C A M P A I G N P I T C H

SCAD Spring 2023 Alexa Hughes, Brooke Hendricks

BUSI 265 - Professor McPhillips Cassie Tant, Sierra Marshall

Meet the
Team

Brooke Hendricks Alexa Hughes Sierra Marshal Cassie Tant

Social Strategy + Marketing Marketing Strategy + Fashion + Marketing Fashion Marketing
Management + Management
Contents
04 07 15
The Business The Research The Strategy +
Content

35
Appendix
Meet Jane + Tom
Brand Pitch

PSI Seminars was founded in 1973 on the

belief that all individuals can live an
extraordinary life.

They developed courses that help their

students unlock potential, achieve
success, and create the life they've
dreamed of.

1975 - High Valley Ranch, CA

 PSI Seminars Vs. The Competition

Motivational
Speakers

International Varies on
Speaker

E-learning Varies on
Courses Unsure
Speaker

Live Online
Courses

In Person
Courses

Experiential
Learning

1-1 Coaching Coaching

Course

Community/Club

Youth Division Varies on

Speaker

Strong Social Varies on

Strategy /Paid Ads Speaker
 Current Situation
PSI is approaching their 50th anniversary with a steady
decline in word-of-mouth refferals

Adapting to changing Brand Awareness Customer Loyalty

market trends

Research
Our research aims to define current industry trends, identify PSI's
customer segments and their common pain points to develop a
targeted marketing strategy. By understanding our consumers, we can
tailor our approach to effectively address their needs and preferences.
 Secondary Research

The Personal Growth Industry

$41.81 Billion CAGR

The global personal
development market size
valued at USD 41.81 billion in
2021.
Americans 36% of the share
Millennials largest share of
consumers.
(2021)
of 6.5% 30% of market
share
The skillset enhancement E-learning segment accounted
segment accounted for over for 30%
32% in the focus areas(2021)
U.S consumers spent $32
The books segment CAGR 7% million on self care mobile
(instruments) apps in 2021
Coaching segment 38% in
2021
 The Research

The Transformation Economy

MOVING BEYOND EXPERIENCE

(Guide)

In the Experience Economy,

businesses and brands curate
(Stage)
memorable encounters, thus
the ‘experience’ becomes the
(Deliver) product and the consumer
then becomes the brand

(Make)

(Extract)
 Transformation, ultimately,
comes from within. So does the
authority to dictate the terms of
that transformation.
 Primary Research

Customer Segments
Primary Research

Individuals Business Owners Parents Individuals

looking to improve looking to expound upon leadership looking to set their Experiencing a
their personal lives skills to be more impactful for their children up for success life transition
employeess
 Pain points include:

Buyer Persona
Lacking confidence in her professional leadership
Takes physical risks, yet is not achieving her goals (Not pushing
outside her emotional comfort zone)
Wants to enhance her communication + personal relationships
AUDIENCE EXAMPLE MEET GABBY Lacks personal/profesonal life balance
28 YRS OLD (MILLENNIAL)
DOUBLE CLICK FOR

PRIMARY BUYER: LOOKING TO ENHANCE HER PERSONAL AND MUSIC PREVIEW

PROFESSIONAL LIFE, COMMUNICATION SKILLS, RELATIONSHIPS,

AND CONFIDENCE

Passionate about mental health and caring for others and the planet FREQUENTLY USED EMOJIS

likes taking physical risks, enjoys adventure, has an eagerness to learn more
She is outgoing, empowering others, struggles with negative self talk

Excels in intrapersonal intelligence; self awareness

Posts on Instagram, Linkedin and TikTok
PICTURED ABOVE ARE SOME
@HENDRICKSARTKO
PLACES GABBY HAS BEEN
 Primary Research

Gabby's
P.S.I Journey
Customer Journey

Saw an ad on social
Wanting to improve Sees a course on She takes the course and
media relevant to her
areas of her life and is setting and loves her experience. She
having trouble setting
desire about achieving
achieve goals decides to share her
and achieving long your dreams. She clicks and decides to experiences online to
term goals. the ad and it directed take the course. encourage others to join.
to PSI website
2023 Survey of Poor Relationships

PSI Graduates
Effective Communication

What are the

biggest
Financial Liberty

challenges or Creativity or Self Expression

obstacles you
are currently Fear of taking risk

facing in your
life? Time (i.e work/life balance)

I'm Stuck (Lack of clarity or motivation)

My health, energy or relaxation

0 10 20 30 40 50 60 70
Objective
To expand brand visibility of PSI Seminars by 20% within
the target audience and increase customer engagement
in the next 6 Months by monitoring social mentions,
growth in members in the 20+ club and studying the
growth in traffic to all channels.
 The Strategy

Marketing Summary
Our Solutions to Business Challenges

Adapting to changing Brand Awareness Customer Loyalty

market trends

Expand into Enhance Online Visibility with

Elearning Courses Paid ads + SEO Referral Program
Targeted Partnerships + and Testimonials
Influencer collaborations

 Marketing Goals

Marketing Goals

Obtain 10% more customers by

Receive 500 new emails Obtain 2 partnerships and 3
November 30, 2023 and 100 new
addresses (or) subscribers influencer collaborations by
members into the 20+club
by January 1, 2024 December 14, 2023
(referral program)
 Key 1: Expanding

Expanding Online
Content Ideas

Online Courses Youtube Channel Podcasts/Webinars

Tools for success 7 Day Challenge Success Stories from Grads
Skillset Enhancement Courses Motivational Content Trending Topics
Online Community 5 personal development hacks Activities to try at home
Workbook + Activities

 Key 1: Expanding

Expanding Online
Content Ideas

Online Courses

Goal: Develop online courses to

expand brand reach while
providing solutions to customer
problems.

