Coaching and consultancy
A clear positioning rather than a run-of-the-mill coaching programme
At a glance
In figures
6 weeks
until the new positioning
3
clear core messages developed
1
unified market presence instead of arbitrary individual offers
The challenge
MSC Coaching offered a burnout-prevention programme called «mi coach bin ig» that barely stood out from other coaching offers in how it was perceived – even though the concept itself was unusual: a combination of online training in Swiss German and personal coaching with Martin Studer as the face of the offer. Without a clear positioning, enquiries were often decided on price rather than value, both for corporate and private clients.
The strategic approach
The starting point was an analysis of existing marketing activities. LinkedIn was already the key channel: around 200 potential clients were approached there every week, 95 percent of them in leadership positions – the B2B potential existed but wasn't structured yet.
From there, the positioning was sharpened through targeted analytical questions: who is the audience really, what problem does the coaching solve, and what sets «mi coach bin ig» apart from interchangeable offers. One aspect mattered above all: many clients are going through critical periods in their lives – that shaped every marketing decision, from tone to channel choice.
The technical implementation
The analysis led to a new marketing positioning with clear core messages, which MSC Coaching has consistently communicated ever since.
On top of that, concrete next steps were defined: building a content-marketing system with blog and video content, a funnel concept for lead generation, and webinars as a personal touchpoint ahead of the actual coaching.
What the customer says
I got to know and appreciate Francisco whilst working on a marketing project. His analytical approach and the creative ideas that stem from it are of inestimable value to me and my company in terms of our future development. I was impressed by Francisco’s professional attitude.
Martin Studer
Owner, msc coaching GmbH
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