Comprehensive kids fitness program with exciting and unique instructional techniques
Expansion into completely new customer segment with new marketing and new tagline
Increased revenue potential from product packages and pricing for different customer segments and different budgets
Sales acceleration with complete redesign of LeapSmart website
Created entirely new revenue opportunity with standalone program that enables virtually anyone to master LeapSmart's unique instructional approach and successfully deliver LeapSmart lessons.
Transformed informal lesson outlines used internally into comprehensive modules suitable for external sale. Developed detailed training materials: in-depth instructor's manuals, training videos, curriculum guides, instructor self-assessment guide.
Create comprehensive program suitable for national distribution
Targeted new customer segment through highly focused marketing that emphasizes LeapSmart's business potential for instructors who want to make it their fulltime business.
Developed new tagline: "leap, learn, achieve!" Developed key features and benefits tailored to LeapSmart's target customers including SAHM moms, pre-K teachers and home-schoolers. Created competitor comparison convincingly explaining LeapSmart's unique differences to potential buyers.
Prepared additional sales and marketing tools like achievement map and skills charts.
Develop marketing targeted towards independent instructors
Expanded revenue potential by tailoring product packages and pricing for customers with varying goals and budgets
Launching a "laddered" pricing strategy based on a starter kit plus optional modules: curriculum subscriptions, lesson packages, achievement boosters, mentoring, marketing tools, full LeapSmart certification and related benefits.
Develop pricing strategy that could accommodate individuals, schools, other groups
Rework website
Objectives
Actions
Results
LeapSmart's founder, Monica Levy, is an award-winning professional choreographer, former artist-in-residence at Robert Redford's Sundance Institute and alumnus of the legendary Joffrey Ballet School, School of American Ballet and the Alvin Ailey School.
Originally inspired by her experiences leading Lincoln Center outreach programs, Monica founded LeapSmart, which has developed hundreds of supremely entertaining yet carefully-structured lesson plans for year-long programs that blend fitness, social, emotional and cognitive development for preschoolers and kindergarteners.
Leapsmart's staff of hand-picked instructors deliver these programs to thousands of kids every year in public and private schools in New York and Massachusetts.
LeapSmart's goals are to grow the business in her existing market by extending the program to schools serving kids with special needs and grow it nationally by marketing the program to public, private, and home-school teachers and independent instructors outside the New York/Massachusetts corridor.
Her objective: lay the foundation for business growth.
"I had lots of ideas about how to expand beyond my current staff but I wasn't sure how to actually do it.
I had done a lot of work on program development but in many ways the marketing aspect has been a lot of trial and error. A while back I bought a list of names and worked with a sales consultant that wrote a call script so other people could make sales calls. But that didn't really work well.
In the time we worked together, Leslie did nothing less than transform my ideas into a real marketable entity.
Before working with her I really underestimated the value of what I was offering with LeapSmart and under her guidance I questioned, reviewed and made decisions on every detail.
Her expert assistance allowed me to focus and transform my vision and make every decision from design to marketing to setting up the new website and writing compelling copy and even how to deal with a tough situation with an employee.
There was nothing, it seemed, that she didn’t know and her advice was always spot on!
I can’t imagine where LeapSmart would be without this help and I am glad to say that even in these difficult economic times my company is doing well! We accomplished much more than I ever expected."
Fitness & Exercise: LeapSmart
