Mega Course Campaign - January 2025
Converting Community to Course Participants
Campaign Goal: Fill January Happiness Course seats with 50+ participants, demonstrating professional conversion systems work
Timeline: December 22, 2024 - January 31, 2025 (40 days)
Campaign Overview
The Opportunity
Perfect Storm for Conversion: - Post-WMD Momentum: 100+ warm leads from December 21 event - New Year Timing: January = wellness commitments, fresh starts - Built Community: Weekly meditation attendees seeking deeper practice - Proven System: WMD demonstrated infrastructure works
Strategic Objectives
- Primary: Achieve 50+ Happiness Course registrations (vs. <200 yearly baseline)
- Secondary: Generate $15,000+ course revenue (sustainability proof)
- Tertiary: Demonstrate conversion systems work (CRM, follow-up, intro talks)
- Foundation: Establish repeatable course-filling model for future
Target Audience Segmentation
Tier 1: WMD Participants (Hot Leads - 75+ contacts)
Profile: - Attended December 21 global meditation - Experienced Art of Living introduction - Provided contact info - Already engaged with community
Conversion Strategy: - Personal follow-up (phone calls for highly engaged) - Priority intro talk invitations - Early-bird discount - "Continue your journey" messaging
Expected Conversion: 10-15 registrations (13-20%)
Tier 2: Weekly Meditation Attendees (Warm Leads - 30+ active)
Profile: - Regular weekly meditation participants - Building relationship with community - Seeking deeper practice - Trust already established
Conversion Strategy: - In-person intro talk invitations (at weekly sessions) - Personal testimonials from course graduates - "Next step in your practice" positioning - Friends-and-family discount (bring a friend)
Expected Conversion: 10-15 registrations (30-50%)
Tier 3: Past Contacts & Graduates (Existing Network - 50+ contacts)
Profile: - Previous intro talk attendees (didn't convert) - Course graduates (re-engage for advocacy) - Newsletter subscribers - Past event participants
Conversion Strategy: - Re-engagement campaign ("New year, new you") - Graduate activation (bring friends, get incentive) - "Fresh start" January messaging - Testimonial/referral requests
Expected Conversion: 15-20 registrations (30-40% of graduates bring friends)
Tier 4: Cold Outreach (New Audience - Unlimited)
Profile: - Property manager contacts (existing list) - Community partnerships (libraries, Busboys & Poets) - Social media followers - Neighborhood outreach
Conversion Strategy: - Direct intro talk invitations - Wellness positioning ("Start 2025 stress-free") - Science-backed benefits framing - Low-commitment intro (free educational session)
Expected Conversion: 10-15 registrations (5-10% of intro attendees)
Conversion Funnel Architecture
Stage 1: Awareness (Week 1-2: Dec 22 - Jan 5)
Goal: Every warm lead knows about January course
Tactics: - WMD follow-up email mentions course - Weekly meditation announcements - Social media posts (wellness, New Year themes) - Email blast to all contacts - Property manager outreach with course info
Success Metric: 200+ people aware of January course offering
Stage 2: Interest (Week 2-3: Dec 29 - Jan 12)
Goal: Convert awareness to intro talk attendance
Intro Talk Schedule: - Option 1: Late December (Dec 28 or 29) - Option 2: Early January (Jan 4 or 5) - Option 3: Mid-January (Jan 11 or 12)
Multiple sessions to accommodate schedules
Intro Talk Strategy: - 90-minute educational session - Science-backed benefits (Stanford SKY research) - Testimonials from graduates - Q&A session - Course details and early-bird pricing - Low-pressure invitation
Target: 60+ intro talk attendees across all sessions
Success Metric: 40% of WMD leads attend intro talk
Stage 3: Consideration (Week 3-4: Jan 6 - Jan 15)
Goal: Move intro talk attendees to registration decision
Follow-Up After Intro Talk: - Day 1: Thank you email with course details - Day 3: FAQ document (address common objections) - Day 5: Early-bird deadline reminder (create urgency) - Day 7: Personal phone call for highly engaged
Objection Handling: - "Too expensive": Payment plan, early-bird discount, value framing - "Not enough time": Time commitment clarity, "investment in yourself" positioning - "Not sure if it's for me": Testimonials, money-back guarantee if applicable - "Want to think about it": Limited seats, early-bird deadline, "fresh start" timing
Success Metric: 50% of intro talk attendees register or schedule follow-up conversation
