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I'm Gary Martin, a founder, producer, instructional designer, analyst, and creative strategist with over 20 years of experience in building brands that resonate. As the founder of PRO EDU, I bootstrapped a company from the ground up, transforming it into a leader in educational content for photographers and digital artists worldwide. My passion lies in blending strategy with creativity to craft unforgettable, data-driven experiences that not only capture attention but inspire action. I believe in the power of storytelling to drive real impact and am dedicated to helping brands grow, innovate, and connect deeply with their audiences.
Success lies in clarity and strategic focus. I distill brands to their core, ensuring every initiative is purposeful and aligned with long-term objectives. Data-driven insights inform my decisions, while creativity ensures differentiation in a competitive market. My approach is not about volume but precision—driving meaningful engagement and measurable impact.
Brands are dynamic, evolving entities. I specialize in uncovering their unique value propositions, aligning them with market demands, and transforming them into industry leaders. My focus is on building strategies that not only drive performance but also create meaningful differentiation, ensuring long-term relevance and success.
Sustainable growth comes from genuine connection. Consumers value authenticity, and I help brands build trust through compelling narratives and strategic positioning. Every campaign is an opportunity to foster loyalty, enhance brand equity, and create lasting relationships that extend beyond transactions.
Bootstrapping
Rapid Growth
Mistakes
Why Not How
Set Building
Setting A New Standard
Post-Production
Organic
Community
Leveraging Organic Social
Ad SPend
Optimization
Creative
Working Pro's
Streaming
Syncronous
Founded
2014
Educational Content:
Photography
Lighting
Photoshop
Cinema 4D
CGI
AI
Business
Users
500,000+ in 190 Countries
PRO EDU is an industry-leading educational platform I founded with a mission to elevate the skills of photographers and digital artists around the world. From day one, PRO EDU was bootstrapped and built from the ground up, without outside funding—relying solely on strategic vision, resourcefulness, and a relentless drive to deliver unmatched value to creative professionals.
As the founder and driving force behind PRO EDU, I spearheaded every aspect of the company’s growth, from product development and marketing to operations and customer acquisition. Under my leadership, PRO EDU became known for its high-quality tutorials, innovative learning experiences, and premium content that helped artists refine their craft, build their businesses, and push the boundaries of visual storytelling.
Through strategic partnerships, a data-driven approach to marketing, and a focus on exceptional customer experiences, I guided PRO EDU to achieve sustainable growth and brand loyalty. My hands-on involvement included not only creating and curating educational content but also leading a talented team of creatives, marketers, and educators. Together, we scaled PRO EDU into a respected global brand, setting a new standard for professional development in the photography and digital arts industry.
A Leader In Online Creative Education
Bootstrapping PRO EDU came with its share of challenges—each one a test of resilience, creativity, and strategic problem-solving. Here are some of the major hurdles I encountered along the way:
Limited Funding and Resources: Without external investors, every decision had to be financially sound and impactful. Every dollar mattered, so I had to be incredibly resourceful, focusing on initiatives that would yield high returns without overextending the budget. This meant prioritizing content quality over volume, investing in essential tools, and constantly balancing growth with sustainability.
Wearing Multiple Hats: As a founder bootstrapping a startup, I was involved in every area of the business—product development, marketing, customer support, operations, and even content production. Managing these diverse roles was a constant balancing act, requiring me to rapidly learn new skills, make tough decisions, and adapt as the company grew. This hands-on approach was essential, but it also demanded immense discipline and focus to avoid burnout.
Building Brand Awareness with Limited Marketing: Competing with larger, well-funded educational platforms meant finding creative ways to stand out in a crowded market. I relied heavily on organic marketing, storytelling, and building a strong community around our brand. Word-of-mouth, social media, and partnerships with influential photographers and creatives helped us gain traction, but each new growth phase required innovative approaches to keep expanding on a tight budget.
Scaling Quality While Growing Quickly: As demand for our content grew, maintaining the high quality that PRO EDU was known for became a core challenge. Scaling up quickly often comes with the risk of diluting quality, so I had to create streamlined processes to ensure each course met our standards. This meant hiring and training the right team, refining production workflows, and establishing a rigorous quality control system.
Navigating Market Shifts and Competition: The digital education space evolved rapidly, with new competitors, technologies, and shifts in consumer expectations. Staying ahead of trends and continuously innovating was essential to remain relevant. I kept a close eye on the industry, listened to our customers, and pushed for new ways to differentiate PRO EDU’s offerings, whether through interactive learning experiences, advanced content, or unique collaborations.
