Eric has a unique business that takes a role as an educational advocate and adds in a special twist with outdoor exploration. After over 20 years in the industry, Eric's unique insights weren't being shown off appropriately on his old website, so we constructed a new brand strategy and introduced his new branding to the world.
Eric has been doing advocacy work for a long time. Not only does he have advanced degrees, but after struggling with learning disabilities himself, he has unique insights into what his clients are going through.
Eric also has a wonderful background as a nature guide. When we met, he was running what was essentially two different businesses. In one he was an educational advocate, and for the other he was a nature guide.
All together, it wasn't working for him as his attention was split and he wasn't attracting the right kinds of clients for either business.
Because his focus was split, his website had duel personalities duking it out. Neither was winning and the website visitors were the ones who lost out. Information was scattered around on different pages and there was a lot of it.
Plus, Eric didn't have many of the brand assets he needed to come across as professional. Without a logo or any type of system in place for clients to meet with him, it was difficult for him to come across the way his business truly operated, as a trusted business that has been around for a while.
First, we put a new process into place to give Eric's families a great client experience. Eric now has a branded lead product (The Advocacy Map) and a bullseye product (The Learning Adventure). This clear process makes it easy for clients to follow along and know exactly what to expect next.
Next, we built a new brand around his new process and more tightly defined niche. By focusing on his advocacy business while integrating his outdoor exploration, he's able to provide more value and attract the kinds of clients he wants to work with.
Setting up his services into packages that are loosely defined (into small, medium, and large sizes) allows him to create a custom plan for each child while still providing clear pricing information for the parents.
With a new logo and completely overhauled website, Eric's business now looks the part and has come dressed to party! With new photos that align with his brand vibe, his potential clients are treated to just the right amount of information without being overloaded in a streamlined site.
We continued with his branding and set up a software system that handles the lead product and bullseye process for him. This new system is not only something that will help Eric keep an eye on the process, but it also gives him control over what goes out to parents and when with personalization every step of the way.
...To Sunny and Bright
Eric now has a website and brand he can feel proud to show off to his clients. With a stronger foundation in messaging, he's able to confidently market his business and go after those ideal referrals.
As someone who has his own challenges with text, Eric is able to use my client resources which are both text and video based to take ownership of his new website without having to ask for simple changes.
He's also able to keep his communications with clients updated easily and make adjustments as time goes on.