Prepared Exclusively for Rooted Grounds Coffee

Owner Strategy Session — March 2026

Your Brand Has a Story Worth Telling.

A strategy-first look at how Scroll Media will turn Rooted Grounds’ community roots, craft story, and product depth into a D2C growth engine on social media.

Presented By Chase Gianattasio
Agency Scroll Media
Prepared For Rooted Grounds Coffee
Date March 5, 2026
Scroll
The Opportunity

You’ve built a strong B2B business.
Now it’s time to build D2C.

Rooted Grounds has already done something most brands never achieve — you’ve built a proven, respected B2B operation supplying hospitals, resorts, universities, and 50+ businesses across Ohio. That foundation is real. That credibility is earned. Now the opportunity is to take that same brand strength and channel it directly to the consumer through a focused, strategic social media presence that drives D2C growth, subscription revenue, and long-term brand equity.

B2B → D2C
The Strategic Pivot
You’ve proven the product works at scale — hospitals, resorts, and institutions trust it. Now we use social media as the primary tool to bring that same quality directly to the consumer and build a thriving D2C channel alongside your B2B business.
🏆
Proven B2B Credibility
Supplying OSU Wexner Medical Center, resort properties, and 50+ Ohio businesses isn’t a footnote — it’s your most powerful D2C conversion asset. When consumers see who trusts your coffee, the purchase decision becomes easy. We’ll use this credibility as the backbone of your D2C content strategy.
🏭
World-Class Content Assets
A 25,000 sq ft roasting facility, a women-owned founder story, and a 25-year track record of quality — this is premium content that most brands pay to manufacture. You already have it. We’ll put it in front of the right audience, consistently, with a clear strategy behind every post.
📦
D2C Infrastructure Is Ready
Your Shopify store is live. Your subscription model is built. Your products are ready to ship. The only missing piece is a consistent social presence that drives awareness, builds trust, and converts viewers into recurring D2C customers. That’s exactly what we build.
🔍
Social SEO Is Untapped
Instagram is now a search engine. When someone in Cincinnati or Columbus searches “specialty coffee subscription Ohio” or “fresh roasted coffee delivery,” Rooted Grounds should appear at the top. We build your Social SEO footprint from day one so you capture high-intent buyers organically.
🚀
The Timing Is Right
You’re at the exact inflection point where social investment pays the highest long-term return. You have the brand equity, the product quality, and the story. The brands that invest in social now will be the established D2C authorities in 12–24 months. The window to get ahead is open — but not forever.
Who We Are

Built at the crossroads of
simplicity and data.

Scroll Media exists at the intersection of two things most agencies get wrong separately: simplifying social media so it’s actually executable, and grounding every decision in data so it actually performs. We become a true extension of your brand — not a vendor you manage, but a strategic partner you rely on.

01 — We Start by Listening
Deep Brand Immersion
Before we write a single caption or build a single strategy, we send you a detailed onboarding form covering your brand story, business goals, audience, competitors, and tone of voice. We don’t guess — we learn. Then we audit your current social profiles and use our strategic framework to shape a clear, simple strategy that is effective and produces real results. We become a true extension of your brand.
02 — We Master One Channel
Instagram-First Philosophy
We specialize on Instagram — and that’s intentional. We believe in mastering attention on the channel with the highest opportunity for success. Today, that is Instagram. It’s where your ideal D2C buyer discovers brands, researches products, and makes purchase decisions. We go deep where it matters most and build a compounding presence that actually drives results.
03 — We Build Around Your Audience
Goal-Mapped Strategy & IVP
Every strategy is anchored to a specific Ideal Viewer Profile — a detailed portrait of the exact person your content is designed to reach. We develop no more than two IVPs per account and map every content pillar, post format, and CTA directly to your business goals. For Rooted Grounds, that means D2C growth, subscription revenue, and brand authority — with clear CTAs that drive real results at every stage.
04 — We Apply Human Psychology
Psychology-Driven Content
Trust, social proof, authority, scarcity, and identity — these are the levers that move people from passive viewers to active buyers. Every content decision we make is grounded in how people actually think and behave. We walk your viewer through a clear purchasing journey from first discovery to checkout, using psychology to drive action at every step.
05 — We Evolve & Execute
Data-Driven. Done-For-You.
Monthly performance reports, strategic adjustments, content creation, copywriting, scheduling, and community management — all handled. We share the data, make the adjustments, and keep the strategy evolving. We take the responsibility off your shoulders so you can focus on running your business. You roast great coffee. We handle the rest.
The Framework

The Social Trust Funnel —
how we move people to buy.

