Fire Department Coffee.

Fire Department Coffee

Fire Department Coffee is a veteran-owned business dedicated to providing great-tasting coffee to people everywhere. Every order is freshly roasted in Rockford, Illinois, by a dedicated team of firefighters, first responders, and coffee connoisseurs, and ten percent of net proceeds are donated to providing resources to first responders who have been injured on the job.


Channel Marketing Strategy
Flow Setup & Automation
Email Design & Management
Design & Copywriting


Food & Bev


klaviyo logo


Fire Department Coffee started out with a clear brand identity and strong email campaigns; what they needed was a trusted partner who understood their brand’s nuances. Working as an extension of the team, Noticed would tackle FDC’s inactive and elaborate flows, turn around underwhelming subscription sales, and update designs in need of an eCommerce tune-up.

Project Goals

In just 2 1/2 months, we’d set FDC up for success by building their subscription business, optimizing new and existing email flows for revenue generation, and making their designs streamlined and shoppable.

To make the most of this limited-time engagement, we kicked off with discovery to understand their brand, tone, and goals. Soon, we moved on to strategizing flows and design with sales in mind. Finally, we moved on to the good stuff - design and implementation.


Automations implemented or optimized

Fire Department Coffee is a small business that's doing big things. We quickly realized that our dedicated team at Noticed shared our vision and helped us to improve our website user experience, thus increasing our conversions. There's no limit to what Noticed can do, they have carefully and thoughtfully executed any project that we've thrown at them and they've helped our business exponentially.

- Brad Flaherty, CMO of Fire Department Coffee

Email Marketing


Subscription purchasing can significantly increase revenue for products like coffee that need replenishing. Prior to working with Noticed, FDC already offered the option to subscribe to your favorite coffee at your preferred cadence, or a monthly club for greater variety. While it was well-represented on their website, a push for subscriptions was nowhere to be found in their marketing messaging. 

To boost repeat purchase rate and customer lifetime value, our team brought subscriptions to the forefront of Fire Department’s email campaigns.

Email Marketing

Designs that Drive Clicks

Although Fire Department’s CMO boasts a design background, an executive’s time is better invested in strategic, visionary work. 

To take the minutiae off his plate without sacrificing his vision, Noticed developed a deep understanding of the brand’s voice, aesthetic, and mission. 

We then set out to optimize FDC’s email design for conversions. We made their templates more digestible, added iconography, repositioned calls-to-action prominently above the fold, and added cross-sell opportunities below. 

Combining Fire Department’s vision with Noticed’s eCommerce know-how, it felt like they’d grown their team rather than outsourced a project.

Let's Talk Commerce.

Let's grow together

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