CASE STUDY
The Online dog trainer
- Email Marketing
- Video Scripts
- Sales Collateral
- Blog Articles
- Email Marketing
- Video Scripts
- Sales Collateral
- Blog Articles
How One High-Ticket Launch Generated 150K in Revenue and over 2K New Leads in 2 Weeks
CHALLENGE
The client had a massive launch on their hands and needed expert insight on how to segment, generate interest, and properly market the Dog Trainer Academy program to a list of over 50,000 dog owners.
More specifically, the client needed help strategizing how to successfully roll out the Dog Trainer Academy, along with help producing result-driven content for pre-launch, post-launch, and during the launch.
Another challenge was this year-long program had never been sold before and it was a high-ticket item (over $5,000) we needed to sell online.
The client’s goal was to enroll 20 students into the Dog Trainer Academy program.
![](https://i0.wp.com/michellesalater.com/wp-content/uploads/2019/12/DTA-LogoLines-HORIZ-Michelle-Salater-1.png?fit=1024%2C313&ssl=1)
SERVICES
Email Marketing
Throughout the launch, I wrote various email sequences to nurture the client’s list of 50,000 plus, as well as sales emails to enroll people into the academy.
Video Scripts
Sales Collateral
Blog Articles
SOLUTION
![](https://i1.wp.com/michellesalater.com/wp-content/uploads/2019/12/Doggy-Dan_1.png?fit=1024%2C683&ssl=1)
To help the client reach the goal of enrolling 20 Dog Trainer Academy students into the program, I developed a comprehensive strategy for building the email list with ideal prospects and then nurturing them.
To accomplish this goal, I established the following objectives:
*Create valuable content that would educate and excite readers about becoming a dog trainer.
*Develop a 5-part video series to capture new leads and encourage dog lovers to follow their passion to become a dog trainer.
*Target keywords in blog content such as “Dog Training Careers” or “Dog Behavior Specialist” to generate increased organic traffic and leads.
*Optimize calls to action to place people in nurture sequences to learn more about the Dog Trainer Academy program.
Another foundational element needed to make the launch a success was to produce copy that converted. I was able to hone in on our client’s voice and communicate the message in a clear and authentic way, without being too salesy.
RESULTS
37 people enrolled in the program--33 within the first 2 days of cart open, the remaining 2 the last day before the cart closed.
The total enrollment generated $149,591 in just over 2 weeks.
The top 3 Dog Trainer Academy focused blog posts generated a total of 3,248 shares over Facebook alone.
Promo emails to the list of dog owners generated an average open rate of 18.6%.
9 Dog Trainer Academy focused blogs generated 2,137 new leads for the program.