<aside> <img src="/icons/push-pin_red.svg" alt="/icons/push-pin_red.svg" width="40px" /> Welcome to the Marketing & Comms Hub!

This page outlines the marketing and communications process during benefits enrollment period.

Marketing Planning Strategy Process:

1. Week 1: Marketing Kickoff Call
   • Identify channels to plug in content – takes the content burden off the organization
   • Agree on tactics, scope, and launch dates
   • Schedule employee webinar
2. Week 2: Deliver marketing/comms plan – BuddyIns
3. Week 3: Through enrollment – Regular check-in calls, tweak plan as needed – be nimble

I’ve explained how to use each section below. Once you feel at home with the system, you can remove the greyed-out copy by simply clicking on the text, selecting it, and hitting “Delete”—a little digital decluttering for peace of mind.

If you have any questions, feel free to reach out [email protected].

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• Table of content

Foundations

Before we get into the nitty-gritty, we need to set the direction. This section defines what you do, why you do it, and how it helps people. Think of it as your North Star—it guides every marketing decision you’ll make.

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Member Landing Page

Content: Learn options, LTC 101, Enroll Today, Video, Specialist Connect, FAQs, Calculator, Replay.

Example: To help solopreneurs build sustainable, stress-free businesses through better systems.

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Member Webinars

Content: What is LTC, The "why", Product info, Calculator demo, How to enroll, Specialist connect, Q&A.

Example: I help solopreneurs create simple, effective marketing systems using Notion, so they can grow their business without burnout.

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LTCi Calculator

Content: Understand value, engage, cost vs. benefit. Input fields (Age, Claim Age, Status, Smoking, Face Amount) and output details (Premium, Total Paid, Monthly Benefit, Total Max Benefit, Multiplier, Extra Death Benefit).

Example: Marketing feels overwhelming, messy, and unstructured. Solopreneurs waste hours figuring out what to do instead of actually growing their business.

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Email Series

Education Emails: Detail the approach (journey of discovery, engaging questions like "Who pays?", "Cost rising?", "Senior issue?", "Nursing homes only?"). Include key messages (Medicare/Medicaid limitations, voluntary offer details, rising costs, guaranteed issue importance, impact on retirement/family). Link to the landing page. Include standard footer info (Enrollment Dates, Next Steps, Contact Info).

Enrollment Emails: Detail the approach (How to enroll, link to page, launch with link, specialist connect). Include specific instructions (Visit page, Click "Get Started", Follow instructions, Employee ID info). Add links to overview videos/resources. Emphasize deadlines and the one-time nature of the offer. Include key benefits and special features (Guaranteed issue, Portability, Stable Premiums).

Example: A simple, structured Notion-based system that helps solopreneurs plan, execute, and track their marketing effortlessly.

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Fliers, Articles, Social

“Why LTCi?", "Why Now?", "VA Benefits", Social Campaigns. Key messages for each (e.g., Protect Savings, More Choices, Relieve Burden)

Example: I offer Notion templates, 1:1 strategy sessions, and courses to help solopreneurs be more efficient and have more time to do what matters.

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Strategy

Now that we’ve got the foundations in place, let’s map out how you’ll actually market your business.

Audience

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Who I help

If you try to speak to everyone, you’ll end up resonating with no one. The more clearly you define your audience, the easier it becomes to create marketing that truly connects—and converts. This section will help you get laser-focused on who you help so you can attract the right people and build a business that feels aligned and fulfilling.

1. Who is your ideal client?

Describe the type of person or business you serve. Think about their industry, role, or stage of business.

Example: I help early-stage solopreneurs and small teams who feel overwhelmed by marketing and need simple, effective systems to grow sustainably.

2. What challenges are they facing?

What struggles keep them up at night? What problems are they trying to solve?

Example:

• They feel scattered, jumping between different marketing tactics with no clear strategy.
• They don’t have the time or energy to figure out complicated marketing systems.
• They want to grow, but marketing feels overwhelming and inconsistent.

3. What are their goals and desires?

What do they truly want? What does success look like for them?

Example:

• They want a simple, structured marketing plan that doesn’t take hours to manage.
• They want to attract high-quality clients consistently.
• They want marketing that feels easy and aligned with their values.

4. Where do they hang out?

Where do they go for advice, inspiration, or networking? (Think platforms, communities, or types of content they engage with.)

Example: LinkedIn, Twitter, small business Facebook groups, industry podcasts, and Notion-related communities.

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Messaging and positioning

Goals and KPIs

This is where you define your top marketing goals and how you’ll measure progress.

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