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The Creative Reclaim

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a successful female over the age of 45 who wants to reconnect and revive her dormant creative abilities and is ready to explore art-making again.

Audience Type

  • B2C
  • Women pursuing personal growth

Needs – Primary Buying Considerations

  • A supportive, collaborative community that encourages artistic expression
  • Regular art-making sessions and ability to rewatch
  • Expert guidance to help rediscover their creative spark

Demographics

  • Age Range: 45 and up
  • Gender: Female
  • Geography: Not specified
  • Income Level: Not specified
  • Profession: Not specified

Psychographics

  • Lifestyle: Business savvy, have had family
  • What they value: Personal growth, Creativity, Collaboration
  • Pain Points: Suppressed creative abilities, Lack of confidence in art-making
  • Buying Behavior: Motivated to fill a personal void with creative exploration

Secondary Target Market

  • No secondary target market specified.

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Creative Reclaim helps unfulfilled, everyday people rediscover their hidden artistic talent and reclaim their creative joy. Through frequent, guided online art sessions and a supportive community, members can fill a void in their lives with confidence and happiness.

Understanding Their Pain Points

  • Neglected artistic talent due to past insecurities
  • Unfulfilled life devoid of creative expression
  • Lack of guidance to explore artistic capabilities

Transformation

  • Reignite their creative soul and joy in artmaking
  • Gain confidence and fulfillment in creative expression
  • Build a lifestyle full of creative pursuits and a supportive community

Unique Selling Proposition (USP)

  • Guided by trained art educator with decades of experience
  • Unique online sessions and record access to nurture art-making at own pace
  • Supportive community provides constant encouragement and accountability

Brand Values & One-Liners

  • 'Reignite your creative soul.'
  • 'Rediscover the joy in artmaking.'
  • 'Reclaim your birthright to create.'

Tone

  • The brand’s voice is inspiring and empowering, meant to evoke feelings of joy, confidence, and fulfillment. It serves as a supportive guide on the journey to reclaiming creative expression.

Hero Text Idea

  • Flag Text: Reignite Your Artistic Talent
  • Main Headline: Rediscover Your Hidden Creativity
  • Sub Headline: Through guided sessions and a supportive community, reclaim your creative joy and fill your life with artistic fulfillment.
  • CTA: Join The Creative Reclaim Now

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

Website

  • Squarespace to host and maintain website due to its artistic interfaces
  • Record and track user activities like page visits, membership signups, and workshop participation
  • Implement mobile-friendly design as users might access resources from various devices

Social Media

  • Focus on Instagram and Pinterest for visual promotion of art-making sessions
  • Post 3x per week minimum on Instagram showing art-making processes and community interactions
  • Use Instagram Stories for real-time updates and encouraging user-generated content

Paid Advertising

  • Promote on Facebook due to its lower cost and vast audience (aligned with target demographic)
  • Focus on Conversion campaigns with the goal of increasing membership signups

Content Recommendations

  • Blog posts detailing the process and joys of art-making
  • Visual guides or tutorials, Member showcase stories

Podcasts

  • Collaborate with podcasts such as 'Art Detective', 'ArtJuice', and 'The Lonely Palette'

Directories

  • List business in directories like Google My Business, Bing Places, Yelp for promotion

Publications

  • Feature in magazines like 'Artists & Illustrators', 'Cloth Paper Scissors'

Partnerships & Outreach

  • Collaborate with local community centers, art schools, or hobby clubs to attract new members

SEO and Content

  • Implement a keyword strategy focusing on terms like 'online art community', 'art-making workshops'
  • Share member-generated content for organic visibility

Offline and Local Media

  • Conduct workshops in local community centers or art festivals
  • Use flyers and brochures for promotional distribution

Online Events

  • Host webinars or virtual events about art-making

Online Networking

  • Engage in art-related forums (e.g., Art Forums, WetCanvas)
  • Be active in Facebook groups centered around art and creativity

Cold Outreach

  • Use email outreach focusing on art enthusiasts, local community centers
  • Engage potential members on social media platforms like Facebook and Instagram
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Rediscover Your Creative Spark' - A mini email course breaking down simple art exercises
  • 'Creativity Quiz' - Identify your creative style and receive personalized recommendations
  • Preview of an art-making session for a peek into the community

Tripwire Offer

  • Offer a discounted first-month membership or a trial week to provide an insider's look
  • Organize a paid mini-workshop as a taste of the regular online Zoom sessions

Welcome Sequence

  • Day 1: Welcome message with an overview of membership perks
  • Day 3: Introduce the online art-making session features
  • Day 5: Highlight the supportive community component
  • Day 7: A small discount or exclusive bonus to encourage signup

Segmentation

  • Segment leads based on quiz results and art interests
  • Categorize based on engagement (e.g., email opens, website visits) to tailor follow-up

Chatbot and Automation

  • Implement a simple chatbot on website to answer FAQ and capture visitor data
  • Use automation for email drip campaigns post-lead capture

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its comprehensive automation and email marketing capabilities
  • Use for automated email sequences, segmentation, and performance tracking

Automated Follow-Ups

  • Post-opt-in email sequence after the lead magnet delivery
  • Reactivation emails for inactive leads after a 3-months period of non-engagement
  • Bi-weekly SMS updates regarding upcoming art sessions and community reflections

