CASE STUDY:
The Contract Doctor
Fractional CMO 2021
The Challenge
The Approach
The Solution
The Results
Paul Gardner, also affectionately known as The Contract Doctor, wrote his first book and he needed assistance with launching his book. At the same time, he had a new course that he wanted to create and launch. He needed a fractional CMO to lead the project with strategy and give direction to his team.
Paul hired me specifically for marketing direction and strategy concerning his book launch and course launch. It was my goal to see both the book and course launched successfully and meet his set goal.
Upon first meeting with Paul and his team I immediately recognized that there was some brand clarity needed. I host strategy sessions to determine his target audience and clear messaging that would attract his ideal client. I assessed his website, social media and email list to get an idea of his audience size and how many sales we could project. Next I put together a comprehensive strategy that included content marketing to attract more of his ideal client, updated messaging to establish him as an authority, new website and book landing page. Lastly we created his course from scratch and used a webinar to launch it.
New website- With the new brand direction we established, Paul needed a new website. First, I booked him a photoshoot with my photographer to uplevel his brand images. Next, we wrote copy that was in alignment with the new brand messaging that we created. Lastly we designed a new website that featured his expertise, book and courses in a clear concise manner. Paul immediately got compliments on his new website and found it was easier for people to navigate and find what they needed.
Course creation - When we started Paul had the idea and outline for his course. Together we firmed up the content outline. I oversaw production of the course filming days. I recommended and setup the platform where his course would be hosted. My team and I took the videos and other material and built the course on the selected platform. Lastly, we designed a webinar to launch the course. I assisted with the webinar name, content flow and pitch.
Book launch- The last piece of the project was the launch of Paul’s book. My team and I built a landing page for book sales. I also designed a social media campaign to introduce the book to his audience. Paul was able to see his investment into the book publishing recouped. He hosted a successful digital and in person book launch.