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The Narrative Department

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Aspiring game writers looking for an industry-specific education to kickstart their careers.

Audience Type

  • B2C
  • Aspiring game writers, young professionals

Needs – Primary Buying Considerations

  • Industry-specific knowledge and training
  • Career advancement in the gaming industry

Demographics

  • Age Range: 18-35
  • Gender: All
  • Geography: United States
  • Income Level: Lower to middle income
  • Profession: Aspiring game writers

Psychographics

  • Lifestyle: Passionate about gaming and writing
  • What they value: Career advancement, industry expertise
  • Pain Points: Lack of industry-specific education, career advancement
  • Buying Behavior: Budget-conscious, value-driven

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Narrative Department equips writers with the roadmap and skills to launch and thrive in the gaming industry, so they can harness their creativity and truly stand out.

Understanding Their Pain Points

  • Unable to pursue a career in the gaming industry
  • Aspiring writer stuck in unfulfilling work
  • Lack of knowledge about how to apply writing skills in the gaming industry

Transformation

  • Become a successful writer in the gaming industry
  • Embrace their creativity and feel accomplished
  • Transition from an aimless career to an exciting and thriving one in the gaming industry

Unique Selling Proposition (USP)

  • Combining passion for writing and gaming into a profitable career
  • Comprehensive roadmap to make it in the gaming industry
  • Superior over competitors due to a focused and specialized approach

Brand Values & One-Liners

  • "Turn your creativity into your career"
  • "No more dreaming, start your career in gaming"
  • "Unlock the full potential of your writing in the gaming world"

Tone

  • The Narrative Department speaks in a bold, encouraging, and empowering tone inspiring writers to take control of their career and creatively contribute to the exciting world of gaming.

Hero Text Idea

  • Flag Text: "United States"
  • Main Headline: "Unleash the Power of Your Pen in the Gaming World"
  • Sub Headline: "Equip yourself with the knowledge and skills to successfully pivot your writing career into the gaming industry. Experience the thrill of transforming your creativity into a career."
  • CTA: "Start Your Gaming Writing Journey"

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

Website

  • Engage visitors with a clear, bold positioning that both welcomes emerging writers and excites gaming enthusiasts.
  • The website is "other". Evaluate current platform and consider migration to WordPress or Squarespace for SEO benefits and easier updates.
  • Important conversions to track: signups for informational webinars, downloads of lead magnets (e.g., "how to break into the gaming industry" guide), and course purchases.
  • Given the youthful, tech-savvy target audience, optimize the website for mobile first. Additionally, provide a seamless desktop experience.

Social Media

  • Prioritize platforms popular with young creatives and gaming enthusiasts, primarily Instagram and Twitter.
  • Post 3-4 times per week with a mix of inspirational quotes, industry news, student success stories, and course teasers.
  • Consider Instagram Stories for behind-the-scenes content and Q&A sessions, and Twitter for hosting regular conversations or threads about breaking into the gaming industry.

Paid Advertising

  • Launch paid advertising campaigns on Facebook, Instagram, and Google, aligning messaging to the defined USP and targeting the defined audience demographics.
  • Set lead generation as the campaign goal on each platform.

Content Recommendations

  • Deliver content topics addressing how to break into the gaming industry, writing tips for gaming, interview with gaming industry professionals, and success stories of former students.

Podcasts

  • Consider launching a podcast that discusses connections between writing and the gaming industry.
  • Seek guest opportunities on podcasts like "Game Dev Advice", "The Gaming Careers Podcast", or "The Third Shift: A Podcast About Careers in Gaming".

Directories

  • List the business on learning directories like Coursera and Udemy.
  • Apply for a listing on professional directories such as the International Game Developers Association (IGDA).

Publications

  • Look for guest posting opportunities in online publications such as PC Gamer and GamesIndustry.biz, and writing-focused sites like Writer's Digest.

Partnerships & Outreach

  • Develop partnerships with gaming industry companies for guest lectures, workshops, or software discounts.
  • Consider outreach to institutions like Full Sail University and the Savannah College of Art and Design (SCAD) for potential collaboration opportunities.

SEO and Content

  • Develop a blog strategy around keywords related to "game writing", "career in game industry", and "writing skills for gaming".
  • Utilize guest posting and backlinking strategies for better organic visibility.

Offline and Local Media

  • Participate in gaming conventions such as E3 or PAX for networking and outreach.
  • Consider collaborating with local comic book stores to host writing workshops or webinars.

Online Events

  • Host webinars or virtual Q&A sessions discussing paths to a career in the gaming industry.

Online Networking

  • Engage on Reddit communities like r/GameWritingLab and r/gamedesign.
  • Join and contribute value in LinkedIn groups related to gaming and writing.

Cold Outreach

  • Reach out to aspiring writers on LinkedIn who expressed interest in the gaming industry.
  • Identify and contact high schools or colleges offering gaming clubs or creative writing courses.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • "Breaking Into Game Writing: A Comprehensive Guide"
  • "Five Crucial Skills Every Game Writer Needs To Succeed"
  • "Is Game Writing the Right Career for You?: An In-Depth Self-Assessment"
  • Type: Digital Articles and Assessment
  • Aimed at young, aspiring game writers seeking career guidance and inspiration

Tripwire Offer

  • Low-priced, introductory webinar on "Building a Winning Portfolio for Game Writing"
  • Mini-course: "The Basics of Writing for Games"

Welcome Sequence

  • Welcome email expressing appreciation and overview of what to expect
  • Success stories from previous students
  • Introduce introductory offers
  • Invitation to join an exclusive community of aspiring and practicing game writers

