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Art of Living DC - Happiness Course Campaign

Campaign Strategy Overview

Campaign Goal: Attract participants in Washington DC for The Happiness Course (January 2025) and World Meditation Day (December 21, 2024)

Target Demographics: - Mainstream professionals - Mid-age females (35-55) - Washington DC 20009 zip code area

Resources: - 10 in-person volunteers - 20 online volunteers - 30 course graduates available for activation

Timeline: - Campaign Launch: November 20, 2024 - World Meditation Day: December 21, 2024 - Happiness Course Start: January 2025

Two-Channel Strategy

Channel 1: Course Conversion Path

Introduction talks → Educational session about SKY tools → Discount offer → Course signup

Channel 2: Community Building Path

Free weekly meditation → Feel good/stress-free experience → Grow sangha → Casual mention of courses/intro sessions

Campaign Architecture

Phase 1: Nov 20 - Dec 21 (WMD Build-Up)

  • Primary Goal: Build weekly meditation community
  • Secondary Goal: Awareness of WMD global event
  • Tertiary Goal: Plant seeds for January course

Phase 2: Dec 21 (World Meditation Day)

  • Primary Goal: Massive participation in sync event
  • Secondary Goal: Capture contacts for January follow-up

Phase 3: Dec 22 - Jan 10 (Course Conversion)

  • Primary Goal: Fill January Happiness Course seats
  • Secondary Goal: Continue weekly meditations

What Works (Past Success)

  • Word of mouth (highest conversion)
  • In-person intro talks
  • Partnering with like-minded organizations (e.g., World Cultural Festival partnerships)

File Directory

This campaign folder contains: 1. 00-CAMPAIGN-OVERVIEW.md - This file 2. 01-PROPERTY-MANAGER-CONTACTS.md - DC property management contact list 3. 02-SPRINT-EXECUTION-PLAN.md - 5-sprint implementation roadmap 4. 03-48HR-RETENTION-FLOW.md - Participant retention system 5. 04-MESSAGING-TEMPLATES.md - Email/SMS/outreach templates 6. 05-DEMOGRAPHICS-RESEARCH.md - 20009 zip code analysis 7. 06-STRATEGY-MATRIX.md - 5 pathways with likelihood scores 8. 07-METRICS-FRAMEWORK.md - Success tracking and testing plan 9. 08-TECHNICAL-SETUP.md - Tools and infrastructure guide

Next Steps: Review sprint plan (file 02) and start Sprint 0 prep week immediately.