TDAH · The price change that built a list

TDAH was preparing for a meaningful price change tied to a new program launch, with the new pricing landing June 3. A price change is exactly the kind of moment that either grows a business or wastes a list, depending on how it is communicated. Done poorly, it reads as a money grab. Done well, it is a clarifying conversation with the audience about value and timing.

There were two parallel problems. The existing email list needed a sequence that landed the change with care and gave loyal supporters a clear path to act before the new pricing began. And the broader audience (people not yet on the list) needed a Meta ad campaign with the right urgency to drive new signups during the window the old pricing was still available.

We treated this as a multi-channel launch campaign. The email side carried care and clarity for the existing audience. The Meta side carried urgency and a clear deadline for new prospects. Both channels pointed to the same conversion event.

• Email campaign strategy and content for the existing TDAH list. A sequence designed around the upcoming price change, with a clear walkthrough of what is changing, why, and what the audience can do before June 3.
• Each email built with the structure, voice, and intention TDAH's audience already trusts, so the price change reads as continuation, not interruption.
• Meta urgency campaign launched May 12, targeting people who had engaged with the brand but not yet signed up. The campaign's deadline is the same June 3 cutoff, with creative built around the value of acting before the change.
• Refreshed print and digital flyer designs to support the program rollout across the team's in-person and live events, with new visuals reflecting the program update.
• Tracking across both channels so the team can see what is working: list growth, conversion rate, ad cost per acquisition, and the relationship between the email and ad audiences.

The email side produced visible list growth almost immediately. In a few days, TDAH gained 27 new sign-ups, a meaningful spike for a list that had been quiet, and a strong leading indicator for the broader campaign. The Meta urgency campaign launched on May 12 and is running through June 3.

Beyond the numbers, the work changed how TDAH thinks about its marketing. The list is not an afterthought. The audience is not just consuming, they are converting. And a price change, handled with care, can be the moment the relationship between a mission and its supporters gets stronger.