Fasten – HVAC SaaS Case Study
Role: Marketing Strategist (Case Study / Proposal Work)
Timeframe: August 2025
Skills Leveraged: User Insight Development, Media Strategy, Paid + Organic Channel Planning, CAC Modeling
Key Results:
Designed strategy to acquire trade contractors at a target $150 CAC aligned with 3× LTV payback.
Built dual-content engine: owner-focused YouTube/podcast formats + bookkeeper-focused explainer assets.
Modeled campaign budgets ($3.1K–$4.3K/month) with itemized spends across ads, podcast placements, and BNIgroups.
Created validation loop to test & iterate content rapidly before scaling into higher-cost formats.
I was asked to develop a complete go-to-market social media strategy for Fasten, a startup in the accounting software space that targeted trade contractors and bookkeepers. The project centered on reducing customer acquisition cost (CAC) by tying content decisions directly to user pain points and validating creative through rapid short-form testing.
I mapped out their entire content mix — podcasts, YouTube, TikTok, LinkedIn, and BNI groups — with channel-specific formats designed to build trust and scale reach efficiently. To ground the plan, I built a financial model aligning ad spend with target CAC and LTV payback, plus a detailed content calendar to guide execution.
The final proposal delivered a structured, measurable roadmap for growth that balanced creativity, cost discipline, and speed of iteration. To read it, please click below.