• No existing process for developing and producing an online course. This had to be built from the ground up.

• Coordinating and executing course creation on a compressed timeline while running the business's regular in-person operations.

• A minimal marketing budget, ruling out significant paid media spend and requiring the team to lean on existing owned channels.

• A structural conversion barrier unique to this offering: unlike in-person classes, the online course required students to already own (or be willing to buy) their own equipment before they could complete instruction.

• Produce an online class to diversify revenue streams

• Identify an audience willing to make required investment

• Track performance across one month and evaluate efficiency of campaign

• The studio's typical audience; gift-seekers, romantic couples, corporate team-building groups, tourists, and women aged 25–45 seeking self-care experiences, was not well suited to the online course specifically, since most don't own the required equipment.

• The campaign instead targeted aspiring jewelry makers, creative hobbyists, and craft enthusiasts: segments most likely to already own the necessary toolset or be willing to invest in both equipment and instruction.

• Within that segment, the studio's existing monthly email subscriber list — former in-person students and enthusiasts who had opted in voluntarily — was prioritized as the highest-intent audience, given their prior engagement with the brand.

• Focused distribution on email and social channels rather than broader paid media, given budget constraints.

• Used the existing subscriber base (former students and opted-in enthusiasts) as the core list, betting that prior engagement would translate into stronger follow-through on the call to action.

• Designed email creative around photos that clearly translated two things a first-time online-course buyer needed to know: what toolset was required to complete instruction, and how to purchase both the course and any needed equipment.

• Ran the initial push as a one-month test to validate demand and collect performance data before committing further investment.

• 55% open rate — well above the 2025 industry average of roughly 32–45% for retail/specialty retail email campaigns.

• 6% click-through rate — roughly 2–3x the 2025 retail benchmark range of about 1.9–3.4%.

• 76 unique clicks.

• $4,493 in attributed sales from a single one-month test with minimal budget.

• Virtually every KPI landed above industry average, a strong signal of audience fit and creative effectiveness.

Homade Studios partner, Caramie Perry, and I completed this project as a single unit. Each phase of planning, execution, and evaluation was shared between us.

• Course creation processes

• Course filming and editing

• Managing upload process to host platform (including SEO)

• Marketing strategy and execution

• Performance tracking

*This project helped index the studio as a trusted expert in the jewelry making industry (a core requirement for SEO/GEO). The studio is currently the top-ranked search result on Google for “Oklahoma City jewelry making.”