Harambee Care — Instagram Audit & Conversion Strategy
Pro bono strategy engagement via Catchafire · Strategy · Analytics
The client
Harambee Care is a Detroit-based organization focused on emotional wellness, stress liberation, and culturally grounded care.
The challenge
Harambee Care had built a strong Instagram presence — consistent tone, high-quality educational content, clear mission alignment. But the account was functioning as an awareness platform, not a client acquisition channel. Engagement sat at roughly 0.91%, and there was no structured path from post to booking.
The insight
The account didn’t have a branding problem — it had a conversion and structural optimization gap. The brand was an asset to build on, not something to change. The opportunity was converting existing attention into action.
What I delivered
- A full conversion funnel analysis mapping the gap between content and booking, and the structure to close it (post → hook + value → CTA → optimized link-in-bio → conversion)
- A content-to-offer mapping system connecting each content type to a specific service — stress tips to 1:1 sessions, burnout content to workshops, workplace content to organizational consulting
- A CTA overhaul shifting language from reflective (“take a moment to reflect”) to action-oriented (“book a session to work through this”)
- A Reels and save-optimization strategy to improve reach and discoverability
- B2B positioning recommendations identifying workplace wellness consulting as the highest-value revenue opportunity
Projected outcome
Implementation targets engagement growth from 0.91% to 3–5%, consistent inbound inquiries, and a repeatable weekly content structure within 60–90 days.
Next case study: The Company Real Estate — organic listing reel →
Interested in working together? Get in touch.