Balancing Customer Needs with Business Goals: Building a community of loyal customers required actively listening to their needs, which sometimes meant shifting priorities to develop features or content that we hadn’t planned for. Balancing customer requests with long-term strategic goals was an ongoing challenge, as was maintaining a sustainable pace of growth to avoid compromising the customer experience we were known for.
Managing Cash Flow: Without outside investment, cash flow management was critical, especially during periods of rapid growth. Investing in new courses, equipment, and marketing initiatives required careful planning to ensure we didn’t overextend. I had to develop a lean approach to budgeting and forecasting, often making hard calls about where to allocate resources for maximum impact.
Documentary
Storytelling
On-Location
Unscripted
Multi-Cam
High-Production
Comprehensive
We Beleive You Should Never Stop Learning
Working Pros
In the early days of PRO EDU, we faced a fundamental challenge: how to set ourselves apart from the free, endless tutorials available on platforms like YouTube. With the rise of “how-to” content online, it was easy for aspiring photographers and artists to learn the basics for free. But we knew that technical instruction alone wasn’t enough to truly elevate an artist’s work or help them develop a unique, creative vision. To make PRO EDU a destination worth investing in, we had to dig deeper.
Filmed On-Location
Our answer was to focus not on how but on why.
We built PRO EDU with a single question in mind: Why do some artists create work that resonates on a deeper level, while others seem to get stuck simply imitating techniques? This question became the foundation of our educational approach, guiding every course we produced. Rather than just teaching the mechanics of lighting, composition, or post-production, we wanted to help artists tap into their own creative vision—giving them the tools to understand their motivations, think critically, and develop their own artistic voice.
To achieve this, we designed our courses to be story-driven. Each course wasn’t just a series of steps; it was an exploration of an artist’s journey. We partnered with world-class instructors who were not only masters of their craft but also had compelling, authentic stories to tell. Through these stories, we aimed to show why these artists made certain creative decisions, why they pursued certain aesthetics, and why they developed the techniques they did. We wanted our audience to see the process behind the process—the inspirations, the challenges, the failures, and the aha moments that shaped these artists’ work.
The result was a kind of educational experience that went far beyond a simple tutorial. We created an immersive, narrative-driven approach that encouraged our audience not to copy what they saw, but to find their own path within it. By focusing on the “why,” we gave our students the freedom to experiment, discover, and evolve into the artists they wanted to become. They weren’t just learning how to recreate a look; they were learning how to think like an artist, to make choices that aligned with their own creative goals.
Our background in adult learning and cognitive development also played a crucial role in shaping this approach. We understood that true learning happens when you connect knowledge across disciplines—when you engage multiple parts of the brain and build new neural pathways. This is why we deliberately incorporated insights from a wide range of disciplines within each course. Rather than teaching just one rigid way to achieve a result, we encouraged our instructors to share influences from diverse fields: psychology, fine art, design, and even science. This cross-disciplinary approach helped students see photography and digital art in a new light, giving them a broader, more nuanced understanding of their craft.
By engaging the mind on multiple levels, we created opportunities for students to have their own “aha” moments—those flashes of inspiration that can only happen when you’re encouraged to think beyond the immediate steps in front of you. And those moments became the spark that helped our community see the value in PRO EDU. They understood that our courses weren’t just about learning a technique; they were about discovering a mindset, an approach, and a way to think creatively.
We believed so strongly in the value of this deeper learning experience that we priced our courses accordingly. While others were giving away content for free or charging minimal fees, we asked for a higher investment—$299 per course. But our students knew what they were paying for. They weren’t just buying a tutorial; they were investing in a journey. They believed in our instructors and trusted in the process because they saw the difference between following instructions and learning to create for themselves.
In the end, our commitment to focusing on why—to guiding artists toward their own unique insights and evolution—became the heart of PRO EDU. It’s why our courses didn’t just teach techniques; they helped artists break through creative blocks, find new inspiration, and build careers rooted in their own vision. By going beyond the “how” and diving into the “why,” we created something that couldn’t be found on YouTube—a transformative learning experience that allowed artists to grow in ways they never expected.
Documentary
Storytelling
On-Location
Unscripted
Multi-Cam
High-Production
Comprehensive
We Beleive You Should Never Stop Learning
Working Pros
In the early days of PRO EDU, we faced a fundamental challenge: how to set ourselves apart from the free, endless tutorials available on platforms like YouTube. With the rise of “how-to” content online, it was easy for aspiring photographers and artists to learn the basics for free. But we knew that technical instruction alone wasn’t enough to truly elevate an artist’s work or help them develop a unique, creative vision. To make PRO EDU a destination worth investing in, we had to dig deeper.
