Consulting report for HTI

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Consulting report for HTI

  1. 1.       Hypnotherapy Training Institute of Britain   International Marketing   Prof.  Daniel  Vidal                   13th of December 2010     Erika Raigoso Hernandez Olli Lainto   Adriana Mancilla Magallon Charise Mason Nataliya Mogilevskay Arief Budiman Njonoriswondo     Paul-Valentin Pitou   1  
  2. 2.  EXECUTIVE SUMMARY………………………..……………………………………………………3PHASE 1………………………………………………………………………………………………14 HISTORY…………………………………………………………………………………….14 PRODUCT…………………………………………………………………….……………..15 PRICES………………………………………………………………………………………16   PLACE……………………………………………………………………………………….16 SERVICE………………………………………………………………………...…………..16 ISSUE………………………………………………………………………………………..17 MAIN TERRITORIES……………………………………………………………………....17 MAIN WANTS AND NEEDS OF PARTICIPANTS………………………………..……20 CHANNEL MIX………………………………………………………………………..…….21 INTERACTION………………………………………………………………..…………….22 MARKET…………………………………………………………………………………….23 BUSINESS GOALS……………………………………………………………………...…23 CREATIVE CONCEPT……………………………………………………………………..24PHASE 2……………………………………………………………………..……………………….24 TARGET TERRITORIES…………………………………………………………………..24 TARGET PARTICIPANTS……………………………………………………..………….27 FIELD AND DOMAINS………………………………………………………...…………..29 ALIGNING GOALS WANTS/NEED………………………………………………………31 OPPORTUNITIES…………………………………….…………………………………….31 CHANNELS………………………………………………..………………………………..32PHASE 3………………………………………………………………………………………………34 REACH OPTIMUM DEFINITIONS………………………………………………………..34 ANALYZE THE CHANNELS………………………………………………………..…….34 EXTRACT A BLOCKED MISSION……………………………………………………….34 UNBLOCK TO OBTAIN MISSION SOLUTION…………………………………………35 TRANSFORM THE MISSION SOLUTIONS INTO PLATFORM PROPOSITION (S)………………………………………………………………..………..40 JOURNEY…………………………………………………………………………….……..41 ATHMOSPHERE……………………………………………………………………………41 SEGMENTATION…………………………………………………………………………..41 FRANCHISING MODEL FOR HTI……………………………………………..…………43 CHANNEL MIX…………………………………………………………………………...…49 WEBSITE……………………………………………………………………………..……..51 DIGITAL AWARENESS PLAN – SEO……………………………………………….….53 SOCIAL MEDIA PLAN……………………………………………………………….……60 VIRAL MARKETING PLAN…………………………………...…………………………..61 CONTENT PUBLISHING PLAN……………………………………...…………………..69PHASE 4………………………………………………………………………………………………73 CHANNEL SYNCHRONY……………………………………………………………………73 PLATFORM PROPOSITION………………………………………………………………..75 COMPETITIVE DIFFERENTITATION……………………………………………………...76 CONTENT OUTLINE (COMPANY PROVIDED)………………………………………….78 CONTENT OUTLINE (CONSUMER CREATED)…………………………………………79 STEEPLE ANALYSIS…………………………………………………………………….….80 GEERT’S HOFSTEDE CULTURE INDEX……………………………..………………….80APPENDIXES……………..………………………………………………………………………….87 APPENDIX 1…………………………………………………………………………………..88 APPENDIX 2…………………………………………………………………………………..89 APPENDIX 3……………………………………………………………..……………………90 APPENDIX 4 STEEPLE……………………………………………………………………..92REFRENCES……………………………………………………………..…………………………132   2  
  3. 3.  EXECUTIVE SUMMARYHTI is a leading Clinical Hypnotherapy training company mainly Located inLondon, UK which provides different levels of training courses includingcareer training and personal application with supporting teaching materials(Books, CD`s) for people who want to Achieve several goals as: - Upgrade their skills - Improve Mental and Emotional condition. - Turn in a positive and benefit way Professionals Career - Change people lives by providing an effective and educative therapeutic methodAcross the following phases 1&2 relevant information is going to be providedto learn how HTI is using now and will use digital channels to promote, sell,and provide its qualified service as an educative company by a high-qualifiedbody of professionals which is represented by Dr John Butler who has morethan 20 years of experience in this field.So the target market for HTI is a student from wide range of age from 20 to 55years with a predominant preference by women corresponding to almost70% and it is segmented in three different groups:1.Professionals with any clinical Background who want to improve theirprofessional enhancement.2.People who want to make a change in their careers or lives.3.Students who start Hypnotherapy as a career from Europe, United States,United Kingdom and Asia.PHASE 1 Phase 1 gives a current overview of how HTI is promoting, selling and creating brand awareness with its clients through digital channels as: The Main Website www.hti.com, twitter and LinkedIn Account and a Blog, which are still undeveloped. Here is released the strategy HTI is using to connect current and future customers by providing a high qualified education service andproducts through the digital channels mentioned previously.Although business goals are presented allowing HTI measure the gapbetween HTI actual strategy and the future strategy.   3  
  4. 4.  Some of the important goals for HTI are:− Increase sales of courses and teaching materials substantially− Increase numbers of students by at least 50% over the next 12 months− Increase the sales of teaching materials by 70% over the next 12 months− Draw more students from continental Europe and the USA− Expand the market to medical, dental and nursing professionals− Increase our visibility and activity on the Internet− Increase the rate of conversion from online enquirers to committed trainees− Market hypnotherapy products (CDs, DVDs, books, etc.)− Disseminate information and increase discussion on hypnotherapyBased on the creative concept the digital channels should be adjusted toachieve the goals and satisfy customer needs.“Know Yourself Better”, this is a training course to let you know about“understand”, ‘learning” and “healing”.PHASE 2On the contrary Phase 2 proposes a complete turnover for the company inorder to obtain more advantages of the current digital channels for engaging,interact sell and promote the brand and product with the customers.After searching the opportunities and threats important results were providedand considered as relevant to create a new digital marketing campaign forHTI based on the following channels:- SEO: Ranked in the top 5 Search engine used by people in United Kingdom.- Facebook: Statistic results show that Americans spend nearly to a quarterof their time online on social networking sites corresponding to 43% ofincrease.- Twitter and LinkedIn Account: Considered as useful channels to provide clue information and instant messaging about HTI in real time to clients.- Main Web site: Redefined the creative and usability of the website wherethe clients can interact more with the company such as forums ,blogs but also to have relevant content and information based on their main needs and wants, also videos to show successful hypnotherapies and possibly even portions of classes, Create a feeling of being part of HTI as a member, relate hypnotherapy content with sense of nature ,relief and healing sense.   4  
  5. 5.  Even if HTI want to have an outstanding behaviour within the market it shouldtake into account the competitors, if we take a look forward we will see howthese companies differ from HTI, the most important are:• London College of Clinical Hypnosis• The UK college of HypnosisFor finalizing, Its important before implementing any digital marketingcampaign to search the market and see how my clients are responding to mychannels, but also its relevant to evaluate how aligned my goals are withcustomers needs and wants, for the case of HTI Is important to evaluate thechannels that are going to be implemented to exposure potential customers tolearn Hypnotherapy ,And the strategy that will be used to make customersinteract with the main website but also to maintain professional status andhighly qualified image of HTI.Phase 3To come up with a new channel mix and the solutions for how approach theproject we first wanted to reach the optimum definitions for all the different keyfactors i.e. product, participants and concept. We continued on to do thefollowing: - ANALYSE THE CHANNELS - EXTRACT A BLOCKED MISSION - UNBLOCK TO OBTAIN MISSION SOLUTIONS - PROVOCATION - CONFRONTATION - SENSORY TOUR - TRANSFORM THE MISSION SOLUTIONS INTO PLATFORM -PROPOSITION (S)From this we came up with the new channel mix’s benefits:Emotional Benefit: Self Confidence, Achievement, Relief, Endurance,Freedom - It makes you a “sustainable human being” (you become confident inyourself you know that you have the ability to endure anything that livespresent you)   5  
  6. 6.  Functional BenefitMain benefits: Clears your mind, Control your mind, Heals your mind • Clears your mind because the process erases any past experience and perception that may be blocking your life or holding you back not allowing you to be self aware of your inner capabilities.EMOTIONAL + FUNCTIONAL:HTI makes you a self-confident (endurable) person because it clearsyour mind from your perceptions.SEGMENTATION:- Professionals (NEO PLUS) Medical practitioners, Therapists, Doctors etc.- Personal growth NEO GROW) People seeking personal growth to improvetheir lives- Alternative careers (NEO PRO) People seeking for an alternative career orpost retirement career in helping othersFranchising Plan for HTIFranchising HTI alumni will enable the Institute to expand its brand name andservices in a quick and effective way. The objective is to build a network ofhypnotherapists that would share the same standard of practices and tomaximize profits thanks to the fees and royalties the company will receivefrom the franchisees.When we look at Patrick Holfords Institute for Optimum Nutrition (ION), werealise that the two Institutes are essentially the same as they are both on anunstructured market (i.e. no official certification in their respective sector)dealing with wellness and offering courses to nutritionism professionals andnon-professionals. The main difference is that IONs marketing is moreeffective in a sense that Holford succeed in "promoting" his company to thewild public via radio, TV, etc. IONs alumni are also part of the Institutenetwork which gives the impression of a serious and wealthy oranisation.By franchising its alumni, HTI will give the impression to the public that thecompany is well structured and the Institute will also look more credible. Thecompany will look more attractive which should be traduced by an increase ofthe number of clients, and thus an increase of its revenue.However, franchising requires John Butler and HTI to provide regular supportto the franchisees, such as webinars and articles broadcasted via the websiteand social media. Efficient digital marketing campaigns are thus necessary.   6  
