The course is a multi-month wellness program blending pre-recorded teaching, live sessions, and an ongoing community space. I’ve helped with marketing for this course across a couple of launches. This case study looks at the year I stepped into a more hands-on strategic role: setting the narrative, building out the systems, and taking ownership of the full campaign arc rather than executing within someone else’s plan. The result was 121 students enrolled, a record high, with 90K in projected revenue and a launch that was planned ahead of time, instead of pieced together at the last minute.
Course Overview
- Industry: Wellness
- Demographic: Women 35-54, United States
- The Client: A pioneering voice and trusted figure in herbalism and ecology.
- The Offer: A multi-month online program mixed with pre-recorded sessions, live help, and an engaging community space.
- Price: $$$
💡 Challenges
Finding new prospects is a challenge that comes up every year, and last year enrollment hit a record low.
Competition is rising too, largely from her own former students. Younger, social-native figures now competing in a field she helped pioneer.
On top of that, broader economic pressure (rising costs, general instability) has made personal growth a harder sell, with colleagues reporting soft enrollment across the board.
🎯 Goals
Enroll at least 100 students, and get the pre-launch webinar as full as possible, since that’s the moment that makes or breaks the whole campaign.
Keep social and email performance growing, since finding new prospects every year depends on it.
Shift away from the last-minute, reactive execution I’d inherited from the previous agency, where emails were still going out the day of, and get to a fully prepped, low-stress launch instead.
Scope of Work
📝 Strategy
Strategy started with setting the overall launch narrative and campaign arc. The story the whole month-long launch would tell.
From there, I sequenced the channels, figuring out what would lead, what would support, and what would close (with email almost always closing).
I built out a timeline with deadlines around the most critical campaign moments, since deadlines are what actually drive sales.
And because there was nothing like this in place before, I built an analytics system to track conversion benchmarks, so we’d have real numbers instead of gut feelings going forward.
I planned and scheduled the entire email campaign calendar, and wrote every single launch email myself, tailored specifically for a values-driven audience that’s spiritual, mature, and sensitive to being marketed to.
Since the client’s a published author, it was important to preserve her voice and storytelling rather than flattening it into generic marketing copy.
I also implemented audience segmentation throughout, so people were getting emails relevant to them instead of one blanket send to the whole list, which helped keep open and click rates strong all the way through.
📱 Social Media
Built a launch-specific social media strategy from scratch. Throughout the rest of the year we kept a light, budget-conscious cadence of about once post a week, then scaled up to three times a week during the launch window itself.
Community engagement was a priority the whole way through, not just posting and moving on.
I also planned and ran both organic and paid support, with paid mostly there as a safety net. The organic strategy carried most of the weight on its own.
👯♀️ Affiliates
Strategized the affiliate outreach, including copy-and-paste emails the client could send to invite people.
Built the affiliate portal page with everything they needed to promote easily: sample emails, social posts, graphics, their tracking links.
Handled affiliate tech support when issues came up, and developed the activation strategy for keeping them engaged throughout the launch.
The Results
💸 Enrollment and Revenue
- 121 students enrolled, a record high up 78% YoY
- $90k total projected gross revenue
- 67% increase in affiliate sales
- No early bird extension needed
🎥 Webinar
- 2,600 registered, a record high
- 511 live attendees, up 35% YoY
- 14.9% attendee to enrollment rate
- 2.9% registrant to enrollment rate
- 50% average open rate across the full launch sequence
- 5% average click rate across the full sequence
- Top email 71.8% open rate, 29.7% click rate
💻 Social Media
- 163%+ increase in views YoY during launch period
- Record performance 2 months in a row
- Best-performing organic post ever
- Webinar lead magnet ad at $0.76 per registrant
Key Takeaways
Results like these come down to strategy, execution, and storytelling. Knowing what’s going to happen and when, actually doing it well, and making it all feel like one cohesive journey for the audience.
Copywriting crafted with high intention is what reflects authority for thought leaders. The approach has to stay authentic, too, since values-driven audiences spot generic marketing instantly and push back. This crowd doesn’t like being rushed, so even “enrollment closes tonight” has to be delivered gracefully.
Community comes from staying in the conversation and treating the audience as participants, not just people being broadcast to.
Repeatable growth comes from actually measuring results to see what worked and what didn’t. Before this, there was no tracking in place at all; now there’s real data to predict and plan for next year.