Filmed On-Location
Our answer was to focus not on how but on why.
We built PRO EDU with a single question in mind: Why do some artists create work that resonates on a deeper level, while others seem to get stuck simply imitating techniques? This question became the foundation of our educational approach, guiding every course we produced. Rather than just teaching the mechanics of lighting, composition, or post-production, we wanted to help artists tap into their own creative vision—giving them the tools to understand their motivations, think critically, and develop their own artistic voice.
To achieve this, we designed our courses to be story-driven. Each course wasn’t just a series of steps; it was an exploration of an artist’s journey. We partnered with world-class instructors who were not only masters of their craft but also had compelling, authentic stories to tell. Through these stories, we aimed to show why these artists made certain creative decisions, why they pursued certain aesthetics, and why they developed the techniques they did. We wanted our audience to see the process behind the process—the inspirations, the challenges, the failures, and the aha moments that shaped these artists’ work.
The result was a kind of educational experience that went far beyond a simple tutorial. We created an immersive, narrative-driven approach that encouraged our audience not to copy what they saw, but to find their own path within it. By focusing on the “why,” we gave our students the freedom to experiment, discover, and evolve into the artists they wanted to become. They weren’t just learning how to recreate a look; they were learning how to think like an artist, to make choices that aligned with their own creative goals.
Our background in adult learning and cognitive development also played a crucial role in shaping this approach. We understood that true learning happens when you connect knowledge across disciplines—when you engage multiple parts of the brain and build new neural pathways. This is why we deliberately incorporated insights from a wide range of disciplines within each course. Rather than teaching just one rigid way to achieve a result, we encouraged our instructors to share influences from diverse fields: psychology, fine art, design, and even science. This cross-disciplinary approach helped students see photography and digital art in a new light, giving them a broader, more nuanced understanding of their craft.
By engaging the mind on multiple levels, we created opportunities for students to have their own “aha” moments—those flashes of inspiration that can only happen when you’re encouraged to think beyond the immediate steps in front of you. And those moments became the spark that helped our community see the value in PRO EDU. They understood that our courses weren’t just about learning a technique; they were about discovering a mindset, an approach, and a way to think creatively.
We believed so strongly in the value of this deeper learning experience that we priced our courses accordingly. While others were giving away content for free or charging minimal fees, we asked for a higher investment—$299 per course. But our students knew what they were paying for. They weren’t just buying a tutorial; they were investing in a journey. They believed in our instructors and trusted in the process because they saw the difference between following instructions and learning to create for themselves.
In the end, our commitment to focusing on why—to guiding artists toward their own unique insights and evolution—became the heart of PRO EDU. It’s why our courses didn’t just teach techniques; they helped artists break through creative blocks, find new inspiration, and build careers rooted in their own vision. By going beyond the “how” and diving into the “why,” we created something that couldn’t be found on YouTube—a transformative learning experience that allowed artists to grow in ways they never expected.
Podcast Started
2015
Audio Podcasts Create
Omni-channel Presence
Blogs
Video Content For Reels
Episodes
150+ In Person
In today’s digital landscape, creating top-of-funnel organic content is essential for building brand awareness, attracting new audiences, and establishing authority. My approach is focused on developing content that doesn’t just make a quick impression but lives on indefinitely, providing ongoing value and discoverability over time. By creating SEO-rich, evergreen content, I help brands become go-to resources in their fields, leveraging organic search to draw in new leads month after month.
One of the most effective ways to achieve this is through long-form content formats like podcasts and audio-based storytelling. Podcasts, in particular, are a powerful way to engage audiences on a deeper level. They allow us to dive into complex topics, showcase expertise, and build a connection with listeners in a format that’s both convenient and engaging. When optimized for SEO with targeted keywords, episode transcripts, and smartly crafted show notes, this type of content not only captures the attention of listeners but also attracts search traffic, helping the brand rank as a subject matter expert in relevant topics.
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Podcasting Long Before Everyone Did It
At PRO EDU, we knew that building an educational platform was about more than just producing high-quality content—it was about building a vibrant, engaged community. To create something truly impactful, we needed to go beyond traditional online learning and establish a connection between our audience, our instructors, and the broader photography and digital arts industry. Leveraging industry events and key partnerships, we built a powerful network that amplified our reach and deepened our brand’s connection to the creative community.
