Client Engagement
Soothe
Building a clearer wellness story for consumers and employers alike.
Building a clearer wellness story for consumers and employers alike.
Soothe needed to extend its brand beyond in-home appointments to spa and hospitality partners and corporate wellness buyers. Each audience had different priorities, from convenient self-care to flexible staffing and employee experiences. TWG’s strategy connected those distinct needs under a shared wellness promise while creating a more useful foundation for search and content discovery.
TWG developed audience-specific messaging that connected practical service benefits with the reasons people seek wellness. For ongoing visibility, the team structured the Wellness Hub around an entry page, ultimate guides, in-depth “Explained” articles, and related supporting posts.
Program evidence: The first Power of Massage hub was built, with publishing guidance covering topic categories, internal linking, and author attribution. This gave the team a repeatable way to organize and maintain content as the library grew, rather than treating each article as an isolated post.
Capabilities: Brand and Positioning · Content and Visibility · Marketing Systems
