Positioning a content agency at the intersection of passion and growthPinwheel

positioning a content agency
An established content studio was looking to reposition its brand and revitalize its website to reach a more dialed-in target demographic.

Founder and Executive Creator Director, Todd Anthony, needed Kelly’s expertise as a Conscious Leadership + Agency Growth Coach to help Pinwheel’s leader get his ‘sea legs’ as an agency owner, revitalize their web presence and niche down into an in-demand market.


Pinwheel is a digital content agency located in the San Francisco Bay area. Their core focus is brand storytelling and content strategy, as well as the creation of content like eBooks, white papers, blogs, social media posts and infographics that help tell the story in every channel. Kelly’s work addressed these critical areas that Pinwheel’s leader desired to change.

Repositioning market focus:
Entering into a new phase in Pinwheel’s history, the agency was looking to reposition itself as the health, wellness, and fitness industry expert that is already was.

Addressing website changes:
To fully project their transition to the health and wellness industry, Pinwheel needed to revamp their website with their story, capabilities, work and case studies. Pinwheel’s goal was to completely revitalize its website by the first half of 2020.

Coaching for implementation:
To help with transformation on many levels, Pinwheel needed the necessary leadership and expertise to transition to a more scalable model for growth.


Kelly began coaching the agency leader, and over the course of a year they tackled mindset, conscious leadership, agency positioning, pricing, operations, a new website and SEO, as well as business development strategy. Each month, she worked with the leader as a hybrid Conscious Leadership Coach and Agency Growth Consultant—a one-of-a-kind offering in the space.

To help Pinwheel gain traction in the health and wellness market, Kelly helped to ensure that Pinwheel’s new message was clear and consistent. To ensure Pinwheel’s website would resonate with its target demographic, Kelly assisted with its search engine optimization to position the firm well for organic, inbound leads.

Additionally, she continued to provide consultative support to Pinwheel in the realm of outbound business development strategy and execution. As with most clients, she remains in contact with Pinwheel regularly, providing ideas, new business referrals and further insights on building strong client relationships.


Though the company was impacted by the pandemic, Pinwheel credits much of its successful transition to the health and wellness market to the advice and guidance provided by Kelly. Her deep knowledge and intuitive approach helped incorporate Pinwheel’s future vision into their current brand.

In 2021, Pinwheel has been highly successful in attracting health, wellness and fitness clients—with a 23% YoY increase in revenue—and is eyeing staffing additions in 2022.

Visit pinwheelcontent.com.

Nobody tells you how to start a digital agency. You do good work, service your clients well and hope it naturally grows. And, for a while, it magically does. Then you reach a point where you just don’t know how to get to the next stage without serious help. Kelly Campbell is serious help. With 14 years of building and growing her own digital agency and several years teaching other agency owners how to face their challenges, there’s nary an issue that she has not faced. She delivers her wisdom with a healthy spoonful of tough love and knows how to lead a stubborn mule to water. She’s intuitive, a splendid listener, and a consummate networker on her client’s behalf. She’s worth every penny, and then some.

Todd Anthony
Todd Anthony
Executive Creative Director, Pinwheel
Kelly Campbell Agency Consultant
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