Case File №07 · Ziptanz Wellness multi-discipline
Michigan Sun & Spa · Plymouth + Ann Arbor
Rebrand · WordPress · Hiring Platform · AI Chatbot
One Client · Four Workstreams · One Team
Luxury UV Tanning · Red Light · IR Sauna · Spray Tan
Filed Under: Multi-Service · Full Stack
Case File №07 · Ziptanz Wellness multi-discipline
Michigan Sun & Spa · Plymouth + Ann Arbor
Rebrand · WordPress · Hiring Platform · AI Chatbot
One Client · Four Workstreams · One Team
Luxury UV Tanning · Red Light · IR Sauna · Spray Tan
Filed Under: Multi-Service · Full Stack
MM
Case File №07 · Multi-Service · Full Stack
Michigan. Brand + Web + Hiring + AI. One team.
Michigan, USA · Sun & Spa Wellness one team, four workstreams

Ziptanz Wellness. One client. Four workstreams

Michigan-based sun and spa wellness studio running two locations (Plymouth and Ann Arbor), drowning in front-of-house hiring chaos, fielding the same client questions a hundred times a day, and operating on a brand identity that didn’t reflect the premium experience they were actually delivering. We didn’t split this across four vendors. We did the rebrand, built the WordPress site, shipped a custom hiring platform, and developed and integrated a bespoke AI chatbot — all from one team, on one timeline, with one accountable point of contact. Four workstreams. Zero handoffs.

Build my whole stack like this

no retainer trap. just truth.

Full Rebrand
premium identity refresh
Custom WordPress Site
Custom Hiring Platform
built from scratch
Bespoke AI Chatbot · Trained · Deployed · Integrated
Plymouth + Ann Arbor Locations
zero handoffs across workstreams
Full Rebrand
premium identity refresh
Custom WordPress Site
Custom Hiring Platform
built from scratch
Bespoke AI Chatbot · Trained · Deployed · Integrated
Plymouth + Ann Arbor Locations
zero handoffs across workstreams
№ 01 · The Brief

Four
problems.
One client.

Wellness studios are unforgiving operationally — brand, web, hiring, customer service all bleed into each other. Solving one without the others wasn’t going to work.

№ 01

Brand that didn’t reflect the experience

Ziptanz delivers premium professional-grade tanning, red light therapy, and IR sauna. The old identity read like a strip-mall tanning shop. The brand was undercutting the very service that justified the price. The first walk-in impression online was setting wrong expectations for the studio itself. Identity gap eating conversions.

№ 02

A site that couldn’t do its job

Two locations. Multiple services. Walk-in operation. Pricing plans. Hours, FAQs, sub-services per category. The previous site was a generic builder template buckling under the catalog complexity, throwing visitors at a phone number instead of letting them find what they need. The kind of site that loses business before someone walks in.

№ 03

Hiring chaos at the front of house

Wellness studios run on front-of-house staff, and front-of-house staff turn over fast. Managers were drowning in inbound resumes by email, voicemail, walk-in applications, and Indeed messages with no system to triage them. Good candidates were getting lost. Bad ones were getting interviewed. Hiring done manually doesn’t scale to two locations.

№ 04

Same five questions, all day, every day

“Do you take walk-ins?” “What are your hours?” “Do you offer red light therapy?” “How much is a package?” “Where are you located?” Front desk staff were spending hours every day answering the same five questions instead of doing customer service. The answers were on the site — nobody was reading them. This is exactly what AI chatbots exist for.

№ 02 · The Approach

Four workstreams.
One accountable team.

No four-vendor chain. No handoffs. No “let me check with the team.” One project, four disciplines, one timeline.

01

Full rebrand

New identity that reads premium — logo system, color palette, type system, brand voice, photo direction, marketing collateral. The brand finally matches the studio.

Logo + identity system Brand guidelines doc Color + type system Photo direction
02

Custom WordPress site

Multi-location architecture for Plymouth + Ann Arbor. Services, sub-services, pricing, FAQs, walk-in flow. A site that answers questions before the phone rings.

