The challenge
The shop came under new ownership in January 2026 with a loyal local following but no real marketing engine: no email program, no paid search, and no event presence. The owners knew the business. They didn't have the time to build and run the marketing on top of it.
What we built
- An email program from scratch: a branded template, A/B subject-line testing, and a cleaned-up list.
- Customer segments from the shop's sales system: e-bike owners, ski service customers, mountain and road riders, lapsed customers, and top customers.
- A social content system: three content pillars, a staff rides series, and mechanic-on-camera reels.
- A Google Ads account, launched from zero: service-focused local search campaigns with monthly spend caps.
- Website and local search: a refreshed homepage, online service booking, staff bios, and FAQ and SEO copy matched to the Google Business Profile.
- An event program: a branded event kit and five community events, each with follow-up emails ready to go.
The approach
Instead of emailing the whole list every time, each customer group got messages relevant to them, and targeted sends earned 2–4x the click rate of full-list sends. Social leaned into staff, community, and service rather than sales. Events turned walk-ups into leads, with follow-up already built.
The full program ran on about 10–12 hours a month.