Soil Food Web School

To realize this vision, we executed across several key disciplines:

Funnels & Launch Strategy

• Designed a high-ticket evergreen funnel around a three-part, Product Launch Formula–style video series, including campaign architecture, scripts, and outlines.
• Produced all critical launch assets: webinar registration pages, long-form sales pages, order flows, and supporting content.
• Engineered 17 quarterly launch cycles with post-campaign analyses and hypotheses that improved performance with each iteration.
• Integrated a sophisticated launch campaign & customer life value analytical tool (SegMetrics) to isolate long-term ROI for each marketing channel & asset.

Quizzes & Lead Magnets

• Co-created three lead-generation quizzes (Compost IQ, Soil Biology IQ, and Soil Health Assessment), including scoring mechanisms and dynamically generated reports that gave prospects immediate, personalized value.
• Built email nurture sequences that educated subscribers and seamlessly teed them up for upcoming launches and high-end programs.

YouTube & SEO

• Developed and implemented a YouTube SEO program (as detailed in our dedicated YouTube case study), including keyword research and ongoing optimization.
• Conducted technical and on-page SEO for SoilFoodWeb.com, identifying crawl issues and producing a prioritized optimization plan for 30+ high-opportunity pages.
• Reduced long-term dependence on paid media by expanding the school’s organic footprint and leveraging its strong domain authority.

Paid Media & Creative

• Managed substantial budgets across Facebook/Meta Ads, Google Ads, and YouTube Ads, consistently achieving strong ROAS for premium offers.
• Performed long-term Facebook audience analysis to identify which segments produced the highest ROI over 12–24 month windows.
• Continuously lowered cost per lead through creative testing, new hooks, and refined targeting.
• Developed video scripts and ad creative for every funnel stage, using retargeting to move cold audiences into warm subscribers and ultimately high-value enrollments.

CRO, CRM & Automation

• Ran extensive split tests on sales pages and registration pages to lift conversion rates.
• Repaired and re-architected CRM (Ontraport) structures and marketing automations so the team could segment by interest, temperature, and lifecycle stage.
• Built automation flows that dropped the right people into the right sequences at the right time, replacing ad hoc email blasts with predictable, behavior-based nurturing.

The growth numbers are dramatic, but they only tell part of the story. Over four years, we:

• Led 17+ major product launches, averaging over 700% ROI after deducting ad spend and our fees.

• Grew the email database from under 3,000 contacts to well over 400,000 (approximately 175x growth).

• Helped the school scale annual revenue by 10x over the span of our partnership.

• Co-developed four lead-generation funnels—anchored by three high-performing soil health assessment “quiz” funnels and the Soil Food Web Summit—that consistently brought in new leads and pre-sold them on the mission.

We also developed the strategy and excecute the campaigns for the inaugural Soil Food Web Summit, turning it into an annual flagship event that:

• Brought together world-renowned experts in soil biology and ecosystem health.

• Deepened the school’s brand authority and thought leadership.

• Generated a new, high-intent audience each year for launches and evergreen offers.

• Created charitable goodwill and community engagement aligned with the school’s mission.

This was not a single campaign; it was a full-scale transformation of Soil Food Web School’s growth engine. By embedding as a near in-house marketing team, we helped turn an inspiring early-stage academy into a scalable, global education platform that underpins a real movement in regenerative agriculture.

For mission-driven education brands, this case underscores what can happen when you pair a powerful purpose with disciplined, data-driven marketing: a dramatically larger audience, more stable and scalable revenue, and the freedom to focus on delivering world-changing work.