persona I use for my own business development and sales.

1. Persona: ICON
Wants to Expand
Influence and Leadership

2. Persona Archetype: ICON
• Inspires people to live a
better life through improved
health and personal growth.
• Acts as a role model for
leading a more satisfying life.
• Serves those looking for
health, guidance, positive life
changes, or relief from
suffering.

3. • Business owner serving a specific community.
• Independent, visionary, and excited to be in business.
• Leans towards do-it-yourself over letting others do it
for them.
• Has the ability to delegate process steps to others
while being involved in defining the outcome.
• Is charismatic and well-liked in the community for the
most part.
• Work may require specific education and some sort of
licensure.
• Has been established in their field for 3-5 years.
• Able to invest a minimum of $1000 per month in a
marketing plan and its implementation.
Overview
Archetype: ICON

4. • Yoga teacher of teachers with a following
• Personal Trainer
• Lifestyle / Business Coach
• Physical therapist
• Spa owner
• Doctor in private practice
• Civic Leader
• Community Leader
• Alternative medicine clinic owner
• Psychotherapist
Possible
Professions
Archetype: ICON

5. Support the growth of network,
sales, and career advancement
by refining and promoting
brand identity to the
appropriate markets through
the appropriate channels.
My Key
Function
Archetype: ICON

6. 4
3
2
1 Long-Term Goals
Marketing Needs
Marketing Solutions
Success Indicators
ICON In-Depth Needs

7. 1
ICON Long-Term Goals
• To keep growing financially
• To be recognized as a thought leader in their
field
• To be recognized as a lifestyle guide in their
community

8. 2
ICON Marketing Needs
• Keeping to a consistent marketing plan with
measureable goals
• Maintaining consistent visual identity on
marketing platforms: from social media
imagery to website: needs cohesive,
consistent look

9. 2
ICON Marketing Needs
• Effective blog copy leading to better SEO
• Building and maintaining quality
relationships with their customers
• Identifying their target markets

10. 3
ICON Marketing Solutions
• Regular workflow structure in place supported
by regular consulting and check-ins
• Development of visual identity
• Development of a brand guide to keep
communications consistent

11. 3
ICON Marketing Solutions
• Development of branded digital and print
marketing collateral
• Improved content for SEO
• Regular blog schedule kept
• Guidelines for social media posts
• Cross-platform content strategy

12. 4
ICON Success Indicators
• Sales Increases
• Increases in New Customers
• Increases in Reactivated Customers
• Website Visit Increases
• Social Media Engagement Increases

13. Consistent
Growth of Loyal
Audience
Long-Term Value to ICON
The appropriate outreach strategy, based on a firm
brand foundation built on market research, is the
most direct path to growing an audience and a
following.

14. Real World Client Success
Dr. Goldi Jacques-Maynes, DC
Owner, Golden Chiropractic

15.
“I was ready for a new brand when I
decided to move my office and
expand my practice. Dawn consulted
with me every step of the way, and
now the Golden Chiropractic brand is
tight, focused, and bringing in more
patients than ever before.”
~Dr. Goldi Jacques-Maynes

16. Client: Dr. Goldi
• Inspires people to live a
better life through lifestyle
changes and self-care.
• Acts as a role model for
leading a less stressful, more
active and balanced life.
• Serves athletes, families, and
those seeking non-
pharmaceutical solutions to
pain management.

17. • Brand Development
• Manage Visual Identity
• Manage Brand Voice
• Develop Marketing Strategy
• Hire and Manage Outside
Vendors
Overview of
Services
Golden
Chiropractic

18. Sales Increases
Quarter 1, 2016
• 29 new customers monthly on average
• 12 returning customers monthly on average
• 28% monthly average increase in referrals
Success
Indicators
Golden
Chiropractic

19. Website Visit Increases
Quarter 1, 2016
• 56% monthly average increase in blog visits
• 28% monthly average increase in content-
driven website visits
• 10% monthly average increase in website visits
overall
Success
Indicators
Golden
Chiropractic

