100%
sessions sold out
5 → 50
weekly attendees
+210%
email sign-ups
+450%
IG saves & shares
Challenge
Wonderful on the day, hard to communicate online. Static flyers and ad-hoc posts didn’t capture the magic or answer parents’ questions fast enough.
- Low weekly volume (≈5 kids) despite strong word-of-mouth
- Seasonality + weather sensitivity
- Common objections: timings, what to wear/bring, “is it worth it?”
Strategy
We implemented a simple, repeatable Signature Series under the 4S Framework — Share, Support, Smile, Show — to show joy, remove friction and drive weekly bookings.
- Weekly DITL reels (setup → activity → smiles)
- First-timer explainers (what to wear/bring; what we learn this week)
- Conversion captions (clear value, FAQs answered, direct next step)
- Community loop (UGC reshares; clubs & schools tagged for reach)
Results
- 100% of sessions sold out with a waitlist
- Scaled from ~5 to ~50 weekly attendees
- Fewer pre-booking DMs; “how it works” content handled objections
- Higher saves/shares on explainers; stronger email capture
“Parents finally ‘got’ what we do — the videos answered everything and bookings just kept coming.”
— Forest School Lead
The 4S Framework (how we make it stick)
Share
Get the story where your audience already is: consistent cadence, tags/locations, local groups & partners; posts built to be saved and shared.
Support
Remove friction to booking: FAQs, what to wear/bring, price & timings, “how it works” highlights — so parents don’t need to DM.
Smile
Capture the joy that sells itself — little moments, reactions, staff warmth — so people feel “I want my kid there.”
Show
Demonstrate the experience & proof: set-ups, activities, outcomes, and simple on-screen reviews/UGC that build trust.
What we shipped (mapped to 4S)
| Deliverable | Example | 4S Pillar | Outcome |
|---|---|---|---|
| Weekly DITL Reel | “Dino Day: mud kitchen + mini-dig” (15–25s) | Smile | Emotional buy-in; high saves/shares |
| First-Timer Explainer | “What to wear & bring in 20s” | Support | Objections removed; fewer DMs |
| Pinned “How it works” Highlight | Arrival → Activity → Snack → Book | Support | Clarity; faster bookings |
| UGC Reshares + Tags | Clubs, schools, local groups | Share | Broader reach; referral traffic |
| Parent POV Carousel | Before/after quotes + photos | Show | Trust → higher click-through |
| 3-Post Booking Sequence | Tease → Explainer → “Book now” | Share | Steady weekly sell-out |
What it looked like
Want this for your sessions?
Grab the plug-and-play formats I used here, or have me tailor a Signature Series for your venue.