VIRTUAL

BUSINESS
R E T R E AT
TH E PR OLIF IC
+ P R OF ITAB LE
CR E ATIVE: ART + O P S

Copyright © 2020 Danielle LaPorte, Inc. Please share photos and insights on social—it helps spread wisdom and it
#234 - 2055 Commercial Drive, Vancouver BC V5N 0C7 Canada helps us grow as a company. And/but… forwarding content and passwords
to other people may have some lite karmic implications.
All rights reserved.

And, you know this, but none of this content or referrals guarantees specific
results, nor are they intended as financial advice.
C A M PA I G N S T R AT E G Y:
Name of campaign/offering

I M P O R TA N T L I N K S I M P O R TA N T D AT E S

Asana Project Pre-launch campaign begins

Editorial + Content Calendar Launch date

Copy Doc Cart open

Cart close
Google Folder
Other campaign launches
Asset Doc
Cutoffs
Graphic Board
Team vacation
Dropbox Folder

Audio Production
Campaign URL:

TA B L E O F C O N T E N T S
1. About the Product

2. Reporting

3. Product Lifecycle

4. Creative: Design + Copy

5. Operations + Finance

6. Community + Support

7. Editorial + Content Calendar

8. Creative Capture

C A M PA I G N S T R AT E G Y T E M P L AT E
ABOUT THE PRODUCT
Product at a Glance

Main Product Name

Main Product/Collection Tagline

Overview

Purpose

Benefits
End result: How does this make someone’s life better (amplify joy or lessen suffering)?

Features
How do you use this product? E.g. What are the product specs? How is your product delivered? Etc.

Product Details

1 C A M PA I G N S T R AT E G Y T E M P L AT E
REPORTING
Objectives + Goals
How will we know our campaign was a success?
What are the quantitative + qualitative markers of success?
Purchases, list growth, opt-ins, downloads, etc.

2 C A M PA I G N S T R AT E G Y T E M P L AT E
PRODUCT LIFECYCLE
The lifespan of your product, from before it’s created to where it will go in the future.

Launch Date:

Debrief Due:

Past
If there is a past version of this product that we can update?
Are there any past campaign strategies that can be used for this project?
Is there any content/blog copy that can be repurposed for this campaign?

Present
How can this campaign link back to other products/offerings?
Is this a cyclical or evergreen product?
What are some places we anticipate being able to promote through other campaigns and products/offerings
(blog posts, products, site links)?

Future
Can this campaign be revived as a special product for a holiday?
Are there any updates that need to be made throughout the year to keep it relevant?

3 C A M PA I G N S T R AT E G Y T E M P L AT E
C R E AT I V E : D E S I G N + C O P Y
The look + feel of your product and marketing campaign

Design + Graphics
Visual style direction + initial sketches from Danielle

What is the colour palette?

What kind of imagery/ photographs will be used?

Vibe + Voice
Tone direction + inspiration for copywriters

Initial Product Description

Taglines

Campaign hashtags

4 C A M PA I G N S T R AT E G Y T E M P L AT E
O P E R AT I O N S + F I N A N C E

Delivery + Tech Requirements

How best to deliver the product to customers?
User experience notes + questions.
What tech set-up is required? (Software, workflows, autoresponders.)

Finance
What is the cost to produce this product? (COGS, expenses, etc.)
How much will you retail this product for?
Making pricing accessible?
Are we including friend pricing/offering?

5 C A M PA I G N S T R AT E G Y T E M P L AT E
COMMUNITY + SUPPORT
How can this product support your VIPs, your community, Mother Earth?
How can your VIPs, your community support this product?

Facilitators
How will the product support/work with Facilitators?
Can we have Facilitators get an early version of the product?

Community
Do we have testimonials anywhere for this product already?
Can we leverage the community to help us promote/share this campaign?

Affiliates
Will this product offering be available to our affiliates?

Philanthropy
What is the philanthropic element?
How are we giving this away? Donating a cut to charity?

Eco
How can we make this as eco-friendly as possible?

6 C A M PA I G N S T R AT E G Y T E M P L AT E
EDITORIAL AND CONTENT CALENDAR
Plan the marketing campaign: emails, social posts, texts, live events, etc.

Important Dates Quickview

E.g. Cart open + close, holidays, live events, etc.

