Circle of Live "In Bloom"
Circle of Live “In Bloom” is an educational platform for music workshops, masterclasses, courses and retreats. Curated by Sebastian Mullaert, the project is aimed at creating a space where one can explore and find their own creative expression through collaborative knowledge, resources and tips about getting into a state of creative flow. Acclaimed electronic music artists like Frank Weidemann, Steevio and Erika are also teaching courses on the platform.
Goal
After the Circle of Live event series had to be cancelled as a result of COVID, Sebastian Mullaert decided to focus his newly available time on a project that had been parked for years due to the lack of time in between touring dates. Aiming to reconnect with their audience and continue to explore the boundaries of electronic music improvisation, they set up In Bloom. We helped the Circle of Live team pivot into the online education space with In Bloom by optimising the educational platform and scaling through strategic consulting, social ads training, and paid search.
Raminta @ WFMA has been a true guru in our journey to launching and growing our educational programme. Having her as a guide whilst adapting to cope with a new situation was game-changing. She enlightened us on so many aspects of digital marketing we weren’t yet aware of, and she was patient with us when we needed troubleshooting mid-campaign.
Strategic consulting
Using a data-driven approach, we outlined a strategic plan to roll out In Bloom in key geographical territories. We reached out to the global Circle of Live and Sebastian Mullaert fan base and promoted a new programme of online masterclasses, one-on-one sessions and workshops. Free resource packs and scholarship options were created to help guide the creative process and share the wealth of knowledge and inspiration with those otherwise unable to join the masterclass. Those who participated in a course were invited to join the In Bloom community where members have access to exclusive content, creators tools and a dedicated online space to discuss, share and inspire each other.
Social media ads training
The Circle of Live In Bloom team, being hands-on and eager to learn, wanted to take the advertising of the In Bloom programme in-house. We helped the team by guiding them through social ads, audience creation and targeting, ad optimisation to increase ROI and management of ad campaigns.
Paid Search
The brand name “Circle of Live” meant that in Google search results “Circle of Live In Bloom” was against The Lion King movie song “Circle of Life”. We quickly realised it would take some time to compete with that on organic search results and crafted a brand search PPC campaign to ensure visibility in the search results. This ensured that potential customers in the consideration stage were driven to the educational platform’s website.
Results
Circle of Live launched the first In Bloom programme cycle with all of their online mentorship courses led by Sebastian Mullaert selling out in 14 days. After this success, the programme was expanded to include other influential artists who delivered additional high-quality educational content to aspiring musicians and artists making their own journey in the music industry. Today, the Circle of Live community has 200 members, all sharing ideas and inspiration to keep the creativity flowing during what are challenging times for the whole music industry.