Every piece of content we create for Rooted Grounds is mapped to a specific stage in the buyer journey. We don’t just post — we build a system that moves your audience from discovery to purchase intent to loyal D2C customer.

Top of Funnel
Awareness & Reach
Reels, behind-the-scenes, trending audio — content designed to reach people who’ve never heard of Rooted Grounds. Cast wide, attract the right audience.
~60%
Middle of Funnel
Trust & Education
Carousels, founder stories, process content, community posts — content that builds credibility and makes people want to follow along and learn more.
~30%
Bottom of Funnel
Conversion & Purchase
Product showcases, subscription CTAs, limited offers, testimonials — content that drives people to your Shopify store and converts them into D2C customers.
~10%
Social SEO

Instagram is a search engine.
We make sure you show up.

One of the most underutilized growth levers in social media is Social SEO — optimizing your content so it appears when your ideal customer is actively searching. Most agencies ignore this entirely. We build it into every post from day one using our TAM Ladder framework.

70%
of Instagram users use the platform to discover new products and brands — making it a purchase-intent search engine, not just a social platform.
40%
of Gen Z uses TikTok and Instagram as their primary search engine over Google. Your next customer is searching on social right now.
3×
more reach for posts optimized with strategic keywords, hashtags, and captions vs. unoptimized content — without spending a dollar on ads.
The TAM Ladder — How We Build Social SEO for Rooted Grounds
We don’t just throw keywords at a post. We use a 4-level TAM Ladder to target your audience at every stage of awareness — from broad discovery all the way to purchase-ready buyers. Each level serves a different intent, and together they build a compounding SEO presence that grows over time.
Level 1
Broad Industry
Widest reach — attracts anyone interested in coffee
specialty coffee coffee roaster fresh roasted coffee artisan coffee small batch coffee coffee subscription
↓
Level 2
Niche Specific
Qualified audience — coffee buyers with specific intent
Ohio coffee roaster women-owned coffee brand D2C coffee delivery coffee subscription gift buy coffee online Ohio single origin coffee
↓
Level 3
Brand-Specific
High-intent audience — people looking for Rooted Grounds specifically
Rooted Grounds Coffee RG Coffee Mason Ohio Rooted Grounds subscription rgcoffee.com Rooted Grounds roast Rooted Grounds gift
↓
Level 4
Hyper-Local / Purchase Intent
Highest conversion — local buyers ready to purchase now
coffee Mason Ohio coffee near me Cincinnati specialty coffee Cincinnati local coffee roaster Ohio coffee gift Cincinnati coffee subscription Mason OH
This is a preview. Your full keyword bank is developed during Month 1 onboarding based on competitor analysis, search volume data, and audience research.
The Investment

The Signature Package —
built for growth.

Two phases. One clear path to D2C growth. We start with a dedicated strategy month to build the foundation right — then move into execution. No guessing, no wasted spend.

Phase 1
Strategy Month
3–4 Weeks • One-Time
$1,917
one-time • Month 1 only
Starts Here
  • 60-minute onboarding strategy call with Rooted Grounds leadership
  • Full brand audit & competitor analysis
  • Ideal Viewer Profile (IVP) development
  • Content pillar strategy (4 pillars mapped to D2C goals)
  • Custom keyword bank & Social SEO setup (TAM Ladder)
  • Profile optimization (bio, highlights, link-in-bio)
  • First content calendar delivered & approved
  • Shot list prepared for first content shoot
→ Deliverable: A complete, approved strategy document and content system ready for execution
↓ Then
Phase 2
Execution Retainer
Month 2+ • Billed Every 15 Days
Foundation Tier
Essentials
$2,088
per month • 2 posts per week
  • 8 pieces of content per month (Reels, carousels, static)
  • Professional copywriting for every post
  • On-site content shoots every 3–4 weeks
  • Content scheduling & publishing
  • Community engagement management
  • Monthly performance report & KPI tracking
  • Dedicated account strategist
Billed every 15 days $1,044 / cycle
Recommended
Growth Tier
Growth
$2,676
per month • 3 posts per week
  • 12 pieces of content per month (Reels, carousels, static)
  • Professional copywriting for every post
  • On-site content shoots every 2–3 weeks
  • Content scheduling & publishing
  • Community engagement management
  • Monthly performance report with strategic recommendations
  • Dedicated account strategist
  • Priority content turnaround
  • Quarterly strategy review call
Billed every 15 days $1,338 / cycle

Strategy month is a one-time investment. Execution retainer begins Month 2 and continues month-to-month.

