Relationship Overview& Collaboration Summary
My work with Long Path Outfitters began when founder Laura Neil reached out for support navigating Shopify—not just the online storefront, but the entire platform. We started by walking through the dashboard together, tackling hands-on tasks like generating store barcodes and configuring the gift card system. Those early sessions weren’t just about technical setup—they laid the groundwork for a collaborative rhythm that would carry through every stage of our work together.
As our relationship evolved, so did the scope of our efforts. What began as a series of coaching sessions grew into a full-scale overhaul of the online store, followed by brand-forward campaigns and content strategies that reinforced Long Path Outfitters’ distinct identity: woman-owned, locally rooted, and trail-forward. From the beginning, Laura made it clear that this shop wasn’t just a place to buy gear—it was a launch point for connection, community, and adventure.
Together, we’ve aligned the business’s digital presence with its on-the-ground personality, building initiatives that amplify Long Path’s voice and support Laura’s long-term vision. From rebranding the shop’s newsletter as The Kit to creating the Hike Nyack campaign, our work has reflected a shared investment in curiosity, creativity, and the power of local momentum.
"Working with Laura has been one of the most creatively fulfilling and professionally grounding experiences of my career. Every conversation sparks new ideas, and every project is rooted in mutual respect, clarity, and care. Our partnership isn't just about strategy or execution—it's about building something that feels good, functions beautifully, and reflects who she is and what Long Path stands for."
— Eric Michael
What have I done?
- Provided one-on-one Shopify coaching, covering the full system (dashboard, barcodes, gift cards, and POS functionality)
- Led a comprehensive online store overhaul with a focus on structure, product presentation, and customer experience
- Offered strategic marketing support, including campaign development and content planning
- Collaborated on brand positioning rooted in Long Path Outfitters’ identity as a woman-owned, locally rooted, trail-forward shop
- Developed the Hike Nyack campaign to tie product, place, and partnership into a locally resonant tourism push
- Rebranded the store’s monthly newsletter as The Kit, fostering a more consistent and connected marketing rhythm
- Acted as a creative and strategic collaborator—offering ideas, tools, and support across evolving business needs
Highlight:
Hike Nyack Campaign
The Hike Nyack campaign was born from a simple but powerful idea: that Long Path Outfitters could be more than a gear shop. It could be a trusted guide for anyone looking to get outside—and a central connector between trails, town, and community. Together, Laura and I built Hike Nyack as both a marketing initiative and a resource hub, designed to position Long Path Outfitters at the heart of Nyack’s outdoor scene.
We started with strategy: What do hikers need before they hit the trail? Where do they eat, stay, or spend time after? From there, we developed a dedicated Hike Nyack page on the Long Path website that spotlights trailheads, links to local dining partners, and serves as a launchpad for future tourism-forward storytelling. We paired that landing page with an original blog series optimized for SEO, featuring content like “Top 5 Scenic Hikes in Nyack,” “A Day in Nyack: Hiking & Dining,” and “How to Plan the Perfect Hiking Weekend Getaway.”
Beyond search visibility, this campaign was about alignment. It gave Laura a way to showcase her local knowledge, champion her favorite spots in town, and introduce customers to the trails with intention. It also created space for partnerships—with Visit Nyack, with neighborhood restaurants and cafés, and with the broader Hudson Valley hiking community.
What We Built:
- A standalone Hike Nyack landing page featuring:
- Curated hiking trails and an interactive map of local trailheads
- Dining and small business pairings across Nyack and the Hudson Valley
- A long-form blog content series to drive SEO and community engagement
- Strategic partnerships that aligned with Long Path’s local-first values
Impact
- Repositioned Long Path Outfitters as a local trail guide—not just a retailer
- Created evergreen, seasonal-ready marketing content
- Strengthened relationships with local businesses and Visit Nyack
- Increased SEO visibility for Nyack-based hiking and tourism searches
Highlight:
Before we rebranded it, Long Path Outfitters’ email newsletter didn’t have a name—or much of a rhythm. Like so many small businesses, the newsletter existed in fits and starts, often pushed aside in favor of more immediate to-dos. But Laura knew there was value in it—and more importantly, she wanted to feel connected to it.
Together, we renamed and repositioned the newsletter as The Kit: a monthly dispatch that feels like opening your favorite piece of trail gear. It’s compact, useful, and intentionally packed with just what you need—whether it’s new product arrivals, seasonal gear guides, or upcoming community events.
More than just a rebrand, this shift helped Laura reframe her approach to marketing. By creating a structure that felt personal and purposeful, The Kit gave her a clearer sense of voice and ownership. The result? A more regular publishing cadence, deeper engagement with her audience, and a marketing channel that finally felt in sync with the Long Path brand.
What We Did
- Rebranded the monthly newsletter as The Kit—complete with name, identity, and structure
- Designed a modular content layout that’s easy to maintain and replicate
- Integrated storytelling, product features, and community updates
- Shifted marketing from ad hoc promotion to intentional rhythm
Impact
- Renewed Laura’s connection to her marketing efforts
- Increased frequency and consistency of newsletter publishing
- Built a branded, on-voice channel for customer engagement
- Laid the groundwork for seasonal campaigns and product pushes
Recent Releases:
At the time of publishing this case study.
Value Assessment
Our work together has helped establish Long Path Outfitters as more than just a gear shop—it’s now a trusted local brand with a strong digital presence, consistent marketing rhythm, and a clear, confident voice.
Quantitative Value
→ Streamlined Shopify operations (dashboard, barcodes, gift cards)
→ Revamped online store with improved structure and product visibility
→ Created evergreen SEO-optimized content to support local tourism traffic
→ Developed a consistent email marketing cadence through The Kit
Qualitative Value
→ Increased clarity and confidence in marketing strategy
→ Strengthened partnerships with local organizations and businesses
→ Empowered a woman-owned, community-first business to take bold steps forward
→ Created systems that feel personal, intuitive, and aligned with Laura’s values
A Closing Word
From the very beginning, this collaboration has felt like more than a project—it’s felt like a shared investment in something meaningful. Watching Laura step more confidently into her voice as a business owner, storyteller, and community leader has been one of the great privileges of my work. And watching Long Path Outfitters grow—not just in footprint, but in spirit—has been a reminder of what’s possible when values, vision, and action are aligned.
I’m proud of what we’ve built together—and even more excited about what’s still ahead.