The challenge
Shovel Study Planner had a product people loved but a funnel that wasn’t converting. Trial-to-subscription rates were low, cost-per-acquisition was climbing, and brand messaging was inconsistent across platforms, making it hard to speak to the right audience at the right moment.
What we did
Three integrated campaigns: Purple November, New Year’s Reset, and the Procrastination Series, each built around a distinct persona: students’ parents focused on academic performance, neurodiverse students seeking low-stress planning structure, and academic coaches advocating for effective study habits.
Deliverables included social media assets (Reels, Stories, Carousels), Meta ad creatives per campaign, persona-driven email headers and visuals, campaign-specific landing pages, and simplified trial onboarding screens with sharper value messaging.
We also deployed AI-powered content production alongside the design team, achieving 3x faster output and 40% savings in visual development costs.
How we worked
We started with a Strategic Alignment Workshop to define buyer personas and map market opportunities.
From there, we refined the brand voice and visual identity for each persona, then executed across every channel simultaneously: paid social, email, landing pages, and onboarding.
Weekly and bi-weekly syncs kept KPIs visible. Monthly performance reports tracked what was working and where to push harder.
Working with this team was a game-changer for us at Shovel Study Planner. They refined our direction, crafted compelling emails, boosted social media engagement, and delivered effective marketing assets. If you're considering working with them, I highly recommend it.