Case Study #4: Inkwell Academic Writing Retreats.
An in-person business that had to strategically implement an online strategy after the pandemic.
The Challenge
InkWell Academic Writing Retreats is a business that generated 100% of its revenue from in-person writing retreats, prior to April 2020. Retreats were on university campuses or during the signature 5-day writing retreat, Composed.
After delivering Composed 4 times, Michelle knew she had a solid product offering. But the effort of putting the pieces together to deliver a seamless experience for clients online was overwhelming.
The Strategy
Michelle first came to The CEO Partner knowing that she had to transition her services online to immediately start generating New Revenue.
We began by mapping out the business customer lifecycle, to see where clients come from and how they are nurtured. To successfully migrate the business online it required an uplevel of systems, like migrating from Mailchimp to Ontraport. This migration would streamline the client experience and create an opportunity to introduce segmented marketing to the business.
After having to cancel all in-person retreats for 2020 it was crucial to create New Revenue for the business. We created a promotional packet that was sent to universities with recommended emails and flyers to spread the word.
In the summer of 2020, it was time to launch an online version of the signature 5-day retreat Composed.
The Results
Within a few weeks we welcomed 24 new retreaters. After the first launch this has become a reliable repeatable revenue stream for InkWell.
We surpassed Michelle’s quarter 1 & 2 revenue goals by creating digital products that provided a seamless user experience.
“She made it possible for me to do the work I feel called to do, exactly when I was feeling particularly vulnerable and uncertain about my business. If you want reliable, knowledgeable, professional support from someone who will let you do what you most want to do, then you should hire her. Now.”
Founder of InkWell Academic Writing Retreats