From word-of-mouth referrals to a scalable enrolment system across two cities.
Client: MUD Studio
Sector: Considered-purchase B2C, Creative Education
Services: Positioning, ICP research, persona development, website architecture, copywriting, GTM strategy, SEO, marketing automation, CRM infrastructure, campaign strategy, UX consulting
Results
Enrolments
+181% YoY
Conversion Rate
+78% YoY
The Problem
MUD Studio had a strong product and a recognised brand. Growth was coming entirely from personal recommendations. There was no positioning that communicated who MUD was and why a serious aspiring make-up artist should choose them over any other school.
The messaging was generic. Nothing differentiated MUD from competitors. Nothing spoke to the specific person who was looking for professional-grade education, not a hobbyist course.
At the same time, the two locations operated without a shared system. Two separate agencies managed the website and campaigns on a ticket basis, with no shared brief and no common direction. Enquiries arrived unqualified and largely disappeared. There was no CRM, no follow-up process, no way to measure what was actually driving enrolments.
The CEO wanted to scale across more cities. The infrastructure to do it did not exist.
The approach
Phase 1: ICP research and positioning
We started with ICP research: who was actually enrolling, why they chose MUD over alternatives, and what they were looking for that other schools were not offering. That work informed a positioning overhaul that moved MUD away from generic course promotion toward a clear identity: the professional choice for serious aspiring make-up artists.
Phase 2: Website and messaging
The new positioning required a new website. We redesigned the architecture and rewrote the copy to reflect the new identity. Every page expressed the same message: professional, structured, serious. Visual direction, tone of voice, and imagery were all aligned.
Phase 3: GTM strategy and campaign infrastructure
We built a full GTM strategy covering SEO, paid search, social, and display. Each channel was connected to a central brief. For the first time, every campaign communicated the same positioning to the same defined audience.
Phase 4: Marketing automation and CRM
We introduced marketing automation to replace the manual follow-up process and built a CRM structure to qualify and track enrolments from first contact to signature. Management had real visibility across both locations in a single dashboard.
Phase 5: Organisational alignment
We defined shared KPIs across marketing, sales, and operations. We trained the internal team on the system.
The goal was full autonomy after handover.
Note from the client
"Immediately impressed by the professionalism and organisation. Smart and structured, an excellent partner to meet our development challenges."
Guilame Grison
Co-founder,
Mud Studio
If you recognise this situation
You have a product that is better than your competitors but your messaging does not show it. Your growth depends on referrals you cannot control. Your agencies are working in isolation with no shared brief and no common direction.
That is where I start.