Case Study: Shane the Coach
Introduction
Shane (@shanethecoach) is a breakdancer and fitness instructor based in India, founder of Street Fit Movement and member of Black Ice Crew. He offers dance and fitness classes both in-person and online. He has been using Instagram to share his journey and bits of his personal life, with the goal to increase reach to more of his audience.
Shane currently has 5,563 followers on his personal Instagram profile and he plans to continue to grow that following to support his business and increase brand awareness. He is currently posting when he has time, with content that he has stored and ready to use. Through pictures, videos, and reels, Shane shares his dance moves and a snapshot of his life outside of teaching dance.
Project Scope
Shane came to us asking for help in structuring his social media activity. His main concern was that his day-to-day was filled with responsibilities and tasks and classes, and at the end of the day when he was meant to post something online, he was usually too short on time to create a meaningful post. As such, he asked us for a strategy and structure that could streamline his social media process so that he could post more often.
We began with the core idea that in order for a personal social media brand to be successful and continue to gain followers, it needs to be updated constantly and consistently. Then, we added the foundation that niche brands are more successful and gaining a loyal and valuable following. Finally, we planned to put all of these ideas, details, and processes into a playbook that Shane could use moving forward for his social media activities.
Project Progress
In about 2 weeks, Azra and I successfully created a 40-page playbook to help Shane organize and standardize his Instagram activities. In this playbook, we...
Agreed on his mission & vision and value proposition
Conducted basic competitive analysis
Solidified his brand personality and messaging
Identified his main content pillars
Built a content calendar out for 3 months, with flexibility for edits based on Shane’s personal preference
Outlined best practices customized to his niche audience and specific situation
Provided other creative campaign ideas he could try out
Of course, this is just the first step. Now, Shane and his team will have to take the playbook and bring it to life. We’re excited to see how this will change the way Shane engages on Instagram and the amazing results it will have! Stay tuned for an update in a few months!
