Working with clients on content/marketing is a deeply personal experience. At Content Queen, we believe that a strong content strategy should reflect both the personality of the brand and the pain points of their ideal audience, with a clear pathway to visibility and lead generation.

When Nathan and Julie approached us, they were ready to open a community-first wellness and recovery space to the Shellharbour community.

With not even a logo, let alone a social media but a strong mission to create an inclusive space… we worked with them over a 7 month period to help them launch the brand and marketing. What started as a blank slate quickly turned into a content engine that not only built visibility and but created hype for the business.

**RECOVERY BASE**
**SHELLHARBOUR:**

**Recovery for Everybody. A community-first sanctuary where you can reset your body, calm your mind, and reconnect with yourself.**

What is the business and what do they do?

Recovery Base is a modern, inclusive wellness and recovery space designed for everybody - from elite athletes to parents, weekend warriors and those seeking rest, restoration and holistic wellbeing.

Their offerings include:

Infrared saunas
Ice baths
Compression therapy
Movement + recovery modalities
A curated, calm and premium environment

Their brand values centre on inclusivity, accessibility and community - wellness for every body at every level.

When did they engage in Content Queen Mariah’s Services?

Recovery Base engaged Content Queen in 2025 as they were getting ready to build the space from scratch.
They needed:

Full branding
A complete launch marketing strategy
A strong pre-launch hype campaign
Waitlist building
Content creation support
SEO + long-term organic content foundations
A content shoot and asset creation
Social media setup and growth
Email nurturing and community activation

The goal was simple:
Build a community before the doors even opened - and launch with momentum, excitement and visibility.

What challenges were they facing?

When we began working together, Recovery Base had:

No existing brand identity
No social media presence
No content systems or marketing plan
A space still under construction
Founders who were excited with loads of business experience - but not naturally content creators
A big vision, but no structure for bringing the launch to life
A need to attract a wide audience (athletes → parents → casual wellness users)

Their success depended on getting the community invested before opening day.
We needed a strategy that created anticipation, involvement and connection - without overwhelming the founders.

Beginning strategy – now:

We built a customised, community-led content and launch strategy to:

Develop a premium, inclusive brand identity
Build an engaged waitlist
Create hype and anticipation in the months leading up to launch
Document the journey publicly (“build in public” framework)
Keep marketing simple and achievable for the founders
Position the brand as the new recovery hub in the region
Create long-term content foundations (SEO, storytelling, UGC, evergreen)
Capture high-quality content through a dedicated shoot + content day

Core channels: Instagram, email marketing, TikTok and search.

The launch + hype energy

Here’s how we created momentum before launch:

1. Start early: build in public

Before the space was open, we documented the build.
We involved the community in decisions (paint colours, features, sneak peaks) and created anticipation through storytelling.

2. Keep content simple and achievable

The founders filmed raw behind-the-scenes snippets.
We created scripts, prompts and frameworks that let their voices shine authentically.
No overcomplication. No overwhelm.

3. Nurture the waitlist weekly

Every week, subscribers received updates, BTS progress, exclusive previews and invitations to share with their network.

This kept excitement high and momentum consistent.

4. A massive community-led content day

One week before opening, we hosted a full community content shoot inside the space.

This resulted in:

50+ video testimonials
Google reviews
User-generated content
Photos and videos across a diverse demographic
Early ambassadors sharing their experience online

It showcased the heart and inclusivity of the brand from day one.

5. Plan for long-term visibility

We didn’t just plan for launch week - we planned for after launch.

We created:

A huge bank of content (thousands of photos + hours of video)
SEO blogs for each modality
Evergreen content for months
UGC systems and ongoing reposting strategy
A brand foundation that will scale with the business

Recovery Base launched with momentum… and kept it.

What we did (our role)

Content Queen’s ongoing role included:

Full branding + brand identity
Social media setup and strategy
Full launch and hype campaign build
Waitlist nurturing strategy + weekly emails
Content planning + content creation
Scripts, prompts and founder voice development
Multiple content shoots + editing
SEO blog creation for long-term organic traffic
Marketing systems to support the launch
Messaging development & positioning
Ongoing post-launch content support

Key Wins and Developments for Recovery Base

70+ people joined the waitlist before opening
50+ video testimonials collected in one day
500+ Instagram followers before officially launching (currently growing beyond 1,000)
Continuous stream of user-generated content
Search visibility from SEO blogs
Media coverage on the Launch Party event
Community hype that continued well beyond launch day
A massive content bank allowing consistent posting for months
A strong brand identity that instantly positioned them as premium, inclusive and modern

What Recovery Base has been able to do

With a solid foundation, Recovery Base has been able to:

Launch with confidence and momentum
Remain consistently visible across social platforms
Have the space to nurture bring in new clients (reached over 100 members in the first 2 months)
Focus on serving customers while content runs in the background
Create and host a launch party
Sponsor community events
Build community trust from day one
Generate ongoing UGC and testimonials effortlessly
Maintain excitement post-launch through long-term content
Establish strong brand recognition quickly
Create a scalable marketing system for future offerings, events and growth

Words from the client:

"Mariah has been absolutely amazing to help is kickstart our new business. Without Mariah and Mitch, we would be lost. Highly recommend them to anyone needing help with content marketing."

From no brand to the first 100 members