CASE STUDY
BUILDING A SUBSCRIPTION MODEL AND GROWING AN AUDIENCE FOR COOKING SCHOOL.
THE PROJECT
SUMMARY
Cooking School with the London Chef is a subscription based online cooking school. Chef Dan Hayes and Operations Manager Micayla Hayes are the founders of what was once a physical location in downtown Victoria.
The London Chef had been operating in a physical location since 2012 and served over 100,000 customers. When the pandemic hit they closed their doors and needed help to move their offering online. They asked M1 Agency to help them build a new brand, website, subscription model, video production, social media content strategy, and launch their new service across North America. All supported by Marketing Automation – Momentum.
SCOPE OF WORK
- RESEARCH & STRATEGY
- BRANDING
- CONTENT STRATEGY
- E-COMMERCE WEBSITE
- CAMPAIGNS
- MARKETING AUTOMATION
- VIDEOS
WEBSITE
The existing site for Cooking School hadn’t seen a significant update in a number of years and the new subscription-based model needed to be included. We built a new website to position the school as a leading player and drive conversions for the new subscription service. We also designed and implemented e-commerce functionality and an entire new section of the website for Cooking School members focused on user experience and high production value video content.
CAMPAIGNS
In launching the new subscription-based model we partnered with Cooking School in developing a social media content strategy that would define clear goals and who we were targeting, unveiled audience insights and agreed upon content categories to focus our social channel asset development.
VIDEOS
Right from the initial discussions about Cooking School, we knew this was going to be a high-quality and high-production value offering. We partnered with Cooking School to plan out the video library in order to have videos to learn from for everyone. We filmed and produced essentials like cutting an onion and dishes like steak tartare to full meals like a holiday roast chicken dinner!
The RESULTS
We delivered their new brand, new website and new online subscription system. We supported the pricing model and launched the business in October 2021 across North America with 40 videos in the library. We continue to optimize and improve the site and run campaigns on a monthly basis. Our partnership with Cooking School continues.
1,000+
MEMBERS IN ONE YEAR
- Built a new brand – delivered on time.
- New website and subscription system
- 200+ videos in library.
- Built mailing list of 7,500.
- 200 members in the first 2 months.
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