CASE STUDY | BRAND & STRATEGY DEVELOPMENT
Arbitrium Now
How we helped Michelle to achieve brand clarity, connect with her audience and generate leads for her performance coaching business.
Focused on helping people and organisations to rediscover and reignite their potential, Arbitrium Now provides performance coaching for individuals and organisations looking to break through barriers and achieve new levels of personal and professional success.
THE BRIEF
Arbitrium Now approached us with a brief to help them better articulate their brand story, connect with their target audience and build a lead generation campaign to drive discovery-call sign-ups. To provide them with the clarity and direction they needed, we:
- Conducted a full marketing audit
- Ran a one-day strategic planning workshop
- Produced a tailored Results Action Plan
Brand & Strategy Workshop
After a trip from Bournemouth to Bristol, we met Arbitrium Now founder, Michelle, for a full-day of brainstorming and strategic planning. During the workshop we:
- Identified audience pain points and motives
- Reviewed competitor positioning
- Defined new messaging pillars
- Mapped out a full client acquisition model
- Identified cross- and up-sell opportunities
THE SOLUTION
Following the workshop, we provided Arbitrium Now with a comprehensive marketing plan to engage, capture and convert new clients. Arbitrium Now decided to partner with us to execute their marketing strategy which focused on executing the four key workstreams:
- Brand Purpose
- Service Messaging
- Re-Architecting the Website
- Lead Generation
Brand Purpose
With so many corporate management consultants and professional coaches to compete with, Arbitrium Now needed a brand voice that would help them cut through the raft of corporate jargon and really connect with people on a personal level. For Arbitrium Now, this differentiation came from a place of deeper human fulfilment, helping people reconnect with their inner child and rediscover the confidence and limitless potential that comes from removing barriers and mental models that no longer serve them.
DEFINING THE SERVICE MESSAGING:
Transformations for Organisations
The strategy workshop identified two very different client avatars. The first avatar was the Corporate Organisation; the company that is not achieving their desired KPIs, lacks the infrastructure or talent to support their ambitions, or simply wants to overhaul their HR strategy.
Whilst the coaching would be provided to the leadership teams, the messaging itself needed to focus on the overarching organisational pain points and operational outcomes that the business could expect to achieve.
To support the marketing and onboarding process, we produced a marketing brochure to explain the service offering; centred around the concept that by “igniting the potential in people you transform organisations.”
Coaching For C-Suite Executives
The second identified avatar was characterised as the ‘burnt-out’ high-level professional; the individual who is feeling stressed, overwhelmed and over-worked – who may not be performing as they should be, are feeling a lack of progress, or feel that their current work/life balance is unsustainable.
The copy and messaging for this avatar had to focus around their core pain points and demonstrate understanding and empathy for the various and significant pressures in their life. The service positioning centred on addressing these pain points and where Arbitrium Now could help.
A second marketing brochure was created for this avatar, built around the concept of “helping the overworked professional take back control of their life”.
Re-architecting the website
To cater to Arbitrium Now's two distinct audiences the website was split into two separate parts with a front-end cover page which allowed users to self-select the appropriate option. We then established a logical flow of content that informed the user further as they moved through the site, with all activity pointed to one single call-to-action; to sign-up for a free discovery call.
Lead Generation
Lastly, we defined an organic lead-generation strategy which would drive traffic to the website by utilising Michelle’s immediate network. The organic social strategy focused on the creation and publishing of informative and topical videos across Linkedin and Facebook that would form a part of a long-term content strategy; whilst the complimentary outbound strategy involved using a combination of direct messages and personalised video to achieve cut-through on Linkedin InMail and Facebook Messenger.
THE RESULTS
