Timeline 2017 - 2025
900+
78%
8
2023
CLIENTS SERVED
RETURN RATE
YEARS BUILT
BEST OF AWARD
In service-based businesses, client retention directly impacts lifetime value and sustainable growth. The challenge was clear: design a content system that would drive measurable retention beyond industry averages.
With 900+ clients and limited resources, I needed to:
- Increase client retention and repeat purchase behavior after initial packages
- Reduce churn through strategic, timely communication
- Create scalable content systems that maintained personalization
- Drive referrals and organic growth through exceptional experiences
The Goal: Transform one-time clients into loyal advocates through content-driven engagement at every touchpoint.
Result: Achieved 78% client return rate, nearly double typical service industry retention, through strategic trigger emails, personalized journeys, and conversion-focused content.
Phase 1: Initial Journey (Stages 1 -3)
1 - Discovery: Client is searching for a solution through word-of-mouth, social media content and Google search.
2 - Initial Contact: Client takes the first step by filling out a form, sending a DM/email, or making a phone call to ask questions.
3 - Consultation: A 1:1 meeting to assess the dog's behavior, explain All Ears method, and present Custom Plan with package options. |
Phase 2: Services & Loyalty Loops (Stages 4 - 7)
4 - Second Session: The client's second 1:1 training session. Focused on foundations and building trust.
5 - Active Training: Progressive training, troubleshooting with education materials, recaps and reminder emails.
6 - Sustained Progress: Additional sessions, group classes and continues 3-6 months. Re-engagement offer, advanced course schedule. 7 - Loyal Advocates: Graduates, actively refer, testimonials and active social presence. |
With journey maps established, I built a scalable content and operations framework that would support 900+ clients:
Knowledge Management
Built a content library of training resources—action item templates, video demos, breed guides—to ensure consistency across sessions while reducing manual content creation time.
Process Optimization
Implemented automated scheduling and feedback systems that streamlined client management, freeing up time for high-impact content strategy work.
Research-Backed Communication
Designed educational materials that translated complex behavioral science (from 1.5 years of hands-on handling experience across 200 breeds) into accessible, actionable content for all client types.
Result
Reduced onboarding and admin time by 40% through systematized content processes, allowing focus on high-value client interactions and content optimization.
Strategic Email Content & Nurture Campaigns
I built a comprehensive email ecosystem that educated, engaged, and retained clients throughout their lifecycle.
Email Content Strategy:
Welcome Series: Onboarding new clients with trust-building content and service expectations (see user flow diagram below)
Educational Newsletters: Pet care tips, seasonal advice, and behind-the-scenes stories that kept the brand top-of-mind
Re-engagement Campaigns: Strategic timing to bring back clients after package completion—triggered at 21-day no-booking threshold
Milestone Celebrations: Personalized messages for pet birthdays and service anniversaries that reinforced emotional connection
Content Design Approach:
Voice & Tone Development: Authoritative trainer expertise balanced with warm, empathetic language
CTA Optimization: Every email included clear next steps with friction-reduced booking links
Subject Line Testing: A/B tested open rates and continuously refined based on performance data
Segmentation Strategy: Customized content based on breed type, client persona, and journey stage.
Result: Email triggers were the primary driver of the 78% return rate, with recap emails achieving 45%+ open rates and reminder emails recovering at-risk clients.
78% Client Return Rate
Strategic content turned first-time clients into loyal, recurring customers
900+ Clients Served
Scalable messaging systems supported 8 years of sustainable growth
Award Recognition
2023 Best of South Sound Award validated content-driven reputation
Reduced Friction
Educational content and clear journeys decreased support queries and improved outcomes
I don't just write copy. I design content systems that guide users through meaningful journeys. At All Ears Petcare, I proved I can:
- Develop comprehensive content strategies that drive measurable business outcomes
- Create cohesive narratives across multiple touch points and channels
- Actively managed case load of 55+ clients while executing 3+ content projects per quarter
- Use data and user feedback to continuously improve messaging
- Build trust through thoughtful, personalized content at scale
- Balance conversion goals with authentic brand voice and user needs
Conversion Focused Social Content
Conversion Focused Social Content
Instagram wasn't about vanity metrics—it was a strategic conversion tool backed by analytics and intentional messaging. Every post was designed to educate, build trust, and guide followers toward booking.
Content Pillars & Performance:
Stories: Real-time updates showing transparency in training methods and day-to-day work. Used daily engagement loops to stay top-of-mind and answer common questions in the moment.
Reels: Educational content demonstrating breed-specific expertise and training techniques. Positioned me as the go-to expert for behavioral issues, not just basic obedience.
Analytics-Driven: Tracked which content types drove inquiries vs. passive engagement. Optimized posting times, content formats, and messaging based on conversion data, not likes.
Conversion Focus: Every post included clear next-step CTAs. Whether booking a consultation, downloading a resource, or joining a group class. Content guided followers through awareness → consideration → booking.
Content Strategy:
I wasn't posting to go viral, I was posting to convert qualified leads
Used breed-specific content to attract ideal clients (owners of high-energy or behavioral challenge breeds)
Behind-the-scenes content showcased the years of handling experience and depth of expertise
Client success stories (with permission) served as social proof and reinforced the "All Ears Method"
Result: Organic social drove 65% of new client inquiries, with zero paid advertising spend over 8 years.
Iterative Content Testing & Optimization
Iterative Content Testing & Optimization
Continuously tested and refined messaging across all touchpoints to improve clarity, reduce friction, and increase conversion.
Testing & Refinement:
A/B Testing: Tested email subject lines, send times, and CTA placement to maximize open rates (45%+) and booking clicks
Service Description Optimization: Refined pricing language and service descriptions based on client questions during consultations—if multiple people asked the same question, the content needed improvement
Booking Flow Analysis: Analyzed drop-off points in the consultation booking process to improve form copy and reduce abandonment
Feedback Loops: Gathered post-session feedback to inform content guidelines, identify gaps in educational materials, and understand what resonated with different personas
Result: 40% reduction in onboarding and admin time through content systematization, allowing focus on high-impact strategic work.