Talk to Our Team

Resurgo Training Solutions Inc.

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Resurgo Training Solutions Inc. targets executive directors and meeting planners in professional associations. These individuals value guidance in managing organisational changes and leveraging it for growth.

Audience Type

  • B2B
  • Executive directors and meeting planners within professional associations

Industries (if B2B)

  • Professional Associations

Needs – Primary Buying Considerations

  • Need guidance to navigate organizational changes
  • Seek efficiencies and increased productivity for their organisations

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Canada
  • Income Level: Not specified
  • Profession: Executive directors and meeting planners
  • Business Size: Not specified

Psychographics

  • Lifestyle: Busy with overseeing organisational procedures
  • What they value: Efficient transformational change management
  • Pain Points: Lack of effective strategy for change management, affecting growth
  • Buying Behavior: Research-related, often making purchase decisions over longer periods (1-2 months)
  • Decision-Making Roles:
  • Primary Decision Maker: Executive Directors
  • Secondary Decision Influencers: Meeting Planners
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Resurgo Training Solutions Inc. empowers organizations to efficiently harness change, transforming it into a growth catalyst.

Understanding Their Pain Points

  • Inability to effectively manage change
  • Currently lacking direction and growth amidst industry flux
  • High turnover and productivity losses due to inefficient change management

Transformation

  • Navigating change with assurance and strategy
  • Confidence in future viability and expansion
  • Reduction in turnover and uplift in productivity post-engagement

Unique Selling Proposition (USP)

  • Real-world, lived experience in driving change
  • Track record of successful turnarounds and growth leaps
  • Supersedes competitors with practical, hands-on approach

Brand Values & One-Liners

  • 'Unlock the transformational power of change'
  • 'Driving growth through adaptive strategies'
  • 'From inefficiency to growth-leveraging mastery'

Tone

  • Our brand embodies confidence, expertise, and resilience. This inspires a sense of trust and empowerment in our clients.

Hero Text Idea

  • Flag Text: 'Evolving Canadian Organizations'
  • Main Headline: 'Mastering Change, Accelerating Growth.'
  • Sub Headline: 'Experience the power of effective change management. Transform challenges into opportunities for growth and productivity.'
  • CTA: 'Unlock Your Growth Potential'

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

Website

  • Improve website SEO for increased organic visibility
  • Optimize for mobile use based on target audience's likely browsing habits
  • Track conversions, specifically measuring contact form and phone call conversions

Social Media

  • LinkedIn: 2-3 posts weekly, focusing on thought leadership content and company updates
  • Facebook: Boost successful LinkedIn posts for broader reach, 1-2 posts weekly
  • Experiment with YouTube webinars and tutorials addressing change management

Paid Advertising

  • LinkedIn Sponsored content targeted at executives in professional associations
  • Google Ads with keywords related to change management and professional development

Content Recommendations

  • Blog posts providing tips and insights into change management
  • Case studies highlighting successful change management initiatives
  • Whitepapers on the impact of effective change management on growth

Podcasts

  • Appear on industry-specific podcasts like 'Manager Tools' and 'Coaching for Leaders'

Directories

  • Register the business in B2B directories like 'ZoomInfo' and 'Canadianbusinessdirectory.ca'

Publications

  • Publish articles in 'Business Insider Canada' and 'Canadian Business Review'

Partnerships & Outreach

  • Form partnerships with professional associations, offering members special workshops or webinars
  • Outreach to HR consultants who can recommend your services to their clients

SEO and Content

  • Optimise blog content for SEO using keywords related to change management

Offline and Local Media

  • Host in-person workshops or seminars for local professional associations
  • Sponsor related industry events

Online Events

  • Host webinars discussing change management strategies.

Online Networking

  • Join relevant LinkedIn and Reddit communities such as 'r/ExecutiveDirectors' and 'r/Seminars'

Cold Outreach

  • Target outreach to executives and HR leaders in professional associations via LinkedIn and Email
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Organizational Change Mastery Checklist: A guide providing a checklist of effective strategies for managing change.
  • Navigating Change Webinar: An on-demand webinar discussing key strategies for leading your organization through change.
  • Effect of Efficient Change Management on Growth: Direct this whitepaper at executive directors who are interested in understanding the direct correlation between effective change management and growth.

Tripwire Offer

  • 1-Hour Strategy Session: Offer a discounted strategy session where Mark Black can walk clients through their unique change-related challenges and provide actionable strategies.
  • Mini Workshop: A low-cost change management workshop aimed at equipping teams with the basic strategies for navigating change.

Welcome Sequence

  • Email 1: Personal introduction from Mark Black, outline of what they can expect in upcoming communications.
  • Email 2: An invitation to a discount on a strategy session or workshop as a thanks for signing up.
  • Email 3: Case studies or success stories.
  • Email 4: Regular newsletters with insights, tips, and occasional offers.

Segmentation

  • Tag clients based on the lead magnet downloaded to deliver more focused follow-up communications.
  • Segment audience based on role (executive director vs. meeting planner).
  • Track and segment leads based on webinar attendance or tripwire purchases.

