🎯 STRATEGIC PLAN
TRP 90-Day Strategic Plan
Theme: Clean House, Build the Foundation
"You can't scale a broken system. You just get more broken, faster."
Overarching Philosophy
TRP is in turnaround mode, not growth mode. The first instinct is to add more: more campaigns, more channels, more hires. That's wrong.
The right move:
- Stop the bleeding — Fix what's broken before adding anything new
- Triple down on what works — Referrals and podcast are your proven channels
- Simplify ruthlessly — You're doing 10 things at 10%. Do 3 things at 100%.
- Build systems, not campaigns — Campaigns end. Systems compound.
The 90-Day Breakdown
Week 1: Download & Handoff
- Interview Lauren extensively — download every system, process, login, vendor relationship
- Get access to all platforms: HubSpot, Meta Ads, Google Ads, Loomly, podcast tools, website backend
- Map current state: What's running? What's working? What's bleeding money?
- Review all active campaigns and pause anything that's clearly broken
Week 2-3: Deep Audit
- Ads Audit: Analyze all Meta/Google campaigns. Identify what's actually converting vs. wasting money.
- Funnel Audit: Map every customer journey (Launch, Build, Scale, Exit). Find the leaks.
- Content Audit: Review both podcasts, social, email. What's generating leads? What's noise?
- Messaging Audit: Is the ICP clear? Does the value prop resonate? Where's the confusion?
- Tech Audit: HubSpot setup, tracking, attribution. Can we trust the data?
Week 4: Strategy Foundation
- Present audit findings to leadership
- Define the core ICP (ONE, not four. Seasons are for internal segmentation, not marketing.)
- Draft unified messaging framework
- Prioritize: What 3 things will move the needle most?
Phase 1 Deliverables: Complete marketing audit document • Messaging framework v1 • 60-day execution roadmap • Fixed/paused broken campaigns
Facebook Ads Rebuild
- Kill all fatigued creative and audiences
- Build new campaign structure: Cold → Warm → Hot
- Create fresh creative angles (transformation-focused, not product-focused)
- Launch retargeting that actually works
- Implement proper tracking and attribution
Referral System Supercharge
- Audit current referral flow — where does it break down?
- Create automated referral request sequences (email + SMS)
- Build referral tracking dashboard
- Launch internal campaign: "Bring a friend to March Immersion"
Podcast → Pipeline
- Analyze both podcasts: Which episodes drive action?
- Build content repurposing workflow: Episode → Clips → Social → Ads → Email
- Create podcast listener nurture sequence
- Implement CTA strategy for every episode
Phase 2 Deliverables: Rebuilt Facebook ads (live and optimized) • Referral system live • Podcast repurposing workflow operational • Client retention automations live
HubSpot Optimization
- Complete all campaign tracking in HubSpot
- Build real-time marketing dashboard (leads → calls → closes → revenue)
- Implement lead scoring
- Automate reporting (weekly scorecard to leadership)
Content Machine
- Establish content calendar (30 days minimum)
- Train internal content contributors
- Launch consistent social posting (AI-assisted, human-approved)
- Document SOPs for all content workflows
AI Automation Layer
- Identify top 10 manual, repetitive marketing tasks
- Build AI workflows to automate or accelerate each
- Create "TRP Marketing Brain" — AI assistant trained on all TRP content
- Document and train team on new systems
Phase 3 Deliverables: HubSpot dashboard live and trusted • Content machine operational • AI workflows reducing manual work by 50%+ • March Immersion at/near capacity
The "Do Not Do" List
As important as what we do is what we stop doing:
- No new product launches until foundation is solid
- No more "campaigns for campaigns' sake" — every campaign has a clear outcome
- No scattered channel experiments — focus on 3 channels max
- No more hiring agencies for now — we ARE the agency
- No website redesign until messaging is nailed — pretty website with wrong message = waste
Success Metrics
By Day 30
- Complete audit delivered
- Messaging framework v1 approved
- All broken campaigns paused/fixed
- Clear 60-day roadmap in hand
By Day 60
- Facebook ads profitable (or clear path)
- Referral system generating measurable referrals
- Podcast repurposing producing 10+ pieces/week
- Churn rate improving (or root causes identified)
By Day 90
- Marketing dashboard live and trusted
- Content machine producing on schedule
- AI automations reducing manual work significantly
- March Immersion at 80%+ capacity
- Clear strategy for Q2 and beyond
"The goal isn't to do more. The goal is to do the right things, relentlessly, until they work."