Campaign strategy
This 90-day chain-wide strategy phases brand awareness, class education and community stories that each branch can localise on a shared timeline, replacing independently run branch-level promotions with a coordinated framework that builds network-wide campaign momentum.
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.
Attention campaign
Attention is the primary focus of this campaign. Over these 90 days, the chain moves from branch-level promotions run independently with no shared calendar to a phased, coordinated framework each branch can localise on a shared timeline, deepening participant recognition of the chain as one connected wellness network rather than a collection of separate studios.
Problem & Solution
Branch-level promotions run independently with no shared calendar, so group-wide campaigns rarely build the momentum a single chain-wide push could achieve. This leaves each studio’s marketing to generate limited attention rather than benefiting from coordinated, network-wide reach. The solution phases brand awareness, class education and community stories into a repeatable 90-day framework that each branch can localise, following the guidelines’ network-wide pillar-alignment and campaign-rollout-process standards.
Independently run, branch-only promotions fail to build the compounding momentum a coordinated chain-wide push can generate.
A phased content framework turns disconnected branch activity into one recognisable, network-wide campaign moment.
Inclusive, non-prescriptive wellness storytelling reflects the chain’s approved core promise: participation, routine and experience over guaranteed outcomes.
Objective & Metric
The primary objective is attention: building stronger network-wide campaign momentum and more consistent cross-branch messaging. Success is measured by branch campaign-kit adoption and brand-coherence scores, targeting 90% of branches actively using the approved campaign kit and a measurable improvement in branch-consistency review scores over the 90 days, tracked through the guideline’s campaign-rollout-measurement and branch-consistency-review systems.
Branch campaign-kit adoption, not central content volume alone, is the clearest signal of improved network-wide momentum.
Branch-consistency review scores reflect the guideline’s own regular measure of shared story, tone and pillar alignment.
The 90-day review aligns with one full phased awareness-education-community cycle for comparable data.
Audience & Targets
The primary audience is prospective and existing participants across the chain’s regional studio locations who currently encounter branch marketing as disconnected, studio-specific promotions rather than one coordinated network experience. The target is a 20% increase in participants recognising the chain as one connected network rather than a single local studio, tracked through the guideline’s shared KPI definitions.
Existing participants exposed to only one branch’s content represent the highest-value audience for cross-branch recognition growth.
Prospective participants researching the chain’s regional presence need coordinated evidence, not fragmented, studio-specific proof points.
Coordinated-recognition growth, not single-branch reach, reflects the guideline’s network-wide measurement standard.
Message & Narrative
The core message is that this chain offers one shared, realistic wellness promise across every studio, connecting classes, workshops and complementary services to a consistent chain-wide identity. The narrative arc follows the guideline’s campaign structure: brand awareness establishes the shared chain identity; class education explains what each class or service offers and who it may suit; and community stories demonstrate belonging and shared practice. Together, these stages move participants from single-branch familiarity to network-wide recognition.
Every asset reinforces one approved chain-wide wellness story, per the guideline’s shared-chain-identity rule.
Class and service content clearly distinguishes what each offering is, who it suits and how to book, per the guideline.
Tone stays calm, encouraging and inclusive throughout, avoiding pressure, jargon or unsubstantiated wellness claims.
Conversion & CTA
The primary action across this campaign is to view the timetable, book a place or find your nearest studio, progressing toward the attention-building outcome of participants recognising and engaging with the wider chain network. The call to action shifts by content type: awareness content invites participants to find their nearest studio; class-education content invites them to view the timetable; and community content invites them to book a place at a workshop or event.
Awareness-stage CTAs invite participants to find their nearest studio, encouraging discovery of the wider network.
Class-education CTAs invite participants to view the timetable, per the guideline’s approved call-to-action language.
Community CTAs invite participants to book a place at a confirmed workshop or event, per the guideline’s approved patterns.
Tactic & Cadence
The tactics sequence three content types across the 90 days: brand awareness covering shared chain identity and network-wide presence; class education using approved class, workshop, and service names, levels, durations, and booking requirements; and community stories showing belonging, shared milestones, and local participation with consent. Cadence follows the guideline’s central-and-branch calendar: central marketing sets core campaign phases and key dates, while branches add approved local activities and schedules within each phase.
The central-and-branch calendar structure ensures every branch works from the same approved campaign kit and timeline.
Campaign rollout kits are developed once centrally and adapted through designated local fields, per the guideline.
