CONTENT STRATEGIST & WEB MANAGER
Awakened Learning is an agency founded by Dr. Deena Kara Shaffer focused on personalized support for students, families, and educators. They offer holistic strategies that centre around improved wellbeing in addition to academic performance.
Dr. Deena is a best-selling author, TEDx speaker, and acclaimed voice in pedagogy circles. Awakened Learning is home to 10+ individually contracted strategists, a roster of keynote speakers, and an official Canadian Choice Awards 2026 nominee.
ROLE: Creative director, web manager
DURATION: September 2024 - Present
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SEO
Landing page content
Blog management
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Newsletter copy editing
Product descriptions
Brand tone of voice
General copy editing
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Video editing
Pitch decks
Ecommerce management
Targeted email automations
Internal and external onboarding
Fillable forms and contracts
Linktree management
The numbers
Revenue
$22K
↑900% YoY
Checkout conversion
60%
Customers who started a checkout → Completed
Search activity
↑121%
Page visits from search results
Contextual navigation
INTENTION
Awakened Learning offers clients a wide array of services across coaching, keynotes, and community events.
Visitors should be able to quickly pick up on the unique traits that set Awakened Learning apart. We want them to easily find their way to scheduling appointments, registering for workshops, or purchasing products depending on their preference.
A concise set of menu options combined with anchored links throughout the site allow clients to explore the vast array of offerings, with additional strategic internal linking so visitors never feel like they gone adrift.
APPROACH
Digital products
Many of Awakened Learning’s offerings take place digitally, whether as a live webinar event or a downloadable video series.
INTENTION
Every product listing includes custom graphics with additional editing for cohesive digital product experiences. Product descriptions are optimized for SEO and readability and showcae Dr. Deena’s distinct tone of voice.
APPROACH
Free downloadable content
We introduce potential future clients to the powerful concepts developed by Dr. Deena with accessible PDF guides that set a tone for what they can expect from paid content.
INTENTION
Each month, subscribers receive PDF guides complete with core concepts and timely learning strategies for everything from critical analysis, to final exams, and mental health practices.
This free content drives the most organic traffic each month and is delivered with shareable social versions.
APPROACH
Physical marketing materials
Awakened Learning is often present at IRL events in educational settings, on panels, and at event spaces where Dr. Deena gains valuable face-time with potential clients.
INTENTION
APPROACH
Awakened Learning’s core style elements and branding are present in everything from bookmarks, to postcards, and even physical products like their signature reflection journal.