Women’s Therapy California

A therapeutic service provider, specializing in catering to women and promoting diversity, equity, and inclusion (DEI), engaged my expertise to enhance their brand and formulate a robust marketing strategy. The client aimed to appeal to a broader spectrum of women with diverse backgrounds in conjunction with the launch of their group therapy services. To achieve this, we employed qualitative research methods to delve deep into potential pain points, analyze market competition, and understand the specific needs of their target demographic, centering our focus on women and DEI initiatives.

Objectives:

The primary objective of this project was to develop a marketing strategy that would help my client reach their target audience of women from diverse backgrounds and promote their DEI efforts within their services. To achieve this, I conducted a range of activities with a specific focus on women and DEI.

Methodology:

Semi-Structured Interview: I conducted a semi-structured interview with the owner to define their objectives and pain points, with a specific focus on women and DEI. This provided me with an overview of their current situation and helped me understand their goals for the project.

Competitive Analysis: I conducted a competitive analysis of the market and other therapeutic services that catered to women and promoted DEI. This helped me identify opportunities for our client to figure out what was potentially working with their competitors and attract more women from diverse backgrounds.

Card Sorting:

I used card sorting methods to help explore the keywords that were relevant to the therapeutic service's offerings, with a specific focus on women and DEI. This ideation exercise helped me identify the most relevant and essential keywords to use in their marketing materials to attract their target audience.

Social Media Marketing Campaign:

I helped the client develop a social media marketing guideline that targeted women from diverse backgrounds and promoted their DEI efforts. I helped guide advertisements, posts, and other content that was engaging, informative, and inclusive.

Q&A Video Call Sessions:

I helped implement qualitative Q&A video call sessions with existing and onboarding female clients from diverse backgrounds to gain insight into their needs and experiences. This allowed me to understand the pain points of our client's customers and tailor our marketing strategy accordingly, with a specific focus on women and DEI.

Empathy Mapping:

I conducted an analysis of the Q&A sessions and categorized the content for empathy mapping, with a specific focus on “how they feel”. This helped me gain a deeper understanding of the emotional and behavioral factors that motivated female customers from diverse backgrounds to use therapeutic services, and how the client's DEI efforts resonated with them.

Content Strategy and SEO Optimization:

I created a content strategy and SEO optimization plan that focused on the keywords identified during the card sorting exercise, with a specific focus on women and DEI. This helped me create content optimized for search engines, blogs, and target audiences aligned with specific therapeutic needs, and promote an unapologetic inclusive standard.

Custom Surveys:

I created custom surveys to run on the customer website that specifically asked about women's experiences from diverse backgrounds and how the client's DEI efforts impacted their decision to use the therapeutic services.

Summary:

The use of these qualitative methods resulted in a comprehensive marketing strategy that was tailored to the client's needs, with a specific focus on women and DEI. I was able to identify their pain points, develop a content strategy, and optimize their online presence. This client's social media campaign saw a significant increase in engagement, especially among women from diverse backgrounds. The customer survey results showed that their female customers from diverse backgrounds felt heard and seen and that the client's DEI efforts were a crucial factor in their decision to use their therapeutic services.