Effective lead generation strategy using Subject-Matter Expert (SME) Courses results in 245% increase in client conversions and created an evergreen sales asset for All Hazards Consortium
" Client Due Diligence Fast" - AHC
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Executive Summary
All Hazards Consortium (AHC) is a non-profit organization that brings together public and private sector stakeholders to address and mitigate all hazards facing communities across the United States.
The AHC was founded in 2005 to promote collaboration between the public and private sectors in responding to all hazards. The AHC is a member-based organization that represents the emergency management, homeland security, and business communities. The AHC's members include state and local government agencies, private sector companies, and non-profit organizations.
Listen To The Overview
All Hazards Consortium (AHC) is a non-profit organization that brings together public and private sector stakeholders to address and mitigate all hazards facing communities across the United States.
Introduction
This case study outlines AHC's experience with the Storm School - A Trade School For Crisis Managers. These courses were conducted to support virtual exercises and summit events, and is designed to capture information and processes used by state and industry emergency managers to prepare, respond, and recover from disasters.
Background
In 2021, AHC recognizes the need for rapid training of new personnel in crisis leadership roles. "Go-to" individuals are leaving organizations at an alarming rate, which can have a significant impact on progress and stakeholder perception. Both the private and public sectors face these challenges and require seamless execution and preparedness to meet stakeholders' expectations.
In response, AHC launched the Storm School - a reliable platform for mentorship, learning, and networking to prepare organizations for real-world crises, offering insights from experienced professionals to help clients achieve success.
This unique trade course in the field of crisis management is designed to help organizations better understand the landscape of the subject-matter, regardless of their current level of experience.
STORM School
Online Courses : This instructor group was formed in March 2021 at the private sector's request to improve operational training for crisis managers, comprising former electric sector professionals with 40+ years of experience.
AHC identified a need for a forum that that leverages electric sector experiences, to learn from experts, close knowledge gaps, and ease experience transitions.
The courses consist of experienced subject-matter experts and supporting partners.
- The courses are open to all AHC members and non-members, with attendance requiring a paid registration.
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The courses typically consist of 5–6 modules and multiple videos, each focused on a different aspect of business resiliency.
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Topics covered in past courses have included communication strategies, checklists, mitigation efforts, use cases, case studies, and discussion with the instructors.
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These express style subject-matter courses were run to give organizations a taste of what to expect if they were as clients of the consultant group. Multiple people from multiple organizations had a chance to experience the courses.
Number of Instructors: 6+
Number of Courses: 6+
Conversion Rate: 17+%
Completion Watch Rate: 70%
Challenges
The AHC's mission is to promote the coordination of public and private sector resources to enhance the nation's ability to prepare for, respond to, and recover from all hazards. The AHC achieves this mission by facilitating communication and collaboration between its members and providing them with access to resources and information.
The AHC faced several challenges during its development and implementation, including:
- Limited resources - As a non-profit organization, AHC had limited resources to devote to their course development. The team had to work with a small budget and a limited staff, which made it challenging to develop and execute a comprehensive virtual event.
- Technical difficulties - Given the collaborative nature of the course instructors, AHC had limited experience with media & video production planning and execution. As a result, the team had to overcome several technical challenges, such as ensuring that all participants could access and engage with the courses in a secure members only area.
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Limited reach - Given the specialized audience of the subject-matter courses, AHC faced challenges in attracting and retaining a large audience for their course library to be a viable lead generation solution. The team had to develop effective marketing and outreach strategies to ensure that the course launch reached a broad audience.
"I was frustrated with the lack of results we were seeing from our high ticket consultancy. I knew that leadership was important for our organization, but I wasn't sure how to make it work for us."
- Tom Moran, CEO of All Hazards Consortium
Solutions
To address limited resources and technical difficulties in planning and executing their online courses, the AHC implemented strategic partnerships with industry experts, and robust marketing strategies through various channels.
They also worked with Tier1 Marketing Solutions to ensure that the technical aspects of the course were seamless and user-friendly.
- Strategic partnerships - AHC partnered with several experienced instructors with 40+ years of storm experience that already had established trust. These partnerships helped to increase the courses’ visibility and attract a larger audience.
- Collaborative planning - AHC collaborated with its partners, communication director, and subject-matter experts to plan and develop their course content. This approach allowed the team to leverage expertise and resources from multiple sources and develop a comprehensive and high-quality subject-matter course.