Local adaptation is limited to verified studio details, instructors and community stories, preserving the shared central message.
Budget & Resources
This campaign is resourced through a Zazoozoo Production batch built for a chain-wide campaign-kit content mix appropriate to a regional, multi-studio wellness network, detailed at the channel stage: approximately SG$17,600 in owned content—single posts, carousels, short-form video, email, campaign-kit design and supporting copywriting—in addition to the SG$5,000 Strategy base fee.
This budget reflects the campaign-kit production standard required for centrally developed, locally adaptable assets across multiple studios over a full 90-day cycle.
As a regional brand spanning multiple branches, this budget exceeds the standard single-location domestic baseline while remaining appropriately scaled to a 90-day cycle.
Final channel-by-channel allocation, including any consideration for shared branch-level content, is detailed at the channel stage.
Risks & Mitigation
The main risk is that branch-level adaptation drifts from the approved central promise, pillar definitions or wellness-claim boundaries, breaching the guideline’s local-adaptation-boundary and wellness-and-health-claims rules. Mitigation follows the guideline directly: limit branch adaptation to designated local fields within approved campaign kits, and escalate any proposed changes to claims, pillars or positioning to central marketing.
The guideline’s local-adaptation-boundary rule mitigates adaptation-drift risk by limiting branches to designated editable fields.
The guideline’s wellness-and-health-claims rule mitigates unsupported wellness-claims risk by requiring approved, substantiated language.
The guideline’s branch-consistency-review process mitigates branch-inconsistency risk by regularly sampling content against the shared standard.
Insights & Learnings
This campaign responds to a confirmed inquiry priority of attention, a network-wide-momentum target, an audit finding that branch-level promotions run independently with no shared calendar, and research showing comparable regional wellness chains that phase chain-wide themes across branches build stronger campaign momentum than independently run, branch-only promotions.
Inquiry insight: the chain’s confirmed goal of stronger network-wide momentum and consistent messaging directly set this campaign’s phased objective.
Audit insight: branch-level promotions running independently with no shared calendar confirmed the structural gap this campaign’s framework closes.
Research insight: comparable wellness chains phasing chain-wide themes across branches build stronger campaign momentum, supporting this shared timeline.
Channel strategy
This 90-day channel plan leads with owned media for chain-wide campaign kits and localised content, extends cross-branch discovery through shared participant content, and leaves earned and paid unused this cycle.
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.
Owned channel
Owned is the primary channel of the attention campaign. Owned media includes the chain’s website, social accounts, and email, which are brand-managed assets that central marketing and branches directly control, including all brand-awareness content, class education, and community stories.
Role & Platforms
Owned media strengthens consistency and authority through brand-managed assets and carries this campaign’s full phased, chain-wide storytelling depth. The chain’s primary owned platforms are its website—studio pages, class and workshop information, and booking pathways—social accounts for brand awareness, class education and locally adapted community stories, and email for chain-wide campaign updates and local studio reminders, per the guideline’s platform and studio-page standards.
The website hosts each studio’s location, service and booking information within one shared central structure.
Social accounts carry frequent, locally adapted awareness, education and community content suited to each branch’s audience.
Email supports chain-wide campaign updates and local reminders for participants already engaged with a specific studio.
Objective & Metric
The primary objective is attention: building network-wide campaign momentum and more consistent cross-branch messaging. Success is measured by branch campaign-kit adoption and brand-coherence scores, targeting 90% of branches actively using the approved campaign kit and a measurable improvement in branch-consistency review scores over 90 days, per the guideline’s campaign-rollout-measurement system.
Branch campaign-kit adoption indicates whether the phased structure is translating into genuine network-wide participation.
Brand-coherence scores reflect the guideline’s own regular measure of shared story, tone and pillar alignment.
Both targets are reviewed at the 90-day mark, aligned to one full phased awareness-education-community cycle.
Audience & Targets
Owned media should reach existing single-studio participants directly through class-education and community content, while email supports cross-branch awareness for participants already subscribed to chain updates. The target is 750 tracked “find your nearest studio” clicks or cross-branch profile visits sourced from owned content, tracked against the guideline’s shared KPI definitions.
Participants familiar with one studio are the highest-priority audience for cross-branch discovery content.
Email subscribers represent a lower-cost-to-convert audience for expanded, network-wide engagement.
Cross-branch click growth, not single-studio reach, reflects the guideline’s network-wide measurement standard.
