Foxx & Filly

Natalie,

Thanks for taking the time to chat this week. It's clear how much thought you and Jaki have put into building Foxx & Filly into what it is today. You've picked up five staging awards, two of them international, and built a referral relationship with more than eighty agents who keep sending you work. That's the kind of track record most businesses spend decades trying to build.

What surprised me, once I'd had a proper look at your online presence afterwards, is how little of that reputation comes through. Your Facebook page sits at 691 likes, which doesn't match the business you described to me on the call. You've already got the material to fix that, starting with the story of how you and Jaki got into this through house-flipping.

Below, I've put together two ways of doing exactly that, with the investment for each at the end.

Goal

To build Foxx & Filly into a name recognised nationwide, the natural choice for vendors staging a sale and for anyone looking to franchise.

Objectives

• Grow Facebook and Instagram following and engagement to reflect Foxx & Filly's reputation.
• Increase the number of staging enquiries that come through social media.
• Build national brand recognition ahead of new franchise territories opening.
• Protect the visual consistency and styling Foxx & Filly is known for, across every post and, eventually, every region.
• Reduce the time you and the team need to spend on content, without losing quality or control.

Tactics

• A monthly content calendar built around a fixed posting schedule across Facebook and Instagram.
• Regular on-site content visits at staged properties and show events, so every piece of content comes from real, fresh material.
• A content mix weighted toward Reels and Stories, with the exact split adjusted monthly based on what the analytics show is working.
• A recurring "real story" series drawing on the founder story, before and after transformations, and the agent and client testimonials already sitting on the website.
• Ongoing hashtag strategy and growth strategy, built for real, relevant followers rather than empty numbers.
• Trend analysis and competitor analysis, so content stays current and Foxx & Filly's positioning stays sharp against every other stager in the market.
• Consistent visual styling across every piece of content, using the same design sensibility Foxx & Filly applies to every staged home.
• Monthly reporting on reach and engagement, in plain language, so progress is easy to see.

Content & Social Presence

Not every piece of content does the same job. Reels are how people who've never heard of Foxx & Filly find you, built for reach rather than talking to people who already follow along. Stories do the opposite, keeping you visible in the day-to-day of the eighty-plus agents and past clients who already know you, without asking much of their attention. Feed posts carry the proof once someone's already interested, the before-and-afters, the agent quotes, the kind of content that helps someone decide.

Which of those matters most shifts from month to month, depending on where the business needs the push. Rather than locking in a fixed split from day one, we build the plan around whatever the analytics say is working that month, and adjust from there.

The Process

Here's what we'll need from you, and what we'll handle ourselves, both as we get started and as we plan each month's content.

Getting started

• A short questionnaire covering your brand voice, visual preferences, and the stories you most want told.
• An onboarding call to walk through the posting schedule, visit cadence, and content themes.
• A style conversation using your existing photography and staging work, so every post looks like it belongs to Foxx & Filly.

Each month

1. Content planning against the calendar
2. On-site content capture during scheduled visits, plus the app's before-and-after library and show circuit photos
3. Copywriting in the Foxx & Filly voice
4. Design and scheduling across Facebook and Instagram
5. Posting and light community management
6. Hashtag, trend and competitor review, and monthly reporting

First month

We share the first content calendar for review before anything goes live, with a simple way to flag changes. After that, it runs monthly with a standing check-in.

Deliverables

Why Melia Marketing

• Over 90 five-star reviews from New Zealand and Australian businesses.
• More than 10 years running content and marketing for small and medium businesses, from trades and retail through to property and services.
• A team that's built content systems for brands at exactly this stage: strong reputation, ready to grow, and needing the online presence to catch up.

FAQs

Investment

Next Steps

If any of this feels right, the easiest next step is a short call to confirm which package fits and get the first content calendar underway. Reply to this proposal, or give me a call, and we'll get moving.