Campaign Ops & Event Operations Case Study 08

1,078 Registrants. 33% Attendance.
$5,078 in Post-Event Revenue.

End-to-end ownership of WHY Institute's webinar and masterclass program — from JV partner recruitment through registration campaigns, live coordination, post-event follow-up sequences, and attributed revenue tracking.

JV
Partner Lists
1,078
Registrants
33% attendance
357
Attendees
19% conversion
67
Conversions
$5,078
Revenue
1,078
Registrants generated (Core Values event)
$5,078
Attributed revenue from follow-up sequence
33%
Attendance rate
19%
Conversion rate (attendees to paid)
The Before

A program with no repeatable system, no documented process, and no performance baseline.

When I took ownership of WHY Institute's webinar program, there was no standard operating procedure for how a JV webinar campaign worked. Each event was rebuilt from scratch — partner outreach happened ad hoc, email sequences varied by whoever ran them last, and post-event performance was never formally tracked. There was no shared framework for what a successful webinar looked like, and no data to build one from.

The program had potential. It just needed infrastructure.

The System

I built the SOP, ran the campaigns, and produced the performance data that made optimization possible.

My work spanned two tracks that ran simultaneously: building the operational infrastructure while actively running live campaigns against it.

  1. 01
    Webinar SOP
    Built WHY Institute's Webinar SOP from scratch, documenting the full JV partner lifecycle: introduction templates, post-meeting follow-up, JV kit delivery, mailing schedule coordination, swipe copy library, registration page templates, branded forms, social post templates, segmented email sequences for 6 audience types (registrants, attendees, non-attendees, replay viewers, and more), replay page structure, Zapier workflow automation, and debrief cadence.
  2. 02
    Multi-Channel Registration Campaigns
    Managed registration campaigns across internal list, external partner lists, and LinkedIn audiences using segmented email sequences. Coordinated partner mailing schedules and tracked contribution by source.
  3. 03
    Live Event Coordination
    Managed event logistics end-to-end: partner communication, tech setup confirmation, day-of moderation support, and recording and replay distribution.
  4. 04
    Post-Event Analysis & Optimization
    Produced post-event performance reports tracking open rates, CTR, page views, checkout submissions, bounce rates, and attributed revenue at each funnel step. Delivered written optimization recommendations to leadership based on campaign data.

The SOP wasn't just documentation — it was the infrastructure that made consistent execution possible across every future webinar, regardless of who ran it.

WHY Institute website showing webinar and event program

WHY Institute's public-facing webinar and event presence — driven by the campaign infrastructure built behind it

Results

1,078 registrants. $5,078 in attributed revenue. A program that now runs on a documented system.

  • 1,078 registrants generated for the Core Values event across internal and partner lists
  • 357 attendees / 33% attendance rate — sustained through segmented pre-event email sequencing
  • 67 total conversions / 19% conversion rate from attendees to paid
  • $5,078 in attributed revenue from post-event follow-up sequence
  • Full Webinar SOP delivered — covering 6 audience segment sequences, partner JV kit, Zapier automation, and debrief framework
  • Performance analysis report delivered to leadership with structured optimization recommendations
  • Program standardized: every future webinar now runs from documented, repeatable infrastructure

Before the SOP, every webinar was a one-off. After it, every webinar builds on the last one.