Instagram Campaign — Gather Here
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Instagram Campaign — Gather Here *
A 5-post Instagram series for a beloved local yarn shop and sewing studio. The campaign builds trust and community over an 8-day cadence. Moving followers from passive scrollers to engaged email subscribers, these captions feel like a conversation with a neighbor.
Goal: Convert Instagram followers into email subscribers for a Cambridge craft studio
( Spec Work )
Micro-Offering
5 Social Media Posts
Deliverables:
Brand & Audience Insights
Messaging strategy
5 Instagram posts
Strategy notes
Core offer: Gather Here is a yarn shop and sewing studio that offers tools and support for creative hobbyists and their next fiber craft project.
Audience: Community-oriented creative hobbyists of all skill levels, often interested in social justice and inclusive spaces, who seek crafting supplies, instruction, and a collaborative environment.
Pain point: While Gather Here’s social media following is substantial, they struggle to convert followers into email subscribers. As a result, many customers aren’t receiving important updates about workshops and new products.
Desired Outcome(s): Convert Instagram followers into email subscribers, enabling Gather Here to build its email list and communicate announcements and new offerings to its audience.
Brand & Audience Insights
Objective: Introduce followers to Gather Here’s offerings and lifestyle through social posts, and convert them to email subscribers so they can be the first to know of future experiences.
Core Message
Gather Here is a tight-knit community of creatives where beginners and seasoned makers can find the support they need and delight in their creations. Join our email list to be the first to know about upcoming workshops, new products, and creative tips.
Messaging Angle –Insider Benefits
Get the inside scoop. Join our email list for first dibs on workshops, new products, and creative tips.
Brand Tone
Relatable
Encouraging
Knowledgeable
Gather Here is an inclusive environment that encourages everyone to invest in their creative side and learn from their community. This tone reflects these values.
Messaging Strategy
Conversion Path
Each social post moves the reader closer to email signup by first building trust and emotional connection, then creating urgency to join the email list to become an “insider” to the Gather Here community.
Primary CTA
Sign up for the email list to get the inside scoop on workshops, products, and creative tips.
Social Posts
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If your stitches are tight or uneven, you might be pulling the yarn too much. Next time, let the yarn fall loose in your lap.
(Tight stitches can also be the sneaky reason your hands ache!)
Do your stitches and your fingers a favor, and relax. Knitting isn’t a race.
This is one of the many tips we share at our workshops. Looking to build confidence and grow with our tight-knit community?
Subscribe to our email and be the first to know about upcoming workshops, supplies, and tips like this.
✨ Join through the link in bio.
#KnittingTips #GatherHereMA #CraftTips
Visual direction: Short video clip exemplifying the use of this tip with a Gather Here workshop in the background, showing off how colorful and busy these events can be.
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“I never thought I’d have the skills to knit something successfully. Now, I’m proud of what I’m making.”
Gather Here isn’t just a craft store. We want everyone who enters to feel like they can make anything they put their hearts to.
“This community has been so warm and welcoming. I’ve made true, lifelong friends at these workshops.”
Join our community and see what all the fuss is about!
Sign up for our email, where you’ll be the first to know about new supplies, upcoming workshops, and creative tips.
✨ Join through the link in bio.
#WeAreWhatWeMake #GatherTogether #GatherHereMA
Visual direction: 2-3 Pictures of happy customers who often attend workshops and events
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Come for the yarn. Stay for the community.
We invite the makers of Cambridge and beyond to celebrate their projects.
It’s not just what our team can teach you, but what you can learn from your neighbor that makes our workshops so incredible.
We’ve got a seat saved just for you. If you want to stay in the loop on our workshops, events, and products, join our email list!
✨ Join through the link in bio.
#GatherTogether #GatherHereMA #WeAreWhatWeMake
Visual direction: 1-3 pictures of the store, customers, or workshop events. Showing customers gathered together to learn and practice their craft.
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Ready to start your next project?
Keep an eye out for our upcoming workshops:
Intro to sewing
Chunky knitting
Studio Time (Tuesday)
Our workshops fill up quickly! Join our email list to be the first to hear about new events.
✨ Join through the link in bio.
#CraftCommunity #CambridgeMA #GatherHereCommunity
Visual direction: A banner image listing upcoming workshops and their dates in bright colors and simple text.
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Miss out on a workshop? Or did that one yarn you need sell out?
Stay in the loop! Our weekly emails include:
Latest workshops
Essential announcements
Tips from our experienced team
Latest arrivals
Never miss another Gather Here announcement – Join our email list!
✨ Join through the link in bio.
#GatherHereCommunity #CraftTogether #CambridgeMA
Visual direction: Photo of yarn shelves or a new product display.
Strategy Notes:
Timing:
Post 1 - Day 0
Post 2 - Day 2
Post 3 - Day 4
Post 4 - Day 6
Post 5 - Day 8
After each post, recycle the content by sharing the posts on your story.
Alternative hashtags:
Engagement options:
Every comment is an opportunity to build community. Engage with ALL comments by educating followers about Gather Here and providing resources as needed:
Time and dates of workshops
Bestselling products
Maker tips and advice for success
Use emojis to express personality and tone.
Through engagement, followers will feel empowered to interact with Gather Here and other commenters, fostering a sense of community and trust around the brand.
#GatherHereCommunity
#GatherHereCambridge
#GatherTogether
#WeAreWhatWeMake
#CraftTips
#Cambridgema