White Paper
The Creative Women’s League is looking to convert followers on social media into paid customers. They will be utilizing Patreon to offer tiered subscription levels with different content offerings at the various levels. The Campaign that will be driving these conversions is titled “How Do You Create?” The focus of the campaign will revolve around new creative content that focuses on community members of The Creative Women’s League and what their creative process consists of. The goal of the campaign is to convert 20% of all followers across social media into paid subscribers by the end of March 2019. The primary target market for this campaign will be women with at least a high school education, ages 27-32, who make $45,000-$80,000 per year.
Buyer Persona:
Holly Smith is a 32-year-old woman from Charlotte, North Carolina. Holly wants to start selling her crochet pieces online. She is married with two kids (a 2-year-old and a 4-year-old) and has been a stay-at-home mom for the last four years. Her husband works a typical office job Monday through Friday from 9am-5pm and makes $65,000 annually. Holly has wanted to start making more money, so they can pay off their mortgage sooner. Holly does not have a college education but has grown up sewing and making crafts as a hobby. Holly uses Pinterest and Instagram to get new ideas for her projects. She’s heard of Etsy but has never used it to sell anything before. They love the area they live in but would like to eliminate debt, so they can use their money to focus more on leisure activities. Holly wants to start augmenting the family income right away but isn’t sure where to start or how to get people’s attention online.
Competitive Analysis:
A quick Google search of “Learn Instagram” turned up several competitors. Lynda.com offers several courses on Instagram for business. Sue Zimmerman has a similarly titled “Hype Your Brand on Instagram” course. Jenna Kutcher’s course entitled “The Instagram Lab” and Jasmine Star’s Insta 180 are all courses dedicated to helping businesses and entrepreneurs better leverage Instagram to grow their following and strengthen their brands. Instagram itself even offers tips for businesses. Udemy offers an Instagram marketing class that has been enrolled in 5,246 times.
Of those classes, the closest one to The CWL’s would be Sue Zimmerman’s “Hype Your Brand on Instagram”. This class offers insights on how to set goals, prepping visuals, creating a curated look, optimizing content for Instagram’s algorithm, utilizing stories, and hashtag research. The 20-part video series allows for online and offline viewing, synching across multiple devices, and lifetime access to the course once it’s paid for.
Instead of a Student-teacher relationship, The CWL hopes to establish a more creative community feel where anyone can contribute and be a part of the process. Showcasing how the community creates and engaging with the audience is a core value to the Creative Women’s League. This Capstone will be a testament to that belief as it is entirely focused around Toney’s followers and make them feel even closer to the brand than they were before.
Research Brief:
What content does the audience of the Creative Women’s League engage with?
Who does the CWL need to leverage most in their content?
When is the CWL’s audience engaging with content?
On what platforms is the CWL’s audience likely to engage with content?
What types of projects would the CWL’s audience like to see featured?
