Social media posts
Furmaids’ target demographic was highly active on Instagram, so I used the platform to help sprint us toward bringing in more dog walking clients. I implemented concrete action plans to build our network, drive referrals, and onboard new clients. The relationships I built—with both clients and local businesses—led to a steady stream of ongoing referrals. The marketing and messaging I developed helped grow my dog walking business to a team of five, completing around 90 walks per week. Since we didn’t offer pet sitting services, our marketing was highly focused on techniques that would deliver measurable returns.
Community Outreach
Caption: Join us for a heartwarming Doga class at @greenlotusyoga in Bradley Beach! 🧘♀️🐾 Doga combines the joy of yoga with the cuddles of adorable rescue dogs from @wagoninnrescue ! Certified instructor Sharyn will lead a 45-minute, mixed-level yoga session while rescue dogs roam freely, offering cuddles and puppy kisses. Afterward, enjoy 15 minutes of snuggles in a relaxing “snuggasana” session with the pups. Nadia from @woofhousestudio will be there to capture all the sweet moments! 📸 Cost: $25 (all proceeds go to Wagg On Inn Rescue) 🗓 October 26th at 12:00 PM 📍 Green Lotus Yoga, Bradley Beach, NJ Limited are spots available! Reserve yours today and help these pups find their forever homes. 🐕 To schedule, visit the link in our bio!
Objective: This post promoted a community event we co-hosted as part of our outreach strategy to deepen local connections and increase visibility through shared values. I initiated the collaboration by reaching out to Green Lotus Yoga, Wagg On Inn Rescue, and WoofHouse Studio, coordinating every detail to ensure a meaningful, well-branded experience. By partnering with trusted local businesses and nonprofits, we positioned Furmaids at the heart of a feel-good, mission-driven event that encouraged in-person engagement, expanded our audience, and generated shareable content. It also reinforced our commitment to giving back and building authentic relationships in our community.
Created on: Canva
Community outreach
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Caption: Small Business Saturday is Tomorrow! ✨ Shopping small may not be as simple as clicking from your couch, but the rewards are so much greater. Here’s why: → Explore Your Community: Shopping locally gives you a chance to discover hidden gems and connect with your neighbors. → Keep Your Community Vibrant: Small businesses bring color, creativity, and life to our city. Without them, our communities would lose their charm! → Support Dreamers: Every purchase helps local business owners keep their doors open and continue chasing their dreams. 💛 Personally, one of the best parts of running Furmaids is the chance to connect with other small business owners. Watching them build something incredible from scratch and pour their hearts into their work is endlessly inspiring. Let’s celebrate and support the businesses that make our communities special tomorrow and every day!
Objective: This post was part of a community outreach strategy tied to Small Business Saturday, aimed at strengthening local partnerships and expanding organic reach. I personally reached out to several local businesses in advance, visited their shops, and took photos with a few owners to build trust and foster authentic relationships. This helped position Furmaids as a collaborative and supportive presence in the local small business community. In return, many of these businesses shared the post, referred new clients, and continued to engage with our content. It was a relationship-building effort that supported brand visibility through community alignment and cross-promotion.
Created on: Canva
Community Outreach
Objective: This post was part of a community outreach strategy designed to build local brand awareness through collaboration and shared values. By co-hosting a Doga (dog yoga) event with a local studio and rescue, we positioned Furmaids as a compassionate, community-driven brand. The event allowed us to connect with new audiences, generate highly shareable content, and strengthen relationships through in-person engagement. It was a strong example of values-based marketing that aligned with our mission while expanding our local presence.
Created on: Canva
Caption: Join us for a heartwarming Doga class at @greenlotusyoga in Bradley Beach! 🧘♀️🐾 Doga combines the joy of yoga with the cuddles of adorable rescue dogs from @wagoninnrescue ! Certified instructor Sharyn will lead a 45-minute, mixed-level yoga session while rescue dogs roam freely, offering cuddles and puppy kisses. Afterward, enjoy 15 minutes of snuggles in a relaxing “snuggasana” session with the pups. Nadia from @woofhousestudio will be there to capture all the sweet moments! 📸 Cost: $25 (all proceeds go to Wagg On Inn Rescue) 🗓 October 26th at 12:00 PM 📍 Green Lotus Yoga, Bradley Beach, NJ Limited are spots available! Reserve yours today and help these pups find their forever homes. 🐕 To schedule, visit the link in our bio!
Promotions
Objective:
This post was part of a targeted promotional campaign designed to reach a busy, underserved client segment, local teachers, during the back-to-school season. The messaging focused on appreciation and acknowledgment, positioning Furmaids as a supportive and community-minded brand. By offering limited-time perks tailored to teacher schedules, we created urgency while offering real value.
The strategy combined emotional appeal (gratitude and recognition) with practical solutions for working professionals, making our service feel both thoughtful and convenient. Additionally, the call to action to “share with a teacher friend” encouraged organic reach through personal networks, allowing us to tap into a high-trust referral loop and expand awareness within a values-aligned audience.
