CASE STUDY: TURNING COMMUNITY INTEREST INTO SUSTAINABLE GROWTH AT MIX CREATIVE
The Challenge: A Vision Bigger Than the Systems Supporting It
When Mindy Carlson of Mix Creative reached out, she described her business with three honest words: Scattered. Uncertain. But hopeful.
Mix Creative had become a hub of inspiration—a physical space where creatives, entrepreneurs, and collaborators could gather. But behind the scenes, the systems weren’t keeping up with the momentum.
Leads were coming in from all directions—Instagram DMs, email, events, and networking.
Follow-ups were inconsistent or forgotten.
Mindy was doing everything: marketing, communications, scheduling, cleaning—and still trying to keep leads from slipping through the cracks.
As she put it:
"I want to spend more time supporting the people in the space. Right now, I’m spending most of my time just managing it."
Her goal was clear: build a steady, simplified, and still hopeful business that sustains itself, while centering people over process.
The Strategy: Map the Flow Before You Automate It
Like many community-centered founders, Mindy wasn’t struggling from lack of leads—she was struggling from lack of structure.
So we paused before diving into tech.
Instead, we asked questions like:
“What counts as a lead worth following up with?”
“What do you want your first touchpoint to feel like?”
“Where do they fall off the map now?”
In her words:
"I’m trying to cast the net deeper, not wider. I want to find people who are collaborative, not just transactional."
This clarity became our guidepost: create a lead management system that filters for fit—not just volume.
Step 1: Define the Journey From Curiosity to Community
We mapped each entry point:
Instagram DMs – casual, specific, often forgotten
Email inquiries – typically responded to, but not tracked
Website forms (Wix) – limited data, no tagging or segmentation
QR codes at events – led to Instagram, not tour bookings
In-person networking – high potential, but no way to capture info unless someone proactively booked something
Mindy noted:
"Unless they’ve booked something through the website, they’re getting lost."
We co-created a lead tagging structure that aligned with the business values (e.g., "event host," "coworker," "remote creative") and prioritized interest-based segmentation over hard-sell funnels.
Step 2: Brainstorming a Lead System That Matches How Mindy Connects
Rather than diving straight into choosing a tool, we spent time mapping what a functional, human-first lead system could look like for Mix Creative. The goal wasn’t to overcomplicate—it was to build a simple rhythm that could grow with the space and support Mindy’s values.
We brainstormed a system where:
An intake form—accessible from Mindy’s phone—could be used to capture lead info at in-person events or networking meetups
Fields could track lead source, interest type, engagement level, and referral source, making it easier to remember how someone connected and why they were a good fit
A simple tagging system could sort contacts by readiness (like “100% ready,” “maybe later,” or “stay in touch”)
Tour and event dates could be tracked to time follow-ups
Basic automations could send reminders and gentle nudges based on those tags or dates
“I try to keep it all in my head… but I forget half of it.”
By walking through the real-life interactions she was already having, we outlined how a future system could reduce the cognitive load and make relationship-building easier and more consistent.
Step 3: Design a Consent-Based Follow-Up Flow
We mapped a multi-stage follow-up structure based on lead readiness and Mindy's natural communication style. That included:
A personal email after a tour: Thank you + invitation to next steps
A 3-day automated nudge if no contract or booking was completed
A 7-day check-in or offer to join the email list (“let’s stay in touch”)
A 30-day soft-touch email to invite reengagement without pressure
A 3-month reminder to personally reconnect with warm leads
Mindy appreciated this tiered approach:
“If someone says no right now, I don’t want to ghost them—but I don’t want to hound them either.”
Everything was built with permission, personalization, and pacing in mind—avoiding shame or pressure, while still maintaining visibility.
Step 4: Replacing Friction with Flow — on Paper First
Once we clarified the lead journey, we looked at every point of friction in the current process and started designing what a smoother path could look like.
We brainstormed ideas like:
Updating flyers and business cards to include QR codes that link directly to the tour booking page—no more directing people to Instagram and hoping they click around
Creating a lightweight system to connect Wix booking data to Airtable, giving Mindy full visibility into who booked and when
Drafting contract-ready Airtable forms so new members could fill out what they needed without extra back-and-forth
Writing email templates for common scenarios: a “first follow-up” after a tour, and a “still thinking about it?” message a few days later
“That would be something I’d definitely use,” Mindy said, when discussing how QR codes could simplify tour bookings.
The intention was clear: make it easier for the right people to say yes, in a way that feels aligned for both sides.
The Result: From Chaos to Clarity
Mindy now has a clear, flexible, values-aligned system for managing leads—and nurturing them into long-term members or collaborators. No more tracking everything in her head. No more missed connections.
One place for every lead, with easy sorting and tags
Follow-ups that feel personal, not pushy
More time to focus on the space and the community she’s cultivating
A strategy that matches her values: collaboration over competition, people over profit
According to Mindy:
“Doing this work alongside Jacki made all the difference in how I manage my time and my business. She met me where I was - scattered/trying to play catch up/unsure of how to change it - and helped me envision what a better process would look like. She asked me the questions that I hadn’t even considered asking myself, which prompted the creation of a custom plan of action that really emphasized the connection and authenticity the my business is centered upon. Although my implementation wasn’t overnight, I had a plan of action for lead tracking and communications. Most importantly, I walked away with a newfound sense of confidence in what my specific goals were for various means of client interactions.”
What This Means for You
If you’re trying to grow a people-first business—but your lead process is duct-taped together—this is your sign to stop relying on memory.
You don’t need more followers.
You need a flow that matches your capacity, your goals, and your energy.
I help service-first business owners design relational systems that work with your style, not against it.
Let’s build the foundation that lets your community grow—without costing you your time, energy, or peace.
→ Ready to get clear on your own client journey? Check out Lead to Love.