  7. 7.  Channel Mix for HTI:- SEO- Social Media (Facebook, Twitter, LinkedIn)- Blogs- Content Publishing- Viral PlanSEOIn order for HTI to expand their business and increase awareness of thecompany and the benefits of the services they offer, they need to set up asearch engine optimization plan, which will be one of their long-termstrategies. The plan presented here gives a general outline into the basicsteps required for the successful optimization of the HTI website and theirranking in search engines. The team assessing SEO will require both aserver-log file based solution and a browser-based solution for completeanalysis of SEO effectiveness. This strategy requires a long-term cost /benefit analysis, so that the correct amount of investment can be optimized(Econsultancy, 2009).The objective will be to have HTI appearing highly ranked on the naturallistings of the first page of Google, when certain keywords are searched. Thepaid and sponsored listings, which appear when searching for informationabout hypnotherapy and related topics, are bad in terms that they re-enforcethe negative connotation associated with the industry. Most of the paid resultsadvertise quick fixes and certificates that can be acquired online and withminimal effort. We propose HTI not to try to compete among these charlottesand waist money on the paid searches (Econsultancy, 2009).Viral Marketing PlanOur marketing viral campaign is going to be develop through our main digitalchannels as Facebook, NEO main web site,e-mail,YouTube,Twitter andLinkedIn account.The main goal for NEO is to spread qualified content through digital channelsto engage participants with the Main web site catching up their attention andinterest in the products and service NEO is providing, • Neo Facebook fan page is going to be applicable to share,share and share content through building a sizeable presence on facebook , so sharing a video with entire friends list can have a real impact for the organisation. Other idea is to create different events that announces the video launch, inviting friends, writing a note and tagging friends ,but also posting the video on Facebook with a link back to the original YouTube Video. • Email Lists: After gathering a data base of all our current participants we are going to send a link with different videos to an email list, and   7  
  8. 8.   depending on the size of the list (and the recipients` willingness to receive links to YouTube videos),so it will be a very effective strategy. • Forum: We are going to start new threads and embed our videos, kick- starting the conversations by setting up multiple accounts on the forum and posting back and forth with different users. So we are going to reach enough people to work on it, so we can have a tremendous effect on spreading the content through the forum. • Games: Another way of engaging people to NEO will be through two different links one from NEO main website and the other one from Facebook Fan page where people can go and play different games related with how to upgrade different skills depending on the customers preferences. • Tests: Tests will be host in special sources, after participants make the test they will obtain results at the end of it and they will have a code where they can post it and copy in the blog, it allows participants to have a button to share ,link to share the content in the NEO website, but also the possibility to share the results in twitter and LinkedIn account.Tie-up Global Wellness Campaign: NEO Wellness Tie-up and alignmentcampaign with the big wellness conventions and fairs in the key cities in theUK and the USA.Jhon Butler will participate in wellness conventions and health fairs/exhibitionspromoting through showcasing Neo with the use of famous wellnesspractitioners.It is important to make sure every participant of Neo have access to watch thevideos, Tests, Games, forums and trying to get them to email out to theirfriends or at least to share them in Facebook.Furthermore is important to take into account that interactive content will drivevisitors back to the site, so our videos will fit into a great concept of wellness,power mind, upgrading professionals skills changing people lives.SOCIAL MEDIA PLANFacebookTarget market:Facebook will help HTI to get awareness from people that may be interestedin using hypnotherapy for personal growth and for a career swift.Two reasons for choosing this channel are:   8  
  9. 9.   a) With its exponential reach, we can start gathering people that have already some kind of contact with HTI (current and ex alumni and business acquaintances) b) Getting endorsement from those who have already had experience with hypnotherapyWe will make a Fanpage HTI inviting everyone on HTI’s current network tojoin. That will be the best way to exploit the knowledge Dr. Buttler has abouthypnotherapy and human nature. We will make little articles about “personalgrowth” that will be placed at the Fanpage homepage, inviting people to givetheir own experiences about the subject.Some example themes, that are very close to daily life and are appealing topeople who seek personal growth would be:• “Gain financial success with creative mind power”• “How to overcome stressful life without changing your city”• “Wondering minds lead to unhappiness”• “Stopping smoking is easier than it looks like”• “Why do you bite your nails?”• “Get a real good night sleep”Once people have read the article, there will be a place to comment, andagain, the comment will be shown in their friends’ newsfeed. There will alsobe a tool for them.LinkedIn:Target market: There is a particular nieche on the segment of persons whowould seek personal growth that are the professionals that need to enablethemselves to do better in their business or career path. Linkedin is the bestway to get to them.How LinkedIn will be utilized:We will make a Group of interests in Linkedin With a small fee subscription wecan get with an advanced search the people of our interest.The group will only have the purpose to provide this group with informationabout topics such as: - “Gain financial success with creative mind power - “Why today´s managers fail?” - “Set your mind to achieve your goals” - “Couch yourself to succeed” - “Empower your team” - “Achieve personal and professional advancement”TwitterTarget Market:More than a massive channel, we want to have the customers communitieslinked by twitter.Potential alumni: We will twit the headlines of the articles published in orderto get the chance to invite people to the webpage.   9  
  10. 10.  HTI can build a good relation with their customers and students by providingupdate information about wellness and hypnotherapy, giving a useful link ofvideos and press releases.Community of franchisers: Maintain them informed about new member ornew resources for the community (articles and webinars).Alumni: Give away free voucher or any other promotion to the communitythat are already in a way connected to the company, we can send them“codes” that can be plugged in in order to get discounts in the e-library forexample.Content Publishing PlanHTI’s content publishing plan will be executed by publishing articles throughblogs, forums and having them on the HTI website as well. The content willcomprise of different types of topics, depending on which of the threesegments it is targeted for. The articles will also vary on the level ofprofessionalism, for example while others will be about the latest scientificresearch, others will be about practical every day exercises people can do tocontrol their anxiety or smoking.For the publishing of video content we will use the HTI website and we’ll alsocreate a Youtube Channel that will broadcast short films about howhypnotherapy is taught in practice and how it is benefiting people.Final method for creating engagement with people will be webinars. A keyfeature of a Webinar is its interactive elements, the ability to give, receive anddiscuss information. Contrast with webcast, in which the data transmission isone way and does not allow interaction between the presenter and theaudience. The webinars will cover different topics from more advanced topicsfor people already involved with HTI brand to more practical ones for formerand current students about personal growth and control. The webinars will beavailable for pre-order online and later as downloadable webcasts andpodcasts (GoToWebinar, 2010).    PHASE 4CHANNEL SYNCHRONY (on-line & off-line)We will use the channels to achieve 2 goals: Acquire new customers andmaintain and strengthen a relationship with current students.The content developed for each channel is designed to develop differentcommunities that we will build across the life stages of the product generatingtraffic to each other.In order to get the buzz running we will have a launching event, where we willexplain the main concept and will invite people to join us.After each event/conference we will ask people to give us their data in order   10  
