The Vision
This all started through a sweet friend of mine who had been a patient at Peak Spine and Wellness. She loved the care and community so much that she eventually started working there! One day, she and Dr. Emily were chatting about how they wanted help with their social media but weren’t sure where to begin—and that’s where I came in. I was introduced to Dr. Emily, and from our very first conversation, I knew it was going to be a great fit. We instantly clicked and were completely aligned on their vision: to showcase the heart behind the clinic, highlight the incredible care they provide, and create content that truly reflects the welcoming, energetic environment of Peak Spine and Wellness. It’s been such a rewarding experience bringing their vision to life through intentional, impactful content.
Brand Identity
Dr. Emily’s vision was clear: help patients get real answers and lasting results using the most researched chiropractic techniques to improve spinal correction and posture. To bring that to life online, we focused on four content pillars: Helpful, Humor, Heart, and Happenings. Each post is a blend of education, personality, and connection—designed to reflect their expertise while still feeling modern and relatable. The result? A brand presence that’s professional, warm, and true to the heart of Peak Spine and Wellness.
Execution
To bring the vision to life, we created a custom content plan tailored to Peak Spine and Wellness’s goals. We do one large content day each month, with additional visits as needed to capture real-time moments. there, we consistently share three main feed posts per week and Instagram stories daily to keep engagement high and content fresh. We rotate through the four brand pillars—Helpful, Humor, Heart, and Happenings—to keep the audience interested and connected. The ultimate goal? To educate their community and bring more people through the clinic doors—and we’re already seeing that come to life.
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THE RELATIONSHIP
Working with the team at Peak Spine and Wellness has truly been a dream. What started as a professional connection quickly turned into something so much more—they’ve genuinely become like family to me. Since taking on their social media, I’ve even become a patient myself. Experiencing their care firsthand has only deepened my appreciation for what they do and how they do it. They’re not your typical chiropractic clinic—they're certified in Chiropractic Biophysics, which sets them apart in the best way possible. The relationship I’ve built with Dr. Emily and the team is built on trust, collaboration, and clear communication. We’re constantly bouncing ideas off each other, sharing inspiration, and working in sync to make sure their brand voice feels aligned, impactful, and authentic. It’s that kind of creative partnership that makes the work not only fulfilling—but fun.
Content Calendar
When it came to planning out Peak Spine’s social media, consistency and strategy were key. I created a monthly content calendar that aligned with the four brand pillars: Helpful, Humor, Heard, and Happenings. This not only ensured variety but also helped us stay aligned with the clinic’s mission of providing education, support, and real value to their audience. Each piece of content is designed with intention—from myth-busting Mondays to patient transformation Tuesdays, every post plays a role in reinforcing their brand identity. We also leave space for flexibility—because sometimes the best moments are the ones that happen in real time. I typically build the calendar out a month in advance, using real conversations, frequently asked questions, clinic happenings, and team ideas to guide what goes live each day. It’s a collaborative process, and Dr. Emily and I are constantly sharing thoughts and inspiration to keep things fresh and aligned with what’s actually happening in the clinic.
The 4 Pillars
When we first started building Peak Spine’s social presence, we knew we wanted content that felt purposeful, engaging, and aligned with their values. After a few strategy sessions and brainstorming meetings, we landed on four main pillars to guide everything we post:
Helpful – Educational tips, easy-to-follow tricks, and myth-busting that inform and empower.
Humor – Lighthearted, relatable content that showcases the fun side of the clinic.
Heard – Stories and moments that highlight the human connection—real patients, real impact.
Happenings – Real-time updates, events, behind-the-scenes, and anything new going on at the clinic.
These pillars were created to reflect Peak Spine’s mission, voice, and heart—and they help us stay consistent, creative, and connected with the community.
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NEW INSTAGRAM
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Creating Impact: Types of Content I Craft Using Just My Phone
As the social media manager for Peak Spine and Wellness, my role goes far beyond simply posting a few photos. I’m here to build community, boost visibility, and help our brand connect with people in a real and impactful way—and I do it all right from my phone. Whether it’s filming a reel that educates our audience about the benefits of chiropractic care, snapping behind-the-scenes shots of our amazing team, or designing graphics to promote upcoming events, every piece of content is created with purpose. I capture patient testimonials, exercise tips, highlight special promotions, and feature the welcoming environment our clinic offers—all while staying true to our brand identity. I also handle the scheduling, posting, and daily management of our social channels. That means responding to comments and messages, engaging with followers, and making sure our online presence is both consistent and meaningful. It’s not just about looking good—it's about showing up, providing value, and helping potential patients feel confident in choosing Peak Spine and Wellness for their care. With the right strategy (and a little creativity), a phone becomes a powerful tool to build connection, trust, and visibility!
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Bringing It All Together: Collaborating for a Cohesive Brand Look
To build a polished and cohesive brand, I recognized the value of professional expertise. That’s why I partnered with Megan from Dynamic Studios — together, we captured stunning, high-quality photos that truly elevated Peak Spine and Wellness’s social media presence. Our collaboration centered on creating images that embody a clean, consistent, and thoughtfully curated aesthetic. I then thoughtfully integrated these visuals across all platforms to maintain a unified look that resonates deeply with their audience and strengthens brand identity. Behind the scenes, I stay organized by carefully planning content themes, choosing complementary colors and styles, and using a content calendar to ensure a smooth and seamless flow. This partnership has been key in showcasing a professional, polished brand that stands out and leaves a lasting impression.
