Overarching Marketing Strategy

1. Wherever possible, create Ongoing Communication with prospective clients whereby we:
a) Create a Brand Awareness
b) Awareness of our Products and Services
Ongoing Communication will be accomplished through:
Limited Free Offerings such as the Training Program or one of the Development Reports. This will provide the opening to invite people to subscribe to various methods of communication such as monthly e - mails, posts on Linkedin, Podcasts and Webinars on relevant topics. It will also provide us the opportunity for legitimate follow - up and advertising on specials, further free trial offerings etc.
Our Mantra essentially is, Join the Conversation
2. Wherever possible secure Preferred Supplier Agreements or Subscriptions
3. Focus on Specific Target Groups or Channels
The Target Groups or Channels are:

HR MANAGERS - RECRUITMENT AND SELECTION

Services:

  1. Selection

Strategy

  1. Offer Free Training Program

  2. Follow - up with and invitation to Maintain an Ongoing Conversation (OC)

  3. Aim to secure Preferred Supplier Agreements (PSA) or Subscription Services (SS) over time.


Offer Free Training Program to HR Managers which will give us a reason to maintain an ongoing conversation with them. The ongoing conversation will consist of interesting topics relating to assessment and also drawing attention to our different products and services.

The OC will mainly be by e - mail but also periodic Webinars.

Where possible we should try to secure PSA or SS's.

Action Steps Training Program

  1. Finalise all links- Kevin Abridged Program Done 15721. Check Comprehensive especially evaluation links

  2. Double check content - Team

  3. Double Check Copy - Nini

Action Steps Maintain a Conversation

  1. Identify relevant topics and write articles - Kevin

  2. Check Copy - Nini

Roll Out

  1. Identify potential client list by:

a) drawing up past client list

b) get HR forum e - mails

c) trawl Linkedin

d) Tassie to draw up client list from her contacts

2. Narrow down to a few that we can pilot with

3. Use feedback and learning from pilot to make adjustments

4. Invite pilot group to Join The Conversation

5. Regroup and determine roll out to rest of potential client list

Timing for above

Immediate and urgent

FOUNDATIONS AND GRADUATE RECRUITMENT

Service:

  1. Selection

  2. My EQ for GR's

Strategy

Offer an integrated package where we assesses prospective GR's and also offer MY EQ GR and quarterly coaching sessions to GR's

Offer MY EQ for GR's as a stand alone option.

Action Steps

  1. Re - frame My EQ for GR population - Team

  2. Roll out as per Recruitment and Selection - Team

Timing

Complete 1 above by Dec 21

Roll out by March 22

PSYCHOMETRISTS AND MA INTERNS

Service:

Training Program

Training in Bureau Services

Strategy:

Accredit interns to use all our reports

Acredit Interns to use our system - Job Profile, Assessment, CIQ, Assessment Reports, Integration System

Action Steps

  1. Develop TP's above - Kevin and Team

  2. Develop a Roll Out strategy - Team

Timing

Be ready for roll out July 22

TRAINING AND DEVELOPMENT MANAGERS

Service:

Development Tools

  • Training Program

  • MY EQ for GR

  • My EQ for Managers

  • Expert Guides

  • Coach Me

  • Manage Me

  • Work with Me

  • Team It

Strategy:

Free Training Program and Maintain an Ongoing Conversation (OC) to raise awareness of all our development products, viz.,

  • Training Program

  • My EQ

  • All Development Report

Action Steps

  1. Trial development reports - Team

  2. Finalize development reports content - Kevin

  3. Finalize development reports look and feel - Tas and Nini

  4. Develop a roll out strategy - Team

Timing

AS 1: October 21

AS 2 and 3 : March 22

AS 4: July 2022

BUSINESS SCHOOLS

Service:

My EQ for Managers

Strategy:

Action Steps

  1. Upgrade MY EQ for Managers - Team

Timing

July 22

SPORT PSYCHOLOGY

Service:

Development Reports

My EQ for Managers

Strategy:

Action Steps

This is a greenfield so just brainstorm for now

LOOKING AHEAD


Build an automated software program from which to run services

Timing

Long term - next 3 to 5 years