Campaign Ops Case Study 07

Cold Audience. Mid-Campaign Diagnosis. $3,972 in Revenue.

Built and launched a joint venture campaign with MathCTC from scratch — then spotted and fixed a critical conversion bottleneck mid-flight. The partner came back for Round 2 without being asked.

$3,972
Course revenue from cold partner audience
30%
Email open rate achieved
Round 2
Partner returned unprompted
1st
Ever partner toolkit created at WHY Institute
The Challenge

A brand-new offer. A completely cold audience. No prior relationship with WHY Institute.

MathCTC — an online math curriculum for homeschool families — represented a genuinely untapped audience. They had never heard of WHY Institute. The joint venture required building a course from scratch, creating all campaign assets, coordinating execution across two organizations and multiple time zones, and converting a cold partner list on a timeline that left no room for a slow start.

There was no playbook for this. WHY Institute had never run a structured JV campaign. Every element had to be built from the ground up: the course itself, the partner kit, the email sequences, and the project coordination infrastructure.

The Work

I built the campaign end-to-end, then diagnosed and fixed a conversion problem in real time.

My scope covered the full lifecycle — from initial course build through partner coordination, campaign launch, performance monitoring, and mid-campaign optimization.

  1. 01
    Family WHY.os Course Build
    Coordinated course content with CEO, built the workbook and bonus resources, and handled all technical setup: LMS access, course bot configuration, and user flow testing. This was a net-new product built specifically for this audience.
  2. 02
    Partner Cross-Promotion Kit
    Created WHY Institute's first-ever partner cross-promotion kit: swipe copy library, 4-email cadence, brand assets, delivery instructions, and a partner guidance document. Built to be reusable for all future JV campaigns, not just this one.
  3. 03
    Campaign Launch & Coordination
    Managed the full external partner relationship with the MathCTC team across two campaign rounds (June and September 2025), coordinating across CEO, EA, designer/producer, and two external partner contacts in the US and Australia.
  4. 04
    Mid-Campaign Diagnosis & Fix
    Within days of launch, I spotted a critical gap: 30% open rate but only 0.5% CTR. That ratio meant the problem wasn't reach — it was the content and CTA structure. I diagnosed the disconnect between email promise and landing page messaging, rewrote the landing page experience to align with audience expectations, restructured CTAs, and added click tracking before the next send.

A 30% open rate with a 0.5% CTR isn't a reach problem — it's an alignment problem. The audience was interested. The landing page just wasn't speaking their language.

Family WHY.os course inside WHY Institute LMS

Family WHY.os course built inside WHY Institute LMS for MathCTC audience

MathCTC campaign assets

Campaign assets and cross-promotion kit delivered to MathCTC partner team

Results

$3,972 from a cold audience. A partner toolkit that outlasts the campaign.

  • $3,972 in course sales generated across two campaign rounds from a brand-new offer to an audience with zero prior WHY Institute brand awareness
  • Partner returned for Round 2 unprompted following Round 1 results — the strongest signal of execution quality
  • Mid-campaign conversion bottleneck diagnosed and resolved: 30% open rate / 0.5% CTR gap identified, root cause found, landing page rewritten before second send
  • First partner cross-promotion kit ever created at WHY Institute — a reusable framework now available for all future JV campaigns
  • Multi-stakeholder execution coordinated across CEO, EA, designer/producer, and two external contacts across US and Australia

The toolkit we built was so valuable that MathCTC came back asking for Round 2 — showing that strategic partners remember execution quality.