What's the tension?
What Sian is asking
StudioHawk, Hawk Academy, and the Workshop
all share the same audience pool.
The HA email list has a few thousand contacts — unsegmented. That pool includes potential StudioHawk agency leads, existing clients, and DIY founders. If workshop marketing goes to the whole list without a clear strategy, it risks: mixed messaging, cannibalising high-value agency leads, and blurring what Hawk Academy stands for.
Risk 1
Mixed Messaging
A $3,500 workshop offer landing in the inbox of a potential retainer client sends the wrong signal.
Risk 2
Cannibalisation
A high-intent SH lead buys a workshop instead of a retainer — lower revenue, harder to convert up later.
Risk 3
Brand Confusion
Hawk Academy loses its identity as a free education platform if it becomes a funnel for paid products.
The answer: Workshop buyer ≠ agency buyer. The fix is clear segmentation, separate email drips, and keeping the workshop out of HA and LinkedIn channels entirely. The rest of this doc shows exactly how.
Complication
It's currently branded as "Hawk Academy Workshops"
The workshop lives under the Hawk Academy brand — which directly connects it to the free ecosystem we're trying to keep separate. This makes the segmentation harder and risks reinforcing the exact confusion we're solving for. It also ties StudioHawk's paid revenue product to a free education brand.
Recommendation
Rename it after the first iteration
Run the first workshop under the current name to validate the model. After that, give it its own identity — separate from Hawk Academy and StudioHawk. A standalone brand creates a cleaner funnel, better segmentation, and room to scale without pulling at either parent brand.
How do we nurture without crossing lines?
These run independently of workshop marketing. HA emails, SH clients, and the HA Skool are not used to promote the workshop — instead they each feed into purpose-built nurture sequences based on audience fit. Contacts are assigned to each drip through a manual review of the list. All assets are reviewed and signed off by the full team before anything sends.
Drip 1 · StudioHawk ICP · Owned by SH Marketing
Agency Fit Nurture
Audience: HA signups manually identified as matching the StudioHawk ICP — businesses with scale, budget, or growth intent. Not existing SH clients.
1
Welcome + education — position Harry and SH as the authority
2
Case studies + social proof from SH client results
3
Soft CTA → book a strategy call with StudioHawk
Drip 2 · Workshop ICP · Owned by Team Harry
DIY Founder Nurture
Audience: HA signups manually identified as founders, solo operators, or small teams trying to reduce ad spend and do SEO themselves.
1
Welcome + quick win content — show what's possible with SEO + AI
2
Pain amplification — cost of paid ads, what they're missing
3
Workshop CTA → limited spots, Melbourne dates, $3,500
What happens after the workshop?
Community · SH Marketing owns
HA Skool
Replaces the LinkedIn Group. Marketing and nurture focused. Managed by Sian and Lily.
✓ Current SH clients
✓ Warm leads
✓ HA community members
✗ Workshop attendees
✗ No workshop content
Community · Team Harry owns
Workshop Skool
Workshop attendees only. Ongoing support and accountability after the 2 days.
✓ Workshop attendees only
✓ Weekly calls
✓ 6 month direct support
✗ SH clients or warm leads
✗ No HA or SH marketing
⚠️ These two communities must stay completely separate. A SH client or warm lead landing in the Workshop Skool gets exposed to workshop content and pricing. That's the ICP clash we're solving for. LinkedIn Group is retired.
Most
Stay in HA ecosystem
Continue learning via free HA content, newsletter, and community. Long-term brand advocates.
Some
Warm StudioHawk leads
Founders who finish the workshop and realise they need more than DIY. Warm, informed agency prospects.