Project: A Month of Content + a Welcome Email Series
Put it all together: plan one month of content and write a 3-email welcome series for a real local business.
What you will learn
- Build a complete one-month content calendar from pillars
- Design a lead magnet and signup form
- Write a full 3-email welcome series with subject lines and CTAs
What you will build
This is your capstone. You will act as the marketer for one small business and produce a real, usable plan: a strategy, a one-month content calendar, a lead magnet, and a 3-email welcome series. Everything you learned now comes together in one document.
We will follow an example business — “FreshBite”, a healthy tiffin service in Lucknow — so you can see each step. You will do the same steps for your own chosen business.
Step 1 — Strategy in three lines
Start the way Lesson 2 taught: audience, goal, pillars.
Business: FreshBite (healthy tiffin service, Lucknow)
Audience: Busy working professionals, 25-40, who want
healthy home-style food but have no time to cook.
Goal: Collect 150 new email signups in one month.
Pillars: 1) Quick health tips 2) Behind the kitchen
3) Customer stories 4) Weekly menu & offersNote: This short block guides every later choice. Four clear pillars give you plenty to post about without ever running out of ideas or drifting off-topic.
Step 2 — A one-month content calendar
Now plan four weeks. Aim for about 3 posts a week, balanced across pillars, following the 80/20 rule (mostly value, some selling). Here is the first half of FreshBite’s month:
| Week | Day | Pillar | Format | Title / idea | Channel |
|---|---|---|---|---|---|
| 1 | Mon | Health tips | Reel | “3 swaps to make lunch healthier” | |
| 1 | Wed | Behind kitchen | Photo | “How we keep food fresh till noon” | |
| 1 | Fri | Menu & offers | Post + email | “Next week’s menu + ₹100 off first box” | Instagram + Email |
| 2 | Mon | Customer stories | Video | “Why Riya switched to FreshBite” | |
| 2 | Wed | Health tips | Blog | “Is your office lunch making you tired?” | Blog |
| 2 | Fri | Menu & offers | Post | “Festive special thali this weekend” |
Notice the balance: most rows give value (tips, stories, behind the scenes) and only some sell. You will complete Weeks 3 and 4 yourself, keeping the same balance.
Step 3 — Lead magnet + signup form
To hit the goal of 150 signups, you need a reason for people to join. Design a lead magnet (Lesson 8) and the form that captures the email.
Lead magnet: "5 Quick & Healthy Lunchbox Ideas" (free PDF)
Signup form:
Get 5 quick, healthy lunchbox ideas - free!
[ Enter your email ]
[ Send me the free guide ]
Helpful tips only. Unsubscribe anytime.Note: The lead magnet is specific and quick to use, and the form makes one promise with one field and one button. That is exactly what turns visitors into subscribers.
Step 4 — The 3-email welcome series
When someone signs up, they should hear from you automatically (Lesson 9). Write three emails. Each needs a subject line, a short body idea, and one CTA. Here is FreshBite’s series:
| When | Subject line | One CTA | |
|---|---|---|---|
| 1 — Welcome | Day 0 | “Here are your 5 healthy lunchbox ideas ” | Download your free guide |
| 2 — Build trust | Day 2 | “The lunch mistake that makes you sleepy” | Read the quick tip |
| 3 — Invite | Day 5 | “Ready for a healthy week? ₹100 off your first box” | Order my first box |
See the gentle journey: email 1 delivers the gift, email 2 builds trust with a useful tip, and only email 3 invites the sale — with a small offer. That is content marketing and email working together.
To make it real, here is the full text of Email 1 — exactly what a new subscriber would receive on Day 0:
Subject: Here are your 5 healthy lunchbox ideas
Hi Meera,
Thanks for joining FreshBite! As promised, here are your
5 quick & healthy lunchbox ideas - each one takes under
15 minutes to prep.
[ Download your free guide ]
Over the next few days I will share a couple of simple tips
to make healthy eating easy, even on your busiest days.
To a healthier week,
Anjali, FreshBite KitchenNote: This single email does the whole job of the first message: it welcomes the person warmly, delivers the exact gift they signed up for, has one clear CTA (download), and gently sets up the emails to come. You will write all three emails to this level of detail.
Your tasks
- Pick a real local business (bakery, gym, store, tutor — your choice).
- Write its strategy: audience, one measurable goal, and 3–4 pillars.
- Build a full one-month content calendar (around 12 rows) balanced 80/20.
- Design a lead magnet and write its signup form.
- Write a 3-email welcome series: subject line, body idea, and one CTA for each.
- Add one line under each email explaining its job (deliver / build trust / invite).
Tip: Do it in order and finish each step before the next. A complete, simple plan you could actually hand to a shop owner is far more impressive than a fancy half-finished one.
Watch out: Resist making every calendar row and every email a sales pitch. Your plan should feel helpful first. If a shop owner reading it would think “this gives my customers real value”, you have done it right.
Q. In a 3-email welcome series, what is the usual job of the very first email?
✍️ Practice
- Complete Weeks 3 and 4 of the FreshBite calendar, keeping the 80/20 balance.
- Rewrite the 3 welcome-series subject lines in your own words, keeping them short and open-worthy.
🏠 Homework
- Finish the full project for your chosen business — strategy, one-month calendar, lead magnet, signup form, and 3-email welcome series — as one clean document, and add it to your portfolio.