Segmentation

  • Leads tagged based on their interest shown: guides, webinars, mini-courses
  • Segmentation also based on engagement level with emails and purchases

Chatbot and Automation

  • A chatbot to guide website visitors to relevant resources or courses
  • Set up automated emails based on actions (downloads, purchases, webinar sign-ups)

2. My Lead Nurturing System

Marketing CRM

  • Consider integrating ‘Hubspot’ for marketing automation
  • The system will help in tracking leads and nurturing them with relevant content

Sales CRM

  • Platform: Zoho CRM for sales pipeline management
  • Handoff process involves transferring qualified leads from marketing to sales team

Automated Follow-Ups

  • Post-opt-in emails featuring a welcome sequence
  • Abandoned cart reminders
  • Reactivation emails for unresponsive leads

Newsletter

  • Frequency: Bi-weekly
  • Topics: Game writing tips, alumni success stories, industry updates

Retargeting & Ads

  • Platforms: Facebook and Google Ads for remarketing to website visitors
  • LinkedIn ads for lead generation

Social Media and Content

  • Posting frequency: 3-4 times per week on Instagram and Twitter
  • Content focus: Course teasers, student achievements, industry news

Webinars and Events

  • Create monthly webinars on various aspects of writing for games
  • Participate in relevant industry events and game conventions

Other Nurture Channels

  • Integrate a Chatbot on website to guide visitors
  • Aim to interact with engaged subscribers with personalized SMS on offer updates and course reminders

3. Sales Conversion Strategy

Sales Process

  • Identify target leads from online communities, webinars, or database.
  • Engage leads with personalized offers or downloadable resources.
  • Follow-up with email series highlighting success stories and industry insights.
  • Arrange one-to-one consultations to address personal career aspirations and objections.
  • Close with a final call, presenting unique course value and risk reversal guarantees.

Sales Assets

  • Script: Personalized outreach email sequence.
  • Script: Consultation call script addressing common objections.
  • Proposal: Comprehensive course syllabus detailing benefits and outcomes.

Testimonials and Case Studies

  • Collect testimonials post-course completion for website and sales discussions.
  • Develop case studies highlighting student success stories. Display on website and social platforms.

Conversion Rate Insights

  • Track lead-to-client conversion rate.
  • Focus on improving email open rates and consultation call success rates.

Urgency and Offers

  • Offer early-bird discounts or exclusive resources to accelerate enrolment decisions.
  • Emphasize limited course seats to create a sense of scarcity.

Guarantees and Risk Reversal

  • Provide a tangible course preview with teachable insights to demonstrate value.
  • Offer a money-back guarantee within the first course week, improving trust.

Shock and Awe

  • Send personalized welcome note along with an exclusive 'Get Ready' material for new enrollees.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Clients receive a tailored welcome email with a warm welcome message and a roadmap of their learning journey
  • Initial kickoff call with the client to understand their aspirations and guide them on their training path

Communication Cadence

  • Monthly one-on-one progress review calls
  • Weekly newsletter with industry updates and writing tips

Client Education

  • Access to an online knowledge hub with FAQs, learning materials, and tutorials
  • Regular webinars and workshops featuring industry professionals

Personalized Touches

  • Milestone achievements recognized with digital certificates
  • Personalized emails on special days, e.g., birthdays

Visuals and Documentation

  • Bi-annual progress reports showcasing skills acquired and areas to improve
  • Visual representation of client’s journey on their learner dashboard

Feedback and Proactive Support

  • Regular feedback invited via surveys
  • Prompt and personalized resolution to issues or queries

Guarantee or Promise

  • Satisfaction guarantee: If clients are not satisfied after first month, they can request a full refund

Operational Excellence

  • Strict adherence to communication and timeline commitments
  • Ensuring high-quality educational resources and support to clients

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer an annual writing bootcamp with a renewal discount for existing members
  • Promote longer term contracts with locked discounted prices

Upsells & Cross-Sells

  • Introduce advanced courses as an upsell to the existing curriculum
  • Cross-sell with other game developers for real-time industry experience

Bundling & Packaging

  • Bundle courses into different levels (starter, intermediate, experts)
  • Offer all-in-one packages for comprehensive learning

Loyalty & Retention Programs

  • Roll out a loyalty program rewarding repeat course enrolment
  • Reward customers for referring aspiring game writers

Custom Services and Personalization

  • Offer custom tutoring/mentoring for a premium cost
  • Recommended personalized training based on student's proficiency level

Pricing Strategy

  • Provide loyalty discounts to long-term customers
  • Implement tiered pricing based on course complexity and personalization

Customer Data and Insights

  • Utilize analytics to identify student drop-offs and improve course curriculum
  • Track customer learning progress and provide customized support

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Rewards for referrers: Exclusive free module in the program
  • Rewards for referees: 10% discount on the first purchase

Shareable Assets

  • Pre-made social posts about success stories
  • Referral cards with storytelling prompts and space for referrer details

Timing and Triggers

  • Ask for referrals after customers share success stories
  • Customers receive referral cards with program completion certificate

Client Success Stories

  • Share testimonials on social media and encourage referrals with incentives
  • Publish success stories on the blog featuring the journey of successful clients

Referral Contests

  • Quarterly referrals contest with prizes for most successful referrals
  • Share leaderboards or success metrics on social channels to create a competitive environment

Partner or Affiliate Programs

  • Launch an affiliate program with tracking links
  • Collaboration with writing and gaming forums or communities with shared revenue

Thank-You Experience

  • Thank top referrers with personalized, handwritten notes
  • Feature top referrers on the blog or newsletter

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