Case Study · Marketing & Design Ops
A repeatable system for social content, built to run without a marketing specialist on every account. It's now the standard on every one.
Designed by Jill Honig · Marketing & Design Ops
01 · The Challenge
An agency running social for a whole roster of home-services clients needed every account to stay steady and on-strategy. It couldn't put a dedicated marketer on every one.
The content kept stalling. Every post started from a blank page, a lot of it drifted from what the client actually wanted, and nothing was repeatable enough to hand off cleanly.
So they needed a system anyone could run the same way on any account, even someone brand new to the job.
Every post started from scratch.
Posts drifted from the goals.
Posting was hit or miss.
One person couldn't cover them all.
02 · The System
Who you're talking to, what the business actually wants, and the angle. Every idea traces back to this.
Five themes you rotate through, with a target mix. Every post belongs to one of them.
Seven sources that keep refilling, so the backlog never runs dry.
A calendar that follows the season, so you lead with whatever's selling now.
A tagged queue that's ready to post. Proof the whole thing works.
Fill in the Foundation once, and everything else runs off it.
02a · The Idea Engine
Questions the crew gets on every call.
The repairs you do most are what people search most.
Cost, financing, and the repair-or-replace math.
Holidays, heat waves, cold snaps, prep.
Air quality, smart thermostats, efficiency, ducts.
Service-area posts that double as local SEO.
Meet the team, the trucks, the origin story.
Every question a tech gets asked is at least one post.
02b · The Season
Demand swings hard with the seasons, so the system leads with whatever fits the moment.
Brand rules live inside the system too, so nothing off-brand slips through when the work changes hands.
03 · The Output
| Post idea | Pillar | Source | Format |
|---|---|---|---|
| “3 signs your furnace won't make it through winter” | Education | Common calls | Carousel |
| “Repair or replace? Here's the honest math” | Education | Money questions | Carousel |
| “What that banging noise from your furnace means” | Education | Tech question | Graphic |
| Review spotlight: a recent 5-star from a customer | Social proof | Reviews | Graphic |
| “Proud to serve [town]” | Local | Community | Photo |
| “Fall tune-up special” | Offers | Seasonal | Graphic + CTA |
| Before / after: a recent furnace install | Social proof | Common calls | Before/after |
Every row is tagged to a pillar and a source, so anyone on the team can pick it up and post it.
03a · In Production
Put to work for a real 150-year-old Bay Area HVAC company, the system produced a full year of Facebook posts for their anniversary. Heritage, education, seasonal, and social proof, all on the same repeatable spine.
Same five-part engine, with a spine built just for that client on top. Repeatable, not cookie-cutter. Client details anonymized.
04 · My Role
The five-part structure, the pillar mix, and the tags that tie every post back to a goal.
A fill-in Foundation and a tagged idea library, so the same system drops onto any account.
Account leads and field techs can run it, not just a marketer.
Seasonal timing, how the ideas refill, and the brand guardrails, all baked in.
05 · The Outcome
It made the whole thing faster and steadier. Posts start quicker, come out more consistent, and stay on strategy without much oversight. A first-time social lead runs it day to day, no specialist needed. What started as one client's system is now the default on every account.
The Takeaway
The deliverable is a calendar. The asset is the system that makes it.
Build the system so it's tied to the business, refills itself, and runs by the team. Then good content stops depending on any one person, and the system trains whoever picks it up next.