Client: Dana A. Smith, Founder of Spiritual Essence Yoga & Creator of YES! Yoga Has Curves®
Background
Dana A. Smith is a trailblazer in the wellness space—a yoga instructor, author, and entrepreneur who founded Spiritual Essence Yoga (SEY) in 2003, becoming Prince George’s County’s first yoga studio. What began in her home evolved into a sanctuary for holistic healing and a catalyst for the international YES! Yoga Has Curves movement. Dana’s mission: to shatter stereotypes and prove that yoga is for EveryBody—including African Americans, men, and individuals of all body types.
The Challenge
As SEY expanded, Dana needed strategic support to grow visibility, shift cultural narratives, and evolve her brand communications in a rapidly changing media landscape. Early goals included:
- Raising awareness about the studio’s offerings and impact
- Showcasing Dana’s expertise in accessible wellness and community care
- Securing earned media across regional and national platforms
- Adapting content strategy to meet the rise of digital storytelling and social media demands
The Mpact PR Solution
Mpact PR partnered with Dana for a full communications reset—beginning with a deep-dive audit and visioning session to uncover fresh narratives and untapped media angles. Our approach included:
- Message & Media Development: Crafted compelling storylines that highlighted Dana’s unique voice, SEY’s pioneering presence, and the transformational impact of yoga on diverse communities.
- Strategic Media Relations: Secured national and local coverage—including feature stories in Black Enterprise, Yoga Journal, and Washington, D.C.-area news outlets—with Dana appearing both in-studio and on-location for live TV and radio.
- Content Creation & Digital Storytelling: Collaborated with Dana to develop authentic, evergreen content—from testimonials and user-generated videos to wellness tips and behind-the-scenes footage—that could be repurposed across platforms.
- Workplace Wellness Positioning: Introduced “Yoga at Work” as a media-worthy concept, including coverage of on-site corporate yoga activation at a federal workplace.
Results at a Glance
- Featured in major national outlets, including Black Enterprise and Yoga Journal
- Multiple TV & radio appearances spotlighting Dana’s mission and SEY’s offerings
- Robust multimedia content bank now powers SEY’s ongoing storytelling on social media and beyond
- Expanded partnerships and opportunities through increased visibility and strategic connections. Dana was also the debut guest on podcast Radical Acts Uncut, “Why Perfection is a Myth.”
“Jacqueline has helped me elevate my business to new heights. She’s put me in contact with potential business partners and facilitated my latest feature in Black Enterprise Magazine. She’s also given me sound advice on how to improve the business and my personal marketability. I look forward to continuing my work with Jacqueline and Mpact PR!” ~ Dana Smith, Founder of Spiritual Essence Yoga
