---
name: case-study
description: "สกิลสำหรับ Case Study ใช้เมื่อต้องการแนวทาง ขั้นตอน Template หรือคำแนะนำเชิงปฏิบัติสำหรับงานสร้างคอนเทนต์ บทความ โซเชียล อีเวนต์ การเล่าเรื่อง และการเผยแพร่ ในหัวข้อนี้"
allowed-tools: Read Write Glob Grep
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Case Study

## When to Use This Skill

Use this skill when:
- A user wants to turn a completed project or client engagement into a case study
- Someone needs social proof for their website, proposals, sales decks, or pitch materials
- A user says they want to "write up a client win" or "showcase results"
- A freelancer, agency, or consultant wants to document project success stories
- A user needs a one-pager or short-form case study for a specific sales conversation

**DO NOT** use this skill for:
- Testimonials or reviews (those are client quotes, not structured narratives)
- Portfolio pieces without measurable results (use a portfolio skill instead)
- Internal project retrospectives or post-mortems (those are for the team, not prospects)
- Product feature announcements (those are marketing copy, not case studies)

---

## Core Principle

A CASE STUDY IS A PROOF ENGINE, NOT A PROJECT SUMMARY. EVERY SECTION MUST MOVE THE READER FROM "THAT SOUNDS NICE" TO "I WANT THOSE RESULTS FOR MY BUSINESS." IF THERE ARE NO NUMBERS, THERE IS NO CASE STUDY.

---

## Phase 1: Interview

Conduct a structured conversational interview to extract everything needed. **Do not skip this phase.** A case study built on thin details reads like a brochure, not proof.

### Group 1 -- Client and Context (ask all at once):

1. Who is the client? (Company name, industry, company size or stage)
2. What is their business model? (B2B, B2C, e-commerce, service-based, SaaS)
3. Do we have permission to use their name and logo? (Yes / No / Need to ask)
4. Who was the main point of contact? (Name, role)

### Group 2 -- The Problem (ask after Group 1 is answered):

5. What was the client's situation before working with you? (The "before" picture)
6. What specific problem were they trying to solve? (In their words if possible)
7. What had they already tried? (Previous solutions, vendors, internal attempts that failed)
8. What was the business impact of the problem? (Lost revenue, wasted time, missed opportunities -- get numbers)

### Group 3 -- The Solution and Results (ask after Group 2 is answered):

9. What did you deliver? (Specific services, products, deliverables)
10. Walk me through the process -- what were the key steps or phases?
11. What was the timeline from start to completion?
12. What were the measurable results? (Revenue, leads, time saved, cost reduced, conversion rates -- every number you have)
13. Were there any unexpected wins or secondary benefits?
14. Do you have a direct quote from the client? (Even paraphrased is useful)
15. What is the one result you are most proud of from this project?

### Extraction Summary

After the interview, present a structured summary:

```
**Client:** Greenfield Hotels (Hospitality, 12 locations)
**Permission:** Name approved, logo pending
**Contact:** Rachel Torres, VP of Marketing
**Before:** Managing social media in-house with a 1-person team.
Posting inconsistently across 12 locations, no content calendar,
no performance tracking.
**Problem:** Inconsistent brand voice, no system for scaling content,
coordinator stretched too thin. Previous freelancer delivered generic
posts that did not match the brand.
**Solution:** Social media management system for all 12 locations --
content calendar, brand voice guide, templated frameworks, reporting
dashboard, and 3 months of done-for-you content.
**Timeline:** 8 weeks build + 3 months managed execution
**Results:**
- Social engagement up 215% across all locations
- 340 direct booking inquiries from social in 3 months
- Content production time: 20 hrs/week down to 6 hrs/week
- Posting cadence: 4x/week per location (up from 2-3x)
**Quote:** "We finally look like a unified brand instead of 12
separate hotels posting whatever they feel like." -- Rachel Torres
**Proudest result:** 340 booking inquiries -- direct trackable revenue
```

**GATE: Do not proceed to Phase 2 until you have confirmed: (1) a specific problem, (2) a specific solution, and (3) at least one measurable result with a real number.** If the user cannot provide any measurable result, see Recovery.

---

## Phase 2: Structure

Build the case study using this framework. Present the outline to the user before writing.