Message & Narrative
Owned media develops the campaign’s full phased arc: brand-awareness content establishes shared chain identity and network-wide presence; class-education content clarifies approved class, workshop, and service names, levels, durations, and booking requirements; and community stories show belonging, shared milestones, and consented local participation. Tone stays calm, encouraging and inclusive throughout, per the guideline’s voice, never pressuring or exclusive.
Brand-awareness content reinforces one approved chain-wide wellness story, per the guideline’s shared-chain-identity rule.
Class-education content clearly distinguishes classes, workshops and complementary services, per the guideline’s class-and-service-clarity rule.
Community content shows belonging and shared practice while remaining inclusive and consent-based, per the guideline.
Conversion & CTA
Owned media’s primary action shifts by content type: awareness content invites participants to find their nearest studio; class-education content invites them to view the timetable; and community content invites them to book a place at a workshop or event. All CTAs use the guideline’s approved, low-pressure language.
Awareness-stage CTAs invite participants to find their nearest studio, encouraging network-wide discovery beyond one branch.
Class-education CTAs invite participants to view the timetable, per the guideline’s approved call-to-action patterns.
Community CTAs invite participants to book a place at a confirmed workshop or event, never using unverified urgency.
Tactic & Cadence
Tactics include centrally developed campaign-kit assets—single posts, carousels and short-form video—adapted through designated local fields, alongside email sends for chain-wide updates and local reminders. Cadence follows the guideline’s central-and-branch calendar: central marketing sets core campaign phases and key dates, and branches add approved local activity within each phase.
The central-and-branch calendar ensures every branch works from the same approved campaign kit and shared timeline.
Campaign kits are developed once centrally and adapted through designated local fields, per the guideline’s campaign-rollout-process rule.
Local adaptation is limited to verified studio details, instructors and community stories, preserving the shared central message.
Budget & Resources
Owned media is resourced through a Zazoozoo Production batch of 20 single posts (SG$2,000), 14 carousel posts (SG$2,100), 9 short-form videos (SG$4,500), 3 email sends (SG$4,500), 5 sets of campaign-kit design (SG$2,500), and 4 sets of supporting copywriting (SG$2,000), totalling approximately SG$17,600, priced against Zazoozoo’s Production rate card.
Short-form video and email carry a substantial share of spend, reflecting the class, instructor and community content this category requires over a full 90-day cycle.
Campaign-kit design covers the locked-and-editable-field structure branches use to localise central assets.
This allocation assumes existing website and booking-platform infrastructure; no structural rebuild is budgeted here.
Risks & Mitigation
The main risk is that branch-level adaptation drifts from the approved central promise, pillar definitions or wellness-claim boundaries, breaching the guideline’s local-adaptation-boundary and wellness-and-health-claims rules. Mitigation follows the guideline directly: limit branch adaptation to designated local fields, and escalate any proposed changes to claims, pillars or positioning to central marketing.
The guideline’s local-adaptation-boundary rule mitigates adaptation-drift risk by limiting branches to designated editable fields.
The guideline’s wellness-and-health-claims rule mitigates unsupported wellness-claims risk by requiring approved, substantiated language.
The guideline’s instructor-credential-verification rule mitigates instructor-credential risk by confirming qualifications before publication.
Insights & Learnings
Owned media was selected as the primary channel based on the inquiry-confirmed reliance on the chain’s website, social accounts and email for studio discovery; the audit finding that branch-level promotions publish independently with no shared campaign kit; and research showing comparable wellness chains build network-wide momentum primarily through owned, centrally coordinated campaign content.
Inquiry insight: participants confirmed the chain’s website and social accounts as their primary discovery route across studio locations.
Audit insight: branch-level promotions published independently, with no shared campaign kit, confirmed the gap this strategy addresses.
Research insight: comparable wellness chains build network-wide momentum through owned, centrally coordinated content, supporting this channel’s primary role.
Shared channel
Shared is the secondary channel of the attention campaign. Shared media captures organic participant-generated content, studio tags and community moments that happen when participants share their class or workshop experience independently, extending the reach of owned campaign storytelling without central marketing or branches directly authoring the message.
Role & Platforms
Shared media fosters organic amplification through community participation and social sharing, driven by participants sharing class moments, workshop experiences, or studio tags independently. Relevant platforms include participant-shared content on their own social accounts and organic community discussion across the chain’s regional markets.
Participant-shared class and workshop moments build independent, credible discovery signals beyond owned-authored content.
