About

Gather Pottery is a spacious, inviting, ceramics studio located in Interbay, Seattle. With 25 pottery wheels, 3 kilns, slab roller, extruder, ample well-lit workspace, and an outdoor covered deck, you'll find everything you need to explore your creativity. Natural light fills the studio, creating an inviting atmosphere. At Gather Pottery, we believe in fostering a sense of community.

 

Situation

As a Seattle-based community pottery studio with creative content they were struggling with execution on social media. With a warm, fun studio not enough people knew about Gather Pottery. Classes and memberships were offered but were lacking in sign-ups. 

 

We are a Seattle-based community pottery studio with creative content but struggling with execution on social media. We're a really wonderful, warm and fun studio, but not enough people know about us! The end goal is to grow - which means more class and membership sign-ups. We're about to make a big announcement about our hours that should attract new members. We're looking for a skilled social media person to take on the execution and optimization of our ads on IG and FB, plus expand Tiktok (which TBH we're all a little scared of and don't want to get it wrong!). A skilled advisor who's willing teach and advise on our content as well would be a huge plus. We're open to ideas on other channels beyond social - OOH has worked really well, when we find the time to get out there and put us signs, for example. We target very local - within a couple of miles of our location, because that's really our market.

 

Strategy

Utilize existing assets to grow community through social media and create a sign-up performance engine with tracking. Through paid media develop a local community to become stable through organic support. Test creatives that speak to a local market driving engagement and capture high intent audiences.

 

Implementation

To bolster community awareness a Followers-Likes campaign was created with a set radius from the studio location, avoiding the Advantage+ pitfall targeting potential customers despite location.

Through Notion communication was coordinated between paid and organic to boost important UGC and event based creative encouraging Engagement and sharing.

Performance was established by setting up a Meta pixel and CAPI to strengthen CPA data signals and encourage a faster creative learning cycle. A Sales campaign was setup with a sign-up goal leading to three different destinations at the ad group level - Classes, Membership Information, and Membership Sign-up.

 

Results

Within two months followers within a six mile radius grew from less than 200 to 3.1k leading to a vibrant and engaged community that would organically comment on and share posts. Purchases were optimized to a $34 CPA resulting in 6x ROAS with a $3k LTV for paid members.