In 2020, the COVID pandemic caused our service based business to look for other ways to offer our community yoga and wellness from a distance. We began with turning our weekly class schedule into live virtual streams as well as creating youtube videos as free evergreen content. However, as quarantine went on, the mental health decline of overworked essential peoples became a crisis.

We launched the virtual Self Care Series; a self love flow focused on connecting community, moving mindfully, and releasing emotions. Our targeted groups included educators, healthcare workers, space holders, small business owners, and mothers. Each of these groups were who our staff felt personally connected to, allowing them to bring an authentic take on how to care for yourself when being in a caretaker position. We launched the virtual Self Care Series; a self love flow focused on connecting community, moving mindfully, and releasing emotions. Our targeted groups included educators, healthcare workers, space holders, small business owners, and mothers. Each of these groups were who our staff felt personally connected to, allowing them to bring an authentic take on how to care for yourself when being in a caretaker position.

Our marketing strategy became completely digital and word of masked-mouths. Since the series offerings were virtual, people anywhere could attend but we focused on the Cleveland community by using the teachers' connections in our targeted groups. We also learned to promote the Selfcare Series branded graphics on our social platforms using targeted ads based on similar demographics and interests.
Making the pivot to all virtual was a learning experience that showed the value of our digital presence and the power of connection.

Goals

Convert studio offerings to virtual platform 

Digital Marketing using targeted ads on facebook

Self care education for essential workers during pandemic

Media

Social media scheduling and management

(8) Series graphics (5) Videos from instructors

Mug design