Brand / ilovecreatives
ilovecreatives
An edutainment brand for freelancers, grown through a new site, physical products, courses and a lifecycle program.
Role
Content Strategist
Timeline
Jan 2020 to Aug 2021
Team
20+ creative freelancers
Scope
Site, products, courses, email, events. ilovecreatives.com ↗
01
Results
11K to 62K
Instagram followers
10%
revenue lift from automated email and SMS
20+
freelancers managed to quarterly milestones
Repeatable content workflows turned a community into a business.
02
Approach
Make every launch repeatable: one workflow for courses, podcasts, products, email and events.
Site redesignManaged a 6+ month hybrid waterfall and agile build, with new Course Directory, Resources and Newsletter pages.
Physical productsLaunched three: a Nalgene bottle, the Don't Burn Out candle and nail wraps.
CoursesImproved retention and completion for the signature Squarespace Design Course.
Email and SMSAudited the newsletter and launched the first Welcome Series and SMS.
EventsLaunched digital events in the pandemic. Programming drove 10% of revenue and 20% of leads in 2020.
ResourcesLaunched the Resource Directory.
03
The work
Site redesign, before and after
Before, then after. Photography: Alexi Wifi, Puno Puno.
New pages
Physical products
Candle made with The Downtown Women's Center. Nail wraps made with Stay Sticki.
Courses
Online courses are ilovecreatives' main revenue driver, and the signature Squarespace Design Course stood apart through a charismatic, funny and authentic approach to teaching. The goals were more student leads and better course progression, and both were achieved.
Course leadsWith Puno and Beethi Nguyen, our Growth Marketer, built a lead-gen quiz and a VideoAsk experience, and optimized paid ads, landing pages and email flows.
Course progressionAudited the full course, then listened to TAs and students to find the gaps. Updated course videos, redesigned the Resource Library, launched level-based email automation and wrote new Level Guides.
The course landing page
New Level Guides and the student onboarding FAQ
The course portal
Community events
