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PACE Advisory

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • PACE Advisory primarily targets hiring managers, Project Controls Managers, and Directors in civil engineering businesses comprising 10-100 people.

Audience Type

  • B2B
  • Key customer segments: Hiring Managers, Project Controls Managers, Directors

Industries (if B2B)

  • Civil Engineering

Needs – Primary Buying Considerations

  • Niche recruitment needs for project controls
  • Expertise and reputation in industry

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: United Kingdom
  • Income Level: Not specified
  • Profession: Hiring manager, Project Controls Manager, Director
  • Business Size: 10-100 people

Psychographics

  • Lifestyle: Professional
  • What they value: Personal Growth, Authenticity, Community, Empathy
  • Pain Points: Finding qualified candidates for project controls roles
  • Buying Behavior: Needs and values niche recruitment
  • Decision-Making Roles:
  • Primary Decision Maker: Hiring manager
  • Secondary Decision Influencers: Project Controls Manager, Director
  • Support Roles: Not specified

Secondary Target Market (only if applicable)

  • Not provided.

2. My Message to My Target Audience

Refined Elevator Pitch

  • PACE Advisory provides project control consultancies and major projects with specialized recruitment, leveraging 20 years of expertise, so they can ensure project success with the best people.

Understanding Their Pain Points

  • Difficulty in finding expert, niche staff for project controls
  • Overwhelmed with the time-consuming process of recruitment
  • Struggling with project delays due to ineffective recruitment

Transformation

  • Fill vacancies with industry-best candidates
  • Freedom from the time-consuming process of recruitment
  • Streamlined projects and improved success rates through expert staff

Unique Selling Proposition (USP)

  • Over 20 years' experience in the niche recruitment sector
  • Highly regarded reputation in the market
  • Community-focused approach to recruitment

Brand Values & One-Liners

  • 'Your project success, our recruitment expertise'
  • 'Empowering control consultancies with the best people'
  • '20 years of making project control staffing effortless'

Tone

  • Professional yet approachable, PACE Advisory seeks to communicate reliability, expertise, and a touch of community spirit, instilling confidence and trust in its capabilities.

Hero Text Idea

  • Flag Text: 'UK's Leading Project Controls Recruitment'
  • Main Headline: 'Specialized Recruitment for Project Success'
  • Sub Headline: 'Unlock project success with our 20 years' expertise in providing top talent for project controls. Bypass the struggle, enhance your project outcomes.'
  • CTA: 'Start Your Recruiting Journey Today'

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

Website

  • Enhance SEO with updated keywords related to 'Project Controls Recruitment' and 'Civil Engineering Recruitment'
  • Implement tracking for form submissions and tracking of source

Social Media

  • LinkedIn: Continued regular posting and mailouts
  • YouTube: Share testimonials and success stories

Paid Advertising

  • LinkedIn: Sponsor content to reach a wider audience
  • Google: Implement PPC campaigns with keywords related to the services

Content Recommendations

  • Blog topics around 'Benefits of Niche Recruitment'
  • Success stories of companies hiring through PACE Advisory

Partnerships & Outreach

  • Collaborate with civil engineering forums and societies for webinars or posts

SEO and Content

  • Regular blogs around the subject matter
  • Google my Business: Keep it up-to-date for local search
  • Optimization of site through keywords research

Offline and Local Media

  • Sponsor or provide speakers at regional civil engineering events

Online Events

  • Host webinars with industry experts

Online Networking

  • Engage with relevant groups on LinkedIn

Cold Outreach

  • LinkedIn: Target messages to hiring managers and directors in civil engineering companies
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Industry Report on 'Project Control Talent Trends and Future'
  • 'Creating Effective Projects Controls Team' eBook
  • Case Study: 'How Perfect Hiring Impacts Project Success'

Tripwire Offer

  • Preliminary Screening Service for a nominal fee
  • Introductory Consultation Session at a reduced price

Welcome Sequence

  • Email 1: Welcome and introduce company values (Personal Growth, Authenticity, Community, Empathy)
  • Email 2: Highlight USP and reputation
  • Email 3: Content around pain points with CTA to book consultation

Segmentation

  • By Role: Hiring Managers, Project Control Managers, Directors
  • By Recruitment Need: Regular Requirement, Occasional, One-off

Chatbot and Automation

  • Implement chatbot for instant lead capture and query resolution
  • Automate replies for frequently asked questions

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not Specified
  • Automation capabilities: Not Provided
  • Recommended improvements or replacements: HubSpot CRM for a unified and automated marketing strategy

Sales CRM

  • Current platform: Not Specified
  • Pipeline tracking or handoff process: Not Provided
  • Recommended updates: Use of Pipedrive for better conversion tracking