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Robust marketing - Tier1 Marketing Solutions developed a robust marketing strategy to promote AHC courses. The team used various channels, including advertisement (PPC), social media, email marketing, and targeted outreach to relevant prospects, to reach a broad audience.
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Technical support - AHC worked with Tier1 Marketing Solutions to ensure that the technical aspects of the course, such as Learning Management System (LMS) accessibility, course registration and payments were seamless and user-friendly.
"I was blown away by the results that we achieved with Tier 1 Marketing Solutions. Their team is incredibly knowledgeable and dedicated to their clients"
- Tom Moran, CEO of All Hazards Consortium
The Storm School courses are a valuable resource for AHC's lead generation strategy and stakeholders. Strategic partnerships and collaborative planning were used to develop a high-quality course that attracted attendees and demonstrated expertise, resulting in a 245% increase in client conversions and a 70% completion rate. This highlights the importance of leveraging multiple sources to create valuable content that generates leads and provides value to stakeholders.
Increased Lead Generation and Engagement
Leverage Industry Expertise to Create Valuable Resource:
245% increase in client conversions and 70% completion rate
AHC's Storm School platform resulted in a significant increase in client conversions and engagement. The courses, developed through collaborative planning and leveraging strategic partnerships, offered valuable insights from experienced subject-matter experts. The 70% completion rate indicates that attendees found the courses informative and engaging.
Professional development courses can add value to B2B organizations by providing attendees with valuable insights into relevant topics, networking opportunities with like-minded professionals, and enhancing their skill sets. This allowed AHC to build trust and credibility with potential clients, ultimately contributing to the sales process of their high ticket services and products.
Thanks to Tier 1 Marketing Solutions, we've been able to grow our organization's online brand audience. Their team really knows what they're doing when it comes to online brand marketing!. - All Hazards Consortium
Comprehensive and High-Quality Course Content
Collaborative Planning & Strategic Partnerships: Leveraging expertise and resources from multiple sources to create valuable content
In the highly competitive digital marketplace, building a strong online brand presence is essential for driving sales of high-ticket products and services. AHC's collaborative planning approach and strategic partnerships with industry experts and subject-matter experts to create high-quality courses showcase the value of leveraging multiple sources of expertise to create valuable content that supports the sales process.
The digital format of the course allowed AHC to overcome limited resource challenges and reach a larger audience while reducing costs associated with course creation. Additionally, Tier1 Marketing Solutions' robust marketing campaign helped the course reach a broad audience, resulting in a 23% conversion rate and a 70% replay watch rate.
Working with Tier 1 Marketing Solutions has been a game-changer for our organization. Thanks to their help, our brand is now more visible than ever before, and we're seeing a significant increase in brand recognition and loyalty. - AHC
A Valuable Resource for Prospects & Clients
Online Course as Lead Generation Strategy: Integral part of AHC's lead generation strategy and valuable resource
Online courses can streamline the sales process of high-ticket services and products by enabling prospects to quickly delve into the due diligence process. By reducing the amount of time prospects need to invest in planning to meet with you and learn about your solutions, courses can provide a convenient and efficient way for prospects to gain a deeper understanding of your offerings and move closer to making a purchasing decision.
At the end of the day, the ultimate goal of online brand marketing is to drive revenue for your organization. Our team will work with you to create an online brand strategy that helps you achieve your revenue goals.
Conclusion
In conclusion, AHC's Storm School online platform exemplifies how organizations can leverage expertise, partnerships, and marketing to generate leads and provide value to stakeholders. The valuable courses created by subject-matter experts resulted in a 245% increase in client conversions, while the collaborative planning approach and strategic partnerships created a high-quality course with increased visibility and audience. Effective marketing and outreach strategies promoted the courses to a broad audience, making them a crucial component of AHC's lead generation strategy and valuable resource for stakeholders.
At Tier 1 Marketing Solutions, we pride ourselves on delivering exceptional results for our clients, and we're committed to helping businesses succeed in the digital age. Whether you're looking to grow your social media audience, increase brand awareness, or drive revenue, we have the expertise and experience to help you achieve your goals.
Contact us today to learn more about how we can help your business succeed with online brand marketing.
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