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Franklyn Institute

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Franklyn Institute targets positive, growth-focused executives willing to invest in personal development.

Audience Type

  • B2C
  • Executives, professionals, and students

Needs – Primary Buying Considerations

  • Personal development and improvement
  • Convenience of access to resources like monthly webinars

Demographics

  • Age Range: Not specified. Likely 25-60 based on the professional nature of the product
  • Gender: Not specified
  • Geography: Uganda
  • Income Level: Over $5,000 monthly
  • Profession: Executives and professionals

Psychographics

  • Lifestyle: Career-oriented
  • What they value: Personal development, growth, and convenience
  • Pain Points: Need for convenient access to personal development resources
  • Buying Behavior: Willing to invest in personal growth

2. My Message to My Target Audience

Refined Elevator Pitch

  • Franklyn Institute offers executives, professionals, and students personalized coaching and training for personal development, facilitated through our unique, convenient methods, empowering them to scale new heights in their personal and professional lives.

Understanding Their Pain Points

  • Lack of personal fulfillment despite professional success
  • Current state is complacency and unfulfilled potential
  • Struggling with stagnation, lack of personal growth, and difficulty balancing work and life.

Transformation

  • Personal and professional elevation
  • Finding inner satisfaction, increased confidence, and a better balance between personal life and work
  • Transforms into a fulfillment-driven lifestyle, achieving new heights in personal and career development.

Unique Selling Proposition (USP)

  • Convenience of monthly webinars and personalized coaching sessions
  • Proven track record of professionals achieving significant personal growth
  • Our focused approach, convenience, and affordability make us the go-to choice for personal development.

Brand Values & One-Liners

  • Engineered for your personal elevation.
  • Conquer stagnation, start growing.
  • Achieve more with Franklyn.

Tone

  • Franklyn Institute exudes a tone of ambition and positivity. We want our customers to feel empowered, motivated, and ready to take on their personal growth journey with a newfound zest for life.

Hero Text Idea

  • Flag Text: Unleashing Potential in Uganda
  • Main Headline: Escalate Your Personal Growth with Franklyn Institute
  • Sub Headline: Discover your potential. Achieve greater life balance. Empower yourself to scale new heights in your personal development journey with us.
  • CTA: Join Now and Start Growing

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

Social Media

  • Focus primarily on LinkedIn given the target audience of professionals and executives.
  • Secondary focus on Facebook for a broader reach, especially considering the popularity in Uganda.
  • Post at least 3x per week om LinkedIn and 2x per week on Facebook.
  • Content strategy to include inspirational quotes, personal development tips, event/webinar promos, and client testimonies.

Paid Advertising

  • Google AdWords targeting "personal development" and "executive coaching" keywords.
  • LinkedIn Sponsored Content targeting professionals in Uganda.
  • Facebook promoted posts targeting individuals with high income and interests in personal growth.

Content Recommendations

  • Content series on "Climbing the Professional Ladder" aimed at ambitious executives.
  • Monthly blog posts focused on common personal development areas for professionals.
  • Infographics showcasing the personal growth journey, suitable for social distribution.

Podcasts

  • Appearance on local Ugandan professional and personal development podcasts. Research required to identify specific ones.
  • Consider starting Franklyn Institute's own podcast, covering personal development topics.

Directories

  • Listing on local Ugandan business directories.
  • Inclusion in online coaching/training directories, such as the Life Coach Directory.

Publications

  • Seek to gain coverage in local Ugandan business magazines or newspapers.
  • Contribution of articles to online professional development and lifestyle publications.

Partnerships & Outreach

  • Connect with local businesses to offer coaching sessions to their executives.
  • Collaborate with universities/colleges for coaching sessions for students preparing for the workforce.

SEO and Content

  • On-page SEO optimization for "personal development Uganda".
  • Regular blog updates with keyword-focused posts on personal development topics.

Offline and Local Media

  • Sponsor local business events in Uganda with an emphasis on personal development.
  • Leverage direct mail brochures to upscale neighborhoods in Uganda advertising the institute's services.

Online Events

  • Webinars covering key personal development topics.
  • Participate in virtual professional development or self-growth summits.

Online Networking

  • Actively participate in LinkedIn groups related to personal development and executive growth.
  • Engage with other coaches and professionals in similar niches on Twitter.

Cold Outreach

  • Direct LinkedIn messages to executives in Uganda expressing the benefits of the institute's services.
  • Email outreach to local companies offering corporate coaching sessions for their executives.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Personal Growth Assessment (Quiz)
  • Weekly Personal Development Tips (Email Subscription)
  • Early Bird Access to Monthly Webinars (Sign-up Offer)

Tripwire Offer

  • Introductory Personal Development Session (Discounted Price)
  • Convenient Executive Coaching Guide (Low-cost eBook)

Welcome Sequence

  • Welcome message showcasing the value proposition
  • Regular emails on personal development tips
  • Informational webinar invites and reminders

Segmentation

  • Tag leads based on occupation (executive, professional, student)
  • Categorize based on lead magnet choice demonstrating interest area.

