MEASURED! (beta) Analytics Course

This beta course is the first of its kind in the wedding and event industry. The overall goal of this course is to use data and analytics to see what drives the most inquiries then set up a campaign that optimizes and scales those efforts.

Once you understand what drives inquiries:

• You can make better decisions about where to spend your time and money on marketing that will actually work for you.
• You will be able to see potential clients following your marketing messaging through the wedding-planning journey and will actually want to consume your marketing content on their way to making the decision to book you.
• You’ll know what content and tactics work and what doesn’t in a way that allows you to take action to improve upon and optimize your results.

Learning objectives:

1. Develop a marketing map that maps to the wedding planning journey and your client’s experience researching and finding you as a vendor.
2. Set up your own personal metrics baseline so you understand what needs improvement and what can be optimized first.
3. Set up tests to evaluate and validate your assumptions and find the best ways to effectively market your business.
4. Create a personalized mini-marketing plan to attract more inquiries.
5. Gather and analyze marketing data in order to make better, data-based decisions.

Format:

• 4 weeks long
• Weekly in-depth live training workshops (Tuesdays)
• Weekly Q+A sessions (Fridays)
• Video and tutorial recordings from the live training modules
• Downloadable PDFs + materials
• Tools + templates to take out any guesswork and make it easy to optimize key campaign assets
• Weekly homework assignments (don’t worry, they’ll be fun and move the needle in your biz!)
• Opportunities for Done-for-you-tech set-up, personal feedback, and homework help and review.
• Facebook group
• Access to the final + polished version of the course once it’s launched.

Why This Format:

We know our done-for-you services are an investment (and a worthwhile one at that!) We also know that not everyone is ready or able to hire an agency on retainer to set up, implement and track their marketing and optimize it for conversions.

This is perfect for someone who is committed to learning how to make better, data-based marketing decisions, in a DIY format, with Christie’s expert feedback and support along the way.

Worried you have to be a data geek, analytics mavin, or math nerd? Not at all! Christie has created this course based on direct experience working with creatives in the event industry.

This format also allows Christie to work as directly as possible with a hand-selected group of wedding and event pros, to give them the guidance they need to measure what matters in their marketing.

She’ll walk students step-by-step through her proprietary method for measuring All-of-the-Marketing-Things but at a fraction of the price that retainer clients pay for done-for-you services. You’ll get access to everything from the in-depth worksheets, as well as measurement and reporting spreadsheets that help guide the creation of marketing campaigns that convert.

TENTATIVE SCHEDULE

WEEK 0:  OPTIONAL (Jan 5) Meet Your Cohort + Course Success Tips

Actions & Resources:

1. 1. Meet your cohort
   2. Course success tips
   3. Onboarding survey

WEEK 1: (Jan 12) Measuring the Wedding Planning Journey (WPJ)

Actions & Resources:

1. 1. Wedding Planning Journey measurement map
   2. Custom Goals, Objectives, and KPIs

WEEK 2: (Jan 19) Setting up your Baseline metrics

Actions & Resources:

1. 1. Marketing Journey Journal Entry
   2. Custom reporting templates
   3. Tech you need to measure through the WPJ

WEEK 3: (Jan 26) Tracking Your Inquiries 

Actions & Resources:

1. 1. UTM campaign tracking worksheet
   2. Set up conversion goals in GA.
   3. Evaluate gaps using the ROI worksheet

WEEK 4: (Feb 2) TBD: Based on Student Need and Course Timeline

 Celebration WEEK: (Feb 9) (OPTIONAL) Happy hour celebration with your cohort – TBD