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Glean and Co

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customer is a busy, professional woman in her early 30s, eager to design a nursery and cherishing family above all.

Audience Type

  • B2C
  • Understanding professional women seeking a luxury, stress-free newborn photography experience

Needs – Primary Buying Considerations

  • Professional, high quality and safe newborn photography
  • Stress-free, full service documentation of their newborn journey
  • Quick turnaround time

Demographics

  • Age Range: Early 30s
  • Gender: Female
  • Geography: United States
  • Income Level: Combined household income of $150,000+
  • Profession: Professionals with careers

Psychographics

  • Lifestyle: Busy professionals, not heavily invested in reading baby books or doing DIY projects, interested in home decor
  • What they value: Professional advice, family, luxury experiences
  • Pain Points: Finding time and energy for organizing a newborn photo shoot
  • Buying Behavior: Values quality and professionalism, willing to pay for luxury services

2. My Message to My Target Audience

Refined Elevator Pitch

  • Glean and Co provides busy, professional women with stress-free, luxurious photography experiences. Through our custom newborn studio, we help new moms document their journey from pregnancy to parenthood, enabling them to treasure these precious moments forever.

Understanding Their Pain Points

  • Entailing thoughts about newborn photos while juggling personal and professional responsibilities
  • Struggling to find a comfortable, safe, and relaxed environment for newborn photography
  • Worry about organizing everything, from makeup to custom artwork for their session

Transformation

  • Stress-free, memorable, and luxurious photography experience
  • Emotional connection and joy through beautifully captured moments of their newborn
  • A cherished collection of professional photographs to decorate their home and share their journey

Unique Selling Proposition (USP)

  • Specialized, custom-built lifestyle studio designed specifically for newborn photography
  • Provides professional hair and makeup service, brings aesthetic perfection to every session
  • 1-week image turnaround time that significantly outperforms industry norms

Brand Values & One-Liners

  • 'Transforming precious memories into timeless art'
  • 'Providing more than just a service, offering an experience'
  • 'Your journey, our masterpiece'

Tone

  • Glean and Co embraces a warm, empathetic, and premium tone, reflecting our dedicated care, high-end services, and a champion of motherhood.

Hero Text Idea

  • Flag Text: 'Luxurious Newborn Photography in USA'
  • Main Headline: 'Preserving Your Precious Journey From Pregnancy to Parenthood'
  • Sub Headline: 'Experience the joy of luxurious, stress-free photography sessions, capturing your love for your newborn in timeless art. We handle everything, allowing you to cherish these beautiful moments.'
  • CTA: 'Book Your Experience Today'

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

Website

  • Continue with current hosting. Implement new branding and messaging strategy.
  • Track website visits, page views, session lengths, bounce rates, conversion rates and click paths using Google Analytics
  • Integrate with GoHighLevel CRM for tracking and managing customer interactions
  • Mobile-first approach as the target audience is likely to use mobiles for social media and casual browsing

Social Media

  • Instagram (Posts, Stories & IGTV): 3 posts per week featuring behind-the-scenes, client testimonials, and curated client shots
  • Facebook: 2 posts per week featuring client stories and special offers
  • Pinterest: Promote professional photos as home decor inspiration

Paid Advertising

  • Facebook (Meta) Ads: Retargeting ads to website visitors
  • Google Ads: Advertise for keywords relating to 'luxury newborn photography', 'professional maternity photoshoot'

Content Recommendations

  • Blogging: Weekly posting on topics like 'Preparing for a Newborn Photoshoot', 'Choosing the Right Moments to Capture', 'Incorporating Newborn Photos into Home Decor'

Podcasts

  • 'The Birth Hour': Share experiences of the journey from belly to baby, emphasizing the emotional bond created through photography
  • 'Parenting Bytes': Discuss stress-free experiences and the importance of capturing precious moments

Directories

  • 'The Bump': Showcase services to expecting mothers
  • 'Mommy Poppins': Reach mothers in major US cities

