Image via Open’s blog “Ego”
Project overview
Open is a mindfulness studio, providing in-person and online classes in meditation, music, breathwork and movement to help bring people into the present moment.
Building off of an already established brand strategy, I helped the startup deepen its engagement with its online community and launch its new iOS app in early 2021.
MY ROLE
As a freelance consultant, I worked with the VP of Marketing to plan and write Instagram copy, blog posts, and UX copy on mobile screens for the launch of its iOS app. I developed a posting framework for planned Instagram content, generated thought-starters and creative ideas for upcoming social content and campaigns, and compiled a list of potential creative content collaborators. In addition to content planning, I was also responsible for writing original captions for Instagram posts on a monthly basis, working in tandem with their creative agency partner to source visual/design assets.
I was also brought in to write mobile copy for the launch of Open’s first iOS app, which involved high-level UX strategy to design the sign-up flow for online classes.
Over time, I was hired on retainer to provide ongoing editorial and copywriting support, including ideating creative concepts, writing Instagram captions and blog posts, and managing a social editorial calendar for Instagram.
I also advised the founders on how to articulate their mission, vision and approach.