Messaging Templates & Collateral
Audience Segmentation - Who Gets Which Message
Created by: Paige (Technical Writer)
Audience Segments
| Segment | Channel | Message Focus | CTA |
|---|---|---|---|
| A: New Community | Property managers, yoga studios, digital | Pain-point ("Navigate Uncertainty") | "Join free weekly meditation" |
| B: Curious Attendees | Retention flow | Community + science | "Come back this week" |
| C: Course Graduates | Direct outreach | Mission-driven | "Become Ambassador" |
| D: Intro Talk Attendees | In-person + follow-up | Transformation + discount | "Register for January course" |
SEGMENT A: Property Manager Outreach
Email Template #1: Initial Outreach
Subject: Free Wellness Amenity for Your Residents - Zero Cost to You
Hi [Property Manager Name],
I'm reaching out from the Art of Living Foundation, a global non-profit
dedicated to stress relief and well-being. We're based right here in DC
(2401 15th St NW, 20009).
I'd love to offer your residents a free wellness amenity that could
increase satisfaction and retention - at absolutely no cost to your
building.
WHAT WE OFFER:
✓ Free weekly guided meditation in your community room
✓ Led by certified instructors (we provide)
✓ All insurance and materials covered (we provide)
✓ Flexible scheduling to match your availability
✓ Science-backed: 100+ peer-reviewed studies on stress reduction
WHY THIS WORKS FOR YOU:
• Increases resident satisfaction with zero budget impact
• Shows you invest in resident well-being
• Can be featured in your marketing materials
• No work required from your staff
We're currently looking for 2-3 pilot buildings to launch this program
through December 21st (World Meditation Day).
Would you be open to a quick 10-minute call this week to discuss?
I'm happy to provide references from other DC buildings and our
liability insurance documentation.
Best regards,
[Your Name]
[Your Title]
Art of Living Foundation - DC
[Phone]
[Email]
P.S. We're a well-established organization - you may have heard of our
World Cultural Festival at the National Mall in 2023, where a million
people joined over two days.
Follow-Up Phone Script
Timing: 48 hours after email if no response
Opening:
"Hi [Name], this is [Your Name] from Art of Living Foundation. I sent you an email earlier this week about offering your residents free guided meditation sessions. Do you have a quick minute?"
If YES:
"Great! We're a DC-based non-profit offering stress-relief meditation to residential communities completely free of charge. We provide certified instructors, insurance, all materials - you just provide the community room. Takes about an hour once a week. It's been really popular in other buildings because it shows residents you care about their well-being without any cost to you.
We're looking to start in the next 2 weeks leading up to World Meditation Day on December 21st. Would [day of week] evenings or weekend mornings work better for your community room schedule?"
If "I need to think about it":
"Totally understand. What questions can I answer that would help you decide? ... I'm happy to send over our insurance documentation and references from other buildings. When would be a good time to follow up?"
If "What's the catch?":
"No catch! We're a humanitarian non-profit. Our mission is to bring stress relief to communities. The only thing we ask is permission to mention our courses to participants who ask - but there's never pressure. Some residents just enjoy the free meditations, and that's perfectly fine with us."
One-Page PDF: Resident Wellness Program
[Design in Canva - professional, clean, branded]
┌─────────────────────────────────────────────────────┐
│ │
│ FREE RESIDENT WELLNESS PROGRAM │
│ Reduce Stress. Build Community. │
│ │
│ [Calming image: people meditating peacefully] │
│ │
│ WHAT: Weekly guided meditation & breathing │
│ exercises (SKY technique) │
│ │
│ WHEN: Flexible - matches your schedule │
│ 60 minutes/week │
│ │
│ WHERE: Your community room │
│ │
│ WHO: Certified Art of Living instructors │
│ (We provide everything) │
│ │
│ COST: $0 to building. $0 to residents. │
│ │
│ ──────────────────────────────────────────── │
│ │
│ THE SCIENCE │
│ • 100+ peer-reviewed studies │
│ • Published in JAMA, NIH journals │
│ • Proven to reduce stress, anxiety, improve sleep │
│ │
│ BENEFITS FOR YOUR BUILDING │
│ ✓ Increase resident satisfaction │
│ ✓ Enhance sense of community │
│ ✓ Differentiate from other buildings │
│ ✓ Zero cost, zero work for staff │
│ ✓ Fully insured & professional │
│ │
│ WHO WE ARE │
│ Art of Living Foundation - Global non-profit │
│ Founded by Sri Sri Ravi Shankar │
│ Present in 180+ countries │
│ DC office: 2401 15th St NW, 20009 │
│ │
│ World Cultural Festival 2023 - National Mall │
│ 1 million attendees over 2 days │
│ │
│ ──────────────────────────────────────────── │
│ │
│ CONTACT: │
│ [Your Name], [Title] │
│ [Phone] | [Email] │
│ www.artofliving.org │
│ │
└─────────────────────────────────────────────────────┘
SEGMENT A: Yoga Studio Partnership
Email Template: Studio Owner Outreach
Subject: Partnership Opportunity - Breathwork Meets Yoga
Hi [Studio Owner/Manager Name],
I'm [Your Name] with the Art of Living Foundation here in DC. I've been
following [Studio Name] and love what you're doing for the wellness
community.