  11. 11.  to later on, invite them to join any of out communities.We will identify influencers such as bloggers and will invite them all to a freeclass to get them to talk about HTI to the people they influence.There will be cross-promotion activities and every printed material will bereferenced to the fanpage and website.HTI will participate in the top 5 wellness events in London.On the website, we will add Facebook and Twitter buttons in order forprospects to follow the company on social media.Messaging: For people seeking for personal growth we will communicate awide range of free tips to use in their life, inform them about courses, andaccess to current students. For people professional purposes we willinformation about the applicability to their practices.For people seeking forcareer change we will talk about how they can gain money applying thepractices and the franchising model.Types of content:Webinars and webcasts aimed for the three different client segments.Articles with HTIs self-published material also covering multi-part seriesfollowing student’s journeys from a novice into a hypnotherapy expert inpersonal growth or as a member of the HTI franchise.Forum discussions targeted for the current and former students and peopleinterested in becoming part of the HTI family. We will have three-layeredsegmentation for current and former students. The forum discussion will bestimulated by the HTI admins.Blogs HTI’s key personnel will keep and update their blogs. The topics willvary between the three main segments. HTI will also have guest bloggers(influential authorities) to increase traffic and backlinks to the website.Photos Photos on the website have the purpose to create the right kind ofemotional feeling of calmness and relaxation.Music on the website for the creation of a relaxed and calm sensations.Video distributed through the website and social medias, with the three-layered segmentation.Games available at the HTI website and on their Facebook page are meant tohighlight what strengths and weaknesses a person might have. They aretargeted for people seeking personal growth. The idea of the game is that youcan “upgrade” your skills and have the option to share your scores with yourfellow students.   11  
  12. 12.  To keep the buzz up: To increase the effectiveness of the published contentand keep it up-to-date HTI will be establish affiliate partnerships withcompanies from the top wellness industries around the world such as Yoga,Taibo, Pilates etc. We will also participate in the following wellness relatedevents in the UK: - FitPro Spring Convention 8-10 April 2011 at Loughborough University - Mind, Body and Beauty Show-Harrogate 19 March 2011Content Outline (Consumer-Created)Students wishing to start their own practices will be provided with all theinformation and data required, as well as a best-practice guide for starting upthe business and promoting it. Carefully selected students will be assigned tofollow-up stories covering student journeys so that we can ensure the qualityof the writingsOn the HTI website we will have quick links enabling sharing of contentthrough Facebook, LinkedIn and Twitter.Cultural considerations: We strongly recommend to focus on aggressivelypenetrating the UK, developing later franchisees in other countries. In thatcontext when expanding we will have to consider that the course must bewell-explained and understandable, promoting and explain the main benefitsthat can be applied directly or short time. Males and females should betreated equally as well as not be classified depending on their status or jobranks. Teamwork should also be applied. Do’s and Dont’s in the businessetiquettes of each country.                                         12  
  13. 13.          PHASE 1HISTORYBritain has a wide history in hypnotherapy lets have a look to the followingevents:The term “hypnotism” was first referred for Scottish surgeon James Braid, inhis unpublished Practical Essay on the Curative Agency of Neuro-Hypnotism(1842) as an abbreviation for "neuro-hypnotism," meaning "sleep of thenerves."1In 1892, the British Medical Association (BMA) commissioned a team ofdoctors to undertake an extensive evaluation of the nature and effects ofhypnotherapy. The Committee, having completed such investigation ofhypnotism as time permitted, have to report that they have satisfiedthemselves of the genuineness of the hypnotic state.2On April 23, 1955, the British Medical Association (BMA) approved the use ofhypnosis in the areas of psychoneuroses and hypnoanaesthesia in painmanagement in childbirth and surgery.“In addition to the treatment of psychiatric disabilities, there is a place forhypnotism in the production of anaesthesia or analgesia for surgical anddental operations, and in suitable subjects it is an effective method of relievingpain in childbirth without altering the normal course of labour.” 3At this time, the BMA also advised all physicians and medical students toreceive fundamental training in hypnosis.National Occupational Standards (NOS) for Hypnotherapy was published in2002 by Skills for Health, the Governments Sector Skills Council for the UKhealth industry. The Qualifications and Curriculum Authority started conferringoptional certificates and diplomas in international level through NationalAwarding Bodies by assessing learning outcomes of training /accrediting priorexperiential learning. It constitutes one of the most significant documents inthe history of hypnotherapy research.Specific Objective:Hypnotherapy Training Institute of Britain currently operates out of London.For an average of 8 weeks a year, with 10-20 students in each class, a varietyof courses take place. Clients typically take courses to career change or addto existing skills.                                                                                                                1 Wikipedia. History of hypnosis.2 British Medical Journal (1892). Great Britain.3 British Medical Journal (1955). Medical use of hypnosis. Great Britain.   13  
  14. 14.  General Objectives: • Train your brain to use your deeper but most effective resource, your mind, through a professional method recommended by long- established hypnotherapies organizations. • The hypnotherapy is a therapeutic process to improve the condition of individual with labour fatigue, increasing his strengths in his labor and social environment. • These participants joined hypnotherapy for several reasons; mainly many are unhappy with working in “the corporate or state sector” and wish to shift their career. Other main group are looking for “retirement career” for them to do when they retire. A small group comes from the medical sector hoping to be able to apply hypnotherapy into their work1. There are also a small number of students outside of UK who came here due to the reason that their home country does not offer hypnotherapy or the quality offered is only subpar.PRODUCT:The main products HTI provide are Hypnotherapy training courses, but alsothe following books, CD`S and DVD`S: • The Science of Getting Rich (Financial Success through Creative Mind Power) By Wallace Wattles - £5.95 • Hypnotherapy by Dave Elman - £29.95 • The Miracle of Mind Power By Dr. Dan Custer - £9.95 • Self-Hypnosis & Other Mind-Expanding Techniques By Charles Tebbetts - £8.95 • Self-Hypnosis as Anaesthetic in Surgery DVD By Dr. John Butler - £5.95HTI also offer courses of hypnotherapy for therapeutic transformation, clinicalhypnotherapy, advanced analytical, and medical hypnotherapy.”4(Moises Navarret, 2010).                                                                                                                   14  
  15. 15.  “As a product HTI has been creating and offering useful courses for careertraining or personal applications. It includes different levels (basic,intermediate, high, and advanced) depending on client needs. Furthermore, ithas an important added value which is the way they provide the service with“know-how” due to the deepest and valued knowledge coming from a trainingbody which is a highly qualified team that belongs to the Training Institute ofBritain as one of the most recognized organisations long established and theoldest in the UK, bringing confidence and credibility to the current and futureclients in terms of reliability and experience.”(Erika Raigoso ,2010)“Training Courses with teaching materials such as audio/ video cassettes,CD/DVDs and books are provided to the students. The Training courses aredivided into four modules that are hypnotism for therapeutic transformation,clinical hypnotherapy, advanced analytical hypnotherapy and medicalhypnotherapy. The course will take over 200 hours of learning the principlesand practices of hypnotherapy in the classroom under the guidance of theinstructors”. (Cheung Woo Yee, 2010).PRICES: • Course 1: Hypnosis for Therapeutic Transformation: 6 days intensive training providing 50 hours of classroom tuition: Cost: £695 (includes over £100 of course materials). • Course 2: Clinical Hypnotherapy Course: 6 days intensive training providing 50 hours of classroom tuition Cost: £625 (includes course materials). • Course 3: Advanced Analytical Hypnotherapy Course: 6 days intensive training providing 50 hours of classroom tuition. Cost: £625 (includes course materials). • Course 4: Medical Hypnotherapy Course: 6 days intensive training providing 50 hours of classroom tuition. Cost: £625 (includes course materials). • Course 5: Medical Hypnosis Course For Physicians: Costs £525, Length of course 5 days. • Course 6: Hypno surgery for surgeons and anaesthetists: Cost: £195, Length of course 2 days. • Course 7: Upgrade training course: 6 days intensive training providing 50 hours of classroom tuition Cost: £625 (includes course materials). • Course 8: Advanced Training: Cost: £525, Length of course 5 days.PLACE:Customers can find HTI products and service in the website as online Books,DVDs and CDs even though few of them are sold on it. In the case ofhypnotherapy training courses people can book them online depending ontheir preferences.SERVICE:   15  
