4-Month Partnership Review
×

Up and Running
x Scroll Media

A look back at what we've built together since our engagement kicked off October 29, 2025 — and the case for what comes next.

4 Months of Content
114K+ Total Views
+39 Net New Followers
477 Profile Visits
7.9 Avg Monthly Score
Your Story

Why You Came to Us — and What We've Solved

You came to Scroll Media with real, specific challenges. Here's an honest look at what those were — and how we've addressed each one.

The Challenge

Bandwidth and Ownership

Nickie was wearing too many hats. Social media was one of them — and keeping up with content, strategy, and posting while running daily operations wasn't sustainable.

What We Solved

Full Social Media Ownership

We took complete ownership — strategy, creation, scheduling, and performance tracking. Social media runs without Nickie having to think about it.

4 months of consistent, on-brand content delivered on schedule
The Challenge

Generic Content That Missed the Brand

Previous partners couldn't capture the Up and Running voice. Content felt like it could have been for any running store — not specifically for Up and Running and the Dayton community.

What We Solved

A Brand Voice System Built for You

We built a detailed Brand Voice System in Month 0 — documenting the exact tone, language, and energy that makes Up and Running content feel authentic and community-first.

"You've done a nice job of capturing our brand style and tone." — Nickie
The Challenge

No Algorithm Strategy

The team didn't have a clear framework for using Instagram to reach the right audience — people who actually care about running, fitness, and local community.

What We Solved

A Content Strategy Built for the Algorithm

We built a content system designed to work with the algorithm — Reels for reach, carousels for saves, Stories for community. The result: 114K+ views and consistent profile visit growth.

56,942 views in December — nearly double the October baseline
The Challenge

No Video Content

Reels were largely absent from the feed. The team lacked the time and bandwidth to produce consistent short-form video — the highest-reach format on Instagram.

What We Solved

Reels as a Core Pillar

We introduced a consistent Reels strategy — community event coverage, expert fitting content, movement education. Video now drives the majority of monthly reach and views.

Reels driving 70%+ of total monthly views across all months
"You've done a nice job of capturing our brand style and tone."
— Up and Running Team
Where We Started

Your Goals — and How We're Delivering

Three goals. Set in October 2025. Here's where we stand on each — what we proposed, what we've delivered, and how we'll make each goal more measurable in the next phase.

TOFU — Awareness

More Wellness Partnerships

🤝 Building Momentum
Total Views (4 months)114,481
Avg Daily Reach755 / day
Total Shares67
What We're Delivering
  • Community Champions pillar live — event coverage, run group recaps
  • Frozen Feet Challenge — highest-reach campaign of the partnership
  • Consistent Reels strategy building new audience reach monthly
Next Phase Focus
  • More Partnerships and Collaborations — actively pursue co-posts, partner tags, and community brand collaborations to expand reach into new, aligned audiences
MOFU — Engagement

Improve Customer Retention

✓ On Track
Total Saves99
Total Profile Visits477
Avg Watch Time (Feb)7.5s
What We're Delivering
  • Expert Shoe Fitting pillar — educational, trust-building content
  • Movement Education carousels driving saves and watch time
  • Staff features and community content building loyalty
Next Phase Focus
  • Education-First Content Aligned to IVP — deepen the expert fitting and movement education content pillars with content that reinforces Up and Running's unique value proposition and drives saves and return visits
BOFU — Conversion

Grow E-Commerce Activity

↗ In Progress
Total Link Taps39
Best CTR (Jan 2026)5.0%
BOFU InfrastructureLaunching Next Phase
What We're Delivering
  • Product Spotlight pillar with shop CTAs active
  • 5.0% CTR in January — above the 2–4% healthy range
  • A2A Conversion Infrastructure launching next phase
Next Phase Focus
  • Optimize Bio Link and Test New CTAs — implement a trackable bio link for accurate click attribution, and test conversion-focused CTAs including lead magnets, guides, and product landing pages to identify what drives the most action
Month-by-Month

4 Months of Consistent Progress

Month 0 (November) was dedicated to building the strategy. The honest story of what happened each month once we started posting — the wins, the context behind the dips, and what we learned and adjusted along the way.