Created on: Canva
Caption: Teachers work tirelessly, dedicating long hours to planning, teaching, and supporting their students. Their hard work and commitment makes a HUGE impact on our future, and we are deeply grateful for all they do. To all teachers out there, we want to say a big THANK YOU! To show our appreciation, we’re thrilled to announce our Teacher’s Early Bird Special starting TODAY! If you’re a teacher and sign up as a new client by September 5th, we’d love to offer you a special gesture of our gratitude: 🐾 Get a FREE 20-minute walk every Friday in September! 📸 Enjoy a 40% discount on a mini dog photography session with our talented friend at @woofhousestudio ! ✨ This includes one stunning edited image and a photo reveal session. This is our way of showing our heartfelt appreciation! 💕 Have teacher friends? Help spread the word by sharing this post! We’d love to help as many teachers as possible.
Behind the scenes
Objective: This post was all about building credibility and expanding client trust. When I first launched the business, clients saw me as the brand—they only felt comfortable trusting me with their dogs. Through intentional messaging, I gradually shifted that mindset from “Renae is the business” to “Furmaids is the business.” Posts like this played a key role in that shift by showing that my team was a well-trained extension of me. The content emphasized our structure, professionalism, and shared values. It also built trust by showing happy dogs receiving attentive care—like getting water and treats from walkers who truly know and love them.
Created on: Tik Tok
Caption: Wondering what training looks like behind the scenes? 🎥 We take pride in teaching your dog’s new BFFs how we implement our values! 🌟 🐾 Our trainees receive fun, thorough, in-the-field training alongside Renae before they take on their own shift. This hands-on learning lets new team members see our values and best practices in action. The best part? Your pup gets DOUBLE the love, attention, belly rubs, and a new BFF! 🐶❤️
Client success story
Caption: Everyone, meet Pax! Pax joined Furmaids a year ago, and it’s been nothing but FUN ever since! Our favorite thing about Pax? His absolute LOVE for people. As soon as we show up, we’re greeted with hugs, tail wags, and sometimes... Zoomies! 🐕💨 Pax is all about adventure hikes and long walks, exploring new spots with us rain or shine! Pax’s mom reached out to us because she works long hours at multiple jobs (she’s a total hustler! 💪🏼). She knew Pax needed more stimulation with longer walks and fresh places to explore. Plus, after being sick, Pax had gained some weight, so his mom wanted to help him shed those extra pounds to keep him healthy and take pressure off his joints. Over the past year, we’ve been lucky to enhance Pax’s best life, and we’re so grateful to help his mom come home to a fulfilled, healthy, and happy pup! 🧡
Objective: Furmaids messaging was consistent: the client is the hero. Our client success stories highlighted the bond between clients and their pets, and we wove these stories into our social media strategy. This type of content accomplished several goals: 1. It centered the client experience in our marketing, making them feel seen and valued. 2. It gave our content a story-driven narrative that created emotional resonance. 3. It built trust and credibility by showcasing real-life results and the impact of our services. 4. It reinforced our brand values like compassion, reliability, and personalized care. 5. It created sharable content, since clients love seeing themselves and their pets featured. These stories not only attracted new clients but deepened loyalty with our existing ones.
Created on: Instagram
Behind the scenes
Objective: This post helped build trust through transparency by showing what a typical visit actually looks like. We were the only dog walking company in our area sharing behind-the-scenes content, which helped differentiate our brand. We don’t just show cute dogs—we show what it feels like to work with us. The video also demonstrated how easy it is to use our app, from the client notification when a walker arrives to what that moment looks like in real life. It humanized our business, highlighted the extra care we provide, and captured how genuinely happy the dogs are in our care.
Created on: Tik Tok
Caption: Your dog walker just arrived! Ever wondered what that means for your furry friend? Get a glimpse into the world of your Furmaids dog walkers 🐾🧡🎉 I can’t say this enough: We LOVE what we do and are so grateful to YOU for making it possible. 💚 🐾
Promotions
Objective: This promotional post was created to drive engagement through a values-based campaign that aligned with Earth Day. By combining a social cause with an incentive, the giveaway activated both existing and potential clients around a shared mission; caring for their pets and the planet. The call-to-action encouraged user-generated content by asking followers to share photos, which increased our brand’s visibility and social proof. As Furmaids’ first-ever giveaway, this campaign also served as a low-barrier entry point to test promotion-based conversion strategies while reinforcing brand values like community involvement, environmental stewardship, and responsible pet care.
