EVENTS & WELLNESS / CONTENT STRATEGY & SYSTEMS
Workshop LI
From a busy studio running on instinct to a business with the systems, content strategy, and partner alignment to actually scale what they'd built.
THE CHALLENGE
Events were selling. The business wasn't keeping up.
Workshop LI had something most small businesses would envy: a full calendar. Toddler art classes, sensory play, music workshops, birthday parties, community events — the studio in Wantagh had built real traction. The problem wasn't demand. It was everything behind the demand.
Marketing was manual and reactive. Posts went up when someone had time. Events got promoted inconsistently, which meant some filled up and others didn't, without a clear reason why. The team was shouldering the promotional load for partner-run events that partners weren't actively promoting themselves. And across Instagram, Facebook, TikTok, and Google Business, the brand was showing up differently everywhere — no unified voice, no content structure, no system tying it together.
The Linktree that was supposed to route people through the customer journey wasn't doing that job. Customer segments — the parents bringing toddlers on Tuesday mornings, the adults booking wellness workshops on weekends, the event planners looking for a venue — were all lumped together with the same message. And with no scheduling tools or content templates in place, the idea of showing up consistently felt impossible on top of everything else the team was already managing.
A content and operations system built for how the studio actually runs.
WHAT WE BUILT
- Full Customer Clarity Profile with three distinct personas, each with their own entry points, motivations, and messaging triggers
- Feature-to-benefit matrix mapping each offering to what each audience actually cares about
- Separate message blocks per segment so content stops speaking to everyone and starts speaking to someone
- Weekly content formula across six pillars — event promotion, testimonials, spotlights, education, community, and behind the scenes
- Full 4-week content calendar built around the real schedule, with actual events and seasonal hooks built in
- Adobe Express template library organized by content goal so the team can execute without recreating every post from scratch
- Instagram bio and Highlight structure rebuilt around the customer journey
- Facebook Events tab and review system activated for consistent community visibility
- TikTok strategy built around low-effort behind-the-scenes content
- Google Business profile rewritten and optimized for local discovery
- Linktree overhauled to route visitors by what they came to do
- Partner presentation framework that shifts the dynamic — Workshop LI as a content engine, partners as active participants
- Clear promotional expectations per event type, defined before partners sign on
- Metricool integrated into the workflow with scheduling practices so content planning isn't a daily scramble
THE SHIFT
- One message for every audience — parents, adults, and event planners all the same
- Posts going out when someone had time, with no structure or strategy behind them
- Partners expecting Workshop LI to promote their events, with no shared responsibility
- Four platforms, four inconsistent versions of the brand
- No scheduling tools, no templates, no repeatable workflow
- A Linktree sending everyone to the same place regardless of why they came
- Three distinct audience segments, each with their own messaging, entry points, and content hooks
- A weekly content formula generating 25 posts a month, tied to the actual event calendar
- A partner presentation that establishes shared promotional responsibility from day one
- Consistent brand presence across Instagram, Facebook, TikTok, and Google Business
- Metricool and Adobe Express integrated — a workflow the team can actually sustain
- A Linktree that routes visitors based on where they are in the customer journey
"She provided us with a wealth of information and tools that helped streamline our customer segmentation and improve our marketing management. We now have a clearer approach to showcasing who we are and what we do."
KRISTEN ESTELA — WORKSHOP LI
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Start with a call. We'll figure out where you are and what makes sense to build first.