Dr Patricia Murugami is a large life & corporate who needed to share a clear & personal message for her growing multinational community through a personal website (see her personal & online coaching websites).
Potential Opportunities in the Project
- To create a clear & personal value proposition for her community
- To automate a lot of manual processes including online purchases & communication
- To streamline her customers’ payments for her books and memberships
The Transformation Process
- Step 1 — Identifying opportunities for growth
- Step 2 — Transforming her brand by creating a unique voice for each of her brands, Dr Patricia Murugami and Rise School
Long-Term Positive Impact
- Growing a loyal community with an organic, personal voice
- Scaling revenue with online content and subscriptions
- Getting more value from the clock with automation
- Creating a welcoming, impactful brand for long-term growth
About the Project
Dr Patricia Murugami is a corporate and life coach for people with a large multinational community, and a published author of her life hacking books, Rise and Pause.
Coming from a background of corporate accounting and auditing, Dr Patricia realised that more executives and people at her workplace needed to live fulfilling lives at work and beyond their desk. She founded Breakthrough Leadership Transformation (BLT) to help her growing community of corporate & social leaders achieve their goals through her coaching.
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As Dr Patricia’s reach grew, so did BLT and her community. She needed to share a clear & personal message outside BLT’s massive brand for her growing multinational community.
Why did Dr Patricia Murugami choose to rebuild her website?
- To create a clear & personal value proposition for her community
- To automate a lot of manual processes including online purchases & communication
- To streamline her customers’ payments for her books and memberships
At the time, BLT’s website had all the information that Dr Patricia and her team needed to share with their community, but it could not let them scale and reach their goals easily.
Additionally, growing a community of 4,000+ members meant more manual operations to manage office operations including coordinating customers’ purchases offline, monitoring her community members’ memberships, and sending email & offline communications to each one of them.
This was becoming an incredible hassle for her team, and her loyal & would-be community members.
The transformation process
Step 1 — Identifying opportunities for growth
- Highlighting the “Dr Patricia Brand” power with a simple, impactful strategy
- Separating the Dr Patricia (personal), Rise School (her online coaching platform) and BLT (parent) brands
- Building Rise School, an online coaching platform
- Automating online processes — emails, newsletters, purchases, and events — with e-commerce, e-learning, automated communication, and analytics
Dr Patricia’s community needed to feel a more personal connection to her.
After an extensive brand audit, we realised that Dr Patricia’s community needed to feel a more personal connection to her. This personal connection would help her reach more people anywhere without personally meeting them. She could help them grow better with her extensive knowledge and skills through online content and events.
Additionally, by automating BLT’s purchases & online communication with a robust e-commerce platform & smart mailing service, her team would be able to focus on important back office tasks.
Step 2 — Transforming her brand
First, we needed to identify the clear message that her new brand needed to communicate to her community. Over the next five months, we worked together online and in person to identify her brand voice. From meeting in person, reading into the language in her emails, and listening to testimonials about her, everything was important to understand her personality and goals with a personal perspective.
Each audience that would engage with Dr Patricia, Rise School or BLT would have a different goal, so we decided to separate the three brands to help create a unique message for each one.
Then, we set the websites up with robust, automated softwares (WooCommerce, Mailchimp and Flutterwave) to streamline purchases and communication. This way, Dr Patricia’s team would have more free time to handle more administrative office tasks, and both the team and their customers would get instant updates from the website about things they needed to know.
Long-term positive impact
Growing a loyal community with an organic, personal voice
Within two months after the launch, she experienced a 33% growth of her community to over 4,000+ online members in early 2022. This was from her online & offline events, personalised communication through Mailchimp, and an overall pleasant experience for all her website visitors.
This growth was also due to her solid investment into connecting one-on-one with her community over a decade.
Scaling revenue with online content and subscriptions
With an above-average conversion of 6% of her total traffic, it was easy to tell that her brand messaging & community’s loyalty encouraged more purchases and memberships by her community. A good e-commerce conversion rate is usually one between 1% and 4% of total traffic.
Getting more value from the clock with automation
With the new Dr Patricia and Rise School websites handling some of the customer interactions such as purchases, community memberships and online coaching, Dr Patricia and her team had more time to work on the business tasks focused on growing the brand and business.
Creating a welcoming, impactful brand for long-term growth
The most important goal for the brand updates were to improve the community’s experiences of interacting with Dr Patricia not only offline, but also online through her website. By creating a warm feel on the websites, it would be easy for her to create a welcoming first impression to new and existing community members who visited the websites.
Project information
Team
- Stephanie Kabi
- Ianson Kiriga
- Mercy Kabiria
- Michael Mutethia
What we did
- Website Design Strategy
- Brand Identity System
- Brand architecture
- Messaging
- Interface Design
- Website development
- Brand Messaging / Communications
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