For nearly 20 years, Mindful Change empowered individuals and couples to quickly and profoundly transform their lives, work, and relationships through a unique one-day process. Founder, Heather Elliott, was ready to take her company to a new category by reaching a broader audience with new services, including providing training to other practitioners. To do so, the company would need to reach a new kind of audience.
Elliott had tried several tactics to expand her audience, including new group-service offerings, content marketing, Linkedin marketing, email list nurturing, Facebook Live videos, and more. None of the efforts resulted in leads or new business and Elliott felt stuck about how to proceed.
Our strategic Essential Story process crystallized the company’s position, differentiation, purpose, and focus beyond, illuminating the path from providing one-on-one coaching to broadening the scope. We rolled out the new strategy with a re-branding exercise (modified name, new logo, look and feel), as well as a new website (experience, design, and content).
“The Essential Story process was like a portal to new business that has enabled my company to attract different clients, partners, and associates and take Mindful Change to a new level. I knew I needed help to articulate Mindful Change as I envisioned it, but little did I realize that Phrase Strategy’s services would lead to entirely new opportunities. It empowered me by taking the mystery out of my brand and replacing it with clarity, professionalism, and gravitas – all necessary to attract a different client. At the same time, it is true to the essence of me and my company: grounded in a spiritual foundation.”
– Heather Elliott, President & CEO, Mindful Change Centre