Building Tiger Schulmann’s Hoboken Online Presence Case Study
Tiger Schulmann’s Hoboken is a respected martial arts academy with deep roots in the community—but their social presence didn’t reflect the energy, culture, or expertise inside their walls. As Creative Director and Producer, I led a full-scale content transformation focused on increasing reach, driving engagement, and turning their in-person authority into online momentum. My team and I developed a platform-specific strategy, produced dynamic visuals, and built a consistent storytelling engine that helped grow their Instagram following by over 669% in under 90 days.
🔍 Discovery & Brand Assessment
Before cameras rolled, I sat down with the leadership team to fully understand their goals, pain points, and competitive landscape. They weren’t looking for just content—they needed clarity and consistency. Through conversation and research, we uncovered the key challenge: great training, underrepresented online.
From there, we identified their three core objectives:
- Grow their online community
- Increase engagement across platforms
- Attract new students through brand-aligned storytelling
🎯 Strategic Content Development
I built a social content roadmap around what actually connects with prospective students and parents. We combined:
- Educational reels (technique tips, how-to drills)
- Student progress and transformation stories
- Instructor profiles to highlight expertise
- Candid behind-the-scenes footage of the school in motion
- Promotional spots for classes and events
Every video was crafted with a specific purpose—whether to build trust, drive interaction, or nudge viewers toward enrollment.
🎬 Production & Direction
As Producer and Director, I led all on-site shoots with a focus on storytelling, motion, and authenticity. My team handled filming, editing, and delivery across formats for Instagram, TikTok, and Facebook.
Each shoot was designed to:
- Capture real energy, not staged action
- Reflect the values of discipline, growth, and community
- Equip the client with evergreen and seasonal content
📊 Performance & Results
The transformation wasn’t just visual—it was measurable. In less than 90 days:
- Instagram followers grew from 1,300 → 10,000+
- Engagement skyrocketed across all content types
- Parents, prospects, and local community members began interacting consistently—commenting, DMing, and showing up
