Pssst… it’s almost time for the Academy doors to re-open for applications.
And you, special human, are invited to apply.
Leave me your email and I promise, you’ll be the first to know when applications open.
Find your tribes and make a plan
Do you have a project idea - a dangerous dream that you want to turn into a highly-targeted marketing plan that you can’t wait to get started on?
Or maybe you're an independent business or social enterprise who needs to be more focussed targeted and confident with your marketing and social media?
After 26 years of working as a brand and content consultant for some of the most complex organisations in the world from BP to M&S, I've put my tried-and-tested process and tools into an Online Academy, so that I can help more people get their ideas out there at a fraction of the cost of hiring me as a consultant.
The three most common marketing mistakes...
I’ve created the Academy to address the three most common marketing mistakes that I’ve come across most regularly.
Mistake 1. Not clear/lost focus about your purpose - your ‘why’.
Mistake 2. Not clear/lost focus/made assumptions on WHO your project/business is actually for and who is most likely to be open to your message.
Mistake 3. Scattergun approach to marketing - not having a highly targeted plan that reaches your target tribes with content they actually want to consume, in the spaces where they actually hang out.
What’s the Academy method?
Step 1. Find your why
Step 2. Find your who
Step 3. Plan your how
Step 1. Find your ‘why’
First, we’ll get clear on your ‘why’ for your project and your ‘ahaha story’. You’ll learn how to articulate your project purpose in a way that will inspire and focus you, and that will make the hearts of your target tribes flutter.
We’ll also look at your ‘why not’ - and have a brew with those pesky demons that have been holding you back and develop some emergency medicine for when they come a knocking.
Step 2. Find your ‘who’
Through my tribe-mapping process you’ll get a detailed understanding of the tribes who are most likely to care about your ‘why’ - who they are, where they are, what’s actually important to them, and how to get to them.
You’ll also learn some useful tips and tools for researching your target tribes online, plus my ‘values questionnaire’ to send to potential customers and use a starting point to find out about what your tribes REALLY care about.
“Doing the research into my tribes and competitors made me realise I DO have something useful to contribute to discussions on social media. I’m more confident with social media in general and I now have a content plan and an approach I believe in, that has been well thought through.”
Alistair Ponton, MD of Social Enterprise Viewpoint Research by day, Dangerous Dreamer by night.
Step 3. Plan your ‘how’
Finally, you’ll create a HIGHLY TARGETED, realistic plan to get your idea out there to your target tribes - one that you will feel 100% confident that you are able to deliver and know who and how to get the right people on board to help you deliver your message in the most cost and time efficient way.
Not only that, you will also get all this:
Access to my tools, techniques and insights from my 26 years of working as a brand and marketing consultant and content creator.
Shed loads of case studies and working examples from previous cohorts and clients for inspiration and to get you thinking: “oo, that’s given me an idea!”
Knowledge of the key social media platforms that are relevant to your target tribes (strictly on a need-to-know basis, My social media cheatsheets will give you the 5 most important things you need to know, and you’ll learn how to not worry about the rest!)
Access to my little black book of freelance legends that I’d trust with my life, to help you deliver specific parts of your plan that you can’t do yourself, in the most cost effective (and enjoyable) way possible.
And if you if you’re the type of person who needs accountability to make things happen - me and your fellow cohort breathing down your neck every step of the way. Sorry, that should have read, ‘considerately cheering each other on.’
This year I’m running two versions of the Academy which will soon be open for applications. Leave me your email and I promise you’ll be the first to know when applications are open.
“The action method, content and insights are just brilliant. It really helped me to think differently about my project as a concept, and will shape the whole way that concept runs moving forward.”
The Lockdown Challenge
I’m currently revising my three month Academy into a shorter lockdown version for anyone on Furlough or self-isolation.
Everyone's experience of lockdown is different, but amidst the horror and immense distress for so many in the world right now, there are also a few of us for whom this presents an unprecedented, once-in-a-lifetime opportunity to get our heads down and finally turn our secret dreams into action.
