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· Proper ·

Barber Club

May 2025
Social Calendar

Halifax, Nova Scotia — Membership-Only Grooming

30
Posts
6
Content Pillars
4
Key Local Moments
3
Membership Tiers
Navy #1C2B40
Gold #CF9E54
Cream #F9EFDE
Deep Navy #112138
🔤 PALMORE · Headings
🔤 RALEWAY · Body
Brand Story
Engagement
Promotional
Educational
Seasonal/Lifestyle
Local Halifax
Thu
Fri
Sat
Sun
Mon
Tue
Wed
Week 1 — Season Opener
01
Thursday
Brand Story
Welcome to May, Halifax
Spring is here. Your routine shouldn't need to catch up. Proper opens May with full member availability — book your slot now.
"The city's waking up. Are you sharp enough for it?"
IGFB
02
Friday
Promotional
Friday Feels: Founding 50
The Proper Founding 50 membership is still open — but spots are capped. This weekend is your window. Apply at properbarber.club
"Not everyone gets in. That's the point."
IGFB
03
Saturday
Educational
The Case for Consistency
Why bi-weekly trims beat the "whenever I feel like it" approach. Your hair has a rhythm. So should your barber visits.
Carousel: 3 slides on why cadence = better results
IG
05
Monday
Lifestyle
Monday Standard
The week starts sharp or it doesn't start at all. Our members show up to Monday meetings ready. Do you?
Moody studio shot: fresh fade, dark background
IGFB
06
Tuesday
Engagement
Poll: Spring Style Reset
Instagram Story Poll — "Which look are you going for this spring: Clean fade / Classic taper / Textured crop / Grew it out all winter 😅"
Story format — drives DMs and profile visits
IG Story
07
Wednesday
Local Halifax
Ha!ifax Comedy Fest Weekend
Halifax is laughing this week — and you should look good doing it. Members: your weekend slot is confirmed. Everyone else: properbarber.club
Tie-in: Ha!ifax Comedy Festival May 7–10
IGFB
Week 2 — The Standard
08
Thursday
Educational
What "Membership Only" Really Means
No walk-ins. No chaos. No waiting beside strangers. You book, you arrive, you leave feeling right. Our members know the difference.
Behind-the-scenes: quiet club atmosphere
IGFB
09
Friday
Lifestyle
Bush Is In Town
Scotiabank Centre is loud tonight. Make sure the face you show up with is doing the talking. Book before 6pm.
Local tie-in: Bush concert, Scotiabank Centre
IG StoryFB
10
Saturday
Local Halifax
Open City HFX
Halifax entrepreneurs are showing up today for Open City. Proper members: you already show up looking like you own the room.
Local event: Open City Halifax, May 10
IG
Mother's Day
11
Sunday
Promotional
Gift the Standard
The men in her life should look the part. Gift a Proper membership to the dad, son, or partner who deserves consistency. Available at properbarber.club
"She notices. She always does."
IGFB
12
Monday
Brand Story
Why Proper Exists
We didn't open to fix barbershops. We opened to respect your time. Here's the story behind Birmingham Street — and why the founding 50 matters.
Founder quote / brand origin content
IGFB
13
Tuesday
Engagement
This or That: Chair Preference
Story Quiz: "Your ideal Proper visit includes:" A) Classic haircut + hot towel shave | B) Fade + beard lineup | C) Just a clean taper, in and out
Story interaction — funnel to DMs
IG Story
14
Wednesday
Educational
The Hot Towel Shave: What You're Missing
Member add-on. Available from $10. It's not a shave — it's a ritual. Our barbers prep your skin the way it deserves.
Close-up cinematic content of the service
IG ReelFB
Week 3 — Victoria Day & Spring Energy
15
Thursday
Lifestyle
Spring in Halifax: The Patio Is Open
80+ patios are open. The harbour is yours. You're either showing up right — or you're not. Proper members: you already know.
Spring lifestyle visual: harbour, warmer tones
IGFB
16
Friday
Local Halifax
Blue Nose Marathon Weekend
Halifax runs this weekend. 42km through our streets. Whether you're racing or cheering, a clean look is always part of the kit.
Local: Blue Nose Marathon, May 16–18
IGFB
17
Saturday
Promotional
Membership Spotlight: Premium Tier
$87/month. Two visits. Priority booking. Member pricing on hot towel shaves. For the man who values staying sharp without overthinking it.
Tier breakdown carousel — clean branded template
IGFB
18
Sunday
Brand Story
The Proper Standard: Barber Profiles
Not just an available barber. Your barber. Meet the craft behind the club. Our team is assembled for precision, not convenience.
Barber feature post — builds human connection
IG
Victoria Day 🇨🇦
19
Monday
Local / Holiday
Victoria Day, Halifax
Happy Victoria Day from Proper. We're closed today — enjoy the long weekend. Members: book your Tuesday slot early, it fills fast.
Elegant holiday card in brand navy + gold
IGFB
20
Tuesday
Engagement
Back to It — What's Your Routine?
Long weekend's over. The week is asking for you. Tell us — how often do you actually book a barber? Be honest. Replies to stories 👇
Story reply CTA — feeds waitlist conversation
IG Story
21
Wednesday
Educational
Tech That Works Quietly
Booking, preferences, payments — all handled before you arrive. Proper's proprietary system means your barber already knows what you want when you walk in.
App + tablet visual from inside the club
IGFB
Week 4 — Summer Preview
22
Thursday
Lifestyle
Summer Is Two Weeks Out
Halifax summers are short and they move fast. Your grooming routine should already be in place before June hits. Members: you're set. Everyone else?
"Don't start summer scrambling."
IGFB
23
Friday
Promotional
VIP Tier: Made for Weekly Men
$147/month. Four visits. Weekly appointments. This is for the man who sees grooming the way others see the gym — as part of the rhythm, not optional.
VIP tier spotlight — premium visual treatment
IGFB
24
Saturday
Brand Story
Inside Proper: The Space
No loud music. No crowded wait. Just a clean, elevated space on Birmingham Street built for men who know what they want. Come see it.
Interior walkthrough Reel — dark, moody, premium
IG Reel
25
Sunday
Engagement
Member Testimonial Sunday
"I stopped dreading the barbershop the moment I joined Proper." — Founding member. What's the moment you stopped settling? Share yours.
Quote graphic in navy + gold brand template
IGFB
26
Monday
Educational
How to Book (First Timer's Guide)
Step 1: Apply at properbarber.club. Step 2: Get paired with your barber. Step 3: Book via app. Step 4: Arrive. Step 5: Leave sharper than when you came in.
Infographic carousel — brand colours, clean layout
IGFB
27
Tuesday
Engagement
Rate Your Current Barber (Anonymously)
Story Poll: How consistently does your current barber nail your cut? 🔥 Every time / Pretty good / Hit or miss / I need a change
Story engagement funnel → apply CTA in follow-up
IG Story
28
Wednesday
Local Halifax
Taste Asia Is Coming
Halifax Waterfront transforms May 29. If you're headed to Taste Asia — make sure you look the part. Book at properbarber.club before it fills.
Local tie-in: Taste Asia Food Fest opening weekend
IGFB
Week 5 — Month Close
29
Thursday
Promotional
June Is Almost Here
Membership closes at capacity. Before June opens — lock in your tier. Member at $48, Premium at $87, or VIP at $147/month. Spots are not guaranteed.
End-of-month urgency — clean CTA slide
IGFB
30
Friday
Lifestyle
Jann Arden Is In Town — Go Sharp
Scotiabank Centre, tonight. Halifax has plans. Do you? Members: your weekly visit already happened. The rest of you: properbarber.club.
Local event: Jann Arden, May 30
IG StoryFB
31
Saturday
Brand Story
May: 30 Days. One Standard.
A month well-kept. A routine that ran quietly. No waiting, no settling, no chaos. That's what Proper delivers — every single month. See you in June.
Month-close brand recap — navy + gold template
IGFB
Strategy Overview
May Content Playbook

