Direct response case study · Short Film Deep Dive
Everything around a live webinar, from the first ad to the last email
Short Film Deep Dive is a course for short film directors, created by producer John Trefry (Netflix, Paramount+, NBCU). It sells through a free 90-minute live webinar. I wrote the funnel around it.
- Client
- Short Film Deep Dive · John Trefry, 4WT Media
- Market
- US filmmakers
- Language
- English
- Scope
- Ads, pages, emails, webinar script, newsletter
A webinar with Final Draft
Short Film Deep Dive is an official Final Draft partner. Their webinar From Script to Screen ran in partnership with Final Draft, and the Short Script finalists of the Final Draft Big Break Screenwriting Contest receive a six-week Short Film Deep Dive mentorship. I wrote the Instagram carousel that announced the partnership and the newsletter that invited people to the webinar.
Open the From Script to Screen deck ↗The funnel, step by step
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01
The ads
Ten static ad concepts, and video ad scripts on four angles with three to five hooks each. Plus interview-style ads and a retargeting ad for people who watched and did not sign up. Each angle starts from one frustration filmmakers know, like paying festival fees with nothing to show for it.
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02
The sign-up page
The opt-in page and its video script, then the thank-you page and video that tell people how to show up.
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03
The reminders
Five emails before the live: three days out, two days out, the day before, the morning of, and ten minutes before. Each one gives people a new reason to come.
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04
The live
A 90-minute script built on one idea: a short film made with a plan can move a career. It runs live only, with no replay planned.
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05
The close
Three emails after the live: right after it, the next day for people who hesitate, and ten minutes before the offer closes. The deadline is real, and the emails say so plainly.
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06
Launch day
Checklists for the CRM, the links, the calendar, checkout, the deadline, and for taking buyers off the sales emails.
Between webinars
The newsletter and Instagram keep filmmakers reading until the next live. One newsletter explains how Paramount+ asked John's team to use AI on a production, and what an independent filmmaker can take from it.
Hiring a growth marketer or planning a launch?
Book a time and tell me about the role or the project. On the call, I tell you how I would approach it.