Sugar Cookie Marketing

02/22 – 🏫 Cookie Class 101 🍪

🏫 Cookie Class 101 🍪

School’s in sesh – and we ain’t gatekeeping anything. Here’s how we run a cookie class (note – we’re lazy – so understand that whatever we tell ya is preceded by the question “how can we accomplish the most with the least amount of effort and still create a fantastic time for our audience?”)

 1️⃣ Marketing a Cookie Class

Apps we use:
  • Eventbrite – to list the cookie class
  • Facebook – to crosspost the class listing
  • Flodesk – to email about the class
  • Feedhive FB Planner – to schedule posts to social media about the class
  • Gmail – to email class attendees 
So – we use Eventbrite – it has fees. Why do we use it? It does a lot of the heavy lifting for even management for us, and it drives some traffic to our event as well. Could you use your own website? Sure! You’ll be able to pocket more money in exchange for the additional management work on your end – a great trade. 
We post the entire year’s class list in January – which has been a great driver to fill up seats early. 
“But how can you post a picture of your sets so early?” 
We don’t – I just use a placeholder image with the caption, “Class set photos coming soon!” To date, no one – like as in zero humans – has ever cared. Get the classes posted now – optimize them later! We like ending every class with a CTA (call-to-action) to sign up for a Christmas class even six months out. Since those classes sell out due to the nature of the seasonality of cookies at Christmas, our attendees like to feel that they snagged a class ahead of time. 

2️⃣ Class Prep

Corrie comes up with the class set and steps – which is awesome because it means it’ll easy enough for beginners (and heeeyo – those steps are included in our new membership – Cookie Class Kits – if you don’t wanna do the hard part yaself). 
The Bake-down:
  • Six Cookies – 3.5 inches
  • 4 Icing Colors – 2.5 oz – 3 oz
  • Sprinkles – Condiment Cup
Goin’ in with a “too advanced” set is going to get your audience frustrated. You may be an expert cookier, but these folks are likely just looking for a good time and not to enter the next Food Network Cookie Challenge, so go easy on ’em.
We bake one to two days before class. We may bring an extra set just incase things go south and a bag bursts or someone drops a cookie – but I like to keep that a hidden secret, and if all goes well, Corrie will package it into a kit a sell it later.
Supplies we bring to class:
  • Parchment paper (three sizes) – for cleanup
  • Baking tins (two sizes) – for designated spaces
  • 32” TV – for the PowerPoint
  • Laptop with HDMI cable – for the PowerPoint
  • Sign-in Sheet
  • DLSR Camera – professional quality photos
  • Scribes (cheap ones from Amazon)
  • Piping Practice sheets (laminated at Fedex Kinkos)
  • To-Go Boxes (Amazon has cheap ones)
  • Ziploc Baggies – for them to take icing home
If you want the exact supplies we use – I link to those in each Cookie Class Kits course – but legit, this stuff is easy to find on Amazon.

3️⃣ Class Schedule

Here’s our schedule on the day of class:
  • 10:00 AM – get to the location
  • 10:00 AM – 10:30 AM – Setup
  • 10:30 AM – 11:00 AM – Take photos / make Reels / post to Stories
  • 11:00 AM – Class Starts
  • 11:00 AM – 11:15 AM – Introductions
  • 11:15 AM – 11:20 AM – Cookie Decorating Basics (ya know – like how to use a scribe)
  • 11:20 AM – 11:30 AM – Piping Practice
  • 11:30 AM – 12:30 PM – Decorating 
  • 1:00 PM – Cleaned out and Outta There!
Obviously decorating takes up most of class – so we want to give ourselves the full hour. Find someone in class who is just above average and pace your class to them. Focusing on the slowest or fastest person will leave the rest of the class frustrated. If class is feelin’ like it’s running over, we drop off the last few “detail” steps with a quick wink over at twin2. 

4️⃣ Class Follow-Up

I wanna make sure everyone’s out the door on time to not only respect the rental space, but also to respect our time as well. Remember – every minute you go over, the less you make. A great way to get people hustlin’ is to pass out their to-go boxes in the last few steps of class. Also, start packin’ up – you’ll have folks you wanna talk your ear off – have them talk over the crinkling of parchment paper.
I pre-schedule an email through Gmail to go out 1-hour after class ends. It includes the following:
  • Link to our Vanilla Dough Recipe 
  • Link to our Royal Icing Recipe
  • Link to our Piping Practice Sheet
  • Amazon Shopping List
  • Link to the Class PPT
  • Link to Class Photos on our Facebook Page
  • Link to the 3D Printer we use for Cookie Cutters
  • Link to the Edible Food Printer called Eddie
  • Link to Chua Mats for Baking
  • Link to Piping Bags by Borderlands
  • Link to a local bake shop – Fran’s Bakery Supply in Fairfax 
  • Link to upcoming classes
  • Link to Google Review Profile / Facebook Review Profile 
That’s a lot of links, I know – I agree – but I break them up with copy – however, these are all links I do include in that final email. I find that if I leave out any of these links, someone will ask, “did you forget to send us a link to XYZ?” 
Oh – forgot to add – here’s the link to the Spotify playlist we recommended – we play this during the entire class, but if I’m honest, I play this at home while I work – that relaxing. 

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I’d absolutely recommend SCM to anyone interested in upping their marketing game. The skills, tips, and information they have given me have caused me to reach exciting new levels in my business. No other bakery page that I have found has been able to help me accomplish this much at this level.

Courtney C.
Little Crown Bakery
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