CourseCraft is an online course building platform for creatives. 

I was brought on to help CourseCraft overcome their growth plateau by optimizing their on-boarding email sequence for free trial users and developing a more robust audience engagement framework.

Deliverables:

Buyer & Brand Personas
Brand Voice Guidelines
Home Page rewrite
Onboarding email strategy & optimization
Content marketing strategy
Content audit
Editorial calendar planning & supervision of blog re-launch
Facebook group strategy, launch and content creation

Phase 1: Persona Building and Brand Voice Guidelines 

Using customer interviews and researching social media postings and online communities for creative professionals, I developed a more targeted customer persona. 

BEFORE: Here's the original homepage. The founders noticed that people were signing up for free accounts, but never creating or launching a course.  

Although there was an in-app tutorial to walk users through the features, they had no onboarding email sequence to motivate users to get started on launching their first course. 

DURING: I created a wireframe in Balsamiq mirroring the original home page template, since the client had just redesigned it and didn't want to have to make drastic (and costly) design changes.

AFTER:  

 Here are the rewritten home page sections after positioning ease-of-use as their USP and making money and helping people by teaching their passion as the chief benefits. 

After launching the new home page copy and onboarding email campaign, I focused on content marketing strategy. 

We relaunched the CourseCrafting blog as a Medium publication and created a Facebook group for course creators. I planned the editorial calendar and recruited and managed contributing writers.

We also launched a YouTube channel with course-building tips, tutorials, and tips on running a creative business.