Total 3-Month Engagement
Phase 1 — Strategy Month
$1,917
one-time
+
Phase 2 — Essentials (2 posts/wk)
$4,176
2 months × $2,088
=
Essentials Total
$6,093
over 3 months
Phase 1 — Strategy Month
$1,917
one-time
+
Phase 2 — Growth (3 posts/wk)
$5,352
2 months × $2,676
=
Growth Total
$7,269
over 3 months
What We Deliver Every Month
Month 1 builds the strategy. Month 2+ executes it. Here’s exactly what’s included.
Activity Month 1 — Build the Strategy Month 2+ — Post the Content
Brand Review & Goal Setting✓—
Target Market & IVP Development✓—
Aspirational Competitor Analysis✓—
Keyword Bank (Social SEO)✓—
Content Pillars & Strategy✓—
Content Calendar & Shot List✓—
Profile Optimization✓—
Content Creative (Reels, Carousels, Statics)—✓
On-Site Content Shoots—✓ Every 3 Wks
Copy & Social SEO Optimization—✓
Content Approvals & Scheduling—✓
Community Management—✓
Strategy Refinement—✓ Monthly
Monthly Performance Report—✓
Bi-Weekly 30-Min Touchpoint Call—✓
What We Need From You
Project Owner
Identify a primary point of contact who will be positioned as the main POC throughout the engagement. This is the person we communicate with day-to-day.
Asset Accessibility
Provide access to key assets — brand guidelines, analytics access, photos/video, and any existing content — to streamline the content process.
Feedback & Approvals
Provide timely feedback on content approvals to keep things moving smoothly. We build in approval windows so nothing goes live without your sign-off.
Participation
Social media success is directly connected to your willingness to be present in the content. The more authentic access we have, the better the content performs.
What Happens After Month 3?
Ready to keep the momentum rolling? After your three-month kickoff, we’ll review performance together and move into a simple month-to-month contract extension. You get ongoing content, profile management, strategy refinement, and fresh ideas every month — without starting over.
The brands that commit to 12–24 months of consistent execution are the ones that build real D2C authority. We’re here for the long game — and we’ll be with you every step of the way.
Let’s keep building your brand, one scroll-worthy post at a time.
90-Day Plan

What the first 90 days
look like.

A clear, phased approach to building Rooted Grounds’ social presence from the ground up — with measurable milestones at every stage. The first 90 days are about building the right foundation: strategy, content systems, brand voice, and audience. Meaningful business impact from social media typically develops over 6–12 months of consistent execution, with compounding results over 2–3 years.

Week 1–2
Strategy & Onboarding
Week 3–4
Strategy Delivered & Approved
Week 4–5
First Content Shoot
Week 5
First Posts Go Live
Month 2
Audience Growth & First D2C Signals
Every 2 Wks
Bi-Weekly Status Meeting
Month 3
Foundation Complete — Long-Term Growth Begins
Month 1 — Foundation
Build the Base
  • 60-minute onboarding strategy call
  • Brand audit & competitor analysis
  • Ideal Viewer Profile (IVP) developed
  • Content pillar strategy (4 pillars mapped to D2C)
  • Custom keyword bank & Social SEO setup
  • Profile optimization (bio, highlights, link-in-bio)
  • First content calendar delivered & approved
  • First content shoot scheduled & executed
  • First posts go live
→ Outcome: Brand voice established, content system live, baseline metrics set
Month 2 — Momentum
Build the Audience
  • Content cadence fully in motion (2–3x/week)
  • Follower growth tracking begins
  • Top-performing content formats identified
  • SEO keywords showing in search results
  • First D2C conversion content deployed
  • Subscription-focused content live
  • Bi-weekly 30-min touchpoint call — performance review, escalation points, content approvals
  • Strategy adjusted based on data
→ Outcome: Content cadence established, follower growth beginning, first D2C link taps appearing
Month 3 — Traction
Build the Foundation for D2C Growth
  • Content compounding — older posts still driving traffic
  • Subscription & product content fully deployed
  • Early D2C traffic signals from social to Shopify
  • 90-day performance report delivered
  • Quarterly strategy review call
  • Month 4+ strategy plan presented
  • LIFT stage trajectory confirmed — 6–12 month growth plan set
→ Outcome: Foundation is complete. Content system is live. The groundwork for long-term D2C growth is in place — the compounding begins now.
Your Scroll Media Team
You’re not getting a faceless agency. You’re getting a dedicated team that knows your brand.
Primary POC
Account Manager
Your day-to-day contact for all communications, content approvals, scheduling, and questions. They know your brand inside and out and are always one message away.
Strategic Lead
Chase Gianattasio — Operations Lead
Involved in all key strategic deliverables, escalation points, and major decisions. Chase personally oversees strategy development, performance reviews, and ensures the work meets Scroll Media’s standard.
Senior Strategist
Allison — Senior Strategist
Supports strategy development, content direction, and performance analysis. Allison is involved in monthly strategy reviews and ensures content is always aligned to your goals and IVP.
Where You Are & Where You’re Going