Chatbot and Automation

  • Use a chatbot on the website for immediate engagement, answering common questions and capturing lead data.
  • Automate the lead capture process from chatbot to CRM, ensuring seamless data flow and follow up.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: CRM not provided
  • Automation capabilities: Emails, segmentation, lead generation
  • Recommended improvements or replacements: Hubspot CRM for added features like social media management, content marketing tools, and website analytics

Sales CRM

  • Current platform: CRM not provided
  • Pipeline tracking or handoff process: 1-2 month email-based communication cycle
  • Recommended upgrades: Incorporation of a CRM like Pipedrive for efficient pipeline management

Automated Follow-Ups

  • Types of automations: Post opt-in, Tripwire offer follow-up, webinar attendance follow-up
  • Frequency or triggers: Send immediately after trigger event: opt-in, tripwire purchase, or webinar attendance

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Change management tips, success stories, industry news and updates, upcoming webinars or workshops
  • Segmentation: Based on the lead magnet downloaded and roles (executive director vs meeting planner)

Retargeting & Ads

  • Platforms and goals: LinkedIn for targeted content at executives, Google Ads for keywords related to change management and professional development

Social Media and Content

  • Posting frequency: LinkedIn (2-3 posts weekly), Facebook (boosted LinkedIn posts, 1-2 posts weekly)
  • Content type or campaign focus: Thought leadership, company updates, webinar and workshop promotions

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars discussing change management strategies, partnered events with professional associations

Other Nurture Channels

  • Chatbot, SMS, LinkedIn and Email for lead generation and retention

3. Sales Conversion Strategy

Sales Process

  • Initial contact via email, followed by phone/video consultation
  • Identify points of friction like delayed responses, improve with SOPs for fast reaction
  • Automate follow-up emails for clients who haven't responded in 7 days

Sales Assets

  • Develop sales scripts that highlight lived experience & solution benefits
  • Build persuasive proposals with detailed benefits, client business growth projection
  • Create a convincing pitch deck for video calls with potential clients

Objection Handling

  • Create scripts for handling objections around cost, timeline, and efficacy
  • Assurance strategy: Offer a 30-day period for clear visible change or refund

Testimonials and Case Studies

  • Ask happy clients for testimonials right after successful engagement
  • Document detailed case studies and feature on website and proposals

Conversion Rate Insights

  • Estimate current conversion rate from initial enquiry to sale. Aim for a 20% improvement
  • Use CRM to track improvements in sales process

Urgency and Offers

  • Seasonal offers: Early-bird discount for sign-ups ahead of annual association meetings
  • Scarcity: Limited slots for personalized consultations each month
  • Fast action incentive: Additional follow-up webinar for immediate sign-ups

Guarantees and Risk Reversal

  • Trust-enhancing strategy: Full refund if visible change not evident in 30 days

Shock and Awe

  • Send a branded gift upon signing a contract to foster a positive customer relationship
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email introducing Resurgo’s approach and values
  • Personalized kickoff call with agenda and defined next steps
  • Printed welcome kit with materials on change management

Communication Cadence

  • Monthly progress calls
  • Bi-weekly email updates featuring current status and upcoming activities
  • Quarterly video sessions summarizing achievements and next quarter roadmap

Client Education

  • Comprehensive guides and FAQs on change management fundamentals
  • Regular webinars focusing on efficiency and productivity
  • Instructional videos on leveraging organizational change for growth

Personalized Touches

  • Recognition emails for organizational milestones reached
  • Handwritten thank you notes post-major sessions
  • Annual customised anniversary gift

Visuals and Documentation

  • Before and after reports upon project completion showing efficieny gains
  • Regular progress recap emails with clearly presented charts and visuals

Feedback and Proactive Support

  • Bi-annual feedback surveys with tailored questions
  • System for early detection and resolution of issues

Guarantee or Promise

  • Commitment to measurable improvement in efficiency and productivity
  • “Satisfied or Session Redone” service guarantee

Operational Excellence

  • Strict adherence to scheduled calls and consultations
  • Professional appearance during video sessions
  • Clear and concise communication throughout the engagement

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an annual contract system with discount incentives for renewals
  • Offer contract extensions with additional benefits

Upsells & Cross-Sells

  • Develop advanced training packages as upsell opportunities
  • Cross-sell follow-up webinars for deeper implementation support

Bundling & Packaging

  • Create tiered service packages to cater to different sized associations
  • Bundle the main training with follow-up webinars for increased value proposition

Loyalty & Retention Programs

  • Build a referral system with training discounts for customer referrals
  • Develop loyalty program offering priority booking or exclusive webinars for loyal customers

Custom Services and Personalization

  • Offer personalized training modules based on the specific needs of the organization
  • Provide optional white-glove service for demanding customers

Pricing Strategy

  • Introduce volume discounts for associations booking multiple training sessions
  • Launch a value-based pricing strategy emphasizing transformational value

Customer Data and Insights

  • Use CRM to track client engagement and identify upsell opportunities
  • Set up analytics to identify churn risk and proactively engage with such clients

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash rewards for every successful referral made.
  • Exclusive discounts on next service purchase for both referrer and referred.

Shareable Assets

  • Pre-made social media posts highlighting benefits of Resurgo Training Solutions.
  • Email templates with personalized stories of success.
  • Customizable digital referral cards.

Timing and Triggers

  • After a successful engagement, the client is proposed with a referral request.
  • Automation triggered at the closure of the solution implementation.

Client Success Stories

  • Regular email newsletters sharing successful transformations.
  • Video testimonials featured on the website and social media.

Partner or Affiliate Programs

  • Partnership programs with professional associations for bundled offerings.
  • Affiliate programs for influencers within business growth and management spaces.

Thank-You Experience

  • Personalized thank-you video message from the CEO for top-referring clients.
  • VIP invites to select seminars or workshops as a premium thank you gesture.
  • Special feature in company newsletter for top referrers.

Referral Contests

  • Bi-annual referral contests with the prize of complimentary consulting sessions.
  • Recognition of top referrers on the company's social media channels.

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.

Claim your Bonus Call