The Marketing Seminar

Promotional video for seminar

OPPORTUNITY
Most customers want to know what an experience is like and whether it works before buying. We were sprinting towards launch day for the next session of The Marketing Seminar and wanted to address these concerns quickly and effectively. 

SOLUTION
In one flurry of a weekend, I designed, produced, and edited a short video (in Premiere Pro) to help prospective students decide if The Marketing Seminar is right for them. It provides samples of the seminar experience and numerous testimonials from students.

Social media cards for marketing The Marketing Seminar

OPPORTUNITY
We wanted to reach new customers and build buzz around our program, but the social media environment is noisy and cluttered. 

SOLUTION
I proposed and created a set of template options for quick and easy social media cards that are simple, bold, and on-brand.

 

User demographics and survey results (excerpt) for The Marketing Seminar

Website redesign for seminar

OPPORTUNITY
After launching several sessions of The Marketing Seminar with Seth Godin, we were faced with marketing the program to the next group of customers—those who aren’t early adopters. These later adopters are marketers who are more skeptical about whether the program works.

SOLUTION
I proposed redesigning the website to position the site as an approachable, effective learning platform with a vibrant, diverse community. The goal was to welcome, reassure, and heighten FOMO. The original site was text-heavy, with few graphics. With the redesign, I added color, video, photos from students, and featured customer testimonials. I wrote the copy, handled typographic styling, and edited all photos and videos.

Original homepage (before redesign)

Supplemental learning materials for The Marketing Seminar (excerpts)

OPPORTUNITY
An online course has many conveniences, but there’s nothing quite like having some downloadable, printable media to use along the way and keep after the program is over.

SOLUTION
I designed a variety of supplemental assets for print and/or download, including this annotated vocabulary list and activity book. I also made certificates and posters.

 

Print book

OPPORTUNITY
While leading The Marketing Seminar, a 100-day online program by Seth Godin, I wanted to encourage current participants to spread the word about our program and to attract new customers.

SOLUTION
I happened to find a dusty, unpublished book draft by Seth in the office one day. As I read it, I realized it expanded on multiple themes in the program in concise, powerful ways. I proposed turning the manuscript into a print book as an exclusive gift item for customers, and I designed the interior and exterior. Current students were thrilled to be surprised mid-program with a gift that they could share with friends, and we used the book to leverage enrollments for the next session. The book has resonated with the audience, receiving strong reviews on GoodReads.