Marketing Audit & Strategy
A comprehensive analysis of WholePoint's current brand presence with actionable recommendations to capitalize on the Hyde House opportunity and drive corporate visibility.
Executive Summary
The Core Problem
WholePoint has a strong foundation with a polished website, impressive client roster, and unique methodology. However, there's a critical visibility gap preventing you from capitalizing on opportunities like the upcoming Hyde House workshop—which will introduce you to 900 members on their marketing list.
The Bottom Line
Your brand exists but isn't discoverable. When prospects investigate you after a workshop or referral, they'll find a professional website but zero social proof, recent activity, or thought leadership. This creates doubt about whether you're actively practicing.
Immediate Priority
Establish consistent content presence on Instagram and LinkedIn within 2 weeks to support the Hyde House opportunity and future corporate leads.
Current State Assessment
What's Working
- Professional, polished website
- Strong value proposition: "Uncover the unseen"
- Impressive client roster (Salesforce, J&J, Bank of America)
- Clear service offerings
- 20+ years Fortune 500 experience
- Unique Neuroleadership positioning
Critical Gaps
- Inconsistent social presence (188 IG followers, last post June 2025)
- No compelling lead magnet to capture prospects
- No client testimonials with faces/names/video
- No video content showing your facilitation style
- Limited corporate sales collateral
- Weekly newsletter exists but lacks strategic lead generation
Opportunity Cost
- 900 Hyde House members receiving info about you
- Some will look you up and find sporadic posting
- No momentum or narrative across content
- Newsletter lacks strategic lead capture system
- Missing "wow factor" resource to share
- No clear path from interest to engagement
What Prospects Are Looking For
Current Trust Score: 1/8
You have the foundation (website), but missing 7 critical trust signals prospects need to see.
What Prospects Are Really Looking For
"If you were somebody looking at Whole Point right now and didn't know me at all, what would you be looking for?"
Here's what a skeptical prospect wants to see when they discover your brand—whether through Hyde House, a referral, or Google search:
Proof You're Currently Active
Recent, consistent posts showing you're engaged in this work right now—not sporadic updates that make prospects wonder if you're still practicing.
People Like Me
Photos and testimonials from professionals in my industry or role who've worked with you and achieved results.
Your Facilitation Style
A video of you teaching, speaking, or leading so I can assess if I'd connect with your energy and approach.
Tangible Value Upfront
A free resource, framework, or insight that demonstrates your expertise before I commit to a call.
Clear Next Steps
Exactly how to work with you, what it costs (or investment range), and what outcomes to expect.
Social Proof at Scale
Not just client logos, but numbers—"I've worked with 50+ executives at Fortune 500 companies" or "My clients report 40% improvement in team engagement."
The Reality Check
Right now, prospects find #5 (your website with clear services). But they're missing #1, #2, #3, #4, and #6 entirely.
When Hyde House members receive information about you and look you up, they'll wonder: "Is she still actively practicing? Can I trust her? What's she really like to work with?"
That's the gap we need to close—immediately.
Why This Matters for Hyde House
The Opportunity
- 900 members on Hyde House's marketing list
- They'll receive communications featuring you
- Subset will attend workshop and hear you present
- Many will look you up on social afterward
- Some work at companies needing leadership training
- Hyde House's credibility transfers to you
The Risk
- They find dormant social accounts
- No recent proof you're actively consulting
- Can't share your content with their boss/team
- Memory of workshop fades without follow-up
- They hire someone else who "looks" more active
The Solution
- Activate social presence in next 14 days
- Create 6 trust signals prospects need
- Make it easy to follow, share, and remember you
- Provide clear path from interest to engagement
- Turn workshop into ongoing visibility machine
The Hyde House Sprint: Next 14 Days
With 900 Hyde House members about to receive information about your workshop and brand, here's your focused 2-week action plan to maximize this exposure.
Days 1-3: Infrastructure
Days 4-7: Content Creation
Days 8-10: Content Blitz
Days 11-14: Pre-Workshop
Instagram Profile Optimization
Bio: "Executive Performance Consultant | Neuroleadership Expert | Helping leaders unlock potential & build high-trust cultures | Tampa, FL 🌴"
Link: Linktree/Stan with website, booking calendar, free lead magnet
Highlights to Create:
- Services (what you offer)
- Client Wins (testimonials & transformations)
- Resources (free tools, frameworks)
- About Jenn (your story & credentials)
LinkedIn Profile Enhancement
Headline: "I help leaders transform from the inside out using Neuroleadership + proven frameworks | Executive Performance Consultant | Founder, WholePoint Consulting"
About Section: Tell your story—why you do this work, your unique approach (Neuroleadership + Polyvagal + Archetypes), who you serve best (C-suite, executives, leadership teams)
Featured Section: Add website, resources page, upcoming workshops, lead magnet, video introduction
Action Items:
- Request recommendations from 5-10 past clients immediately
- Update experience section with specific client outcomes
- Add skills: Neuroleadership, Executive Coaching, Organizational Development, etc.
