LEAD TO LAUNCH
Connecting client acquisition, creative direction, and campaign execution
CASE STUDY
CLIENT: Confidential
THE CHALLENGE
After I led the team through a website rebrand in 2016, my client was ready to generate new business. Traditional sales calls and direct outreach were limited by their one-to-one nature, making it difficult to consistently reach and engage new prospects. So I helped develop a marketing funnel that could attract potential clients at scale, demonstrate our value, and create a stronger path from awareness to acquisition.
THE STRATEGY
My team targeted specific geographic markets with personalized social media ads promoting a live webinar. The campaigns targeted potential clients in their own market and drove webinar registrations. For people who engaged with the ads but didn’t register, we used retargeting campaigns to re-engage them and invite them back into the webinar funnel.
I designed the webinar funnel and client acquisition strategy to generate new leads in targeted markets. The webinar served as a key conversion point, introducing leads to the organization, demonstrating its value, and creating a clear path from lead generation and nurturing to client acquisition. After watching the webinar, leads were warmed up through a five-part email sequence and a free product offer.
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Target Audience
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Webinar Funnel
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New Client
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Creative Direction
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Campaign Creation
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Live Launch
Once a lead became a client, I built a structured creative onboarding system to move them from lead to launch. A questionnaire captured their goals, audience, creative preferences, and overall vision, giving our team a clear strategic foundation before creative development began. I then connected each client with the designer, established the creative direction, and guided the feedback, revision, and approval process.
From there, I created a repeatable framework for turning that approved direction into a cohesive marketing campaign. The system connected creative development with launch-ready assets, including custom promotional video, banners, social media graphics, and other campaign materials, ensuring each client had a consistent visual presence across their key marketing touchpoints.
I built the system and templates that connected acquisition, client artwork onboarding, creative development, and launch-ready promotional assets across video, banners, social, and additional campaign materials.
THE RESULT
A repeatable client-acquisition system that generated 500%+ return on ad spend, paired with a creative production system that maintained momentum, streamlined the process, and saved time for both our team and clients.
Targeted Audience → Webinar → New Client → Creative Direction → Campaign → Launch
The process gave the organization a scalable framework for bringing in new business while giving each client a clear, collaborative path with our creative team from their initial vision through a cohesive, launch-ready creative experience.
MY ROLE
Marketing · Art Director · Client Acquisition Strategist