Email Schedule Overview

How many emails do you want to send, content ideas, etc.

Social Content
How many posts do you want to publish, on what platform, content ideas, etc.

Assets Needed
What graphics do you need for emails, socials, sales pages, etc.

7 C A M PA I G N S T R AT E G Y T E M P L AT E
CONTENT CALENDAR

MONTH CONTENT INTENTION

Email:
Social:
M O N D AY 1 Text:
Facebook/IG Live:
IGTV:

Email:
Social:
T U E S D AY 2 Text:
Facebook/IG Live:
IGTV:

Email:
Social:
W E D N E S D AY 3 Text:
Facebook/IG Live:
IGTV:

Email:
Social:
T H U R S D AY 4 Text:
Facebook/IG Live:
IGTV:

Email:
Social:
F R I D AY 5
Text:
Facebook/IG Live:
IGTV:

8 C A M PA I G N S T R AT E G Y T E M P L AT E
C R E AT I V E C A P T U R E
A place to capture initial creative ideas for the marketing strategy

9 C A M PA I G N S T R AT E G Y T E M P L AT E
BUSINESS RESOURCES
PEOPLE, TOOLS, SERVICES,
AND SOFTWARE WE LOVE.
PODCAST
Adobe Audition
For audio editing. Like all Adobe products, this has
a monthly subscription fee. For anyone in need of
free software, Audacity is open-source and comes
highly recommended (though the learning curve is
a bit steep).
Kelly Whinnem
She makes podcast magic.
Libsyn
This is where we host the With Love, Danielle and
LIGHT WORK podcasts, and how we submit them
to all the destinations (Apple Podcasts, Spotify,
etc). Libsyn charges based on storage space, so
more prolific podcasters will need a larger plan.
They also have great statistics on listeners &
activity across platforms.
O P E R AT I O N S
Asana
This project management app keeps us organized
and on schedule. We task out all the moving parts
of our creative output in this app—inception,
strategy, copy, design, marketing, important
meetings, etc.
Bronto
Our CRM of choice. Flexible-yet-powerful software
that helps you grow revenue, save time, and
optimize marketing resources.
10
Mike Russell
For tips on audio editing, he has excellent step-by-
step videos to help you learn how to get the most
out of your hardware AND software for a great
sounding podcast.
Wavve
This app made it super-easy to make video
graphics for our podcast. Just upload an audio
clip and a gorgeous photo, and Wavve will overlay
soundwave graphics and captions.
Voice Record Pro
A speech-to-text app. I record my podcasts on my
phone with this app and a Shure microphone ».
Cloud App or Loom
Screen recording software for making tutorial
videos, or delivering visual ideas/feedback to a
team member.
Google Docs
Where everything “copy” and “strategy” lives.
We’re highly collaborative, so being able to
simultaneously edit the same doc is key.
BUSINESS RESOURCES
Hubdoc
A cloud service for our finance department—great
for security on a virtual team.
Kajabi
Heart Centered » lives here!
Refersion
We use this to manage our affiliate program.
Rev or Trint
Our fave transcription services.
Shopify
Our e-commerce engine.
Squarespace
We moved our website to Squarespace from
Wordpress to save on development costs. It’s SO
easy for us to upload content, make adjustments
on the fly. We still occasionally hire a developer for
the really fancy stuff.
GRAPHIC DESIGN/BRANDING
Adobe Creative Cloud
How we get our design on. Specifically we use...
• Illustrator + Photoshop: For creating graphics.
• InDesign: Laying out PDFs.
• After Effects: Video graphics + video editing.
Anastasia Chomlack Photography
She flies to you.
Canva
Our graphic designer sets up graphic templates
for social that any team member can use to create
simple social posts. We also use Canva to create
templates that our Desire Map Facilitators » can
personalize and use to promote their events.
11
Toggl
A few of our team members use Toggl to keep
track of how much time certain projects take.
It’s free!
Viber
We’re a virtual team, with people in multiple
countries and phone systems. Viber helps us
text/call/voicemail each other for free.
Zapier
When apps aren’t naturally integrating with each
other, our Ops team uses Zapier to connect them
and get them working together.
Zoom
For all our team meetings.
Dropbox
Where we store our design assets and graphics.
Pro tip: invest some energy in keeping it organized
from the get-go.
Invision
How we present and give feedback on visual
concepts and final designs.
Tezza
Edit photo and video on your phone. Easy!
Unsplash
Our go-to resource for royalty-free stock photos.
We use them to supplement our pro stuff.
BUSINESS RESOURCES
SOCIAL MEDIA
Caption Writer for Instagram Share Link Generator
Y’know how annoying it is to put line breaks A free tool for creating share links for
in your IG captions? This app makes it better. Facebook, Twitter, Pinterest, etc.