Our approach was centered around key industry gatherings like PhotoPlus Expo and WPPI. These events brought together the best of the best—top photographers, digital artists, and industry leaders from around the world. We recognized that these events were not only a gathering place for top talent but also an ideal opportunity for us to create compelling, top-of-funnel content that would resonate with our audience and introduce new fans to our platform.
At each event, we’d set up a professional interview suite where we could meet with 15-20 of the world’s top instructors and influencers in person. These weren’t just surface-level interviews; they were in-depth, one-on-one conversations that dove into each artist’s creative process, personal journey, and insights into the industry. We used these interviews to showcase the “why” behind each artist’s work, giving our audience an inside look into the minds of the creative leaders they admired.
These interviews were more than just content—they were community-building moments. Each artist brought their own following and fan base to the conversation, expanding our reach and creating authentic connections with a new audience. By tapping into the credibility and influence of our instructors, we created a dynamic top-of-funnel marketing strategy that wasn’t just about selling courses; it was about sparking inspiration and providing real value to the community.
To make these events even more impactful, we partnered with some of the biggest brands in the photography industry. Companies like Hasselblad, Manfrotto, Fuji, SmugMug, and many others recognized the unique approach we were taking and saw the value in aligning with our mission. Through sponsorships, we were able to secure support from 15-20 industry-leading brands at each event, which not only helped fund our efforts but also amplified the reach of our content. These partnerships brought a new level of credibility and visibility to PRO EDU, allowing us to reach photographers and digital artists around the world with engaging, sponsored content that both inspired and informed.
By leveraging our relationships with top instructors and industry brands, we built a community that extended far beyond the content on our platform. These interviews and partnerships became a powerful gateway for new users, who saw PRO EDU as a trusted, industry-connected source for education, inspiration, and professional development. And for our existing audience, these interviews deepened their connection to our brand, offering them access to exclusive insights from the artists and creators they looked up to.
Ultimately, our community-driven approach allowed us to grow in a way that felt organic, authentic, and impactful. We didn’t just build an educational platform; we created a hub where artists could learn, grow, and connect with one another, surrounded by the support of the top professionals and brands in the industry. This network of relationships became the backbone of PRO EDU, setting us apart as a company that truly understood—and valued—the creative community.
A New Breed Of Courses
(Not Found On YouTube)
Omnichannel Strategy
Educational Lessons
Assignments
RAW Assets
Trailers
Bio's
Free Lessons
Lead Gens
One Course
Infinite Content
The Challenge: At PRO EDU, we knew that producing high-quality, in-depth courses was only part of the equation. To succeed in a competitive industry, we needed a data-driven approach that would maximize the reach and impact of each course release, turning it into an event that resonated across multiple channels. Our goal was to drive awareness, generate leads, and ultimately convert engaged fans into loyal customers—all while ensuring our brand stood out as a trusted, premium source of creative education.
The Strategy: Our strategy was to leverage every course release as a multi-channel campaign, rooted in data and designed to drive engagement at every stage of the customer journey. Each course launch wasn’t just a single release; it was an orchestrated event that involved months of content creation, promotion, and community engagement. Here’s how we used data to fuel each stage of these campaigns:
Campaigns On Campaigns
In-Depth Course Content as the Foundation
75-100 Lessons, 30+ Hours of Content: Every course was a comprehensive, master-level exploration of a specific topic, often featuring 75-100 lessons spanning 30+ hours of content. This depth was intentional and data-driven; we learned that our audience valued thorough, all-encompassing courses that covered every aspect of a skill or technique. By analyzing past course feedback and engagement metrics, we consistently tailored each course to meet the high expectations of our audience, ensuring they’d see the value in investing at a premium price point.
Building Credibility through Instructor Profiles and Content Previews
Instructor Bios and Cinematic Trailers: Every course launch began with a campaign to introduce our instructors, establishing their credibility through full bios, personal stories, and cinematic trailers that showcased their expertise. Data told us that audiences responded better to courses when they felt personally connected to the instructor, so we crafted bios and trailers that highlighted not only their professional credentials but also their unique creative journeys.
Mini “How-To” Segments for YouTube: We used data from YouTube to understand which bite-sized, actionable lessons resonated most with our audience. These 15-20 “show and tell” segments were released in the weeks leading up to the launch, each one offering a taste of the instructor’s teaching style and knowledge. These videos served as top-of-funnel content, driving organic traffic to our YouTube channel and establishing brand authority in relevant search results.
