HANDS Community Arts Center
HANDS Community Arts Center is a nonprofit dedicated to expanding access to art education and community connection. HANDS utilizes its website to capture leads by promoting the downloadable seasonal catalog.
Project Overview
Challenge
HANDS Community Arts Center relies on class enrollment and class registrations to sustain affordable pricing.
Task
Create a lead-generation funnel for the downloadable seasonal catalog
Tools
Figma
Microsoft Word
Microsoft Teams
Team Roles
Lead Researcher - Me!
I was responsible for creating the lead-generation funnel strategy, target audience, problem statements, user personas, and background research
Lead Designer - Jessica Perlin
Lead Tester & Documenter - Destiny Lawrence
Success Criteria
Increase website views and interactions by 10% between June through August using inbound marketing leads
Have a total of at least 4 classes filled, with each class containing at least 12 student slots, by the end of August
Decrease sign-up errors by 20% by streamlining class enrollment pages into simple, easy-to-navigate visuals
Research
Target Audience
Primary:
Parents and guardians of children ages 6 to 12
Seeking structured activities for their children outside of school hours
Values affordability
Secondary:
Adults ages 65 and older
Seek creativity and connection
Looking for more learning opportunities inclusive of their age
Primary Persona
Secondary Persona
Funnel Strategy
Awareness
Goal
Increase class enrollment by making information accessible, classes affordable, and registration easy
Tactics
Social media posts - Facebook, Instagram, and Tiktok
School partnerships
Email announcements
Search engine results for:
“Art classes near me”
“Art classes for children”
“Beginner art classes”
“Art classes for adults”
“Affordable art classes near me”
Call-to-Action on the lead magnet landing screen to download the program catalog from the website
Emphasize
Accessible Information
Browse by age group and skill level
View pricing upfront
Download program catalog
Clear class descriptions
Affordable
View pricing upfront
Affordable pricing
No need to purchase or bring your own supplies
Easy Registration
Progress bar shows registration is three easy steps
No account creation required
Online registration available
Consideration
Goal
Nuture the lead magnet (downloading the seasonal program catalog) by providing value to users who download the free seasonal program catalog as an easy way to browse classes by age group, skill level, and pricing
Tactics
Class offerings organized by age group and skill level
Clear pricing
Nurturing email - email submission required to download the program catalog
Clear call-to-action encouraging users to download the program catalog
Highlighting new class offerings
Another call-to-action encouraging users to register for classes
Conversion
Goal
Successful online class registration
Tactics
Streamlined registration process
Three-step process with progress bar
Minimal information required
No account creation required
Clear “Continue” and “Submit” buttons
Transparent pricing
No fees
Class price clearly displayed on class cards
Supplies included
Call-to-Action “Sign Up” buttons
Immediate confirmation on screen after class registration
Follow-up confirmation email
Class details
Price paid for class
Contact information for questions or cancellations