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The College OT

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Higher education administrators intent on enhancing student success through tiered support structures and innovation.

Audience Type

  • B2B
  • Higher education administrators

Industries (if B2B)

  • Higher Education

Needs – Primary Buying Considerations

  • Efficient tools for student support
  • Workshops and training for staff and faculty

Demographics

  • Age Range: 35-55
  • Gender: Both
  • Geography: United States
  • Income Level: $80K - $150K
  • Profession: Higher education administrators
  • Business Size: Mid to Large-sized universities

Psychographics

  • Lifestyle: Busy, education-focused
  • What they value: Innovative student support structures
  • Pain Points: Providing effective student support while managing staff resources
  • Buying Behavior: Seeking out-of-box solutions for pressing problems
  • Decision-Making Roles:
  • Primary Decision Maker: Higher education administrators
  • Secondary Decision Influencers: Faculty and staff
  • Support Roles: External consultants

2. My Message to My Target Audience

Refined Elevator Pitch

  • The College OT bridges the gap for higher education institutions, delivering streamlined preventative student success strategies and empowering faculty and staff with effortless support.

Understanding Their Pain Points

  • Unstructured support for student success
  • Higher ed institutions grappling with ineffective preventative measures
  • Overwhelmed faculty and staff with a lack of dedicated supports

Transformation

  • Implementation of structured, multi-tiered support systems for student success
  • Eco-system of support where educators can focus on teaching
  • Higher student success rates and faculty job satisfaction after leveraging The College OT

Unique Selling Proposition (USP)

  • Specialized assessment tool and dedicated supports for faculty and staff
  • Efficient training workshops for staff and faculty
  • Industry-first, results-driven approach to student success infrastructure

Brand Values & One-Liners

  • Pioneering new students’ success paradigms, one institution at a time
  • Taking the guesswork out of student support
  • Success starts with supporting students' daily activities

Tone

  • Our brand boasts a confident, empathetic tone, reflective of our commitment to strengthening the backbone of educational institutions and fostering a sense of achievement amongst students.

Hero Text Idea

  • Flag Text: Empowering US Higher Education
  • Main Headline: Streamlining Preventative Supports for Student Success
  • Sub Headline: Bringing structure to student supports and empowering faculty for better outcomes, effortlessly
  • CTA: Start Your Transformation Today

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

Website

  • Positioning focus on services provided to Higher education institutions.
  • Wordpress platform good for customization and integration of features.
  • Track online form submissions and newsletter sign-ups for potential leads.
  • Desktop focus to align with administrative target audience.

Social Media

  • LinkedIn for connection with Higher Ed administrators and industry posts.
  • Posting frequency 3-4 times a week with both industry insights amd service highlights.

Paid Advertising

  • Google Ads targeting Higher Education keywords.
  • LinkedIn Ads targeting Higher Education Groups.

Content Recommendations

  • Case studies on successful supports for student success
  • Insight articles on the Higher Education Sector

Directories

  • HigherEdJobs.com for visibility in the Higher Education space
  • Educause.edu Higher Education Directory for networking opportunities.

Publications

  • Chronicle of Higher Education, Higher Ed Jobs, Inside Higher Ed.

Partnerships & Outreach

  • Partner with Higher Education Technology companies for software integration.
  • Outreach to Universities directly highlighting user-friendly solution.

SEO and Content

  • Blog about trends in Higher Education and effective student support methods.
  • Target keywords pertaining to Higher Education and student support.

Offline and Local Media

  • Booths at Higher Education conferences and seminars.
  • Sponsorships at local University events

Online Events

  • Webinars on how to effectively use the platform and support students

Online Networking

  • Engage in Higher Education focused LinkedIn groups
  • Participate in relevant discussions on higheredjive.com and other Higher Education forums

Cold Outreach

  • LinkedIn and email outreach to Higher Education administrators.
  • Targeted messages highlighting challenges solved with services.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Webinar: 'Boosting Student Success with Tiered Support Structures'
  • Quiz: 'How Resilient is Your Student Support System?'
  • Guide: 'Comprehensive Overlook on Preventative Supports for Student Success'

Tripwire Offer

  • Entry level workshop for staff on 'Understanding and Implementing Multi-tiered Student Support'
  • Initial assessment of current student support structures

Welcome Sequence

  • Introduction email outlining company mission and services
  • Follow-up email providing detailed explanations of services
  • Second follow-up providing testimonials from satisfied clients

Segmentation

  • Tag leads based on the type of institution they come from
  • Further categorize based on role (administrator, faculty, staff)

Chatbot and Automation

  • Implement chatbot on WordPress website to engage potential leads
  • Automation to direct leads into specific workflows based on their expressed interests

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its automation and segmentation capabilities
  • Notable features: Dynamic content, behaviour tracking, sales CRM

Sales CRM

  • Recommended platform: Pipedrive for its pipeline tracking and affordability
  • Sales process: Stage-based pipeline with custom stages from lead to close

Automated Follow-Ups

  • Welcome sequence after opt-in
  • Follow-ups for those who started the quiz but did not finish
  • Reactivation emails for unengaged contacts