KPI: The number of courses

purchased.

Channel Type: Online, Paid

 Key 1: Expanding

Expanding Online
Content Ideas

Youtube / IG Channel

Goal: Develop content on trending

personal growth topics and provide
helpful tools to build trust and
expand awareness

KPI: The number of views on each

video along with number of
channel followers

Type: Online, Owned

 Key 1: Expanding

Expanding Online
Content Ideas

Podcast

Goal: Develop content on success

stories, trending personal growth
topics, activities for individuals both
graduates and non to try at home
and improve a specific area of their
life.

Post podcasts on popular forums,

as well as integrate into blog posts

KPI: Number of podcast followers

and shares. Number of graduates
signing up to participate in a
podcast

Type: Online, Owned/Earned

Last post was in 2021


Enhance Visibility
Content Ideas
Optimize SEO using keywords
Mental Health
Habits of successful people
What is a growth mindset?
How to improve my self
awareness?
Key 2: Enhancing Visibility
Leverage paid ad channels Implement strategies to
Google, Yahoo, B.I.N.G increase engagement on
Facebook + Instagram social media (FB, IG, TikTok)
Paid Ads under competitors Giveaways
Social Trends
Respond to followers
Use strategic hashtags
 Key 2: Enhancing Visibility

Enhance Visibility
Content Ideas

SEO keywords

Goal: Raise search engine rankings and

show up higher in search results when
people search for keywords related to the
industry. More website traffic, leads,
Self Awareness conversions, and sales may result from this
Growth Mindset
improved visibility.
Goal Setting
KPI: Increased keyword exposure and
Law of attraction search engine ranks. Higher viewings of PSI
Financial Freedom
Seminars' website as a result of natural
search results. increased engagement and
Self Esteem click-through rates (CTR) with website
Stress Management content. Increased revenue from website
Communication Skills
traffic and conversion rates. Improved user
engagement and lower bounce rates.
Emotional Intelligence

Life Coach Type: Online, Paid

 Key 2: Enhancing Visibility

Enhance Visibility
Content Ideas

Paid ads

Goal: Increase the company's online presence

and attract more potential customers to their
products and services. Reach a wider audience
and increase their visibility to potential
customers who may not have found them
otherwise. Unlike traditional advertising
methods, Paid Ads target specific keywords and
demographics, ensuring that the ads are seen
by people who are most likely to be interested in
PSI Seminars.

KPI: Measuring the number of clicks,

impressions, and conversions generated by the
ads, providing insights into the effectiveness of
the ad campaigns in driving targeted traffic to
PSI Seminars' website and increasing their
business growth.

Type: Online, Paid

 Key 2: Enhancing Visibility

Enhance Visibility
Content Ideas

Social media

Goal: Increase brand awareness and engage

with potential and existing customers.
Discover Discover Your True Potential Through regular social media and email
communication, PSI Seminars can establish
Hey [Recipient Name]!
themselves as a thought leader in their
Feeling stuck in life? Want to achieve your goals and create the life
you've always dreamed of? PSI is here to help you unlock your true industry, build trust with their audience, and
potential!
stay top-of-mind with potential and existing
Our transformational programs and workshops have helped thousands
of individuals like you achieve their personal and professional goals. customers. Ultimately, the goal of using
Whether you want to improve your relationships, increase your income,
or find inner peace and happiness, we have a program that can help. Facebook and email is to increase customer
Our seminars are designed to help you break through limiting beliefs, engagement, drive website traffic, generate
overcome obstacles, and develop the skills and mindset you need for
success. We provide a supportive and empowering environment where leads and conversions, and grow business.
you can connect with like-minded individuals and learn from
experienced coaches and mentors.

Ready to take the next step in your personal development journey? Join
us for our upcoming programs and workshops! Invest in yourself and
KPI: Measuring the reach, conversion, and
your future with PSI Seminars. Let us help you achieve your goals and
create the life you truly desire. Don't wait, sign up today!
engagement rates that the content and
Best regards, PSI Seminars campaigns have produced. These reveal
information on the Facebook and email
campaigns' success in bringing relevant
visitors to PSI Seminars' website and fostering
the company's expansion.

