Shelby Club · Marketing Strategy + Social Media Marketing

The primary challenge for Shelby Club was the lack of cohesive messaging and uncertainty about how to attract a larger audience while improving retention rates. Additionally, the project faced visual branding issues, such as inconsistent colors and an undefined brand identity.

As the marketing strategist, I was responsible for:

Conducting a strategic session to understand Liza’s vision and goals (~4 hours)

Performing market and audience research to align Shelby Club with industry trends (~15 hours)

Developing a brand platform, including personas, DNA, tone of voice (TOV), and other key elements (~10 hours)

Crafting a marketing strategy that outlined tools, channels, and a six-month roadmap (~15 hours)

Creating a content strategy with rubrics and content examples to support social media growth

Discovery and Research We began with a strategic session where Liza shared her business vision and goals. To ensure accuracy, we gathered insights from potential and former customers and conducted in-depth research on the wellness market and trends.

Brand Platform Using our findings, we built a comprehensive brand platform, defining customer personas, lifestyle alignment, DNA, and tone of voice. This helped solidify Shelby Club’s identity and guided the marketing direction for the next six months.

Marketing Strategy Based on the research and brand platform, we developed a marketing strategy that included:

Defining the channels and tools necessary to achieve Shelby Club’s goals

Aligning the website with marketing efforts to create a seamless user journey

Developing over 20 customer journey maps (CJMs) and addressing potential risks

4. Content Strategy

Finally, we created a content strategy that incorporated the visual branding elements and included rubrics and content ideas to drive consistent growth across social media

Over 300 new members joined Shelby Club, with a retention rate of three months

+180% growth on social media, accompanied by positive feedback from Liza

Ongoing consulting with Liza for four months to solidify the results and ensure continued success

Let’s make a difference in your brand and marketing — write me a message or email me!