20. Social Engagement Increases
Quarter 1, 2016
• 32% monthly average increase in Referrals to
Website
• 12% monthly average increase in Average Daily
Reach
• 41% monthly average increase in Likes
• 29% monthly average increase in Comments
• 34% monthly average increase in Shares
Success
Indicators
Golden
Chiropractic

21. 4
3
2
1 The Brand & Industry
Marketing Solutions
Plan Implementation & Process
Results
The Golden Chiropractic Story

22. 1
Desired Positioning:
Golden Chiropractic is YOUR Health Clinic
• Dr. Goldi wanted to work with families, children, and athletes
• Dr. Goldi wanted people to know she has a background in
molecular biology
• Dr. Goldi’s goal is to be a lifestyle influencer
• Dr. Goldi wanted to focus on attracting patients who believed
in her philosophy and would spread the word

23. 1
Desired Positioning:
Golden Chiropractic: Not New Age Woo Woo Science
• Dr. Goldi wanted to focus on differentiating based on being
practical and patient-centered
• Dr. Goldi wants to succeed by changing behaviors to change
lives
• Intelligent, educated, comfortably affluent target markets
desired

24. 2
Marketing Solutions
• Rebrand
• Announce brand and location changes
• Develop new brand collateral
• Develop outreach plan
• Quarterly check-ins to assess strategies and identify new
markets

25. The Rebrand
StaffInterviews
Patient base
What’s working
What isn’t
TargetMarketIdentification
Patient base
Who you want to attract
Who is currently coming in
repeatedly
CoreValues
Personality
Voice
Messaging
VisualIdentityDevelopment
Logo
Fonts
Brand Colors
Imagery Guidelines
Collateral
Development
Copy
Graphics
Templates

26. PLAN
PUBLISH
MESSAGE DEVELOPMENT
CONTENT HIERARCHY
PRODUCT
PERSONA
RHETORICAL DEVICE
VALUE
EVIDENCE
COMPANY
PRODUCT
Unique Value
Proposition
Reciprocity
Social Proof
Commitment
Liking
Authority
Scarcity
UnityMatch Rhetoric
to Persona
Offer as Solution
What it is
How it works
Data
Testimonial
Who we are
We’re a good fit

27. The Announcement
DirectMail
toAll
Contacts
AddAll
Contactsto
EmailList
CreateNew
Branded
Email
Template
Schedule
Press
Release

28. Outreach Plan
EVENT
EMAIL
APPT
REFERRAL
REACTIVATION
SOCIAL
MEDIA

29. Quarterly Check-Ins
Q 3 Recommendations
Begin:
• Promoting upcoming events through content:
• Second Harvest Food Bank
• RockTape
• Foam Rolling
• Athletic events involving GC to promote athletic wear line
• Developing content for the newly identified market of older,
active retired adults

30. 3
Implementation & Process
Understanding the Target Market
• I was an active athlete used to pain and injury, and that is one of
her key markets
• There was an abundance of reviews on Yelp and Facebook.
Patients were explicitly stating what they loved about Dr. Goldi
and her practice
• I also had an assessment and treatment with Dr. Goldi in order to
understand her methodology

31. 3Implementation & Process
E- Newsletter
• Targeted
• Personalized
• On-Brand
Targeted Events
• Go to the
Target Market
• Co-Promotion
Social Media
• Blog
• Events
• Patient Success
• Philosophy
• Co-Promotion
Local SEO
• Local Places
Mentioned
• Targeted
Content
• Address
Present on
All Search
Engines
Blog
• Events
• Patient Success
• Philosophy
• Co-Promotion
All Interactions Tracked with ThriveHive and Managed in TH’s CRM

32. 4
Dr. Goldi is ECSTATIC!
“You might be pleased to know that my I pretty much
reached my 2015 year-end visit and new patient
numbers by Sept 1st 2016. Woo hoo!
That's significant growth.
Thanks for keeping me on-track.” ~ Dr. Goldi

