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Aspire360 Marketing Guidance Package

You are building an amazing product with high value to the right customers. 

 

Like a high performance missile, you want your messages to deploy quickly and hit their targets accurately. 

 

The right guidance system can give you the roadmap and real-time directional guidance you need to be sure your messages hit their targets every time.

Amardeep Kahlon

Amardeep Kahlon will act as your fractional CMO for a 1-year period to bring your bold vision to life and execute on real growth for your business.  Amardeep was recognized for his 20+ years of leadership in global branding and growth by PR Week in 2019, being named the 7th top health influencer.  With experience managing P&L for iconic brands in Asia, Europe, and North America, Amardeep has led marketing teams of 2 to over 100 people over 20 years and has delivered $1+ billion in incremental revenue.  His bold visions have created multiple award-winning campaigns that helped drive transformation in digital marketing and eCommerce.  He will share some of his secrets to translating customer insights into breakthrough products, experiences, and marketing activations.

 

During the year, Amardeep will embed himself into your executive team, meeting with you weekly to help guide you and provide key insights, direction and feedback along the way. 

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INITIAL ASSESSMENTS

1.

UNDERSTANDING

YOUR CUSTOMER

  1. PM Fit Assessment : Self-reported

  2. 180Engage : Primary market research

2.

UNDERSTANDING YOUR

VALUE PROPOSITION

  1. PM Fit Assessment : Self-reported

  2. 180Engage : Primary market research

3.

PURPOSE

ASSESSMENT

  1. Be Purposeful (new A360 program)

  2. What is your purpose?

  3. Why?

  4. How well do you understand it?

  5. How clearly can you articulate it?

  6. How much time have you spent thinking about it?

  7. How committed are you to your purpose?

  8. What could change it?

  9. 180Engage : What does the market see as your purpose?

4.

ALIGNMENT

  1. Do you help your clients with their biggest issue?

  2. How do you serve your clients?

  3. How do they want to be served?

All assessments will be completed with an “Aspire360 Market Guidance Report” outlining key findings and including all detail and data for future review.  Data is kept private to users and their personal cohorts and coaches unless otherwise agreed in writing.

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MARKETING FOUNDATION DEVELOPMENT

Purpose optimization for self

Target persona development

Define brand fundamentals

5-Year Strategic Planning

Optimize Marketing Strategy and Plans

Develop a Business Growth Map

Prioritization

1.

PURPOSE OPTIMIZATION WITH SELF AND TEAM

A ½ day facilitated video work session with up to 4 team members:

  1. Craft a clear purpose articulation

  2. Clear purpose articulation for individual team members including creation of a ‘purpose ladder’ between individuals on the team and the business.

  3. Post-meeting report, reading list, interviews

  4. 1-hour session with leadership to discuss outputs.

  5. Multiple follow-up sessions to ensure clarity and iterate

  6. Deliverables: Clear purpose and purpose ladder for team

2.

TARGET PERSONA DEVELOPMENT

  1. Working session to review current Persona strategy developed by team & go deeper to develop persona maps (90 minute session)

  2. Templates and guidance on complete analysis of your personas

  3. Build an empathy map on a top priority persona with team (90 minute session)

  4. Deliverables: Refined and prioritized target personas, empathy map

3.

DEFINE BRAND FUNDEMENTALS

  1. Comprehensive review of all brand fundamentals

  2. Review Unique Selling Proposition

  3. Capture the current key brand elements

  4. Create brand development guidelines

  5. Define Brand Foundation

  6. Deliverables: Aligned Brand Foundation and USP with guidelines for the future

4.

5-YEAR STRATEGIC PLANNING INCLUDING:

  1. Identify foundational elements & aspirational elements

  2. Articulate your BHAG

  3. Understand how to align activity with your purpose and goals

  4. Strategic Brand Development roadmap to guide future offerings.

5.

OPTIMIZE MARKETING STRATEGY AND PLANS

  1. Review current marketing strategy and plans w/team

  2. Refine plans to iteratively improve efficiency and effectiveness

  3. Build a consumer/customer experience journey framework

  4. Define HVA’s (High-Value Actions) with associated KPI’s

  5. Complete a full review of digital marketing plans, including SEO audit

  6. Identify agile digital experiments to increase conversion

  7. Deliverables: Optimized 1 year marketing plans, fully aligned with business priorities with the identification of key levers to drive demand.

6.

DEVELOP A BUSINESS GROWTH MAP

  1. Complete a segmentation and source of growth (SOG) analysis

  2. Customer Lifetime Value and Customer Basis of Corporate Value analysis 

  3. Growth map

  4. Output:

    1. Sources Of Growth map

    2. CLV analysis

    3. CBCV

7.

PRIORITIZATION

  1. Complete full prioritization of future marketing and business efforts using portfolio prioritization mapping.

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At the end of a year, you will have a refined brand, complete suite of marketing materials, active go-to-market campaigns in place with measures of potential market segments and a prioritized roadmap of next steps to guide you to the growth you seek going forward.

with Aspire360’s Market Guidance

©2019 by Aspire360

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