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Synopsis:

Synopsis

Project Scope:

  • Brand Coaching
  • Marketing and Sales Funnel Improvement
  • Logo Redesign
  • Brand Identity Development
  • Course Materials Redesign
  • Marketing Collateral Design
  • Website Design
  • Sales Page Design

The Story:

As a certified Nutritional Therapy Practitioner (NTP), Jeni Hall was drawn into the field by her own blood-sugar issues and struggles with healthy eating having grown up on the ‘Standard American Diet’. Working one-on-one with clients revealed that many were facing the same health challenges and addictions to sugar she had experienced and since solved for herself. As a result, she created The RESTART Sugar Detox®.

With clients achieving great success in this group program came the vision for an even larger format to help reduce addiction to sugar and improve health and nutrition across North America. The Sugar Detox® evolved into a licensed program for certified NTP & NTC practitioners to attract more clients into their practice.


Challenge

Revising her business model provide to be a success, licensing over 65 program instructors across the U.S. within 3 months and gaining attention with other practitioners quickly. However, this presented a challenge in that the first iteration of the visual identity failed to represent the program’s high caliber of content and personalized support. This stood in the way of charging a premium price for this premiere program.

Also, the term “sugar detox” was becoming a popular term for quick-fix diets and affecting the credibility of Jeni’s carefully designed, long-term lifestyle program.


Solution

With a commitment to and belief in exceptional service in her own business, Jeni went in search of branding experts who would deliver the same. Through her mastermind network she found us.

With a new name in mind, The RESTART® Program, Jeni dove into the rebranding process with us. The end goal: develop a memorable new logo and brand identity for her flagship program that instructors would take pride in and ownership of, as well as, resonate with course participants.

“Sometimes I didn’t know what my needs were, Karley and Elise always helped me work through the process of figuring things out.”

Through the process we balanced Jeni’s uncertainties and apprehensions with education, rationale and coaching to help get her un-stuck with some tough decisions.

“I felt completely heard and listened to, which are two totally different things…”

After the new visual identity was successfully designed and developed, it was onto revitalizing The RESTART® Program’s course materials from end to end. Along with, a complete kit of marketing tools, graphics and guidelines that the instructors would use to promote to prospective new clients.

“My bar for what I expect when it comes to professionalism [and working with a creative company] has now become ridiculously high.”

The last phase of the rebrand for Jeni was to create a new website that tied everything together to create a cohesive brand experience and powerful sales engine for her business.

We worked closely to analyze the existing marketing and sales funnel, identifying ways to improve the flow and conversion of both instructors and course participants. We simplified and strengthened each audiences’ website experience to ensure that enough of the right information was easily accessible. Finally, executing a complete website redesign to incorporate the new ‘look and feel’ creating a bright, engaging and contemporary design.


Impact

Revitalizing her program and business from end to end provided Jeni significantly increased revenue, boosted her program launches and provided the confidence she needed to begin charging a premium price for The RESTART® Program and future products and courses.

“What’s really valuable to me is that more and more I hear from instructors how amazing the course materials look. The way they are talking about and promoting the course and using the marketing materials is much more consistent. The RESTART® Program ‘stamp’ is on everything, and that’s what makes a great brand – repetition and recognition.”

Prior to the rebranding, the first intake of instructors was an evergreen process which occurred over 8 months resulting in 65 RESTART® instructors. The second launch, following the rebranding process, more than doubled the number of instructors in just 3 weeks. She held another launch late fall after the new RESTART® website went live and added yet another 72 instructors in a 4 week sales window. But 4 weeks didn’t prove to be enough time for some prospective new instructors!

Word had spread across America and throughout many different NTP & NTC communities – new instructors were raving about the program and its’ quality. At the request of several prospective new instructors, Jeni re-opened the sales window for one more week and signed another 20 instructors. Taking her to a grand total of 228, almost triple the number of instructors when we first began working with Jeni just 8 months earlier.

 

The Summary:

Original Pains/Challenges:
  • A name change was pending
  • Competitive products and programs were appearing and RESTART® needed to differentiate itself from lesser quality programs
  • The logo, course and marketing materials failed to represent the caliber of the program
  • The program had outgrown its first website
  • The client didn’t know what she didn’t know and needed coaching and guidance
How We Helped To Resolve The Pain:
  • Provided brand coaching and education throughout the process
  • Rebranded the program and all program materials
  • Broke the project down into manageable pieces for the client 
  • Optimized the website sales and information delivery process
  • Revised the website information architecture 
  • Designed & developed a new website
  • Developed brand guidelines to establish consistency
ROI:
  • 200% increase in certified instructors 
  • 100% increase in company revenue in 6 months
  • Increased confidence and pride on behalf of the business owner
  • Increased engagement and excitement with target audiences
  • Increased brand recognition and consistency in delivery

Praise:

The process of working with Karley & Elise was so positive. Each step of the process of creating The RESTART® Program’s brand identity was exciting and rewarding into itself. The final product brings such joy and pride. I couldn’t be happier with it.

 I don’t even know what my business, my life and my world would be like without the team at BIG BOLD BRAND!

~ Jeni Hall, NTP, The RESTART® Program

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