### Case Study Framework

1. **HEADLINE** -- [Result] for [Client Type] in [Timeframe]
2. **SNAPSHOT BOX** -- 3-4 key metrics in a scannable table
3. **CHALLENGE** -- The "before" picture with pain points, failed attempts, business impact
4. **SOLUTION** -- What was done, step by step, with specifics
5. **RESULTS** -- Every metric quantified with before/after comparisons
6. **TESTIMONIAL QUOTE** -- Pull quote from the client
7. **CALL TO ACTION** -- Connects to the user's service offering

### Format Selection

**Default to long-form unless the user specifies otherwise.**

| Format | Word Count | Best For |
|--------|-----------|----------|
| **Long-form** (default) | 800-1,200 words | Website pages, proposals, sales enablement |
| **Short-form** | 300-500 words | Social media, email campaigns, pitch decks |
| **One-pager** | 200-300 words | Leave-behinds, meeting handouts, PDF attachments |

### Structure Outline Example

```
**Format:** Long-form (approx. 900 words)
**Headline:** 215% Social Engagement Increase for a 12-Location
Hotel Chain in 3 Months
**Snapshot:** 4 metrics (engagement, inquiries, time saved, consistency)
**Challenge:** Fragmented posting, overwhelmed coordinator, failed
freelancer, competitor gap
**Solution:** 4-phase approach (audit, voice system, calendar, execution)
**Results:** Before/after on all 4 metrics + unexpected press coverage
**Quote:** Rachel Torres pull quote
**CTA:** Links to user's service page
```

**GATE: Do not proceed to Phase 3 until the user approves the structure.** Acceptable approvals: "looks good," "yes," "go ahead," "write it," or similar.

---

## Phase 3: Write

Write the full case study following these section-by-section rules.

### Headline

Formula: **"[Result] for [Client Type] in [Timeframe]"**

The headline must contain a number. Headlines without numbers are blog post titles, not case study headlines.

Strong: "215% Social Engagement Increase for a 12-Location Hotel Chain in 3 Months"
Strong: "340% Revenue Growth for an E-Commerce Brand in 6 Months"
Strong: "$47K in New Pipeline for a B2B Consulting Firm in 90 Days"
Weak: "How We Helped Greenfield Hotels Succeed on Social Media"
Weak: "A Social Media Success Story"

### Snapshot Box

3-4 key metrics immediately after the headline:

```
| Metric | Result |
|--------|--------|
| Social Engagement | +215% across 12 locations |
| Booking Inquiries | 340 in 3 months |
| Content Production Time | 20 hrs/week down to 6 hrs/week |
| Posting Consistency | 4x/week per location (up from 2-3x) |
```

Rules: every metric needs a number, use before/after format, lead with the most impressive metric, one line per metric.

### Challenge Section

Paint the "before" picture so the results hit harder.

1. Set the scene -- who is the client and their situation (2-3 sentences)
2. Name the specific problem (1-2 sentences)
3. Show what they tried and why it failed (1-2 sentences)
4. Quantify the business impact (1-2 sentences with numbers)

Rules: name the client contact and role, include at least one failed previous attempt, end with a quantified pain point, write in third person past tense.

### Solution Section

Walk through what was done step by step. Vague solutions do not build confidence.

1. High-level approach in one sentence (the "what")
2. Step-by-step breakdown with named phases (the "how")
3. Key decisions that made the approach work (the "why")

Example structure:
```
**Phase 1: Audit and Strategy (Week 1-2)** -- reviewed all accounts,
analyzed competitors, identified 3 content pillars
**Phase 2: Brand Voice System (Week 3-4)** -- created voice guide,
visual templates, 30 caption frameworks per location
**Phase 3: Content Calendar (Week 5-6)** -- 90-day calendar, 4 posts/
week/location, each mapped to a pillar and format
**Phase 4: Managed Execution (Month 2-4)** -- produced all content,
monthly reviews, trained in-house team for handoff
```

Rules: break into named phases with timeframes, mention specific deliverables and frameworks, show logic behind decisions.

### Results Section

The most important section. Every metric gets a before/after comparison.

