MA
MEAS Active
Fitness / Activewear · Women's Performance Apparel
Package
Signature
Start Date
May 2025
Primary CTA
Shop E-Comm
Posts / Week
2
Current Phase
No Accordion
Latest Score
7.1 — Building
This Month's Focus
AM-updated each month — active CTA, content priority, and any running campaigns
Monthly Focus — AM Managed
March 2026
Active CTA
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Content Priority
Click to edit
Active Campaigns / Notes
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Strategic Direction
Account narrative and Instagram's role for this client
MEAS Active is a women's performance activewear brand founded by Erin Roddy — an avid runner, designer, and entrepreneur based in Cincinnati. MEAS was built on the belief that activewear should work as hard as the women who wear it: functional, elevated, and designed for real movement. The brand's core differentiator is its founder-led identity — Erin's authentic voice, community-first ethos, and deep roots in the Cincinnati running and wellness scene give MEAS a warmth and credibility that mass-market activewear brands can't replicate.
Instagram's primary function for MEAS is to build brand authority and community around the Wellness-Driven Woman, drive e-commerce discovery and conversion, and position Erin as a trusted voice in women's fitness and wellness.
01
Drive e-comm discovery — product visibility and purchase intent through styling and movement content
02
Build community authority — founder-led voice, women's features, Cincinnati wellness roots
03
Inspire movement — training tips, wellness challenges, and lifestyle content that earns saves and shares
Content Strategy Map
TOFU / MOFU / BOFU — goals, KPIs, and content formats per funnel stage
Top of Funnel — Awareness
Reach New Audiences
50% of content
- Reach & Impressions
- New Followers
- Shares & Views
Formats
Trending ReelDay-in-the-LifeWomen's RoundupUGC FeatureMiddle of Funnel — Consideration
Build Trust & Engagement
30% of content
- Saves & Comments
- Profile Visits
- Avg Watch Time
Formats
Product Styling ReelOutfit TransitionCarousel LookbookBottom of Funnel — Conversion
Drive Purchase Action
20% of content
- Link Taps & CTR
- Profile Conversion Rate
- Story Link Clicks
Formats
Move of the WeekDirect ResponseProduct DropContent Pillars
Core content themes every post should align to
PILLAR 01
Community & Collaboration
Awareness / Entertainment
Celebrate real women, real stories, and the community behind MEAS. Share founder vulnerability, women's features, Cincinnati running scene, and brand partnerships that reinforce the brand's community-first identity.
PILLAR 02
Street to Studio Looks
Promotional / Conversion
Showcase MEAS product doing the work it was designed for — and looking elevated while doing it. Styling reels, outfit transitions, and lookbook carousels that drive product discovery and purchase intent.
PILLAR 03
Movement of All Kinds
Educational / Inspiration
Inspire movement — physical, mental, and through giving back. Training tips for all levels, wellness challenges, Erin's personal running journey, and content that earns saves from the wellness-driven audience.
IVP Profile
Ideal Viewer / Prospect — who we are talking to and what they need
The Wellness-Driven Woman
Core Motivators
Performance + Aesthetics
Wants activewear that performs during workouts and looks elevated enough to wear all day. Won't compromise on either.
Community Identity
Sees fitness as part of her identity. Wants to wear brands that reflect her values and connect her to a like-minded community.
Supporting Local
Values founder-led, locally rooted brands over mass-market options. Feels good buying from someone she can connect with.
Key Challenges
Generic Activewear
Tired of mass-market brands that don't fit real women's bodies or reflect real movement. Wants something designed with intention.
Discovery Gap
Doesn't know MEAS exists yet. Needs to see the product in motion, on real women, before she'll consider buying.
Posting Schedule
Content cadence and format assignments by day
Feed Posts
Tuesday
Trending Reel, Day-in-the-Life, Women's Roundup Carousel, UGC Feature
Thursday
Product Styling Reel, Outfit Transition, Move of the Week, Carousel Lookbook
Stories
Monday / Wednesday / Friday
Behind-the-scenes, polls, educational tip cards, customer spotlights, direct response story links
Performance Dashboard
Last 3 months — key metrics by funnel stage
| Month | Followers | Reach/Day | New Followers | Views | Profile Visits | Watch Time | Saves | Comments | Link Taps | Score |
|---|---|---|---|---|---|---|---|---|---|---|
| Dec 2025 | 9,991 | 851 | 249 | 88,765 | 1,684 | 3.6s | 5 | 81 | 113 | 7.4 |
| Jan 2026 | 10,203 | 1,252 | 318 | 119,954 | 1,977 | 5.3s | 21 | 119 | 279 | 9.0 |
| Feb 2026 | 10,200 | 627 | 84 | 51,588 | 1,015 | 5.2s | 4 | 119 | 132 | 7.1 |
Command Center
Quick links for all account assets and resources