Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Awareness campaign
PRIORITY ONE
Awareness is the primary focus of this 60-day campaign. Because branch-level promotions currently run independently with no shared calendar, group-wide pushes rarely build the momentum a single, coordinated campaign could achieve; this strategy phases brand-building, class education, and community storytelling on one timeline so every studio reinforces the same narrative at the same time, rather than competing for local attention in isolation.
Problem: Branches promote independently with no shared calendar, so chain-wide campaigns lose momentum and messaging stays inconsistent across studios.
Solution: A single 60-day content calendar, phased across brand awareness, class education, and community stories, that each branch localises with its own studio details while keeping the core message and cadence identical.
Objective: Build unified network-wide visibility and consistent cross-branch messaging that establishes a repeatable, scalable framework for future chain-wide campaigns.
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Audience: Prospective members researching yoga and wellness studios in their city, existing members who are lapsed or infrequent attendees, and local community members unfamiliar with the chain’s full class and workshop offer.
Tactic: Sequence three content phases over 60 days — brand story and values (Days 1–20), class and workshop education (Days 21–40), and member and instructor community stories (Days 41–60) — distributed centrally and localised per branch using the guideline’s consistent naming, tone, and page-structure rules.
Budget: Minimum SG$9,500 covering 20 social media posts (text and graphic design), 4 blog posts (500 words each), 3 copy or design pieces (two production hours each), 3 photography sessions (one production hour each), and 1 email (three sections), distributed across the 60-day campaign to sustain a steady, localisable content stream for all branches.
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Inquiry insight: Branch marketers report no shared content calendar exists, so promotional pushes are timed independently and often overlap or conflict, while central marketing lacks visibility into what each branch publishes until after it goes live, delaying corrections; branches have also expressed a preference for more centrally produced, ready-to-localise assets rather than creating campaign content from scratch each time.
Audit insight: Tone and terminology vary noticeably across branch social accounts, with some using “workout” and “clients” instead of the guideline’s preferred “practice” and “members,” while pricing and promotional details are inconsistently updated across branch pages, with some studios showing outdated fee information; visual style also differs by branch, with inconsistent fonts, colour use, and image quality against the chain’s approved brand components.
Research insight: Wellness audiences build trust incrementally, responding first to brand credibility content, then educational content, before engaging with community proof points, and they tend to engage more with real instructor and member imagery than with generic or stock wellness photography; short, scannable content with 2–3 sentence paragraphs and simple CTAs also performs best for class and workshop promotion, aligning with the guideline’s reading-level standards.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Awareness campaign
PRIORITY ONE
Owned is the primary channel of the Awareness campaign. Owned assets give central marketing full control over tone, claims, and structure, which is essential given the guideline’s rule that only the central marketing lead can approve chain-wide campaign content. This makes owned platforms the backbone for rolling out brand story, class education, and community content on the shared 60-day calendar before branches localise it.
Platform: Chain website (studio and class pages), branch and central Instagram and Facebook accounts, and the member email list.
Distribution: 20 social posts, 4 blog posts on the wellness education blog, and 1 chain-wide email, each built centrally then localised per branch with studio-specific details, in line with the guideline’s page structure and naming standards.
Cadence: Social posts publish roughly 3–4 times per week across the 60 days; blog posts publish once every phase (Days 1–20, 21–40, 41–60, plus one closing piece); the email sends once mid-campaign around Day 30 to reinforce the class-education phase.
Shared is the secondary channel of the Awareness campaign. Member and instructor sharing extends reach organically and reinforces the community-driven brand voice defined in the guideline, since word-of-mouth from real practitioners carries more trust than branch-only messaging. This channel is especially valuable in the Days 41–60 community-story phase, when member testimonials and instructor features are ready to be reshared.
Platform: Branch Instagram Stories and Reels, member Facebook groups, and word-of-mouth referral prompts embedded in community-story content.
Distribution: Encourage resharing of 3–5 of the highest-performing owned posts (photography, copy, and design pieces) per phase, with branches adding local captions.
Cadence: Resharing prompts go out weekly, timed a few days after each owned post publishes to allow organic pickup.
Earned is the tertiary channel of the Awareness campaign. Earned coverage, such as local wellness roundups or instructor features in community media, adds third-party credibility to the brand-awareness message without requiring paid spend, though it depends on relationships branches build locally. Given the guideline’s truth-and-trust standard requiring any claim to be backed by real evidence, earned placements should be pitched using verified member satisfaction data rather than anecdotal claims.
Platform: Local lifestyle or community publications, and wellness-focused newsletters or blogs in each branch’s city.
Distribution: 1–2 pitched features per branch across the 60 days, built around instructor introductions or community stories.
Cadence: Pitching begins in the class-education phase (around Day 25) so any coverage lands during or after the community-story phase for maximum impact.
Paid channels are not prioritised in this phase given the $9,500 budget is allocated fully to content production rather than media spend, keeping the campaign focused on building a reusable owned-content foundation before layering paid amplification into future chain-wide pushes.
Content strategy
Content pillars definition
Brand Visibility
Content that puts the chain's identity, values, and studios in front of new audiences across every branch's market.
Offer Visibility
Content that surfaces the range of classes and workshops available, so prospective members become aware of what the chain offers beyond their local studio.
Community Visibility
Content that puts real instructors and members in the spotlight, making the chain's presence and reach visible across all locations.
Awareness campaign
PRIORITY ONE
Day 1-10
Chain brand introduction. A social post introducing the chain’s grounded, community-driven identity across all branches to build market-wide recognition.