Newsletter

  • Frequency: Bi-weekly
  • Topics: Student support best practices, higher ed industry insights, testimonials

Retargeting & Ads

  • Platform: Google Ads, LinkedIn
  • Goals: Drive engagement and sign-ups for webinars or downloads of the lead magnet

Social Media and Content

  • Frequency: 3 to 4 posts per week on LinkedIn
  • Type: Success stories, industry stats, webinar snippets

Webinars and Events

  • Cadence: Quarterly webinars on student support and monthly workshops on implementing multi-tier support

Other Nurture Channels

  • WhatsApp for follow-up with interested universities
  • Chatbot on the website for instant engagement and lead capture

3. Sales Conversion Strategy

Sales Process

  • Strategize communications funnel: from first touchpoint to a paying customer
  • Create streamlined onboarding sequence for new clients
  • Develop automated email sequences to nurture leads
  • Follow-up timeline: 24 hours for initial response, systematic follow-ups at 1 week, 2 weeks, and monthly intervals

Sales Assets

  • Design proposal template emphasizing value, results, and unique selling proposition
  • Create sales script focused on needs and transformation offered
  • Create standard operating procedures for sales process

Testimonials and Case Studies

  • Implement process for obtaining testimonials post-service
  • Featured testimonials on website and sales materials
  • Develop case studies after successful implementations

Conversion Rate Insights

  • Measure conversion rate from lead to paying client
  • Analyze data on leads lost in sales process and strategize retention improvements

Urgency and Offers

  • Seasonal workshops and training promotions to encourage timely sign-ups
  • 'Fast-mover' discounts on trainings implemented within a set period of time

Guarantees and Risk Reversal

  • Implement assurance mechanisms: Full refund within 30 days if not satisfied
  • Guaranteed visible improvements in student support structures

Shock and Awe

  • Send welcome package and personal note upon client onboarding
  • Regular appreciation gifts or notes to loyal clients
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kick-off call with the client to understand their unique challenges
  • Send a personalized welcome email outlining next steps
  • provide an introduction to the assessment tool

Communication Cadence

  • Monthly progress update calls
  • Bi-weekly emails containing status updates and milestones
  • Immediate communication of any major developments or changes

Client Education

  • An online hub of guides and training videos for the assessment tool
  • A FAQ page on the website to handle common queries
  • Institution-specific webinars on best practices for student supports

Personalized Touches

  • Celebrate enrollment anniversaries with a thank you note
  • Recognize and share success stories from faculty and students
  • Offer a surprise upgrade or bonus workshop annually

Visuals and Documentation

  • Detailed monthly reports showing progress and areas for improvement
  • Visual representation of student successes after implementation
  • Before-and-after case studies highlighting the impact

Feedback and Proactive Support

  • Online platform for clients to share feedback
  • Regular collection and analysis of feedback
  • Rapid response to identified issues or challenges

Guarantee or Promise

  • Satisfaction 'love it or leave it' policy on all our offers.

Operational Excellence

  • Ensure punctuality for all meetings and workshops
  • Consistent and professional communication from all The College OT staff
  • Strict adherence to deadlines and contracts.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement early renewal incentives for annual contracts
  • Consider offering multi-year contracts at a discounted rate

Upsells & Cross-Sells

  • Develop advanced assessments/tools as an upsell opportunity
  • Offer exclusive workshop series or in-depth training sessions as add-ons

Bundling & Packaging

  • Create a comprehensive package combining assessment tools, support services, and training
  • Develop tiered service packages based on size and needs of the universities

Loyalty & Retention Programs

  • Develop a referral program that incentivizes current clients to bring new clients
  • Consider a loyalty program that offers discounted future services based on contract length

Custom Services and Personalization

  • Offer custom support plans tailored to the specific needs of the institution or faculty
  • Develop personalized training programs based on faculty skill levels

Pricing Strategy

  • Offer discounts or additional services for long-term contracts
  • Consider a value-based pricing model for premium services

Customer Data and Insights

  • Implement a system to track engagement and use of tools, services, and training
  • Use data to identify opportunities for upsell, cross-sell, and retention initiatives

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Complimentary 1-hour training for a successful referral
  • Tiered discount system for future services to the referrer
  • Exclusive early access to new programs or workshops for referees

Shareable Assets

  • Social media graphics with strong testimonials
  • E-mail templates highlighting The College OT’s benefits
  • Downloadable PDFs outlining the benefits of The College OT

Timing and Triggers

  • Request referrals after a successful workshop or training
  • Integrate referral requests at the end of satisfaction surveys

Client Success Stories

  • Create a page on the website dedicated to success stories and testimonials
  • Regularly update social media with high performing case studies

Referral Contests

  • Quarterly referral contests with a free assessment or workshop as the prize

Partner or Affiliate Programs

  • Propose partnerships with relevant industry influencers, consultants, or organizations
  • Establish a tracking system for affiliate programs

Thank-You Experience

  • Send a personalized thank-you email to everyone who provided a successful referral
  • Special recognition for top referrers in newsletters and on social media

Take Your Marketing Plan to the Next Level

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