Created on: Canva
Caption: ✨ Giveaway ✨ Exercise your dog AND help the planet! We’re SO excited to announce our Earth Day giveaway! It’s our first-ever giveaway, and we’re thrilled to be doing it for a cause – helping to keep our planet clean while keeping pooches active. 🌎 🚶🏼♀️ Here’s the breakdown: ✅ Take a walk with your dog and fill up one poop bag with litter you find along the way. ✅ Snap a pic of your doggie superhero alongside the filled trash bag, and make sure to tag us in your story or post! ✅ Enjoy 22% off your next walk as our way of saying thank you for keeping our planet clean! Hurry, this offer is valid until Earth Day, 4/22/24! Let’s leash up for the planet and make every step count! 🌿🐶
Engagement-Driven Content
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Caption: Happy International Women’s Day! Did you know that approx 75% of our clients are women? We help incredible women give their pups the best lives, day in and day out, while they’re out there killing it! It’s clear that our clients’ pups are endlessly happy and grateful for their hardworking mamas every single day! Today is a great time for us to reflect on how far we have come, but also how much more room there is for improvement in society for women. Maya Angelou said it best “Each time a woman stands up for herself, without knowing it possibly, without claiming it, she stands up for all women.” We feel incredibly honored to support our clients in any way we can; helping you be the strong, badass women and amazing dog mamas you are! 💪💜
Objective: This was one of my favorite posts—and one of our top performers. We focused our marketing on a specific demographic: young professional women who worked long hours, often in healthcare or education. The content was highly shareable and helped normalize hiring a dog walker, while also creating a stronger emotional connection with our audience and fostering a sense of community among our clients. Most importantly, it made our clients feel seen. The messaging was clear: the client is the hero of the story, and we’re honored to support them.
Created on: Canva
Engagement-Driven Content
Objective: For the holidays, my team delivered handmade ornaments to clients who consistently booked weekly walks. The goal was to build trust with both current and potential clients. Sharing this DIY gesture on social media reinforced our brand’s credibility, people are often hesitant to be the “first” to try a new service, so showcasing our unique client experience helped normalize and validate our value. It demonstrated that our level of care goes beyond expectations, we’re part of the pet parent lifestyle, not just a service provider. Many clients shared their gifts on Instagram Stories and tagged us, which organically expanded our reach and visibility.
Created on: Canva
Caption: The secret is out 🤫🎄🐾... FOR WALKIES THIS WEEK, you *might* want to keep an eye out for a delivery from SantaPaws (especially before trying this!)😉 ✨ What You’ll Need: - DIY Wood Ornaments (find them at Michaels or your fave craft store) - A cute photo of your dog 🐶 - Canva (or any photo editor) - Photo printer (Staples does same-day!) - Glue, ribbon, and a pointy object 🎨 How to Make It: 📏 Measure the Ornament : Check the circumference of your ornament to size the photo perfectly. ✂️ Crop the Photo: Use Canva to crop your pup’s picture into a circle that matches the ornament size. Don’t forget to leave room at the top for the hole! ✂️ 🎞️ Print the Photo on a photo printer (Staples is quick and easy!). 🖼️ Assemble the Ornament: Cut out your photo and glue it onto the wooden ornament. Cute overload! 🥰 🪡Add a Hole: Carefully poke a hole at the top where the ornament’s hole is. 🎀Thread the Ribbon: Push a festive ribbon through, tie it up, and voilà—you’re done! 🎀 Special note; if your pup had photos taken by @woofhousestudio this is the perfect idea to use those photos this holiday!
Engagement-Driven Content
Objective: This post was designed to drive audience engagement by leveraging a popular social media trend (seasonal audio + ghost visuals) to showcase the fun, lighthearted side of our brand. By highlighting our team and client dogs in a playful, behind-the-scenes way, we created a moment of connection not just with followers, but with current clients. The content fostered emotional engagement and reinforced our brand personality as joyful, trustworthy, and client-focused. I also sent the photos directly to clients post-walk, adding a personal touch that extended the campaign’s reach beyond Instagram. One client told me, “This is why we love you” clear evidence that the content resonated deeply and supported client retention.
Created on: Canva
Caption: Introducing our newest team member, Ghost! Ghost brings some supernatural skills to the Furmaids team. He’s so good, it’s almost scary—your pup won’t even know he was there, but they’ll be begging for another walk! 🕸️🐾
Engagement-Driven Content
Objective: This post was crafted to reinforce our brand messaging that positions the client as the hero. At Furmaids, we knew that many pet parents struggled with guilt; especially when leaving their dogs during the workday. This content was intentionally written to uplift and affirm them, reminding clients that they’re already doing an amazing job. By validating their efforts and emotions, we built emotional trust and loyalty while encouraging interaction through a call-to-action to share their proudest pet parenting moments. The post aligned with our broader strategy of empathetic, client-centered storytelling that deepens the emotional connection between our brand and the people we serve.
Created on: Canva
Caption: We hear our clients say it all the time: “I just want them to have the best life possible.” And guess what? You’re already doing that in SO many ways, even when every day isn’t picture-perfect.✨ On those tough days, here’s your reminder: 🐾 You’re an amazing pet parent. 🐾 It’s okay to take time for yourself—you’ve met their needs. 🐾 Your dog feels loved and fulfilled. 🐾 Prioritizing their needs is your superpower! 💪 🐾 Your attentiveness shows how much you love them. 🐾 You’re doing your best every single day. 🐾 You meet their unique needs. Celebrate yourself, because your pup already thinks you’re their hero! 🦸♂️ Comment and share what made you the BEST pet parent in 2024 —we’d love to hear!
