For owners and marketing managers who are doing marketing but aren’t sure what’s working. Each week: a 30-minute video lesson from ActionCOACH founder Brad Sugars, an hour with your coach and the group, and one more section of your own marketing plan. By week 12 you have the whole plan, and the habits to run it.
Small groups of six to twelve, so every plan gets attention.
Your businessMarketing plan
01Marketing maths
02Ideal customer
03Brand & journey
04Margins & average sale
05Conversion
06Repeat business
07Social media
08Website & SEO
09Direct marketing
10Relationships
1190-day calendar
12Metrics & review
12 months planned
Spray and pray
Doing marketing. Not sure what’s working.
A bit of social media here, an ad there, a new website last year. Leads arrive in waves, nobody knows what one costs, and the platforms keep changing. It isn’t your fault: you’re an expert in your business, not a marketing strategist.
Marketing can be learned and systemised. That’s what the twelve weeks are for.
“We’re doing marketing. We’re just not sure what’s working.
“There’s no real plan. Just activity.
“One month we’re swamped, the next the phone barely rings.
“The agency sends reports. The bank balance doesn’t agree.
Where marketing money leaks
Spray-and-pray spending
Feast-or-famine leads
No idea what a lead costs
Social media, no enquiries
A website that doesn’t sell
Past customers never hear from you
Marketing self-check
Engineered, busy, or spray and pray?
Tick every statement that is true of your marketing today. It takes a minute, and your answers stay on this page.
EngineeredBusySpray and pray
Your result
Tick what’s true to see where your marketing sits
From engineered, through busy, to spray and pray.
0 / 8 · Engineered
Your marketing already runs on a plan
Few signs of guesswork. The MasterCLASS can still sharpen your plan and help you scale what works.
0 / 8 · Busy
Plenty of activity, not enough system
A written plan and the numbers behind it will show you what to keep, what to stop and where to spend next.
0 / 8 · Spray and pray
Spending time and money, hoping something sticks
That isn’t a lack of effort. It’s a missing plan, and building one, a section a week, is exactly what the twelve weeks do.
Get laser-focused on who you serve best, what they want and how to attract more of them.
What you’ll cover
Who you serve best
What they want, and why they buy
Targeting and segmentation
Attracting more of the right customers
Your plan this weekYour target market and segments.
Foundations · Week 3 of 12
Brand, Differentiation and the Customer Journey
Stand out with a clear reason to choose you and a customer experience that converts.
What you’ll cover
SWOT
Your unique value proposition
Brand positioning
A customer journey that converts
Your plan this weekYour SWOT, competitors and unique value.
Profit levers · Week 4 of 12
Boosting Margins and the Average Sale
Increase profitability by pricing, bundling and cross-selling the smart way.
What you’ll cover
Pricing with confidence
Bundles and packages
Cross-selling and up-selling
Protecting your margins
Your plan this weekYour pricing, bundles and offers.
Profit levers · Week 5 of 12
Conversion Rate and the Sales Process
Turn more leads into paying customers by sharpening your offer, follow-up and process.
What you’ll cover
An offer worth saying yes to
Follow-up that converts
Your sales funnel
Turning more enquiries into customers
Your plan this weekYour sales funnel and follow-up.
Profit levers · Week 6 of 12
Repeat Business and Customer Loyalty
Keep customers longer and buying more, using Brad Sugars’ Ladder of Loyalty.
What you’ll cover
Keeping customers longer
Getting them to buy more often
The ladder of loyalty
Rewarding loyalty
Your plan this weekYour loyalty and repeat-business plan.
Lead channels · Week 7 of 12
Social Media Strategy
What works, and what doesn’t, when you use social media to generate leads.
What you’ll cover
Choosing the right platforms
Content that brings enquiries
What to stop doing
Measuring social results
Your plan this weekYour social media strategy and content.
Lead channels · Week 8 of 12
Website and SEO That Works
Get found online with basic, effective SEO and a website that turns visitors into enquiries.
What you’ll cover
A website that converts
Basic, effective SEO
Getting found locally
Turning visitors into enquiries
Your plan this weekYour website and search plan.
Lead channels · Week 9 of 12
Direct Marketing: Email, Mail and Phone
Powerful traditional channels, still effective when done right.
What you’ll cover
Email marketing
Direct mail
Phone and direct calls
Offers and scripts that get a response
Your plan this weekYour direct campaigns: email, mail and phone.
Lead channels · Week 10 of 12
Referral and Relationship Marketing
Build strategic alliances, tap into networks and boost word of mouth.
What you’ll cover
Strategic alliances
Networks and associations
Word of mouth
A referral system
Your plan this weekYour referral partners and alliances.
Plan and measure · Week 11 of 12
Your 90-Day Marketing Calendar
Pull it all together into a tactical, easy-to-follow campaign calendar.
What you’ll cover
Pulling the plan together
Campaign planning
Your 90-day calendar
Making every channel work together
Your plan this weekYour integrated marketing calendar.
Plan and measure · Week 12 of 12
Marketing Metrics and Review
Graduation week: track, measure and improve performance, and stay accountable.
What you’ll cover
What to track
Reporting and data
Return on marketing spend
A monthly review rhythm
Your plan this weekYour marketing dashboard, and the finished plan.
