How Resilient Child Sold Out Their Annual Conference in Just Two Weeks
Scouting Out the Best Ways To Reach a Wider Audience
When Anne Evans-Cazier returned to the JamboJon home base, she had no need of another website design or a brand overhaul. Her strong foundation felt secure. As a licensed clinical social worker, she had years of experience and a well-earned reputation in her fanny pack. More importantly, her mission to teach adults how to better support the emotional and behavioral needs of children mattered. Anne was eager to conquer a new frontier: an intentional, strategic, marketing strategy.
More than anything, Anne needed visibility to fill the seats of her retreat. She could toss a metaphorical net in the air on her own, but she needed an experienced guide to help her reach a wider audience of educators, therapists, and professionals. Those who knew Anne trusted the Resilient Child brand, but far more were in the dark about this new opportunity. In order to make this annual conference the linchpin of her business, Anne’s marketing demanded more than a few social posts and a flyer at the school district office. She needed to map out a strategy for true conversions.
Visibility Makes All the Difference
The best mentors won’t let you flounder on an unmarked trail. JamboJon introduced Anne to the Five-Contact Sales Strategy, a simple, powerful framework that drew from both behavioral psychology and entrepreneurial know-how. Consumers rarely take action after seeing your name once. However, the data shows that if they see you in multiple, meaningful places, across different platforms, you’re remembered. You’ve reached the peak of automatic credibility and trust.
The Five Contact Strategy connects with potential clients using at least five different methods: In-person touch points, tactile reminders, online content, consistent social media, and paid advertising. People felt like they saw her everywhere. It wasn’t spammy or scattered, but strategic enough to attract her crowd. Due to the surge in response, Anne’s annual conference sold out in just two weeks! One event reeled in the majority of her annual income for the year.
Key Features of Resilient Child's 5 Contact Strategy
In-Person Connection
A solid marketing campaign began by leaning into Anne’s in-person connections, the community presence she already had. She captivated the room, and word of mouth referrals helped spread the news.
Tactile Touchpoints
A potential client needs gentle nudges. We sent stunning postcards to each person on her contact list. This personalized, physical representation of Resilient Child could be pinned to a bulletin board or hung above a desk.
Social Media
Anne’s social media presence offered the drumbeat of credibility. People started seeing her name several times a week, always with some helpful tidbits. Her advice opened the door to newcomers who could relate to her viewpoints.
Online Content
We followed up on the postcards with a short series of emails. Digital reminders keep everyone in the loop. Her consistent content online provided a warm, open invitation to register for the conference.
Advertising
Paid advertising fuels your mission. When applied to the right platform, with your target audience in mind, the right people hear your message at the right time. A little paid advertising and PR go a long way.