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[re]vitalise

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a recently promoted senior leader at a mid-to-large enterprise that is facing growth stagnation. They are ambitious, highly strategic, but also conscious about their perception in the new role, looking for strategic clarity, team alignment, and cultural transformation.

Audience Type

  • B2B
  • Key customer segments: Senior executives in mid-to-large sized industries facing growth challenges

Industries (if B2B)

  • Across various industry verticals dealing with mid-sized to large organizations

Needs – Primary Buying Considerations

  • Clear and actionable strategic roadmap
  • Team alignment and focus
  • Enhanced organizational momentum

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Not specified
  • Income Level: High (in executive level roles)
  • Profession: Senior leaders (CEO, CTO, Head of Innovation, R&D or HR Director)

Psychographics

  • Lifestyle: Driven, ambitious, future-focused
  • What they value: Innovation, psychological safety, collaboration, growth
  • Pain Points: Struggling with stagnant growth, lack of strategic clarity, team alignment
  • Buying Behavior: Open to structured frameworks, strategic workshops, and facilitation
  • Decision-Making Roles:
  • Primary Decision Maker: Senior leader
  • Secondary Decision Influencers: Other members of leadership team
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • [re]vitalise provides senior leaders in mid-sized organisations with a path to rediscover shared purpose and direction via the Align Workshop, so they can experience renewed clarity, collective momentum, and confidence.

Understanding Their Pain Points

  • Dealing with stagnant growth and lack of strategic clarity
  • Uncertainty in new roles; need to prove themselves quickly
  • Challenges aligning teams and overcoming resistance to change

Transformation

  • Gain strategic clarity and shared direction among leadership team
  • Instill confidence, trust, and a sense of shared purpose
  • Propel the organisation forward with a unified and actionable roadmap

Unique Selling Proposition (USP)

  • Unique blend of strategic rigour and human connection
  • Leverages proven tools from strategy, systems thinking, and facilitation
  • Facilitates lasting alignment beyond mere agreement

Brand Values & One-Liners

  • 'Revitalise your leadership. Reignite your organisation.'
  • 'Turn disjointed priorities into unified action plans.'
  • 'Realign for clarity, trust, and forward momentum.'

Tone

  • The tone of [re]vitalise is confident, compelling, and future-focused. We envision a customer feeling invigorated and inspired to take strategic action.

Hero Text Idea

  • Flag Text: Empowering Bold Leadership
  • Main Headline: Harness the Power of Alignment
  • Sub Headline: Break down silos, rebuild trust, and reignite your organisation’s momentum with the Align Workshop.
  • CTA: Discover the Align Workshop

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

Social Media

  • LinkedIn for frequent posting.
  • Showcase client testimonials and case studies.

Paid Advertising

  • LinkedIn for targeting recently promoted leaders.
  • Google Ads with keywords related to growth, innovation, and strategy.

Content Recommendations

  • Thought leadership articles.
  • Case studies.
  • Webinars or live sessions.

Podcasts

  • Appear on B2B and leadership podcasts.
  • Showcase the role of strategic alignment in organizations.

Directories

  • B2B service directories (Clutch.co, GoodFirms).
  • Industry-specific directories.

Publications

  • Submit to business and leadership-oriented publications.
  • Focus on topics of interest to the target audience.

Partnerships & Outreach

  • Collaborate with consultancies and networking.
  • Be active in industry events and conferences.

SEO and Content

  • Blog on the website with SEO content.
  • Guest blogging on common platforms.

Offline and Local Media

  • Participate in local business events.
  • Conduct in-person workshops.

Online Events

  • Host webinars showcasing the Align workshop.
  • Involve past clients in the webinars.

Online Networking

  • Engage in relevant LinkedIn groups/forums.
  • Start conversations and build credibility.

Cold Outreach

  • LinkedIn for outreach to newly promoted leaders.
  • Email newsletters to prospects.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free 'Strategic Alignment Readiness' Self-assessment
  • Alignment Gap Analysis Infographic
  • Starter guide for Recent Promotees: 'Mastering your new Leadership Role in X Days'

Tripwire Offer

  • One-on-one executive coaching for newly-promoted leaders
  • Organizational Health Checkup/Workshop readiness call

Welcome Sequence

  • Email 1: Introduction to [re]vitalise and the alarm workshop
  • Email 2: Case study showcasing effect of alignment
  • Email 3: Personal story of the founder

Segmentation

  • Segmentation based on their position in the company
  • Segmentation based on their challenges (identified from self-assessment)

Chatbot and Automation

  • Investment in simple CRM for better lead management
  • Automated welcome email after successful lead capture
  • Basic diagnostic bot on the website for immediate query resolution

2. My Lead Nurturing System

Marketing CRM

  • Recommendation: HubSpot CRM
  • Current automation capabilities: None available
  • Recommended improvements: Set up email automation & segmentation

Sales CRM

  • Recommendation: Pipedrive (for easy pipeline tracking)

Automated Follow-Ups

  • Post-opt-in sequence to introduce the [re]vitalise Align workshop
  • Reactivation emails for prospects who have not converted into clients
  • Trigger points: After initial contact, after 1 week, and after a month

Newsletter

  • Monthly frequency
  • Topics: Strategic alignment insights, Recent successes & Testimonials, Thought leadership content

