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Gigu design

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Aspiring fashion enthusiasts, professional fashion designers seeking advanced learning in Uzbekistan. They value quality education, industry-relevant skills, and effective teaching methods.

Audience Type

  • B2C
  • Fashion enthusiasts, Professional fashion designers

Needs – Primary Buying Considerations

  • Professional and practical training in fashion design
  • Ongoing learning, upskilling opportunities
  • Quality course content and experienced instructors

Demographics

  • Age Range: 18 - 40
  • Gender: Both
  • Geography: Uzbekistan
  • Income Level: Mid level income ($30,000 - $70,000)
  • Profession: Fashion enthusiasts, professionals

Psychographics

  • Lifestyle: Passionate about fashion, willing to invest in quality fashion design education
  • What they value: Skill enhancement, industry recognition, creativity
  • Pain Points: Limited advanced courses in Uzbekistan, the need for professional development
  • Buying Behavior: Value-driven buying, looks for quality over price

Decision-Making Roles

  • Primary Decision Maker: Individual
  • Secondary Decision Influencers: Peer recommendations, online reviews
  • Support Roles: Family, Financial backers

Secondary Target Market

  • International aspirants looking for virtual or remote fashion design courses. They value flexible learning schedules and renowned course content.
  • Audience Type: B2C
  • Needs: Online accessibility, Flexible learning schedules
  • Demographics: 18-35, Both genders, Global access
  • Psychographics: Willing to learn remotely, comfortable with digital learning platforms
  • Decision-Making Roles: Individual, Peer recommendations, Online reviews

2. My Message to My Target Audience

Refined Elevator Pitch

  • Gigu Design Academy empowers aspiring designers in Uzbekistan with professional design skills through a unique, hands-on curriculum, enabling them to transform their creative potential into tangible careers.

Understanding Their Pain Points

  • Lack of professional design education options in Uzbekistan
  • Limited skills hindering career opportunities in the design field
  • Struggle to turn creative passion into a market-relevant career

Transformation

  • Securing promising career opportunities in the design industry
  • Achieving personal fulfilment through mastered design skills
  • Overcoming uncertainties and confidently launching a design career

Unique Selling Proposition (USP)

  • An exclusive curriculum rooted in hands-on industry experience
  • Proven track records of alumni securing design employment
  • A competitive edge in Uzbekistan's burgeoning design sector

Brand Values & One-Liners

  • "Unlock your design potential hands-on."
  • "From creative enthusiasts to design professionals."
  • "Designing the future of creative Uzbekistan."
  • "Your passion. A professional skill."

Tone

  • Gigu Design Academy embodies inspiration, empowerment, and professional aspiration. We aim to inspire a sense of passion, motivate towards career transformation, and foster confidence in every aspiring designer we engage with.

Hero Text Idea

  • Flag Text: "Uzbekistan's Design Pacesetter"
  • Main Headline: "Make Your Mark in the Design World"
  • Sub Headline: "Transform your creative passion into a professional skill with Gigu Design Academy. Usher in the new wave of Uzbekistan's design industry."
  • CTA: "Enrol Now and Shape Your Design Future"

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

Website

  • Redesign website to include online course booking feature
  • Track conversions, number of enrollees, course page visits
  • Optimize for mobile usage due to high smartphone penetration rate in Uzbekistan

Social Media

  • Primary platforms: Instagram, Facebook
  • Secondary platforms: LinkedIn, YouTube
  • Post consistently: Minimum 3 times per week
  • Content: Student testimonials, behind-the-scenes, tutorials, course sneak-peeks

Paid Advertising

  • Google Ads: Display ads for course offerings
  • Instagram and Facebook Ads: Reach a wider local audience
  • LinkedIn Ads: Targeting professionals

Content Recommendations

  • Blog posts related to course insights, industry trends, student success stories
  • Webinars or free live tutorials as lead magnets

Partnerships & Outreach

  • Partner with local fashion brands for student project sponsorships
  • Collaborate with influencers in the fashion industry for guest lectures or live sessions

SEO and Content

  • Focus on local SEO strategies for better visibility in Uzbekistan
  • Promote keywords related to fashion design courses, fashion schools, design academy in Uzbekistan

Offline and Local Media

  • Local TV/radio spots highlighting successful alumni
  • Participate or host local fashion-related events
  • Distribute flyers or brochures in related educational institutes or fashion outlets

Online Events

  • Regular webinars or virtual workshops to engage with prospective students

Cold Outreach

  • Email marketing targeting prospective students who have shown interest or visited the website
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Guide: 'Fashion Industry Insider Tips'
  • Online masterclass: 'Introductory Session on Fashion Designing'
  • Quiz: 'What kind of Fashion Designer are you?'

Tripwire Offer

  • Mini-course: 'Design Sketching Basics for Beginners'
  • Virtual workshop: 'Understanding Fashion Trends'
  • Individual design critique or portfolio review

Welcome Sequence

  • Email 1: Welcome, reaffirm lead magnet value, and share additional resources
  • Email 2: Introduce the Academy and its mission
  • Email 3: Share success stories
  • Email 4: Personal invite to course or tripwire

Segmentation

  • Tag leads by engagement level (opened emails, clicked links, course enrollees)
  • Segment by course of interest (based on page visits)

Chatbot and Automation

  • Use chatbot for immediate query response
  • Automate follow-ups with chatbot interaction transcripts

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified, recommend exploring options such as Hubspot or Zoho for comprehensive automation
  • Automation capabilities: investigation required
  • Recommended improvements: Define target audience segments, automated responses, and CRM-triggered email sequences