Type: Online, Paid

TikTok
TikTok
#mentalhealth #dreamlife
 Key 3: Referrals

Referrals + Testimonials
Content Ideas

Refine Referral Program Super Fans Gather + Promote

(20+ club) Discounted Course rates Successful Grad Stories
Exclusive Workshops Discounted merch Invited to be on podcast
Rewards 1 Free online basic ticket a Send out in monthly or
V.I.P Access to events year quarterly newsletter
Swag Create a webpage where
grads can submit their
success stories
 Key 3: Referrals

Referrals + Testimonials
Content Ideas

Referrals

Goal: Increase customer retention

while also spreading brand
Refer a friend!! awareness
Get points. KPI: The number of referrals within
30 days, and number of members
in the 20+ club
Your email

Type: Online, Earned

Your friend’s
email
 Key 3: Referrals

Super Fan Plan

Content Ideas

1 Loyalty program: Reward customers for their ongoing support.

Customized communications based on members interests,

2 choices, and participation in PSI seminars.

VIP events: Special gatherings for superfans. i.e meet-and-greets

3 with speakers, special workshops and Q&A sessions.

4 Surprise gifts/rewards: Unanticipated gifts or experiences.


Referrals + Testimonials
Content Ideas
5 JULY 2023
5TH JULY 2023 | @PSISEMINARS | 123-456-7890
First and foremost...
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condimentum nulla, eu mollis ligula.
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accumsan vitae. Vivamus ut blandit
neque. Nulla facilisi.
Newsletter
Top news of the month
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condimentum nulla, eu mollis ligula.
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neque. Nulla facilisi.
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rhoncus. Phasellus nec orci fringilla,
consequat nisi vitae, faucibus quam.
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tristique. Aliquam sem lacus, facilisis ac
fringilla ultricies, tincidunt semper
lorem.
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mattis in et massa. Fusce laoreet ex ac
gravida maximus. Phasellus cursus.
"Duis non ullamcorper erat.
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accumsan volutpat enim placerat"
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placerat nec. Integer vitae
condimentum nulla, eu mollis ligula.
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accumsan vitae. Vivamus ut blandit
neque. Nulla facilisi.
Pellentesque pretium fermentum
rhoncus. Phasellus nec orci fringilla,
consequat nisi vitae, faucibuscec.
EDITION #1
Grad of the month:
Olivia Wilson
Member for 14 years
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Aenean in imperdiet est.
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accumsan volutpat enim placerat
nec. Integer vitae condimentum
nulla, eu mollis ligula. Donec
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accumsan vitae. Vivamus ut
blandit neque. Nulla facilisi.
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rhoncus. Phasellus nec orci
fringilla, consequat nisi vitae,
faucibus quam. Cras imperdiet
dolor non pulvinar tristique.
Aliquam sem lacus, facilisis ac
fringilla ultricies, tincidunt semper
lorem.
Cras vel libero auctor magna
sodales mattis in et massa. Fusce
laoreet ex ac gravida maximus.
Phasellus cursus.
www.reallygreatsite.com
Key 3: Referrals
Top news of the month
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imperdiet est. Vestibulum dictum
dictum odio, accumsan volutpat enim
placerat nec. Integer vitae
condimentum nulla, eu mollis ligula.
Donec vulputate nisi leo, ut facilisis eros
Testimonials
accumsan vitae. Vivamus ut blandit
neque. Nulla facilisi.
Pellentesque pretium fermentum
rhoncus. Phasellus nec orci fringilla,
consequat nisi vitae,cursus.
RTA Racer Name RTA Racer Name
Goal: To increase engagement with
The next Race to Abundance starts in 2024 our customer base, obtain
save my spot
feedback for courses and to
increase customer retention.
KPI: Number of people signed up
to newsletter and views
Type: Online, Earned
Email, YouTube
Duis non ullamcorper erat. Aenean in imperdiet est. Vestibulum dictum dictum odio, accumsan volutpat enim placerat nec.
Integer vitae condimentum nulla, eu mollis ligula. Donec vulputate nisi leo, ut facilisis eros accumsan vitae. Vivamus ut blandit
neque. Nulla facilisi. Cras vel libero auctor magna sodales mattis in et massa. Fusce laoreet ex ac gravida maximus. Phasellus
cursus.
VISIT OUR WEBSITE FOR INFO ON OUR UPCOMING COURSES www.psiseminars.com
CLEARLAKE OAKS, CALIFORNIA | WWW.PSISEMINARS.COM
 Key 4: Targeted Partnerships

Targeted Partnerships
Content Ideas

Collaborate with influencers, Develop partnerships that Bring in industry pros to speak
and other industry mutually benefit each party on webinars exclusively for
professionals those apart of the referral
Proctor Gallager program
Grads with high influence Tony Robbins Tony Robbins
i.e Black Panther (R.I.P) Life Coaches Sirolli
Rhianna's dancers, etc Split percentage deal, Grant Cardone
High following i.e Matthew using pre recorded Dale Carnegie
McConaughey content.
 Key 4: Targeted Partnerships

Targeted Partnerships
Content Ideas

Influencer Collaborations

Goal: Expand customer reach

through affiliates and influencer
collaborations.

