Company Snapshot
- Manufacturer: Heady Cup Coffee Roasters
- Location: McHenry, Illinois
- Industry: Specialty Coffee Manufacturing
- Products/Services: Specialty coffee roasting, wholesale coffee, mushroom coffee, single-origin coffees, private-label coffee, espresso catering
- MEP Partner: IMEC (Illinois Manufacturing Excellence Center)
- Digital Marketing Partner: B2Btail
The Challenge
Heady Cup Coffee Roasters has earned a reputation for producing exceptional specialty coffee while remaining committed to sustainability, traceability, and supporting coffee producers around the world. As the business continued to grow, owner Michael Kivland recognized that expanding the company’s reach would require more than great products, it would require a strategic approach to marketing.
Like many small manufacturers, Heady Cup faced the challenge of balancing daily operations with long-term business development. The company wanted to strengthen its online presence, improve search visibility, educate customers, and create a repeatable marketing process that could support continued growth.
Rather than tackling these challenges alone, Heady Cup turned to IMEC, Illinois’ Manufacturing Extension Partnership. Through funding provided by McHenry County, IMEC connected the company with specialized digital marketing expertise while serving as a trusted advisor throughout the engagement.
“IMEC really took over. They helped streamline my marketing, streamline my website, found errors, helped me strategize social media, blog posts, and gave me a general 10,000-foot marketing overview and approach moving forward.”
IMEC Solution
IMEC worked closely with Heady Cup to understand the company’s goals and connect it with the right resources to strengthen its competitiveness.
Through partnership with IMEC and 3rd party partner B2Btail, Heady Cup participated in the B2Btail Digital Game Plan process, a structured marketing initiative designed to help manufacturers attract the right customers by educating rather than simply selling.
Together, the team:
- Evaluated the company’s website and digital presence.
- Identified opportunities to improve search engine optimization.
- Developed a long-term content strategy based on customer questions.
- Created a roadmap for educational blogs and videos.
- Improved website messaging and keyword strategy.
- Built repeatable marketing processes the company could continue using independently.
Rather than delivering a one-time marketing campaign, IMEC helped establish a sustainable framework that Heady Cup continues to build upon today.
Putting the Plan into Action
With guidance from IMEC and B2Btail’s coaching, Heady Cup immediately began implementing its new strategy.
The company published educational blog posts built from subject matter expert interviews, optimized website content for search engines, improved website product descriptions and meta descriptions, and began producing educational videos around topics customers were actively searching online.
The project also gave Heady Cup practical tools that could be used long after the engagement ended. Michael continues using the content calendar, keyword research, blog framework, and SEO recommendations developed during the project.
As the company grew, Heady Cup expanded its digital marketing efforts by investing in Google Ads, strengthening its social media presence, working with a public relations consultant, and launching new premium product packaging.
“Everything you guys have told me, I see the proof of concept. The things you tell me are things I hadn’t thought about. It makes me think differently, and it’s going to bear fruit for this company.”
“They’ve given me all the ammo I could possibly need and the knowledge to implement it. It’s just up to me to start running with it and I already have.”
Results
The partnership with IMEC helped provide the strategic foundation for continued business growth.
Since completing the project, Heady Cup has:
- Increased annual sales by approximately 30–40 percent.
- Expanded national distribution and brand recognition within the specialty coffee industry.
- Built a stronger digital presence through SEO, educational content, and video marketing.
- Created a repeatable content strategy that continues generating new marketing assets.
- Increased confidence in long-term marketing and business development.
Beyond measurable business growth, the company gained a clearer understanding of how to market its expertise and connect with customers through education.
The IMEC Advantage
For Heady Cup, the value of IMEC extended well beyond a single project.
From securing grant funding through McHenry County to connecting the company with trusted subject matter experts, IMEC served as a long-term partner invested in the company’s success. Throughout the engagement, IMEC provided guidance, measured outcomes, encouraged continued implementation, and connected Heady Cup with additional resources for future growth.
That ongoing relationship allowed Michael and his team to focus on running the business while knowing they had experienced advisors available whenever new opportunities arose.
“Without McHenry County, we don’t have the support of IMEC, and I never meet Curt and Paola or get the jumpstart in marketing that I got through them. I’m just so proud to work with McHenry County and happy for their support.”
Looking Ahead
Today, Heady Cup Coffee Roasters is expanding its national footprint through new product launches, enhanced digital marketing, stronger social media engagement, and continued participation in industry events. The company has transformed its marketing from a collection of individual tactics into a long-term growth strategy that supports its business goals.
For Michael, the partnership with IMEC delivered more than marketing improvements, It provided trusted guidance, practical tools, and lasting relationships that continue to help the business grow.
“To any company looking to work with IMEC… jump at the opportunity. They help me every day… They’re just wonderful people. They give you ideas. They pat you on the back some days when you need it. I just really appreciate working with them.”