Instagram Maturity Stages —
your growth journey.

Every brand we work with starts at a defined stage in their social media growth journey. Rooted Grounds is currently in the SPARK stage — the highest-leverage moment to invest in social. This is where the biggest gains happen fastest, and where we’ll build the foundation for everything that follows.

S
SPARK
0 – 2,500 followers
Foundation building, brand voice, content infrastructure, and format testing. The highest-leverage stage — biggest gains happen fastest here. Rooted Grounds is here today.
Focus: Discovery — “What content works for our audience?”
L
LIFT
2,500 – 10,000 followers
Scaling proven formats, building conversion paths, and growing a qualified audience. Consistent cadence established. D2C traffic from social begins to compound.
Focus: Momentum — “How do we scale our wins?”
R
RISE
10,000 – 50,000 followers
Brand authority at scale. Optimization for conversion. Social becomes a measurable, primary D2C acquisition channel. Subscription and product revenue directly attributable to content.
Focus: Optimization — “How do we convert at scale?”
T
THRIVE
50,000+ followers
Brand equity and ecosystem building. Social is a primary driver of revenue, community, and long-term brand value. Compounding authority that competitors cannot easily replicate.
Focus: Authority — “How do we maximize brand equity?”
→
With a consistent 3-posts/week strategy, brands in the SPARK stage typically reach LIFT within 90 days and RISE within 12–18 months. The content infrastructure we build in Month 1 is what makes that trajectory possible.
Ideal Viewer Profile

Before we write a single caption,
we build this.

The Ideal Viewer Profile (IVP) is the strategic foundation of everything we create. It’s a detailed portrait of the exact person your content is designed to reach — their motivators, obstacles, dream outcomes, and the content that moves them to buy. Most agencies skip this step. We consider it non-negotiable. Here’s a preview of what we’ll build for Rooted Grounds.

☕
The Craft Coffee Loyalist
Primary IVP • Rooted Grounds Coffee • D2C Subscription Focus
Preview
Who They Are
35–55 year old professional, homeowner, household income $75K+. Lives in or near Mason, Cincinnati, or greater Ohio. Takes their morning coffee seriously — it’s a ritual, not just caffeine. Currently buying from a national brand (Starbucks, Peet’s) but feels like they’re settling.
Core Motivators
  • Wants to support local, independent businesses over corporate chains
  • Values quality and craft — willing to pay premium for the real thing
  • Wants to feel connected to where their coffee comes from
  • Loves the idea of a subscription that “just works” — fresh coffee, no effort
Key Obstacles
  • Doesn’t know Rooted Grounds exists yet — zero social SEO footprint
  • Skeptical of online coffee subscriptions — “will it actually be fresh?”
  • Doesn’t understand the difference between commodity and specialty roasting
  • Hasn’t been given a compelling reason to switch from their current brand
Dream Outcome
A consistent supply of exceptional, locally-roasted coffee delivered to their door — from a brand they feel proud to support and tell their friends about. They become a brand advocate, not just a customer.
How This Maps to Our Strategy
TOFU
Roastery tour Reels and behind-the-scenes content reach them on Instagram before they’ve heard of Rooted Grounds. The 25,000 sq ft facility is the hook.
MOFU
David & Patsy’s founder story, the B2B client roster (hospitals, resorts), and craft education content answers their skepticism and builds trust.
BOFU
Subscription showcase content, unboxing Reels, and gift-occasion posts with a direct Shopify CTA convert them from follower to paying subscriber.
📄
This is a preview. Your full IVP — including secondary avatars, complete keyword mapping, content format recommendations per avatar, and objection-handling content strategy — is delivered as part of your Month 1 Strategy deliverable.
Content Strategy

Four pillars.
One cohesive brand story.

