The first couple of hours of the day was straight into the foundations. Who was Heist? Where did the words Heist Creative stem from? If Heist walked through the door as a person, who would they be?

The answers from this session lead to an immediate dissonance between how Heist was showing up now versus who Heist was meant to be. Nikki was ready to play big. We kept going back to the seven year itch, and for her, her business cells were evolving, wanting to grow into what they were always meant to be.

Words are powerful, how they are perceived even more so, so the hard hitting questions began to uncover what the brand really was.

New demographic meant new person we were targeting. This means our messaging needs to change to attract the right people. So we dove deep.

I asked a plethora of questions, challenged the answers to ensure that we were getting the creme of the crop. By the end of it, we wanted to make sure we were talking to the right person, who had the right motives, who was attracted by the right things. This all assists with the copy that you put on socials, website, emails. Your marketing doesn't become haphazard but super targeted where that person feels like you're talking directly to them.

From our brand session, we came to the realisation that if Nikki wanted to show up strongly in her brand, she was going to need to target a different demographic as she transisitioned from what people knew her to be, to what Heist is steadily evolving into. To find her ideal clients, brand definitely comes first, but without putting packages together that speak on their level, then it is a moot point.

We worked on what Heist's goals were for the next six months, including their revenue goal which would help fuel the other goals. We broke this down into months, and then broke it further down into how many of each package would she need to sell.

From there we mapped out what levers she would pull to gain the prospects that lit her soul on fire whilst also hitting her KPIs.

We mapped out the onboarding and offboarding experience for all packages. I had assisted in creating a retainer package for Heist, that would benefit those clients who were looking to get creative with their marketing, and put their brand first when creating collateral that converts.

I wanted to make it super clear where these clients would come from (point of acquisition) and how to make sure there was no lead leakage at every point in the customer's journey.

From there, we mapped out what programs and systems would need to be implemented to create a smooth and high touch experience.

This was a time for us both to get out of the room and let our brains breathe for a while. At this point we have just overhauled the entire business, expanded on her business model, created the blueprint she will use to implement all of the actionable steps.

We went out for lunch. One to get fresh air, but also a time to walk idly whilst all of the thoughts that we had uncovered were processing.

This is a great time to ask questions about anything we have already covered, to ensure everything we have done is thoroughly cemented to soon be turned into habits.

No matter if you have a team, your founder story is important to master. This will assist you when interviews, podcasts, or any sort of PR for the business.

It's good to have a long form story and a short form (helpful when networking). I knew this was important for Nikki to have as she noted this down in her intake form, so as part of her key messages that I curated, I also gave her a Founder story that she could tweak as she wished.

We used the last couple of hours going over content strategy, what posts would work where, what platforms would be best utilised and how.

We then had a huge brainstorm session on her launch campaign showcasing the transition and Heist Creative 2.0.

From ad creative, to hero piece to the social reels that would be used to promote it. Nikki left with a solid idea, and even left with some answers to how she would pull it off. In true Heist Creative style, video and photography is going to be essential, so I helped create a treatment (summary of production) and outlined scene by scene of the video itself.