Case Studies
Manjulabray.co.uk
An inspirational coach with insight and experience that needs to be communicated to a specific niche.
Introduction
Manjula has extensive experience in recruitment and particularly in the area of psychometric testing and its’ use in recruitment. She also works extensively in the judicial appointments system given her experience in selecting candidates for judicial appointments. Manjula has a thriving coaching business working with both employers and individuals specialising in judicial appointments and career and leadership development.
Problem/Issue
We wanted to increase the take-up of group coaching for a judicial appointment along with producing an evergreen product that will bring in revenue with minimal ongoing work. Manjula had a long history of working with the Law Society on CPD accredited training events and wanted to re-engage with former attendees who were interested in deepening their knowledge and developing their skills to enhance their chances of success in a highly competitive process.
Solution
Initially, we began with planning Manjula’s whole client life cycle. This included segmenting prospects that would be interested in judicial appointments, more general recruitment, and professional development offerings. We also explored how to create different products suitable for her different market needs and wants. Then we created landing pages including ones that would segment prospects into the three categories above automatically. An intuitive link allowed her to share these readily at any event enabling participants to download further relevant information and templates to use in planning their applications for judicial appointments. After data capture, this was followed by a nurture sequence.
As a follow up we also set regular broadcast emails to be sent to her list – which is getting a fantastic open rate between 60 – 70%, well above the industry average. Offering group coaching to this list results in the groups being regularly filled within 48 hours.
This successful outcome demonstrates the value of targeting clients or prospects, identifying those that are in a particular niche, providing them with information that is useful, and regular list cleansing of non-responders. Net effect: a clean list where broadcasts are opened regularly and attracting very high response rates to the right offers.
We are also now working with Manjula to produce an online version of the coaching. We are linking the CRM (Keap) to online membership/course plug-in for WordPress (Access Ally). For those who are not able/ready to attend the live online events or in-person for 1-2-1 coaching now have the option to sign up for an e-course covering similar content at their own pace.
Zokit
The Business Development Company that grows by connecting others.
Introduction
To call Zokit a networking company would be to underestimate quite what it provides its members. Although networking is at its heart it also provides all kinds of resources; social media marketing, business development education, and much much more to it’s members. Initially focused on regular in person meetings lockdown forced a rethink. Now it organises a mixture of online and live events with a growing number of hubs and members.
Problem/Issue
Zokit was introducing membership at different levels and needed to bring people through a process from first contact, then sales conversion, and then to membership onboarding. They also needed a way of ensuring those members would be kept abreast of all the developments within the organisation and the events available to them.
One key to communicating with members was the development of an online portal which needed to be linked to their CRM and would allow access to all sorts of useful business resources as well as information about other members within the network.
Following the lockdown when online meetings became the central way of keeping in touch developing a system of reminders and follow up to attendance at the hubs was needed.
Growth of the hubs from three initially to ten at the time of writing means the process for each hub needs to be duplicated and adapted for the hub’s individual needs.
Solution
We started off with Zokit with a day’s session planning out the ideal client lifecycle from first contact to potential lead magnets that would attract ideal members, and then the process by which they selected membership level. We developed and implemented an onboarding process which would link them to regular broadcasts and access to the Hub membership site
We then built automation around the membership and around each of the hubs sending out reminders and follow-up messages.
We developed and implemented an online portal linking a CRM (Keap) to a membership WordPress plugin (AccessAlly) to allow automatic access to hub members to a homepage as well as temporary access for guests.
Our initial plan has been adapted several times due to changes in the business model, not least bought on by covid. The automation has been adapted based on feedback from members and users.
Rhagori Ltd
Accepting the Challenge of Moving from In-person sessions and events to Online
Introduction
Rhagori was set up to provide tuition for learners in Secondary education specialising in Welsh medium Science and Maths. The company initially offered in-person sessions and revision events with the focus on providing a suitably qualified tutor as for one to one sessions although it was always envisioned that group events sessions and events would be offered
Problem
The initial problem was in filling group sessions to make them cost-effective and convincing parents that this was a viable alternative to individual sessions. The traditional model of tutor visiting the house needed to be challenged. A secondary problem came with the lockdown!! The move to online only for a period and the uncertainty around examinations threatened the company. Now it was necessary to market the utility of online groups as well as finding the tutors to carry out the sessions.
Solution
We worked with Rhagori to plan and implement a learner acquisition system. Alongside we also automated the registration and onboarding of new tutors.
We planned out the process planning and writing a guide to support learners in preparing for GCSE’s which was given out free as a lead magnet and this was followed by a nurture sequence on the benefits of online group sessions and their particular approach which was very different to the traditional model.
By growing a targetted and responsive list Rhagori were able to fill group sessions as well as one off