Or as my all-time fave musical legend so eloquently put it:
"The greatest periods of our creative history have been when our backs are against the wall, and we're shekin like a shittin dog." Richard Hawley
Yes, I’m talking about you, my fellow furloughed employees (though probably the ones without young families, or with a VERY understanding partner, obvs).
Imagine coming out of lockdown with more than just a Marie-Condoed-Wardrobe and a PHD in Performing DIY as a Functioning Alcoholic.
Imagine coming out with an achievable plan for your dream project or new business, AND the confidence to deliver it.
Even better than nicely folded socks. Almost.
So, if you’ve been harbouring a secret dream in the shoebox under your bed that you’ve never quite had the time (or the courage?) to get out there, now’s your chance to dust it off and make a difference in a way that is authentically you.
What you will need to apply for the Lockdown Challenge
> A project idea - a dangerous dream you want to turn into an achievable plan in just three weeks.
> A minimum of 4 hours a day x 5 days a week for the next three weeks and the bloody-minded determination of a Yorkshire woman.
> An application that proves that you are not only a dangerous dreamer, but are also a committed do-er and are 100% committed to getting your project out there.
Interested? Leave me your email and I’ll give you the heads up when we are open for applications.
“Justine’s really helped me structure my thinking and my planning. The method gives you a way ‘in’ and stops you from being scattergun. helps you be precise and targeted.”
Dreamers with Day Jobs
(PT Academy)
My part-time Academy runs for three months and could be for you if:
> You have a day job/other commitments, but have a dream side project.
> Or maybe you are currently in employment or you have a dream to one day go it alone.
> Or maybe you’re a social entrepreneur or a small independent looking to be less scattergun and more targeted and confident with your marketing and social media.
Because a key part of the three-month Academy is working in a small team and meeting up each week, it’s great if you need some accountability to make sure you prioritise your marketing actions.
“The buddying up can really help you meet a deadline. In the blogging week - knowing I had Ali as a partner- made me sit down and write it for that deadline - no doubt about it.” J Dangerous Dreamer Cohort 1.
How the part-time Academy works
In a small group of just six careful-selected people, we’ll work together through my three step process: Find your ‘why’, Find your ‘who’. Plan your ‘how.’
Each week, you will:
Carry out up to an hour's worth of online learning in preparation for our weekly group meet up.
Complete an assignment to put your learning into practice. To help you with these assignments, you will sometimes be paired up with a buddy to support each other through these assignments which may require the occasional mid-week catch up.
Join the group online Meet up (1 hour, same day and time each week) to share your learning and considerately ‘cheer each other on’.
Each month, you’ll also have:
A masterclass on a specific topic/skill such as blogging, social media, and content marketing.
A 1-2-1 video consultation with me to help you overcome any barriers and keep you moving!
A chance to get feedback on your tribe map and marketing plan from me and others in the group.
By the end of the three month academy, you will have a realistic plan to get your idea out there to your target tribes - one that you will feel 100% confident that you are able to deliver and know who and how to get the right people on board to help you deliver your message in the most cost and time efficient way.
What you will need
Either a project idea for a dangerous dream or be an established social enterprise or small business looking for a smarter way and more targeted way of doing your social media and getting your message out there to the people are most likely to care.
The ability and commitment to create space for a day a week to work on your project (you can spread it out over the week, or do it all in one day. Some of this time will involve working online on your own, sharing work with your buddy, carrying out assignment for your project, weekly group meet ups and 1-2-1 consultancy with me.
The ability to access Zoom on a desktop computer in a quiet space, and make yourself available for every group meet up at a fixed time each week.
Interested? Head over to the Application page for the Online Academy here. ((insert link to kajabi)).
“I’ve just come off the phone with (hopefully) my first client! ”
If you’ve got any questions about the Academy, please message me. Here’s to dangerous dreams!
Justine x
“Justine has very deep knowledge within her area. She is an inspiration with a warrior spirit and has an amazing story herself. She is also incredibly kind, helpful and fun to be around.”