I wanted to reach out about a potential collaboration that could add value
for your clients.
THE IDEA:
We'd love to offer your yoga practitioners a free SKY (Sudarshan Kriya
Yoga) breathwork workshop as a complementary practice to their yoga journey.
WHAT'S IN IT FOR YOU:
• Exclusive perk for your clients (strengthens loyalty)
• Co-branded event (we promote your studio, you promote the workshop)
• Introduces your community to evidence-based breathwork (100+ studies)
• Zero cost to you or your clients
• We handle all logistics
WHAT IT LOOKS LIKE:
• 90-minute workshop at your studio (or alternate location)
• Introduction to SKY breathing technique
• Guided meditation
• Science behind breath & stress relief
• Optional: Participants can explore our full courses (but no pressure)
TIMING:
We're looking to host these in early December, leading up to World
Meditation Day (Dec 21st).
Would you be open to a quick call to explore this?
I think your community would really resonate with this practice - it
perfectly complements the yoga work they're already doing.
Best,
[Your Name]
[Phone]
[Email]
Art of Living Foundation - DC
www.artofliving.org
Co-Branded Flyer Template
[Canva design - half Art of Living, half Yoga Studio branding]
┌─────────────────────────────────────────┐
│ [Yoga Studio Logo] + [AOL Logo] │
│ │
│ FREE Breathwork Workshop │
│ The Missing Link in Your Yoga Practice │
│ │
│ [Beautiful image: meditation/breath] │
│ │
│ Discover SKY Breathing │
│ (Sudarshan Kriya Yoga) │
│ │
│ ✓ Reduce stress & anxiety │
│ ✓ Improve sleep quality │
│ ✓ Deepen your meditation practice │
│ ✓ Science-backed (100+ studies) │
│ │
│ DATE: [Date] │
│ TIME: [Time] │
│ LOCATION: [Studio Name & Address] │
│ │
│ 100% FREE - Space Limited │
│ │
│ REGISTER: [QR Code or URL] │
│ │
│ Exclusive for [Studio Name] community │
│ │
└─────────────────────────────────────────┘
SEGMENT C: Graduate Ambassador Activation
Email Template: Ambassador Invitation
Subject: Will you help us bring The Happiness Course to more people?
Dear [Graduate Name],
You know firsthand what The Happiness Course can do. You've experienced
the transformation.
We're launching a campaign to fill our January 2025 course here in DC,
and I immediately thought of you.
Would you be willing to be a Course Ambassador?
WHAT IT MEANS:
• Share your experience with 2-3 friends who might benefit
• Bring them to a special "Friends & Family" intro talk (Dec 7 or 14)
• Optional: Be a "meditation buddy" for newcomers at our weekly community
meditations (starting Nov 27)
WHAT YOU GET:
• Recognition at our January course launch
• Free advanced workshop (for Ambassadors who refer 3+ people)
• The satisfaction of changing lives (you know how good that feels!)
We have just 30 Ambassador spots, and you're one of the people I'd most
love to have on the team.
Interested? Just reply "YES" and I'll send you the Ambassador Toolkit
with everything you need - email templates, social media posts, invite
scripts, etc.
Our kickoff call is November 23rd at 7 PM (optional but encouraged).
Will you join us?
With gratitude,
[Your Name]
P.S. Remember how you felt after your first course? That's what we're
giving to 30-40 more Washingtonians this January. With your help.
Ambassador Toolkit Contents
1. Email Template - Invite Friends to Intro Talk
Subject: I found something that really helped me - want to check it out?
Hey [Friend Name],
I know we've both talked about how stressful [work/life/DC] can be lately.
I wanted to share something that's been really helpful for me - it's called
The Happiness Course. It's a breathing and meditation program that sounds
a little woo-woo but is actually super science-based.