Custom WordPress build Multi-location structure Service hierarchy + pricing Mobile-first responsive
03

Custom hiring platform

Bespoke recruiting workflow. Applications captured, sorted, triaged, and routed to the right manager at the right location. Plus the “Join Our Team” page that feeds it. No more managers drowning in email inboxes.

“Join Our Team” application page Submission capture + routing Manager triage interface Per-location pipelines
04

AI chatbot

Bespoke AI chatbot trained on Ziptanz’s actual services, pricing, hours, FAQs, and walk-in policy. Deployed and integrated to the site. The chatbot answers what the front desk shouldn’t have to.

Custom AI chatbot build Trained on Ziptanz data Deployed + integrated to site Continuous-learning setup
№ 03 · What We Shipped

The actual
deliverables.

Six artifacts, four workstreams, one client. Everything shipped into production, everything live.

№01
Brand

Brand Identity System

Complete identity refresh built to read premium. Logo system, color palette, type system, photographic direction, brand voice doc, marketing collateral templates.

  • Logo + mark + lockup system
  • Primary + accent color palette
  • Type system + hierarchy
  • Photographic + tone direction
  • Brand voice guidelines
  • Print + social collateral templates
№02
Web Build

Custom WordPress Site

Multi-location WordPress build for Plymouth + Ann Arbor. Service hierarchy, pricing plans, location-specific pages, FAQ system, walk-in flow. Built on a clean custom theme — not a bloated builder dragging Core Web Vitals.

  • Custom WordPress theme + setup
  • Plymouth + Ann Arbor location pages
  • Services + sub-services hierarchy
  • Pricing plans + packages display
  • FAQ system per service category
  • Mobile-first responsive build
№03
Hiring

Custom Hiring Platform

Bespoke recruiting workflow built ground-up. “Join Our Team” application page on the public site, submission capture, application data structured for triage, per-location pipelines, manager-facing review interface.

  • Public “Join Our Team” application page
  • Custom application form + capture
  • Submission routing per location
  • Manager-facing review interface
  • Application status tracking
  • Notification + email workflows
№04
AI

AI Chatbot · Trained + Deployed

Custom AI chatbot trained on Ziptanz’s actual services, pricing, hours, FAQs, and walk-in policy. Deployed, integrated to the site, and continuously updated as services and pricing change. Front-desk relief from day one.

  • Custom chatbot build
  • Training on Ziptanz services + pricing
  • Walk-in policy + hours integration
  • Multi-location awareness
  • Site-wide deployment
  • Continuous-learning maintenance
№05
Content

Site Content + Copywriting

Every page on the site written from scratch in the new brand voice. Service descriptions, pricing copy, location pages, FAQ answers, walk-in policy — all written to convert walk-ins, not just describe services.

  • Homepage + service-page copy
  • Location-page copy (per studio)
  • Pricing plan descriptions
  • FAQ answers (extensive)
  • Walk-in policy + visitor messaging
  • Brand voice consistency pass
№06
Integration

Multi-System Integration

The hard part. Brand assets, WordPress site, hiring platform, and AI chatbot all need to live together cleanly. Single sign-on where possible. Consistent design language. Cross-system data flows. No vendor-stitching seams visible to the user.

  • Brand assets deployed across surfaces
  • Hiring platform integrated to public site
  • Chatbot integrated to site sessions
  • Analytics across all touchpoints
  • Single accountable point of contact
  • One-team support for all four systems
№ 04 · The Process

How four
workstreams shipped together.

01

Discovery

Studio visits in Plymouth + Ann Arbor. Manager + ownership interviews. Brand audit. Existing site teardown. Hiring pain points documented. Chatbot scope captured.

02

Brand first

Identity work locked before web build began. Logo, palette, type system, voice. Brand guidelines doc delivered as the source of truth for everything that came after.

03

Parallel build

WordPress site, hiring platform, and AI chatbot built in parallel. Same team, coordinated timeline. Brand assets feeding into all three. Daily syncs to keep workstreams aligned.

04

Integrate + train

Hiring platform plugged into the public site. AI chatbot trained on Ziptanz data and integrated to site sessions. Manager training on hiring interface. Walkthrough sessions on the chatbot.