📅 Key Dates Leveraged

  • May 7–10: Ha!ifax Comedy Festival
  • May 9: Bush Concert (Scotiabank Centre)
  • May 10: Open City Halifax
  • May 11: Mother's Day (gift angle)
  • May 16–18: Blue Nose Marathon
  • May 19: Victoria Day (closed notice)
  • May 20: Avril Lavigne Concert
  • May 29: Taste Asia Festival opens
  • May 30: Jann Arden Concert

🎯 Content Pillars

  • Brand Story — 6 posts: Origin, barbers, space tours, monthly wrap
  • Engagement — 5 posts: Polls, quizzes, testimonials, story CTAs
  • Promotional — 7 posts: Tier spotlights, Founding 50, urgency
  • Educational — 6 posts: How-to, services, tech, membership explained
  • Lifestyle/Seasonal — 5 posts: Spring, summer preview, patio season
  • Local Halifax — 6 posts: Events, city moments, community tie-ins

💳 Memberships Featured

  • Member — $48/mo · 1 visit · Hot towel $15 · Featured: Week 1 promo, Week 5 urgency
  • Premium — $87/mo · 2 visits · Hot towel $12 · Featured: Week 3 spotlight
  • VIP — $147/mo · 4 visits · Hot towel $10 · Featured: Week 4 Friday
  • Founding 50 angle used throughout May as urgency/exclusivity lever
  • Gift angle used on Mother's Day (May 11)

📱 Platform Strategy

  • Instagram Feed (static): Brand story, educational, lifestyle posts
  • Instagram Reels: Club interior walkthrough, hot towel shave demo
  • Instagram Stories: All polls, quizzes, and engagement-first content
  • Facebook: All promotional and brand posts cross-posted
  • Posting frequency: ~5x/week (Tue–Sat priority, Su–Mon supported)
  • Optimal post times: Tue/Wed 7–9am · Fri/Sat 11am–1pm (HFX)

✍️ Voice & Tone Guidelines

  • Confident, not arrogant — "The standard speaks for itself"
  • Minimal, precise copy — never more than 3 short sentences
  • Always end with a quiet CTA — properbarber.club or "Apply Now"
  • Never use exclamation marks — let the confidence carry the tone
  • One-liner hooks over long paragraphs — Palmore font for impact
  • Speak to the standard, not the feature — results over features

🎨 Visual Direction

  • Dark, moody photography — navy backgrounds, warm amber lighting
  • Gold accents on all graphic text overlays (#CF9E54)
  • Fox mascot badge used on brand story posts + hiring/events
  • PBC shield monogram for membership tier graphics
  • Cream text (#F9EFDE) on all dark-background designed posts
  • Pattern texture (quilted PBC shield repeat) as background option