Senior Funnel

Project Overview

We are Nirvana Academy of Violin, a well-established violin academy in Calgary with over 10 years of history and a strong reputation in the community. Until November, we consistently received steady inquiries. However, for the past three months, we have experienced something unprecedented in our academy's history: Zero website inquiries. This has never happened before.

We have:

• Strong SEO and Google presence
• A recognizable local brand
• Active Instagram and Facebook accounts
• Run paid Meta campaigns (generated 70+ leads)

However:

• Website inquiries have stopped
• Paid leads were very low quality
• Conversion rates are extremely low
• Our SMS nurture sequences have not performed well
• Recent advertising campaigns have failed to generate meaningful enrollments

We are trying to understand what broke — and how to fix it.

Our Ideal Client Profile

Over the past 10 years, our strongest and most committed clientele have been:

• Asian families with children ages 5–12
• European families with children ages 5–12

These families:

• Value discipline and structured music education
• Care about long-term skill development
• Appreciate performance opportunities and examination pathways
• Invest seriously in their children's enrichment

We have attempted:

• Geo-targeting ads toward neighborhoods with higher concentrations of these demographics
• Adjusting ad location settings
• Refining targeting parameters

However, these efforts have not produced meaningful results.

We need someone who understands:

• Cultural positioning
• Local service marketing
• Parent psychology within these communities
• Hyper-local targeting strategy

What We Need

We are NOT looking for someone to "just run ads." We need a strategic-level expert who can diagnose and rebuild our growth engine.

1. Full Marketing & Funnel Audit
   • Website analysis
   • Landing page conversion review
   • Review of previous ad campaigns
   • Social media positioning analysis
   • Funnel breakdown analysis (where exactly are leads dropping?)
2. Brand & Positioning Strategy

   We want to clearly position ourselves as: The Premier Violin Academy in Calgary. We need help refining:

   • Our messaging to parents
   • Our differentiation
   • Our authority positioning
   • Premium positioning without losing trust
3. Social Media Strategy

   We need clarity on:

   • What type of content actually converts parents
   • What themes resonate most (discipline, confidence, academic benefit, community, performance?)
   • Posting strategy
   • Authority-building strategy
   • Trust-building content
4. Lead Nurturing Strategy (High Priority)

   We already have multiple SMS text message sequences designed to convert leads — but they have not been effective. We want to:

   • Redesign our SMS nurture system
   • Incorporate persuasive short-form video content into the sequences
   • Increase booking rate
   • Improve urgency and action-taking

   We need expert guidance on:

   • What type of videos should be sent to new leads?
   • What should the script include?
   • Ideal video length
   • Who should appear in the videos (director, teachers, students, parents)?
   • What emotional triggers motivate parents to enroll?
5. Offer & Enrollment Strategy

   We are open to restructuring:

   • Trial class offers
   • Enrollment incentives
   • Entry offers
   • Pricing psychology
   • Limited-time structures

   We need guidance on what offer would make parents feel compelled to enroll.

6. Advertising Strategy

   We need clarity on:

   • Is Meta advertising the right channel?
   • Should we shift to Google Ads?
   • Should we restructure targeting?
   • Should we lean into retargeting?
   • Is this a messaging problem, targeting problem, or funnel problem?

   We want strategy — not random testing.

Ideal Candidate

You:

• Have proven experience with education or child-focused service businesses
• Understand parent psychology
• Have built full funnels (ads → landing page → SMS nurture → conversion)
• Can show measurable results
• Think strategically, not tactically
• Understand premium local positioning

Bonus if you:

• Have experience marketing to multicultural communities
• Understand hyper-local advertising
• Have worked with music schools or enrichment programs

Deliverables

We expect:

• Full marketing audit
• Funnel diagnosis report
• Strategic roadmap
• Landing page improvement recommendations
• Social media content direction
• Sample SMS scripts
• Sample video scripts
• Offer structure recommendations
• KPI & performance framework

To Apply

Please include:

• Relevant case studies
• Measurable results you’ve achieved
• Your approach to diagnosing our situation
• Why you believe website inquiries might suddenly stop
• Example funnels you’ve built

We are serious about solving this. Our academy has served Calgary families for over a decade, and we want to grow again — but we need the right strategic partner to guide us. Contract duration of 3 to 6 months, with 40 hours per week.

Mandatory skills: Marketing Strategy, Copywriting, Social Media Marketing, Lead Generation, Content Writing, Internet Marketing, Content Marketing, Customer Acquisition Strategy, Brand Positioning, Advertising Strategy.