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Impartial, Inc,

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Law students and young professionals aged 20-30, socially conscious, and interested in advocating for criminal justice. They value community, creativity, and impact.

Audience Type

  • B2C
  • Law students, young professionals

Needs – Primary Buying Considerations

  • A sense of community
  • Making an impact in criminal justice
  • Creative engagement with criminal justice advocacy

Demographics

  • Age Range: 20-30
  • Gender: Not specified
  • Geography: United States
  • Income Level: Student income to $250K for young professional
  • Profession: Law Students, Young Professionals

Psychographics

  • Lifestyle: Socially conscious, interested in criminal justice issues
  • What they value: Community, making an impact, creative solutions
  • Pain Points: Lack of creative platforms for advocacy and connection in criminal justice field
  • Buying Behavior: Willing to pay monthly for community membership and creative offerings
  • Decision-Making Roles:
  • Primary Decision Maker: Individual
  • Secondary Decision Influencers: Peers, Social Media, Current Events
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Impartial, Inc provides socially conscious law students and professionals with unparalleled connection and impact in the criminal justice realm through unique, creative offerings, enabling them to make a real difference in their communities.

Understanding Their Pain Points

  • Frustration with the lack of creative solutions in the criminal justice field
  • Feeling of isolation, needing a space to connect with like-minded individuals
  • Desiring to contribute to real-world change but lacking the right platform

Transformation

  • Connection with a passionate, caring community of advocates
  • Personal and professional fulfillment through contributions to real-world change
  • Transformation from isolated individuals to engaged community members driving change

Unique Selling Proposition (USP)

  • Offers unique creative outputs as a form of advocacy (artwork and video games)
  • Fosters a priceless feeling of belonging to a community of like-minded advocates
  • No other platform combines creativity with advocacy in such a compelling manner

Brand Values & One-Liners

  • Creative solutions for potent justice impact
  • Uniting justice advocates through creativity
  • Igniting change one artwork, one game, one advocate at a time

Tone

  • Impartial, Inc's tone exudes passion, creativity, and a commitment to social justice. The language should inspire, motivate, and make members feel they are part of a committed and impactful community.

Hero Text Idea

  • Flag Text: Advocacy | Creativity | Community
  • Main Headline: Uniting Justice Advocates Through Creativity
  • Sub Headline: Join our community, immerse in our creative offerings, drive change in the criminal justice system.
  • CTA: Be a part of the solution. Join us.

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

Social Media

  • Focus on platforms frequented by young professionals and law students such as Instagram, LinkedIn, and Twitter
  • Posting frequency should be 3-4 times per week to keep the audience engaged
  • Share behind-the-scenes content, artwork, video game updates, and stories of advocacy impact

Paid Advertising

  • Use Meta (Facebook and Instagram) and LinkedIn for ad campaigns targeting law students and young professionals interested in criminal justice
  • Campaign goals should be brand awareness and driving traffic to the website

Content Recommendations

  • Share stories of social impact through blog posts
  • Feature video game updates and artwork related to criminal justice
  • Host Q&A sessions with lawyers and advocates in the field

Podcasts

  • Start a podcast featuring discussions on criminal justice issues and impacts of advocacy
  • Consider appearing on relevant podcasts such as "Criminal Justice Evolution Podcast" and "The Criminal Justice Insider Podcast"

Directories

  • Join directories like Justia Lawyers directory, ABA (American Bar Association) directory
  • Seek out student association directories at law schools

Publications

  • Submit content or adverts to publications read by target audience, such as "The National Jurist", "Above The Law", and "The Lawyer's Magazine"

Partnerships & Outreach

  • Work with law schools and sociology departments at universities for partnerships
  • Consider collaboration with non-profits focused on criminal justice

SEO and Content

  • Focus on keywords like "criminal justice advocacy", "justice artwork", "advocate community"
  • Regularly update blog with content focused on these keywords

Offline and Local Media

  • Organize local events or seminars related to criminal justice advocacy
  • Involve in sponsorship of law school events or social justice conferences

Online Events

  • Host webinars on justice issues and impacts of advocacy
  • Organize online game nights featuring the company's video games

Online Networking

  • Join Facebook groups and Reddit communities focused on law, social justice, and advocacy
  • Participate in discussions and share insightful content

Cold Outreach

  • Email campaigns targeted at law school student bodies and young professionals interested in social justice
  • Use LinkedIn to connect with law students and young professionals

Please note that the effectiveness of these strategies is subject to change based on the ever-evolving digital media landscape. Regular reviews and adjustments to your media plan are recommended.