First Content Posts (What to Share)
First 3 Instagram Posts:
- Post 1: Personal introduction - "I'm Jenn—Here's why I do this work" with your photo and story
- Post 2: Educational value - "Nervous System Regulation for Leaders" (relevant to workshop)
- Post 3: Social proof - Client testimonial or transformation story
First 3 LinkedIn Posts:
- Post 1: Announce Hyde House workshop + what attendees will learn
- Post 2: Leadership insight about nervous system regulation/New Year mindset
- Post 3: Behind-the-scenes workshop prep + invitation to connect
Quick-Win Assets to Create
- Lead Magnet: Choose from options below - this is your highest priority asset
- Testimonial Graphics: Design 3-5 quote graphics from existing client feedback using Canva
- Video Introduction: 60-90 second video explaining your approach (record on phone, keep it natural)
- Corporate One-Pager: Services overview with outcomes and investment ranges (PDF download)
🎯 Lead Magnet Ideas (Choose 1-2 to Create)
The Goal: Create an irresistible free resource that demonstrates your expertise, captures emails, and positions you as THE expert for transformation-focused leadership. This isn't just a nice-to-have—it's how you turn workshop attendees into leads and Instagram followers into clients.
🔥 High-Impact Options (Recommended)
1. "The Hidden Costs of Unconscious Leadership" Assessment
Format: Interactive PDF or online quiz (8-10 questions)
What it does: Leaders answer questions about their team dynamics, get a personalized score + insights about what's costing them (disengagement, turnover, lost productivity). Each result includes a $ figure and action steps.
Why it works: Self-assessments are addictive to take and share. Quantifies their problem. Positions you as the solution with data-driven credibility.
Follow-up: Email sequence with deep-dive tips for each "cost area" they scored high on
2. "The Neuroleadership Playbook: 5 Brain-Based Strategies That Transform Teams"
Format: Beautifully designed 12-15 page PDF guide
What it includes: Brief intro to Neuroleadership + 5 practical strategies leaders can implement this week (nervous system regulation, psychological safety triggers, decision-making under stress, etc.) with real examples
Why it works: Establishes you as an expert in a niche, science-backed methodology. Actionable = high perceived value. Corporate-friendly language. Shareable with teams.
Follow-up: Email series with client case study for each strategy
3. "From Surviving to Thriving: The Leader's Guide to Nervous System Regulation"
Format: Video + PDF combo (3-5 min video + 2-page worksheet)
What it includes: You teaching 3 regulation techniques leaders can use before high-stakes moments (meetings, presentations, difficult conversations) + worksheet to track their practice and results
Why it works: Video lets prospects see your facilitation style and energy. Directly relevant to Hyde House workshop topic. Tactical and immediately useful. Builds personal connection.
Follow-up: Check-in emails asking how techniques are working, offering advanced strategies
📊 Corporate-Focused Options
4. "The ROI of Conscious Leadership: A Business Case Template"
Format: Editable Excel/Google Sheets template + instruction guide (PDF)
What it does: Helps HR/L&D professionals calculate the financial impact of leadership development (retention cost savings, productivity gains, engagement score improvements, reduced conflict costs)
Why it works: Solves a real pain point (getting budget approval from finance). They'll associate you with ROI-driven, business-minded leadership development. Perfect for champions who need to sell your programs internally.
Bonus: Offer a "personalized ROI consultation" as the next step
5. "The Transformation Roadmap: 90-Day Plan for High-Trust Leadership Culture"
Format: One-page visual roadmap + implementation checklist (can be interactive PDF)
What it includes: Week-by-week plan showing how to shift from reactive/transactional to conscious/transformational leadership culture. Includes milestones, quick wins, and success indicators.
Why it works: Shows prospects the journey and makes transformation feel achievable. Easy to share with executives. Positions your programs as the implementation vehicle. Reduces "where do we start?" anxiety.
⚡ Quick Win Option (Can Create in 2-3 Hours)
6. "5 Questions Every Leader Should Ask Their Team This Week"
Format: Simple, elegant one-pager (could also be Instagram carousel or LinkedIn post series)
What it is: 5 powerful questions that surface hidden team dynamics + brief explanation of why each matters + what to listen for in responses + what the answers reveal
Why it works: SUPER easy to create—you can knock this out this afternoon. Immediately usable. Highly shareable ("Try these with your team!"). Gets them practicing your methodology without commitment.