Studio tagging extends reach through trusted peer discovery rather than promotional messaging.
These sources are acquired, not authored, distinguishing shared content from the chain’s own owned content.
Objective & Metric
The primary objective is organic discovery amplification: encouraging participants to share genuine class, workshop and community moments. Success is measured by verified participant-content volume and cross-studio tagging, targeting a 20% increase in consented, shareable participant content referencing more than one studio location over the 90 days.
Participant-content volume signals growing organic engagement with the chain’s coordinated network story.
Cross-studio tagging provides ethically sourced evidence of genuine network-wide discovery.
The 20% target reflects shared media’s role in reinforcing, rather than driving, the campaign’s coordinated narrative.
Audience & Targets
Shared media should reach prospective participants discovering the chain through participant-shared content, alongside existing participants willing to share their own class or workshop moments. The target is a measurable increase in unprompted, permission-verified participant content suitable for future reuse on owned channels.
Prospective participants who discover shared content are the primary beneficiaries of strong organic, network-wide proof.
Existing participants willing to share class moments are the source of authentic, reusable discovery content.
All shared participant content requires documented consent before any owned-channel reuse, per the guideline’s participant-privacy-and-consent rule.
Message & Narrative
Shared content is not authored by central marketing or branches directly; instead, this campaign encourages participants to share their own honest class, workshop and community experiences, which the chain can request permission to feature ethically. The guideline’s participant-privacy-and-consent rules—documented permission and appropriate context—apply to any reused shared content.
Participant-authored moments carry more credibility for independent discovery than centrally authored network claims.
Any reused participant content follows the guideline’s consent and context requirements before republication.
The chain never suggests staged exclusivity or cliques, per the guideline’s community-imagery rule.
Conversion & CTA
Shared media’s action is organic: a participant shares a class moment, tags a studio in a workshop reaction, or shares an approved community experience. The campaign encourages this through simple, low-pressure prompts included in class and community content.
Sharing prompts are simple and low-pressure, avoiding manufactured exclusivity or forced participation.
Participants are invited to share their own genuine experience, not pressured into exaggerated engagement claims.
No paid or forced-sharing mechanics are used, preserving shared media’s organic credibility.
Tactic & Cadence
Tactics include a simple sharing prompt within class and community content, monitoring social platforms for organic participant content and studio tags, and a permission-and-consent process for any participant material the chain wishes to feature. This activity runs continuously across the 90 days without a fixed publishing cadence.
Sharing prompts are timed to confirmed class and workshop moments, not a generic fixed schedule.
Continuous monitoring identifies organic participant content suitable for permissioned reuse in owned storytelling.
The consent process, per the guideline’s participant-privacy-and-consent rule, is followed before reusing any shared content.
Budget & Resources
No separate production budget is allocated to shared media in this campaign; its content is sourced organically and curated using existing owned-content review processes, at no incremental cost beyond internal moderation time.
Shared media relies on organic participant participation rather than dedicated production spend.
Curation and consent management use the same review process already budgeted for owned community content.
This reflects shared media’s role as a low-cost, discovery-reinforcing layer on top of owned investment.
Risks & Mitigation
The main risk is that shared-media activity is slower or less consistent than a brand-authored channel, since central marketing and branches cannot directly control when or how participants share. Mitigation follows the guideline directly: make owned class and community content genuinely engaging enough to prompt organic sharing, and maintain a clear consent process for any reuse.
Inconsistent organic-sharing volume is mitigated by consistently engaging, shareable owned class and community content.
Reused-content risk—missing consent or misattribution—is mitigated by the guideline’s participant-privacy-and-consent rule.
Slow organic growth is an accepted trade-off for authentic, ethically sourced participant-driven discovery.
Insights & Learnings
Shared media was assigned a secondary role based on the audit finding that participant-generated community content and studio tags spread informally with no coordinated curation, the inquiry confirmation that participants already share class and workshop moments organically, and research showing comparable chains build cross-branch discovery through consented participant content layered on owned campaign storytelling.
Audit insight: We found informal, uncurated participant content and studio tags, confirming existing organic activity that remains structurally uncaptured.
Inquiry insight: participants already share class and workshop moments organically, meaning shared media’s coordinated potential remains largely untapped.
Research insight: comparable chains build cross-branch discovery through consented participant content layered on owned storytelling, supporting this sequencing.
Earned channel
Earned is the unused channel of the attention campaign. Earned media is not actively resourced in this 90-day plan, since the chain’s current priority is establishing a consistent, coordinated owned and shared foundation before pursuing coordinated press or partnership activity.
