Up and Running — Account Homebase

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

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Active Campaigns / Notes

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Strategic Direction

Account narrative and Instagram's role for this client

Up and Running is a specialty running and movement store in Dayton, Ohio, offering expert shoe fitting, gait analysis, and a curated selection of running and wellness gear. The store is built on the belief that the right shoe — properly fitted by someone who knows what they're doing — can transform how you move.

The brand's differentiator is genuine expertise and community embeddedness — they know the local trails, the local races, and the local runners by name. The wellness partnership strategy is a key growth lever, expanding reach and reinforcing the wellness hub positioning.

01

Build regional brand presence as Dayton's go-to movement and specialty running store

02

Strengthen customer retention through expert content and community storytelling

03

Drive e-commerce sales and in-store fit appointment bookings

Content Strategy Map

TOFU / MOFU / BOFU — goals, descriptions, KPIs, and content formats

Goal

Top of Funnel 50%

Build Regional Brand Presence & Grow Wellness Partnership Visibility

Build awareness among Dayton-area runners, fitness enthusiasts, and wellness-curious consumers. Position Up and Running as the community-first movement store — not just a shoe store, but a wellness hub. Grow reach through wellness partnership content, local running culture, and expert staff content.

Middle of Funnel 30%

Build Trust Through Expertise & Improve Customer Retention

Nurture the audience that has discovered Up and Running and is evaluating whether to visit or buy. Build trust through expert product knowledge, gait analysis education, and community storytelling. Strengthen retention with existing customers through content that reinforces why Up and Running is their running home.

Bottom of Funnel 20%

Drive E-Commerce Shop Traffic & In-Store Fit Bookings

Convert engaged followers and profile visitors into e-commerce purchases and in-store fit appointment bookings. Drive direct shop traffic through new arrival content and product CTAs. Drive fit appointment bookings through education content that demonstrates the value of the in-store experience.

KPIs

Views Reach New Followers Shares

Saves Comments Profile Visits Avg Watch Time Retention %

Link Taps CTR PCR

Formats

Feed

Quick-Shot B-Roll Founder POV Silent Reels Text-First Reel Lesson-Learned Story

Stories

Behind-the-Scenes Poll / This or That Day-in-the-Life Countdown / Event Tease

Feed

Educational How-To Do This Not That Authority Builder Process Breakdown Customer Testimonial

Stories

Educational Tip Card Question Box / AMA Customer Spotlight Before/After Reveal

Feed

Before/After Transformation Customer Testimonial Offers & Promotions Limited Time CTAs

Stories

Direct Response / Link Story Swipe-Up Promo Countdown / Event Tease

Content Pillars

The 4 core themes every piece of content should align to

Pillar 01

Community & Wellness Partnerships

Education · Authority · Curiosity

Connect Up and Running to the Dayton running and wellness community — local events, running groups, race recaps, and wellness partnerships. The primary brand-building and reach pillar that positions the store as the hub of Dayton's movement community.

TOFU — Build Regional Presence

Pillar 02

Expert Fit Knowledge

Connection · Trust · Social Proof

Educate the audience on the importance of proper shoe fitting, gait analysis, and the difference between running shoe types. The primary trust-building pillar that differentiates Up and Running from online retailers and big-box stores.

MOFU — Build Trust & Retain

Pillar 03

Customer Stories & Community

Connection · Trust · Authority

Share real customer fit stories, training journeys, and race results. Social proof that shows what the Up and Running experience actually looks like — and why the right shoe matters. Retention content that keeps existing customers engaged.

MOFU — Build Trust & Retain

Pillar 04

Shop & Fit Bookings

Education · Authority · Trust

Drive direct action — new gear arrivals, featured products, fit appointment CTAs, and e-commerce shop highlights. Conversion content that turns engaged followers into booked fit appointments and online purchases.

BOFU — Drive Shop & Bookings

IVP Profile

Ideal Viewer / Prospect — who we're talking to and what they need

Demographics

Women, ages 25–45
Household income $75K–$150K+
Dayton, OH metro area and surrounding communities
Moms, expecting women, and career-driven professionals
Boutique fitness buyers — already spending on wellness

Psychographics

Time-conscious — efficiency is non-negotiable
Community-driven — wants belonging, not just a workout
Results-oriented — expects visible progress
Aesthetics-aware — cares about the environment and experience
Guilt-prone — struggles to prioritize herself without justification

Core Pain Points

Time scarcity — can't spend 2 hours at a gym
Childcare logistics — no studio = no workout
Intimidation — fears being the "new person"
Cost justification — boutique pricing needs proof of value

Dream Outcome

Tangible: Books a fit appointment at Up and Running. Purchases a pair of shoes or gear. Returns for their next shoe cycle. Refers a friend or running partner to the store.

