Michelle Fifis
Founded: Pattern Observer and the Textile Design Lab, a community of artists and designers learning how to build a career in textile design
The Challenge
- Pattern Observer offers expert-led courses, peer support, and exclusive industry resources for designers breaking into the textile design industry
- Michelle wanted to make sure the community appealed to and converted the right kind of members - engaged, long-haul designers who are driven to grow and succeed
- Uncovered that members loved the content, but had difficulty navigating the site. They were creating and sharing their own unofficial user manuals to work around it, which pointed to a barrier to retention
- Shift Michelle’s focus and energy from marketing to creating new premium content for her community and give her away from the office
- Reduce the number of marketing campaigns while increasing Textile Design Lab memberships
Highlighted Results
Started tracking member lifecycle, and found a previously unnoticed retention problem. We worked to reduce churn, and improve the member experience to increase membership length.
83%
increase in net monthly member growth within 6 months
2,700
The community now hosts 2,700 members and was growing by 30–40 members per month at the end of our engagement
$17.00
Michelle’s advertising costs dropped, and during her last campaign, Michelle earned $17 for every $1 she spent on ads
Negotiated her first strategic partnership with a leading industry event company. This paved the way for new professional opportunities for members and increased visibility for the community
“I’ve seen a lot more engagement, our numbers are growing, and we’re finally making the most of the money we’ve invested in advertising.
I want to create more opportunities for designers. I’m hoping to grow the Pattern Observer to a place where we can bring in new designers and help them get their start in the industry through our own studio. Cliqueworthy's insights are a great complement to my own process.”
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