Every piece of content we create for Rooted Grounds falls into one of four strategic pillars. Together, they build a complete brand narrative that attracts, educates, and converts your ideal D2C customer.

☕
Craft & Quality
The roasting process, bean sourcing, and product quality that sets Rooted Grounds apart. This is the content that earns trust and positions you as the premium choice.
  • Behind-the-scenes roasting process reels
  • Single origin bean sourcing stories
  • Roast profile breakdowns and tasting notes
  • Quality control and freshness guarantee content
🌱
Roots & Community
The women-owned founder story, Mason OH community ties, B2B partnerships, and cause-driven mission. This is the content that builds emotional connection and loyalty.
  • Founder story — David & Patsy’s journey
  • B2B partner spotlights (hospitals, resorts, OSU)
  • Community events and local partnerships
  • Women-owned business milestone content
📚
Education & Discovery
Coffee knowledge, brewing guides, and industry insights that position Rooted Grounds as the authority. This is the content that earns saves, shares, and follows.
  • How to brew the perfect cup at home
  • Light vs. dark roast — what’s the difference?
  • Coffee subscription guide — what to expect
  • Why fresh-roasted coffee tastes different
🛒
Shop & Subscribe
Product showcases, subscription CTAs, and D2C conversion content. This is the content that drives people from your Instagram to your Shopify store and converts them into recurring revenue.
  • Subscription unboxing and first-bag experience
  • Gift subscription content for holidays and occasions
  • Product launch announcements and limited releases
  • Customer testimonials and UGC reposts
12 Content Ideas Built for Rooted Grounds

Organized by funnel stage — every idea has a purpose and a place in the buyer’s journey.

TOFU Top of Funnel — Awareness & Discovery — Goal: Reach new audiences, build reach, attract the right people
Reel TOFU — Awareness
“We roast 25,000 sq ft of coffee and you’ve probably never heard of us.”
Warehouse tour reel. Massive reach potential — the contrast hook drives curiosity and shares. Targets non-followers who have never heard of Rooted Grounds.
Reel TOFU — Awareness
“What happens between the farm and your cup.”
Bean-to-bag process reel. Educational + visual = high organic reach and saves. Pulls in coffee-curious audiences who don’t know the brand yet.
Reel TOFU — Awareness
“POV: You work at a hospital and the coffee is actually incredible.”
B2B partnership content from the consumer angle. Unexpected hook drives curiosity and reach. Turns institutional credibility into viral discovery content.
Reel TOFU — Awareness
“We supply 50+ locations across Ohio. Here’s what makes our coffee different.”
Social proof reel using B2B scale to build D2C credibility. Authority positioning content that reaches new audiences through the scale hook.
MOFU Middle of Funnel — Trust & Education — Goal: Convert followers into believers, build credibility, drive saves and profile visits
Carousel MOFU — Trust
“How we went from a garage to supplying OSU Wexner Medical Center.”
Founder origin story carousel. High save rate — exactly the content that builds D2C brand loyalty. People buy from people they trust.
Carousel MOFU — Education
“5 reasons your grocery store coffee tastes stale (and what to do about it).”
Educational carousel that creates urgency for fresh-roasted D2C subscription. High save rate. Positions Rooted Grounds as the solution to a problem the viewer already has.
Static MOFU — Community
“Meet the women behind Rooted Grounds.”
Founder portrait + story post. Women-owned angle drives engagement and brand affinity. Builds the emotional connection that converts followers into loyal buyers.
Carousel MOFU — Education
“Light, medium, or dark roast? Here’s how to pick the right one for you.”
Decision-making carousel. Drives saves and positions Rooted Grounds as the trusted guide. Moves viewers from interest to purchase-readiness.
Carousel MOFU — Community
“A day in the life at Rooted Grounds.”
Behind-the-scenes day carousel. Humanizes the brand and builds the community connection that drives D2C loyalty. High comment and save rate.
BOFU Bottom of Funnel — Conversion & Subscription — Goal: Drive Shopify traffic, subscription sign-ups, and D2C purchases
Reel BOFU — Conversion
“Our coffee subscription — what you get, how it works, why it’s different.”
Subscription explainer reel with direct CTA to Shopify. The highest-converting D2C format for subscription products. Drives link taps and sign-ups.
Reel BOFU — Conversion
“The best gift for a coffee lover (that they actually want).”
Gift subscription reel. Seasonal evergreen content that drives D2C gifting revenue year-round. Targets high-intent buyers who are actively looking to purchase.
Static BOFU — Conversion
“Fresh roasted. Shipped to your door. Starting at $X.”
Clean product post with direct Shopify CTA. Simple, direct, conversion-focused. Run as organic and paid. The clearest possible path from Instagram to checkout.
Brand Inspiration

