Case Study

Course & System Launch
2021-23

$58k

First-Week Course Launch

$104k

In First Six Months

+85k

Increase in Instagram Followers

PedsDocTalk

Dr. Mona, founder of PedsDocTalk, Dr. Mona had a large, engaged audience without a working revenue engine. I partnered with her to build a repeatable, scalable model for course sales.

Team & Partners: Founder, copywriter, developer, video team, graphic designer, ads specialist, diversity consultant.

Deliverables

Strategy

Brand and page design

Resource landing pages

Conversion paths

Email lifecycle

Social kits

Reporting snapshots

Creative leadership

The Project

My Role & Leadership

I owned strategy, creative direction, and the end to end launch system. I set clear checkpoints, established file standards, guided cross functional partners, and kept the team aligned on brand and on time.

  • Positioning and messaging framework

  • Offer design and pricing strategy (starter course first)

  • Funnel architecture (opt-in, nurture, webinar, offer)

  • Art direction across site, ads, webinar, and email

  • Analytics cadence to inform fast optimization

The Challenge

Demand was high but the business engine did not exist. No clear product, no brand standards, no conversion path. We needed a low friction route to first purchase and a repeatable system the team could run again.

  • New course with no historical sales data

  • Manual processes and limited team bandwidth

  • Need to monetize without eroding trust with the audience

The Solution

A three phase plan that moved from insight to launch, then into optimization. Each phase paired strong creative with simple systems the team could maintain.

Phase #1

Insight & Strategy

Audience research, problem/promise, value prop, success metrics; creative routes and leadership alignment; launch goals and budget.

Phase #2

Foundations

Brand identity + social toolkit; website architecture; sales page + checkout; email systems and core templates; analytics setup.

Phase #3

Launch & Growth

Webinar + ads strategy; full creative production (ads, social, webinar deck, email sequences); QA and live optimizations; post-launch iteration plan.

Metrics & Optimization

We tracked a small set of signals across the conversion path. Opt in rate, cost per lead, sales conversion, and early churn indicators. These readouts guided ongoing optimization so we could refine creative and copy without guesswork.

Results

  • $58k in first-week course revenue

  • $104k within 6 months (zero to sustaining revenue)

  • +85k followers, improving trust and lowering CAC for future launches

  • Reusable launch toolkit that accelerated subsequent releases

  • Cultivated a highly engaged online community via Facebook.

"It's been almost a month since we launched and feedback has been great so far. I can't express how grateful we are to this amazing team we have. We are so happy the course is out there and people are enjoying all the information and community that has come along with it!"

Dr. Mona Amin, PedsDocTalk

Lessons Learned & Reflections

Clarity came first: a single promise, consistent tone, and a low-friction path to buy. Strong brand foundations plus decisive execution and simple KPI readouts kept the team aligned and on time.

Explore

Deliverables & Design

Want to see the system under the hood? Explore the brand kit, page designs, webinar deck, ads, and course platform that kept everything moving.

Art Direction that raises the bar

If you need an Art Director who can lead creative and build the systems that scale, let’s connect.

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