Stage 4: Registration (Week 4-5: Jan 13 - Jan 25)
Goal: Close registrations and prepare for course delivery
Conversion Tactics: - Early-Bird Deadline: Jan 15 (create urgency) - Limited Seats: "Only X spots left" (scarcity if true) - Payment Plans: Break $300 into installments if needed - Group Discount: Bring a friend, both save $50 - Final Push: Personal outreach to fence-sitters
Registration Process: - Simple online form (Google Forms, Eventbrite, or course platform) - CRM automatic updates (track conversion source) - Immediate confirmation email - Payment processing (Venmo, Zelle, Stripe) - Pre-course communication sequence
Success Metric: 50+ confirmed registrations by Jan 20
Stage 5: Pre-Course Engagement (Week 5-6: Jan 20 - Course Start)
Goal: Ensure high show-up rate and participant readiness
Pre-Course Communications: - Welcome email with course details - What to bring, what to expect - Facilitator introduction - Participant WhatsApp/GroupMe community - Reminder sequence (7 days, 3 days, 1 day before)
Community Building: - Create course cohort group chat - Share participant introductions - Build excitement and anticipation - Address last-minute questions
Success Metric: >90% show-up rate on Day 1
Campaign Timeline (Week-by-Week)
Week 1: Post-WMD Follow-Up (Dec 22-28)
Primary Focus: Immediate WMD lead nurture
Actions: - Send WMD thank you email (mention course) - Survey WMD participants (gather feedback + re-engage) - Weekly meditation invitation (Dec 23) - Course announcement email to all contacts - Social media posts (New Year wellness themes)
Deliverables: - 3 email sends (WMD thank you, course announcement, weekly meditation invite) - 5+ social media posts - Intro talk #1 scheduled and promoted
Week 2: Intro Talk Launch (Dec 29 - Jan 4)
Primary Focus: Convert awareness to intro talk attendance
Actions: - Intro Talk #1 execution (Dec 28 or 29) - Immediate follow-up to intro talk attendees - Second intro talk scheduled (Jan 4 or 5) - Weekly meditation (Dec 30) with course mention - Property manager outreach blast
Deliverables: - 2 intro talks executed - 60+ intro talk attendees cumulative - Follow-up sequence initiated
Week 3: Conversion Push (Jan 5-11)
Primary Focus: Move intro talk attendees to registration
Actions: - Personal phone calls to highly engaged leads - Early-bird deadline announcement (Jan 8) - Third intro talk (Jan 11 or 12) - Weekly meditation (Jan 6) with testimonials - FAQ document distribution
Deliverables: - 20+ registrations secured - All intro talk attendees followed up - Payment plan options clarified
Registration Economics
Pricing structure to incentivize early commitment
Early Bird (Through Jan 8): - Standard: $275 (save $25) - Student/Senior: $225 (save $25) - Payment plan available: 2 payments of $150
Regular Pricing (Jan 9-15): - Standard: $300 - Student/Senior: $250 - Payment plan: 2 payments of $160
Week 4: Final Push (Jan 12-18)
Primary Focus: Close remaining seats
Actions: - Early-bird deadline countdown (Jan 13, 14, 15) - "Limited spots left" messaging (if applicable) - Personal outreach to fence-sitters - Graduate ambassador activation (bring friends) - Final intro talk option if needed
Deliverables: - 50+ total registrations confirmed - Payment processing complete - Course logistics finalized
Week 5: Pre-Course Prep (Jan 19-25)
Primary Focus: Ensure high show-up rate
Actions: - Welcome email sequence - WhatsApp/GroupMe community setup - Course materials preparation - Facilitator coordination - Venue/logistics confirmation
Deliverables: - All participants welcomed and engaged - Course cohort community active - 90%+ expected attendance
Week 6: Course Delivery (Jan 26-31+)
Primary Focus: Exceptional course experience
Actions: - Daily reminders and engagement - In-course community building - Collect testimonials and feedback - Identify potential volunteers/advocates - Plan post-course follow-up
Deliverables: - 50+ participants complete course - 90%+ satisfaction rate - Testimonials and social proof captured - New volunteer/advocate pipeline
Intro Talk Strategy (Critical Conversion Point)
Purpose of Intro Talk
Not a Sales Pitch: - Educational session about stress, breath, and mind-body connection - Introduction to SKY breathing techniques (overview, not full teaching) - Scientific backing (Stanford research, health benefits) - Testimonials from graduates (authentic stories)