  16. 16.  Hypnotherapy courses by teaching the art and science of hypnotherapyproviding a service of education.As a product HTI has been creating and offering useful courses for careertraining or personal applications. It includes different levels (basic,intermediate, high, and advanced) depending on the client wants and needs.Furthermore, it has an important added value which is the way they providethe service with know-how due to the deepest and valued knowledge comingfrom a training body which is a highly qualified team that belongs to theTraining Institute of Britain as one of the most recognized organisations longestablished and the oldest of the UK, bringing confidence and credibility to thecurrent and future clients in terms of reliability and experience.ISSUE:    Mystified Field with lack of credibilityHTI offer courses of hypnotherapy for therapeutic transformation, clinicalhypnotherapy, advanced analytical hypnotherapy, and medical hypnotherapy.    MAIN TERRITORIESThe greatest interaction of the existing platform is the United Kingdom, theUnited States, and continental Europe.  -Ireland with a separate organisation (Hypnotherapy Training Institute ofIreland).-Lesser Extent of the rest of Europe.-HTI is located in the United Kingdom, specifically in London. Students comemainly from the UK and Continental Europe, but there are some from Asia,the Middle East, and America as well. Most students find HTI online andbegin interacting through the HTI Website.Customers ProfilesGeneral Profile-1st Group:Group of professionals with any background similar to hypnotherapy, like:Medical, Nursing, dental, psychologists, practitioners therapists among otherswho are interested in giving an added value to their careers also they have adetermined knowledge and skills to be taught.-2nd Group:Group of people recently retired with an interest of continue working in orderto have more incomes during their retirement lives, and people from the publicwho want to study hypnotherapy.-3rd Group:Students who need at least some level of education (bachelor degree,primary, secondary) and want to study hypnotherapy as a career.   16  
  17. 17.  Total of sample: 19 students GENDER   Series1,  Male,  6   Series1,  Female,  13   RESIDENCE     Series1,  Asia,  1   Series1,  Europe,  1   Series1,  UK,  17     17  
  18. 18.   ORIGIN   Series1,  Latin   America,  1   Series1,  Usa,  1   Series1,  Asia,  1   Series1,  Middle   East,  1   Series1,  Europe,  4   Series1,  UK,  11   EDUCATIONAL  STATUS   Series1,  have   secondary   education,  7   Series1,  have   tertiary   education  min   Bachelor  degree,   12   OCCUPATIONAL  STATUS   Series1,   complementary   therapists.,  5   Series1,  civil   servant,  1   Series1,  ofNice   Series1,   administrator,  1   accountants,  2   Series1,   paramedic,  1   Series1,   Series1,   psychologists  (1   proprietors  of   Series1,  artist,  1   currently   own  businesses,  2   unemployed),  3   Series1,    skilled   manual  workers   Series1,    student,   (1  currently   1   unemployed),  2     18  
  19. 19.   AGE   Series1,  50-­‐54,  2   Series1,  45-­‐49,  3   Series1,  40-­‐44,  2   Series1,  35-­‐39,  5   Series1,  30-­‐34,  4   Series1,  25-­‐29,  2   Series1,  20-­‐24,  1  Graphics taken (Gabriela Dona, 2010)After evaluating the above statistics we can see that majority of participants inHTI are females with range of age from 35-39 from United Kingdom, most ofthem middle class, and with clinical background as Complementary therapistsparamedic, psychologists among others.At the moment, HTI is not promoting successfully their products and services,more than some digital platforms as the main website, usage of LinkedIn andTwitter account where their products are displayed but its missingengagement interaction and relevant content in the current strategy HTI isusing to sell the service.Specific Profiles: Gender Origin Residence Age Professional expectations Female Europe UK 35- 39 Formerly psychological professional, moved to commercial application, seeking to return to clinical application with new approach of hypnotherapy Male UK UK 30 - 34 Formerly computing consultant, now proprietor of own computer consulting business, trained in NLP, seeking to expand/move to human rather than virtual problem-solving   19  
  20. 20.   Female UK UK 45 – 49 Homemaker, children now adult, trained and practising in complementary therapies, seeking to expand services in this area by offering hypnotherapyGraphic taken from “(Gabriela Mata, 2010)MAIN WANTS AND NEEDS OF PARTICIPANTS:Most participants want to advance their career, especially care professionalswho have a desire to use hypnotherapy along with their current speciality.Some of the participants just want to gain this skill for their own personaluse. (John ButlerB).Practicing therapists who wish to upgrade their skills and refresh / add totheir knowledge. Some practitioners undertake our courses to retrain in anin-depth approach to hypnotherapy as they recognize that their previoustraining(s) were wholly inadequate for the demands of professional clinicalpractice. - (Butler 2010) “Individuals who have recently retired and who are looking for a “retirementcareer” or “third-age career” with perhaps financial pressure to generatesome income in their retirement. Some of them want to work only part-timeas they can do with hypnotherapy.” (Marta Tolosa, 2010)“According with the information provided by HTI, the participants are “seekingpersonal development and most seeking to move career, expand existingcareer either immediately or in future”. In the charter of the company, HTIactually offer develop “great subconscious resources of every person toenable them to live fuller, happier, more successful lives“According to the participant of HTI who was contacted via e-mail, sheexpected to receive more tips about hypnotherapy, update information of thefield, material related with the topic and also more insides of HTI’s professorsand experts. It was particularly important that this participant mentioned JohnButler as a figure that can attract customer’s attention with emotionalmessages.”“According with the information provided by the HTI participant via e-mail, herwants and needs are not related with the content of HTI’s digital platforms.Actually, the information in all of these digital platforms are not updatedregularly, and is very limited to rational information about the courses theyoffer, and general data about the company.”(Gabriela Mata, 2010).CHANNEL MIXSo far the main channel that HTI is using right now is Main websitewww.hti.com which applies for all territories. They are also using LinkedIn to   20  
  21. 21.  main connections with other students, twitter and a blog but these channelsare still underdeveloped. Most of the students would use the website andconnect through LinkedIn.HTI uses search engine optimization, and promotes through print advertisingand word of mouth.Using a search engine is the only way to connect these mediums becausethey do not offer portals to link to other channels.The existing channel in HTI is not strong enough to engage the actual clients.At the moment they have the Main Website, which is frequently used in orderto communicate with their clients and it involves important information aboutthe product and service they are selling, Even though the website has lot ofinformation that can be employed in a different creative and entertainmentway with the purpose of engage their clients with relevant information aboutthe courses letting people to interact with the qualified profile they can acquirein terms of credibility, usability, and know-how which I consider is the biggestcompetence that differentiates this organization from their competitors, butalso the value of hypnotherapy as its powerful and natural strength to be usedin humans beings.Regarding to print advertising at the moment magazines and some mail outsare being used.From my personal point of view credibility and trust for these kind of educativeorganizations is really important and one of the links included in the HTIwebsite is the training body link which introduces the client to have security,and well recognition of It. hypnotherapy training institute of Britain’s trainingprogram is also accredited by the American Council of Hypnotist Examinersand the British Society of Hypnotherapists.Some perspectives of the current use of digital channels:“The leaflet, the brochure and the website were showed to some individualsfrom different regions.5These are some of the comments:“It has too much text. I do not even want to read it.”“It looks like corporate things, it is going to take me long to read it.”“It doesn´t show all the power that his product has.”“It is a great product, but needs to be attractive in the materials.”“If they want to make a difference, they should start with the way in which theycommunicate”.(Martha Tolosa, 2010). Survey about HTI advertising. London, Latin America,SpainINTERACTION:Participants engage with the digital platform in order to get information on thecourses and to interact with John. The most visited platform is the website,and about one quarter of participants will join LinkedIn in order to talk to John.(Megan Lowe, 2010)                                                                                                                   21  