Click to Tweet Smart Hash

What we use to turn #truthbombs in our email/blog We can A/B-test our hashtags to see which
text into tweetables! ones have the most engagement. Amazing.

Creator Studio Zubtitle

How we schedule our Instagram Makes captioning our IGTV episodes a
and Facebook posts. breeze.

Repost
Makes it easy to regram and give proper
credit on Instagram.

12 BUSINESS RESOURCES
BUSINESS MANIFESTO
DANIELLE LAPORTE, INC.
REASON FOR BEING

We are a wisdom broadcaster. We support the Seekers by creating

multimedia tools for devotion and heart centered living.

The business is a vehicle to:

1) Serve the planet by offering up spiritual values.
2) Take care of each other… to nourish the Team.

MISSION
To shine love. To communicate heart centered values and practices to millions of
people. To help amplify joy, alleviate suffering, and inspire positive action on behalf of all
beings––humans, animals, and Mother Earth. To prosper in every possible way and share
generously.

OUR HEDGEHOG
We are most passionate about: heart centered living––supporting people to use
compassion, inclusiveness, love, joy, generosity to create personal, social, and
environmental change.

Our economic engine: multimedia tools for consciousness that deeply resonate
with women.

We can be the best in the world at: beautiful broadcasting (delivery + marketing) of online
consciousness content that supports our community.

VALUES + CORE DESIRED FEELINGS

1. DEVOTION: How is this raising consciousness?

2. CREATIVITY: How does this support content-making and sharing?

3. RESONANCE: How are we connecting with our community?

4. LOVING KINDNESS: What’s The Right Thing to do?

5. ABUNDANCE: How can we share these blessings?

13 BUSINESS MANIFESTO
DEVOTION
How is this raising consciousness?

We seek Truth and share what we find. We trust in our ability to help people wake up and
heal. We honour the sacred ancient and apply it to modernity.

CREATIVITY
How does this support content-making and sharing?

Creativity is Queen. First and foremost, all systems support the creation and
delivery of content. Editorial drives the execution of all activities. The philosophical
point––from a post, to a course, to a printed product—is expressed through design,
marketing, and commerce.

We protect our creative sovereignty. We choose. We prefer ownership and creative and
financial control. We believe in the healing power of beauty and that it’s a beacon for our
community.

RESONANCE
How are we connecting with our community?

We serve and work with kindred spirits—customers to collaborators. We feed the

people who come to us for soul food. We don’t push or manipulate to sell. We radiate
and invite. We inform and inspire. We follow enthusiasm, go where the love is. We nurture
relationships.

LOVING-KINDNESS
What’s The Right Thing to do?

We are loving and respectful––to ourselves, one another, the people we serve and
collaborate with. We support each other to generate our joy, our Core Desired Feelings.
We go out of our way for a laugh and to really listen. We’re low drama and forward-facing
(which helps us pivot back to service and Love when things get rough.)

Our loving-kindness extends to respecting Mother Earth. We choose resources and

methodologies that are gentle on the ecosystem.

14 BUSINESS MANIFESTO
ABUNDANCE
How can we share these blessings?

We believe in an abundant universe, endless goodness and prosperity. We believe in our

deep wells of personal and group strength. It’s our joy to be generous with our resources.

We honour the power of money to create ease, delight, and positive change. We choose
quality and avoid excessiveness. We share information and wisdom, publicly and privately.
We give a lot for free, happily. We share our platform to promote Real Deal content
creators and social good. We stand for the value and efficacy of what we produce. We
build smart philanthropy into all of our offerings. We nourish healthy lifestyles for our team.
We empower our community to be Givers.

OUR PURPOSE FOR MONEY

For each of us on the team to be well. Healthy lifestyles (great nutrition, mental +
spiritual support systems), time freedom, fun retreats/treats, quality things, supporting our
friends, families and communities.