Publish: Day 2. Pillar: Brand Visibility. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Warm, first-person plural voice with a lotus-icon graphic and a “Find a Class” CTA.
Studio and instructor photography. A photoshoot capturing real instructors and studio spaces across branches for consistent visual presence everywhere the chain operates.
Publish: Day 5. Pillar: Brand Visibility. Format: Photography. Channel: Owned. Platform: Website and social. Style & Structure: Calm, warm mood, real people only, no stock imagery.
“Who we are” blog post. A blog post introducing the chain’s philosophy and footprint to audiences unfamiliar with the brand.
Publish: Day 8. Pillar: Brand Visibility. Format: Blog post. Channel: Owned. Platform: Chain website. Style & Structure: Short paragraphs, active voice, links to the class directory.
Day 11-20
Instructor introduction series. A social post series introducing 2–3 instructors chain-wide to widen recognition of the people behind the brand.
Publish: Day 12 and Day 16. Pillar: Brand Visibility. Format: Social post. Channel: Owned. Platform: Instagram. Style & Structure: Name, certification, speciality, studios taught at, per the guidelines’ layout pattern.
Brand presence copy and design asset. A shareable graphic summarising the chain’s locations and identity for branches to localise and post simultaneously.
Publish: Day 15. Pillar: Brand Visibility. Format: Copy and design. Channel: Owned, Shared. Platform: Instagram Stories. Style & Structure: Earthy colour palette, approved fonts, consistent chain hashtag and location tag.
Studio spotlight social post. A post highlighting a different branch each week to raise visibility of the full network, not just one studio.
Publish: Day 19. Pillar: Brand Visibility. Format: Social post. Channel: Shared. Platform: Instagram Reels, Stories. Style & Structure: Encouraging tone, inclusive language, chain hashtag plus location tag.
Day 21-30
“What is Vinyasa Flow?” blog post. An awareness-building blog post introducing a class style to audiences who may not know the chain offers it.
Publish: Day 22. Pillar: Offer Visibility. Format: Blog post. Channel: Owned. Platform: Chain website. Style & Structure: Calm, informative tone, brief terminology explanations, links to class booking page.
Class range social series. A set of social posts surfacing the breadth of classes and workshops available chain-wide, to make more of the offer visible to each local market.
Publish: Day 24 and Day 27. Pillar: Offer Visibility. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Bullet-point highlights, medium-confidence claims cited to credible sources.
Full offer copy and design asset. A simple graphic showing all class types and workshops across the chain to raise awareness of options beyond a member’s home studio.
Publish: Day 29. Pillar: Offer Visibility. Format: Copy and design. Channel: Owned. Platform: Website and Instagram. Style & Structure: Table format reserved for comparisons per the guideline, bold key details only.
Day 31-40
Chain-wide offer email. An email introducing the full range of classes and workshops across branches to increase awareness among the existing member base.
Publish: Day 33. Pillar: Offer Visibility. Format: Email. Channel: Owned. Platform: Member email list. Style & Structure: Three sections (offer overview, featured workshop, CTA), reconfirmed pricing per branch finance sign-off.
Workshop announcement blog post. A blog post announcing an upcoming chain-wide workshop to build pre-event visibility.
Publish: Day 36. Pillar: Offer Visibility. Format: Blog post. Channel: Owned. Platform: Chain website. Style & Structure: Short paragraphs, clear CTA to book.
Workshop spotlight photography. A photoshoot capturing an upcoming workshop for use across branch channels to widen its visibility.
Publish: Day 39. Pillar: Offer Visibility. Format: Photography. Channel: Owned. Platform: Website and social. Style & Structure: Range of skill levels shown, no intimidating advanced-only poses.
Day 41-50
Member journey story. A social post featuring a real member’s practice journey, with documented consent on file, to put a human face on the brand’s visibility.
Publish: Day 43. Pillar: Community Visibility. Format: Social post. Channel: Owned, Shared. Platform: Instagram. Style & Structure: Community-driven voice, testimonial labelled low confidence per the guideline’s confidence-tagging rule.
Instructor spotlight blog post. A blog feature on an instructor’s teaching philosophy and certifications, extending their visibility beyond their home studio.
Publish: Day 46. Pillar: Community Visibility. Format: Blog post. Channel: Owned. Platform: Chain website. Style & Structure: Name, certification, speciality, studios taught at; links to instructor’s class pages.
Community moments copy and design asset. A graphic collage celebrating member milestones across branches to visibly showcase the chain’s active community network.
Publish: Day 49. Pillar: Community Visibility. Format: Copy and design. Channel: Shared. Platform: Instagram Stories. Style & Structure: Warm imagery, inclusive captioning, chain hashtag.
Day 51-60
Chain-wide community celebration email. A closing email spotlighting community highlights from across all branches to reinforce network-wide visibility.
Publish: Day 53. Pillar: Community Visibility. Format: Email. Channel: Owned. Platform: Member email list. Style & Structure: Warm, first-person plural tone, no guaranteed-results claims.
Member and instructor photography feature. A final photoshoot capturing group classes and community energy across multiple branches.
Publish: Day 56. Pillar: Community Visibility. Format: Photography. Channel: Owned. Platform: Website and social. Style & Structure: Calm, inclusive mood, real people only.
Campaign recap blog post. A wrap-up blog post reflecting on the 60-day visibility push and previewing the network’s continued presence.
Publish: Day 59. Pillar: Community Visibility. Format: Blog post. Channel: Owned. Platform: Chain website. Style & Structure: Short, reflective tone, links to class directory and upcoming events.
View the full set
A Yoga & Wellness Chain’s Content Guideline
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A Yoga & Wellness Chain’s Content Assets
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