Flo100

OVERVIEW

Flo100 is a Toronto community and events platform built for senior executives and professional creators. Members join free for in-person perks and invitation-only rooms, and enterprise clients pay for roundtables and flagship experiences that put them in front of the decision-makers they want to reach, all orchestrated by the company's own matching engine, Flo100 OS. SA Media stepped in as Fractional Chief Marketing Officer in August 2026 to give the marketing function senior direction and turn a founder-led outreach effort into a documented, repeatable system: a five-section SOP library covering outreach, vetting, tooling, perks, and client reporting, plus a cleaned-up set of brand assets the team could finally use outside Canva.

THE BRIEF

Flo100 had momentum and a sharp point of view on the market, but its growth engine lived in the founder's head and inbox. Outreach for a single event meant hours of hand-written emails, the process knowledge was spread across calls, decks, and an intern pack, and a new cohort of interns was about to join. The logo only existed inside Canva. The brief was to bring senior marketing leadership into the business: codify how Flo100 finds, invites, vets, and reports on the executives in its rooms, give every process an owner and a status, and create a single source of truth the team could onboard from, all without slowing the business down.

OUR APPROACH

1. 01

   Immersion before documentation. We started with a strategy call, a team introduction, and a 157-minute in-person working session with the founder and team, then combined those sessions with the company deck, messaging, positioning, and intern materials. Eight inputs became one operating picture of how Flo100 actually wins a room, from the first client brief to the final report.

2. 02

   An outreach engine, written down step by step. Section one of the library codifies the outreach engine end to end: ICP intake built on a two-layer data model, target list building, AI cleanup and exclusion passes, enrichment with credit discipline, a ten-step invitation email structure, a two-person review gate before any send, staggered sends with a persona-level feedback loop, follow-ups, deliverability, and reply handling. The rebuilt invitation framework lifted reply rates from 2% to 10%, and search click-through rose roughly tenfold.

3. 03

   Status codes that tell the truth. Each procedure is marked LIVE, PROVISIONAL, or PENDING BUILD, so the team knows what to follow exactly, what to pressure-test, and what is agreed but still waiting on tooling. Open decisions, from the choice of sending tool to the membership launch, were logged in a single appendix for the founder rather than buried in chat threads.

4. 04

   Membership, reporting, and brand foundations. The library extends past outreach into perk partner sourcing and approval, member announcement campaigns, client reporting designed as the company's strongest retention asset, and the team's working rhythm. Alongside it, we extracted and cleaned up the Flo100 logo into light, dark, and mark-only variants, and proposed a brand line reconciling the company's scale story with its exclusivity story: the largest network, the smallest rooms.

SERVICES DELIVERED

KEY RESULTS