Create Informed Decision: - Clear explanation of course format, time commitment, investment - What makes Happiness Course different from meditation apps - Q&A to address concerns and objections - Invitation to register (not high-pressure)
Intro Talk Format (90 minutes)
Opening (15 min): - Welcome and icebreaker - "Why are you here?" quick share - Set context: Stress in modern life
Education (30 min): - Science of stress and breathing - SKY technique overview (research, benefits) - How it works (mechanism, not full instruction)
Testimonials (15 min): - 3-4 graduates share authentic stories - Different perspectives (professional, parent, student, etc.) - Focus on tangible outcomes (sleep, stress, clarity, relationships)
Course Details (15 min): - Format and schedule - What to expect each day - Time commitment and logistics - Investment and value framing
Q&A (10 min): - Address questions and concerns - Normalize common objections
Invitation (5 min): - Registration details - Early-bird pricing and deadlines - "We'd love to have you" (warm, not pushy)
Post-Intro Talk Follow-Up Sequence
Day 1 (Same day or next morning): - Thank you email - PDF summary of course details - Registration link - Testimonial links/videos
Day 3: - FAQ document addressing common objections - Payment plan information if applicable - "Still have questions? Let's chat" invitation
Day 5: - Early-bird deadline reminder (if within window) - Social proof: "X people have already registered" - Personal story or testimonial
Day 7: - Phone call for highly engaged leads - Final check-in: "What would help you decide?" - Personalized objection handling
Messaging & Positioning
Wellness-First Language (Public-Facing)
DO Use: - "Science-backed breathing techniques" - "Stress relief and mental clarity" - "Research from Stanford University" - "Community wellness and connection" - "Start 2025 with better sleep and less anxiety"
DON'T Use: - "Spiritual practice" (until they're in the community) - "Ancient wisdom" (sounds mystical, not scientific) - Religious terminology - Overly esoteric language
New Year Themes (January Timing)
Leverage Natural Motivation: - "Fresh start" and "new beginning" psychology - "Invest in yourself" vs. material resolutions - "Sustainable wellness" vs. fad diets - "Inner transformation" vs. external achievements
Example Headlines: - "Start 2025 Stress-Free: Science-Backed Techniques for Mental Clarity" - "This January, Invest in Your Mind: Join the Happiness Course" - "New Year, New You: Learn Research-Backed Breathing for Better Sleep, Less Anxiety"
Value Framing (Course Investment)
Price: $300 (typical Art of Living course pricing)
Value Justification: - "Less than $1/day for a year if practice becomes daily habit" - "Investment in lifelong skill (not one-time service)" - "Includes lifetime access to weekly meditation community" - "Backed by 40+ years of teaching, research from Stanford, Harvard"
Comparison Framing: - Therapy session: $150-200/hour × 4 sessions = $600-800 - Meditation app subscription: $70/year (but passive, not personalized) - Yoga studio membership: $150/month (but movement-focused, not breath-focused) - Weekend wellness retreat: $500-1500 (but short-term, not skill-building)
Budget & ROI
Campaign Budget
Marketing & Outreach: - Email platform (Mailchimp, Constant Contact): $0-50/month - Social media ads (optional): $100-300 - Flyers and materials: $50-100 - Intro talk venue (if not free): $0-200
Systems & Infrastructure: - CRM continuation: $0-50/month - Volunteer management system: $50-200/month - Event registration platform: $0
Course Delivery: - Venue rental: $0-500 (if not at center) - Materials and supplies: $100-300 - Facilitator costs: (varies by model)
Total Campaign Budget: $300-1400
Revenue Projections
Conservative (40 registrations × $300): - Gross Revenue: $12,000 - Campaign Costs: -$700 - Net Revenue: $11,300
Target (50 registrations × $300): - Gross Revenue: $15,000 - Campaign Costs: -$700 - Net Revenue: $14,300
Stretch (60 registrations × $300): - Gross Revenue: $18,000 - Campaign Costs: -$700 - Net Revenue: $17,300
ROI for Infrastructure Investment
Infrastructure Investment (Nov-Jan): - Volunteer management: ~$150/month × 3 = $450 - CRM/Email: ~$50/month × 3 = $150 - Materials: $200 - Total: ~$800
ROI Calculation: - Infrastructure Investment: $800 - Course Net Revenue: $14,300 (target scenario) - ROI: 1,688% (nearly 18x return)
Board Framing: "$800 infrastructure investment generated $14,300 course revenue. Without professional systems, we'd have <$2,000 (historical baseline of <20 participants per course)."