Publications

  • 'Motherly': Write guest posts on importance of capturing newborn moments
  • 'Parents': Feature ads showcasing luxurious photography experiences

Partnerships & Outreach

  • Partner with local maternity stores and OB/GYN offices: Share marketing materials
  • Collaborate with home decor brands: Offer co-promotions that stress the value of family photos as decor

SEO and Content

  • Research on relevant keywords in maternity and newborn photography
  • Implement SEO best practices to blog and website

Offline and Local Media

  • Participate in local Parents/Family expos
  • Collaborate with local maternity stores to host events/workshops

Online Events

  • Host a monthly webinar on tips for maternity and newborn photography

Online Networking

  • Engage in forums like 'BabyCenter Community'
  • Participate in Facebook groups related to motherhood, pregnancy, and interior decor

Cold Outreach

  • LinkedIn: Connect with maternity brands, maternity influencers
  • Email: Send out personalized emails to potential clients with incentives like discounted first photoshoot
During (Lead)

1. My Lead Capture System

Lead Magnet

  • '10 Tips for a Stress-Free Newborn Photoshoot' Guide
  • Baby's First Year Milestones eBook
  • Nursery Design Inspiration Lookbook

Tripwire Offer

  • Special Discount on First Newborn Photography Session
  • Mini Maternity Session at a Reduced Cost

Welcome Sequence

  • Email 1: Introduction and Thank You for Downloading Lead Magnet
  • Email 2: How to Best Use The Lead Magnet
  • Email 3: Introduction to Services and Testimonials
  • Email 4: Tripwire Offer

Segmentation

  • Leads Segmented by Stage: Maternity, Newborn, Baby Milestones
  • Segmentation by Location for Localized Offerings

Chatbot and Automation

  • Chatbot to Answer Initial Queries and Collect Leads
  • Automation for Email Marketing Sequence Triggered After Lead Magnet Download

2. My Lead Nurturing System

Marketing CRM\n- Current Platform: GoHighLevel\n- Strong Automation Capabilities that integrate with company's website for tracking and managing customer interactions\n\nSales CRM\n- Current Platform: GoHighLevel\n- An integrated sales pipeline that allows effective tracking\n- No immediate upgrades required considering the scale and setup of the business\n\nAutomated Follow-Ups\n- Post-opt-in welcome email series after lead magnet download\n- Abandoned consultation follow-up email or SMS\n- Triggers: Abandoned consultations, lead magnet downloads\n\nNewsletter\n- Bi-weekly newsletters\n- Topics: Client success stories, newborn/toddler photography tips, nursery decor inspiration\n- Segments to include: Maternity, Postnatal, Toddler stages\n\nRetargeting & Ads\n- Meta (Facebook) remarketing for website visitors\n- Google Ads for searching keywords related to 'luxurious newborn photography'\n\nSocial Media and Content\n- Post Frequency: Thrice a week on Instagram, twice a week on Facebook and regular Pinterest posts\n- Content focus: Behind-the-scenes, client testimonials, curated client shots\n\nWebinars and Events\n- Host monthly webinars on maternity and newborn photography tips\n- Participate in local Parents/Family expos\n\nOther Nurture Channels\n- Chatbot on website for initial queries and lead collection\n- SMS follow-ups for abandoned consultations\n- Personalized emails to potential clients offering incentives

3. Sales Conversion Strategy

Sales Process

  • Maintain existing online booking and AI chat assistance
  • Offer free consultation call to answer queries and assist in selecting session type
  • Automate email reminders prior to the chosen session date

Sales Assets

  • Develop sales scripts to handle common inquiries and objections
  • Create SOP for sales process, from consultation to delivery of images

Testimonials and Case Studies

  • Collect testimonials post-session for featuring on 'Wall of Love' on website
  • Publish case studies detailing successful, stress-free sessions with mothers