Engaging Cinematic Trailers and Super Trailers
Course Teasers and Super Trailers: In addition to the instructor trailers, each course had multiple cinematic “super trailers” that showcased the course structure, depth, and unique approach. We tested various trailer formats and lengths, analyzing viewer engagement data to determine the most effective formats for driving interest and conversions. These high-quality trailers were shared across social media platforms, helping us reach both existing followers and new potential customers who were visually drawn to the premium quality of our courses.
Earned Media and Partnerships for Expanded Reach
Blog Articles and Earned Media Content: For each launch, we created a series of blog articles optimized for SEO and designed to serve as earned media content. Topics included course previews, industry insights, and thought leadership pieces that positioned PRO EDU as a leading voice in creative education. By analyzing keyword data and industry trends, we crafted articles that attracted organic traffic and helped us reach new audiences.
Collaborations and Giveaways: Leveraging partnerships with industry brands like Hasselblad, Manfrotto, and Fuji, we organized giveaways and collaborations leading up to each course release. These partnerships allowed us to expand our reach, bringing in new leads from our partners’ audiences and building anticipation through high-value prizes and promotions. Through tracking and analyzing engagement from these partnerships, we optimized future collaborations to increase participation and conversion rates.
Lead Generation with Free Previews and Live Q&A Sessions
Free Course Sections: We offered early access to selected sections of the course as a lead-generation tool. Users could preview certain lessons by submitting a valid email, allowing us to build our email list and engage these leads with targeted content leading up to launch. Data on email engagement and preview views provided insights into which sections of the course resonated most with potential buyers, allowing us to fine-tune our messaging and highlight key aspects of the course.
Live Q&A with Instructors: During launch week, we hosted live Q&A sessions with the instructors, creating an interactive, community-driven experience. These sessions allowed our audience to ask questions, build a connection with the instructor, and see the value of the course firsthand. Analyzing engagement data from these events showed us the impact of live interaction on conversion rates, reinforcing the importance of real-time engagement in building trust and closing sales.
Results: Our data-driven, multi-channel approach turned each course launch into an event that captured attention, built community, and drove significant sales. The comprehensive nature of our campaigns—spanning social media, YouTube, email marketing, blog content, and live events—enabled us to reach a broad yet targeted audience, capturing leads at the top of the funnel and nurturing them through each stage of the customer journey.
Here’s how our data-driven approach impacted our business:
Increased Conversion Rates: By tracking and optimizing engagement with trailers, previews, and Q&A sessions, we saw a significant lift in course conversion rates compared to launches without these elements.
Higher Engagement Across Channels: Our YouTube “how-to” segments drove substantial organic traffic, while our blog articles boosted SEO, establishing PRO EDU as a trusted resource. These efforts not only supported immediate sales but also built long-term organic reach.
Improved Lead Generation: Our free preview strategy, paired with targeted email campaigns, provided a steady stream of qualified leads. By analyzing lead behavior, we were able to retarget high-intent users and drive additional conversions.
Takeaways: Through a strategic, data-driven approach, we were able to transform our course launches from simple product releases into impactful marketing events that strengthened our brand and expanded our reach. By combining in-depth content, cinematic storytelling, and community engagement, we created a powerful funnel that brought in new leads, built trust, and drove conversion. This approach not only differentiated PRO EDU in a crowded market but also created lasting brand equity that has positioned us as a leader in creative education.
From Production
To Licensing
Developing Talent
Writing Curriculum
Production
Post-Production
Launch
Nurturing
Client:
Helias Olis
The PRO EDU Process: Crafting Every Course with Precision, Passion, and a 360-Degree Approach
At PRO EDU, we pride ourselves on the detail and dedication that goes into every single course we produce. Over the years, we’ve refined a meticulous, end-to-end process that enables us to create exceptional educational products, often working on 4-6 major projects simultaneously with a small, tight-knit team of just 15 people. Every course is a labor of love and an exercise in precision, designed not only to teach techniques but to inspire, empower, and transform our students into true artists.
Here’s an inside look at our comprehensive process, covering every step from initial concept to final product, and how we used our approach to turn PRO EDU into a production powerhouse, a marketing innovator, and a fully integrated ed-tech company.
Every Step of The Way
1. Finding and Developing Talent – The Search for Industry Leaders
We approach talent acquisition much like a record company’s A&R (Artists and Repertoire) department. Identifying the right instructors—those with deep expertise, unique insights, and the charisma to inspire others—is a key part of our success. We scout world-class photographers, retouchers, and digital artists who not only excel at their craft but have a genuine passion for teaching.
Our Goal: Find individuals who can teach the "why" behind their work, not just the "how," helping students learn more than just technical skills. By partnering with recognized names in the industry, we add credibility to each course and ensure that our students are learning from the best.