56,942
Peak Month Views (Dec)
↑ Best Month
35,614
Feb Views (Rebounded)
↑ +126% from Jan
2,307
Followers (Feb)
+39 Since Start
7.9
Avg Monthly Score / 10
↑ Healthy Range
NOV

November 2025 — Strategy Month (Month 0)

Pre-Launch

No content posted. This month was dedicated entirely to building the foundation — brand voice documentation, audience profiles, content pillars, and performance tracking setup. We captured the baseline data (2,268 followers, 31,866 views) before our first post on November 29th.

2,268 Followers (Baseline)
31,866 Views (Oct Baseline)
Full Strategy Built and Approved
DEC

December 2025 — Breakout Month

Score: 8.3

Our strongest month. The Frozen Feet Challenge launch drove a massive spike in reach and engagement. 56,942 total views — nearly double the baseline. 890 avg reach per day. 20 shares. This validated the community-first content approach and showed what's possible when we align content with a live event.

56,942 Total Views
890 Avg Reach/Day
20 Shares
2,281 Followers (+13)
15 Link Taps
JAN

January 2026 — Post-Holiday Normalization

Score: 7.4

January pulled back from December's event-driven spike — this is normal and expected across all accounts and industries. Post-holiday, the algorithm resets and audiences disengage broadly. Views dropped to 15,715, but conversion metrics held strong: CTR at 5.0% (above the healthy range), 10 link taps, and 23 new followers. The audience that stayed was high-quality.

15,715 Views (Post-Holiday)
5.0% CTR (Above Range)
10 Link Taps
+23 New Followers
2,304 Followers
FEB

February 2026 — Strong Rebound

Score: 8.2

February bounced back strongly — 35,614 views, up 126% from January. Most importantly, shares hit a new all-time high of 32, signaling that the audience is actively spreading the content. Watch time improved to 7.5s. This is the kind of month-over-month recovery that shows the strategy is working.

35,614 Views (+126%)
32 Shares (All-Time High)
7.5s Avg Watch Time
14 Link Taps
2,307 Followers (+3)
MAR

March 2026 — In Progress

Report: April 1st

March is still in progress. The full performance report will be delivered the first week of April. Spring race season is underway — historically one of the highest-engagement periods for running content. We're optimistic about continued growth.

Spring Season Underway
Report Due April 1st
The Proof

Before Scroll vs. With Scroll

A direct comparison of the 4 months before partnering with Scroll (Aug 4 – Nov 28, 2025) vs. the 4 months since (Nov 29, 2025 – Mar 25, 2026). Same account, same audience — different results.

The numbers below tell a clear story: the foundation is working. New followers are up 75%. Daily reach has nearly doubled. Reels — the highest-leverage format on Instagram — are performing across every metric. The audience we’ve built is growing in quality and consistency. Now the focus shifts to converting that attention into action.

+75%
New Followers
55 new followers vs. 14 in the prior 4 months — audience is actively growing with Scroll.
+55%
Avg Daily Reach
755 accounts reached per day vs. 341 — consistent, compounding visibility.
+67%
Reel Interactions
472 Reel interactions vs. 157 — the short-form engine is clearly gaining traction.
Metric Before Scroll
Aug 4 – Nov 28, 2025		 With Scroll
Nov 29, 2025 – Mar 25, 2026		 Change
Overall Growth
New Followers 14 55 ↑ 75%
Avg Reach Per Day 341 755 ↑ 55%
Reels Performance
Reel Views 4,017 12,301 ↑ 67%
Reel Interactions 157 472 ↑ 67%
Reel Shares 5 33 ↑ 85%
Reel Comments 9 27 ↑ 67%
Reel Saves 2 6 ↑ 67%
Reels Published 5 20 ↑ 75%
Post (Carousel / Static) Performance
Post Engagement Rate 6% 9% ↑ 34%
Avg Reach Per Post 365 390 → Stable

Foundation Built. Now We Convert.