  22. 22.  HTI in the moment hasn`t taken full advantage of the current digital channelsto allow participants interact with them because the actual strategy is toimplement website as a main source of information about the organization,courses and products such as Books, CDs and DVDs.At the moment HTI provide videos, links related to hypnotherapy issues, andrelevant information of professional training team of HTI, also contact detailsLink allowing participants to communicate directly with them ,and Twitter.comand LinkedIn Account to bring the opportunity to general public to linkinteresting issues about hypnotherapy these enhance a closer relation withactual, old and new customers.But further to the use of these social media channels is to use the data in acreative and smart way to provide information that involve the needs andwants of the clients in order to engage them and let them know why theyshould go just to HTI as an accredited and important organization ofhypnotherapy.Regarding to the territories HTI is mainly focused in United Kingdom, butIreland has already a main website but it hasn`t been developed at all. It canbe considered challenging for promoting HTI service and products.MARKETMAIN COMPETITORS “Our main competitors are the London College of Clinical Hypnosiswww.lcch.co.uk and The UK college of Hypnosis and Hypnotherapywww.ukhypnosis.comThere are substantial differences between the styles and content of differentcourses that are not necessarily easy to deduce from an initial study of theinformation on websites. There are many schools offering some level oftraining in hypnotherapy, often in conjunction with other forms of therapy, forexample, NLP, EMDR, EFT, TFT, etc. Our training program specializes inhypnotherapy, which we feel requires a minimum of 200 hours exclusivelydevoted to the subject of hypnotherapy alone. The other forms of therapymentioned above require additional study and training separate fromhypnotherapy training.“- (Butler 2010) and (Moises Nevett, 2010).HTI training programme provides unique quality of knowledge abouthypnotherapy which requires a minimum of 200 hours exclusively devoted tothe subject of hypnotherapy alone. The other forms of therapy mentionedabove require additional study and training separate from hypnotherapytraining.US COMPETITORSIn the United States, increasing numbers o medical colleges have startedoffering courses in alternative medicine. For example, in three separateresearch surveys that surveyed 729 schools (125 medical schools offering anMD degree, 25 medical schools offering a Doctor of Osteopathic medicinedegree, and 585 schools offering a nursing degree), 60% of the standard   22  
  23. 23.  medical schools, 95% of osteopathic medical schools and 84.8% of thenursing schools teach some form of CAM.6EUROPEAN COMPETITORSSimilarly "unconventional medicine courses are widely represented atEuropean universities. They cover a wide range of therapies. Many of themare used clinically. Research work is underway at several faculties," but "only40% of the responding [European] universities were offering some form ofCAM training (Marta tolosa,2010).BUSINESS GOALS− Increase sales of courses and teaching materials substantially− Increase the numbers of students we train by at least 50% over the next 12months− Increase the sales of teaching materials by 70% over the next 12 months− Draw more students from continental Europe and the USA− Expand the market to medical, dental and nursing professionals− Expand the market to the corporate sector− Increase our visibility and activity on the Internet− Increase the rate of conversion from online enquirers to committed trainees− Market hypnotherapy products (CDs, DVDs, books, etc.)− Disseminate information and increase discussion on hypnotherapyCREATIVE CONCEPT:“Know Yourself Better”, this is a training course to let you know about“understand”, ‘learning” and “healing”. (Cheung Woo Yee, 2010).The creative concept of HTI’s current digital platform is to try to use socialmedia as much as possible in order to reach potential customers.(Megan Lowe, 2010)                                                                                                                6 Medical education, Thefullwiki.org. Alterantive medicine.   23  
  24. 24.  PHASE IITarget Territories“HTI will primarily be targeting International Territories as well as the UK andIreland where most students currently come from. HTI would like to increasethe number of students from Continental Europe, the US, Asia, and the MiddleEast. (John ButlerB)” (Megan lowe, 2010).“The use of alternative medicine in developed countries appears to beincreasing. The term "alternative medicine" is generally used to describepractices used independently or in place of conventional medicine. The term"complementary medicine" is primarily used to describe practices used inconjunction with or to complement conventional medical treatments”(Marta Tolosa, 2010).Alternative medicine MapGraphic taken from (Marta Tolosa,2010). • USAA 1997 survey found that 13.7% of respondents in the United States hadsought the services of both a medical doctor and an alternative medicine   24  
  25. 25.  practitioner.7 (View Annex 7) • UKA British telephone survey by the BBC of 1209 adults in 1998 shows thataround 20% of adults in Britain had used alternative medicine in the past 12months.In defining complementary medicine in the UK, the House of Lords SelectCommittee determined that the following therapies were the most often usedto complement conventional medicine: Alexander technique, Aromatherapy,Bark and other flower remedies, Body work therapies including massage,Counselling stress therapies, hypnotherapy, Meditation, Reflexology, Shiatsuand Yoga.Many people utilize mainstream medicine for diagnosis and basic information,while turning to alternatives for what they believe to be health-enhancingmeasures” (Marta tolosa, 2010)Target Participants“Regarding to the three territories designed for extending the Hypnotherapymarket the participants are going to be those who need this service for theirlives improvement through a combination of Hypnosis and therapeuticintervention, so here the client (Professionals in related backgrounds,students, general public, housewives linked with people retired from theirjobs) will acknowledge how a patient can have a positive change while thepatient is deeply relaxed in a state of suggestibility called trance.Therefore, HTI has three different kinds of participants, and for each of theseparticipants, it’s necessary to build a general profile.General profile of participants that wants and needs personaldevelopment: • UK and USA residents • Individuals between 30- 65+ • Middle class • Tertiary education mainly in careers related with psychiatry and therapists • Searching personal and professional developmentGeneral profile of prospective participants in the corporate sector: • UK and USA residents • Individuals between 30– 55 • High executive • Upper class • At least tertiary education • Searching stress management and professional developmentGeneral profile of prospective participants in the health care sector: • UK and USA residents • Individuals between 30- 55 • Doctors and practitioners in anaesthetics, dental care and psychiatry                                                                                                                7 Journal of alternative and complementary medicine. (1995). USA. Mary AnnLiebert, Inc.   25  
  26. 26.   • Upper class • At least tertiary education • Searching professional development “ (Gabriela Mata, 2010)Digital Profile:In The United Kingdom is very popular to use search engine marketing to findany type of issue related to hypnotherapy as an example in youtube.com youcan find hypnotherapists whom have advertised their own business by Payper click with a company named Leadpros where the customer can find hisname through writing different keywords on the search engine like smoking,hypnosis, disorders, weight loss, stress or hypnotherapy, and with this toolthey can find customers from different geographical areas and also peoplewho have interesting issues to make businesses, so is one of the popularchannel used by hypnotherapists to advertise their services in a successfulway.UK citizens have high participation in online channels (videos, blogs, socialmedia networks, e-mail, search engine optimization, among others), one ofthe reasons is that population can carry out more activities via internetbecause is easier due it saves time, and replace traditional channels liketelevision, radio which means that part of the population is growing in onlinechannels, for example those citizens with internet access at home are morelikely to participate in different services, events than those how don`t have.Some general metrics and statistics of United Kingdom provided by the onlineservice StatCounter.com, shows the digital media usage of this targetterritory:Graphic taken from (Gabriela Mata, 2010).Google range the five search engines that United Kingdom consumers use tonavigate in the web.The first social media network used in United Kingdom is Facebook:   26  
