© Anastasia Barbashina 2024
Case
Marketing strategy for an employed art director with the goal of additional income
Product - design of selling presentations
Sphere:
IT, design of selling presentations (recruitment+small business)
Business model:
B2C
Work period:
2 months
Goal:
to start earning additional income with the help of a personal presentation design project, which will be comfortably combined with the work of an art director for hire
For 7 years, my client worked as an art director in an international IT company. She came with a request for additional income in the design field. She didn't know where to start or how to combine hiring and the project. She didn't understand how to position herself
Client's pains identified during the consultation:
A lack of understanding of where to start your project
No generated list of services
Difficulties in determining the strengths and advantages of the project
A lack of awareness of how to promote herself and her services
No confidence in her capabilities and the profitability of the project
The tasks set and types of work done
Based on the current situation, I have offered the following package of services:
-
-
Work on the project's positioning -
The promotion of services and expert products -
A study of the personal brand key aspects
Together with a client, we set priorities on existing requests and drew up a detailed list of tasks:
01
To develop a project launch plan for the next few months
02
To analyze all possible products and services and identify the one from which we can start selling
03
To set financial and personal goals and prescribe a map of their achievement
04
To conduct a full-fledged market analysis to identify competitors, target audience, and other aspects of the marketing core
05
To determine the unique selling proposition (offer) so that clients understand why they should contact us.
06
To prescribe the pain and emotions of clients for the social media content plan development
07
To pack the Telegram channel and develop a corporate website structure
08
To create a loyalty system for the project's clients
To get the best result, we gradually went through all the stages of work:
- We have prescribed products and services that the client can provide
- We have identified the main product for the promotion - the design of selling presentations
- We prescribed the “packaging” of each of the products (for private clients in the form of consultations, for corporate clients in the form of team training)
- We have prescribed project development strategies for the future
- We have prescribed several possible new products and services
- We have prescribed the goals of the project: financial (earnings X per month) and personal (promotion of a personal brand, recognition)
- We have outlined a general plan for reaching these goals and approximate deadlines
- We have prescribed a portrait of the target client for each service
- We studied the competitors
- We have highlighted those points that the expert does better than others, as well as those that she wants to work on
- We have developed a strong offer to justify why people should go to this particular expert
- We have prescribed the emotions and pains of clients
- We have compiled a document that will become the base for generating content for social networks, website texts, and advertising materials
A well-made document that forms the basis of all creative materials, texts, flyers
- We have prescribed all possible ways of promotion
- We have analyzed the advantages and disadvantages of each way of promotion
- We identified the main ways of promotion and secondary ones and prescribed a work plan for each
- We have refused to use promotion methods that are not suitable for the client (expensive, long, difficult)
- We have packed the Telegram channel (name, description, pinned information, content plan)
- We have prescribed the promotion strategy for the channel (free and paid ways) and developed a step-by-step plan for its integration
- We have compiled the structure of the selling landing page for the client
Result:
The client started to work on the website and portfolio
- We have developed a loyalty system for customers
- We have prescribed a list of actions and a plan for working with the current customer base to increase profits and average receipts
- We have developed a referral system for clients (bring a friend - get a bonus)
- We have developed a project launch plan (actions for the next 1-2 months)
The result of the work
The main digital indicators that show the quality of work done:
2/4 of leads a month
come from the Telegram channel for expert services
5 design projects
created and presented in Italy, France, Dubai, Kuala Lumpur, Tokyo
By the end of our work, we also came to the following results:
- We have created a marketing strategy that will not become another document gathering dust on the shelf but will serve as a tool you can return to every quarter to effectively work on your promotion
- With the help of a prescribed strategy, the client has a tool that will help endlessly generate content for her website, social networks, and other resources
- As a result of our work, the expert was able to identify and launch effective channels for promoting her project and start receiving orders for her products and services in the process of cooperation
By the end of the project, the client received an 11-page document with strategy and recommendations for further company development
Of course, as a marketing professional, I care about my clients receiving a decent result by the end of our cooperation. However, in this project, in addition to a well-developed marketing strategy, promotion plan, and content, after the first meeting, I managed to help the client feel confident in her abilities and let her know that she has all the necessary qualities to successfully launch her project and start earning money. She is already receiving requests for both individual design reviews and corporate training.
Anastasia Barbashina
Interesting facts about the project
Client's review
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©Anastasia Barbashina 2024