Success Metrics & KPIs
Leading Indicators (Predictive)
Week 1-2: - WMD follow-up email open rate: Target >40% - Intro talk RSVPs: Target 80+ - CRM engagement scores: Track hot/warm/cool distribution
Week 2-3: - Intro talk attendance: Target 60+ - Post-intro-talk follow-up response rate: Target >30% - Early registrations (before deadline): Target 20+
Lagging Indicators (Results)
Conversion Metrics: - WMD → Course: Target 10-15 (13-20%) - Weekly Meditation → Course: Target 10-15 (30-50%) - Intro Talk → Course: Target 30+ (50%) - Overall Campaign → Course: 50+ registrations
Financial Metrics: - Total Revenue: $15,000 target - Cost Per Acquisition: <$30/participant - ROI: >1,000%
Engagement Metrics: - Course show-up rate: >90% - Course completion rate: >95% - Post-course satisfaction: >90%
Risk Management
Risk: Insufficient Intro Talk Attendance
Mitigation: - Over-promote (target 100+ RSVPs for 60+ attendance) - Multiple session times to accommodate schedules - Personal invitations (phone calls, not just emails) - Leverage WMD momentum immediately
Contingency: Add fourth intro talk session if demand is high
Risk: Low Conversion from Intro Talk
Mitigation: - Strong testimonials during intro talk - Clear value framing and objection handling - Follow-up sequence addressing concerns - Personal phone calls for highly engaged leads
Contingency: Extended early-bird deadline if needed to reach target
Risk: Price Objection
Mitigation: - Payment plans (2-3 installments) - Value framing (comparison to alternatives) - Scholarship options for genuine financial hardship - Group discount (bring a friend)
Contingency: Flexible pricing within reason to fill seats
Risk: Registration Procrastination
Mitigation: - Early-bird deadline creates urgency - "Limited spots" messaging (if true) - Personal follow-up for fence-sitters - "Fresh start" January timing (don't wait)
Contingency: Final push week with personal outreach
Risk: Low Show-Up Rate
Mitigation: - Pre-course engagement (WhatsApp community, welcome emails) - Reminder sequence (7 days, 3 days, 1 day) - Personal check-ins for those who seem hesitant - Build excitement and community pre-course
Contingency: Over-register slightly (anticipate 5-10% no-shows)
Integration with Foundational Infrastructure
How Infrastructure Enables Mega Course Success
Volunteer Management System: - Coordinate intro talk volunteers - Manage course logistics and support volunteers - Track volunteer hours and recognize contributions
CRM & Automation: - Segment leads by source and engagement - Automate follow-up sequences - Track conversion funnel metrics - Personalize outreach based on behavior
Communication Platform: - Consistent messaging across all touchpoints - Automated reminder sequences - Pre-course engagement community - Post-course follow-up
Multi-Venue Presence: - Leverage WMD venue partnerships for intro talks - Established community trust from December presence - Access to warm (not cold) leads
How Mega Course Validates Infrastructure Investment
Live Demonstration: - "50+ registrations achieved through systematic follow-up" - "CRM prevented lead loss and enabled personalized outreach" - "Volunteer system coordinated 3 intro talks across 60+ participants" - "ROI: $800 infrastructure investment generated $14,300 revenue"
Board Presentation (February): - Present WMD + Mega Course results together - Show conversion funnel metrics (professional data, not guesswork) - Demonstrate volunteer satisfaction (no burnout) - Request Phase 2 Tier 2 investment based on proven ROI
Post-Course Actions
Immediate Follow-Up (Course completion + 1 week)
Participant Engagement: - Thank you and celebration email - Request testimonials (written, video, social media) - Survey: Course satisfaction and outcomes - Invite to weekly meditation (sustain practice)
Data Collection: - Course completion rate - Satisfaction scores - Testimonial capture - Identify potential volunteers/advocates
Long-Term Nurture (Month 1-3 post-course)
Community Integration: - Weekly meditation invitations (ongoing practice) - Advanced workshops or retreats (upsell opportunities) - Volunteer opportunities (activate new advocates) - Referral requests (bring friends to next course)
Metrics Tracking: - Post-course practice adherence (weekly meditation attendance) - Referral generation (how many bring friends?) - Volunteer conversion (how many join volunteer team?) - Long-term satisfaction (3-month follow-up)
Foundation for Next Course (Course #2, March/April)
Leverage Mega Course Success: - Use January testimonials for next course marketing - Activate January graduates as ambassadors - Repeat successful tactics (intro talk format, follow-up sequences) - Refine based on lessons learned
Repeatable Model: - Quarterly course schedule (Jan, Apr, Jul, Oct) - Each course builds on previous success - Growing graduate base becomes referral engine - Predictable revenue and growth
Measuring Success Against Baseline
Historical Baseline: <200 yearly registrations
Rough Estimate: ~15-20 participants per course, 1-2 courses/quarter
Mega Course Target: 50 registrations
Improvement: 2.5-3x per-course baseline
Annualized Projection (if replicated): - 4 courses/year × 50 participants = 200 registrations - Plus ongoing weekly meditation conversions: +50-100 registrations - Total: 250-300 yearly registrations (vs. <200 baseline)
Board Presentation Framing
"In January 2025 alone, we achieved 50 course registrations—previously our ENTIRE YEARLY baseline. This demonstrates that professional infrastructure enables 2-3x growth per course, setting us on track for 250-300 yearly registrations with sustained effort."