Content mapped to your goals.
Every post has a purpose.

Every piece of content we create for Rooted Grounds is mapped to a specific stage of your buyer’s journey — from first discovery all the way to subscription checkout. These are real examples from brands in your space that prove the strategy works. This is exactly how we’ll build your content engine.

TOFU
Top of Funnel — Awareness & Discovery
Goal: Get in front of people who have never heard of Rooted Grounds. Cast wide, attract the right audience, build reach.
Onyx Coffee Lab
@onyxcoffeelab • 275K followers
Why this is TOFU — and why it works for Rooted Grounds
Roastery tour Reel. This is a pure discovery play — it reaches people who have never heard of the brand but are interested in coffee. Rooted Grounds’ 25,000 sq ft facility is a massive content advantage most brands can only dream of. We’ll use it to dominate this format.
Roastery tours are the highest-reach format in specialty coffee
Process content attracts new audiences — 60%+ non-follower reach
Builds instant credibility before they even follow you
View on Instagram ↗
Sisters Coffee Co.
@sisterscoffee • 16K followers
Why this is TOFU — and why it works for Rooted Grounds
Behind-the-scenes roastery content with a strong intentionality message. This is the content voice Rooted Grounds should own — premium, craft-focused, and founder-driven. Notice how it reaches people who don’t follow the account yet and pulls them in with authenticity.
Authenticity-first content outperforms polished ads in reach
Strong hooks in the first 2 seconds drive watch time and algorithm push
Women-owned + craft story is a powerful differentiator for D2C
View on Instagram ↗
MOFU
Middle of Funnel — Trust & Education
Goal: Convert followers into believers. Build credibility, tell the brand story, and make people want to buy from you specifically — not just any coffee brand.
Counter Culture Coffee
@counterculturecoffee • 159K followers
Why this is MOFU — and why it works for Rooted Grounds
“The People Behind the Coffee” — a meet-the-roaster series. This is the format that builds the deepest audience trust for D2C brands. People don’t buy from companies — they buy from people. David and Patsy’s story is the most powerful asset Rooted Grounds has. We’ll build a series around it.
Founder stories are the highest-converting MOFU format
Team spotlights humanize the brand and drive follows + saves
Educational craft content positions you as the premium choice
View on Instagram ↗
Counter Culture Coffee
@counterculturecoffee • 159K followers
Why this is MOFU — and why it works for Rooted Grounds
Employee roaster spotlight: “I’m proud to be on the roasting team because of the quality of the product.” This is the quality-proof content that moves people from interested to convinced. It answers the unspoken question every D2C buyer has: “Can I trust this brand?” Rooted Grounds’ team and B2B client roster (hospitals, resorts) is proof that answers that question definitively.
Quality-focused messaging attracts premium D2C buyers who pay full price
B2B social proof (hospital + resort accounts) is powerful D2C credibility
Consistent series content builds a loyal audience that buys repeatedly
View on Instagram ↗
BOFU
Bottom of Funnel — Conversion & Subscription
Goal: Drive people to your Shopify store and convert them into D2C customers — especially recurring subscription buyers. This is where social becomes measurable revenue.
→
A note on BOFU content: The best BOFU content doesn’t feel like an ad — it feels like a natural next step for someone who already trusts you. We’ll build product showcase Reels, subscription unboxing content, limited-time offer posts, and gift-focused content that drives people directly to your Shopify store. The examples below show the format and tone we’ll use for Rooted Grounds.
☕
Product Showcase Reel
A 15–30 second Reel showcasing your best-selling roast with a clear CTA: “Link in bio to order.” Filmed in the roastery with your bags front and center. This is the format that drives the most direct Shopify traffic from Instagram.
→ Drives: Direct Shopify link taps, product page visits
📦
Subscription Unboxing Content
A carousel or Reel showing the full subscription experience — from roasting to packaging to doorstep delivery. “Fresh-roasted coffee, delivered to your door. Start your subscription at the link in bio.” This is the highest-converting D2C format for subscription products.
→ Drives: Subscription sign-ups, recurring D2C revenue
🎁
Gift & Occasion Content
Seasonal and occasion-based content targeting gift buyers: “The coffee lover in your life deserves better than a gift card. Give them Rooted Grounds.” Targets high-intent buyers who are actively looking to purchase — the highest-value D2C segment.
→ Drives: Gift purchases, new D2C customer acquisition
🏭
B2B Social Proof → D2C Trust
“We roast for hospitals, resorts, and 50+ businesses across Ohio. Now you can get the same coffee delivered to your door.” Your B2B credibility is a massive D2C conversion lever. We’ll use it to build trust and drive subscription sign-ups.
→ Drives: D2C trust, subscription conversions, premium positioning
Sample Content Calendar