2. Negotiating Licensing Deals – Setting Up for Mutual Success
Once we identify a potential instructor, we enter into licensing negotiations. Each agreement is carefully crafted to benefit both PRO EDU and the talent, ensuring they feel valued and fairly compensated for their time and knowledge. We discuss usage rights, royalties, and revenue-sharing models that work for both parties, giving us full licensing rights to the final content while offering the talent an ongoing revenue stream.
Our Goal: Build a fair and transparent relationship with our instructors, where they feel invested in the product’s success, leading to a more authentic, collaborative partnership. This approach also allows us to retain control over our IP, enabling us to repackage and license content down the line as we expand.
3. Writing Curriculum and Relevant Content – Crafting a Transformative Experience
Our curriculum development is where the magic begins. Working closely with each instructor, we meticulously design the course structure to ensure it’s both comprehensive and engaging. This includes planning each lesson, identifying key learning outcomes, and ensuring that the content flows logically from one module to the next. We create supporting materials like downloadable resources, step-by-step guides, and industry insights that enhance the learning experience.
Our Goal: Develop a curriculum that goes beyond technique to include theory, mindset, and creative problem-solving, turning each course into a complete educational journey. We want every course to be more than just a collection of videos—it should feel like a mentorship with a seasoned professional.
4. Training and Coaching the Talent on Camera – Making Great Instructors Shine
Many of our instructors are experts behind the camera, but they may not have experience in front of it. To ensure they’re comfortable and engaging on screen, we spend time coaching each instructor on how to communicate effectively, present confidently, and convey complex ideas in a relatable way. This preparation is key to creating an authentic, approachable experience for our students.
Our Goal: Help each instructor bring their personality and expertise to life on camera, creating a genuine connection with the audience and making the learning experience as enjoyable as it is educational.
5. Commercial Production – Producing Educational Content with Cinematic Quality
Our production process is unlike anything else in the education industry. Each course is filmed on location with full-scale commercial production quality. We often shoot a commercial photo shoot and a film shoot simultaneously, capturing both the instructional content and high-end visuals that set the tone for the entire course. Our small team handles everything from lighting and camera work to on-set direction and logistics, working with precision and efficiency to create a premium-quality product.
Our Goal: Create visually stunning, immersive content that elevates the learning experience. By treating every course like a high-budget film, we create a level of production value that positions PRO EDU as a premium, trusted brand in creative education.
6. Post-Production – Turning Raw Footage into a Polished Product
Once filming is complete, our post-production team takes over, editing hours of footage into a cohesive, engaging final product. This includes editing each lesson, creating super trailers and cinematic teasers, and producing all marketing assets. Every video is color-graded, sound-mixed, and optimized for streaming quality, ensuring our users enjoy a seamless experience.
Our Goal: Deliver a polished, professional product that reflects the high standards of PRO EDU. Post-production is also where we finalize the advertising assets, creating eye-catching trailers and promotional content that will drive interest and anticipation for the upcoming launch.
7. Product Announcement – Building Excitement 45 Days Out
About 45 days before launch, we initiate a strategic product announcement to start building awareness. This involves releasing teaser trailers, social media previews, blog posts, and email campaigns to generate interest. By sharing behind-the-scenes clips, free mini-lessons, and early-access previews, we create buzz and give our audience a taste of what’s to come.
Our Goal: Create anticipation and excitement well before the launch date. By engaging our community early, we build a pipeline of leads and nurture them towards conversion once the course goes live.
8. Product Launch – Driving Awareness, Conversion, and Engagement
Launch day is when everything comes together. We execute a multi-channel marketing campaign that includes social media ads, email blasts, partnerships, and promotions on our Shopify e-commerce site. Our team runs targeted ad campaigns to drive conversions, optimize our Shopify sales page for maximum impact, and use retargeting ads to capture any potential customers who previously engaged with our teasers.
Our Goal: Maximize conversions and turn the launch into a significant revenue-driving event. By strategically layering ads, promotions, and organic content, we make each product launch a momentous occasion that reaches both existing followers and new audiences.
9. Nurturing & Automation – Keeping Subscribers Engaged for the Long Term
After the initial excitement of the launch, we turn our focus to nurturing our subscribers and building long-term relationships. Our email automation sequences continue to deliver value, offering course recommendations, exclusive live Q&As with instructors, and early access to upcoming content. We track customer engagement and use data to refine our nurture campaigns, ensuring that our subscribers remain active and engaged with the platform.
