Best Case: Comprehensive Marketing Methodology to Lead Productization Launch and Transform Marketing Systems and Structures

Fractional Marketing Expertise and Inclusive Business Coaching Drive Product Launch and Deliver Short and Long-Term Marketing Strategies to Accelerate Growth

The Challenge   

When Respite for All came to Q2Mark, their marketing strategy and efforts were stuck at square one. They had been working to expand the Volunteer Respite Model by providing structured training and offering ongoing support to local ministries or organizations wanting to establish a program in their community. Their goal was to launch the Respite for All Roadmap product and invent their marketing funnels. Unfortunately, the marketing programs in place left holes in their structure, missed best practices, weren’t fully integrated, and needed a broader approach to drive results and impact efficiently and effectively. The organization had a largely under-developed foundation that resulted in slow growth.

Package Delivered: Respite for All Roadmap Productization

The Respite for All Roadmap was a top priority for RFA. With the support of the Rupe Foundation, RFA created the video training program, a culmination of nine years’ worth of training that served as the basis for the curriculum that would ensure all new communities have on-demand access to the information and tools needed to implement and sustain a successful volunteer Respite program. The problem was the program was still in pieces.

Q2Mark stepped in to help package the program and then structure the offer to build a greater audience and ultimately gain more sites and donors from the traffic the program attracted. The Q2Mark team worked through viable pricing options for the training, helped RFA develop and implement the necessary Terms of Use, Privacy Policy, and Disclaimers needed to protect their content. We also assessed and made recommendations on platforms to house the training, provided design support with the development of additional training materials, and developed the video sales script and landing page via Kajabi.

Once the program was launched, we pitched strategies to increase and drive leads through PR and live-streaming events that would introduce RFA and highlight their proven volunteer model and the program offering.

The Website Relaunch

While working on the productization, our team also began repositioning RFA through a website relaunch. The site they originally had in place was built off of a template. It was disjointed, not optimized properly, and was difficult to navigate. Not to mention, their content strategy lacked the necessary tactics in terms of storytelling, engagement, and lead generation.

Streamlining Structures and Systems

When auditing RFA, we quickly identified that they had a very fragmented marketing approach. Our plan of attack included re-developing foundational marketing systems that targeted their audiences and worked to build awareness, trust, and authority within the community. In addition to productization and relaunching the website, we guided RFA through a rebuild that encompassed all vital touchpoints, including refining customer relations, and completed a full overhaul of their social media profiles implementing optimization strategies and best practices for each platform. We also developed and executed a social media strategy to increase brand awareness and improve social presence.

Content campaigns through email and social media with direct copywriting response tactics that focused on the need and RFA’s solution for families living with Alzheimer’s or dementia. To further optimize and develop RFA’s physical reach, we fixed their direct mail, literature, and other marketing collateral.

Building a Champion

Respite for All’s Executive Director and Co-Founder, Daphne Johnston, is the lifeblood of this organization. She is a unique thought leader passionate about bringing awareness to the Respite model. When she speaks, it’s impossible not to follow her lead, to want to take action and make change happen. In marketing, people become fans and followers – brand champions when they can trust, appreciate, respect, and genuinely love the spokesperson. We knew that the greatest opportunity for RFA came with Daphne in this role. So, throughout our content strategy, we worked to harness Daphne as the star, specifically through video. The RFA team had little experience with capturing video, so we worked to make recommendations on equipment and helped to set up the strategy to capture content from Daphne to use on the website, via social media, email, and more. We also utilized Daphne’s past appearances and training videos to develop reels and short clips that helped position the organization and drive loyalty.