The language of marketing that works
The 5 Ways
Ideal customer
UVP
SWOT
Ladder of loyalty
The 6 Ps
10×10 content
Cost per lead
Conversion rate
ROI
Some of it sounds technical today. By week 12 it’s in your own plan, in your own words.
The deliverable
What’s in your plan by week 12
Not a generic template: your plan, for your business, built a section at a time. A document you can share with your team, your partners or your agency.
Mission and marketing objectivesWhat every decision is measured against.
Market analysisYour market, honestly sized up.
SWOT and competitorsWhere you win, and against whom.
Customers and collaboratorsWho buys, and who helps you sell.
Goals, vision and SMART objectivesTargets you can track.
Target market and segmentsThe right people, precisely defined.
Your marketing mixProduct, price, place, promotion, people, presentation.
Direct, online and social strategiesThe channels that suit your customers.
Marketing toolsWhat you need to run it.
ContentIncluding the 10×10 rule.
Offers and scriptsDesigned to get a response.
Integrated marketing calendarEvery channel, mapped month by month.
All mapped into a 90-day calendar you can start on the week after you graduate.
Measured, not hoped for
Know what’s working, and prove it
Marketing shouldn’t be a mystery. You learn to measure the numbers that matter, so every rupee goes where it earns the most.
1LeadsHow many, and where each one came from
2Conversion rateHow many leads become customers
3Repeat businessHow often customers come back
4Average saleWhat each sale is worth
5MarginsThe profit in every sale
6Return on spendWhat each rupee of marketing brings back
1
2
3
4
5
6
7
8
9
10
11
12
Before week 1BaselineA short survey of how clear your marketing is today, and the numbers you start from.
Week 11The calendarEverything pulled together into a 90-day campaign calendar.
Week 12ResultsA closing survey, your finished 12-month plan, your dashboard, and graduation.
Every week: one more section of your plan, reviewed with your coach.
Twelve weeks from now
From guesswork to growth
What we work towards with every business. How far yours goes depends on carrying out the plan you build.
Marketing today compared with what the MasterCLASS works towards
Area
Today
What we work towards
The plan
Activity, not a plan
A written 12-month plan and a 90-day calendar
Leads
Feast or famine
A steadier, more predictable flow
Spending
Spray and pray
Invested where the numbers say
Your message
Sounds like everyone else
A clear reason to choose you
Your website
A brochure online
Built to turn visitors into enquiries
Customers
Buy once and drift away
Come back, and refer others
Reporting
Gut feel
Your numbers, reviewed every month
Who it’s for
For whoever owns the marketing results
Whether that’s you, your marketing manager or both, and whether the business is struggling or already doing well.
Business ownersWho want more leads, better conversion and a marketing engine that repeats.
Marketing managersResponsible for results, and ready to move from reactive to strategic.
Businesses already doing wellReady to break through a plateau and scale what already works.
Two ways to join
In-house group
Bring your marketing team
A private group for your owners, managers and marketing staff, building one plan together for one business.
Every month without a plan is another month of marketing spend you can’t measure. One fee per participant covers the whole program.
12 video lessons from Brad Sugars, one a week
12 one-hour group sessions with your ActionCOACH coach
A weekly workbook for your takeaways and actions
Your marketing plan, completed section by section
Templates and frameworks for every section
A 90-day marketing calendar
Surveys before you start and at the end
A small group of six to twelve for peer ideas
Investment per participant: On request · Book a free 15-minute strategy call and we’ll share the fee with the next batch’s dates, format and coach · Several people from one business? Ask about an in-house group.
Your coaches
The coaches who run it
Every ActionCOACH TNPY coach runs the 12-Week Marketing MasterCLASS. Each batch names its coach.
No. It is built for owners who are experts in their business, not in marketing, and for marketing staff who want structure. You learn it a step at a time and apply it as you go.
We already use an agency. Is it still useful?
Yes. With your own plan and numbers you can brief an agency clearly, judge its results and stop paying for what doesn’t work, without relying on it for everything.
What will I have at the end?
A complete 12-month marketing plan written for your business, a 90-day calendar to start on, the numbers to track and the habit of reviewing them.
How much time does it take each week?
A 30-minute video, a one-hour session with your coach and group, and time on that week’s section of your plan and the marketing it describes.
Is it in person or online?
Both work. The video lessons are online, and the weekly session runs in person or online depending on the batch.
How big are the groups?
Six to twelve participants: enough businesses for fresh ideas, small enough for every plan to get attention.
Can my marketing person attend instead of me?
Yes. Marketing managers and coordinators are a natural fit, and several people from one company can attend together.
What if I fall behind?
Keep coming to the sessions. Progress beats perfection, and your coach will help you catch up on your plan.
How much does it cost?
The fee is per participant and on request. Book a free 15-minute strategy call and we’ll share it with the next batch’s dates, format and coach.
12-Week Marketing MasterCLASS
Stop gambling on marketing. Start engineering growth.
Fifteen minutes with an ActionCOACH TNPY coach on your marketing today and whether the MasterCLASS is right for your business. Ask anything; there’s no obligation.
Tell us about your marketingWhat you do today, and what you wish it delivered.
Your 15-minute callAt a time that suits you, with your questions answered.
A clear next stepIf it fits: the next batch’s dates, format, coach and fee, or an in-house group for your team.
