The LEAD Program was designed by Steve Clark, a Professional Certified Coach, to instil practical leadership skills into aspiring leaders. The leadership training course covers the core practical aspects of running a successful business together with practical universal wisdom and leadership attributes that are key to that success.
Steve Clark is an existing client, previously working with the Outsource2Us team on marketing his primary coaching business Performance Keys and the launch of his book, Fridays Off. Wanting to expand into coaching young-up-and-coming business managers, Steve approached Outsource2Us for a brand strategy and marketing campaign.
Outsource2Us was tasked with brand creation from the ground up, including developing the name, LEAD Program. This acronym (Learn, Embed, Accelerate, Develop) encompasses a set of keywords that Steve Clark, Owner of Lead Program, uses in his day-to-day life and guides his practice.
A comprehensive research process followed where our Graphic Designer compared industry standards plus competitor branding and designed multiple concepts. These concepts for the logo, colour scheme, and font were presented to Steve where a final design was agreed on.
The sleek, modern branding was then used to design promotional flyers, post cards, custom icons as well as the mobile-friendly website.
A website can be used as your best 24/7 sales tool, so it’s important it’s designed in a way to do so. The LEAD Program website is a single-page design that clearly explains the offer of leadership coaching being provided. Flowing seamlessly between sections, this page incorporates custom graphics, internal links, buttons, and embedded content to keep all information condensed and practical. The menu links direct clients to different sections of the website, rather than to a new page, to reduce unnecessary navigation.
The website itself was set up in dev program to test designs before installing WordPress and continuing with standard procedure. As the website was a single page, the process was fairly easy, and time went into setting up SEO to start boosting the Domain Authority Score from the beginning.
We also installed analytical tools, Google Analytics and Google Tag Manager for reporting and advertising purposes. These tools allowed Outsource2Us to monitor and understand the traffic visiting the website and the number of new leads generated.
To promote the LEAD Program, we created a tactical marketing plan outlining the key marketing activities we would undertake. With the creation of a solid plan, clear communication is set from the very outset, financial needs are prioritised, the competitive advantage is laid out and it provides the application and direction to move from plan to action.
Using LinkedIn as the primary platform to launch the program, we developed a clear connections campaign for Steve Clark, connecting with both the primary target audience, aspiring leaders and the secondary audience, directors looking to upskill their current employees moving towards that position.
As part of this, we also edited and published weekly articles on LinkedIn to position Steve as a thought leader in the industry and to generate organic conversations.
Working collaboratively with Steve, Outsource2Us was able to achieve the set-out goals including developing a cohesive brand, creating the promotional collateral and promoting the LEAD Program online.
We continue to support Steve Clark with his marketing activities as needed.