Talk to Our Team

Boost

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Boost's primary target is elected Skilled Trades Union business managers in Canada or the USA who need a comprehensive understanding of their organization's operations, leadership, HR, and compliance dynamics.

Audience Type

  • B2B
  • Elected Union Business Managers

Needs – Primary Buying Considerations

  • Clarity and understanding of organization operations
  • Prioritized roadmap for improvement
  • Reduced risk and compliance exposure
  • Leadership confidence and team alignment
  • Solutions for HR challenges and operational efficiency

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Canada or USA
  • Income Level: Not specified
  • Profession: Elected Union Business Managers
  • Business Size: Teams of 7–15 office staff, with a member base of 1,000–3,000 members

Psychographics

  • Lifestyle: Career tradesperson turned elected leader
  • What they value: Practicality, clarity, discretion in spending members' money
  • Pain Points: Leadership, HR, and cultural complexities, office management, compliance
  • Buying Behavior: Protective of members' money, seeks straightforward expertise
  • Decision-Making Roles:
  • Primary Decision Maker: The elected Union Business Manager
  • Secondary Decision Influencers: Executive Board of the Union
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Boost offers union business leaders an avenue to see every aspect of their operations through our comprehensive 8-week Needs Assessment, allowing them to gain control, reduce risk, and foster growth.

Understanding Their Pain Points

  • Overwhelmed by inherited chaos and complex staff management
  • Struggling with compliance and leadership issues
  • Feeling slow and messy in resolving HR and operational problems

Transformation

  • Achieve leadership confidence and team alignment
  • Obtain a clear, prioritized roadmap for action
  • Gain clarity, reduce risk and foundation for growth

Unique Selling Proposition (USP)

  • Specialized for the Skilled Trades, not generic HR solutions
  • Diagnoses root causes, not just symptoms
  • Explicit emphasis on staff engagement and translating findings into actions

Brand Values & One-Liners

  • 'Empowering Union Leaders to Build Resilient, Efficient Offices'
  • 'Diagnosing Your Union’s Deep Issues, not just treating symptoms'
  • 'Transforming chaos into clarity'

Tone

-A tone of expertise, sympathy, and straightforwardness. Boost aims to make its clients feel reassured, understood, and capable.

Hero Text Idea

  • Flag Text: Unions Canada
  • Main Headline: 'Transform Your Union with The Boost Needs Assessment'
  • Sub Headline: 'Get a clear roadmap and action plan to reduce risk, improve leadership, and streamline operations in just 8 weeks'
  • CTA: 'Start Your Assessment Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Update Squarespace site to feature testimonies from satisfied union managers
  • Optimize site for mobile - union leaders may access information on-the-go
  • Track consultations booked via website using Hubspot integration

Social Media

  • Build presence on LinkedIn: post regularly about industry insights, past successful projects, and staff profiles
  • Join union-focused groups on LinkedIn.
  • Share practical tips on Twitter with appropriate industry hashtags

Paid Advertising

  • Start a LinkedIn Ad campaign: Target union business managers with sponsored posts promoting the Needs Assessment service
  • Implement Google Ads targeting keywords around union leadership problems, organizational assessments, and HR solutions

Content Recommendations

  • Regular blog posts on common problems faced by union managers and how Boost assessment can help
  • Case studies of successful projects

Partnerships & Outreach

  • Partner with leadership development and HR services firms to offer your service as a diagnostic phase

SEO and Content

  • Improve SEO with a long-term keyword strategy focused on phrases related to union leadership and organizational improvement

Offline and Local Media

  • Sponsor local events of Union business managers and leaders
  • Plan for participation in Trade shows which have proven successful in the past

Online Networking

  • Participate actively in Forums and social media groups focused on Union management

Cold Outreach

  • Use LinkedIn and direct emails to get in touch with Union business managers and introduce your service
  • Target recently elected union managers showing visible signs of frustration (turnover, grievances, etc.)

Directories

  • List in online directories for business services, especially those focused on unions or HR solutions
  • For greater local visibility, ensure listing in local online directories in Canada and the USA
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Boost Guide to Union Leadership Success': A downloadable PDF guide that provides valuable strategies and insights specific to union business managers.
  • 'Rate Your Union's Readiness': Online self-assessment quiz to help Business Managers identify areas of opportunity.
  • 'Union Leadership Webinar': A drip-fed series of online classes offering practical leadership tips and advice.

Tripwire Offer

  • 'Union Operational Efficiency Audit': A low-cost, high-value mini-assessment of the union's operations offering key insights and potential areas of risk.

Welcome Sequence

  • Welcome email thanking for the download/engagement and introducing Boost.
  • Follow-up email expanding on the pain points touched on in the lead magnet.
  • Email introducing the Needs Assessment service, highlighting benefits and linking to booking a consultation.
  • Wrap-up email with a call-to-action to book a consultation or asking for referral.

Segmentation

  • Tag leads originating from LinkedIn separately for insight into platform efficiency.
  • Track user quiz results to segment leads by their level of operational readiness.
  • Use engagement with emails (opens/clicks) to identify warmer leads.