1. Lead with the headline result
2. List all secondary results with before/after numbers
3. Include one unexpected win if available

Format each result as: **bold metric name + number on same line**, then 1-2 sentences of context. Example:

```
**Social Engagement: +215%**
Average rate across all 12 locations went from 1.2% to 3.8%.

**Booking Inquiries: 340 in 3 months**
First time tracking social-to-booking attribution via UTM codes.

**Content Production Time: 20 hrs/week down to 6 hrs/week**
Templated system reduced coordinator workload by 70%.
```

**EVERY result must have a number.** "Improved engagement" is not a result. "+215% engagement" is a result.

### Testimonial Quote

Format as a pull quote:

```
> "We finally look like a unified brand instead of 12 separate
> hotels posting whatever they feel like."
>
> -- **Rachel Torres**, VP of Marketing, Greenfield Hotels
```

Rules: 1-3 sentences, include name/title/company, paraphrased quotes use "According to [Name]..." format, skip entirely if no quote exists -- **NEVER fabricate quotes**.

### Call to Action

One CTA connecting the case study results to the user's service:

```
**Ready to build a social media system that drives real bookings
for your hospitality brand?** [Contact us](your-link-here)
```

Rules: reference the specific result type, one CTA only, ask the user for their preferred link, use `[your-link-here]` if none provided.

---

## Phase 4: Deliver

1. **Filename:** `[client-name]-case-study.md` (e.g., `greenfield-hotels-case-study.md`). Use user's path if specified, otherwise current working directory.
2. **Write** the complete case study using the Write tool.
3. **Confirm:** "Your case study for [Client] has been saved to [path]. The document is [word count] words in [format] format with [X] quantified results."
4. **Offer derivatives:** "Would you like a short-form version (300-500 words) for emails, social, or pitch decks?"
5. **Suggest placements:** website case study page, embedded in proposals, sales email attachment, LinkedIn article or carousel, pitch deck slide, leave-behind PDF.

---

## Example 1: Marketing Agency -- E-Commerce Revenue Growth (Long-Form)

**User says:** "I want to write a case study about Thornberry Goods, an e-commerce candle brand. They were doing $12K/month with no paid ads and a basic Shopify store. We redesigned the store, ran Facebook and Instagram ads, and set up email automations. After 6 months they hit $52K/month."

**Phase 1 produces:**

```
**Client:** Thornberry Goods (E-commerce, handmade candles, DTC)
**Contact:** Jake Thornberry, Founder
**Before:** $12K/month revenue, no paid ads, basic Shopify template,
no email list. Jake handling everything himself. Plateaued for 8 months.
Tried boosting Instagram posts ($200/month) with no return.
**Solution:** Store redesign, Facebook/Instagram ads, email automation
flows (welcome, abandoned cart, post-purchase), monthly reporting.
**Timeline:** 6 months
**Results:**
- Revenue: $12K/month to $52K/month (340% increase)
- ROAS: 4.2x on paid ads
- Email revenue: 28% of total (from 0%)
- Conversion rate: 1.1% to 3.4%
- Email list: 0 to 8,200 subscribers
**Quote:** "They completely changed my business. I went from wondering
if I could keep the lights on to hiring my first two employees."
```

**Phase 2:** Headline: "340% Revenue Growth for a Handmade Candle Brand in 6 Months." Snapshot: 4 metrics. Challenge: plateau, failed boosted posts, one-person operation. Solution: store redesign, ad strategy, email flows. Results: all 5 metrics with before/after. CTA links to e-commerce growth services.

**Phase 3:** Full long-form case study, approximately 950 words.

**Phase 4:** Saved to `thornberry-goods-case-study.md`. Offered short-form derivative for social media.

---

## Example 2: Web Designer -- Local Bakery Online Orders (Short-Form)

**User says:** "I redesigned the website for Rise & Shine Bakery. They had an old WordPress site with no online ordering. I built them a new site with an order form and their orders went up 85% in the first month. Can you make this a short case study for my portfolio?"

**Phase 1 produces:**

```
**Client:** Rise & Shine Bakery (Local bakery, single location)
**Contact:** Maria Chen, Owner
**Before:** Outdated WordPress site, no online ordering. Customers
called or walked in. Losing weekend catering orders to competitors.
**Solution:** Complete redesign with online ordering, updated menu
with photos, mobile-responsive, Google Business Profile optimization.
**Timeline:** 3 weeks
**Results:**
- Online orders: 0 to 47/week (85% total order increase)
- Weekend catering inquiries: +120%
- Phone orders: -40% (shifted to online, freeing staff)
**Quote:** "I used to spend half my morning answering the phone
for orders. Now they come in while I sleep."
```

**Phase 2:** Short-form format, approx. 400 words. Headline: "85% Order Increase for a Local Bakery in 30 Days." Snapshot: 3 metrics. Compressed challenge/solution/results.