33. We’re getting people to come back and
spend money again with us.

34. Quarter 2, 2016
Number of Reactivated Patients
10
15
13
0
2
4
6
8
10
12
14
16
April
May
June

35. We’re seeing about one new patient a
day.

36. Quarter 2, 2016
Number of Referred Patients
26
32
30
0
5
10
15
20
25
30
35
April
May
June

37. We’ve got our presence and reach in
multiple places.

38. Quarter 2, 2016
Referral Sources
0
2
4
6
8
10
12
April
May
June

39. We know when to pay for more reach.

40. Quarter 2, 2016
Facebook Top 5 Posts:
Message, Paid or Organic
Post Message Type
Lifetime Post Total
Reach
Lifetime Engaged
Users
Lifetime Post Paid
Reach
Stress Reduction Photo 5256 286 3907
Text Neck Photo 1129 21 1021
21 Day Detox Link 837 64 0
Announcing
Acupuncture Staff
Link 762 42 0
Get Motivated, Even
When You Don't Feel
Like It
SharedVideo 543 31 0

41. Our network likes to visit our website
from our emails and our social media
posts.

42. Quarter 2, 2016
Inbound Marketing Website Referrals
0
5
10
15
20
25
30
35
40
1st
June
Newsle:er
1st
May
Newle:er
2nd
June
Newsle:er
2nd
May
Newsle:er
April
2
Newsle:er
Happy
Birthday
Email
MAY
Health
Expo
Email
Social
Media
Tracking
Welcome
Email

43. We’re keeping track of what they love
to read about us.

44. Quarter 2, 2016
Top 5 Blog Posts by Visit
0
10
20
30
40
50
60
Ma:ress
Blog
Series
Detox
Belly
BreaKng
Acupunturists
AddiKons
Team
Store

45. 4
3
2
1 Brand Development
Brand Management
Marketing Strategy
Community Management
Services In-Depth

46. 1
Brand Development
• Manage logo design
• Manage development of primary brand colors
• Develop secondary brand colors
• Design custom graphics for print collateral
• Develop brand personality
• Develop brand voice
• Develop image guidelines

47. 2
Brand Management
• Develop social media content
• Develop print collateral
o Banners
o Rackcards
o Coupons
o Occasion cards
o Business cards
o Stickers
• Acquire stock images
• Customize company images
• Develop custom brand memes
• Design master slide deck
• Edit photos
• Develop blog topics
• Edit blogs for brand voice
• Edit blogs for SEO
• Develop web content
• Develop newsletter content
• Write press releases
• Design brand memes
• Edit presentations for content
and voice
• Write and edit direct mail
• Write job descriptions

48. 3
Marketing Strategy
• Develop CTAs
• Develop workflows for sales funnel
• Consult on marketing platform selection
• Consult on criteria for CRM selection
• Develop strategy for use of autoresponder and lead forms
• Oversee and develop specific voice and specific appeals for
specific audiences
• Develop slide decks and presentations content

49. 4
Community Management
• Manage web content quality and placement
• Manage tech support
• Manage print vendors
• Manage employee marketing workflows
• Manage communications with lateral partners

50. Consistent
Growth of Loyal
Audience & Loyal
Patient Base
Long-Term Value to Golden Chiropractic
• Developing a strong and trusted reputation in her
immediate community.
• Attracting and keeping her target customer base.
• Growing her income while reaching more people.

51. About Me & What I Can Do:

52. Work Behind the Scenes
I Have a Crucial Local Network:
• Broadcast Advertisers
• Digital Advertisers
• Graphic Designers
• Copywriters
• Social Media Strategists
• Crowdfunding Specialists
Virtual Marketing Officer
I have great working
relationships with all
marketing service providers
and hire the best labor for
your project’s budget.