05

Ship + iterate

Site, hiring platform, and chatbot live on the same day. Ongoing support across all four systems from the same team. Chatbot retrained as services and pricing change.

№ 05 · The Stack

The tools
under the hood.

Every one of these is something we run daily, not something we read a tutorial about.

Figma
Brand + UI design
WordPress + Elementor
Custom site build
Custom PHP / JS
Hiring platform engine
OpenAI API
AI chatbot core
n8n / Zapier
Cross-system automation
GA4 + Tag Manager
Analytics + attribution
Google Business Profile
Local presence per location
Notion
Multi-workstream coordination
№ 06 · More from the catalog

Three more
case files.

Different scopes, same accountable-team model. No four-vendor chains anywhere in this catalog.

№ 07 · FAQ

Honest
questions.
Honest answers.

Can one team really do all four workstreams without dropping balls?+

Honestly? Most agencies can’t, which is why most agencies don’t try. Our brief positions Marketing Maniacs as a full-stack agency built for exactly this kind of work — rebrand, web, custom software, AI automation, all under one roof, by people who’ve shipped each of those independently before. The risk with a four-vendor chain isn’t skill; it’s coordination. We removed the coordination tax. One team, one timeline, one accountable point of contact. The systems all work together because they were built by the same people who designed them.

Why build a custom hiring platform instead of using ATS software?+

For high-turnover front-of-house roles at a two-location wellness studio, the heavy-duty ATS tools (Greenhouse, Lever, Workable) are over-engineered and expensive overkill. They’re built for tech recruiting pipelines, not walk-in retail hiring. A custom workflow that fits the actual hiring pattern — submit application from the site, route to right location manager, simple triage interface — costs less, ships faster, and matches the operation. The right tool isn’t always the most powerful one. It’s the one that fits the shape of the problem.

How is your AI chatbot different from a generic ChatGPT plugin?+

A generic chatbot widget plugs ChatGPT into your site and hopes for the best. Ours is trained on Ziptanz’s actual services, pricing, hours, FAQs, walk-in policy, and multi-location specifics. When someone asks “What time do you close on Sunday at the Ann Arbor location?” the chatbot answers correctly — because we trained it on that data. When pricing changes, we re-train. Generic plugins guess. Ours knows. That’s the difference between “AI is a feature” and “AI is actually useful.”

Can we share Ziptanz’s actual conversion, hiring, and chatbot numbers?+

That data belongs to Ziptanz. We don’t publish someone else’s walk-in numbers, application volumes, or chatbot engagement metrics without explicit permission. What’s public: the site at ziptanzwellness.com is live, the “Join Our Team” page is feeding the hiring platform, the chatbot is integrated, and the engagement continues. For specifics, we’ll request permission and walk you through on a call.

How long does a four-workstream project like this take?+

It depends on scope, but for a project shaped roughly like Ziptanz’s, you’re looking at 10–16 weeks from kickoff to all four systems live. Brand and discovery work first (weeks 1–3), site + hiring platform + chatbot built in parallel (weeks 3–10), integration + training + launch (weeks 10–14), iteration window (weeks 14–16+). The key is brand-first sequencing — everything downstream depends on that doc. Skipping brand to “save time” on a multi-system project is the single most expensive mistake clients make.

Can you run a project like this for our multi-location business?+

If you run a multi-location operation, deal with high-turnover hiring, field repetitive customer questions, and your brand isn’t matching the price point you want to charge — yes, this is the exact shape of work we run. We’ll start with a free scoping call to understand the workstreams, sequence them honestly, and tell you what a realistic timeline + budget looks like. No 80-slide opportunity decks. Just the sequenced plan and someone accountable for shipping it.

№ 08 · You read the file. Now what?

Need
brand + web.
+ hiring + AI
built together?

We’ll run a free scoping call, sequence the workstreams honestly, and tell you — before you commit to anything — what a realistic timeline and budget look like. Four vendors or one accountable team. Your call.

no retainer trap. just truth.

info@themarketingmaniacs.com  ·  themarketingmaniacs.com  ·  SECP A827871  ·  Texas LLC