Sales CRM

  • Current platform: Unclear, lean towards CRM platforms that integrate well with marketing automation tools
  • Pipeline tracking/handoff process: Implement a system to track prospect engagement and sales readiness
  • Recommended upgrades: Consider a sales CRM like Zoho or Pipedrive that allows for easy tracking of customer journey

Automated Follow-Ups

  • Post-opt-in: Welcome email, introduction to Academy, value reinforcement
  • Other triggers: Course interest (website browsing), incomplete registration, upcoming course reminders

Newsletter

  • Frequency: Bi-monthly
  • Topics: Fashion industry insights, Academy updates, alumni feature, upcoming course previews
  • Segmentation: By interest (specific courses), engagement level, conversion stage

Retargeting & Ads

  • Instagram/Facebook Remarketing: Course highlights, alumni testimonials
  • Google Display Network: for reaching a wider audience, showcasing course offerings

Social Media and Content

  • Posting frequency: Minimum 3× weekly
  • Content focus: Student stories, course previews, industry trends, interactive polls/quizzes

Webinars and Events

  • Monthly virtual webinars - fashion industry, introduction to course content, guest lectures from industry leaders

Other Nurture Channels

  • Chatbot: Immediate response to web queries, scheduling consultations
  • SMS/WhatsApp: Course reminders, major updates

3. Sales Conversion Strategy

Sales Process

  • Implement a step-by-step process: Interest => Engagement => Enroll => Nurture
  • Automate email sequences for each step (interest, engagement, enrollment)
  • Regular follow-ups on interested prospects

Sales Assets

  • Create a sales script for phone inquiries
  • SOP for handling inquiries, enrollments, and communications
  • Eye-catchy course brochure detailing course modules, benefits, and fees

Testimonials and Case Studies

  • Collect testimonials from successful alumni
  • Feature them on the website, social media, and sales materials

Conversion Rate Insights

  • Use CRM analytics to track conversion rates at every step
  • Identify drop-off points and strategize solutions

Urgency and Offers

  • Introduce early-bird discounts for prompt enrollments
  • Bundle courses for special price to drive bulk enrollments

Guarantees and Risk Reversal

  • Offer a partial refund policy within a trial period
  • Assure quality education with certified, experienced instructors

Shock and Awe

  • Send personalized welcome emails with course materials upon enrollment
  • Provide branded learning materials for enrolled students
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email featuring inspirational stories from successful alumni
  • Personalized welcome kit including a sketchbook, pencils, fabric swatches
  • Introduction webinar explaining the course structure, objectives, and outcomes

Communication Cadence

  • Bi-weekly check-in calls from instructors
  • Updates through emails and the Academy's private Facebook Group
  • Monthly video sessions breaking down progress and feedback

Client Education

  • Access to an exclusive student portal with frequently updated design resources
  • Webinars featuring industry experts
  • Regular how-to videos and FAQs on technical aspects of design

Personalized Touches

  • Birthday cards featuring fashion illustrations
  • Recognition of course completion milestones with personalized notes from instructors
  • Celebratory posts on Academy's social media pages for project accomplishments

Visuals and Documentation

  • 'Before and After' documentation of design projects
  • Course progress reports featuring visual representations

Feedback and Proactive Support

  • Mid-course survey to gather feedback and improvements
  • 24/7 online help desk
  • Weekly office hours with instructors for on-demand support

Guarantee or Promise

  • 'See the improvement or enroll in the next session free' guarantee

Operational Excellence

  • Promising scheduling flexibility for international students
  • Ensuring strict punctuality for all online and offline sessions
  • Adhering to a professional dress code and conduct for all instructors
  • Setting clear communication standards to keep students aware of the process

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual program subscriptions with a slight discount compared to monthly payments.
  • Early-bird renewal campaigns for current students approaching the end of their subscriptions.

Upsells & Cross-Sells

  • Upsell personalized mentorship or portfolio review services.
  • Cross-sell merchandise, like Gigu Design kits or designer tools.

Bundling & Packaging

  • Bundle courses together for holistic learning and offer at a reduced rate.
  • Create tiered course packages: Basic, Advanced, and Masterclass.

Loyalty & Retention Programs

  • Reward loyalty points for course renewals, redeemable for discounts on future subscriptions.
  • Introduce referral bonuses for existing customers who bring new students.

Custom Services and Personalization

  • Provide custom portfolio review sessions as a premium add-on service.
  • Offer personalized learning pathways based on individual student goals.

Pricing Strategy

  • Offer discounts for long-term subscription commitments to encourage renewal.
  • Test slight price increases for premium/advanced courses after researching competitor pricing.

Customer Data and Insights

  • Analyze CRM data to identify high-churn cohorts or courses.
  • Use customer feedback and course completion data to improve course content/tutor performance.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% course discount for referrers.
  • New applicants referred get a welcome kit with course textbooks.

Shareable Assets

  • Provide referral links shareable on socials.
  • Create a 'Refer a Friend' landing page on the website.

Timing and Triggers

  • Incentivize referrals after successful completion of a design project.
  • Automate a referral pop-up upon course completion.

Client Success Stories

  • Highlight successful alumni stories in newsletters and socials.
  • Encourage student testimonials with a 'Share Your Story' webpage.

Referral Contests

  • Run a quarterly 'Refer and Win' contest with free workshop seats as prizes.

Partner or Affiliate Programs

  • Create a partnership program with local fashion outlets for referrals.

Thank-You Experience

  • Send personalized thank-you emails for referrals.
  • Acknowledge top referrers on social media posts.

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.

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