{"id":1032,"date":"2017-03-21T21:34:46","date_gmt":"2017-03-21T21:34:46","guid":{"rendered":"https:\/\/acupofcontent.com\/?p=1032"},"modified":"2024-03-27T14:00:31","modified_gmt":"2024-03-27T19:00:31","slug":"case-study-offering-a-free-21-day-challenge-part-1","status":"publish","type":"post","link":"https:\/\/acupofcontent.com\/case-study-offering-a-free-21-day-challenge-part-1\/","title":{"rendered":"Case Study: Offering a Free 21 Day Challenge"},"content":{"rendered":"

Case Study<\/h1>\n

What we\u2019re doing: Offering a Free 21 Day Challenge<\/h2>\n

This month we\u2019re sharing with you what we\u2019re doing to grow our membership. We practice what we preach in our membership, so we are doing this as organically as possible. First, let\u2019s start with some fundamentals.<\/p>\n

Our idea: a free 21 day challenge<\/h2>\n

We decided to try a free 21 day challenge to drive our specific audience (entrepreneurs, solopreneurs, startups, photographers, bloggers, small business owners\/marketers) into a funnel toward A Cup of Content\u2019s $30\/month membership.<\/p>\n

We decided on a graphic design challenge, which we called 21 Day Graphic Design Camp<\/a>. We purchased the domain and set up a homepage landing page with registration form on February 6, 2017. The challenge was set to run March 13-April 2, 2017. We opened registrations on February 9\u00a0and closed registrations on March 19. We had 28\u00a0registrations during that time.<\/p>\n

Communication with registrants<\/h3>\n

Registrants were sent an automated follow-up email reminding them to join our private Facebook group for the challenge (see our email here<\/a>). Within 24 hours we sent them an individualized email welcoming them to the challenged and asking them what they were hoping to gain from it. Those who hadn\u2019t requested to join the private Facebook group were reminded and provided a direct link to the group. Out of 28\u00a0registrations and 27 emails sent from February 6\u00a0to March 13, we had 5\u00a0responses (see the responses here<\/a>).<\/p>\n

Membership Special Content leading into the challenge<\/h3>\n

We also decided to double up our membership\u2019s special monthly content for February with this same challenge that we packaged for them as \u201cDesigning Graphics\u00a0for Content\u201d.<\/p>\n

\"designing<\/p>\n

Our members knew that we\u2019d be doubling up this content with the challenge, and 4\u00a0members signed up for the challenge. (This number is included in the total number of registrants noted earlier.)<\/p>\n

Content created for the challenge itself<\/h3>\n

We created a special Pinterest board<\/a> for the challenge that shows all of the examples (plus some extras) we\u2019d refer to during the challenge. We created our own descriptions for each individual pin so that challenge members would know what pins went with what parts of the challenge. We sent emails out every day during the challenge, and we dripped the content throughout the challenge (meaning we released each day instead of all of it at once). We had daily Facebook group posts that correlated to the challenge, and we directed our registrants to share their homework and ask questions on the related day in the Facebook group to keep everything organized.<\/p>\n

Social media insights<\/h2>\n

Since the goal of this challenge is to grow A Cup of Content\u2019s membership, we did not create specific social media accounts for this challenge. Remembering that we started sharing the challenge on February 9, what follows is A Cup of Content\u2019s social media insights before and after the challenge:<\/p>\n