KPI: Number of students registered

with affiliate code

Type: Online, Paid + Earned

 Key 4: Targeted Partnerships

Targeted Partnerships
Content Ideas

Get on a podcast, split

share on PSI courses
using code.
Win-Win Partnerships

Goal:Develop content to expand

reach through other industry
leaders.

KPI: Number of students registered

through partnerships, dollar
amount from split shares over 6
months.

Type: Online, Paid + Earned

Split Share on featured
programs
 Key 4: Targeted Partnerships

Targeted Partnerships
Content Ideas

Tony Tony Jon Gordon Mel Robbins Brene Brown

Robbins Robbins

Industry Pros on Workshops

Goal: To provide content that increases

customer retention.

KPI: Percentage of active customers in

referral program, number of attendees in
workshops, number of features on social
Dr. Russel John O’Leary Lisa Nichols Heidi Hackemer media within a time span of the workshop.
Kennedy

Type: Online, Paid

 Marketing Strategy

6 Month Calendar
Marketing Strategy

July August September October November December

Expand

Develop Online Market on Social + Offer to Club Launch for Christmas + New
Course. Finalize
Launch as trial to
Christmas with Years Special
adjust based on Ads with 3 month members for BONUS courses. Drip Campaign, new
Details and tangible
feedback campaign discounted rate goal of 150 registrants surprises each week.
content

Seo: Publish high-

Enhance
Visibility

Seo: Implement SEO, Seo: Review analytics Seo: Develop long

Seo: Optimize build high-quality Seo: Launch ads using quality blogs regularly
and optimize web term SEO
on-page elements popular key words. to create organic
backlinks, monitor performance.

traffic

web traffic
Social: Moniter trends
Social: Leverage

Social: Create
Social: Engage with and highlight
influencers, conduct Social: Launch
content calendar Social: Experiment customers, create opportunities for
competitor analysis targeted social ad
with campaigns interactive campaign growth
campaigns

Connect with Content Creation

+ Affiliate

Research and list 50 Develop a Launch a holiday

Partner

month with affiliates Analyze, tune through

Potential Partners collaborative with current
Potential Partners comprehensive and content feedback. Review,
and Affiliates. partners. Promote Affiliate
Evaluate, and Optimize
+100 Affiliates affiliate resource kit. completion with Program
Land 23 total partners
Business Recommendations
Marketing Strategy

Focus on the current target audience aged 25-42 and grow their retention

Strengthen the online course structure for individuals who prefer virtual learning.

Develop opportunities for community connection on social platforms.

Obtain more feedback from current and potential customers to continue shaping company
offerings based on current industry trends and audience needs
 Don't forget

Your Dreams are

Worthy of You
The
Appendix
 The Appendix

Brand Pitch
PSI Seminars was founded on the belief in the potential of all individuals to live a fulfilling and extraordinary life.
They offer courses that help unlock potential, achieve success, and create a life one loves. Their programs are
based on personal responsibility, self-awareness, and self-mastery. By mastering these principles, you can
create a happy, abundant, and purposeful life.

Positioning Statement
PSI Seminars offers a personalized approach to personal growth, recognizing that it's not a one-size-fits-all
solution. With experiential learning, participants are offered tailored learning experiences that help them gain a
deeper understanding of themselves and how they show up in life. By creating value and empowering
individuals to make positive changes, PSI Seminars helps attendees create the life they love.
Brand Promise
We believe in empowering individuals to transform their lives and create lasting
change. We strive to assist you in unlocking your potential and the achieving the
extraordinary life you have long envisioned for yourself.

We are committed to providing experiential personal development programs that

inspire, educate, and support you in unlocking your potential and achieving
extraordinary results.
Current Situation
Adapting to changing
market trends
PSI is approaching their 50th anniversary with a steady decline in
word-of-mouth refferals.

Although the experiential content can be life changing , PSI faces threats from a
variety of competitors around the world that offer e-learning opportunities, and
content that is focused on current trends.
Brand Awareness

The current strategy relies heavily on referrals, offering minimal to no benefits

like it once did. This has caused an increase in burnouts requiring a more focus
and effective strategy. This highlighted the current business challenges.

Customer Loyalty

 The Appendix: Market Value

Market Value

TAM
Value of Personal Development $41,800,000,000.00
industry (Internationally)

SAM
Value of Personal Development $15,048,000,000.00
industry in North America (USA
and Canada)

SOM
Value of Workshops, Seminars $6,771,000,000.00
and E-platforms in the Personal
Development industry (USA Only)