Automated Follow-Ups

  • Types of automations: Post-opt-in, re-engagement sequence
  • Frequency or triggers: Immediately after sign-up for welcome sequence, post 30 days of inactivity for re-engagement sequence

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Market trends, success stories, company updates
  • Segmentation: By Role (Hiring Managers, Project Controls Managers, Directors) and By Recruitment Need (Regular Requirement, Occasional, One-off)

Retargeting & Ads

  • Platforms and goals: LinkedIn and Google for reach and visibility

Social Media and Content

  • Posting frequency: Weekly on LinkedIn
  • Content type or campaign focus: Testimonials, Success stories, Trending topics in civil engineering recruitment

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars with industry experts

Other Nurture Channels

  • Chatbot, SMS, WhatsApp, or other automation tools: Implement chatbot for instant query resolution and lead capture

3. Sales Conversion Strategy

Sales Process

  • Streamline process with CRM by integrating vacancy posting, candidate sourcing, interview scheduling, and billing
  • Use CRM for timely follow up automation and reminders

Sales Assets

  • Develop an effective recruitment services proposal template for prospective clients
  • Create FAQ document to address common objections and queries upfront

Testimonials and Case Studies

  • Collect testimonials from successful placements and showcase on LinkedIn and website
  • Develop case studies highlighting past successful recruitments and use them in sales pitches and on the website

Conversion Rate Insights

  • Track conversion rates using CRM and work on continuous improvement
  • Aim to improve response times to vacancy posts to boost conversion

Urgency and Offers

  • Create seasonal hiring packages to address high demand periods in civil engineering
  • Offer fast-track recruitment services for urgent vacancies

Guarantees and Risk Reversal

  • Develop satisfaction guarantee strategy such as offers to replace recruits if not fit-for-purpose
  • Offer a short-term trial period for placements to reverse hiring risks

Shock and Awe

  • Send personalized thank you notes or branded materials to clients post-placement
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email acknowledging the partnership
  • In-depth kickoff call to align on recruitment needs
  • Clear guideline provided on next steps and role the business will play

Communication Cadence

  • Weekly updates via email on the progress of recruitment
  • Monthly review call to discuss achievements and adjustments needed
  • Quick response system within 24 hours on working days

Client Education

  • Informative guides on niche recruitment process
  • Access to FAQs specific to project control recruitment
  • Interactive videos that help understand the value of niche recruitment

Personalized Touches

  • Celebratory email with a personalized message on successful placement
  • Bi-annual gifts or business-related giveaways
  • Annual 'thank you' letter summarizing the year's achievements

Visuals and Documentation

  • Progress reports highlighting successful placements
  • Case studies demonstrating the value brought by successful placements

Feedback and Proactive Support

  • Quarterly customer satisfaction surveys
  • Proactive system for addressing issues early and effectively

Guarantee or Promise

  • Promise to fill the vacancy with the best fit candidate
  • "If not satisfied, we will rework" policy on placements within a specific period

Operational Excellence

  • Strict adherence to agreed-upon timelines
  • Professional communication standards
  • Ensured privacy and confidentiality in all dealings
  • Easy scheduling process via online tools
  • Agreement and paperwork handled with accuracy and efficiency

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce long-term contracts or annual retainers with a slight discount

Upsells & Cross-Sells

  • Provide add-ons like training programs for recruited staff
  • Offer leadership or team structure consultancies as an upsell

Bundling & Packaging

  • Design tiered service bundles including basic recruitment, training, and consultancy

Loyalty & Retention Programs

  • Develop a referral program rewarding existing clients for new customer acquisitions

Custom Services and Personalization

  • Launch premium search services for hard-to-find project control specialties

Pricing Strategy

  • Incentivize long-term contracts with discounted rates
  • Offer value-based pricing for premium services

Customer Data and Insights

  • Implement tracking systems to monitor client churn and identify upsell or cross-sell opportunities
  • Conduct regular satisfaction surveys to improve services and identify potential issues

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a discount on future services for every successful referral
  • Offer exclusive business insights or industry reports to referees

Shareable Assets

  • Create pre-made LinkedIn posts endorsing PACE Advisory
  • Provide referral cards at networking events or in direct communication with clients

Timing and Triggers

  • Ask for referrals after successfully filling a vacancy
  • Automate an email request for referrals upon invoice payment

Client Success Stories

  • Request testimonials from successful placements to share on website and social media
  • Create case studies showcasing how PACE helped companies find the right people

Referral Contests

  • Run a quarterly referral contest with a significant discount off future services for the winner

Partner or Affiliate Programs

  • Establish partnerships with industry-related businesses for mutual referrals

Thank-You Experience

  • Send a personalized thank-you video from the CEO for every successful referral
  • Recognize top referrers in company newsletters or website

Take Your Marketing Plan to the Next Level

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