Zoe Hartbeeps
A brand new franchise given a full social strategy, a library of on brand posts and a working email programme, all ready before the doors opened.
- What I did
- Content strategy · Post design · Copywriting · Email programme
- What it is
- Instagram and Facebook · MailChimp · Brand system
- Who it is for
- Brand, social and email, no code
- Status
- Live
- 45
- Email campaigns built
- 100+
- Social posts created
- Live
- Posting now
The problem
A brand new franchise with nothing to post and nobody to post to.
Opening a franchise gives you a brand. It doesn’t give you a social presence, a content plan or an email list.
Head office supplies the identity and the artwork rules. After that it’s entirely on the franchisee to turn that into an actual feed: what to post, when, in what order, saying what. From zero, across five areas, before a single class has run, whilst also being the person who runs the classes.
Doing it badly is worse than not doing it at all. Off brand posts on a franchise account are a headache for head office as much as for the franchisee, so everything has to sit inside the rules exactly.
What I did
Learned the brand properly, then built the whole programme.
I went through head office’s existing material first and worked the rules out from the evidence instead of guessing: the colour set, how the artwork can and can’t be used, where the logo sits, even the house style for headlines. That’s the bit that makes the posts look like they came from the brand.
Then I built the programme. A library of Instagram and Facebook posts at feed and story sizes, covering announcements, class descriptions, the launch offer, testimonials and referrals. Alongside it, 45 email campaigns loaded and ready, with the welcome sequence firing automatically the moment somebody signs up.
What was delivered
- Content strategy and posting plan across five areas
- A post library at feed and story sizes
- Copywriting inside head office house style
- Launch offer positioning and wording
- 45 email campaigns built and loaded into MailChimp
- An automated welcome sequence, live
- Accreditation badges rebuilt to brand
- Handed over so they can keep running it themselves
This one sat inside a franchise brand, so the job was working out somebody else’s rules and staying inside them. Plenty of the work I do goes the other way. If you need a logo designing from scratch, that’s fine. If you’ve already got one you’re attached to, I’ll keep it and build a fresh look around it: colours, type, how it all hangs together. Either way you end up with a brand sheet, so anyone who touches your marketing after me knows exactly what to use and nothing drifts.
What changed
Posting, with the rest already in the bank.
The first posts are out and the email programme is running. The rest of the library is built and waiting to be scheduled, which is the point of doing it up front: there is always something ready to go, so a quiet week never turns into a silent one.
All of it was in place before opening rather than being scrambled together afterwards, which is the difference between launching with an audience and launching to an empty room.
This one earns its place for a specific reason. Most of my work is software and it’d be easy to assume that’s all I do. There isn’t a line of code in this: strategy, brand judgement, design, writing. And it’s live.
Want something like this
If the Zoe Hartbeeps story sounds like your business, tell me about it.
No pitch and no obligation. Tell me what you’re running on now and what’s going wrong with it, and I’ll tell you straight whether it’s worth doing.