  27. 27.  Graphic taken from (Gabriela Mata, 2010)“The analysis of twitter platform usage is relevant to the market research,because the first step to build media buzz will be through followers of HTI inthis network. The idea is to spread the brand message via selectedconnectors (in this case, influential persons related with the hypnotherapy,health care, and corporate sector).By the other hand, and according to a Nielsen statistics reports about whatAmericans do online, the results shows that they “spend nearly a quarter oftheir time online on social networking sites and blogs, up from 15.8 per centjust a year ago (43 per cent increase) according to new research releasedtoday from The Nielsen Company. The research revealed that Americansspend a third of their online time (36 per cent) communicating and networkingacross social networks, blogs, personal email and instant messaging”.(Gabriela Mata, 2010)Top 10 Sectors by Share of U.S. Internet TimeRANK Category Share of TimeJune 2010 Share of TimeJune 2009 % Change inShare of Time1 Social Networks 22.7% 15.8% 43%2 Online Games 10.2% 9.3% 10%3 E-mail 8.3% 11.5 -28%4 Portals 4.4% 5.5% -19%5 Instant Messaging 4.0% 4.7% -15%6 Videos/Movies** 3.9% 3.5% 12%7 Search 3.5% 3.4% 1%8 Software Manufacturers 3.3% 3.3% 0%9 Multi-category Entertainment 2.8% 3.0% -7%10 Classifieds/Auctions 2.7% 2.7% -2% Other * 34.3% 37.3%-8%   27  
  28. 28.  According to the statistics online service, StatCounter, in United States the topsearch engine is also Google: (Gabriel Mata, 2010)“According to the information provided by some HTI participants – which arepart of the first group of prospective participants, related with hypnotherapistand hypnosis field – the principal usage of creative digital concept is self-promotion and information about personal development. They create blogsoriented toward business purpose. Some of these participants are engagewith HTI’s digital platform, mainly via Twitter.Based on an experimental study done via twitter research with someprospective participants of HTI, the digital content of anaesthetics doctors anddental care professional is focus mainly in self promotional websites in whichthey offer products and service related with their fields. This experimentalstudy was done using the twitter account of the Royal College of Psychiatrists,and the association of Dentistry Research in UK”. (Gabriela Mata, 2010)“The republic of Ireland has a rich media due its small population 3.8 millions,they have 12 national newspapers, and 60 regional newspapers, 150indigenous consumer magazines and nearly 50 indigenous book publishers.Ireland has four national television stations, five national radio stations, anddozens of regional radio stations, also exist an increase presence of internetis popular and diverse and is competing with magazines, books, newspapers,radio and television, even though the presence of internet is growing offeringopportunities to contribute services, products and ideas to the public, so inIreland communications will continue circulating, commercially and sometimesas a result of the government and investment.   28  
  29. 29.  These are some of the statistics of Ireland in terms of advertise services byInternet:Number of Individuals with computers 1,360,00 0Computers per 1,000 354.1Number of Individuals with access to 784internetInternet access per 1,000 204.1Internet Consumption (minutes Per 23Day)From my perspective HTI can use as a digital channel Internet which havegood presence in Ireland but also advertising services such as magazinesand newspapers can be useful due is a popular offline channel and as HTIhas just established there so I think can be a good start to use a mixture ofboth.HTI has wide different options to communicate, promote and advertise itservice and product in different territories with really amazing opportunities toretain more customers and keep them engaged with the brand.At the moment, clients do not have much content to interact with HTI theyhave just flyers for information, main website and brochure where you can findall what hypnotherapy involves, which courses do they offer, prices, and theinformation provided in the main website which promotes in some way theircourses, books, and CD`s etc, some of the main things mentioned in thewebsite is the training body of professors they have, which kind of servicethey are providing but also it needs to be more creative to led clients interactwith the organization as well as to allow them to express their suggestionsand experiences of the service they are receiving and the one they will like tohave as for example with a Blog ,forum or membership.”(Erika Raigoso,2010).FIELD AND DOMAINS“Some competitors for HTI are as follows: § The UK College of Hypnosis and Hypnotherapy § The Surrey Institute of Clinical Hypnotherapy § The London College of Clinical HypnosisThese institutions all have similar fees for their courses, and all claim to beaccredited.Only one, the UK College of Hypnosis and Hypnotherapy, has any sort ofsocial media or other type of marketing on their site – this particular institutionuses both Facebook and Twitter. The UK College of Hypnosis andHypnotherapy also has a great website design, which HTI could drawinspiration from for improving their own website.The Surrey Institute of Clinical Hypnotherapy and the London College ofClinical Hypnosis both have rather poor site designs for usability, and neither   29  
  30. 30.  seems to link to any other sort of digital marketing platform.” (Megan Lowe,2010)“The most inspiring organization in this field is The UK College of Hypnosisand Hypnotherapy. They have presence in several digital platforms: website,Facebook, Twitter, blog and LinkedIn, and in every platform they keep theimage concept of the brand. They also promote participants interaction viadiscussions forums, and engagement with surveys, videos, updatedinformation related with the hypnotherapy and hypnosis field. With theseinteraction tools, the organization has the opportunity to know wants andneeds of their participants. In general, all the image concept of the brand hasconsistency in their digital platforms” (Cheung Woo Yee, 2010). “In general, these digital platforms have very creative concept thatpromote the engagement of the participants: Simple Machines (the conceptbehind the Museum of Science + Industry in Chicago), Waterlife.nfb.ca (aNational Film Board of Canada website related to the water life), We ChooseThe Moon (an educational website of AOL), Your Life, Your Money (a PBSwebsite about young people with economic challenges). All these websiteshave educational purpose. Some ideas about the design and the informationdistribution can be applied in the new concept of the HTI brand, and the digitalplatforms. As potential strategic and creative alliances, it could be interesting toanalyse the opportunities to expand the product and service to new marketsas United States. A joint venture with a high standard hypnotherapy trainingthere could be evaluated. With this marketing strategy is possible to reach anew market with the know-how, human resources skills, and infrastructure ofthe possible partner. According to the information provided by HTI, the gatekeepers andcreators of the hypnotherapy field are “Dr. Fritz Perls, founder of GestaltTherapy, Dr. Carl Rogers, the principal figure in modern counselling and Dr.Alexander Lowen, founder of Bioenergetics”. (Gabriela Mata,2010).Most influential players:Dr. John Bulter who is the director of HTI and the only licensed teacher ofTransforming Therapy.Most Effective digital platforms:HTI existing: Twitter and LinkedInSuggestion: Facebook, Blog and forum, Articles and Landing PageMost Effective digital platforms:The London College of Clinical HypnosisThe UK College of Hypnosis and Hypnotherapy   30  
  31. 31.  Inspirational creative concept:“Know Yourself Better” is the theme of the hypnotherapy training course whichcan let you know about “understand”, ‘learning” and “healing” process.Potential Strategic and creative alliances:Generates a “Know Yourself Better” event with the other members of Institutefor Complementary Medicine. Current customer can share their opinion withthe potential customers face to face and an opportunity for them to practicetheir skills. This is also a chance to do the alliance with the members ofInstitute for Complementary Medicine in different field to get a cooperationrelationship for the future business and strategy.Through this event, it can introduce a message to the public what is hypnosisand how to use it in the real life. Videos and pictures of this event will beuploaded to the Facebook and website. For people who respond and showinterest in the Twitter and Facebook, they will be invited to have a free lessonand let them to experience of the power of hypnotherapy.”(Cheung Woo Yee, 2010).ALIGNING GOALS WANTS/NEED“HTI seeks to build credibility in the field of hypnotherapy and to differentiatefrom other institutions. This is very well aligned with the wants and needs ofthe target participants, who are seeking to obtain a quality education inhypnotherapy and practice it either professionally or personally. Throughobtaining the two goals previously stated, HTI can achieve the third goal,customer acquisition. This is because, in theory, more students will beregistering for courses when they see that this is a legitimate and respectableinstitution.” (Megan Lowe, 2010).Target participant would interest on the information of hypnotherapy.Website,Blog and articles and social network teach the right concept andusage of hypnosis. They would like to engage with existing customers andgraduates through several digital channels in order to gather the informationof the HTI. (Cheung Woo Yee, 2010).OPPORTUNITIES • “A channel to exposure more potential customers to learn hypnotherapy in HTI • Providing specific seminars, master classes and online teaching materials • A way to differentiate their professional status and highly qualification image • Cost is relatively low and it is easy to sign up for a social network account.” (Cheung Woo Yee, 2010).   31  
