01. SOCIAL MEDIA LAUNCH

The Social Science

The TYG Social Science is our proven 4-Phase Strategy designed to launch your location on social media and build a powerful foundation for your Instagram presence from day one.

This structured approach takes you from Location Drop to Open Day, strategically using social media to gain awareness, build excitement, and establish a strong brand presence before doors open. By teasing what’s coming, engaging the local community, and showcasing The Yard Gym’s elite brand identity, we create anticipation and drive demand. The TYG Social Science immerses your audience in The Yard Gym vision—turning followers into founding members and ensuring every launch delivers impact and momentum from the start.

Your Launch Playbook

Your complete Elite Launch Playbook will be allocated to you by your Franchise Manager and is available via the links below. Please save your correct Playbook link to your notes or favourites on a desktop for easy access.

When viewing your launch plan, click each image to navigate to the folder where your assets live. Press download to save these to your device for posting. Captions can be copied & pasted.

For tutorials on walking you through best practices for content, uploading, tagging, and how to get the most out of your campaign, please check out our how-to videos HERE.

6 WEEKS
8 WEEKS
12 WEEKS
TYG TRAINING

PHASE
EDUCATION & BREAKDOWN

  • Objective: Build recognition, trust, and visibility in your local community and online.
    Focus: Consistent daily action following your launch schedule — activating all marketing channels (social, digital, and local guerrilla).
    Key Actions:

    • Execute your pre-populated schedule to stay on track.

    • Implement printed and digital marketing assets locally.

    • Engage with community partners and local businesses.

    • Post consistently using approved templates and track progress weekly.
      Reminder: Consistency and visibility here lay the foundation for all future sales momentum.

  • Objective: Personalise your storytelling and grow community engagement through authentic, self-made content.
    Focus: Bring your team and journey to life while driving VIP list growth.
    Key Actions:

    • Maintain strong social activity (8 stories daily, 3 grid posts weekly).

    • Share behind-the-scenes, team introductions, and chat-to-camera updates.

    • Promote all pre-open activations (Run Clubs, Site Tours, VIP Nights) 7 days in advance using Mindbody links.

    • Reminder: Show personality and excitement — your audience connects to you, not just the brand.

  • Objective: Create urgency and excitement leading into launch to drive strong conversions.
    Focus: Personalised, high-energy content showcasing key milestones and membership offers.
    Key Actions:

    • Film chat-to-camera videos for all major updates (VIP list, membership drop, open day).

    • Use countdowns, polls, and tagging to amplify reach.

    • Continue behind-the-scenes and activation coverage to sustain hype.

    • Tips: Record in 4K, use natural lighting, and keep content authentic and energetic.

    • Watch the How-to' videos below on how to get a Mindbody booking link to use on your stories.

    • We suggest you post this 3-5 times within the 7 days leading up to the event for maximum exposure.

  • Objective: Convert excitement into attendance and memberships.
    Focus: Maximise visibility of booking and membership links while hyping Open Day.
    Key Actions:

    • Post Open Day booking links every second day and membership links daily.

    • Share directive countdown graphics and personal video reminders.

    • Keep all Mindbody classes and activations scheduled and live.

    • Reminder: Your goal is full Open Day attendance and seamless transition from pre-sale to active membership.

  • Objective: The Hold Phase is a mandatory pause when your launch is delayed before or after your Memberships going Live. It replaces your standard campaign to maintain momentum, consistency, and brand alignment until a new confirmed opening date is set.

    Key Actions:

    • Your Franchise Manage will provide guidance on exact next steps.

    • Post 4 stories per day using Hold Phase content (stills, graphics, videos). No grid posts.

    • Share behind-the-scenes updates (fit-out, equipment, signage, coach onboarding).

    • Respond promptly to DMs and keep your franchise manager updated on any date changes.

    Tips:

    • Record in 4K at 30FPS; and turn off HDR.

    • Use Oslo/Simple filter for standard posts, Mono for black-and-white.

    • You are still required to film chat-to-camera content in well-lit spaces with a clean background or at arm’s length e.g. Coach Introductions, fit-out progress etc.

SOCIAL & CONTENT RESPONSIBILITIES

Franchisee

  • Create your location’s Instagram account two weeks prior to your location drop.

  • Post all HQ-provided content in line with your assigned Playbook schedule:

    • Stories: Minimum of 8 per day.

    • Grid Posts: 3 per week.

    • Reels: As per your playbook.

    Create Chat-to-Camera Videos with genuine, personable messages to engage your community. Scripts are provided within each Playbook to complement major campaign milestones, refer to the Social Pillar for guidance.

    Share Behind-the-Scenes Content showcasing site renovations, progress updates, and key milestones.

    Cover Pre-Open Activation Events, including local pop-ups, preview sessions, Run Clubs, and VIP Nights and

  • Reply to all Instagram and Facebook Direct Messages and engage with comments on feed posts throughout your entire campaign.

    • Distribute all Guerrilla Marketing assets once you have curated your QR code. Full guidance is available here.