Emotional: Feels confident in their gear — knows they have the right shoe for their gait and goals. Feels part of the Dayton running community. Trusts Up and Running as their running home.

Counter-Positioning

vs. Big-Box Gyms

Unlike Dick’s or Fleet Feet chains, Up and Running offers true specialty fit expertise and a genuine connection to the Dayton running community

vs. Other Boutique Studios

Unlike online running retailers, Up and Running offers a true fit experience — gait analysis, expert recommendation, and a guarantee that you leave with the right shoe for your body.

vs. At-Home Fitness

Unlike chain running stores, Up and Running is genuinely embedded in the Dayton running community — they know the local trails, the local races, and the local runners by name.

Posting Schedule

Feed days, story days, pillar mapping, and format intent per slot

Feed Posts Tue · Thu · Fri

Tuesday

Pillar 01 · TOFU

Quick-Shot B-Roll Founder POV Silent Reel

Community reel — local event recap, wellness partnership spotlight, or running culture content. Goal: views + shares.

Thursday

Pillar 02 + 04 · MOFU

Educational How-To Do This Not That Customer Testimonial

Format education, first-timer guides, member milestone celebrations. Goal: saves + comments.

Friday

Pillar 03 · BOFU

Customer Spotlight Before/After Offers & Promos

Mom spotlights, booking CTA content, first-timer offers. Goal: link taps + PCR.

Stories Mon · Wed

Monday

Pillar 02 · TOFU

Behind-the-Scenes Poll / This or That

Store behind-the-scenes, fit tips, partnership spotlights, community polls. Goal: reach + engagement.

Wednesday

Pillar 04 · MOFU

Educational Tip Card Question Box / AMA

Partnership stories — wellness partner features, running tips, community highlights. Goal: profile visits + saves.

Performance Dashboard

Last 3 months — metrics mapped to funnel goals with health indicators

Latest Score

7.2

Building — Feb 2026

Stage Healthy Range

7.5 – 8.5

Lift stage benchmark · Currently below floor

Primary Watch Item

Saves & Follower Growth

Saves critically below floor (target 80–400). TOFU volume needs increase.

Month	BASELINE	TOP OF FUNNEL — AWARENESS				MIDDLE OF FUNNEL — ENGAGEMENT					BOTTOM OF FUNNEL — CONVERSION			Score
Month	Followers	Reach/Day	New Followers	Shares	Views	Profile Visits	Avg Watch Time	Retention %	Saves	Comments	CTR	Link Taps	PCR	Score
Lift Target	2,500–10,000	1,500–5,000	100–270	60–300	40K–150K	300–2,000	6s–10s	50%–65%	80–400	75–250	3%–6%	30–180	10%–16%
Oct 2025	3,614	408 ↓	27 ↓	28 ↓	52,314 ✓	512 ✓	4.3s ↓	N/A	5 ↓	20 ↓	6.3% ✓	32 ✓	5.3% ↓	7.5
Nov 2025	3,640	434 ↓	48 ↓	16 ↓	52,526 ✓	681 ✓	4.8s ↓	N/A	6 ↓	26 ↓	12.3% ↑	84 ✓	7.0% ↓	8.0
Dec 2025	3,643	897 ✓	27 ↓	25 ↓	91,774 ✓	801 ✓	4.8s ↓	N/A	4 ↓	36 ↓	6.0% ✓	48 ✓	3.4% ↓	7.4
Jan 2026	3,652	543 ↓	42 ↓	103 ✓	48,730 ✓	767 ✓	4.3s ↓	61.3% ✓	36 ↓	19 ↓	2.7% ↓	21 ↓	5.5% ↓	7.3
Feb 2026	3,655	514 ↓	31 ↓	25 ↓	53,247 ✓	584 ✓	4.3s ↓	47.8% ↓	3 ↓	24 ↓	4.1% ✓	24 ↓	5.3% ↓	7.2

↑ Strong Exceeds target range ✓ On Track Within target range ↓ Watch Below target range

Strategic note: Saves are critically below floor (target: 80–400) across all 5 months. New followers and shares are consistently under target — TOFU content volume and reach need to increase. Watch time is below the 6s floor every month. CTR and PCR are consistently healthy. Priority actions: (1) Increase saveable MOFU content, (2) Push TOFU reach with higher-volume B-roll and format education reels, (3) Optimize reel hooks to extend watch time past 6s. Full data in Google Sheets.

Command Center

Quick access to all client-facing and internal resources

upandrunningdayton.com

Primary booking destination

Link in Bio

Linktree

linktr.ee/upandrunningdayton

Performance Reports