Case Study
La Jolla
La Jolla
Kayak
A family operation on the water since 1994 — finally with a content system to match.
30+
Years on the water
40+
Content ideas delivered
5
Strategic pillars
1
System to run them all
The Brief
Great experience.
No system to share it.
La Jolla Kayak has been on the water since 1994 — a family-run operation that knows their caves, their routes, and their customers better than anyone in La Jolla. What they didn't have was a way to turn that expertise into consistent, on-brand content. Every post started from scratch. The brand felt different depending on who made it. And competitors were filling the gap.
The brief was to build two things: a strategic content playbook that told them exactly what to say, who to say it to, and where their biggest competitive gap was — and a content template system that made creating beautiful, on-brand content as fast as possible. No design skills required. No guessing what to post.
What We Built
01
Find the gap.
Own the conversation.
Before writing a single piece of content, we audited every major competitor in the La Jolla water sports and tourism space. We mapped what they were posting, what their audiences responded to, and — most importantly — what they were leaving completely unaddressed. That gap became the strategy.
La Jolla Kayak doesn't need to out-shout the competition. They need to be the most useful, most trusted, most local voice in a specific conversation. We found that conversation and built the playbook around it.
Content Roadmap
Playbook
40+ content ideas across 5 strategic pillars
Market Intelligence
Competitor Gap Analysis
Where the market left space for La Jolla Kayak to own
Ready to Post
Template Dashboard
Ready-to-use branded templates for every content type
Know Your Guest
Customer Profile
Detailed customer profile to guide every creative decision
02
Five pillars.
Unlimited content.
The content playbook organizes everything around five strategic pillars — each one designed to serve a different moment in the customer journey. From awareness content that reaches people who don't know kayaking exists in La Jolla, to decision content that closes the gap between "thinking about it" and "booked."
Every content idea in the library maps back to a pillar, a customer type, and a platform. Nothing is random.
Pillar 01
Local Authority
30 years of La Jolla knowledge nobody else has. These posts make them the only local expert.
Pillar 02
The Experience
Sell the feeling before the booking. Make the cove real before they arrive.
Pillar 03
Social Proof
Stories, reviews, and real moments from real people on the water.
Pillar 04
Education
Useful guides, tips, and information that build trust before the sale.
Pillar 05
Behind the Cove
Family-run realness. The team, the seasons, the ocean life that keeps them out there.
Brand Palette
Deep Water
#0F3566
La Jolla Blue
#1A6EA8
Kelp Forest
#3E9BC0
Coastal Sand
#F5F0E0
03
Templates that make
creation effortless.
The content template system lives on a Netlify dashboard — a branded, ready-to-use library of templates for every content format La Jolla Kayak posts. Field guides. From-the-water reels. Cover frames. Each template is pre-built with their brand colors, fonts, and layouts.
Open it, add your photo, done. The marketing director can create a week of content in the time it used to take to make one post. And it always looks like the brand.
The Deliverable
A content system that runs
without starting from scratch.
01
The Playbook
40+ content ideas across 5 strategic pillars, organized by customer journey stage.
02
The Templates
Branded, ready-to-use content templates for every format — open, add photo, post.
03
The Gap
A full competitor analysis identifying exactly where La Jolla Kayak could own the conversation.
Content Template Dashboard
Content Templates in Action
"The gap in their market wasn't visibility. It was strategy. Every competitor was posting the same sunset kayak photos. La Jolla Kayak had 30 years of local knowledge nobody else could claim — we built the system to say it."Tay Design Co Content Strategy, La Jolla Kayak
Need a system,
not just a strategy?
A playbook without execution tools is just a document. We build both — so your team can actually use it.