Building Numbers and an Online Community
Pistils & Pollen not only provides plant expertise, but creates a true community of plant parents looking to share their joy and insights. James, the heart and face of Pistils & Pollen, came to INDIRAP looking to create a quality Master Class to set plant parents up for success. Thanks to the incredible success of the class, James continued the partnership with monthly social media content to create a consistent, engaged brand presence and elevate his current social posts.
James had been creating social content on his own, and then with a partner, for years, but was not seeing the traction he wanted on his social channels. He came to INDIRAP wanting to ensure we could create and launch a Master Class that truly made an impact. He was also curious about our social media services, having seen the high quality content we produce for other brands, but wanting to understand our process and how we achieved real results.
Our challenge was, first, to turn James’ knowledge into clear, engaging classes that spoke directly to his audience with the brand voice, creating a welcoming and approachable path into plant parenthood. Second, we needed to create a strategic, varied monthly content plan that allowed his expertise to shine and created that sense of community on his social channels.
James’ first priority was to launch the Master Class, so we started at preproduction, discussing his topics, goals, location, and how we can bring each theme and lesson to life. James used his expertise to write incredible scripts that we helped craft to fit well to video. We outlined the visuals that would pair with certain key sections of the script, as well as developed a shotlist that made the most of the gorgeous Conservatory background. We used a teleprompter to ensure James’ comfort on camera as he read the scripts, and coached him towards a natural delivery that reflects his love of plants and beginner-friendly approach.
We then created a full distribution strategy, including paid ads, social media, longform content, email campaigns and landing pages, all to draw in an audience not only to the course, but to James’ existing social presence.
Our social media team then developed a solid social media strategy, including content, posting rhythm and copy, to boost James’ profiles, get his content to the right audience, and create more of what they responded to. We work monthly with James to choose, plan, produce, edit and post dynamic, varied content, which entertains and educates his audience, as well as highlights any new classes, merch or opportunities.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Miraval Specialist profiles created a connection between future guests and the experts they’d be guided by onsite, building trust as they shared their backgrounds, personalities, and approaches. Guided Classes offer a sneak peek at the services Miraval offers, and allows anyone to learn, experience mindfulness, and try different meditation styles at home. We also elevate each aspect of Miraval’s guest experience with welcome, training and “take home” content. Using animation added variety to the Miraval content library, reflected their brand feel with the style, colors and characters, and worked to engage viewers immediately.
This phase addresses guest FAQ's and extends the Miraval experience beyond the resort visit. Take-home experiences like a sound library and guided meditations allows guests to continue their mindfulness journey on their own. Video tutorials integrated throughout their website and digital platforms answer common questions, guide potential guests towards booking and set them up for the best possible visit with ease. Ads and social posts draw attention to new experiences, support current marketing campaigns and grow general awareness of what Miraval has to offer.
This suite of content focused on Miraval’s Group Trip experiences, both for family and friends, as well as corporate retreats. Storyboards turned into gorgeous visuals that truly reflect the environment, relationship building and growth Miraval Resorts can offer visitors. This content was designed to live on their websites, be shared in sales situations and cut down for social sharing.
We continue to showcase new experiences, elevate processes with effective content, and deliver social posts and ads for a wide variety of platforms. Their unique, mindful, natural brand is reflected in all we do, resulting in a soundscape-forward, easy paced, authentic content library.
Get ready to grow your brand smarter, faster and more predictably with INDIRAP. Book a time to speak with one of our growth experts today and learn how you can turn content into profit for your business.