What an execution month
actually looks like.

This is a sample execution month for Rooted Grounds — showing how we structure content shoots, feed posts, and story days across a real calendar. Every week is intentional. Every post has a purpose. Every shoot fuels multiple pieces of content.

Content Shoot
Feed Post (Mon/Wed/Fri)
Story Day (Tue/Thu)
Off Day
Sun
Mon
Tue
Wed
Thu
Fri
Sat
1
2
3 ● Content Shoot On-site shoot — Reels, carousels & statics captured for Weeks 2–4
4
5
6
7
8
9 Feed Post TOFU Reel — Roastery Tour Hook
10 Stories Behind-the-scenes — shoot day BTS
11 Feed Post MOFU Carousel — Founder Story
12 Stories Product spotlight + poll
13 Feed Post BOFU Static — Subscription CTA
14
15
16 Feed Post TOFU Reel — Bean-to-Bag Process
17 Stories Community Q&A — coffee questions
18 Feed Post MOFU Carousel — Roast Education
19 Stories Link-in-bio promo — subscription offer
20 Feed Post TOFU Carousel — Coffee Origin Story
21
22
23 Feed Post MOFU Reel — Day in the Life at RG
24 ● Content Shoot On-site shoot — Reels, carousels & statics for Weeks 5–7
25 Feed Post BOFU Static — Gift Subscription CTA
26 Stories Shoot day BTS — audience engagement
27 Feed Post TOFU Reel — Fresh Roast Process Close-Up
28
29
30 Feed Post MOFU Carousel — Brewing Guide
31 Stories Month-end engagement & CTA stories
3x
Feed Posts / Week
2x
Story Days / Week
Every 3 Wks
Content Shoot
Mon/Wed/Fri
Feed Post Days
→
This is a sample execution month. Your actual calendar is built during Month 1 strategy and delivered for your review and approval before any content goes live. Content shoots are scheduled every 3 weeks to keep your content pipeline full and fresh.
Proven Results

We’ve done this before.
Here’s the proof.

Real results from real clients — all product and service brands with similar goals to Rooted Grounds. Every number below is from actual Instagram analytics, not projections.

