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Sixth Workshop

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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)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Sixth Workshop primarily targets established B2B businesses seeking rebranding services to modernize and enhance their brand identity.

Audience Type

  • B2B
  • Key customer segments include business owners/founders making over 7-figures.

Industries (if B2B)

  • Not specific to one industry; any B2B businesses seeking rebranding services.

Needs – Primary Buying Considerations

  • High need for rebranding and brand modernization.
  • Desire to be viewed as market leaders within their industry.

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Not specified
  • Income Level: High (earning over 7-figures)
  • Profession: Business Owners and Founders
  • Business Size: Established businesses with significant revenue (7-figures)

Psychographics

  • Lifestyle: Business-focused, forward-thinking
  • What they value: Consistent growth, market leadership
  • Pain Points: Outdated branding and messaging
  • Buying Behavior: Invest in high-value services to enhance business success
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owner/Founder
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

Secondary Target Market (only if applicable)

  • Not applicable

2. My Message to My Target Audience

Refined Elevator Pitch

  • Sixth Workshop empowers successful B2B businesses to refresh their aging brands, injecting modern design, articulate messaging, and evocative visuals to reinstate their position as market leaders.

Understanding Their Pain Points

  • Branding is dated or tired, hampering market differentiation
  • Businesses are successful but don't look it visually
  • Struggling to elevate brand identity amid intense competition

Transformation

  • A rejuvenated brand that resonates with the modern marketplace
  • Elevated business prestige and perceived value
  • Business undergoes a visual and communicative makeover that aligns with their thriving status

Unique Selling Proposition (USP)

  • Specialized focus on rebranding for established, successful businesses
  • Proof lies in an impressive, rejuvenated brand that exudes market leadership
  • Superior understanding of the B2B ecosystem and the aesthetics of market leadership

Brand Values & One-Liners

  • 'Elevate. Differentiate. Dominate.'
  • 'Refresh your brand, reclaim your leadership.'
  • 'Your success deserves a brand to match.'

Tone

  • Sixth Workshop's voice is authoritative yet enthusiastic, channelling the excitement of helping businesses reveal their true identity. It aims to induce a feeling of confident renewal in their B2B clients.

Hero Text Idea

  • Flag Text: 'Refreshed Brands for Success'
  • Main Headline: 'Relaunching Brands to Match 7-Figure Businesses'
  • Sub Headline: 'Restore your market dominance with thorough rebranding that truly symbolizes your success. It's time to look as good as you perform.'
  • CTA: 'Refresh My Brand'

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

Website

  • SEO optimization for Wordpress platform
  • Track conversion events: Contact form submissions, Clicks on 'Refresh My Brand' CTA
  • Mobile-friendly layout overhaul considering modern-day browsing habits

Social Media

  • LinkedIn for professional networking and showcasing portfolio
  • Regular posts (2-3 times per week) featuring client success stories and rebranding tips

Paid Advertising

  • LinkedIn Sponsored Content targeting owners/founders of established businesses
  • Google Display Ads for retargeting website visitors

Content Recommendations

  • Case studies of successful rebranding projects
  • Blog posts on the importance of brand modernization

Podcasts

  • Guest appearances on B2B-focused podcasts (e.g., B2B Growth Show, The Smart B2B Marketer)

Directories

  • Listing on B2B service directories (e.g., Clutch.co, UpCity)

Publications

  • Contribution to business publications (e.g., Forbes, Business Insider) about branding trends

Partnerships & Outreach

  • Partnership with business consultancy firms for cross-promotion
  • Outreach to local business chambers for speaking opportunities

SEO and Content

  • Keyword-rich blog posts around topics: 'brand modernization', 'B2B rebranding'

Offline and Local Media

  • Speaking engagements at business branding/workshop events
  • Direct mail strategy targeting established businesses

Online Events

  • Webinars about B2B rebranding best practices

Online Networking

  • Active participation in LinkedIn Groups related to Business Management and Branding

Cold Outreach

  • LinkedIn InMail messages to owners of businesses with outdated branding
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Branding Refresh Checklist' guide
  • 'Brand Audit' self-assessment quiz
  • 'Rebranding ROI' calculator

Tripwire Offer

  • 'Brand Health Consultation' - paid 1hr session
  • 'Logo Quick Setup' - affordable logo redesign

Welcome Sequence

  • Email 1: Welcome and guide/quiz/calculator results
  • Email 2: Testimonial share and Brand Health Consult offer
  • Email 3: Case study share

Segmentation

  • Leads categorized by quiz results for pain point identification
  • Segmented by business size and industry

Chatbot and Automation

  • Chatbot for initial queries and guide download
  • CRM automation: Contact form input leads to distinct email sequence trigger

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign, it has strong automation capabilities
  • The platform supports segmentation and drip campaign features

Sales CRM

  • Recommended platform: Pipedrive, it's very easy to use for tracking deals
  • Follow-up emails can be set as activities in Pipedrive

Automated Follow-Ups

  • Automated email sequence post initial contact form submission
  • Re-engage sequence for inactive subscribers every 6 months