**Phase 3:** Full short-form case study with headline, snapshot table, challenge, solution, results, pull quote from Maria, and CTA linking to web design portfolio.

**Phase 4:** Saved to `rise-and-shine-case-study.md`. Suggested placement on portfolio page and as PDF for proposals.

---

## Anti-Patterns

**NEVER do these when writing case studies:**

- **DO NOT include results without numbers.** "We improved their social media" is not a result. "+215% engagement and 340 booking inquiries" is a result.
- **DO NOT use the client's name without explicit permission.** Always confirm in Phase 1. If not granted, anonymize (see Recovery).
- **DO NOT write vague solutions.** "We helped them improve their marketing" is meaningless. Specify deliverables, frameworks, and quantities.
- **DO NOT skip the "before" picture.** Results without context are not persuasive. If revenue went from $12K to $52K, the $12K matters as much as the $52K.
- **DO NOT fabricate or embellish results.** Only include verifiable metrics. Push for real numbers; label estimates clearly.
- **DO NOT write without problem-solution-result structure.** A chronological project diary is not a case study.
- **DO NOT use first person in the body.** Third person throughout ("the team delivered" not "we delivered"). First person is acceptable only in the CTA.
- **DO NOT bury results.** Snapshot box goes immediately after the headline -- numbers visible within 5 seconds.
- **DO NOT include irrelevant details.** No project management tools, meeting counts, or internal process. Only details that explain WHY results happened.
- **DO NOT exceed word limits.** 1,200 max for long-form, 500 for short-form. Longer is not more persuasive.

---

## Recovery

### No Measurable Results Available
1. Ask: "Did the client mention what changed? Even 'we are getting more calls' or 'our team saves hours' counts."
2. If still nothing: "Can you estimate? Roughly how many more leads per month compared to before?"
3. After 3 attempts with no numbers: **Stop.** "A case study without measurable results will not be persuasive. I recommend asking the client for 2-3 metrics before we write this. Would you like me to draft a quick email requesting the data?"

### Client Wants to Remain Anonymous
1. Replace company name with a descriptor: "a 12-location hotel chain in the Pacific Northwest"
2. Replace contact name with role: "the VP of Marketing"
3. Keep all metrics and quotes (attributed to role, not name)
4. Note: "If the client later approves attribution, I can update with their name and logo."

### Multiple Projects for the Same Client
1. Ask: "Which project had the strongest measurable results? That should be the primary case study."
2. If multiple are needed, consolidate under an "ongoing partnership" case study with combined results.
3. Stay focused on outcomes -- do not write a project history.

### Vague Problem Description
1. Ask: "What was happening in their business because of this? Losing customers, missing leads, falling behind competitors?"
2. Ask: "What triggered them to reach out? Something changed -- a bad month, competitor move, growth goal they missed."
3. After 3 attempts: use role-based industry pain points ("Most bakeries without online ordering lose 15-20% of catering revenue to competitors who make it easier").

### Three Revision Attempts Fail
1. Pause: "Can you point to a case study you have seen with the tone or structure you want? I can model the next draft on it."
2. If no reference: "Would it help to start with just the results section and build outward? Sometimes the metrics tell us what the story should be."

### File Write Fails
1. Report the error.
2. Present the complete case study as formatted text in chat.
3. Offer to retry with a different path.
**If 3 write attempts fail, stop and present in chat.** "I was unable to save the file. The complete case study is above -- you can copy it directly."

---

## Pre-Delivery Checklist

- [ ] Headline contains a number and follows "[Result] for [Client Type] in [Timeframe]"
- [ ] Snapshot box has 3-4 metrics, each with a number
- [ ] Challenge includes a failed previous attempt or quantified pain point
- [ ] Solution is broken into named phases with timeframes
- [ ] Every result has a before/after number
- [ ] Client quote is real (not fabricated) and properly attributed
- [ ] CTA references the specific result type from the case study
- [ ] Client name/company correct throughout (or properly anonymized)
- [ ] No vague language ("improved," "enhanced") without a number
- [ ] Word count within format range
- [ ] Written in third person (except CTA)
- [ ] No irrelevant project details