S.W.O.T Analysis
STRENGTHS
PSI Seminars has been in business for 50 years as of 2023, indicating a
strong track record of success.
They have a wide range of personal development programs that cater to
different audiences.
The company has a large and dedicated customer base that is highly
satisfied with the programs and services provided.
OPPORTUNITIES
General growing interest in personal development and self-improvement presents
an opportunity for PSI Seminars to expand their reach.
They could expand offerings to include online courses and workshops, appealing to
a wider audience.
PSI Seminars could partner with other organizations/influencers to reach a new
audience and expand the overall brand.
Expand internationally and reach new markets.
The Appendix
WEAKNESS
While more affordable than competitors, some may view PSI Seminar programs as too
expensive, limiting a potential market.
The company's programs may not appeal to everyone, limiting potential reach.
There might be some negative perceptions of PSI Seminars due to past controversies and
criticism.
The company relies heavily on direct marketing and referrals, which may limit their ability to
reach new customers
THREATS
The personal development industry is highly competitive, with many other companies offering
similar programs and services.
Negative reviews or criticism could hurt the companies reputation and limit its potential reach.
Economic downturns or other events that impact disposable income could limit the number of
people willing to invent in personal development programs.
Changes in technology or consumer preferences could make traditional direct marketing
methods less effective.
 The Appendix

Value Propositions
Some of the key value propositions of PSI Seminars include:

Empowering individuals to take control Creating transformational change in the Commitment to excellence by
of their lives and achieve their full lives of its participants, by breaking free providing high-quality, impactful
potential. from old patterns and habits and create personal development experiences
new, empowering ones. for its participants.

A supportive community of A personalized approach to personal

like-minded individuals who are all development, recognizing that everyone
working towards personal growth and has their own unique strengths,
self-improvement. challenges, and goals.
 The Appendix

Personal Growth Journey Survey

Primary Research

What are the biggest challenges or obstacles you are currently facing in your personal/professional life?

Time (i.e work life balance)

My health, energy, or relaxation
I'm Stuck (Lack of clarity or motivation)

What types of content or resources do you typically engage with when it comes to personal development or
transformation?
Podcasts
Social Media Reels
Youtube Videos
In-Person Workshops
Music Playlists

What are your preferred methods of learning in terms of personal growth?

In-Person
Attending Workshops with "How to apply this in real life" content
 The Appendix

How did you hear about PSI?

Primary Research

99% 0% 1%

Word of mouth - Referrel Advertisment Google Search / Social Media

 The Appendix

How much are you willing to invest in your personal growth?

Primary Research

$0 - It must be free
0%

I'd pay a lump sum under $1,000 one time

33.3%

Create enough value and I don't care how much it cost I'd pay a lump sum over $3,000 one time
66.7% 0%
 The Appendix

Questions To Ask
Primary Research

Personas are helpful but also static. Instead of a snapshot of a person, we need to understand their constant evolution.
A simple way to hit at the heart of what matters is to answer:

What transformation is our user going through/ wanting to go through/ starting to go through?
What is the constant transformative feeling they are looking to create in their lives?
Who are they becoming everyday?
What evolution are they experiencing right now?
How do they use our products during the evolution experience?
 The Appendix

Customer Journey
Primary Research

Awareness Interest Desire Action Loyalty/Advocacy

Wants to improve Heard from a friend Clicks on PSI Course Attends the course and Shares her experience
areas of her life so about a course that schedule to see if any begins implementing with friends, family
that she can achieve changed the trajectory of courses are in her area. what she learned in and coworkers, and
her long term goals. their life and reaches out order to break through now has a new goal of
to that person. Reaches out to PSI for limiting beliefs and "if you're within my
Tired of watching any questions she might achieve her goals. inner circle, I want you
others achieve what Remembers it was have and a A.D. calls her to attend the seminar."
it is that she wants. something to do with to discuss her goals and
'personal success' and find a date that works
googles that name. best for her.
 The Appendix

Value Propositions
Some of the key value propositions of PSI Seminars include:

Empowering individuals to take Creating transformational change in Commitment to excellence by

control of their lives and achieve the lives of its participants, by providing high-quality, impactful
their full potential. breaking free from old patterns and personal development
habits and create new, empowering experiences for its participants.
ones.

A supportive community of A personalized approach to personal

like-minded individuals who are all development, recognizing that
working towards personal growth everyone has their own unique
and self-improvement. strengths, challenges, and goals.
 The Appendix

Competitive Advantage

PSI Seminars' competitive advantage stems from their mastery of the belief that "impossible is nothing." Their
teachings emphasize distinguishing between impossibilities and mere inconveniences, expanding participants'
minds to embrace the realm of limitless possibilities.

Unlike many competitors who focus solely on "being," PSI Seminars' programs follow the "Be. Do. Have." model,
recognizing that being without effective action is incomplete. They emphasize the importance of taking effective
action that aligns with commitments, as it is the transformative characteristic that turns hopes and dreams into
tangible reality.

The experiential nature of PSI Seminars' trainings further sets them apart. Their emphasis on practical application
and effective action allows participants to truly embody the teachings and experience personal growth firsthand.
This focus on commitment-driven action is the foundation upon which all achievements are built.
 The Appendix

Expand
Action Plan

Goal: Invest in a reliable and scalable online learning

platform that offers a seamless user experience. Offer online
courses that provide flexibility and customization for
participants and accommodates participants in different
time zones.

