DEI Amplified: Integrating Expertise, Education and Lead Generation
Situation: Upon joining The Diversity Movement (TDM) as a consultant, I found a thriving DEI-focused service and content company with a robust first year revenue of almost $1MM. However, the team lacked clarity on business drivers and lead generation strategies, and was grappling with operational silos and staff burnout due to a lack of prioritization and workload management mechanisms.
Task: My goal was to discern TDM's business drivers, boost lead generation, and chart a course towards their technological goals. This involved an internal and client assessment, a detailed marketing and operational plan, and initial oversight of its implementation to enhance operational clarity and sustainability.
Action:
SWOT Analysis: Conducted to derive strategic directions and highlight the need for a more opinionated brand story for key market demographics.
Positioning and Branding: Restructured the brand narrative, focusing on guiding clients through their DEI transformation journey.
Sales and Marketing Strategy: A concentrated marketing plan emphasizing lead generation and re-engagement was developed, along with robust Sales & Service CRM and data gathering capabilities.
Centering Executive Expertise: Enhanced executive leaders' visibility through speaking engagements and media interviews, boosting brand credibility and generating C-suite leads.
Events as Lead Cultivation: Scaled up events like webinars to generate and nurture leads, ensuring each had a targeted Call-To-Action.
Mining Enthusiastic Clients: Strengthened client relationships for referrals and identified emerging DEI pain points, leveraging clients in social content and events.
Leverage Compelling Content: Boosted newsletter reach with targeted emails and SEO audits, running test ad campaigns for online course sales and whitepaper downloads.
Improve Operations: Introduced standardized templates for Creative Briefs, Quality Assurance, and Post-Campaign Analysis to streamline campaign production.
Product Development: Pioneered an aggressive product plan aimed at enhancing content delivery, streamlining client service delivery, and account management.
Results: These strategies resulted in a significant surge in TDM's lead generation - from around 100 to nearly 900 new leads per month within four months. Success hinged on integrating calls to action and special offers across TDM's event and content marketing system, and better synchronization of thematic content across teams. Improved planning also ensured that new initiatives were scheduled based on staff availability reducing burnout and improving work quality.
Artifacts
