide a reason to look forward to what's coming.
02 / Birthday Bash This Sunday
With the event just days away, this email shifts from anticipation to action. A reminder of the upcoming festivities, birthday specials, and what guests can expect to help turn early interest into attendance.
03 / Join Us Tomorrow for Birthday Bash
The final countdown! A last-minute reminder designed to create a little FOMO and make sure our community knows the celebration is happening tomorrow. Short, timely, and straight to the point.
04 / Introducing Our 9th Anniversary Birthday Blend
A dedicated product spotlight introducing the coffee roasted especially for our anniversary. This email gives the Birthday Blend its own moment, sharing the story behind the annual tradition and building excitement beyond the in-café festivities.
05 / Today We Turn Nine!
The big day is here. A celebratory email marking Tala's anniversary, bringing the excitement full circle, and inviting our community to join us in celebrating nine years of coffee, connection, and everything in between.
06 / Thanks for Celebrating With Us!
The celebration doesn't end when the party does. A post-event thank-you to everyone who came out, supported our cafés, and celebrated with us. It's a chance to recognize the community that makes milestones like this possible and leave our audience feeling like they're part of something bigger.
Social & Copywriting
Blog & Storytelling
A celebration like Birthday Bash shouldn't end when the party does. We wanted to give our community a way to relive the festivities, recognize everyone who helped make nine years possible, and create something they could look back on long after the celebration.
The blog served as a post-event touchpoint, recapping the festivities, highlighting the people and moments that made the day special, and thanking our customers for being part of the milestone. It also gave us a lasting piece of content to reference and share across marketing channels, extending the life of the campaign beyond the event itself.
The article was written by co-owner and COO Joanna Tong, with the blog promotion incorporated into the broader Birthday Bash marketing campaign.
01 / Thanks for Celebrating!
A post-event recap celebrating nine years of Tala, highlighting the festivities, community, and people who made the milestone special. A chance to say thank you, relive the celebration, and create a little piece of Tala history to look back on.