Newsletter

  • Monthly frequency targeting each audience segment with relevant content
  • Topics: Rebranding insights, success stories, industry trends

Retargeting & Ads

  • LinkedIn Sponsored Content for education (rebranding importance)
  • Google Display Ads focused on case study promotion

Social Media and Content

  • 2-3 LinkedIn posts per week featuring client success stories
  • Focus on before-after transitions and the impact of rebranding

Webinars and Events

  • Monthly webinar focused on the benefits of rebranding
  • Occasional speaking engagements at business events

Other Nurture Channels

  • Using Drift for Chatbot for website visitor inquiries
  • Replies trigger tailored email sequences in ActiveCampaign

3. Sales Conversion Strategy

Sales Process

  • Set up a structured sales funnel: Discovery Call -> Proposal -> Contract -> Onboarding
  • Automate discovery call scheduling using a tool like Calendly
  • Develop a comprehensive discovery form to understand clients' needs without extensive communication
  • Implement a CRM system for lead tracking and sales activity coordination

Sales Assets

  • Develop a rebranding pitch deck showcasing portfolio and success stories
  • Create a standardized proposal template highlighting Sixth Workshop’s value proposition
  • Develop a sales script to guide discovery calls and proposal follow-ups

Testimonials and Case Studies

  • Ask satisfied clients for testimonials after projects; automate this process in CRM
  • Develop in-depth case studies showcasing rebranding success stories
  • Display testimonials and case studies prominently on the website and in proposal materials

Conversion Rate Insights

  • Track sales funnel conversion rates through CRM, identify areas for improvement
  • A/B test sales scripts and proposal content for better conversions

Urgency and Offers

  • Develop a discount program for clients ready to start rebranding within a certain timeframe
  • Promote urgency by highlighting the consequences of outdated branding in the competitive market

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee policy where revisions will be made until clients are happy with the rebranding
  • Clearly state this guarantee in proposals and pitch decks

Shock and Awe

  • Send personalized video messages to prospects after discovery calls
  • After signing a contract, consider sending a thoughtful, branded welcome gift
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome kit containing project timeline, scope of work, communication plan
  • Identity clarification questionnaire to understand client's current and desired brand attributes
  • Kickoff video call to discuss questionnaire responses and clarify mutual goals

Communication Cadence

  • Weekly progress update via email
  • Bi-weekly check-in calls to discuss milestones and follow up on queries
  • Immediate notification upon reaching major milestones via personalized video messages

Client Education

  • Access to a knowledge hub with articles on the rebranding process, benefits, tips
  • Webinars on brand modernization trends
  • Educational emails explaining our rebranding approach and strategies

Personalized Touches

  • Sending branded, handwritten thank you notes post kick-off call
  • Surprise gift on halfway point achievement
  • Celebratory end-of-project virtual event with slideshow of the rebranding journey

Visuals and Documentation

  • Before and after brand comparison collage
  • Detailed project recap report outlining the transformation process

Feedback and Proactive Support

  • Mid-project survey to collect feedback and issues
  • Dedicated support channel to address issues and provide rapid assistance

Guarantee or Promise

  • Risk-free policy: initial drafts free of charge, payment due only when drafts approved

Operational Excellence

  • Scheduled meetings always start on time with clear meeting agenda
  • Uniform brand visuals in all communications
  • Express responses, no longer than 24 hours, to all client queries

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual rebranding touch-up services
  • Introduce prepay discounts for multi-year commitments

Upsells & Cross-Sells

  • Offer ongoing brand consulting services post-rebrand
  • Upsell social media asset design or website overhaul

Bundling & Packaging

  • Create bundle packages including brand refresh, website redesign, and ongoing consultancy

Loyalty & Retention Programs

  • For repeat clients, offer additional services or hours for free
  • Set up a 'refer a peer' program for discounts on next rebranding

Custom Services and Personalization

  • Offer tiered services to customize the level of rebranding transformation required
  • Personalized add-on options (print media design, event branding)

Pricing Strategy

  • Provide discounts for long-term retainer contracts
  • Implement value-based pricing based on the scale and complexity of the project

Customer Data and Insights

  • Implement a CRM to collect and analyze customer data
  • Measure project success and client satisfaction for continual improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free brand consultation for referrers
  • 10% discount on next project for referees

Shareable Assets

  • Pre-made brand transformation stories for social media
  • Customer satisfaction video testimonials

Timing and Triggers

  • Ask for referrals after revealing rebranded identity
  • Automate referral prompt in follow-up emails

Client Success Stories

  • Regularly feature and promote client brand transformation stories
  • Showcase video testimonials on website and social media

Referral Contests

  • Quarterly 'Refer and Win' challenge with premium brand strategy sessions as prizes

Partner or Affiliate Programs

  • Establish strategic partnerships with complementary B2B service providers

Thank-You Experience

  • Personalized thank-you notes for top referrers
  • Recognition in email newsletters and social media

Take Your Marketing Plan to the Next Level

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