Retargeting & Ads

  • LinkedIn retargeting for recently promoted senior executives
  • Google Ads for strategy and leadership related searches

Social Media and Content

  • Post 3x weekly on LinkedIn
  • Content focus on thought leadership, client successes, and insights on strategic alignment

Webinars and Events

  • Quarterly webinars or Live AMA sessions discussing alignment and leadership strategies

Other Nurture Channels

  • Basic diagnostic chatbot on the website
  • Direct LinkedIn InMail outreach to new prospects
  • Retention series for clients who have already completed an Align workshop

3. Sales Conversion Strategy

Sales Process

  • Step 1: Outreach to primary target market via LinkedIn.
  • Step 2: Share thought leadership articles to build trust.
  • Step 3: Engage in a strategic conversation, diagnosing their current challenges.
  • Step 4: Propose Revive Workshop tailored to their specific challenges.
  • Step 5: Deliver Workshop, fostering trust, and setting stage for long-term partnership.
  • Step 6: Transition to a strategic partnership, offering additional services.
  • Step 7: Generate referrals and testimonials.

Sales Assets

  • Create trust-building, authority-establishing thought leadership articles.
  • Develop a comprehensive proposal template for the Workshop.
  • Formulate relevant scripts for discovery calls.

Testimonials and Case Studies

  • After implementation of workshop, collect testimonials from satisfied clients.
  • Document case studies, showcasing measurable results.

Conversion Rate Insights

  • Start tracking conversion rates from initial outreach to Workshop sign-up.
  • Aim for a conversion rate improvement of 10% in the next quarter.

Urgency and Offers

  • Develop seasonal offers (Example: End of Year Organizational Alignment Special).
  • Entice with limited-availability workshops to instil urgency.

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee: If not satisfied after the first day, end workshop with no billing.

Shock and Awe

  • Send a personalised thank you note on sign-up for the Workshop.
  • Post-workshop, send a customized summary report with actionable insights.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with next steps and timeline for the workshop
  • Invitation to an introductory call with [re]vitalise team
  • Physical welcome kit with workshop materials, guidebook, and welcome note

Communication Cadence

  • Weekly updates via email on the workshop progress
  • Regular check-in calls before, during, and after the workshop
  • Availability through preferred channel of communication for queries

Client Education

  • Pre-workshop guide explaining the workshop methodology, schedule and key terms
  • Post-workshop resource pack including action plans, strategic roadmap, and implementation guide
  • Access to an online resource hub with ongoing leadership and strategy materials

Personalized Touches

  • Celebratory email or call when key milestones are reached
  • Small commemorative tokens upon workshop completion
  • Handwritten thank you note addressed to each leadership team member

Visuals and Documentation

  • Comprehensive pre-and-post workshop reports detailing actions and outcomes
  • Before and after visual of organizational alignment and strategic clarity
  • Regular progress reports during the implementation phase

Feedback and Proactive Support

  • Mid-point check-in during the workshop to preemptively address concerns
  • Post-workshop evaluation survey to gather feedback
  • Quick response support system in place to address any concerns or queries during implementation

Guarantee or Promise

  • Satisfaction guarantee with a commitment to revisit areas of dissatisfaction
  • Promise of ongoing support during the implementation phase
  • Risk-free policy allowing free adjustments if desired outcomes are not achieved

Operational Excellence

  • Punctuality and professionalism upheld throughout all interactions
  • High standards maintained in all deliverables, communication, and appearance
  • Flexibility in scheduling workshops and follow-ups to work around client’s convenience

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce long-term strategic partnership contracts post-workshop
  • Offer iterative renewal of contracts for periodic business strategy evaluations

Upsells & Cross-Sells

  • Upsell follow-up sessions, coaching and further consultations
  • Cross-sell additional strategic initiatives like cultural transformation programs

Bundling & Packaging

  • Bundle the Align Workshop with a series of follow-up coaching or training sessions at a discounted rate

Loyalty & Retention Programs

  • Implement a referral program; give incentives for successful referrals from clients
  • Provide exclusive access to supplemental resources or events for repeat clients

Custom Services and Personalization

  • Offer personalized ongoing strategy evaluation and coach service add-on

Pricing Strategy

  • Offer discounted rates for long-term contracts or commitments
  • Provide value-based pricing for personalized strategic advisory services

Customer Data and Insights

  • Implement a CRM system to track customer interactions and extract valuable business insights for upselling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on the next workshop for each successful referral
  • Provide referred leads with an exclusive 5% off on their first workshop

Shareable Assets

  • Design promotional social media posts that customers can share on LinkedIn
  • Create digital referral cards with customer's unique referral code

Timing and Triggers

  • Ask for referrals after a successful workshop, during a satisfaction follow-up survey
  • Automate an email reminder for referrals two weeks after workshop completion

Client Success Stories

  • Encourage clients to share their positive experiences on LinkedIn; reshare these testimonials
  • Capture transformation stories in video format and share on website and social channels

Referral Contests

  • Hold a quarterly contest where the top referrer wins a free accountability session

Partner or Affiliate Programs

  • Set up a partner program with complementary B2B service providers

Thank-You Experience

  • Send a personalized thank-you note to customers who refer
  • Give public recognition to top referrers on social channels

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