Role & Platforms
Earned media builds credibility through third-party validation and media coverage, best suited to regional wellness press, local media coverage and wellness-partner collaborations relevant to the chain’s served markets, once a stronger coordinated owned narrative is established.
Regional wellness press and local media are the most relevant earned platforms for this category.
Wellness-partner collaborations could strengthen credibility once formally scoped and permissioned across the network.
This channel is deferred, not ruled out, for future campaign phases once the coordinated foundation is proven.
Objective & Metric
No earned-media objective is set for this 90-day campaign; this channel is intentionally unresourced while the chain builds its coordinated owned and shared foundation.
Earned media is deferred until the chain has a stronger, more established coordinated content base.
No metric or target applies while this channel remains unused in this campaign.
Revisit earned media once owned and shared performance data is available.
Audience & Targets
Not applicable to this campaign; no audience targeting is planned for earned media.
No audience segment is targeted through earned media during these 90 days.
Future earned activity would target regional wellness press and local media across the network.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no earned-specific narrative is developed.
No message development is planned for earned media in this campaign.
A future earned narrative would draw on this campaign’s coordinated brand-awareness and community content as a credibility foundation.
This channel remains available for future activation once foundational coordinated content exists.
Conversion & CTA
Not applicable to this campaign; no earned-media conversion path is planned.
No CTA is developed for earned media during these 90 days.
Future earned coverage would likely drive traffic to owned studio and class content, not direct bookings.
This channel’s absence does not affect the campaign’s core attention objective.
Tactic & Cadence
Not applicable to this campaign; no earned-media tactics or cadence are planned.
No outreach or pitching activity is scheduled during this campaign period.
Future earned activity would align with a proven coordinated content library and network milestone.
This decision keeps team capacity focused on owned and shared execution.
Budget & Resources
No budget is allocated to earned media in this campaign; all production spend is directed to owned media.
Zero budget is allocated to earned media in this 90-day plan.
Future earned investment would require separate scoping once this campaign concludes.
This reallocation keeps spend concentrated on the highest-priority channels.
Risks & Mitigation
The main risk of leaving earned media unresourced is missing an opportunity for third-party credibility during a momentum-building campaign; this is an accepted trade-off given the campaign’s owned-and-shared focus.
Missed press and partnership opportunities are an accepted trade-off, not an oversight, for this campaign period.
Any inbound press interest during the campaign should still be handled per the guideline’s approval standards.
Reconsider earned media for the next cycle if the current plan succeeds.
Insights & Learnings
Earned media was deprioritised based on the inquiry-confirmed absence of coordinated regional wellness-press or partnership relationships spanning the network, the audit finding that press and partnership activity has been pursued per branch rather than coordinated, and research showing comparable chains earn coordinated coverage only after establishing a consistent, network-wide content base.
Inquiry insight: the chain confirmed no coordinated regional wellness-press or partnership relationships spanning the full network to build from.
Audit insight: press and partnership activity was pursued per branch rather than coordinated, confirming earned media would start uncoordinated this cycle.
Research insight: comparable chains earn coordinated coverage only after a consistent network-wide content base, supporting this channel’s deferral.
Paid channel
Paid is the unused channel of the attention campaign. Paid media is not actively resourced in this 90-day plan, since the chain’s paid activity has historically supported individual branch promotions rather than coordinated, network-wide momentum.
Role & Platforms
Paid media drives reach and acceleration through advertising spend, best suited to Meta and local-search advertising once owned and shared content has established a stronger, more visible coordinated network narrative.
Meta and local-search advertising are the most relevant paid platforms for future cross-branch discovery campaigns.
Paid media is best introduced once owned and shared content has demonstrated genuine network-wide momentum.
This channel is deferred, not ruled out, for future campaign phases with a coordinated discovery objective.
Objective & Metric
No paid-media objective is set for this 90-day campaign; this channel is intentionally unresourced since attention depends on owned coordination and shared amplification rather than additional reach.
Paid media is deferred, since this campaign’s attention objective is addressed through owned and shared channels first.
No metric or target applies while this channel remains unused in this campaign.
Revisit paid media for a future cycle focused specifically on coordinated cross-branch discovery.
Audience & Targets
Not applicable to this campaign; no paid audience targeting is planned.
No audience segment is targeted through paid media during these 90 days.