Our Goal: Increase customer retention and lifetime value (CLTV) by continuously engaging subscribers and providing them with new content, exclusive access, and community-building experiences. This approach ensures that customers see the ongoing value in their subscription, leading to lower churn and higher MRR.
The Evolution: From Courses to a Fully Integrated Production, Ed-Tech, and Licensing Company
As our product and go-to-market strategy evolved, PRO EDU grew from a small team producing individual courses to a vertically integrated powerhouse. Today, we control every aspect of our content, from scouting talent to managing distribution, allowing us to maintain quality, maximize profitability, and create a seamless user experience. Here’s how this evolution has shaped who we are:
Full Production Control: By managing everything in-house, we maintain a high level of quality across all courses. This not only ensures consistency but allows us to pivot quickly in response to market trends and audience feedback.
Exclusive Licensing Rights: With full ownership of our intellectual property, we have the freedom to repackage and monetize content across multiple channels, providing long-term revenue streams and strategic partnerships.
Scalable SaaS-Based Model: Our subscription model, complete with custom apps and a robust e-learning platform, allows us to deliver content to a global audience while generating predictable, recurring revenue.
A Premium Brand in Creative Education: Through our rigorous, detail-oriented process, we’ve positioned PRO EDU as the go-to source for professional-level creative education. Our reputation for quality and depth continues to attract top talent and a dedicated community of subscribers.
By refining our process and focusing on vertical integration, we’ve transformed PRO EDU into more than just an online course provider. Today, we’re a full-scale production, marketing, and ed-tech company, dedicated to empowering artists around the world. Our attention to detail, passion for storytelling, and commitment to excellence are what set us apart—and we’re just getting started.
From Production
To Licensing
Developing Talent
Writing Curriculum
Production
Post-Production
Launch
Nurturing
Client:
Helias Olis
The PRO EDU Process: Crafting Every Course with Precision, Passion, and a 360-Degree Approach
At PRO EDU, we pride ourselves on the detail and dedication that goes into every single course we produce. Over the years, we’ve refined a meticulous, end-to-end process that enables us to create exceptional educational products, often working on 4-6 major projects simultaneously with a small, tight-knit team of just 15 people. Every course is a labor of love and an exercise in precision, designed not only to teach techniques but to inspire, empower, and transform our students into true artists.
Here’s an inside look at our comprehensive process, covering every step from initial concept to final product, and how we used our approach to turn PRO EDU into a production powerhouse, a marketing innovator, and a fully integrated ed-tech company.
Every Step of The Way
1. Finding and Developing Talent – The Search for Industry Leaders
We approach talent acquisition much like a record company’s A&R (Artists and Repertoire) department. Identifying the right instructors—those with deep expertise, unique insights, and the charisma to inspire others—is a key part of our success. We scout world-class photographers, retouchers, and digital artists who not only excel at their craft but have a genuine passion for teaching.
Our Goal: Find individuals who can teach the "why" behind their work, not just the "how," helping students learn more than just technical skills. By partnering with recognized names in the industry, we add credibility to each course and ensure that our students are learning from the best.
2. Negotiating Licensing Deals – Setting Up for Mutual Success
Once we identify a potential instructor, we enter into licensing negotiations. Each agreement is carefully crafted to benefit both PRO EDU and the talent, ensuring they feel valued and fairly compensated for their time and knowledge. We discuss usage rights, royalties, and revenue-sharing models that work for both parties, giving us full licensing rights to the final content while offering the talent an ongoing revenue stream.
Our Goal: Build a fair and transparent relationship with our instructors, where they feel invested in the product’s success, leading to a more authentic, collaborative partnership. This approach also allows us to retain control over our IP, enabling us to repackage and license content down the line as we expand.
3. Writing Curriculum and Relevant Content – Crafting a Transformative Experience
Our curriculum development is where the magic begins. Working closely with each instructor, we meticulously design the course structure to ensure it’s both comprehensive and engaging. This includes planning each lesson, identifying key learning outcomes, and ensuring that the content flows logically from one module to the next. We create supporting materials like downloadable resources, step-by-step guides, and industry insights that enhance the learning experience.
Our Goal: Develop a curriculum that goes beyond technique to include theory, mindset, and creative problem-solving, turning each course into a complete educational journey. We want every course to be more than just a collection of videos—it should feel like a mentorship with a seasoned professional.
4. Training and Coaching the Talent on Camera – Making Great Instructors Shine
Many of our instructors are experts behind the camera, but they may not have experience in front of it. To ensure they’re comfortable and engaging on screen, we spend time coaching each instructor on how to communicate effectively, present confidently, and convey complex ideas in a relatable way. This preparation is key to creating an authentic, approachable experience for our students.
