Module 13: Social Media Marketing Campaigns & AI Use Assignment 1

 I'm putting together a six-week social media campaign for Sea Salt Studio to bring in new students and actually connect with our Encinitas community. The theme is "Find Your Flow at Sea Salt"—focusing on how yoga isn't just exercise, it's about finding balance and becoming part of something bigger. My goals are clear: grow Instagram by 150 followers, get 30 new students signed up, drive 50 website visits per week from social, and boost engagement to 8% or higher. I'm targeting women 25-45 in North County who value wellness and community, but also men interested in stress management.

"Budget" is $800 total—$400 for Instagram ads, $200 for professional photos, $150 for welcome packages, and $50 for email tools. The timeline breaks into three phases: weeks 1-2 for pre-launch prep (photo shoot, content calendar, setting up ads), weeks 3-5 for active campaigning (daily Instagram posts, Facebook updates, email newsletters, partner features), and week 6 for wrap-up (results, thank you posts, surveys). Instagram is the primary platform with daily posts, stories, and Reels showing flows and student spotlights. I'm using a weekly content structure—Motivation Monday, Tutorial Tuesday, Community Wednesday, Wellness Thursday, Flow Friday, and weekend behind-the-scenes content.

To drive action, I'm offering incentives: first-class free for new students, referral rewards for existing ones, a week-four flash sale, and a giveaway for a free month of unlimited yoga. During the campaign, I'll respond to comments within two hours, share user content, engage with local businesses, and monitor ad performance daily. I'm also sending weekly newsletters and hosting Q&As in stories. After it wraps, I'll analyze everything—follower growth, cost per acquisition, which content performed best, website traffic, and which platform actually converted people into paying students.

The real questions I'll be asking: Did we hit our goals? What content resonated most? Which partnerships worked? What unexpected challenges came up? This isn't just about numbers—it's about building genuine connections and making yoga accessible. The insights from this campaign will shape our strategy going forward, but the mission stays the same: creating a welcoming space where everyone can find their flow.

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