Future paid activity would retarget participants engaged with one branch toward network-wide discovery.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no paid-specific message is developed.
No message development is planned for paid media in this campaign.
A future paid narrative would likely repurpose top-performing owned campaign-kit content.
This channel remains available for future activation once proven owned content exists.
Conversion & CTA
Not applicable to this campaign; no paid-media conversion path is planned.
No CTA is developed for paid media during these 90 days.
Future paid activity would most likely drive to a “find your nearest studio” or timetable page.
This channel’s absence does not affect the campaign’s core attention objective.
Tactic & Cadence
Not applicable to this campaign; no paid-media tactics or cadence are planned.
No ad campaigns or flighting are scheduled during this campaign period.
Future paid activity would align with a separately scoped cross-branch discovery campaign.
This decision keeps team capacity and budget focused on owned and shared execution.
Budget & Resources
No budget is allocated to paid media for this campaign; all production spend is directed to owned media.
Zero budget is allocated to paid media in this 90-day plan.
Future paid investment would require separate scoping as part of a coordinated discovery campaign.
This reallocation keeps spend concentrated on the highest-priority channels for this objective.
Risks & Mitigation
The main risk of leaving paid media unresourced is slower cross-branch reach growth than a paid-amplified campaign; this is accepted as appropriate given the chain’s branch-specific paid-spend history.
Slower reach growth from paid is an accepted trade-off given this campaign’s owned-and-shared-first attention focus.
Paid media without proven coordinated positioning risks reinforcing single-branch association rather than network-wide discovery.
Scope paid media separately for a future cycle focused specifically on coordinated cross-branch discovery.
Insights & Learnings
Paid media was deprioritised based on the inquiry-confirmed history of paid spend directed per branch rather than coordinated across the network, the audit finding that no chain-wide paid campaign has supported cross-branch momentum, and research showing comparable chains build network-wide momentum through owned and shared content before introducing coordinated paid amplification.
Inquiry insight: existing paid spend has historically supported individual branch promotions, not coordinated, network-wide momentum, confirming a gap this cycle.
Audit insight: we found no chain-wide paid campaign supporting cross-branch momentum, confirming paid infrastructure needs coordinating first.
Research insight: comparable chains build network-wide momentum through owned and shared content before paid amplification, supporting deferral.
Content strategy
This 90-day content plan phases brand awareness, class education and community stories across three sequential phases, publishing primarily through owned media that each branch can localise on a shared timeline.
Content pillars definition
Brand awareness
Content reinforcing the chain's shared wellness identity and network-wide presence, helping participants recognise studios as part of one connected chain rather than separate locations.
Class education
Content clearly distinguishing classes, workshops and complementary services, including level, duration, booking requirements and what participants can expect.
Community stories
Consented participant stories and shared milestones showing belonging and shared practice, inclusive of varied bodies, levels and experience.
Scheduled content
A content library totalling 50 pieces across the 90 days: 20 single posts, 14 carousels, 9 short-form videos and 3 email sends (owned), plus 4 curated community-story placements (shared). Content phases across three sequential cycles—Phase 1 introduces brand awareness (Day 1-30), Phase 2 shifts to class education (Day 31-60), and Phase 3 closes with community stories (Day 61-90)—giving every branch a shared timeline to localise.
Day 1 to 30: Content pieces to produce and publish.
Day 1-10
One Chain, Every Studio, One Shared Story. Launch carousel introducing the chain’s shared wellness identity across all studio locations.
Publish: Day 1. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Shared-chain-identity format, one approved brand description.
Our Approved Wellness Promise. Single post explaining the chain’s realistic, non-prescriptive wellness promise.
Publish: Day 2. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Wellness-promise format, participation and experience over guarantees.
Find Your Nearest Studio. Single post inviting participants to discover the full network of studio locations.
Publish: Day 4. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Regional-campaign CTA: find your nearest studio.
What Connects Every Class We Teach. Short-form video explaining the chain’s shared wellness promise across all classes.
Publish: Day 6. Pillar: Brand Awareness. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Wellness-promise format, participation and experience over outcomes.
Classes, Workshops and More: What We Offer. Carousel clearly distinguishing the chain’s class, workshop and complementary-service offerings.
Publish: Day 8. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, approved names for each offering.
The Studios That Make Up Our Network. Carousel introducing multiple studio locations under one shared visual system.
Publish: Day 9. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Shared-visual-identity format, consistent across all locations.