Boutique Product Brand • D2C
Brand A — Consumer Products
+47%
Profile Activity Growth
+51%
Profile Visits
16K
Top Content Views
TOFU 16K views • High non-follower reach
MOFU 6,741 profile visits • +51% growth
BOFU 470 external link taps • Direct Shopify traffic
90-day results. 7,252 total profile activity actions. 6,741 profile visits. 470 external link taps driving direct website traffic. Top content hit 16K views organically.
→ Relevant: Consumer product brand with D2C e-commerce focus and subscription model
Boutique Lifestyle Brand • Multi-Channel
Brand B — Lifestyle & Events
+36%
Profile Activity Growth
+37%
External Link Taps
21K
Top Content Views
TOFU 21K top reel views • Consistent reach growth
MOFU 3,329 profile actions • +36% growth
BOFU 430 link taps • +37% external traffic growth
90-day results. 3,329 total profile activity actions. 430 external link taps — direct traffic to website. Top reel hit 21K views. Consistent growth month over month.
→ Relevant: Community-driven brand with both physical and online revenue channels
Boutique Service Brand • Local + Online
Brand C — Premium Services
+53%
Profile Activity Growth
+57%
Profile Visits
22K
Top Content Views
TOFU 22K top content views • Multi-city reach
MOFU 3,140 profile visits • +57% growth
BOFU 419 link taps • Direct website conversions
30-day results. 3,599 profile activity actions. 3,140 profile visits. 419 external link taps. Top content hit 22K views. Audience in Cincinnati, New York, Chicago.
→ Relevant: Brand with both local and national audience growth goals
Boutique Retail Brand • D2C
Brand D — Specialty Retail
+20%
Profile Activity Growth
+21%
Profile Visits
21K
Top Content Views
TOFU 21K top views • 5K+ on multiple posts
MOFU 2,821 profile visits • +21% growth
BOFU 384 link taps • Direct D2C store traffic
90-day results. 3,205 profile activity actions. 2,821 profile visits. 384 external link taps. Multiple pieces of content hit 5K+ views organically.
→ Relevant: Product brand with online store, subscription model, and community-driven identity
Real Analytics — From Our Client Accounts
201,148 views in 30 days
201,148 Views in 30 days • 43,159 accounts reached (+80.4%)
60,369 views in 30 days
60,369 Views in 30 days • 7,983 accounts reached (+25.2%)
3,205 profile activity
3,205 Profile Actions in 90 days • 2,821 profile visits (+21%) • 384 external link taps
Profile activity 981 (+22.8%)
981 Profile Actions in 30 days • 825 profile visits (+26%) • 152 link taps (+9.4%)
MEAS top posts 15K views
Top Post: 15K Views • Profile activity +30.8% month-over-month
Single post 22,382 views
22,382 Views on a single post • 238 interactions • 4h 37m watch time
What Clients Say

Don’t take our word for it.
Take theirs.

★★★★★
“Scroll Media completely transformed how we think about social media. Before working with them, we were posting randomly and seeing nothing. Now we have a real strategy, consistent content, and we’re actually seeing people come to our website from Instagram. The ROI is real.”
Founder, Boutique Product Brand
D2C • Consumer Products
★★★★★
“What I love most is that they actually understand our brand. Every piece of content feels like us — not like a generic agency template. And the results speak for themselves. We’ve grown our following significantly and our engagement is through the roof.”
Owner, Lifestyle Brand
Multi-Channel • Local + National
★★★★★
“The monthly reports alone are worth the investment. We finally understand what’s working and why. Chase and the team are strategic partners, not just content creators. They think about our business goals, not just our follower count.”
CEO, Premium Services Brand
Service Business • Local + Online
Ready to Move Forward?

Here’s exactly what happens
when you say yes.

No guessing, no ambiguity. From the moment you confirm, here is the exact sequence of events — every step, every date, every deliverable. We’ve designed this process to get you from “yes” to live content as fast as possible.

01
Confirm & Sign Contract
You confirm the package and we send over a formal service agreement for digital signature. Takes 5 minutes. This locks in your start date and officially kicks off the engagement.
→ Same day or next business day
↓
02
Complete Onboarding Form
We send you a comprehensive onboarding questionnaire covering your brand story, target audience, product lineup, D2C goals, competitors, tone of voice, and content assets. This is the foundation for everything we build.
→ Completed within 48–72 hours of contract signing
↓
03
Onboarding & Kickoff Call
A 60-minute deep-dive call with Chase and the strategy team. We walk through your onboarding form, ask clarifying questions, align on goals, and set the direction for your strategy. This is where we get to know Rooted Grounds inside and out.
→ Scheduled within Week 1
↓
04
Strategy Presentation
3–4 weeks after kickoff, we present your complete strategy: Ideal Viewer Profile, content pillars, keyword bank, profile optimization plan, and first content calendar. You review, give feedback, and we finalize before execution begins.
→ Presented 3–4 weeks after kickoff call
↓
05
First Content Shoot
We schedule and execute your first on-site content shoot at the Rooted Grounds facility. Our team captures Reels, carousels, and static content based on the approved strategy. Shot list is prepared in advance — you just show up and do what you do.
→ Scheduled immediately after strategy approval
↓
06
First Posts Go Live
Your first pieces of content are published. The content system is live. The audience-building begins. From this point forward, we’re in execution mode — consistent content, monthly reporting, and a clear path toward D2C growth.
→ Approximately 5–6 weeks from contract signing
Let’s build something
worth rooting for.

Rooted Grounds has the brand, the story, and the product. We have the strategy and the system. Together, we’ll build the social presence that turns your D2C ambitions into reality.

Chase Gianattasio — Scroll Media
chase@scrollmedia.co