Excerpt, pages 2 to 4 of 12. Fictional brand, written to show the format.
Goal for the month
Fill the 6:15 am and 9:30 am weekday classes with people who live or work within a 15-minute drive. Every post points to one offer: the $25 intro class, booked through the link in bio. Target for the month: 40 intro class bookings from social, tracked with a "How did you hear about us?" question at checkout.
Platforms: Instagram (5 feed posts a week plus daily Stories) and TikTok (3 posts a week, mostly Reels reposted with native text and sound).
Content pillars
- Inside the studio (about 30% of posts). Real classes, the instructors, the reformers, the street outside the door. Goal: make a first visit feel familiar before it happens.
- Form and technique (about 30%). One movement, one cue, one common mistake per post. Goal: show expertise without asking for anything in return.
- New here (about 25%). What to wear, what a first class looks like, price, how to book. Goal: remove the small reasons people put off a first booking.
- Local life (about 15%). The neighborhood, early mornings by the water, the cafe next door, members' routines (with written permission). Goal: show the studio as part of the area, not a chain.
Week 1
| Day | Pillar | Format | Hook | Call to action |
|---|---|---|---|---|
| Mon | New here | Reel, IG and TikTok | What actually happens in your first reformer class | Book the intro class |
| Tue | Form and technique | Carousel, IG | 3 cues that fix your hundred | Save for your next class |
| Wed | Inside the studio | Reel, IG and TikTok | 6:15 am at Saltmarsh, unedited | Follow for class times |
| Thu | New here | Single image, IG | Everything you need to bring fits in one hand | Book through the link in bio |
| Fri | Local life | Reel, IG | Where our instructors get coffee after class | Tag who you would bring |
| Sat | Form and technique | Reel, TikTok | The bridge mistake we correct most often | Try it and tell us how it felt |
| Sun | Inside the studio | Stories, IG | Next week's timetable, open spots marked | Tap to book |
Weeks 2 to 4 follow the same rhythm, with one change: from week 3, the Wednesday Reel features a member's first class instead of a studio walkthrough, provided the member agrees in writing.
Full captions
Monday, Reel (Instagram, reposted to TikTok)
On-screen hook: What actually happens in your first reformer class
Caption:
Never been on a reformer? Here is your whole first class, start to finish.
You arrive 10 minutes early. Someone shows you where the grip socks, water and lockers are. Your instructor sets the springs for you and explains the footbar, the straps and the sliding carriage before you start.
The class is 50 minutes, capped at 8 people, and every exercise has an easier version. Nobody is checking how flexible you are. They are all busy with their own springs.
Intro class: $25, weekday mornings and Saturdays. Tap the link in our bio and choose "First time."
Notes: film from the instructor's side of the room so viewers see the setup, not just the exercise. Keep the Reel under 30 seconds.
Thursday, single image (Instagram)
Image: grip socks, a water bottle and a hair tie on the bench by the door.
Caption:
What to bring to your first class:
- Grip socks (or buy a pair at the desk for $8)
- A water bottle
- Clothes you can lie down and stretch in
That is the whole list. We have towels, lockers and a hair dryer, and every reformer is wiped down between classes.
If mornings work for you, the 6:15 am and 9:30 am weekday classes are the easiest to get into. Book your $25 intro class through the link in our bio.
Notes: reply to every comment the same day using the saved replies on page 10. Questions about price or parking go into the FAQ highlight at the end of the week.
