💼 BOSS BETI AGENCY: STRATEGIC MARKETING GUIDE
For: South Asian Gen Z women launching a purpose-driven brand
Project Code: “BetiBuilds”
🔖 PROJECT CONTEXT
✅ Product/Business Name:
“SoulScript” — A Digital Journal + Mindset Toolkit
A downloadable journaling system with 50+ culturally-rooted prompts, affirmations in Hindi/Urdu/Tamil/Bengali, and audio reflections created for South Asian Gen Z women navigating self-worth, burnout, and identity.
🎯 Target Audience:
- South Asian Gen Z women (18–29)
- Diaspora-based (US, UK, Canada, Aus, NZ)
- Emotionally intelligent, multi-passionate, dealing with burnout, identity crisis, or transition (e.g. leaving uni, first job, breakup, immigrant pressure)
- Into journaling, Notion, Pinterest, healing aesthetics, and brown girl community
📈 Campaign Goals:
| Metric | Target |
|---|---|
| 💸 Sales | 500 digital downloads in 60 days |
| 📧 Leads | Grow email list from 250 → 1,000 |
| 🧠 Awareness | 3 reels hit 10K+ reach, 5K site visits |
| 👯♀️ Community | Get 75 UGC/story shares using #MySoulScript |
💰 Budget & Constraints
- Budget: $200 total
- Tools: Canva Pro, ConvertKit, Gumroad, Meta Ads ($50 max spend)
- Team: Solo founder + Boss Beti’s strategic support
- Design/Video: Limited — 1 designer helping 3 hrs/week
- Deadline: Product launch in Week 4
- Major Constraint: Audience is overwhelmed, skeptical, and emotionally burnt out. No hard-selling.
🔶 STRATEGIC MARKETING TASKS & DELIVERABLES
1. 🎯 CAMPAIGN STRATEGY
🧱 Campaign Name:
“The SoulScript Season”
Subtagline: “Healing doesn’t have to be loud — sometimes it’s just showing up to the page.”
✨ Core Message:
Your identity and emotions are valid. This space — and this toolkit — was made to hold you, not fix you.
💥 Emotional Trigger:
South Asian Gen Z women often feel like they need to explain, perform, or justify their burnout. This toolkit is an invitation to be — without judgment, shame, or filters.
🔁 Funnel Flow:
- Emotional Reels →
- Free “5-Day Soul Reset” via email →
- Pitch SoulScript Toolkit →
- Follow-up nurture sequence with bonus page, community CTA
2. 📄 LANDING PAGE COPY
🎯 Headline:
“A journaling toolkit made for South Asian girls who are tired of surviving in silence.”
✍️ Sections:
1. Emotional Opening
You’ve always been the strong one, the eldest daughter, the one who “has it all together.”
But when was the last time you felt held?
2. What It Is
SoulScript isn’t just a digital planner.
It’s 50+ reflective prompts, Desi-language affirmations, audio sessions, and a safe space made for the in-between moments.
3. What You’ll Get
✅ Journaling template (Notion + PDF)
✅ 5-day reset routine
✅ Culturally rooted affirmations
✅ Audio guides in your inbox
✅ Community stories
4. Who It’s For
- The eldest daughter doing everything for everyone
- The girl who translates at doctor’s offices and hides her breakdowns
- The one starting over and wants to do it intentionally
5. CTA (soft but clear)
✨ Start your SoulScript Season now
Get the toolkit for $19 — no pressure, no noise, just reflection.
3. 📢 AD COPY (PAID + ORGANIC)
🎯 Carousel Ad (Instagram Meta)
Slide 1: “You don’t need another to-do list. You need space to feel.”
Slide 2: “Meet SoulScript: a digital toolkit for brown girls who’ve been holding it in too long.”
Slide 3: “Created by us, for us. 50+ prompts, Desi affirmations, and more.”
Slide 4: Tap to download your healing space. 🌸
🎥 Reel Scripts (Organic)
Hook:
“Things I didn’t learn in therapy… but found through Desi journaling.”
Middle:
- Meant for the girl who cries during Bollywood songs but hides it in real life
- The one healing from academic trauma and unspoken expectations
CTA:
Start your SoulScript season. Link in bio.
4. 📚 CONTENT STRATEGY (BY WEEK)
| Week | Format | Topic / Hook | CTA |
|---|---|---|---|
| 1 | Reel + Carousel | “Signs You’re Burnt Out as a South Asian Girl” | Lead magnet: Free 5-day reset |
| 2 | Pinterest Pin Set | Healing Journal Ideas for Brown Girls | Email opt-in |
| 3 | IG Story Poll + Countdown | “Do you journal when you’re overwhelmed?” | Build launch anticipation |
| 4 | Launch Reels + Live | “Behind SoulScript” + audio demo | Download now |
| 5 | UGC reposts | “My SoulScript page today 💌” | #MySoulScript |
| 6 | Guest Feature or Collab | Interview another Desi creator on healing | Expand audience reach |
| 7 | Blog Post | “Why Cultural Context Matters in Healing Tools” | SEO + traffic boost |
| 8 | Soft Close CTA | “What if this season was about you?” | Last call for bonus content |
5. 🎤 BRAND MESSAGING
| Category | Voice & Style |
|---|---|
| Tone | Gentle, poetic, emotionally validating |
| Language | Culturally rooted (words like jaan, rooh, beti, inner mehfil) |
| Affirmation Style | “You are not behind. You are becoming.” |
| CTA Style | Soft pull, never push — “If this speaks to you, it’s yours.” |
🗓️ TIMELINE: 8-WEEK EXECUTION PLAN
| Week | Milestone |
|---|---|
| 1 | Audience teaser campaign begins (polls, countdowns) |
| 2 | Freebie launch (email capture) |
| 3 | Email nurture & audience Q&A |
| 4 | ✨ Product launch week |
| 5 | Collect testimonials + launch UGC push |
| 6 | Amplify with Pinterest + IG collabs |
| 7 | Publish SEO blog + optimize landing page |
| 8 | Final CTA push + post-launch reflection email |
📏 METRICS TO TRACK
| Metric | KPI |
|---|---|
| Email signups | 750+ from lead magnet |
| Product downloads | 500 toolkit purchases |
| UGC / hashtag posts | 75+ shares |
| IG engagement | Avg reach per reel: 10K |
| Sales conversion rate | 3–5% from email + landing page |