Live-stream coaching
Photos by: Vanessa Todd
Project overview
I joined The Hollis Co. as a content manager for their personal and professional coaching program, and it didn't take long for the program to skyrocket in popularity, overwhelming the company's backend logistics. The need for management of content creation, Learning Management Systems (LMS), marketing scheduling, program management, and team expansion became evident. This case study delves into the strategies employed to tackle these key areas.
Tools:
Kajabi, Thinkific, Miro, Canva, Adobe After Effects
Role:
Content manager > program manager >
Content Development :
Upon my arrival, it was clear that content and production quality could be enhanced with improved scheduling and communication. Before my involvement, the CEO was crafting content outlines the day before each live event, causing bottlenecks in other areas. I established a schedule for upcoming topics, conducted interviews with the CEO, and created guides to streamline content creation.
Ultimately we produced 48 individual classes (96 hours of video content) with coinciding workbooks.
I collaborated with the production team to raise video quality by identifying the requirements for successful shoots and securing locations that elevated content production.
Marketing
With a consistent schedule in place, I coordinated with the marketing team to ensure the coaching program became a staple in their calendars. Using Asana, I established a production schedule for shoots and incorporated specific asset requirements, enhancing visibility and accessibility. This resulted in a consistent marketing schedule comprising repurposed coaching program content, leading to successful campaigns on platforms like Instagram and Facebook.
LMS Management
The team had initially used a contractor to develop their hosting platform, resulting in gaps in the user experience. Frustration with the LMS led to the decision to explore a new platform, which presented challenges associated with transitioning between platforms. Over the course of a year, I led the transition effort, which encompassed sourcing a new LMS, interviewing platforms, organizing data for transfer, collaborating with payment processors, and training customer service teams. During this process, I also made surface-level adjustments to the existing LMS to enhance its manageability and brand alignment.
The transition between LMS platforms was successfully completed, setting the program up for long-term success.
Growing a Team
To realize my ambitious vision for the program, I expanded the team to include an LXD (Learning Experience Designer), a program manager, and a designer.
Program Management and Growth
Part of my role extended to envisioning the program's future, which included selecting topics, identifying potential guest speakers, exploring event participation, and establishing collaborations with companies. As a result, we engaged coaches from the extensive professional development community that the CEO was part of, educated and promoted the coaching program at RISE events, and fostered collaborations with companies such as Google and Facebook to enhance their Learning and Development offerings.