Perfect for: Instagram posts, LinkedIn carousel, Hyde House workshop handout, email signature link
💡 What About a Corporate Brochure/Services PDF?
The Reality: Traditional corporate brochures (services overview PDF, capability statements) are table stakes—you need them for RFPs, formal inquiries, and "send me more info" requests. But they're not "sticky" or shareable in the way lead magnets are. They don't generate inbound interest or get forwarded around social circles.
The Strategy: Create BOTH, but use them differently:
- Lead with value: Educational resource (options 1-6 above) that demonstrates your expertise and captures emails
- Follow with credentials: Corporate services PDF for prospects already interested who need details for decision-making
Recommended Path: Start with options #1, #2, or #3 for lead generation and trust-building. Create corporate one-pager later this month for closing conversations. The lead magnet opens doors; the services PDF closes them.
✅ Implementation Steps
- Pick 1 lead magnet to create first (recommend #1, #2, or #6 based on time available)
- Block 4-6 hours on your calendar this week to create it (or assign to designer)
- Add to all platforms: Website homepage, Instagram bio link, LinkedIn featured section, email signature
- Promote at Hyde House: Mention it during workshop ("Want to dive deeper? Download my free [resource name]...")
- Create content around it: Break the lead magnet into 5-10 social posts to drive downloads
- Track downloads: Use ConvertKit or Mailchimp to see who's downloading and trigger follow-up sequence
💰 ROI Note: A well-crafted lead magnet can generate 20-50 email signups per month once promoted consistently. If just 10% of those book consultations (2-5 calls/month), and 20% of those close (1 client every 2-3 months), you've added $30K-$50K+ annually from one asset. Worth the 4-6 hour investment.
Long-Term Marketing Strategy
Building momentum over 3-6 months to establish thought leadership and drive consistent corporate leads.
Phase 1: Foundation
Weeks 1-2
- Execute Hyde House Sprint
- Establish social presence
- Create core assets
- Build content library
Phase 2: Momentum
Weeks 3-8
- Consistent posting schedule
- Launch email newsletter
- Publish blog content
- Secure speaking opportunities
- Develop case studies
Phase 3: Scale
Months 3-6
- Video content series
- Podcast appearances
- Media features
- Strategic partnerships
- Paid advertising (optional)
Content Marketing Engine
Instagram Strategy (3x per week)
Content Pillars:
- Educational Posts: Leadership frameworks, nervous system regulation tips, archetype insights
- Behind-the-Scenes: Workshop prep, client session insights (anonymized), tools you use
- Thought Leadership: Hot takes on toxic leadership, burnout, transformation vs. training
- Social Proof: Client testimonials, transformation stories (with permission)
Story Strategy (Daily):
- Morning: Inspirational quote + leadership insight
- Midday: Q&A, polls about leadership challenges
- Evening: Behind-the-scenes of your work/life
Hashtag Strategy: Mix broad (#ExecutiveCoaching #LeadershipDevelopment) and niche (#Neuroleadership #ConsciousLeadership #PolyvagalTheory)
LinkedIn Strategy (2-3x per week)
Content Calendar:
- Monday: Leadership insight or framework
- Wednesday: Client success story or case study (anonymized)
- Friday: Weekend reflection or question for network
Engagement Strategy:
- Comment thoughtfully on 5-10 posts daily from target audience
- Join and participate in relevant LinkedIn groups
- Connect with prospects after workshops and speaking events
- Share insights in industry-specific conversations
Email Marketing Optimization
✓ You already have: Weekly newsletter going out consistently. This is huge! Now let's optimize it for lead generation and conversion.
What to Add: Welcome Sequence (5 emails over 2 weeks)
When someone downloads your lead magnet or subscribes, they should receive:
- Day 1: Welcome + deliver lead magnet + set expectations
- Day 3: Your story + unique approach (Neuroleadership, transformation focus)
- Day 6: Client success story (real transformation with specific outcomes)
- Day 10: Framework/tool they can use immediately
- Day 14: Invitation to book consultation + what to expect
After this sequence completes, they roll into your weekly newsletter.
Weekly Newsletter Enhancements:
- Add clear CTA: Every newsletter should have one next step (book consultation, download resource, reply with question)
- Include social proof: Rotate in client testimonials or mini case studies
- Make it shareable: "Know a leader who needs this? Forward this email!"