During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Criminal Justice Advocacy Ebook': An informative guide to help your audience understand the intricacies of criminal justice advocacy.
  • 'First Look at New Releases': Give early access to upcoming artwork and video game releases.
  • 'Weekly Advocacy Newsletter': Curated content about criminal justice issues, personal stories, and impact highlights.

Tripwire Offer

  • 'Introductory Community Membership': Offer a discounted first-month membership to the community, giving them a taste of the benefits.
  • 'Downloadable Art Prints': Offer low-cost digital prints of the company's justice-inspired artwork as a first purchase.

Welcome Sequence

  • Welcome Email: A warm welcome to the community along with immediate access to their lead magnet.
  • Introduction to Community: Detailed breakdown of community features and benefits.
  • Exclusive Offer: Promote the tripwire offer and urge them to upgrade their engagement with the community.
  • Regular updates: Community updates, new artwork, and video game release notifications, etc.

Segmentation

  • Interest-Based: Segment based on interest indicated during sign up (artwork, video games, advocacy topics).
  • Behaviour-Based: Segment as per their interaction on the website.

Chatbot and Automation

  • Install a Chatbot on the website for real-time support and lead capturing.
  • Automate email sequences based on user behavior (click-throughs, downloads, membership upgrades) to increase engagement.

2. My Lead Nurturing System

Marketing CRM

  • Currently unidentified, consider reviewing necessary features and using a CRM like Zoho or HubSpot
  • Automation capabilities include email sequences following user behavior
  • Recommend implementing behavior-based triggers

Sales CRM

  • Consider using Pipedrive which suits small businesses and has great pipeline tracking
  • Handoff process can be streamlined using API integration between marketing and sales CRM

Automated Follow-Ups

  • Re-engagement emails for inactive users
  • Welcome sequence for new sign-ups
  • Automate reminders for community events or new creative offerings

Newsletter

  • Should be sent bi-weekly
  • Topics include criminal justice updates, member stories, new artwork or game releases
  • Segment based on primary area of interest (e.g., artwork, video games, advocacy)

Retargeting & Ads

  • Meta for remarketing to website visitors
  • LinkedIn lead ads for broader reach within law student community

Social Media and Content

  • Posting frequency of 3 times per week
  • Content types: member spotlights, behind-the-scenes, advocacy impact updates

Webinars and Events

  • Monthly webinars exploring criminal justice issues
  • Bi-monthly game nights featuring company's video games

Other Nurture Channels

  • Install chatbot on the website for real-time interaction and FAQ
  • Consider using SMS marketing for event reminders or limited time offers

3. Sales Conversion Strategy

Sales Process

  • Drive awareness through social media, targeted advertisements and content creation
  • Encourage website visits for further engagement with community and criminal justice oriented content
  • Guide visitors to engage with the community, artwork and mission-related actions
  • Offer immediate option to purchase community membership upon engagement

Steps to Reduce Friction and Improve Conversion

  • Simplify the membership registration process and remove unnecessary steps
  • Offer a free trial period for the community membership
  • Implement a chatbot or live support on the website for real-time inquiries

Follow Up Automation or Reminders

  • Automate email follow-ups for visitors who did not complete their community membership purchase
  • Send regular updates and reminders about new artwork, video games, and community events to increase engagement

Sales Assets

  • Create sales scripts focusing on the value of being part of a community that advocates for criminal justice
  • Develop templates for follow up emails, promotional campaigns, and customer service interactions

Testimonials and Case Studies

  • Regularly request testimonials from community members
  • Create case studies showcasing how the company's creativity has positively impacted criminal justice advocacy
  • Display testimonials and case studies prominently on the website and incorporate in sales materials

