Case Study: Tender Gifts Midwifery + Birth Center
Building Community, Trust & Local Visibility Through Soulful Social Strategy
The Challenge
ABOUT TENDER GIFTS
Tender Gifts is Northern Colorado’s only free-standing birth center — a mission-driven space for natural birth, family-centered care, and faith-aligned support. When they came to The Mina Company, they had a passionate team, an incredible story, and a thriving client base — but they needed more consistency in how they showed up online.
The Challenge: Despite their strong reputation, Tender Gifts needed a clearer social strategy that could consistently reflect their values, educate their community, and increase reach. Their team was also preparing for a new community space and needed to drive awareness and engagement both digitally and in person.
Our Strategy
We built a strategy that honored both their deep heart and their operational needs:
Weekly social media content grounded in real moments, education, and family stories
Support for community events and milestones (anniversary, breastfeeding groups, birth classes)
Engagement-focused post formatting with clear CTAs and brand voice guidance
Seasonal Facebook ad campaigns to build visibility and support hiring, groups, and events
Monthly analytics reviews with optimization guidance for team-led posts
THE IMPACT: Tender Gifts now shows up with soul and strategy. Their Instagram is a place of education, celebration, and real-life encouragement. Their Facebook serves as a digital front door, welcoming new families, growing their community, and supporting every stage of the birth journey.
The Results
Social Growth
Over 1,000 Facebook page likes with reach ranging from 3,900–9,200 monthly views
Instagram audience grew to 1,295+ followers, with multiple posts exceeding 15% engagement rate
Top-performing content:
Community Center Opening — 13.7% engagement rate
Birth Announcements + Team Features — 10–16% engagement
Educational content + breastfeeding support — consistently among most shared and saved
Supported staff hiring, community events, and birth class sign-ups through targeted messaging
Campaign Success:
Boosted anniversary event awareness with 1,456+ reach on a single post
Facebook campaigns achieved click-through rates up to 2.97%, exceeding industry averages
Continued organic engagement — even without paid reach — due to strong storytelling
“Our goal was to help Tender Gifts show up with the same compassion and clarity they offer inside their birth rooms. Every story we told helped grow their presence and their mission.”
Can social media really build trust for a birth center?
Absolutely.
Families often choose a birth center based on comfort, connection, and confidence. Through consistent storytelling, visual content, and transparent updates, Tender Gifts created a steady rhythm of trust — and that’s what turns clicks into calls, and followers into families.