- Track engagement: See which topics get highest opens/clicks and create more of that content
Lead Capture Strategy:
- Add newsletter signup to website homepage (above the fold)
- Promote lead magnet in every newsletter ("New here? Start with [resource]")
- Include newsletter link in Instagram bio and LinkedIn featured section
- Mention it at Hyde House workshop
- Goal: Grow list by 25-50 subscribers per month
Thought Leadership & Media
Podcast Strategy:
- Pitch yourself to 10 business/leadership podcasts
- Share your unique Neuroleadership + Polyvagal approach
- Discuss transformation stories (anonymized)
Speaking Opportunities:
- Offer free workshops to professional associations
- Speak at local Tampa business events
- Host webinars for target industries
Media Outreach:
- Pitch articles to Tampa Bay Business Journal, Inc., Forbes
- Offer expert commentary on leadership/workplace topics
- Goal: 2-3 media features in next 6 months
Social Proof Amplification
Testimonial Campaign:
- Email 20 past clients requesting video testimonials
- Offer $50 Amazon gift card incentive
- Goal: 5-10 video testimonials for website and social
- Feature testimonials highlighting specific transformations
Case Study Development (Quarterly):
- Document 1-2 client transformations per quarter
- Include: Challenge, Approach, Outcome (with metrics)
- Publish on website and promote via social
LinkedIn Recommendations:
- Request from all recent clients
- Highlight specific outcomes and unique methodology
- Goal: 15-20 recommendations within 3 months
Success Metrics & Tracking
How to measure marketing effectiveness and ensure ROI from your investment.
North Star Metric
Qualified Consultation Requests per Month
Metrics by Category
Awareness Metrics (Are people finding you?)
- Instagram Followers: Target 500+ in 3 months
- LinkedIn Connections: Target 200+ new connections in 3 months
- Website Traffic: Target 500+ monthly visitors
- Profile Views: Instagram & LinkedIn profile views trending upward
- Google Search: Ranking for "Tampa executive coach," "Neuroleadership consultant"
Engagement Metrics (Are they interested?)
- Instagram Engagement Rate: Target 3-5% (likes, comments, saves)
- LinkedIn Post Impressions: Target 1,000+ per post
- LinkedIn Engagement: 50+ reactions/comments per post
- Email Open Rate: Target 25-35%
- Email Click Rate: Target 3-5%
- Lead Magnet Downloads: Target 20+ per month
- Story Views: 20-30% of followers viewing stories
Business Metrics (Are they converting?)
- Consultation Requests: 5-10 per month (North Star)
- Source Tracking: How many came from Instagram, LinkedIn, website, referral?
- Closed Deals: 1-2 new clients per quarter attributed to marketing
- Client Acquisition Cost (CAC): Marketing spend ÷ new clients acquired
- Customer Lifetime Value (LTV): Average revenue per client over relationship
- LTV:CAC Ratio: Target 3:1 or higher (every $1 spent returns $3+)
- Referral Rate: Percentage of new clients from existing client referrals
Monthly Reporting Dashboard
Track These Numbers Every Month
Milestone Targets
End of Month 1
- Instagram: 100+ followers
- LinkedIn: 50+ new connections
- Website: 150+ visitors
- Email List: 25+ subscribers
- Consultations: 2-3 requests
End of Month 3
- Instagram: 300+ followers
- LinkedIn: 150+ new connections
- Website: 400+ monthly visitors
- Email List: 75+ subscribers
- Consultations: 5-7 per month
- New Clients: 1-2 closed deals
End of Month 6
- Instagram: 500+ followers
- LinkedIn: 300+ new connections
- Website: 600+ monthly visitors
- Email List: 150+ subscribers
- Consultations: 8-10 per month
- New Clients: 3-5 closed deals
- Revenue Impact: $100K+ from marketing-sourced clients
When to Pivot or Double Down
After 3 months, review metrics. If consultation requests are below 3/month, adjust messaging or content strategy. If above 7/month, increase marketing investment and scale what's working.
Let's Make This Happen
The Hyde House opportunity is your moment. 900 members about to receive information about you and what you offer. Let's make sure when they look you up, they find a brand that's worth remembering, following, and hiring.
Next Steps
- ✓ Review this strategy together
- ✓ Decide on DIY vs. outsourced approach
- ✓ Start the 14-day sprint this week
- ✓ Track progress with weekly check-ins
The Opportunity
With 900 members receiving Hyde House communications about you, even converting 1-2 into corporate clients could generate $60K-$200K in revenue. That's worth investing time and resources to get this right.
You've Got This
You already have the expertise, methodology, and track record. We're just making sure the world can see it. Let's get started.