The Sir Arthur Conan Doyle Center. (2020).

Online Class Pass

Edinburgh, Scotland

Brief

The Sir Arthur Conan Doyle Centre runs events, classes and workshops that offer personal growth and improved well-being. COVID forced them to close their doors and shut off their entire revenue stream. The task was to keep the Centre alive while people weren't allowed to attend in person.

Execution

The Online Class Pass offers people the chance to attend the Centre's events from home via ZOOM. Attendees could attend for free or offer a donation. All donations were split between the event partners. Six months later, most events required a ticket fee.

Results

The Online Class Pass eventually generated more revenue than physical events did. Whilst lost revenue from venue hire still caused issues, the new revenue stream enabled the Centre to remain open and keep everyone employed. It added significant value to the community by providing a lifeline for our event partners and our audience.

  • Events revenue more than doubled within a year and a half
  • Our email database grew 500% vs 2019.
  • Attendance was regularly at least 50 people per event.
  • Our audience expanded and a 20% share was now in North America, Europe and Australia.
  • Audience feedback was overwhelmingly positive.
  • The platform continues to be an important revenue stream despite restrictions being lifted.

Product Features

  • Free access to all online classes, talks and workshops for 6 months.
  • Access is granted by signing up to the mailing list.
  • 2 Events are broadcast per day via ZOOM. Capacity was capped at 100 per event.
  • Donations are requested and split between event partners (i.e. people running classes).
  • Started charging for most events after 6 months but left some for free.

Campaign

  • Announcements to the community via social media, affiliates and email.
  • Paid social media campaign leveraging audience feedback.
  • Attending network events for similar organisations and inviting them to join our platform.
  • Facebook Live Broadcast every Friday to engage with social media followers.

Video

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