Newsletter

  • Monthly frequency with a focus on sharing new art techniques, member stories, and course updates
  • Segment visitor activity (website interactions, course participation, community engagement)

Retargeting & Ads

  • Meta remarketing to visitors who interacted with the membership opt-in page but did not convert
  • Google Ads for Search and Display Network campaigns to reach new audience segments

Social Media and Content

  • Weekly posting on Instagram showcasing member art, mini art lessons, and community spotlights
  • Bi-weekly blog posts on website featuring art techniques, member interviews, and the creative process

Webinars and Events

  • Quarterly webinars demonstrating new art techniques and addressing member questions
  • Annual virtual member showcase event celebrating achievements and the collective art journey

Other Nurture Channels

  • Implement a chatbot on website for 24/7 assistance
  • Use WhatsApp for community communication and fast support responses

3. Sales Conversion Strategy

Sales Process

  • Identify friction points in the payment process and simplify the steps
  • Automate email receipts and thank you notes post-purchase
  • Use automated follow-ups for abandoned carts

Sales Assets

  • Develop a standard pitch deck highlighting membership benefits
  • Create a membership proposal template with pricing and FAQs
  • Develop an SOP for managing inquiries and sign-ups

Testimonials and Case Studies

  • Encourage members to share their progress and experiences
  • Feature testimonials on the website and in promotional materials
  • Gather case studies showing successful creative transformations

Conversion Rate Insights

  • Track monthly sign-up rates to identify conversion trends
  • Conduct A/B testing to improve the sign-up page conversion rate

Urgency and Offers

  • Introduce time-bound offers (e.g., a discount for the first month)
  • Use limited seat messaging to create a sense of scarcity

Guarantees and Risk Reversal

  • Implement a 'Satisfaction Guarantee' with a refund within the first month

Shock and Awe

  • Send a welcome note and exclusive digital resources (e.g., art guides) post sign-up
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome video message from Veronica to set expectations and inject personal connection.
  • A printable 'Creative Starter Guide' explaining different art tools, techniques, and best practices.
  • Invite to the next Zoom art-making session.

Communication Cadence

  • Frequency: Bi-monthly live Zoom sessions.
  • Weekly email updates with tips, motivation, and success stories from community.
  • Periodic live Q&A sessions with Veronica.

Client Education

  • A 'Reclaim Your Creativity' series of e-books available for download.
  • Replayable instructional videos in 'Members Only' section.
  • Glossary of common art terms, tips and techniques.

Personalized Touches

  • Handwritten 'Thank You' note after first month of joining.
  • 'Art Birthdays' marking member's one year in community, celebrated with digital certificates.
  • Occasional surprise motivational clips from Veronica.

Visuals and Documentation

  • Share 'Before and After' member artwork on forum and social media for motivation.
  • Regular highlights of member achievements through emails and community posts.

Feedback and Proactive Support

  • Provide a 'Suggest a Session' form for new art topics or techniques.
  • 'Open Studio hours' for members to drop-in and discuss art challenges.
  • Quick response customer support through email and chat.

Guarantee or Promise

  • 'Love it or Leave it' policy: Satisfaction guaranteed with a risk-free 30-day trial.
  • Promise: 'We guide you to rediscover the joy in art-making, or your money back.'

Operational Excellence

  • Strict adherence to schedule and punctuality for live Zoom sessions.
  • Keeping membership site and content up to date.
  • Aspire for crystal-clear communication and fast resolution of member queries.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a discounted rate for annual membership prepayment to incentivize longer commitment
  • Launch periodic campaigns to remind members of upcoming subscription renewal

Upsells & Cross-Sells

  • Introduce premium services, such as 1-on-1 art-making sessions with Veronica
  • Offer specialized courses or workshops, focused on specific art techniques or mediums

Bundling & Packaging

  • Bundle access to select recorded sessions and course material into limited-time offers
  • Create an ‘all-access pass’ package providing exclusive access to all online course library

Loyalty & Retention Programs

  • Implement a refer-a-friend program offering discounted membership for successful referrals
  • Create a rewards system where members earn points for engagement, redeemable for free workshops or courses

Custom Services and Personalization

  • Offer personalised critique and feedback sessions as a premium service
  • Upgrade to custom-tailored art-making sessions based on members' personal interests or skill levels

Pricing Strategy

  • Offer long-term commitment incentives, such as discounts for members who subscribe for a year or more
  • Consider tiered pricing for different level of access to services and resources

Customer Data and Insights

  • Implement a basic CRM or an email marketing tool to track members' engagement and identify churn risks
  • Regularly survey members for feedback and improvement suggestions.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a free one-month membership extension for referrers
  • Offer exclusive digital art printables for referees

Shareable Assets

  • Prepare shareable social media graphics with inspirational art quotes
  • Create personalized referral codes and links for ease of sharing

Timing and Triggers

  • Request referrals after successful completion of a session or workshop
  • Automated emails prompts post-session with referral codes and sharing instructions

Client Success Stories

  • Feature and share artwork and testimonials from satisfied members
  • Offer members the opportunity to share their creative journey and success stories

Referral Contests

  • Run quarterly contests for members who bring in the most referrals with rewards such as art supplies

Thank-You Experience

  • Send handwritten thank-you notes to top referrers
  • Recognize top referrers on the website or community platform with their consent

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