  32. 32.  “HTI can redefined the website for the client so they can feel ownership withthe service and product implementing different channels such as: blogs wherethey can see what is happening around the world with hypnotherapy as news,events, etc. Developing forums where people can express themselves likesuggestions or recommendations, and videos with true testimonies of howhypnotherapy change their way of life with some new creative ideas thatmake people interested in the concept and benefit HTI want to transmitted.(Erika Raigoso, 2010)..“Many entrants have previously worked in a related profession, such associal work or the health and social care professions. There is a growingdemand for hypnotherapists, with increasing referrals from GPs, dentists andprivate health insurers.8 (Marta Tolosa, 2010)-One of the main target market they have are professionals with clinicalbackground HTI should give an additional value to them in order to retainthem, for example to create a space inside the website just for graduateswhere HTI promote available courses, seminars, talks , conferences for themoffering cheaper prices for them, so in each season of the year graduates canhave the opportunity to meet new people in these events so they can join anetwork with possibilities of Jobs for example. (Erika Raigoso, 2010).Potential strategic and creative alliances:“Some of the most important considerations to take into account in order toprovide learning opportunities for talent at all levels of development are: • Consolidate the sector as a career; • Entering into the sector; • Emerging from fulltime study with a creative practice but little business insight; • Established but needing to reinvigorate the creative practice and business; • Advanced: people looking to develop their ability to lead.” (Marta Tolosa, 2010). • Increase the profile of Creative Alliance with learners, employers and stakeholders through new online services and marketing promotional activities, developing a new business model and introducing a more commercial approach to developing and delivering learning provisions. (Erika Raigoso,2010).CHANNELSThe channels with most appealing to reach, engage and make brandawareness opportunities in the market are the following: “Website. It needs a complete renovation, to build a DB of people who visit us, register and other fields to interact more with the user. We need to make the most of our site, because none of the competitors have a well presented website. All of them look old, like antique PowerPoint presentations. HTI needs to be the first and the best in the                                                                                                                8  (2010).  The  UK´s  offcial  graduate  careers  website.  Http://www.prospects.ac.uk.     32  
  33. 33.   market with an outstanding presentation. It needs appealing content, use of multimedia and content generated by consumers. • Twitter and Facebook account. Due to the constant movement of messages in those media we could start updating all the discoveries that HTI have made in this area, every class students and professors can enrich the content, creating a community. Also announcing new events, the courses, and promos with certain materials. Also we should contact the leaders to talk for a day about our product, gaining more followers. • Medical e-journals. Some presence with the evidence of our famous effective cases. Results of research into benefits of hypnotherapy are being published in medical journals. We should seize this fact and publish our goals in medical newspapers. • Careers sites. We should appear on these sites, not only as an option, but with engaging banners about the subject.” (Marta Tolosa, 2010). • “E-mail marketing, such as a newsletter for current students, incoming students, and graduates • Affiliate marketing through other reputable hypnotherapy websites • Search Engine Optimization for Google and search engines that are popular in other target territories. • Facebook, especially to reach international participants. • YouTube channel, to show videos of successful hypnotherapies and possibly even portions of classes Most of these channels are very inexpensive. The website design would probably be the most expensive, but it would be the most important. These would all be suitable in every territory, as well. However, it is easy to find translation tools online in case HTI did need to publish or post something in another language. In addition, all of these things mix together very well. The newly designed website can link to Twitter, Facebook, and YouTube, and it can also have a link to sign up for the newsletter and to go to the affiliate website.” ( Megan Lowe,2010).           33  
  34. 34.  PHASE 3REACH OPTIMUM DEFINITIONS1. The Product/service/ issue- HTI offers highly qualified hypnotherapy training2. Participants- Students, who want to experience personal growth, have an alternativecareer in helping others and medical professionals who want to expand ontheir careers.3. The Context3.1 Existing and Target Territories- Existing targets territories are UK, Ireland and US. They want to expand ontheir current territories and to Europe.3.2 Existing Channel Mix- Word of Mouth, Website, Blog, LinkedIn, Twitter, YouTube videos, SEO4. The Concept- Personal growth and career development.4.1 Current participant journey and interaction- Client’s search à HTI website à Initial interaction.5. The Company’s Goals- Increase sales, awareness and credibility.ANALYSE THE CHANNELSBest Practice Guides:- SEO & conversion rates- Facebook / Twitter- LinkedIn- Blogs- Content PublishingEXTRACT A BLOCKED MISSIONIDM MissionOur mission is to create a marketing strategy which segments betweendifferent markets needs and increases awareness, increases sales andcredibility.What makes it challenging? What are the blocks?From HTI perspective:- Low promotion- Web site is poorly designed: monotonous and unappealing- Not certified by any government monitored branch   34  
  35. 35.  - Lack of recognition- Visually unappealing- Message is inconsistent and targeted to a too wide audience- Business objectives need to be narrowed down and made clearer- John’s time split between teaching and promoting HTI- No brand endorser- Lack of using social media- Brand personality needs refreshment: people like to try new thingsFrom the environment:- Negative images or messages about hypnotherapy- No interest from youngsters (who is going to be their client in the nearfuture?)- Religion as well as many new alternatives offer different way of healing (lotsof alternatives ways are competing for the interests)-Quick response from competitors (copying the strategy)From clients’ perspective:- Misperceptions about what hypnosis is- Lack of knowledge on the benefits and uses- Under-qualified practitioners, Charlatans, quick-fix courses- Strong culture background that cannot accept inappropriate way of healingUNBLOCK TO OBTAIN MISSION SOLUTIONSFREE REFRENCESMusic? Therapeutic and relaxing , make it feel more modern.Place? Stressful cities, New York, London, High-stress areas, big cities,Moscow.Food/Drink? Green Tea, Porridge, Fajitas, Avocados. Light food, homecooked meal, herbs, weed.Dance? Ballet, Slow dance, tribal dance, Tai Chi.Tale? Jungle Book, The Bible (Adam&Eve), Sleeping Beauty, Vampires(Twilight).Film? The Mentalist.Play? Lion King, Cirque du Soleil.Objects? Pendulum, Pocket watch, Sofa.Alternative uses:Military / Police interrogationResilience training to face adversitiesMetaphors:“Look in to my eyes…”“Empowering people ” Product service issue:- Powerful- Engaging- Effective   35  
  36. 36.  - Enlightening- Intangible- Gentle- Respectful- Innovative- Therapeutic- RelaxingSymbol:“Eye”“Lilli on a pond”Our HTI is as… as… drugs… Quueg… alternative medicines available today… meditation… feeling, emotion, brand… satin shirt, soft… religion… Toyota… classic music… spaPROVOCATIONWhat if we…Depersonalize it?- It could have higher success.Make it visible?- Easier to understand, more acceptable and trustable. The benefit should besimpler and easier to believe (showing hypnotherapy in a surgery room cancause rejection and rise questioning). However, many people will be attractedto hypnotherapy for other, more common purposes, (i.e. can be used in agood way to stop bad habits) If HTI talks about these usages can get closer toa person by appealing to an “everyday” need, and also, it will be easier tobelieve the effects of hypnotherapy applied for a simpler purpose.Add sex appeal?- Visually more appealing (look in to my eyes with French accent).CONFRONTATIONWhat is it?-HTI is the institution-Hypnotherapy is the service that they provide as the product-Have the highest standards for clinical professionals-British   36  