Creative excellence. Make effectual things for our kindred spirits. Work with A+ people,
resources and materials.

To be a self-sustaining business. 5 to 6 months of ops/dev money in the bank.

Philanthropy. Fund world-healing causes related to women & girls and Mother Earth.

15 BUSINESS MANIFESTO
P R O D U C T + O F F E R I N G S C H E M AT I C
We keep a giant spreadsheet to track all of our products at a glance. Here’s a snapshot...

PRODUCT OFFERING INVENTORY ACTION

TYPE NAME OVERVIEW
How many do we
Our product type General notes Specific next step
(*= digital) have in stock?
buckets

*Sonic Collection: Deep

AUDIO Mix. Stay Open, Stay digital/unlimited
Brave

How will we collab with

VIDEO *Free + Clear digital/unlimited Commune for their
relaunch in the fall?

The Fire Starter

BOOK Sessions
539

EBOOK *The Desire Map ebook digital/unlimited

Met with videographer

*With Love, Danielle…
PODCAST and Friends
— to film interviews in HR: Need a researcher.
Vancouver.

Update sales page for June

PROGRAM *Heart Centered digital/unlimited
launch.

#Truthbomb Card Deck,

DECK Volume 1
88

OTHER INFO TO TRACK

COGS Shop upsell

Cost of Goods Sold = how much does each A deeper/more valuable product that our
item cost to produce? customer would love.

COGS Inventory Value Shop cross-sell

Our COGS x our inventory on hand. A companion product our customer would love.

MSRP Free gift

Our retail price. A free gift with purchase (not applicable for all
products).
Sales projections
How much we expect to sell (in $).

16 P R O D U C T S C H E M AT I C T E M P L AT E
M O N T H LY S TAT S R E C A P
Each month we review the previous month’s analytics. We take what we’ve learned, and evaluate our next
steps + desired actionables to drive results, and ensure we’re aligned with our vision.

FINANCES SOCIALS
Compare to previous months/years • Top 3 Instagram posts
• Be Well Number
› Likes
• Annual
› Impressions
• Monthly
› Reach
• % earned
› Website Clicks
• Gross Profit
› Comments
• Basket size
› Shares
• Conversion Rate
› Saves
• Burn rate
• Top Facebook Post:
› Reach
› Engagements
SALES › Comments
Compare to previous months/years
› Shares
• Direct sales
› Total Page Likes/followers
• Wholesale
› Growth from last month
• Affiliate sales
› Group Membership
• How many customers made a purchase
› Growth from last month
• Customer demographics
› Direct social traffic
• Total product revenue (by product)

TRAFFIC PHILANTHROPY
• Accrued:
• Traffic: # sessions
• Donated ($ and in-kind)
• Bounce rate:
• Who did we donate to?
• Top traffic sources

SUBSCRIBERSHIP What are we doing NOW?

• Team
• Highest opened emails
• Marketing
• Highest converting emails
• Production
• List growth
• Operations
• Highest unsubscribed emails
• Misc
• Upcoming Events

17 S TAT S T R A C K E R
EDITORIAL CALENDAR
We use a simple Google Docs table to map out our campaigns. Here’s an example from a past launch...

APRIL

CART OPEN
[EMAIL] Launch Email #1 (Old Opt-ins)
[EMAIL] Launch Email #1 (New Opt-ins)
T APR 21 [EMAIL] Launch Email #1 (Facilitators)

[SOCIAL] Social Proof Post

[SOCIAL] Monthly Element (Water Labels)

W APR 22

T APR 23
F APR 24
APR 25 [SOCIAL] Social Proof Post
S

S APR 26

[EMAIL] Launch Email #2 (All Opt-ins, excluding Facilitators)

M APR 27
[EMAIL] Launch Email #2 (Facilitators)

T APR 28 [SOCIAL] Social Proof Post

[EMAIL] Launch Email #3 (All Opt-ins, excluding Facilitators)

W APR 29
[EMAIL] Launch Email #3 (Facilitators)

CART CLOSE
T APR 30 [EMAIL] Resends to unopened
[SOCIAL] Graphic of texts from Danielle

18 EDITORIAL CALENDAR