Brief
Sometimes a client doesn’t just need content; they need a roadmap. This Toolkit gave a small business owner everything she needed to build a digital brand from scratch, without ever having to guess what comes next.
Client
Mortgage Like a Mother (MLAM) is a first-time homebuyer education platform founded by Heidi Gates, a mortgage industry veteran with 25+ years of experience. She had deep expertise and a powerful mission, but no infrastructure to bring it to life—no strategy, no social presence, no framework for production or distribution.
Challenge
She had a story to tell, but was unsure of where to even start. The toolkit needed to be comprehensive enough to function as a standalone resource she could actually execute independently, without a marketing team behind her.
Deliverable
After numerous client interviews and a facilitated creative thinking workshop, the Content Toolkit was born. This end-to-end content strategy and distribution guide covered everything Heidi needed to launch and sustain a multi-platform digital brand, including:
A full content strategy including audience personas, business goals, content themes and KPIs
Platform-by-platform guidance for YouTube, Instagram, Facebook and TikTok, including setup, best practices and community building
End-to-end content production workflows with video checklists and optimization guides
A content repurposing framework to maximize the value of every piece produced
A sample two-month content calendar to get her from strategy to publishing immediately
The Toolkit eliminated the overwhelm of starting from scratch. Rather than delivering recommendations that required a marketing team to execute, the goal was to create a resource a solo business owner could pick up and run with—one that built her confidence as a content creator while establishing the strategic foundation for long-term brand growth.
Scroll through the virtual Toolkit below to view the final deliverable.
Results
Heidi didn’t just launch. She built something.
Mortgage Like a Mother is now a fully-realized, multi-channel educational brand with an active presence across YouTube, Instagram, Facebook and TikTok, and a robust website featuring over a dozen educational modules with downloadable read-along guides on everything from credit scores to closing costs.
Since launching, Heidi has published more than 50 videos on YouTube and grown her channel to more than 1,500 subscribers, with follower counts steadily climbing across various social channels. The brand’s voice—warm, direct, empowering and occasionally hilarious—is consistent across every platform, and the content library keeps growing.