CASE STUDY

Creating A Leadership Program That Becomes A Fixture In The Customer Onboarding Process

Identified as a key driver of adoption missing from the onboarding process, I created a multi-touch campaign centered around a program to engage our clients’ various leadership populations.

As influencers, this program encourages team members to activate their benefits — and boosts engagement for the platform. 

I saw we were missing opportunities to clearly showcase the direct benefits of LifeGuides for this key population and their teams. My strategy illustrated empathy and understanding for the leaders’ many responsibilities, armed them with current workplace topics, and gave them actionable, repeatable tools to engage their team.

Results

  • 99% adoption of platform by leaders who attended training 

  • Created uptick in scheduled appointments

  • 0% Abandoned Cart issues

  • Decreased client churn

  • Became a permanent fixture in the customer hand-off process

  • Leaders saw its value in cultivating their EQ and relationships with the team

  • LifeGuides’ Sales Team pointed to this program as a value-add in cultivating prospects

“I’ve been selling to brokers and insurance partners for decades, and this program and its GuideBook are among the best, most compelling features I’ve seen in a long, long time.”

— LifeGuides salesperson in an all-hands meeting

The campaign included the following elements:

  • 30-minute interactive Virtual Event supported by Pre- and Post-Event Email Sequences

  • Quickstart Takeaway Guide for easy reference and recap of the training event

  • Robust 10-page GuideBook / Workbook for leaders to take a deeper dive into team needs & support

  • Other collateral materials, templates, and tools to facilitate Referral and Registration

  • An overview video available on-demand

The program further aligned with the branding of our other client success activities, including LifeGuides Connect. It was also my brainchild to be more central to the company’s mission and offering.

  • Additional collateral pieces were provided

  • Monthly webinar series was offered

  • Newsletters, Blogs, and other (educational) content were created

  • As needed, Connect events were planned on-site