MM markMike Mansmann
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MM.Directive client work

Care-Aligned

A digital presence buildout for a myofascial release practice, uniform across every channel, from voice and writing to the what and the why.

Role
  • Brand Strategy
  • Copywriting
  • SEO Audit
  • Print Collateral
  • Retention Strategy
Engagement
Service-for-service barter. In progress.
Client
Care-Aligned Myofascial Release, Pisgah Forest, NC
The client
A myofascial release practice that previously served Highlands, Cashiers, Sapphire and Franklin, NC, plus Clayton, GA, and recently moved to Pisgah Forest, NC. It started with a thin online presence and one core problem: people assumed MFR was just another massage.
The ask
Grow the customer base in a new region with a digital footprint that is uniform across every channel, and narrow down the client benefits and the differences between MFR and other massage techniques.
Client goals
  • Build a complete digital presence from a near-zero baseline
  • Set MFR apart from massage and generic wellness at every touchpoint
  • Get found in local search and AI-driven search
The challenge
Learning what actually separates MFR from other massage modalities. I read through every one of her 5-star reviews to find the benefits her clients experienced, and built a word map from them.

The headline

Body Work Aligned for You

From the client-approved rack card.

Care-Aligned rack card front: Move better. Feel better. Play longer. A creek in the forest and a QR code.
Rack card, client approved. River photo: Mike Mansmann

Palette evaluation

Care-Aligned palette test: Sage and berry.
Sage and berry
Care-Aligned palette test: Gold and plum.
Gold and plum
Care-Aligned palette test: Olive and cream.
Olive and cream
Care-Aligned palette test: Peach and white.
Peach and white
Care-Aligned palette test: Lavender and violet.
Lavender and violet
Care-Aligned palette test: Espresso and blush.
Espresso and blush
What we did
  • Audited the website’s SEO and found a truncated title tag, a blank meta description, weak local keywords and no Google Business Profile
  • Designed rack cards, approved by the client, with a QR code that carries the educational load
  • Built a digital profile on DotCard and Linktree
  • Drafted an educational article on MFR, built on published research and structured for both readers and AI search
  • Evaluated brand color palettes
  • Proposed retention offers to grow repeat business: punch cards, 3-visit packs and a referral program
How we did it
The work was staged and process-driven. A print collateral audit set the website priorities, so no asset was judged in isolation. Research was verified before writing. Clinical terms like “fascia” stayed in long-form education, where they help, and out of headlines, where they lose people.
Constraints
  • Service-for-service barter, with no production budget
  • Built inside the client’s existing Squarespace site and accounts
  • Pacing depends on client availability
Status
Paused before the print order and the remaining assets. Results to follow.