Work

Guest journey

A mapped, tracked journey for first-time visitors, from first visit to membership class, with a drip text campaign in place of phone calls. Engagement went from under 10% to about 60%.

Role
Designed and built
Organization
Victory Life, three locations
Replaced
One-by-one phone follow-up
Result
Under 10% to about 60% engaged
10% → 60%
first-time guests engaged toward membership class
~6×
improvement, with less staff time than the calls it replaced
Every step
tracked, from first visit to membership class
The journey, every step tracked
Step 1First visitGuest attends. Their journey starts here.
Step 2Follow-up textSent automatically, personalized, with one clear next step.
Step 3Next stepA small commitment, tracked so drop-off has a location.
Step 4Membership classThe destination the whole journey points at.
The drip campaign, in place of phone calls
Messages Day after first visit

Thanks for joining us Sunday. Here is what happens next.See your next step →

A few days later

Your next step is ready and takes about ten minutes.Save your spot →

Before the class

Membership class is coming up. We would love to have you there.Reserve a seat →

Phone calls, beforeunder 10%
Drip texts, afterabout 60%
Illustrative messages. Each one lands at a planned point in the journey and carries one call to action toward the next step.

The problem

First-time guests are the top of the funnel for any growing organization. Ours were followed up by phone, one call at a time, and the calls reached fewer than 10% of them. Nobody could see where people dropped off between a first visit and joining the membership class, because nothing in between was tracked.

What I built

I treated it as a customer journey. I mapped every step from first visit to membership class, defined what a guest should experience at each one, and tracked each step so drop-off had a location instead of a feeling.

Then I replaced the phone calls with a drip text campaign: a sequence of personalized messages timed to the journey, each with a strong call to action toward the next step. Texts get read. Calls get screened.

Result

Engagement went from under 10% to about 60%, roughly six times better, and it took less staff time than the calls it replaced. Because every step is tracked, the journey can be tuned instead of guessed at.

What it used