  37. 37.  -Accredited-Medicine skills provider-Training Institution-Trains to become “Hypnotherapists”-Hypnotherapy is a technique that unblocks your consciousness to be awareand be in touch with the subconscious.What HYPNOTHERAY it is not?-Not magic-Unnatural-Fake-Shenanigans-Dubious-Not yet medically associated with neuroscienceWHERE does it happen?-HTI is currently in England and Ireland-But, HYPNOTHERAPY can happen everywhereWHERE does it NOT happen?- The Belgium government restricts by regulations that STAGE HYPNOSIScannot be misused as performance or for entertainment purposes.- The Catholic Church does not encourage un-orthodox “faith healing”.WHEN does it happen?- When a person wants to grow- When a person wants to improve- When a person starts to believe- When a person runs out of options- When a person is desperate to be healed- When a person is in search for enlightenment- When they want change and to make a difference in their life- When they want a different experience- When a person goes through a traumatic experience, then the need to getover and be healed emotionally and psychologically of those traumaticexperiences are recognized.- Relaxed, shockWHEN does it NOT happen?- When they BLOCK the concept- When they are not open-minded- When they don’t believe in it- When a person’s personal need to improve is not recognized- When its not properly done- When they hear of a bad experience “hearsay”- When the information is not from a credible source- When a person is awake/ fully conscious- When a person is not relaxed   37  
  38. 38.  HOW does it happen?- Group sessions- Individual sessions- Professional coaching/ teaching sessionsHOW does it NOT happen?- Not performed on a stage- Not in a loud place- Not in a disrespectful mannerWHY does it happen?- People recovering from trauma / looking for answers- Person allows it to happen / they are- When people are not satisfied with their skills- They’re looking for something new- Happens to HTI because of the accreditation- People have trust in hypnotherapy because of previous experiencesWhy does it NOT happen?- People don’t trust / believe in hypnotherapy- People find better alternatives to hypnotherapy- Loss of credibility- If hypnotherapy doesn’t deliver what it promises- Absence of John ButlerWHO causes it to happen?- John Butler & staff- HTI- HTI students- Professional hypnotherapists- People who like to explore new thingsWHO doesn’t cause it to happen?- Charlatans- Under-qualified peopleTo WHOM does it happen?- Alumni & Students- Victims, traumatized people- People in search for enlightenment- People who want to improve themselves- Medical professionals, practitioners- Retired peopleTo WHOM does it not happen?- People not willing to learn- Close-minded people- People satisfied with their life (emotionally satisfied)- Old fashioned minded- People who don’t believe in it   38  
  39. 39.  - People who don’t know about itSENSORY TOURWhat does it look like from our perspective?- Relaxing- Beach- Mountain- Cloud- Air- Lake- Trees- NatureHow does it look like from the company’s perspective?- They provide information on hypnotherapy in a professional manner- Wooden room- MistHow does it sound?Participants’ perspective:- Water- Birds- Wind chimes- WindCompany’s perspective:- Money- Happy people talking in classHow does it smell like?- Jellybeans- Peppermint- Jasmine- Fresh breathe of air- Rain on a summer afternoon- Like the sea- Clean, fresh- Hospital- Antibacterial soapHow does it taste like?- Water- Water from Mountain River- Refreshing waterHow does it feel like?- Wet rock from the sea- Seaside sand (wet sand)   39  
  40. 40.  - Lotion (olive oil on your skin, body oil)- Floating on a cloudHow does it feel like (emotionally)?- Sleepy- Relaxed state of mind- Free, Freedom- Peace- Light- Aware- Senses were more heightened- Quiet- PeacefulTRANSFORM THE MISSION SOLUTIONS INTO PLATFORMPROPOSITION (S)“Freedom from your inner limitations”1. New Channel MixEndorser:- Brand Image- Sex appeal- Testimonial- Current patient, past patient, bloggers (social endorser)We will use endorsers in different fields: former students that are currentlypracticing, alumni that have discovered great growth thanks to theirhypnotherapy studies, doctors or psychologists that have used hypnotherapyas part of their practice.KEY CREATIVE CONCEPTNew creative concept ideas- Enables you to access your inner abilities- Heals and enables personal growth- Sets you free / releases from your limitations (inner & emotional limitations)- Release, Free your mind, Achievement- Acquire skills for personal use and to help others- Lion tamer   40  
  41. 41.  Emotional Benefit:Main benefits: Self Confidence, Achievement, Relief, Endurance, FreedomSelected benefit: Makes you a “sustainable human being” (you becomeconfident in yourself you know that you have the ability to endure anythingthat lives present you)Functional Benefit:Main benefits: Clears your mind, Control your mind, Heals your mindSelected benefit: Clears your mind because the process erases any pastexperience and perception that may be blocking your life or holding you backnot allowing you to be self aware of your inner capabilities.EMOTIONAL + FUNCTIONAL:HTI makes you a self-confident (endurable) person because it clearsyour mind from your perceptions.Call to action: Clear your mind/reset your mind.JOURNEY:A man was born from nature, provided with an inner wisdom to embark on ajourney of life.He starts feeding his mind with what he thinks are the journey’s own hazards;there are just too many things to worry about.He travels around to find answers. The further he goes, the heavier hisburden.But wherever he goes, he would always finds places, that ancient culturesknew about.Places where a cleansing vapour clear his mind, connecting him to an innerwisdom, showing him he can be set free from his own perceptions. That hehas the power to control his Journey. This vapor makes him confident that whatever happens he will be able tosucceed. HTI is the vapor that builds Sustainable Human Beings.ATHMOSPHERE:Nature elements, rain, jungle, forest, anything that remind us “the state ofpureness” of the human been symbolized by the state of pureness of theearth.SEGMENTATION:- Professionals (Medical practitioners, Therapists, Doctors etc.)- Personal growth (People seeking personal growth to improve their lives)- Alternative careers (People seeking for an alternative career or postretirement career in helping others)   41  
  42. 42.  NEO PLUS (as a career) – Is a series of courses designed for people whowant to get a NEO certification in their credentials and spread the NEO FORA HEALTHY MIND wellness campaign. It is applicable to already WellnessGurus (ex. Yoga, pilates, tae-bo gurus who want to add a healthy “mind” totheir teachings and be certified to teach: a. NEO PLUS b. NEO PERSONAL Includes courses with the following: ü Hypnosis for Therapeutic Transformation ü Clinical Hypnotherapy Course ü Advanced Analytical Hypnotherapy Course ü Upgrade Training CourseThis option will include a business franchising model if they want to practice intheir own countriesMarket Potential: Sample PotentialNEO PLUS UK US TotalYoga teachers 3,000 70,000 73,000NEO PRO (for medical use) – Is a series of courses designed for peoplewho want to ADD a NEO certification in their existing medical credentials andspread the NEO FOR A HEALTHY MIND AND BODY medical wellnesscampaign. It is an organic and natural medicine practice. It is applicable todoctors, surgeons, dentist, psychiatrists and psychologists. Includes courses with the following: ü Hypnosis for Therapeutic Transformation ü Advanced Analytical Hypnotherapy Course ü Medical Hypnotherapy Course ü Medical Hypnotherapy Course for Physicians ü Hypno surgery for surgeons and anaesthetistsMarket Potential: Sample PotentialNEO PRO UK US TotalDentist 19,000 247,767 266,767psychiatrists 3,000 41,000 44,000Surgeons 19,511 661,400 680,911Total 41,511 950,167 991,678NEO GROW (personal growth) – Is a series of courses designed for peoplewho want to purify, heal and change their lifestyle through having a healthierMIND. This course helps cure many psychological issues that stunt’s peoplegrowth (help to move on to a “better you”) examples: a. Weight Loss   42  
  43. 43.   b. Smoking Habits c. Drug Addiction d. Stress Related Diseases Includes courses with the following: ü Hypnosis for Therapeutic Transformation ü Clinical Hypnotherapy Course ü Advanced Analytical Hypnotherapy Course NEO GROW UK US TotalBroad Age 15-65 41,020,711 205,794,364 246,815,075MarketNiche People 29,190,000 138,641,000 167,831,000Market employedNiche Births a year 700,000 4,300,000 5,000,000MarketFranchising model for HTIStudy case: Patrick Holford and his Institute for Optimum Nutrition.Patrick Holford is a best-selling author, media commentator, businessmanand founder of the Institute for Optimum Nutrition (ION), which has trainedmost of the UKs "nutrition therapists".Holfords success is having presented nutritionism as a scientific discipline inthe media, and having forged links withh some British universities such asLuton and Teesside.According to its website, ION, is a "not-for-profit charity dedicated to thefurtherance of the principles of optimum nutrition and to advance theknowledge and practice of nutritional therapy as a treatment complementaryto traditional forms of medicine".The ION runs courses and workshops in nutrition. They also publish amagazine called "Optimum Nutrition" four times a year. The ION provides listsof "approved" nutritionists in the UK, although nutritionist is not a protectedtitle and therefore the Institute has considerable autonomy regarding who theychoose "to approve".The Institute for Optimum Nutritions official purposes are:- To advance education of the public and health professional in all mattersrelating to nutrition- To preserve and protect the health of the general public by giving advice,assistance and were necessary treatment through nutrition and nutritionaltherapy   43  

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