Chatbot and Automation

  • Implement a basic chatbot on Squarespace that can answer frequently asked questions and book consultations.
  • Use Hubspot to automate initial response to lead magnet downloads, quiz completions, and consultation requests.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Workflow creation, email automation, contact management
  • Recommended improvements: Set up lead scoring to prioritize contacts based on engagement

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: Track through Hubspot deal stages
  • Recommended upgrades: Create separate Deal Pipelines for different sale processes

Automated Follow-Ups

  • Follow-up after lead magnet download to thank and provide additional information
  • Reminder for consultation booking after specified inactive period
  • Follow-up after consultation with proposal details and call to action

Newsletter

  • Frequency: Monthly
  • Topics: Union management advice, new blog or webinar alerts, past project highlights, industry updates
  • Segmentation: by source of lead and level of engagement with materials

Retargeting & Ads

  • Platforms and goals: LinkedIn remarketing for visited but not converted prospects

Social Media and Content

  • Posting frequency: twice a week on LinkedIn with industry insights or blog updates
  • Content type: Blog posts focused on union leadership and management tips, case studies

Webinars and Events

  • Suggested cadence: Bi-monthly webinars on key challenges for union leaders

Other Nurture Channels

  • Chatbot on Squarespace: for Frequently Asked Questions and consultation booking

3. Sales Conversion Strategy

Sales Process

  • Confirm lead qualification upon initial contact and tag in CRM
  • Utilize a warm intro via email or LinkedIn for initial contact
  • Conduct two call stages: 10-minute intro call and a 30-45 minute Discovery Call
  • Provide a clear, visual 2-page proposal and sample assessment summary for board approval
  • Quick issue of contract and kickoff meeting invite within 48 hours of approval

Sales Assets

  • Create a scripted email and LinkedIn template for initial contact
  • Prepare a set of key questions for the Discovery Call
  • Design a visual, non-jargony 2-page proposal and sample assessment summary

Testimonials and Case Studies

  • Collect testimonials from satisfied Business Managers post-project and showcase on website
  • Document case studies of successful projects and publish on the blog
  • Utilize testimonials in proposals and meetings

Conversion Rate Insights

  • Track conversion rate in Hubspot CRM
  • Monitor effectiveness of Discovery Calls and proposal approval
  • Implement improvements based on metrics and customer feedback

Urgency and Offers

  • Position the Needs Assessment as the 'clarity phase' before any major investments
  • Highlight the immediate start and quick results (8-week duration)
  • Reinforce necessity for risk reduction, improved operations and clarity

Guarantees and Risk Reversal

  • Emphasize focus on root cause diagnosis, not just symptom treatment
  • Highlight staff engagement process and actionable findings

Shock and Awe

  • Provide a personalized package of union-focused materials
  • Offer a symbolic token (like a small hard hat or toolset) as a gift for newly elected Business Managers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with overview of the Needs Assessment process
  • Kick-off video calls to introduce the Boost team
  • Personalized walk-through of the process and expected outcomes
  • Clear document outlining stakeholder roles, timeline, and key milestones

Communication Cadence

  • Weekly progress emails summarizing findings and next-steps
  • Monthly video calls to discuss progress, insights, and adjust plans as needed
  • Real-time notifications about important updates through the client's preferred channel

Client Education

  • “Understanding Your Union” e-book with best practices in managing union operations
  • Monthly webinars on industry trends, regulatory changes, or leadership topics
  • Access to a resource library with case studies, articles, and guides

Personalized Touches

  • Handwritten notes celebrating key milestones in the Needs Assessment process
  • Custom-branded materials relevant to each client union
  • Recognition of client anniversaries with Boost

Visuals and Documentation

  • Interactive digital reports to visualize Needs Assessment findings
  • Infographics breaking down complex recommendations into simple, actionable steps
  • Periodic 'before and after' progress recaps

Feedback and Proactive Support

  • Anonymous digital feedback forms after every major touch point
  • Dedicated support representative ready to answer queries or provide assistance
  • Systematic review of feedback with actionable improvements implemented regularly

Guarantee or Promise

  • “Got-Your-Back” policy ensuring complete satisfaction or adjustment of the service
  • Risk-free trial period to test the effectiveness of the needs assessment service

Operational Excellence

  • Appointment system with flexibility and ease for clients to schedule meetings
  • Strict code on punctuality, respecting clients' time
  • Professional attire and conduct during all direct interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer an annual contract for continuous Needs Assessment Updates

Upsells & Cross-Sells

  • Introduce managed services after the initial Needs Assessment
  • Upsell further in-depth assessments or audit services in problematic areas identified

Bundling & Packaging

  • Bundle Needs Assessment with a 'Implementation Support' package
  • Create a Needs Assessment+ package wherein Boost will guide the implementation of its suggestions

Loyalty & Retention Programs

  • Introduce a loyalty discount for customers who renew contracts or refer other Unions

Custom Services and Personalization

  • Offer customization in Needs Assessment based on size, complexity, and specific requirements of the union
  • Design a 'White-glove' tier that includes personalised walk-throughs and implementation plans

Pricing Strategy

  • Introduce discounting for longer termed contracts to encourage commitment
  • Add a premium tier with added services for higher revenue potential

Customer Data and Insights

  • Utilize CRM data to predict which customers are most likely to purchase upgrades or renew contracts
  • Implement analytics on service usage to identify most valuable features and areas for improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a $500 credit towards future services for each successful referral
  • Offer new clients referred a 10% discount on the Needs Assessment

Shareable Assets

  • Create a shareable one-pager highlighting the benefits of a Needs Assessment
  • Develop a series of social media posts client can share with their network

Timing and Triggers

  • Ask for referrals after presenting the final Needs Assessment Report
  • Automate a follow-up email in Hubspot asking for referrals one month post-engagement

Client Success Stories

  • Encourage clients to share their success on LinkedIn, highlighting the benefits of the assessment
  • Compile testimonials on the website to showcase how others have benefited

Referral Contests

  • Sponsor a quarterly challenge where the client with the most successful referrals gets a month of free consulting

Partner or Affiliate Programs

  • Partner with other consulting firms serving the union space and offer a finder's fee for each successful referral

Thank-You Experience

  • Send a premium gift basket to clients who refer a successful lead as a token of appreciation

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call