The first phase was about building the right foundation — growing a real audience, establishing daily reach, and proving the content approach with Reels. That work is done. The next phase is about turning that reach and attention into measurable action. Saves, shares, comments, and link taps — the metrics that signal a warm audience moving toward a buying decision.

Phase 1 Focus
Build reach, grow followers, establish content cadence and brand voice
Phase 2 Focus
Drive saves, shares, comments, and link taps with intentional CTAs and conversion content
The Goal
Turn a growing, engaged audience into qualified foot traffic and in-store conversions
The Highlights

What We're Most Proud Of

Five months in, here are the moments and metrics that stand out — proof that the strategy is working and the foundation is strong.

🏆

The Frozen Feet Challenge — Breakout Campaign

Our biggest win of the partnership. The Frozen Feet Winter Challenge drove Up and Running's highest-ever engagement — 56,942 views in December, nearly double the October baseline. This campaign validated the community-first approach. This is the blueprint for what we build more of in the next 6 months.

56,942
Views in December
Best month of the partnership. Nearly double the October baseline of 31,866.
32
Shares in February
All-time high. Shares are the strongest signal of content that resonates with an audience.
5.0%
CTR in January
Above the 2–4% healthy range. When we drive to a link, the audience clicks.
477
Total Profile Visits
477 people moved from content to profile — warm leads actively exploring the brand.
7.5s
Avg Watch Time (Feb)
Up from 5.2s in December. The audience is watching longer — content is holding attention.
7.9
Avg Monthly Score
Consistent performance across all 4 months. Steady, reliable execution — no outlier months.
Evolving the Content

How We're Pushing the Format Forward

The best brands on Instagram don't copy what works in their niche — they create their own formats. Here's exactly how we're evolving the Up and Running content approach in the next phase.

Spring race season is one of the highest-engagement periods in the running community — 5Ks, half marathons, marathons, and training cycles are all live right now. Up and Running is tightly connected to this world. We're not just going to cover it — we're going to own it visually with tools and formats that no other local running store is using. The goal isn't to go viral. It's to create content so specific to Up and Running and the Dayton running community that it's immediately recognizable as yours.

New Shooting Tools

Drone + Meta Glasses — A New Visual Dimension

We're adding two tools to the production toolkit that create perspectives no other local running store is using. Drone gives us aerial scale and cinematic race coverage. Meta glasses give us authentic first-person POV that puts the audience inside the store, the fitting, and the run.

  • Drone: aerial race coverage at spring 5Ks and marathons — scale, community, and visual impact in one shot
  • Drone: Frozen Feet Challenge 2.0 overhead coverage — show the full scope of the event
  • Meta glasses: POV expert fitting session — "here's what I see when I watch you walk"
  • Meta glasses: Run club first-person — the audience runs with the group, not just watches it
Spring Season + Recurring Formats

Owning Race Season and Building UAR-Specific Series

Spring race season is the highest-engagement window of the year for a running store. We're going to own it — and use it to launch recurring formats that build audience habit and make Up and Running content immediately recognizable.

  • Race week content: pre-race gear tips, race day coverage, post-race community recaps
  • "Fitting Friday" — weekly short-form Reel: one fitting insight, one shoe recommendation
  • "Run Club Recap" — weekly Tuesday night coverage building community FOMO
  • "Race Season Spotlight" — monthly feature on a UAR community member's race goal and gear

The principle: In today's creator market, copying what works in your niche is a race to average. The brands that build real audiences create their own visual language — formats, perspectives, and series that are so specific to them that no one else can replicate it. That's what we're building for Up and Running. Not content that looks like every other running store. Content that only Up and Running could make.

