How we made an entrepreneurial’s vision a reality in only three years
Client: Amy Fournier
Results:
3X increase in brand recognition
358% increase in branded product sales
22K social media followers
4X in podcast advertising ROI
Scope:
Personal Branding Strategy / Social Media / Copywriting / Graphic Design / Short Form Video Production / Blog Management / Email Marketing / Paid Ads / Podcast Promotion
The Challenge:
Amy Fournier is the epitome of integral health. With unwavering commitment, she champions the holistic trifecta of mental, spiritual, and physical fitness, urging people to work out not just their bodies but also their minds and soul. Yet, despite her tireless dedication, her message remained hidden for far too long. In 2018, she was consumed with managing her bustling fitness studio, leaving little time to establish her brand and broadcast her life-changing philosophy.
The Solution:
With Milk Media’s expert guidance, Amy Fournier transformed from a busy fitness studio owner to a holistic health thought leader. By crafting her personal branding strategy, refining her image and messaging, activating her social media channels, and building a vibrant community on Facebook, Fournier's message of mind-body-soul wellness is now empowering individuals worldwide.
Phase 1: CREATING A PERSONAL BRAND
Amy was determined to showcase her true self in all her glory, with her holistic view, infectious optimism, vibrant energy, feminine charm, fun-loving nature, unshakable confidence, and youthful spirit. We created the pictured mood board and adapted the image to fit her vision.
Brand Colors
While many girls outgrow their "pink phase," Amy's love for seeing the world through rose-coloured glasses never waned. Like fashion brands Betsey Johnson and Victoria's Secret, pink exudes youthfulness, energy, and confidence. To Amy, pink embodies femininity, regardless of the shade, which aligns with her work helping women embrace their natural goddess nature while maintaining their sovereignty and warrior spirit.
Personal Branding Photography
Amy was determined to showcase her true self in all her glory, with her infectious optimism, vibrant energy, feminine charm, fun-loving nature, unshakable confidence, and youthful spirit. While many girls outgrow their "pink phase," Amy's love for seeing the world through rose-coloured glasses never waned. Pink exudes youthfulness, energy, and confidence, like fashion brands Betsey Johnson and Victoria's Secret. Regardless of the shade, pink embodies femininity, which aligns with Amy's work helping women embrace their natural goddess nature while maintaining their sovereignty and warrior spirit.
Brand Consistency
No matter what channel of Amy Fournier you tune into, her visual elements are always the same. Her message was crafted by our team to hit that sweet spot of the things she is passionate about and to align to topics that will resonate with her target audience, 40-60-year-old women that are in search of a more meaningful life, especially those who struggle with self-love, boundary-setting, and health. We incorporated her brand colour and fonts into her communication and helped triple brand recognition.
Phase 2: BUILDING A COMMUNITY
Amy aimed to impact lives. We helped her identify her community, establish direct connections, and foster interaction. In three years, we expanded her following to over 20,000 women, who engaged with her through online classes and events and spread her message.
Growing social media channels
Amy exemplifies the power of personal branding on social media. She effectively utilized Facebook, Instagram, and YouTube to convey a consistent message while adapting her content to each platform's unique features. Amy demonstrated her personality and expertise by sharing vlogs of her daily life, creating simple graphics for complex topics, offering behind-the-scenes glimpses into her business, and publishing health-related posts.
The Weekly Newsletter
The weekly email was leveraged to support Amy’s business and side hustles. By providing teasers of content, she would drive readers to her website or directly into the transaction page. She promoted her book, grew the podcast, drove sign-ups to online classes, sold tickets to speaker gigs, sold branded products and got referral fees for sponsored products. Her CTR had an 89% increase, and sales rose from $35 to $330 on average per email sent.
Awakening Aphrodite Podcast
Amy's beloved creation, Awakening Aphrodite, brought together over 100 guests to engage in profound discussions on female-centric themes. Our team supported her vision by crafting trailers, editing interviews into bite-sized videos, and designing graphics and ads. Her social media channels drove 87% of the podcast's overall traffic thanks to our collaboration.
Connecting with readers
We know that content creation is king, but distribution is queen, so we used pillar content and broke it into five SEO-friendly micro-pieces for the blog each week. These would then be promoted on Instagram stories, emails and Facebook posts. As a result, we now reach over 2,000 readers each month. We've monetized this effort by linking the articles to Amy's products. Additionally, visitors spend the most time on the blog page, averaging 4.3 minutes per visit.
Using PR as a tactic to reach a larger audience and build trust
According to the Pew Research Center, only 27% of U.S. adults trust the information they find on social media. But 56% trust national news media, and 75% trust local news outlets. Our team wrote press releases and scheduled interviews to get Amy’s name out and gain more credibility. She was featured in 13 online magazines and news outlets, including Health & Fitness Magazine, Northshore Magazine, The Daring Spirit Blog, and others.
