⛅︎ Problem Solved

The Leela School needs to increase subscriptions and sales of their varying programs. It is a non-profit, with a lean operating team - so I joined to provide a fresh look at their offerings.

The school has many offerings that intersect, yet have different audiences. They have lots of events, courses, and a variety of programs that need their ‘time of day’ amongst all the offers that are communicated to potential and past customers in the community.

They lack a solid marketing structure and systems that can target each of their ‘ideal targets’ relating to their different audiences.

✔︎ Deliverables

1. Research Report & Recommendations
2. Funnel Strategy
3. Customer Journey
4. New Lead Nurture Strategy (Email)

⇪ Outcome

34% Boost in Sales With New Sales Email Sequence

New Lead Generation Strategy + Funnel

Tripled Event Attendees w/ New Lead Generation Funnel

Clear Customer Journey that is Guiding Business Strategy

⇲ Action Points

I engaged them in a research exercise where we surveyed ~150 members from their audience and followed up with 4 in-depth interviews to flesh out the responses. From the research I gleaned:

1. A clear customer journey that suggests a new marketing approach
2. A new marketing funnel that will better target leads at each stage of the buyer journey
3. A focus on program that will be revamped as a core offering for new leads in the new funnel
4. A more appropriate strategy to market ‘big ticket’ offerings that require more nurturing
5. New language for their brand that resonates with their target audience (voice of customer)

<aside> <img src="/icons/brain_gray.svg" alt="/icons/brain_gray.svg" width="40px" /> We are moving forward with the new strategy, wherein we will increase free opt-ins, market lower cost entry points to increase conversions, and nurture the micro-yes’s with a new approach that adds value to our prospect’s lives.

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