
DO YOU WANT MORE SALES?
Here's how I helped Kiber School increase sales by 400% with Social Media Marketing Campaigns, and how you can use them in your business.
Scroll down to see our client results or:
400% MORE SALES
FOR KIBER SURF SCHOOL
We boosted bookings at Kiber by 400% with creative marketing.
25+ signed up for the first session, we had 5 people on the waitlist, but couldn’t hire enough instructors on time to accept more sales.
60% MORE FOLLOWERS
Our campaign grew their followers by 60% in six months, turning them into customers.
Many turned into buyers, with a third purchasing surf packs and staying long-term.
OUTSMART YOUR COMPETITION WITH ART THAT BUILDS REPUTATION
We created a better image for Kiber’s event with appealing art, design, and photos.
Building a community of followers who choose Kiber by using smart strategies that connect with your audience.
HOW WE DESIGNED ADS WITH THE RIGHT VIBE
We created content that captured the feeling of relaxation, friendship, and escaping daily stress.
The key wasn’t selling surf classes, it was selling the benefits of our client's business: connection, fun, and a community. People became fans, bought packs, and stayed long-term.
We achieved this with a multi-disciplinary approach of combining Social Media Marketing, Brand Strategy, and Graphic Design.
HOW WE DESIGNED ADS
TO SELL AND BUILD COMMUNITY,
WITHOUT A PR MANAGER
You should plan first, research who your customers are, and then design the ads.
For example, we used Kodak and Polaroid effects, newspaper textures, and other symbols of an offline lifestyle. Our research showed that’s what our customers wanted, so that’s the kind of graphics they react to while scrolling through social media.
Check the notes below to learn more about making design choices that support your business and its goals.
THE SECRET FORMULA
By using images of people with their backs turned or under shadows, viewers can more easily imagine themselves at the event.
Most surf schools miss this: they have a lot to offer but don't show it. We listed everything included in the event.
Example: a surf suit, a locker to store your things, a surfboard, a surf lesson, and more. It will help answer questions before people ask them and sell the fact that a lot is included in this event.We added "good vibes included" to the list, because it's important to add humour while we are informing people. The best marketing is a mix of humour and useful information.
Our strategy was to use newspaper textures, retro photography, and other symbols that communicate the message of an offline lifestyle, which is what our customers are interested in.
We are selling an offline lifestyle, good vibes, and friendship, but via surfing, which is more effective than just selling a surf lesson.
Adding a line stating that "all skill levels are welcome" will bring people who have never surfed before, and we can convert them to long-term customers who buy surf packs and other surf trips.
You'd be surprised, but many surf businesses miss adding critical details like event information, school location, meeting times, and how to register.
Probably because you, as a business owner, are busy and spread yourself thin, at least that's what we found with Kiber Surf School to be the case.
HOW TO GET
MORE FOLLOWERS
WHO WANT TO BUY FROM YOU
The first challenge was figuring out who would buy from us.
I used a “persona profile map” for this; a method successful companies like Apple use before creating new products.
For example, Apple makes a persona profile to see if there’s a market and enough people who would buy the iPod before they build it. This ensures the product will succeed and lets them improve it before launch.
I used the same method for this Surf School client.
PLAN MARKETING AND BRAND STRATEGY
WITHOUT DOUBLE THE WORK
Good graphic design is critical for grabbing people's attention, making them stop scrolling and click on your post. You can evoke a reaction in people by using specific colors, patterns, textures, and fonts that convey the message your customers respond to, without using a single word. This is the fastest and most efficient way to advertise your business.
It was also the perfect opportunity to create a campaign that would help define a Brand while delivering new Graphic Design content for the surf school to use in later posts.
OUTSMART YOUR COMPETITION
This step plans your marketing campaign while you define your brand strategy and know exactly what graphic designs you will need for the future, without having to hire more graphic designers or consultants or spend more money on revisions. After this research, you will already know what will look best and what gets you results.
We selected a few symbols to reuse, making new content fast, consistent, and recognizable by our followers. They’d recognize our content before they even see who posted it, helping to make our client’s brand memorable.
HOW WE PLANNED OUR POSTS FOR IMPACT
This is how we planned the timing of our posts on social media to get the most out of our campaigns. We designed them to generate hype, inform, raise engagement, and urgency about the client’s business.
We organized our posts using the Notion Calendar app.
CONTENT CALENDAR
EXAMPLE
We organized our content using a calendar like this: carousel posts, reels, and stories mixed to explode our engagement.
OUR CAMPAIGN
SCRIPT
”Aloha, children of the sea and the sun!
Join us for a super sunny Surf + Skate day on Sunday, 18th June:
Opening Circle: Kiber Surf School. 2PM+ (free snacks!)
Surf Session: 2:45 PM+
Skate Session: The garden behind the school, at 5PM+
Closing Circle: TBA!
This session is a perfect weekend event for an intensive and beginner-friendly session, and for anyone who wants to get started in surfing and skateboarding.
In a very short time, you'll meet like-minded people who are also looking for new aspirations, connections, and aren't scared of trying new stuff.
Link to sign up is in Bio, and you can find more info: your-site-link
Or directly reach out to our Surf School on Instagram: @your-school
Or ring: +351 1234567 for any questions, asking to borrow a skateboard, in case you don't have one, and want to try. Spots and boards are limited, so hurry up and save your spot before the event.
While the surf requires sign-up, the skate part of the event is free and requires no registration; just show up!”
Make it easy for visitors to register by sharing all the information they need.
Always end your posts with a strong call to action, like: “Call us now to get started!” or "Link in bio to sign up!"
This is important because without a call to action, people will get distracted and scroll to the next cat video on Instagram instead of signing up right away.
PAST COLLABORATIONS: LOVED BY BIG AND SMALL BRANDS
Blink 182, Kiber Surf School, Waimea,
Quiksilver, Máus Hábitos, Tensor Trucks,
Long Island, Fallen, STCP,
Arrow Tech, Google, Sony Playstation.
OUR CAMPAIGN RESULTS
400% MORE SALES
400% increase in bookings while working with Kiber Surf School.
25 people signed up for the first event, 5+ on the waiting list, and we couldn’t hire more staff on time.
IMPROVED REPUTATION
Great design and copy helped our event shine in the highly competitive beach of Matosinhos, Portugal. Local magazines and other media promoted our event for free just for looking good.
60% MORE FOLLOWERS
Over six months, 60% more people followed the school, later signing up for surf trips, camps, and about a third buying surf packs after the first event
GETTING CUSTOMERS WHILE YOU SLEEP
By shaping Kiber Surf School’s brand and content along the way, we were ready to set up ads, and so, we saved time and resources for future logos, graphics, and content; while aligning the school’s voice with the owner’s vision.
Do you feel overwhelmed when running your business?
Feeling like it can do better, but needs the right help?
If you need me to do this for you and more, such as event management, content planning, landing pages, let me know by email or by filling out the form below.