Tag: Shell Tain

How To Create a Marketing Campaign

Last week, we talked about freelance money insights from Shell Tain, a Portland-based money coach. The Conclave hosted Shell at our first event for 2015.  We already discussed the genesis of why we wanted Shell Tain to talk to freelance content creators and editors.  But what you may not know is that I started designing the marketing campaign in October 2014, and we had several challenges to overcome. how to create a marketing campaign

The Challenges

1.  The event was not centered on copywriting/editing/content advice, which has been one of CC: PDX’s major value propositions for members and prospects.

2. Shell Tain wanted to specifically talk to Portland copywriters and Conclave members.

3. Talking about money makes people nervous.

4. It was on a Thursday evening during dinnertime.

Our primary target pool was 45 people.  I also designed a complementary Twitter and blog strategy that would, if nothing else, help the Conclave’s visibility in the Portland community.  My main aim was to be visible without spamming people.

I scheduled e-mails to go out two weeks prior to the event, one week prior, and then three days prior.

The Metrics

Here’s our e-mail metrics (averaged for the entire 45-person target pool):

  • First e-mail’s open rate: 83%
  • First e-mail’s click rate: 27%
  • Second e-mail’s open rate: 73%
  • Second e-mail’s click rate: 16%
  • Third e-mail’s open rate: 59%
  • Third e-mail’s click rate: 10%

As for Twitter, I started with tweets two weeks in advance, and then slowly ratcheted them up to once-a-day tweets.

Here’s some analytics from Twitter:

  • First tweet: 355 impressions; 10 engagements
  • Second tweet: 409 impressions; 8 engagements
  • Sixth tweet: 305 impressions; 2 engagements

The Takeaway

How did all of this marketing translate to dollars?  We enjoyed a 20% sales conversion rate. Those who attended said they received a lot of value from the event (I certainly did), which will lead to more people joining the organization. We also received social media support from the venue itself (Forge Portland), and a kind shout-out from Mathys+Potestio.

Our next event, Momentum Drivers for Writers and Artists featuring Lynette Xanders, is currently scheduled for May. We’ve developed a content strategy for this event, and the Conclave in general, that will guide us through the rest of the year.

Interested in learning more about what we do?  Leave a comment below!  We love to share ideas.

Untangle Your Freelancing Money Knots

The Copywriter Conclave of Portland will host its first event of 2015 on Thursday, February 5th at Forge Portland.  The event features Shell Tain, a veteran life coach and money knot “untangler.”

Untangle Your Freelancing Money Knots

Shell Tain

The event is designed for Portland freelancers and business owners, helping to untangle the “money knots” we find ourselves in.  Some examples would include what to charge prospects (or even regular clients), how to negotiate more effectively, and how to avoid the feast/famine work cycle.

Below is a brief Q&A with CCPDX President Amber James on why Shell Tain’s event is sponsored by CCPDX.

What led to requesting Shell Tain as the presenter for CCPDX’s first event of 2015?

A while back I asked our members to share ideas for event speakers. Member Sheila Ashdown knew of Shell Tain and recommended her. Considering the work Shell does (helping people live better lives by unpacking and overcoming their hang-ups around money), she’s a perfect speaker for the Conclave and for all the self-employed professionals in Portland.

What “money knots” do you notice freelancers running into?

There are only a few, but they’re biggies: the ability to set competitive rates and stick to them, giving yourself a well-deserved raise, and negotiating contracts with confidence. For the most part, we’ve been trained to be very polite and accommodating, to not fight over money or push back too hard when someone want to pay us less. That’s a bad habit for a self-employed professional because if you don’t get paid, [your business] can’t thrive.

How do you think this event can help the freelance community in Portland?

This event will do two primary things:

1) Give freelancers permission to question their money habits and thoughts around money; and

2) Make them aware of Shell, and the services and advice she has to offer the community. Portland has a wealth of freelance resources and educational professionals ready to assist. Shell is one of them, and I’m extremely excited to learn from her.

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Want to meet Shell Tain, The Untangler?

Register here for the event

5:30-7:30 p.m. on Thursday, February 5th

Free food and libations

Easy access to bike racks and nearby parking lots and garages