CASE STUDIES
Every project we take on is rooted in message clarity and driven by results. Below are two examples of such work.
Corey + Carrie Reyment
First time course creators who trusted me with messaging strategy, marketing architecture, and product launch.
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Corey and Carrie Reyment built a multi-million dollar real estate wholesaling business from the ground up. The springboard to their success was something called the BRRRR Method of real estate investing.
Using this method, they grew from 1 to 115 rental doors in only 3 years! With a proven track record of success under their belts, they realized their next opportunity for growth was found in course creation.
By selling a course to burgeoning real estate investors, they realized they could get paid to bring in new leads for their wholesaling business.
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The first thing we did was journey through the StoryBrand messaging framework to tool out unique brand scripts for their personal brand, BRRRR for Beginners course, and investor mastermind.
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Next, we worked to refresh their visual branding including a new logo, font standards, and color palette.
Corey and Carrie had a clear vision of what they wanted their branding to look like. I helped them find a pairing of handwritten and sans-serif fonts for their main logo.
From there we landed on an open-source font combination they loved and a color palette they felt was elevated while representing who they are.
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I worked with an outside vendor remotely on the production of a promotional video for Corey and Carrie’s mastermind group.
With their BrandScript as the foundation of the copy for the video script, the video exceeded expectations and helped close sales.
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Since they had never built an online course, they needed help structuring their content in a way that was digestible for their members.
I helped them define their content and lay it out exactly how it needed to be so that their members could start implementing the knowledge immediately.
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Corey and Carrie chose to build their business on the Kajabi platform so that everything was in one pace.
I wrote the copy for their home page and course sales pages, then built it all from scratch.
While the Kajabi platform has surprisingly robust CRM capabilities, the design functionality is a bit lacking. Still we were able to land on a design they loved and that was optimized for conversions.
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To continue building their funnel we needed to create the right asset to capture leads.
We surveyed their content and landed on a high-value asset they called “The Million Dollar Deal Calculator”.
I set it up for them to offer it for free in exchange for someone’s email address. This dropped the new lead into an automated email nurture campaign.
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Email is still the highest-performing tool in a marketer’s tool belt. Using their BrandScript, I wrote an 8-email, automated sequence.
I then scheduled this out on the backend of their Kajabi system. With open rates ranging from 37% to 65%, this sequence nurtured leads from prospect into customer.
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Marketing is all about getting the right information to the right people at the right time.
So I designed their tagging structure and built it out so that the right people got the right message at the right time.
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As the culmination of our work together, Corey held a webinar to launch their BRRRR for Beginners course.
I built the email nurture sequence, scheduled the automations, and leveraged their existing email list of just under 500 contacts.
175 people registered for the webinar and 125 attended.
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Within 60 days of launching their new site and course, their revenue blew past their $34,000 investment on to just north of $50,000 in sales, yielding a net profit of $14,000.
This does not take into account the revenue generated for their wholesaling business from students who went through their course and began purchasing wholesale deals from them.
The Belonging Co Conference 2022
Major event in Nashville, TN that needed a fresh messaging strategy, marketing plan, and creative oversight.
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When I stepped in as The Belonging Co’s Executive Creative Director at the beginning of 2022, marketing for the annual conference was trailing far behind the benchmarks.
I brought vision to the overall marketing strategy and worked with the Communications Director to define a new BrandScript for the conference.
From there, we deployed that messaging strategy across all channels including website, social media, ad copy, and email campaigns.
The result was the biggest conference to that point.
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Th Belonging Co Conference is a truly special event, gathering people from across the globe. However, the messaging and collateral when I stepped in did not tell the story of what the event is like or make give people a compelling reason to register.
So the first thing we needed was a BrandScript for the conference to make the story clear and compelling.
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The very next thing that needed to be done was a complete re-design of the conference website.
With a fresh BrandScript in play, I wrote all new copy for the landing page with a focus on value proposition and casting a vision of what the prospective attendee would experience.
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To bring more leads into the funnel, we contracted an outside vendor to manage our digital ads.
I oversaw the development and execution of the digital ads strategy including top of funnel, middle of funnel, and bottom of funnel campaigns.
Additionally, we deployed the BrandScript in a radio script format that brought greater local awareness to the event.
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The visual branding for the 2022 theme, Holy Water, was already established. However, it was disjointed in its application.
I worked with the design team to make sure the branding was congruent across all aspects of the conference.
This played out in a total of over 2,000 individual assets for the event itself including signage, screens content, merchandise, mobile app design assets, and more.
The result was a cohesive visual experience for the attendees.
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At the 2021 conference, there was a powerful moment that turned into a 6-hour long prayer service where 1,500 people were prayed for and impacted.
I mobilized the team to produce a 7-minute video about that experience. We released the video 3 weeks before the conference and saw an immediate 17% uptick in registrations.
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Email became the backbone of the marketing efforts. I oversaw the development and execution of an email strategy that got the right information to the right people at the right time.
We routinely saw open rates north of 50% with our segmented audiences. And of course, the BrandScript was the foundation of all copy.
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I oversaw the design and deployment of the conference app. Working within the constraints of an antiquated drag and drop builder, we were able to craft a mobile app experience that enabled the attendees access all the information they needed throughout the event.
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The Belonging Co uses Shopify to manage merchandise sales. I set up the Shopfy store for the 2022 conference merch line, connected it to the conference app, and trained the people managing fulfillment.
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I served as executive oversight of the live production teams including audio, lighting/visuals, broadcast video, and music teams.
These teams came together to produce a truly unforgettable experience for all who attended.
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The results of this focused marketing plan were astounding. We exceeded our goal of 2,500 registrants by over 500, ending with 3,099 registrants. This was a growth of nearly 40% from 2021 to 2022.