Appendix: Tactical Resources
Email Templates
Template 1: WMD Thank You (with Course Mention)
Subject: Thank you for joining World Meditation Day 🧘
Hi [Name],
What a beautiful experience sharing meditation with you and thousands worldwide on December 21st! We hope you felt the peace and connection that comes from synchronized practice.
We'd love to continue this journey with you: - Weekly Meditation: Every [Day] at [Time] - [Location] - Happiness Course: Starting January [Date] - Learn deeper techniques for lasting stress relief
The Happiness Course is where we teach the full SKY breathing method—the science-backed practice that participants credit with better sleep, reduced anxiety, and greater mental clarity.
[Learn More Button] [Weekly Meditation Button]
Looking forward to seeing you again soon!
With gratitude, [Name] Art of Living DC
Template 2: Intro Talk Invitation
Subject: Start 2025 Stress-Free: Free Intro Session
Hi [Name],
New year, fresh start—but how do you make wellness resolutions actually stick?
Join us for a free 90-minute introduction to the Happiness Course, where you'll learn: - The science of stress and how breath affects your mind - Research-backed techniques from Stanford University - Real stories from people who've transformed their stress, sleep, and relationships
When: [Date & Time] Where: [Location] Cost: Free (no obligation)
[RSVP Button]
This isn't another meditation app or generic wellness class—it's a proven system taught worldwide for 40+ years. Come see if it's right for you.
Questions? Just hit reply.
[Name] Art of Living DC
Template 3: Post-Intro-Talk Follow-Up
Subject: Great meeting you at the intro session!
Hi [Name],
Thank you for spending Saturday morning with us learning about SKY breathing and the Happiness Course!
We loved your question about [specific question they asked]—here's a bit more info: [answer].
As a reminder: - Course Start: January [Date] - Early-Bird Pricing: Register by Jan 15 for $250 (vs. $300) - What's Included: 4-day intensive training + lifetime access to weekly meditation
[Attached: Course FAQ PDF]
Still have questions? Let's chat—just reply to this email or call [phone].
We'd love to have you in the January cohort!
[Name]
Social Media Post Examples
Post 1: Course Announcement (Dec 22)
"✨ Start 2025 with clarity and calm
Join the Happiness Course this January and learn research-backed breathing techniques for: - Better sleep - Less stress - More focus
Backed by 40+ years of teaching and Stanford research.
[Link] Early-bird pricing ends Jan 15"
Post 2: Testimonial (Jan 5)
"'I used to wake up at 3am with anxiety. After the Happiness Course, I sleep through the night and wake up refreshed.' - Sarah, DC resident
Hear more stories and learn about the science behind SKY breathing at our free intro session this Saturday.
[Link] Limited spots available"
Post 3: Urgency (Jan 14)
"⏰ Last day for early-bird pricing!
The January Happiness Course starts in 12 days. Don't wait—invest in yourself this year.
Register by midnight for $250 (saves $50).
[Link]"
Key Success Factors Summary
Top 3 Critical Success Factors:
- Immediate WMD Follow-Up: Strike while leads are warm (within 48 hours)
- Strong Intro Talks: Conversion happens here—testimonials, value framing, Q&A
- Personal Outreach: Phone calls for hot leads make the difference
Infrastructure Enables Success: - CRM prevents lead loss - Automation ensures timely follow-up - Volunteer system coordinates intro talks smoothly - Multi-venue presence provides warm (not cold) leads
Mega Course Validates Investment: - 50+ registrations proves professional systems work - $14,300 revenue demonstrates ROI - Board sees results (not promises) - Foundation for repeatable growth model
Assumptions in This Document
- [A1] WMD produces 75+ qualified leads for follow-up
- [A2] 30+ weekly meditation attendees available as warm leads
- [A3] Two intro talks can be scheduled (Dec 28/Jan 4 or Jan 11/18)
- [A4] 30-40% intro talk to registration conversion is achievable
- [A5] Course fee ~$300 is acceptable (predetermined by larger body)
- [A6] Star teacher availability for January confirmed
- [A7] CRM/automation system operational by course start
See assumptions.md for project-wide assumptions
The Mega Course campaign transforms WMD momentum into sustainable revenue and proves that professional infrastructure isn't overhead—it's the engine of growth.