ROCKY NOOK

Sourced the highest number of webinar registrations and live audience attendees, converting 15% of attendees into paid event purchasers

Leveraged the most successful free webinar into funneling

INDUSTRY(S): media and D2C sales and marketing

ROLE(S): copywriter, designer, video producer, and marketing coordinator

TEAM: Scott Cowlin, Publisher of Rocky Nook, Adam Pratt, Partnered Author and Content Creator

I conceived, designed, and launched a publicity and marketing campaign, leveraging free and educational webinar content that functioned as a sales funnel into four viable products:

1. a paid event, $50 retail

2. a book bundle, $34.99 retail

3. a print book, $25 retail

4. an eBook, $19 retail

For first-time author, Adam Pratt, I executed a full-cycle marketing and publicity campaign over the course of two months, promoting a live and free-to-attend educational webinar in preparation for the release of Declutter Your Photo Life. I strategically coordinated his free webinar to tease educational content from his book, and to funnel into four viable products for attendees to purchase.

The target audience for this campaign was men and women in their forties to sixties who use cameras (digital, film, and phone) to capture and archive images to a personal photo library.

My goal was to provide educational value in managing photo archives stress-free, incentivizing webinar attendees to purchase Adam Pratt’s associated book and event products.

Campaign, Webinar, and Sales results:

• 38% Email open rate

• 265 event registrations

• 130 live webinar attendees (typical live attendance is 30% of registration)

• 15% conversion of live audience purchasing author’s paid partner event; $50 pp (an estimated $1K in event ticket sales)

• 25% conversion of live audience purchasing books; $34.99, $25, and $19 retail (an estimated $800 in book sales)