Chatbot and Automation

  • Chatbot on the website to gather leads and answer basic queries
  • Recommend CRM like HubSpot for better lead storage and automation

2. My Lead Nurturing System

Marketing CRM

  • No current platform
  • Considering client needs and budget, recommend Zoho CRM for its affordability and robust features

Sales CRM

  • No current platform
  • For sales pipeline tracking, Zoho CRM can serve as a comprehensive solution

Automated Follow-Ups

  • Automate follow-ups with educational and inspiring content, extending from lead magnet
  • Triggers include new subscription, lead magnet download, and webinar registration

Newsletter

  • Weekly email newsletter for all subscribers
  • Topics: personal development tips, upcoming webinars, success stories

Retargeting & Ads

  • LinkedIn ad retargeting for those visiting the website or interacting with posts
  • Facebook retargeting ads for wider audience reach in Uganda

Social Media and Content

  • Consistent posts on LinkedIn 3 times per week, Facebook 2 times per week
  • Focus on personal growth tips, success stories, and motivational content

Webinars and Events

  • Monthly webinars on personal development for executives and professionals

Other Nurture Channels

  • Automated chatbot on website to capture leads and provide immediate responses
  • Opt for platform integration with CRM (Zoho offers Zoho SalesIQ for this)

3. Sales Conversion Strategy

Sales Process

  • Develop a structured sales funnel: Attract -> Engage -> Convert -> Delight
  • Implement an online booking system for potential customers to schedule a free consultation call
  • Guide potential customers to make purchases through an easily navigable online platform

Sales Assets

  • Create a sales script that empathizes with the customer's pain points and presents Franklyn Institute as the solution
  • Develop a 'Price and Package' proposal document that outlines all the services and their respective prices
  • Establish an SOP for responding to inquiries, following up leads, and managing customer relations

Objection Handling Strategies

  • Create an FAQ document addressing common objections or concerns related to cost, time commitment, and effectiveness
  • Offer a 'First session Guarantee' where customers who are not satisfied with their first coaching session get a free follow-up session

Testimonials and Case Studies

  • Encourage successful clients to provide testimonials with specific results
  • Develop case studies that highlight a client's growth journey and share them on the website and social media

Conversion Rate Insights

  • Use website analytics to monitor user behavior and identify opportunities to increase the conversion rate
  • Implement A/B testing on landing pages, emails, and CTA buttons to identify what works best

Urgency and Offers

  • Introduce limited time promotions or discounts for customers who commit to long-term coaching
  • Provide Early Bird prices for webinars registration, setting a deadline that will drive timely action

Guarantees and Risk Reversal

  • Implement a clear refund policy for dissatisfied customers
  • Offer the 'First session Guarantee' to lower the risk for first-time customers

Shock and Awe

  • Send a personalized welcome email with a complimentary e-book or whitepaper on personal growth
  • Offer a gift or certificate of completion after the customer finishes their first program
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • At purchase, send a warm welcome email with instructions and expectations for the first coaching session
  • Deliver a digital 'kick-off' package with resources like an introductory webinar recording, self-assessment tool, and recommended reading list

Communication Cadence

  • Regular weekly email communication: coaching plan updates, upcoming webinar reminders, progress highlights, and inspiring personal development content
  • Monthly one-on-one coaching calls with individual check-ins on progress and goal alignment

Client Education

  • Access to an online knowledge hub with videos, articles, and resources on personal development
  • Ongoing webinar series on key topics, with recordings available post-event

Personalized Touches

  • Celebrate client milestones with a personalized email or social media shout-out, reinforcing their progress towards their personal development goals
  • Handwritten thank you notes delivered after completed coaching sessions
  • Annual birthday acknowledgments with a personalized email greeting

Visuals and Documentation

  • Provide a clear, visual report of the client's progression and milestones every quarter
  • Be sure that invoices, email templates, and documentation reflect the professionalism and excellence of Franklyn Institute

Feedback and Proactive Support

  • After each coaching session, ask for feedback via a quick, non-intrusive survey
  • Offer quarterly check-in calls to address any challenges and adjust the coaching plan

Guarantee or Promise

  • Promise a refund for any coaching session if the client is not entirely satisfied, promoting trust and reducing risk

Operational Excellence

  • Stress punctuality in coaching calls and responses to inquiries
  • Regular staff training on effective, empathetic communication and positive customer experiences

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual contracts for coaching with a discount for upfront payment
  • Provide incentives for contract renewal such as free additional coaching sessions

Upsells & Cross-Sells

  • Offer advanced coaching programs as an upsell to more experienced professionals
  • Cross-sell group training sessions for corporate teams

Bundling & Packaging

  • Create tiered coaching packages - basic, premium, and VIP, with increasing benefits and resources
  • Bundle coaching sessions with exclusive access to monthly webinars for higher-value packages

Loyalty & Retention Programs

  • Implement a referral program where customers get a free session for every successful referral
  • Develop a loyalty program with points earned from sessions that can be traded for additional coaching time

Custom Services and Personalization

  • Provide personalized coaching plans for premium and VIP customers
  • Offer personal development analysis reports as a custom service

Pricing Strategy

  • Offer discounts for long-term contracts to incentivize commitment
  • Introduce value-based pricing for corporate packages given the value and potential ROI for companies

Customer Data and Insights

  • Invest in a basic CRM system to track customer progression, renewals, and session engagement
  • Use customer feedback and surveys to improve offerings and identify upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Give a month's free access to monthly webinars for each successful referral
  • Offer a free one-on-one coaching session for the referee

Shareable Assets

  • Develop pre-made social media posts and email templates for users to share
  • Provide digital referral cards to make sharing easy less of a hassle

Timing and Triggers

  • Ask for referrals after a coaching session or webinar when satisfaction is fresh
  • Incorporate automatic emails or pop-ups after webinars as referral cues

Client Success Stories

  • Regularly collect and publish testimonials from users to inspire prospective ones
  • Use social media to share success stories

Referral Contests

  • Run quarterly contests rewarding top referrers
  • Give away additional free months or 'fast-track' personal development programs as prizes

Partner or Affiliate Programs

  • Partner with corporate organizations for batch enrolments with referral codes
  • Develop an ambassador program for influential, satisfied customers

Thank-You Experience

  • Send personalized thank-you emails
  • Give public recognition or certificates of achievement to top referrers

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