Identify key markets and languages with high demand for

personal growth programs, and prioritize localization and
translation efforts accordingly for a multilingual experience

1975 - High Valley Ranch, CA

 The Appendix

Online Courses

Self Esteem Workshop Money + Your Mind R.I.C.H 7 day Challenge

Discover the power of self-esteem and learn
how to become your biggest fan with the
online course offered by Renee Cermak.
Based on her book "How to Be Your Biggest
Fan," this course will provide you with
practical tools and strategies to boost your
self-esteem, cultivate self-compassion, and
embrace your unique worth.
Explore proven methodologies to
overcome limiting beliefs and
embrace a prosperous mindset,
enabling you to attract
opportunities and manifest wealth
effortlessly.
Unlock the secrets of true financial
abundance with R.I.C.H. Embark
on a transformative journey
towards a future of financial
prosperity and security. Redefine
your relationship with wealth
today!
Are you ready to turn your dreams
into reality and create the ideal
lifestyle you've always envisioned?
Join us for this immersive and life-
changing program where we will
guide you on a transformative
journey toward living your dream
life in just seven days.

Experience the Riches of Life Living the Basic

Experience the power of transformation with
the PSI Seminars "Experience the Riches of
Life" course. Discover how to shift your
mindset, cultivate abundant relationships,
and unleash career success to create a life
filled with abundance, fulfillment, and
prosperity.
Unlock the power of practical
application with the "Living the Basic"
course. Learn how to effectively
implement the life tools and principles
you've acquired into your daily routine,
empowering you to create lasting
positive changes and live a more
fulfilling life.
 The Appendix

Enhance
Visibility
Action Plan
Goal: Although PSI takes pride in never having a paid
advertisement, now is the time to take advantage of what
technology has to offer in order to increase brand awareness.

Optimize the website for SEO to improve organic visibility and

ensure it provides a compelling user experience. Leverage
paid online advertising channels like Google Ads and social
media platforms to reach the target audience. Implement
strategies to increase followers, engagement, and sharing of
content on social media.
 The Appendix

Popular Industry Key Words

Awareness of self How to Forgive Yourself for Letting Someone Hurt You
Awareness of the mind Identifying or improving potential Personal Branding Self-Discovery
Body Language Improving Self-Awareness Personal Development Self-Esteem
Career Development Improving Self-Knowledge Personal Development Self-Growth
Changing Habits Improving Skills/Learning New Ones Planning Self-Help Tips
Changing your attitude from negative to positive Interpersonal Skills Personal Finance Self-Improvement
Communication Skills Integrity Personal Growth Self-Awareness
Confidence Leadership Presentation Skills Spirituality
Create Think Leadership Training Problem-Solving Spiritual Growth
Creativity Law of Attraction Productivity Stress Management
Decision Making List of Habits Professional Development Success Principles
Developing strengths and talents Life Coach Psi Team Building
Emotional Intelligence Manifest Psi Basic Seminar The Three R's
Elevate my life Meditation Psi Seminars The Law of Attraction
Empowerment Mental Health Public Speaking Time Management
Financial Freedom Mind-body Connection Relationship Building Wealth Building Seminars
Forgive Yourself and Move Forward Mind-body Practices Relationship Skills Wealth Creation
Gratitude Mindfulness Resilience Wellness
Goal Setting Mindset Self-Acceptance
Growth Mindset Mindset Training Self-Care
Habits of Highly Effective People Motivation Self-Compassion
Habits of Successful People Motivational Seminar Self-Development Seminars
Healthy Attitudes Networking
Networking Skills
 The Appendix

SEO Industry Keywords

Top Key Words Long Tail Key Words

Keywords Searches per Month
Improving Self Awareness
How to build Integrity
What is a Growth Mindset?
1. Self Awareness 8.1k Stress Management
Techniques
2. Growth Mindset 60.5k Goal setting Course
Goal Setting Worksheets
3. Goal Setting How to improve your
12.5k
relationships with effective
Law of Attraction Manifestation
4. Law of attraction 49.5k Communication skills
5. Self Development 12.1 Personal Development
How to improve emotional
conference 2023
6. Financial Freedom intelligence
12.1k
7. Self Esteem How to have Financial Freedom
60.5k Life coaches online
Steps to achieving Financial
Life coaches near me
8. Integrity 301k Freedom
Life coaches that help you
9. Stress Management achieve your goals
14.8k How to improve Self Esteem
10. Communication Skills Self Esteem Coach
27.1k
11. Emotional Intelligence 135k
12. Life Coach 33.1k
 The Appendix

Channel Strategy -Dual channels

PSI Website
Emails
Goal: Inform people what PSI is and to get started on their journey with PSI.
Goal: To keep clients informed of new events, seminars, and offers that PSI
is offering.
Plan: To get members to sign up and attend PSI seminars.
Plan: to send emails to members when an important event or offer is going
Customer Reach: People who are interested in becoming a member of PSI and are curious
live.
of what PSI has to offer.
Customer Reach: Limited audience and just members of PSI
Channel Tools: About page, sign up, content about PSI.
Channel Tools: Direct message
Frequency: Continuously update
Frequency: Weekly

Facebook

Goal: To bring in new customers and gain brand awareness. To drive people to go to the
PSI website to start a membership.

