The Need: A Course Facilitating Tangible Personal & Professional Development
The client, an executive coach and local workshop facilitator, wanted to take her coaching and speaking business to the next level. To this end, she wanted to build and sell online courses to her audience, starting with a 28-day personal and professional development course.
The Process: Discover, Plan, Build, Test and Promote
Step 1: Discovery
To get things kicked off, we met with our creative team to establish brand, voice, audience and messaging. We discussed personae (target audience) needs and goals for the course outcomes, including intended course participant experience.
I reviewed the client’s previous initiatives (including a free 21-day course she had beta tested through videos filmed and emailed to her audience in real time for 21 days), materials, and ideas to get a good understanding of her philosophy, message, intent and goals for the course.
We chose Kajabi because she needed a cohesive platform through which to send out email newsletters, email prompts (accompanying the course), deliver the course without transaction fees, market the course via website, and an online community (Kajabi Communities app) for daily communication and weekly group coaching sessions.
Step 2: Plan
Then we mapped the program, establishing each component of the course. Seeing as it was to be a 28-day experience, we divided the plan into four themed weeks, and established a repeating cadence to individual days and each week, so that the experience was an intuitive and intentional journey that sets customers up for tangible success.
Step 3: Build
The client had clear ideas about certain parts of the program, but gaps existed. I provided research into behavioral science and psychology that backed up the activities and lessons, and together we found supportive quotes and resources. Once we had a solid plan, the client worked with a videography team to produce the videos, and I built the program modules in Kajabi, a popular online course delivery platform.
I also built the accompanying course offerings, coupons, website, promotional emails, and support emails, all of which are delivered through the same platform (Kajabi). I also wrote the copy for the workbook that accompanies the course.
Step 4: Test & Refine
When the course was ready, we enrolled two cohorts (15 women total) in the course at a discounted rate in order to get feedback on the program. I added daily and weekly assessments into the program in order to gather feedback and monitor course participation, and I interviewed the beta participants after they completed the program. Participation metrics (provided by Kajabi) made it easy to identify which parts of the course needed to be changed in order to keep our audience engaged and motivated.
Using the feedback received, we refined the program and posted testimonials gathered (video and written).
Step 5: Promote
While we built the course, we ran a whisper campaign to build anticipation (social media, newsletter), and once ready to launch the course, we ran a special and free info sessions.
Outcomes
To this date, the client has successfully put 17+ cohorts through the 28-day program.
We have also built two more programs, which also are delivered via Kajabi. I’ve written the copy for a book and one more workbook for her, and have built and managed the online community that supports her audience (Kajabi Communities).
I have managed her marketing campaigns for the past 2.5 years, and we are still working together today.
Testimonial
“Rachel’s ability to consult, guide and build coursework is unmatched. In just a few short months, she helped our team mine the gold nuggets of our work and create a market-ready course that is interactive, fun and easily digestible for our clients. Now, our course is the cornerstone of our business and the blueprint from which we have developed a second course. In addition to her expert knowledge… Rachel is an absolute delight to work with!
If you have the opportunity to contract her services, do it! We are miles ahead in our product delivery because of her.”
Jes Averhart
Jes & Co.
Creator of 28 Days of Reinvention