Reaching the target clients of Future Leaders Breakfast®
Main contact
Project scope
Categories
Branding & style guides Customer segmentation Digital marketing Marketing strategySkills
strategic marketing marketing contingency planning consulting digital marketing social media selling techniques leadership new product developmentFuture Leaders Breakfast® is a brand for Astrid Davies Consulting Ltd, a leadership consultancy.
Future Leaders Breakfast (known as FLB®) is a networking product. It is for people new to leadership in companies & professional firms. The unique selling point for FLBs is that they combine networking, breakfast & a light-hearted but useful talk on a different leadership topic each month.
At present, FLBs are an in-person product. Pre-COVID, these were very popular. Since Covid, it is hard to attract people back. It is particularly hard to reach young people in these businesses. This age group is 21-25 years.
PROJECT GOAL
We want to find out how to reach ambitious graduate trainees & other young people becoming leaders in their companies. Specifically, we want to find out:
- how the current messaging plays with this age group?
- what needs to change to engage this age group better?
- what would be recommended as the digital marketing strategy for the FLB brand, to engage this age group.
Required outputs:
- An analysis of our current social media presence and wider marketing approach for FLB
- An identification of potential improvements which could be implemented fast (based on evidence)
- Recommendations on how the FLB brand can improve the effectiveness and impact of its marketing presence, specifically to engage with its target age group.
UPDATE FEB23: It is possible that FLBs, if they do not attract sufficient in-person takeup, may transfer to becoming an "evergreen" (ie rolling recruitment) online course, possibly with ILM accreditation. A handbook may be created alongside.
This update is provided to ensure that the team is aware that strategic marketing suggestions will need to be applicable to publicise events and/or online product.
This is what is actually happening in the company in terms of product development and contingency planning. If this poses a huge headache because of breadth, please focus on in-person events, but pls let me know.
- Online meeting, client and student project group, 1 x week 60 mins over Teams or Zoom
- In-person attendance to explain FLBs - seminar, Q&A or another format tbc
- In-person "mock" FLB specifically for students, to see the format, benefits and to experience what we are seeking to sell to the specific 21-25 years age group
- Provided the outputs are met (ie that a report on findings is shared with client, to include recommendations) a LinkedIn recommendation for students involved.
- Potential exists for short-term contract to implement changes recommended in the report. This is NOT definite but depends on the project, ADCL's ongoing evolution as a consultancy, and market conditions.
About the company
ADCL is a B2B and B2C microbusiness offering leadership consultancy (leadership development and team coaching, focusing on emerging leaders and then Board level senior leaders or "C-Suite"). One sole director, with 30 years of leadership experience but no real talent for selling those skills. ADCL is an ethical practice. This means that we will not work with armaments, tobacco manufacturers or mining concerns. We will only work with fossil fuel companies in support of their transition to renewables. This forms part of the ethical framework within which all ADCL services are offered.
Main contact