Plan: to make post at least a post every other day to keep audiences engaged with the
content

Customer Reach: Wider audience and is not limited

Channel tools: reels, post, lives, and direct message

Frequency: Daily to every other day

 The Appendix

Content Strategy
1. Define the target audience: Define PSI Seminars' intended audience, such as individuals interested in personal
growth, business owners, or workers looking to strengthen their leadership abilities may fall under this category.

2. Create a content calendar: Create a calendar with the subjects, formats, and publication dates for the content of PSI
Seminar. This will help to maintain consistency and adherence to the objectives of the business.

3. Develop instructional content: Create educational material based on PSI Seminar subjects including goal-setting,
leadership, and personal development like blog entries, articles, and videos.

4. Share success stories: Talk about the people who attended PSI Seminars and have succeeded in reaching their
goals. Interviews, case studies, and testimonials are a few examples of this.

5. Use social media: Promote PSI Seminars content and interact with the audience via social media platforms. This
might entail posting blog entries, producing quick videos, and holding live Q&A sessions.

6. Collaborate with Influencers: Work with influencers in the leadership or personal development fields to generate and
promote content.. By doing this, PSI Seminar will be able to reach new audiences and broaden its content's appeal.
By putting this content strategy into practice, PSI Seminars can engage and educate its target audience while also
establishing itself as a thought leader in the personal development and leadership area.
 The Appendix

Content Channels

Due to their reach and engagement potential, Facebook and email are the two strongest platforms for PSI
Seminars' content strategy.

1. Facebook: With over 2.8 billion active members, Facebook is the most popular social media site on the planet.
This makes it the perfect place for PSI Seminars to share their content in a variety of different ways, including text,
photographs, videos, and live broadcasts.

PSI Seminars can also reach a very targeted audience using Facebook's targeting options based on their
demographics, hobbies, and behaviors. It allows PSI Seminars to cater their content to a particular target and
guarantee that the intended audience sees it.

Additionally, Facebook includes interaction tools like likes, comments, and shares that let PSI Seminars interact
with their audience and create communities around their material. This collaboration increases attendance at PSI
Seminar events and cultivates a devoted fan base.
 The Appendix

Content Channels

2. Email: Since email enables PSI Seminars to immediately contact their audience's inbox, it is a very effective
medium for their content strategy. Email marketing can be used to distribute instructional materials, publicize
forthcoming events, and send subscribers exclusive deals. Additionally, email allows for a great degree of
customization, allowing PSI Seminars to personalize its content to the interests and preferences of each subscriber.

A cost-effective platform for PSI Seminars' content strategy, email marketing also offers strong ROI (return on
investment) and conversion rates.

Overall, Facebook and email are fantastic venues for PSI Seminars' content strategy since they allow the brand to
connect with their community, reach a highly targeted audience, and offer tailored information. PSI Seminars may
raise brand exposure, develop a devoted audience, and boost conversions by utilizing these platforms.
 The Appendix

Content Plan
Self Awareness Self Esteem
Improving Self Awareness - Link to landing page on how to improve with CTA How to improve Self Esteem - Link to social blogs CTA to online platform for
to enroll subscription
Self Esteem Coach - Link to FREE self esteem workshop with Renee Cermak
Growth Mindset
What is a Growth Mindset? - Link to video with a CTA to enroll in the Basic or Integrity
attend a FREE workshop How to build Integrity -Website link to video/ landing page to enroll in BASIC

Goal Setting Stress Management

Goal setting Course - Website link to landing page to enroll in Course Stress Management Techniques - Link to blog/video that has a CTA for
Goal Setting Worksheets - Website link with free downloads CTA for intention enrollment in course

Law of attraction Communication Skills

Law of Attraction Manifestation - Link to blog/video that has a CTA for How to improve your relationships with effective Communication skills - Link to
enrollment in course video with CTA to enroll in BASIC

Personal Development: Emotional Intelligence

Personal Development conference 2023 - Link to landing page with schedule How to improve emotional intelligence - Link to blog/video that has a CTA for
to enroll enrollment in course

Financial Freedom Life Coach

Steps to achieving Financial Freedom - Link to short blurb with workshop Life coaches online - Link to Intention with CTA to buy whole Intention package
enrollment Life coaches that help you achieve your goals
 The Appendix

Facebook:
Messaging: “Unlock your true potential and experience life changing personal
development programs with PSI Seminars. Join our community and let us help you
create the life you want.”

Content Campaign:
- Post images that inspire and promote personal improvement
- Share motivational quotes and testimonies from PSI Seminars program alumni
- Promote forthcoming events and seminars with eye-catching photographs and
engaging captions.

EX: “Ready to take your personal growth journey to the next level? Join us for our
upcoming events and seminars to unlock your full potential. From transformational
workshops to life-changing coaching, PSI has everything you need to create the life
you’ve dreamed of. Don’t miss out on this opportunity to invest in yourself and your
future! Register now and let's embark on this journey together!