Conversion Rate Insights

  • Set initial goal for improvement focus: Increase Conversion Rate by 10%-15% within the first quarter
  • Routinely analyze the purchase process for potential improvements in the conversion rate

Urgency and Offers

  • Implement limited-time promotions, potentially tied to significant events in the criminal justice field
  • Develop a system of rewards and incentives for early adopters or fast-movers in the community

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee for the first month of community membership
  • Develop a transparent refund policy to boost customer trust and confidence

Shock and Awe

  • Send a welcome kit (digital or physical) to new community members to instill a feeling of exclusivity and appreciation
  • Provide occasional surprise rewards for active engagement in the community, such as unique artwork or exclusive access to new video games.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome video from a community advocate explaining mission and core values
  • Community Chatroom invite for immediate connection and participation
  • Clear next steps: getting started with community and creative offerings

Communication Cadence

  • Weekly email round-up of community activities and justice news
  • Monthly feature on a member's creative contribution with Impact highlight
  • Bi-annual virtual community events and webinars

Client Education

  • Knowledge hub with guides, videos, and FAQs on criminal justice advocacy
  • Regular updates on the impact of their contributions
  • Exclusive resources on the creative offerings of Impartial, Inc

Personalized Touches

  • Personalized anniversary note commemorating each year of belonging
  • Celebration of member's milestone as an advocate

Visuals and Documentation

  • Visual representation of their contribution and impact on the website
  • Quarterly progress recap on the overall community impact

Feedback and Proactive Support

  • Regular feedback loop through surveys
  • Quick resolutions for issues and concerns via the support chatroom

Guarantee or Promise

  • Promise of constant commitment to the cause of justice
  • Immediate support and resolution of issues or it’s free

Operational Excellence

  • Efficient and professional support system
  • Consistent engagement and communication standard between community members

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual membership plans with a slight discount for upfront payment.
  • Offer a subscription renewal reward such as a limited edition artwork or early access to new game releases.

Upsells & Cross-Sells

  • Include extra benefits for a premium tier, e.g., masterclasses with artists or developers, exclusive events.
  • Cross-sell: Offer merchandise supporting criminal justice causes, like branded T-Shirts or Art Prints.

Bundling & Packaging

  • Bundle monthly membership with exclusive art piece or game access as a premium package.
  • Group related products/offers into an "Advocate Pack" for a discounted price (community membership + Art/Game).

Loyalty & Retention Programs

  • Develop a points system where community engagement (forum posts, event attendance) earn points redeemable for discounts.
  • Offer perks for long-term members like a 'VIP Advocate' designation after a year of continuous membership.

Custom Services and Personalization

  • Introduce white-glove tier: "Impartial Insider" membership with personalized content viewing and networking opportunities.
  • Offer personalized game/story creation with artists or developers for premium members.

Pricing Strategy

  • Incentivize 6-month or annual commitment with a discounted rate.
  • Offer a 'Refer-A-Friend' program: for every successful referral give a month free or flat discount on subscription.

Customer Data and Insights

  • Use CRM to track member engagement and identify churn risks.
  • Leverage insights from CRM to create personalized communication and improve upsell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide 20% discount on community membership for referrer's next billing cycle when their referrals sign up
  • Give newly referred members a digital bundle of unique art pieces

Shareable Assets

  • Create a pre-made social media post about member experiences with a unique referral link
  • Design referral cards for members to distribute to their networks

Timing and Triggers

  • Ask for referrals after members have successfully engaged in conversation in an online forum
  • Automate referral requests to be sent when members share, like, or comment on your social media posts

Client Success Stories

  • Share member stories about how they have connected and positively impacted the criminal justice system
  • Use these success stories in emails and social media to inspire other members to refer allies

Referral Contests

  • Launch a quarterly 'Biggest Advocate' challenge where the member who brings in the most referrals gets their artwork featured

Partner or Affiliate Programs

  • Form alliances with law schools or advocacy groups; offer these institutions a percentage of their student's membership fees as commission

Thank-You Experience

  • Appreciate top referrers through features in the community newsletter
  • Send personalized thank you emails with a special community discussion appreciation badge

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