Written by: Kaitlyn Philpott

I recently had the opportunity to participate in the Real World Business Challenge (RWBC) through the University of New Hampshire’s Marketing and Advertising Club / AMA Chapter. The RWBC is designed to bridge the gap between classroom learning and real client work by pairing student teams with local businesses to tackle real marketing challenges. Over the course of five weeks, our team partnered with FLOTE, a floatation therapy and wellness center with locations in Portsmouth and Hampton, New Hampshire. Serving as the Team Lead, I had the chance to guide our group through the process of strategy development, creative execution, and client collaboration. This was an experience that challenged us to think like marketers while delivering tangible value for a local business.

At the beginning of the challenge, teams were presented with several potential project packages designed to meet different business needs. FLOTE initially selected the Customizable Strategy Package, which allowed clients to tailor the project to their most pressing marketing goals. This package began with an initial consultation to identify the company’s objectives, target audience, and current marketing challenges. From there, businesses could select two specific areas of focus.

FLOTE’s original selections were Email Marketing Campaigns and Content Creation & Strategy. The plan was to design email newsletters, drip campaigns, and automated communications while also building a structured content strategy that included social media templates and a content calendar. However, after early discussions with the FLOTE team during the first week, it became clear that their immediate needs were better aligned with strengthening their social media presence. Because the shift happened early in the project timeline, our team was able to pivot smoothly and transition to the Social Media Package instead.

While unexpected changes can sometimes create challenges in group projects, especially those occurring within a short time period, this pivot ultimately allowed us to approach the project with a fresh perspective. As a team, we regrouped quickly and refocused our efforts on delivering a comprehensive set of social media tools that FLOTE could use to improve engagement, educate audiences, and strengthen brand visibility.

Our first step was conducting a detailed social media audit to understand FLOTE’s existing presence. We analyzed their activity across Instagram, TikTok, and Facebook to evaluate performance trends, messaging consistency, and audience engagement. Through this research, we discovered that FLOTE had already built a relatively strong social media following, particularly on Instagram. However, the brand’s content strategy lacked consistency and clear messaging.

One of the most important insights from our audit was that FLOTE’s content leaned heavily toward promotional posts, such as pricing or service advertisements. While these posts can be effective in driving short-term sales, they often do little to educate new audiences about what float therapy actually is and why it can be beneficial. Because float therapy is still unfamiliar to many people, this gap represented a major opportunity for FLOTE to strengthen their storytelling and educational content.

Our research also revealed several other important opportunities. Posting had become inconsistent due to staffing changes, and the brand lacked a clear value proposition in its social media bios. Additionally, the visual identity across posts did not always follow a consistent style or messaging tone.

Based on these insights, we established several strategic goals for the project. First, we wanted to help FLOTE create a more consistent posting structure that would keep their brand visible and active online. Second, we aimed to shift the content strategy toward more educational and value-driven messaging that explained the benefits of float therapy for stress relief, recovery, and mental wellness. Finally, we wanted to help the brand build trust and relatability by highlighting real experiences and testimonials.

Once our research phase was complete, we moved into developing the strategic foundation for the project. During the second week, our team created a social media brand kit that established guidelines for visual design and tone of voice. This helped ensure that future posts would feel cohesive and recognizable across platforms. We also defined key audience segments, including wellness-focused consumers, athletes seeking recovery solutions, and individuals managing stress or chronic pain.

As Team Lead, my role during this stage was to coordinate tasks of each team member and ensure that our ideas remained aligned with the client’s goals. Because we were working within a short five-week timeline, clear communication and task organization were essential to keeping the project moving forward.

With our strategy in place, we transitioned into the creative phase of the project. Over the next two weeks, our team developed a variety of social media assets designed to educate, engage, and inspire potential customers. Our goal was to balance promotional messaging with informative content that explained the science and wellness benefits behind float therapy.

In total, we produced fifteen photo-based social media posts and two short-form videos that FLOTE could begin using immediately. These posts covered a range of themes, including wellness education, service explanations, seasonal promotions, and testimonials.

For example, we created educational carousel posts discussing topics such as nervous system regulation, migraine relief, and chronic pain management. These posts were designed to help audiences understand how float therapy can support both physical and mental well-being. By framing content around real wellness challenges that people experience in their daily lives, we aimed to make the benefits of floating more relatable and accessible.

We also designed seasonal promotional posts for occasions such as Mother’s Day, Father’s Day, and Teacher Appreciation Week. These ready-to-use posts give FLOTE opportunities to connect with their audience during key marketing moments throughout the year.

In addition to static and carousel content, we created two short-form videos that highlight the human side of the FLOTE experience. One video serves as an invitation to try floating, introducing viewers to the environment and atmosphere of the center. The second video features a testimonial focused on chronic pain relief, helping build trust through a real customer experience.

Beyond creating content, one of our most important goals was to build a system that FLOTE could continue using long after the challenge ended. To support this, we developed a fully structured three-month content calendar that outlines suggested posting schedules, themes, and ideas for three to four posts per week. This calendar provides a repeatable framework that helps simplify content planning and maintain consistent engagement.

We also created several customizable social media templates that FLOTE can reuse for recurring posts. These templates maintain a consistent visual identity while allowing the team to easily update text and imagery for different topics.

In addition to these deliverables, our team provided several strategic recommendations to support FLOTE’s future social media growth. One suggestion was to implement a scheduling platform such as Buffer or Meta Business Suite so that posts can be planned and scheduled in advance. We also encouraged the team to prioritize authentic client imagery and testimonials rather than relying on stock visuals, as this approach can create stronger emotional connections with audiences.

Another key recommendation was to continue focusing on educational storytelling. Because float therapy is still unfamiliar to many people, content that explains the science, benefits, and real-life outcomes of floating can play an important role in converting curiosity into bookings.

As the project came to a close, we compiled all of our work—including the audit, strategy materials, content calendar, templates, and social media assets—into a comprehensive final deliverable for the FLOTE team. We also had the opportunity to present our project during MAC SMAC, where RWBC teams showcase their work and reflect on their experience collaborating with local businesses.

The experience concluded on March 6th at MAC SMAC, where all RWBC teams presented their projects to a panel of judges alongside the other teams participating in the challenge. During the conference, we also had the opportunity to present our work in person to FLOTE’s owner, sharing the strategy, creative assets, and recommendations we developed throughout the five-week project.

The day ended on an incredibly exciting note for our team. We were honored to win the Real World Business Challenge. Receiving that recognition from the judges was an amazing moment and a testament to the effort, collaboration, and creativity our team put into the project.

The Real World Business Challenge was one of the most valuable hands-on experiences I’ve had during my time at UNH. Leading a team through a real client project required not only marketing knowledge but also adaptability, organization, and strong communication.

The early pivot in our project was a great example of how marketing priorities can shift in real-world environments. It challenged our team to stay flexible while continuing to focus on delivering meaningful results for our client.

Most importantly, this experience reinforced the idea that effective marketing is built on thoughtful strategy, strong storytelling, and a deep understanding of audience needs.

I’m incredibly grateful to FLOTE for trusting our team with their project and for being open to our ideas and recommendations. Opportunities like the Real World Business Challenge allow students to apply what we learn in the classroom while creating work that can make a real impact for local businesses.

For our team, the challenge was more than just a five-week assignment; it was an opportunity to grow as marketers, collaborate in a professional environment, and contribute meaningful work that will continue supporting FLOTE’s brand long after the end of the competition.