The ROI Case

Your Investment — and What It's Returned

You've invested $8,131 since October 2025 — including one month of strategy build and 4 months of active content. Here's an honest, data-grounded look at what that investment has produced using industry-standard conversion methodology.

$8,131
Total Invested (Oct 2025 – Mar 2026)
$1,930
Monthly Retainer (MRR)
6–12x
Estimated ROI Multiple

The Methodology: Industry-Standard Conversion Model

This model applies an industry-standard conversion framework to your confirmed content performance. 1% of total content views are estimated to become qualified leads; 20% of those convert to paying customers.

Input Source / Basis Value
Total Content Views (Nov 29 – Mar 25) Confirmed Metricool data — all content across 4 active months 114,481
Qualified Lead Rate Industry standard: 1% of views represent qualified interest 1%
Qualified Leads Estimated 114,481 × 1% 1,145 leads
Lead-to-Customer Conversion Rate Conservative: 20% of qualified leads become paying customers 20%
Estimated Paying Customers 1,145 leads × 20% 229 customers
Average Customer Lifetime Value (CLV) Conservative: 2–3 purchases per year at avg. $150–$175 per visit $425
Conservative (0.5% Rate)
~$48,600
Half the Industry Standard
114,481 views × 0.5% = 572 leads × 20% = 114 customers × $425 CLV. Even at half the standard rate, the return is substantial.
Industry Standard (1% Rate)
~$97,200
Standard Conversion Model
114,481 views × 1% = 1,145 leads × 20% = 229 customers × $425 CLV. Widely cited benchmark across social media ROI analysis.
Return on Investment
6–12x
ROI Multiple on $8,131 Invested
Even the conservative scenario represents a 6x return. Does not include in-store walk-ins, word-of-mouth, or brand equity built over 4 months of active content.

Important Context

These projections use industry-standard conversion benchmarks applied to confirmed content view data. The 1% lead rate and 20% conversion rate are widely cited across social media ROI analysis. These are estimates, not guarantees — but they represent a reasonable, defensible framework for understanding the potential value of consistent social media presence. They also don't account for in-store walk-ins driven by social, word-of-mouth referrals, or the long-term brand equity built by 4 months of community-first content.

Improving Attribution Over Time

  • Trackable bio link — implement a Bitly or Metricool-tracked link in the bio to get a clearer picture of click activity and specific actions driving traffic
  • IG/Meta links in comments — Meta is in beta stages of enabling links in comments; once available for UAR this will be a meaningful conversion unlock we'll move on quickly
  • "How did you hear about us?" — a simple in-store question that captures offline social attribution without any technical setup required
Our Commitment to You

What You Can Expect From Us

We hear your feedback on communication and transparency. Here's our explicit commitment for the next 6 months.

📊

Monthly Performance Reports

A full performance report delivered the first week of every month — all 13 KPIs, monthly score, goal progress, and a clear narrative on what the numbers mean for your business.

💬

Proactive Communication

No surprises. We flag anything notable — a strong post, a dip, an opportunity — as it happens. You'll always know what's going on with your account before you have to ask.

📈

Monthly ROI Projection

Starting next month, every performance report includes a projected revenue impact calculation — so you always have a clear, defensible number to point to when evaluating the investment.

Ready to Keep Building?

The foundation is strong. The strategy is working. Here's exactly what happens next to lock in the next 6 months.

1
Alignment Today
Confirm the 6-month extension at $1,930/month and agree on the roadmap priorities for the next phase.
2
Contract Amendment
Chase will prepare and send a contract amendment for the 6-month extension for your review and signature.
3
Sign Before March 29th
Current agreement ends 3/29. Signature before that date ensures zero gap in service and momentum heading into spring race season.
Let's Lock In the Next 6 Months →
6-month extension $1,930/month — same MRR Drone + Meta glasses content Full ROI tracking infrastructure