Welcome to the Network. Email introducing the chain-wide campaign and studio network to subscribers.
Publish: Day 10. Pillar: Brand Awareness. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Chain-wide campaign format, shared identity introduced.
Day 11-20
Meet the Instructors Across Our Studios. Carousel introducing instructors from multiple branches under one shared format.
Publish: Day 12. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Instructor-and-team-representation format, approved biographies across branches.
Every Studio, Same Shared Values. Single post reinforcing consistent chain values across all branch locations.
Publish: Day 14. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Consistent-across-branches format, common voice and terminology.
Progress Looks Different for Everyone. Single post reinforcing the chain’s non-comparative, individual approach to progress.
Publish: Day 15. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Calm-and-encouraging tone, progress over comparison.
A Studio Tour: What to Expect. Short-form video showing a studio’s welcoming atmosphere and layout.
Publish: Day 16. Pillar: Brand Awareness. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Class-imagery standard, welcoming and safe representation.
Start Where You Are. Single post reinforcing the chain’s calm, encouraging, non-pressuring voice.
Publish: Day 18. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Calm-and-encouraging tone, participation over pressure.
One Chain, Many Local Communities. Carousel showing how local studios connect to the wider network identity.
Publish: Day 20. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Network-wide-pillar-alignment format, local and central connected.
Day 21-30
Instructor Spotlight: Teaching Across the Network. Carousel profiling a second set of instructors from different branches.
Publish: Day 22. Pillar: Brand Awareness. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Instructor-and-team-representation format, approved biographies across branches.
The Chain-Wide Values Behind Every Class. Single post explaining the shared values underpinning every studio’s approach.
Publish: Day 24. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Shared-chain-identity format, values connected to every offering.
New to the Network? Start Here. Short-form video welcoming newcomers and explaining the network’s structure.
Publish: Day 26. Pillar: Brand Awareness. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Inclusive, respectful tone; welcome newcomers alongside regulars.
Phase 1 Recap: Discovering the Network. Recap post summarising the awareness phase across all participating branches.
Publish: Day 28. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Campaign-narrative recap stage, coordinated and evidence-led.
Day 31 to 60: Content pieces to produce and publish.
Day 31-40
Phase 2 Opens: Understanding Our Classes. Launch carousel introducing the class-education phase across all studios.
Publish: Day 32. Pillar: Class Education. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, level, duration, booking stated.
Class Levels, Explained Simply. Single post clarifying beginner, intermediate and advanced class labelling.
Publish: Day 33. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, level clearly defined.
Duration, Level, Location: What to Know Before You Book. Single post clarifying practical class details before booking.
Publish: Day 34. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, level, duration, location stated.
View the Timetable. Single post directing participants to the current class timetable.
Publish: Day 36. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Call-to-action format: view the timetable.
What to Expect in Your First Class. Short-form video explaining what newcomers can expect from a typical class.
Publish: Day 38. Pillar: Class Education. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Clear, practical tone with direct booking instructions.
Workshops This Month, Explained. Carousel clarifying upcoming workshops, their duration and booking requirements.
Publish: Day 40. Pillar: Class Education. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, one-off versus recurring distinguished.
Day 41-50
Book Your Place. Direct booking prompt for a confirmed workshop or event.
Publish: Day 42. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Call-to-action format: book your place.
Complementary Services, Explained. Carousel clarifying the chain’s complementary services and how they differ from classes.
Publish: Day 44. Pillar: Class Education. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Complementary-service-accuracy format, service and location clarified.
A Closer Look at Our Workshop Formats. Carousel explaining the range of workshop formats available across the network.
Publish: Day 45. Pillar: Class Education. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, workshop formats distinguished.
How to Prepare for Your First Visit. Video explaining what to bring and expect ahead of a first class.
Publish: Day 46. Pillar: Class Education. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Clear-and-practical tone, direct guidance for newcomers.
A Question We Hear Often: Which Class Is Right for Me? Short-form video helping newcomers choose a class suited to their level.
Publish: Day 48. Pillar: Class Education. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Readability standard, class level and duration explained.
Trial Offer: Your First Class. Promotional post framing a trial offer around the class experience, not price alone.
Publish: Day 50. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Promotion-positioning format; explain the experience before the offer.
Day 51-60
Mid-Cycle Newsletter: Classes and Workshops This Month. Email compiling the cycle’s class-education content and booking reminders.
Publish: Day 52. Pillar: Class Education. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Cross-linking format; link class and workshop information.