53. Increase Network and Funding
Nonprofit fundraising campaign
management for Firelight
Foundation:
• Increased the number of
grassroots donors by over 350%
in one year
• Raised individual donations by a
whopping 75% between year-
end campaigns
“Dawn'stalentatFirelight
Foundationwastolocate,
create,anddelivertheright
contenttoencourage
donations.
Dawnisgreatatbringing
peopletogether,hasastrong
workethic,andisapersuasive
communicator.”
~JoopRubens,Senior
DirectorofDevelopment

54. Grow Awareness & Engagement
The numbers keep getting bigger:
• For Golden Chiropractic:
• 28% increase in monthly
referrals
• 56% growth in blog traffic
• For Hat Ranch Winery:
• 60% surge in content sharing
• 55% improvement in overall
engagement
“Youmightbepleasedtoknow
thatmyIprettymuch
reachedmy2015year-end
visitandnewpatientnumbers
bySept1st2016.Woohoo!
That'ssignificantgrowth.
Thanksforkeepingme
on-track.”
~Dr.GoldiJacques-Maynes

55. I Can Do It and Hire for It
• Custom Database Development
• Fundraising Event Management
• Email Marketing
• Graphic Design
• Copywriting
• Branding
• Prospect Research
• Persona Development
• Market Research
• Digital Campaign Design &
Implementation
Acquaintance with all
things marketing makes
the perfect campaign
manager.

56. People Say:
I Make It Easy to Produce Quality
Content

57. Dawnissuperbwhenitcomestomarketingand
branding.Shehasaknackforvisualizingthebigpicture
andensuringallthepieceslineuptomakethings
happen.
Sheprovidescleardirections,hasexcellent
communicationskillsand(bestofall)isatruepleasure
toworkwith.
Highlyrecommended!
~RyanDouglas,PotentWriting

58. People Say:
I Make It Easy to Line Up the
Right Details

59. DawnWeathersbeehasanamazingtalentforworkingwithboth
smallandlargecompaniestohelpdevelopacohesivebrandingand
marketingguide.
Sheworkedwithmetogetalloftheimportantdetailsofour
companyandproductsaswellaslearningwhoourcustomersare.
Fromthisshewasabletocreateabrandingguidethatwassecond
tonone.Anycompanywe'veworkedwithsincehasbeenhugely
impressedwiththeguideandhowmuchittellsthemaboutFlying
EyesOpticsanditsbrand,styleandidealcustomers.
~DeanSiracusa,SummerHawkOptics

60. People Say:
Their Brand and Their Success are
Important to Me

61. Weneededavisualidentityforaneco-friendlylipbalmthat
workedwithourbiodegradablepackaging.
WechoseDawntohelpdevelopthelabellookandmessaging
wewantedforourbrandbecausesheunderstoodour
companymissionandthemarketweweretryingtoreach
rightaway.
Dawnisalsoveryeasytoworkwith,enjoysseeingherclients
succeed,andaddsvaluetoanythingsheisinvolvedwith.
~BrianPeterson,EastsideIndustries

62. People Say:
I Understand Their Target Markets

63. IreachedouttoDawnforhelpdevelopingsocialmedia
contentformyKickstartercampaign.
Dawnhelpedmyfashionlabeldeterminecontentthat
wasofvaluetoourcustomersandinturndrive
engagementandeventuallysales.
OurKickstaterwasasuccess,andmynewlinewas
manufacturedasaresult.
~DianaMitchell,FashionDesigner

64. People Say:
I’m a Team Player

65. Dawn'senthusiasmandpassiontohelpothersallowshertoexcelat
anyjobsheundertakes.
Whileworkingwithherwithonvarioussmallandafewlarger
projects,Ialwaysknewshewoulddothejobwell,ontime,and
collaboratively.
WorkingwiththeDirectorofDevelopment,shewasabletotake
Firelight'sfundraisingandoutreacheffortstoalevelIhadnever
seenbeforeinmyfouryearsofworkthere.
WorkingwithDawnwasatreat!
~ScottPietka,CustomerSuccessManager

66. Thanks for Considering Me!