Launch Strategy for an Advocate and Public Speaker
Service: REAL Inclusive Marketing Strategy
An addiction recovery advocate needed support to develop a strategy to launch a new addiction prevention public speaking service for at-risk people.
The Challenge
In her role as an addiction recovery advocate, the client had been part of many important policy-making discussions. However, her personal story unexpectedly caught the attention of the national media and she wanted to make the most of this increased visibility to launch her new service and give back to the community. The marketing for this service was designed to target youth workers, SENCos, social service workers and those working for other organisations delivering community-based interventions for vulnerable people.
The Solution
The client had no existing online presence and required guidance in picking the most effective channels for her marketing. After an afternoon of discussion and sharing ideas, we settled on email and LinkedIn as the primary channels for the strategy. My deliverables included:
Customer personas
Content pillars
Outreach email sequence development
3-month LinkedIn content plan
Copy for emails
Copy for LinkedIn
The Outcome
In the three months from launch, the client gained over 200 high quality connections on LinkedIn and many have converted into speaking engagements. She also caught the attention of some popular national podcasts with her marketing mix and was invited on for in-depth interviews. One of these podcasts reached number three on the UK Spotify chart during the week of release.