Frequently Asked: Do I Need to Book in Advance? Single post answering a common booking-timing question.
Publish: Day 53. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Readability standard, direct answer to common question.
Level Up: Progressing Beyond Beginner Classes. Carousel explaining how participants can progress to more advanced classes.
Publish: Day 54. Pillar: Class Education. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Class-and-service-clarity format, progression pathway explained.
Booking Made Simple: A Quick Walkthrough. Short-form video showing the booking process step by step.
Publish: Day 56. Pillar: Class Education. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Clear, practical tone with direct booking instructions.
Explore Our Full Class Catalogue. Single post inviting participants to explore the full range of classes offered.
Publish: Day 58. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Call-to-action format: view the timetable.
Phase 2 Recap: Classes Across the Network. Recap post summarising the class-education phase across all branches.
Publish: Day 60. Pillar: Class Education. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Campaign-narrative recap stage, coordinated and evidence-led.
Day 61 to 90: Content pieces to produce and publish.
Day 61-70
Phase 3 Opens: Stories From Our Community. Launch carousel introducing the community-stories phase across all studios.
Publish: Day 62. Pillar: Community Stories. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Community-positioning format, belonging and shared practice.
A Note on Inclusive Practice. Single post reinforcing the chain’s inclusive, non-judgemental approach to all bodies and levels.
Publish: Day 64. Pillar: Community Stories. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Inclusive and respectful tone, no assumptions about participants.
A Participant’s Story: Finding a Routine That Fits. Consented community story about building a sustainable practice routine.
Publish: Day 66. Pillar: Community Stories. Format: Single post. Channel: Shared. Platform: Instagram. Style & Structure: Participant-privacy-and-consent format, documented permission.
Shared Milestones: What Our Network Achieved Together. Carousel sharing a verified, aggregated network-wide participation milestone.
Publish: Day 68. Pillar: Community Stories. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Community-positioning format, shared milestones highlighted.
A Participant’s Story: A First Workshop. Consented community story from a participant attending their first workshop.
Publish: Day 70. Pillar: Community Stories. Format: Single post. Channel: Shared. Platform: Instagram. Style & Structure: Participant-privacy-and-consent format, documented permission.
Day 71-80
Welcoming Every Body, Every Level. Short-form video reinforcing the chain’s inclusive, non-judgemental community positioning.
Publish: Day 72. Pillar: Community Stories. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Inclusive and respectful tone, no assumptions about ability or experience.
A Participant’s Story: Connecting Across Studios. Consented community story from a participant who has visited multiple branches.
Publish: Day 74. Pillar: Community Stories. Format: Single post. Channel: Shared. Platform: Instagram. Style & Structure: Participant-privacy-and-consent format, cross-branch connection shown.
A Reminder: Every Level Is Welcome Here. Single post reinforcing inclusive language ahead of a chain-wide community workshop.
Publish: Day 75. Pillar: Community Stories. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Inclusive and respectful tone, no assumptions about participants.
Join Our Next Community Workshop. Booking prompt for an upcoming community-focused workshop or event.
Publish: Day 76. Pillar: Community Stories. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Call-to-action format: book your place.
Behind a Workshop: Preparing to Welcome the Network. Short-form video showing preparation ahead of a chain-wide community workshop.
Publish: Day 78. Pillar: Community Stories. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Community-positioning format, genuine studio interaction shown.
Publish: Day 80. Pillar: Community Stories. Format: Single post. Channel: Shared. Platform: Instagram. Style & Structure: Participant-privacy-and-consent format, documented permission.
Day 81-90
90 Days of One Connected Network. Recap carousel summarising all three phases across the chain-wide campaign.
Publish: Day 82. Pillar: Community Stories. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Campaign-narrative recap stage, coordinated and evidence-led.
What’s Next for Our Network. Single post previewing the next chain-wide campaign cycle.
Publish: Day 84. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Campaign-planning format, forward-looking and specific.
Every Studio Welcomes You. Single post closing the cycle with an inclusive, network-wide welcome message.
Publish: Day 86. Pillar: Brand Awareness. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Inclusive, respectful tone; network-wide welcome.
Thank You for Being Part of the Network. Closing email thanking participants across all studios for their engagement.
Publish: Day 90. Pillar: Community Stories. Format: Email. Channel: Owned. Platform: Email. Style & Structure: Warm, encouraging tone; network-wide appreciation.
Last updated 1 September 2026 by Zazoozoo.
