PROJECTS
Clay Coast Studio
OVERVIEW / 01
*This is a fictional brand to showcase work*
Clay Coast Studio is a pottery studio & small cafe located in San Diego, CA with a relaxed and fun vibe. The studio’s atmosphere focuses on coastal decor with music playing from local artists with even a few free refreshments like herbal teas and light snacks.
First, I wanted to identify what it is that the studio mainly focuses on for revenue streams which looks mostly pottery class based. There are a few other revenue streams, but from what I could tell, classes are definitely the main focus.
Revenue Streams:
Classes
Beginner wheel class (most popular)
Intermediate wheel class
Advanced wheel class
Open Studio
Private Parties
Clay Sales
Cafe Sales
Retail Ceramic Mugs
PROBLEM / 02
With the beginner class seeming to be the most popular and the most class times, my first thoughts to increase revenue from email is customer retention. The students have to come back to pick up their pieces 3 weeks after their class, so that does help stay at top of mind. However, this doesn’t get people to sign up for another class, such as the intermediate class.
SOLUTION / 03
The best way to get more class sign ups after the initial beginner’s class would be to set up an automation that starts 3 days after the class with the following timeline:
3 Days After Class - Automate an email sent to them about 2 days after they take the beginner class
The purpose is to thank them and let them know that the intermediate class exists and for them to start thinking about if they would like to do the next class while it’s still fresh on their minds. Maybe throw an incentive their way too.
I want to keep it light, fun and friendly. I feel like the brand can really lean on the beach vibe and their local community.
2 & 3 Weeks After Class - Automated email set up as a reminder to pick up their pieces when it gets close and another when they are ready
5 Weeks After Class - Automated email for Intermediate class sign ups
Keeping it top of mind and pushing a little harder on the sign up CTA
8 Weeks After Class - Automated email keeping Clay Coast top of mind
At this point I don’t want to hard sell a class. I want to focus on the community. I want to do this because seeing photos of others taking the classes and having them remember the fun that they had will make them more inclined to sign up in the long run than a hard sell would.
Implementing these steps definitely sees people returning for the next class. People get wrapped up in their day to day and most of the time need to be reminded of the fun they had at the pottery class. The timeline and messaging are the perfect frequency by not being too pushy but staying top of mind for a fun and creative outlet for a brief escape from the stresses of day to day life.
Programs Used:
Klaviyo
Email design & automation
Zapier
Automation between scheduling tool and email marketing software
Frequently Asked Questions
FAQ / 05
What is your pricing model?
I use a revenue-based pricing model for the majority of my work! The main reason for this is because when working with clients that want to be very intentional about where their marketing budget is going, it makes sure that they will only pay when they get paid.