    • Cover the costs of printing Guerrilla Marketing signage assets.

HQ Team

  • Set up of your Facebook’s location page. Community management access will be provided to you.

  • HQ is responsible for supplying all creative assets to ensure a strong, consistent brand presence across your pre-launch marketing, including:

    • Creative Story Collateral: Engaging, on-brand Instagram stories throughout the pre-launch period.

    • Grid Content: High-quality posts for your Instagram feed.

    • Personal Assets: Location drop videos and branded graphics.

    • Giveaway Content: Assets and promotional materials to support pre-launch giveaways.

    • Membership Live Assets: All creative and marketing materials to promote memberships going live.

    • Pre-Launch Activation Graphics: Creative content to support your local activations, provided in your Supporting Assets folder.

    EDMs (Email Direct Marketing): Pre-launch email campaigns and communications.

  • Provide templates of Guerrilla Marketing assets designed for high-impact, grassroots outreach. You will be required to create and integrate your own QR code into these materials.

CREATING YOUR INSTAGRAM

You can now begin creating your Instagram account.

Please note that your account must be fully set up including the account creation, Instagram highlights, grid posts, profile name, profile photo, and bio at least 72 hours before you drop your location.

A step by step PDF guide outlining how to complete each of these elements is attached below for your reference.

CLICK HERE

 Social Media FAQs

  • You must upload a minimum of 8 stories per day from Monday to Friday, and at least 5 stories per day on Saturday and Sunday.

    You can add additional content if it has been approved by HQ. This typically applies during the build phase and only if the content is high quality and professional.

    Your total number of stories must not exceed 10 per day.

  • We recommend splitting your posts between the morning and evening - 4 in the AM and 4 in the PM. This helps maximize visibility and engagement.

    That said, if it works better for you, you’re also welcome to post all 8 pieces at once.

  • If you see the word “example” on any image or video, it means you must replace it with your own content.


    Do not upload the example content. It’s just a placeholder to show you what type of content you need to create or upload like:

    • Chat-to-camera clips

    • Your gym/location-specific footage

    • Behind-the-scenes content

    • Or question box responses

  • Extra Weeks are all about keeping momentum. Use our Portal content in the section called The Yard Creative hub. You’ll find all approved assets in the folders, you will have a minimum of 4 stories a day until you're ready to roll back into our campaign timeline. Rotate between hype videos, personal updates, testimonials, professional images and graphic content.  

  • Yes, and we highly recommend it. You’ll find personalised content for your site in a dedicated Google Drive folder.

    This includes location specific call out graphics and your personalised location drop video.

    Feel free to use this additional content throughout your launch, whenever it suits you best.

  • Absolutely, we highly recommend tagging your team, space, and local community to add authenticity and increase your engagement and reach.

    Make sure to tag @theyard_gym and your location handle in all posts so we can support with resharing. 

  • During your launch campaign, you cannot create or post your own content unless it’s TYG-approved.

    The only exceptions are:

    • Behind-the-scenes (BTS) content (filming site walk-throughs and staff introduction content)

    • Chat-to-camera pieces (hyping milestone dates and staff introductions)

  • Everything you need is in the Google Drive under “Launch, Activation.” This includes branded story templates, launch graphics and rollout guidelines. You can add this to your story content as you need. 

  • Absolutely. However, all content must align with our Onboarding Social Media Booklet guidelines to ensure it stays on brand.

    Examples of BTS content include: Site build progress, Run Club highlights, tours of your space, equipment & chat to cameras. 

  • As part of your launch, you are required to film five chat to camera videos based on our Chat to Camera PDF.

    We’ve created scripts and included examples to guide you with angles and exactly how to deliver each piece to camera.

  • Your unique VIP link on the Yard Gym's website under "Locations" and your specific location.

  • Always tag your personal handle.

    Tag any team members or clients featured in the content to increase engagement and reach.

    If you are uploading behind the scenes content please tag @theyard_gym in any site related content or walk throughs of the space. 

  • In the master social media spreadsheet where it shares your grid content and grit caption to follow. 

  • Directly contact your Franchise Manager or email socials@theyardgym.com.au

  • Please immediately lodge an appeal through Instagram.

    While the appeal is being processed, please create a second (backup) Instagram account. This ensures we have an active account ready to use if the original one isn’t recovered.

    The backup handle should follow this format: @theyardgym__yourlocation (double underscore after theyardgym).

    If Instagram is unable to restore your original account, this backup account will become the primary focus moving forward.

    There are several possible reasons an account may be disabled.

    When creating your second account, please ensure you:

    • Set it up on a different phone.

    • Use a different Wi-Fi connection or mobile data.

    • Use a new email (not previously linked to a disabled account).

    • Do not log in from multiple devices or locations too quickly.

    • Do not use a device that’s already connected to multiple Business/Creator accounts.

    • Do not connect any unauthorized third-party scheduling or analytics tools e.g. post scheduling apps.