Conversion Rate Insights

  • Utilize GoHighLevel CRM to track conversions and identify areas of improvement
  • Set a goal to improve conversion to at least 60% within the year

Urgency and Offers

  • Introduce time-bound promotions such as 'Early Bird Offer' to incentivize timely bookings
  • Develop scarcity messaging like 'Limited Slots Available' to increase urgency

Guarantees and Risk Reversal

  • Implement a 'Satisfaction or Reshoot Guarantee', allowing for a reshoot if the mother is not entirely satisfied
  • Promote this guarantee clearly on the website and during consultation

Shock and Awe

  • Send personalized thank-you notes post-session to foster client relationships
  • Gift each mother a custom-made keepsake with her baby's photograph
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Immediately schedule a personalised welcome call post-booking.
  • Send a welcome package that includes a thank you note, newborn safety guide, and session planning information.
  • Follow-up call to ensure they've received the package and answer any questions.

Communication Cadence

  • Weekly email updates with behind-the-scenes peeks leading up to the actual session.
  • Text reminders for upcoming appointments.
  • Post-session call to discuss ordering and artwork customization details.

Client Education

  • Send a guide on "Choosing the Best Outfits for your Newborn Session".
  • Share educational videos on "How we Ensure a Safe Newborn Photograph Session".
  • Provide clear guidelines on how to prepare for the newborn photoshoot.

Personalized Touches

  • Present a surprise gift, e.g., custom portrait of mom and baby, upon their session completion.
  • Celebrate milestones, like the baby's first birthday, with personalized e-cards.
  • Send a surprise thank-you note with a sneak peek of their gallery.

Visuals and Documentation

  • Provide before and after photos of the studio setup.
  • Share a beautiful, digital presentation of their custom artwork designs.
  • Regularly present a progress recap on their artwork ordering process.

Feedback and Proactive Support

  • Implement a quick online survey post-session to gather feedback.
  • Monitor social media and website chat for instant resolution of queries or concerns.
  • Proactively reach out to confirm satisfaction post-artwork delivery and resolve any potential issues upfront.

Guarantee or Promise

  • Institute a "Love Your Photos Or Reshoot Free" policy.
  • Promise artwork delivery within a stipulated time-frame or offer a special discount.

Operational Excellence

  • Maintain strict punctuality for all scheduled sessions and calls.
  • Keep all communication crisp, professional, and warm.
  • Ensure the studio is always clean, comfortable, and well-equipped.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer maternity to toddler photo package renewals

Upsells & Cross-Sells

  • Upsell premium services e.g., framing, wall arts, photo album
  • Cross-sell family photoshoots, maternity, and baby's milestone shoots

Bundling & Packaging

  • Bundle multiple photoshoots (maternity, newborn, baby's first year) at a discounted price

Loyalty & Retention Programs

  • Loyalty program with points earned for referrals or repeat bookings

Custom Services and Personalization

  • Offer premium packages with personalized props, studio decor, and custom artwork

Pricing Strategy

  • Offer discounts on advance payment for multiple sessions

Customer Data and Insights

  • Use CRM data to track customer booking behavior and retarget for repeat service

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a $50 print credit for each successful referral.
  • Give referees a 10% discount on their newborn session.

Shareable Assets

  • Develop social media graphics showcasing photography work with a referral code.
  • Create branded referral cards for clients to share with friends.

Timing and Triggers

  • Ask for a referral after delivering gallery and order.
  • Automate referral prompt email three weeks post-session.

Client Success Stories

  • Collect and share success stories through social media and website.
  • Conduct Instagram live sessions with happy customers sharing experiences.

Referral Contests

  • Quarterly referral contests with a 'Free Family Mini Session' for winner.

Partner or Affiliate Programs

  • Collaboration with luxury nursery decor brands for affiliate referral programs.

Thank-You Experience

  • Surprise top referrers with a high-quality framed picture from their photo session.
  • Publicly thank and recognize top referrers on social media platforms.

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