They're doing a free intro session on [Dec 7 or 14], and I thought of you.
No pressure at all, but if you're curious, I'd love for you to come with me.
It's 90 minutes, completely free, and honestly - even if you don't do the
full course, you'll learn some techniques you can use immediately.
Want to join me?
[Link to register]
Let me know!
[Your name]
2. Social Media Post Template (Instagram/Facebook)
📷 [Image: Peaceful meditation scene or your smiling face]
I don't usually share stuff like this, but... 🧘♀️
A few months ago I took The Happiness Course with @artofliving and it
genuinely changed how I handle stress.
If you're in DC and curious about meditation/breathwork (backed by real
science, not just vibes), they're doing free intro sessions Dec 7 & 14.
I'll be there. Come with? Link in bio.
#StressFree #MeditationDC #HappinessCourse #WashingtonDC #Breathwork
3. Text Message Script
Hey! Random question - have you ever tried meditation? I did this course
called The Happiness Course a while back and it's been amazing for stress.
They're doing a free intro session [Dec 7 or 14] and I'm going - want to
join me? No pressure at all, just thought you might be interested! 😊
SEGMENT D: Intro Talk → Course Conversion
In-Person Script (End of Intro Talk)
Delivered by: Instructor
"Thank you all so much for being here tonight. I hope you got a taste of
what the SKY breathing technique can do.
What you experienced tonight is just a glimpse. The full Happiness Course
is 18 hours over 3-4 days where you learn the complete SKY practice and
how to integrate it into your daily life.
We're offering the January course with an early bird discount for anyone
who registers by January 8th.
I'm not going to pressure anyone - meditation is a personal journey. But
I will say this: If you felt something tonight, if you felt even a moment
of peace or calm or lightness... imagine what a full course could do.
I have course brochures here with all the details, schedule, and pricing.
I'll be here for the next 20 minutes if you have questions.
And if tonight wasn't quite right for you, that's totally okay too. We
have free weekly community meditations every Wednesday at 7 PM if you
just want to practice together.
Thank you again for your openness."
Follow-Up Email (24 Hours After Intro Talk)
Subject: Thank you for joining us last night
Hi [Name],
Thank you for attending our intro session last night. It was wonderful to
have you there.
I wanted to follow up with the information I mentioned about The Happiness
Course starting in January:
COURSE DETAILS:
• Dates: [Jan X-X, 2025]
• Time: [Schedule]
• Location: [Address]
• Investment: [Price] (Early bird: [Discount price] if registered by Jan 8)
What you'll learn:
✓ Complete SKY breathing technique
✓ Daily meditation practice
✓ Stress management tools
✓ Connection with lifelong community
Attached is the course brochure with full details.
If cost is a concern, we offer payment plans and some scholarships - just
let me know.
No pressure at all. If you have questions or want to chat about whether
this is right for you, feel free to call/text me: [Phone]
Wishing you peace,
[Instructor Name]
P.S. Here's what some DC participants have said about the course:
[3-4 brief testimonials]
Message Clarity - What to Say vs. Not Say
| ❌ DON'T SAY | ✅ DO SAY |
|---|---|
| "Join our Sudarshan Kriya Yoga meditation" | "Free guided meditation to reduce stress & find calm" |
| "Art of Living Foundation event" | "Community meditation gathering (led by certified instructors)" |
| "World Meditation Day synchronized breathing" | "Join millions worldwide in a moment of peace - Dec 21, 7pm" |
| "SKY breathing course for $X" | "Learn science-backed tools for lifelong stress relief" |
| "Founded by Sri Sri Ravi Shankar" | "Founded by global humanitarian Sri Sri" (if needed) |
Paige's rule: Lead with the benefit they care about (stress relief, peace, community). Explain the what/how/who only when they're interested.
Collateral Checklist
- [ ] Property manager email template (customize with building name)
- [ ] Property manager follow-up phone script (print for callers)
- [ ] One-page Resident Wellness PDF (design in Canva, print 20 copies)
- [ ] Yoga studio outreach email (customize per studio)
- [ ] Co-branded flyer template (Canva - wait for studio logos)
- [ ] Ambassador invitation email (personalize top 30 graduates)
- [ ] Ambassador Toolkit document (email/social/text templates)
- [ ] Intro talk closing script (train all instructors)
- [ ] Post-intro-talk follow-up email template
- [ ] Course brochure (get from AOL HQ or create locally)
- [ ] Beautiful one-pager handout for retention flow (see file 03)
Sprint 0 deadline: All templates ready by Nov 26.