Artists Within is a makeup training school in Calgary Alberta. They wanted to increase their presence online and increase the amount of students entering their makeup school. We came up with a concept to offer a guided tour and a PDF download “Guide to Become a Makeup Artist”. With their help we created a sequence of emails that help educate potential students on how to become a professional makeup artist. The call to action is to come in for a guided tour. This lead generation system has helped convince students to sign up before they’ve even come in for the guided tour.