12-Month Marketing Strategy for a Coach at the Intersection of Neurodivergence and LGBTQIA+ Identity
Service: REAL Inclusive Marketing Strategy
A neuroqueer coach required a 12-month marketing strategy to reach a refined target audience.
The Challenge
The coach had recently launched their business and wanted to refine their target audience. They had identified trends in the clients accessing their service and wanted to create marketing content that spoke directly to people in the same situation. The client’s selected channels were YouTube, website blog posts, and a companion podcast.
The Solution
I spent an afternoon with the client setting marketing goals and workshopping who their ideal clients would be. I then set to work creating a data-driven marketing plan that spoke to these clients but also took into account competitors and broader market risks. My deliverables for this project included:
A REAL Inclusive Marketing Method audience analysis
Search trend research and social listening
A primary and secondary audience persona
A 12-month marketing map
A 12-month content plan
A 12-month analytics analysis workbook
The Outcome
The client gained a clear understanding of their audience and planning their marketing in advance allowed them to focus on other outreach activities - such as gaining listings in directories - with confidence and pride in the brand they’d built.