Generating ROAS That Sings
The Judy Stakee Company
//
Marketing Management: Copywriting, Web Design, Paid Media
//
The Judy Stakee Company // Marketing Management: Copywriting, Web Design, Paid Media //
TLDR: Kasen helped a music industry executive grow her coaching community by 140 songwriters and earning 741% ROAS.
Kasen first met Judy Stakee - legendary music publisher, songwriting mentor, author and speaker - after applying through an ad on Facebook to attend her world-renowned “It All Starts With a Song” retreat in late 2018.
About Judy Stakee:
Judy Stakee is best known for her work as Sr. VP of Creative at Warner Chappell Music, where she was responsible for signing and developing many of today’s most acclaimed artists and songwriters (including Sheryl Crow). Now, Judy uses her 40+ years industry knowledge to guide and mentor the next generation of artists and songwriters who are early in their careers. She runs her own artist development company out of Los Angeles, and puts on transformational songwriting retreats each year to share her holistic methodology with songwriters from around the world.
The Situation:
When Judy’s previous marketing manager stepped down after her 2018 retreats, she needed someone to take over her Facebook advertising - effective immediately. Naturally, as the Universe would have it - Kasen stepped up.
Her retreats spanned multiple locations: Nashville, California, Canada and New York. There were 2 retreats per location, and a total of 12 retreats planned throughout the year. Each location had its own landing page, creating too much duplicate content on Judy’s site. Also, the landing page content was not as informational or exciting as it needed to be to communicate the true value of the retreat.
Judy only had one video ad. It was the same ad she’d been using for the past 2 years. There was not much new content to use in advertising that showcased the true value of the retreats, or the ongoing growth of songwriters who previously attended.
The Solution:
From January - April 2019, new Facebook and Google AdWords campaigns were launched and managed using updated variations of Judy’s old advertising content. Campaigns primarily targeted aspiring U.S. songwriters, with copy tailored to different sets of demographics and interests.
In May 2019, Kasen redesigned Judy’s site on Squarespace, featuring a single Retreats landing page that showcased the full retreat experience and accepted rolling applications for all locations. The new retreats landing page included anchor links, an updated video ad in the header, optimized content, testimonials, and a FAQ. Consolidating the three landing pages into one allowed for streamlined visibility across all retreat dates and locations.
Using the new video ad and Retreats landing page, Facebook campaigns for Judy’s Fall 2019 retreats ran from May - September. In October 2019, a Brand Ambassador initiative was launched to support community outreach and sales for her 2020 retreats.
Kasen helped Judy select 10 songwriters from across the world to share their Retreat Story on her website. Doing this not only brought more credibility to the caliber of songwriter who attends her retreats, but better demonstrated the transformational power of her holistic methodology.
Inspired by a writing challenge Judy presented at her retreat, Kasen carefully crafted each songwriter’s story around the title of their song featured on Judy’s website. In this way, he further brought the spirit of her retreats to life through her Brand Ambassadors.
Last, Kasen recognized the need to populate her site with more rich content related to songwriting. He helped Judy create a few blogs around keywords related to the business of songwriting. These blogs were optimized to plant the seed for getting found by serious songwriters organically.
Ranked #2 out of 1.4M results
Ranked Page 2 out of 1.3M Results
Ranked Page 4 out of 465M Results
The Results
Judy’s ROAS from Facebook and Google AdWords in 2019 was roughly 741%. Kasen was able to decrease her total ad spend from the previous year while growing her community by more than 140 songwriters. Her Facebook ads reached over 800K users and achieved more than 2M impressions.
The redesign of Judy’s site set her up to bloom in 2020. The additional sales support of her Brand Ambassadors allowed the first 2020 Nashville retreat to sell out before any advertising was required. Only a minimal remarketing campaign was run, spending no more than $300. It also allowed Judy’s site to start ranking higher in Google Search for keywords related to songwriting.
Category: Best Landing Page
