YOUR STORY

With the expansion and new building on the horizon and needing new members, the biggest pain will be watching things slip through the cracks, losing potential sales, and ultimately hurting the existing member's experience as we play defense. We want this process to be done with your approach and collaboration. As we learn more, tweaks will need to be made. We want to fix the leaky bucket by keeping it human, gathering feedback, sharing ideas and turning them into action.​

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Ideally, this forces everyone on the team to go beyond being great at what they do to becoming more of a leader and finding zones of expertise. Our goal is to do our thing well while enabling everyone to see these actions as useful and DIY-based, too. It's about connection and creating a valuable experience for the members to future-proof CFG as it grows.

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Below is a highlight of what each thing does to create these outcomes.

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TEAM WORKSHOP

Here, the Myelin and CFG teams come together for ideas around what's working, what isn't, what we change, and who can handle each thing. This will shape systems, videos, and websites and ensure everyone has bought into the project. A good website and video system should enable everyone to support the brand better.

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VIDEO SYSTEM

In short, these will be simple talking head videos to populate the website, email automation, social media, and other needs. The current website is information-heavy and personality-light. We all know the special sauce of CFG is the people there. The website doesn't match. Additionally, with new leads, we need to vet smarter and faster and deliver wins. Videos should go deeper, be personal, deliver value, and have that message come from the right person. This should decrease no-shows, create more comfort walking in the doors, differentiate CFG, and educate them on what to expect.

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It's important to be creative and put ourselves in the potential member's shoes and think about what might be holding them back and what CFG does better than the rest. Help them make the decision confidently. Make them the experts on your brand.

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WEBSITE

We will take what's there and merge it with Wix for a collaborative and easy-to-use experience. We can invite collaborators so CFG maintains control and updating capabilities. Our main focus will be matching the brand, getting clear on copywriting, reducing copy to the essentials, bringing more video that speaks to potential customers, and making it a tool to enhance the experience of new or existing members. 

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We will take an iceberg approach, meaning that on the surface, people will see the essentials, and below the surface will be hidden resources. This will help declutter the site, present the best self, and walk people through a clearer step-by-step system. Ideally, this also helps with testimonies and referrals and creates new ideas where the site can work for you, less leaky.

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PODCAST

We reference a YT video that shows how a gym used podcasting and interviewing members to highlight their story and transformation, and that was then used with new leads to send similar stories to new members. This will be a gift for us to test out and give more purpose to learning about the leads so you can send the right videos to each, ideally helping them feel more secure in staying signed up and increasing member retention.

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