#PSISeminars #PersonalGrowth #TransformationalWorkshops #LifeChangingCoaching

#InvestInYourself #CreateTheLifeYouWant

- Share client endorsements and success stories.

- Disseminate informative blog entries and films on subjects pertaining to personal
growth and self-improvement.
 The Appendix

Email:
Messaging: “Achieve your goals and create the life YOU
want with PSI Seminars. Register for one of our
transformational programs today.”

Content Campaign:
- Share learning materials, such as e-books, whitepapers,
and webinars, that offer perspectives on personal growth
and self-improvement.

- Provide free consultations and evaluations to assist

potential clients in identifying their areas of personal
development need.

- Share client endorsements and success stories.

- Promote forthcoming seminars and events and provide

special offers on PSI Seminars' programs and services.

- Distribute frequent newsletters with insightful articles and

practical advice on personal growth.
 The Appendix

Referrals +
Testimonials
Action Plan
Goal: Implement a referral program to encourage satisfied
participants to refer friends, family, or colleagues to PSI
Seminars. Incentivize referrals through exclusive rewards or
discounts on future programs. Collect and highlight
testimonials from happy participants to showcase the value
and impact of PSI Seminars.

Highlighting Grads - Testimonial Newsletter
July Newsletter
Highlight graduates who
played in Race to Abundance
and achieved their wealth goal
Share the vacation location the
racers went to
Remind LS grads of the 50th
anniversary and how its 3
months away
October Newsletter
Highlight graduates that
completed their G.W.A.P (Goal
worth pursuing)
Talk about the up coming
events and next years annual
event
August Newsletter
Highlight a grad success story
Offer back to school tips for
parents
November Newsletter
Highlight a grad who gave
back to the community in a big
way
Share a "gift" of old T.D.W
lectures
Remind people of "giving day"
The Appendix
September Newsletter
Highlight 50 success stories in
honor of the 50th anniversary.
Share about what happened at
the 50th anniversary
celebration
Highlights, business expo,
winners of the grand prize
raffle
December Newsletter
Highlight a Grad who is looking
to accomplish or has
accomplished a big
community service project
Share Phoenix and Las Vegas
"giving day" results
 The Appendix

Targeted
Partnerships
Action Plan
Goal: Identify and collaborate with influential individuals,
coaches, or organizations in the personal growth industry.
Leverage their networks and platforms to expand the reach of
PSI Seminars. Develop mutually beneficial partnerships to
cross-promote each other's offerings and tap into new
audiences.

1975 - High Valley Ranch, CA

 The Appendix

Executive Summary
Our experience with PSI Seminars has revealed the organization's strong potential for targeting and retaining individuals in the
25-42 age range, as this demographic often seeks internal self-improvement opportunities. To capitalize on this, we
recommend focusing on growing the retention rate and enhancing the online course structure to cater to those who prefer
virtual learning.

To accommodate the shift towards virtual experiences, PSI Seminars should develop experiential learning concepts that can
effectively translate into the online format. While the organization primarily focuses on in-person seminars due to the depth of
the content, adapting the courses for virtual delivery will expand accessibility and cater to a broader audience.

We also recommend, prioritizing social media-friendly content creation will engage the target audience, particularly through
Instagram reels for the 25-30 age group and Facebook posts and stories for the 30-42 age group. Building a stronger online
community connection through social platforms will enhance engagement and foster a sense of belonging among
participants.

Finally we believe that gathering feedback from current and potential customers is essential for continuous improvement and
informed decision-making as it will help address their concerns and provide relevant information to drive informed decisions.
 The Appendix

Resources

Research:

Primary Research:
Customers Survey - https://forms.gle/XxUE3q2EWTygNE5o7
Employee Customer Journey - https://forms.gle/P3xMj9tMKchVmLXRA

Secondary Research:
https://self-starters.com/personal-development-statistics/
https://www.verifiedmarketresearch.com/product/personal-development-market/
https://dreammaker.co.uk/blog/personal-development-statistics/
https://www.businesswire.com/news/home/20221202005131/en/Global-Personal-Development-Market-2023-2027-
Rise-in-Cost-Effective-Content-Development-and-the-Growing-Popularity-of-Educational-Apps-and-Online-
Platforms-for-Self-Growth-Drives-Sector---ResearchAndMarkets.com
https://growthmarketreports.com/report/personal-development-market-global-industry-analysis
 The Appendix

Resources

Marketing:

https://www.thepowermba.com/en/blog/tam-sam-som
https://haiilo.com/blog/10-ways-to-measure-brand-awareness/

Motivational Speakers:
https://members.real-leaders.com/2022-top-50-keynote-speakers/
https://motivationalspeakerz.com/leadership/

Transformational Experiences:
https://www.thehappyprizecompany.com/blog/the-shift-from-the-experience-economy-to-the-transformation-
econ
https://www.futurelearn.com/info/courses/luxury-industry-customers-experiences/0/steps/308250
https://medium.com/concept-bureau-insights/in-the-transformational-economy-being-becoming-have-started-
to-merge-d821501bf28