Our Goal: Help each instructor bring their personality and expertise to life on camera, creating a genuine connection with the audience and making the learning experience as enjoyable as it is educational.
5. Commercial Production – Producing Educational Content with Cinematic Quality
Our production process is unlike anything else in the education industry. Each course is filmed on location with full-scale commercial production quality. We often shoot a commercial photo shoot and a film shoot simultaneously, capturing both the instructional content and high-end visuals that set the tone for the entire course. Our small team handles everything from lighting and camera work to on-set direction and logistics, working with precision and efficiency to create a premium-quality product.
Our Goal: Create visually stunning, immersive content that elevates the learning experience. By treating every course like a high-budget film, we create a level of production value that positions PRO EDU as a premium, trusted brand in creative education.
6. Post-Production – Turning Raw Footage into a Polished Product
Once filming is complete, our post-production team takes over, editing hours of footage into a cohesive, engaging final product. This includes editing each lesson, creating super trailers and cinematic teasers, and producing all marketing assets. Every video is color-graded, sound-mixed, and optimized for streaming quality, ensuring our users enjoy a seamless experience.
Our Goal: Deliver a polished, professional product that reflects the high standards of PRO EDU. Post-production is also where we finalize the advertising assets, creating eye-catching trailers and promotional content that will drive interest and anticipation for the upcoming launch.
7. Product Announcement – Building Excitement 45 Days Out
About 45 days before launch, we initiate a strategic product announcement to start building awareness. This involves releasing teaser trailers, social media previews, blog posts, and email campaigns to generate interest. By sharing behind-the-scenes clips, free mini-lessons, and early-access previews, we create buzz and give our audience a taste of what’s to come.
Our Goal: Create anticipation and excitement well before the launch date. By engaging our community early, we build a pipeline of leads and nurture them towards conversion once the course goes live.
8. Product Launch – Driving Awareness, Conversion, and Engagement
Launch day is when everything comes together. We execute a multi-channel marketing campaign that includes social media ads, email blasts, partnerships, and promotions on our Shopify e-commerce site. Our team runs targeted ad campaigns to drive conversions, optimize our Shopify sales page for maximum impact, and use retargeting ads to capture any potential customers who previously engaged with our teasers.
Our Goal: Maximize conversions and turn the launch into a significant revenue-driving event. By strategically layering ads, promotions, and organic content, we make each product launch a momentous occasion that reaches both existing followers and new audiences.
9. Nurturing & Automation – Keeping Subscribers Engaged for the Long Term
After the initial excitement of the launch, we turn our focus to nurturing our subscribers and building long-term relationships. Our email automation sequences continue to deliver value, offering course recommendations, exclusive live Q&As with instructors, and early access to upcoming content. We track customer engagement and use data to refine our nurture campaigns, ensuring that our subscribers remain active and engaged with the platform.
Our Goal: Increase customer retention and lifetime value (CLTV) by continuously engaging subscribers and providing them with new content, exclusive access, and community-building experiences. This approach ensures that customers see the ongoing value in their subscription, leading to lower churn and higher MRR.
The Evolution: From Courses to a Fully Integrated Production, Ed-Tech, and Licensing Company
As our product and go-to-market strategy evolved, PRO EDU grew from a small team producing individual courses to a vertically integrated powerhouse. Today, we control every aspect of our content, from scouting talent to managing distribution, allowing us to maintain quality, maximize profitability, and create a seamless user experience. Here’s how this evolution has shaped who we are:
Full Production Control: By managing everything in-house, we maintain a high level of quality across all courses. This not only ensures consistency but allows us to pivot quickly in response to market trends and audience feedback.
Exclusive Licensing Rights: With full ownership of our intellectual property, we have the freedom to repackage and monetize content across multiple channels, providing long-term revenue streams and strategic partnerships.
Scalable SaaS-Based Model: Our subscription model, complete with custom apps and a robust e-learning platform, allows us to deliver content to a global audience while generating predictable, recurring revenue.
A Premium Brand in Creative Education: Through our rigorous, detail-oriented process, we’ve positioned PRO EDU as the go-to source for professional-level creative education. Our reputation for quality and depth continues to attract top talent and a dedicated community of subscribers.
By refining our process and focusing on vertical integration, we’ve transformed PRO EDU into more than just an online course provider. Today, we’re a full-scale production, marketing, and ed-tech company, dedicated to empowering artists around the world. Our attention to detail, passion for storytelling, and commitment to excellence are what set us apart—and we’re just getting started.