Life Work Strategies aims to help students achieve academic success from grades 8 through college with a proprietary coaching model. Its doctors are trained in the latest research and development. The ideal customers are students, parents, guidance counselors, and community organizations. The organization wants to create awareness of its program in Bergen County, build its doctors as experts, secure classes of 8-10 students each, and partner with colleges. The top priorities to achieve these goals are to arrange meetings with guidance counselors and college deans, hold open houses, and secure media coverage about the new program. Face-to-face meetings, mail, drop-offs, and open houses will contribute to revenue.

1. Life Work Strategies—Academic Success Program 2009
Marketing Theme: “Are You Ready?”
Category Strategy
My reason for existence: To help students achieve academic success from grades 8-12th grade
and beyond; help graduating seniors from HS make the transition into
College
What sets my business apart from the rest: 1. Proprietary coaching model that promotes behavioral
change
2. Doctor team philosophy approach with clients
3. Doctors trained on the most recent research and
development in the field
My ideal customer is: 1. Students
2. Parents
3. Guidance Counselors
4. Community organizations (Churches, Associations, etc.)
What’s most important to my ideal customer
when they are buying what I’m selling:
1. Students: Want to see results
2. Parents: How can this benefit their child? WIIFM
3. Colleges/Universities: Partner to help students make the
transition from HS to college; lowering the drop out rate
4. Community: Success rates of their students within their
community
What I want to accomplish this year:  Create awareness in Bergen County about Life Work
Strategies organization
 Create and build doctors speaking platform as experts on
subject matter
 Secure at least five classes—with 8-10 participants each
 Offer 3 free workshops for guidance counselors and parents
 Partner with colleges and universities to begin
recommending program to students to help supplement their
current on campus program
 Attend community/school/university events to promote
service (5-6)
 Improve website design for SEO and SEM; increase visibility
of the Academic Success Program
 Secure media coverage of doctors and program
The top 5 things that are going to get me
there:
1. Arrange meeting with HS guidance counselors in Bergen
County
2. Arrange meetings with Deans in Colleges and Universities in
Bergen, Essex, Hudson and Passaic county
3. Hold open house and invite community to workshops (Bergen
County only)
4. Send letters from Life Work Strategies counselors to their
alma maters announcing this program
5. Secure media in print, radio and TV about new program
being offered at Life Work Strategies
How much will each program contribute to
my revenue/profitability:
1. Face-to-face meetings – 30%
2. Mail – 30%
3. Drop offs – 25%
4. Open House – 15%
What will trigger my ideal customer to think
of me:
 Parents: upon HS graduation, parents will need to seek help
to transition their students from HS to college; looking to help
improve their child time management and study skills while
dealing with the pressures of being a teenager
 Colleges/Universities: ways to help their students remain

2. Life Work Strategies—Academic Success Program 2009
engaged their first year in college; decrease drop out rate
of incoming freshman students
Programs I am running to reach my goal 1. Email guidance counselors of Private HS (BC only)—follow
up with phone call to arrange a face-to-face meeting
2. Email guidance counselors of Public HS (BC only)—follow up
with phone call to arrange a face-to-face meeting
3. Email blast to guidance counselors (BC only)
4. Phone calls to Colleges & Universities to arrange face-to-
face meeting
5. Direct mail to parents/educators in Bergen, Passaic, Hudson
and Essex Counties
6. Press release out to local media to announce program
How much money will I need to get it done? 1. Cost of mailing list for postcard/BRC
2. Cost of printing and design of postcard/BRC
3. Cost of email addresses for guidance counselors
4. Cost of design and email campaign to guidance counselors
5. Improve website to reflect SEO, SEM and visibility of
program
6. Advertising in local colleges and universities student
newspapers
7. Advertising in HS student newspapers