Canfield Training Group

Marketing Proposal
Presented By Jared Mast | March 2023
Overall Goals and Objectives
• Streamline content production in an efficient and affordable way to save time,
money, energy and resources that are being utilized for overall content production

• Start a podcast as the main source of content that can be utilized for all platforms
as well as tap into new audiences for customer acquisition.

• Focus on a few core offers based on profitability and scalability. Ideally each offer
would be niched down to serve a very specific audience and solve a very specific
problem. From here, optimize each funnel and scale with time, serving clients at the
highest level and creating raving fans in the process.

• Open new doors to customer acquisition through the podcast, but also through
strategic partnerships and paid traffic
1. Content Production + Social Media
I would go 100% all in on a podcast as this would fulfill all content on various platforms. Once a
podcast is filmed and recorded, it can be edited and cut into shorter pieces of content that can
be posted to Facebook, Youtube, and Instagram. These are typically more powerful clips that get
shared across social media, as opposed to a long, scripted video. This also saves a huge amount
of time when it comes to filming, writing scripts, editing, and distribution.

Aim to record 2 podcasts per week, recorded in high resolution using either "riverside.fm" or
“streamyard” as the platform.

Have specific call to actions inside the podcast to promote whatever offer is currently on the
schedule.

Break podcast video down into smaller pieces of content and distribute across Youtube,
Instagram, and Facebook.
Social Media
YouTube: Stick primarily to podcast recorded content in video form and pick out the best parts
of the podcast to post. Focus on producing a highly engaging thumbnail and great title. The
channels current thumbnails are full of stock images and lack curiosity to click in my opinion.

According to the #1 YouTuber in the world, Mr. Beast, the Thumbnail + Title
of a video account for 80-90 percent of its success.
Social Media
Current Thumbnails = Stock Images + Lack Curiosity (4K-6K Average Views)
Social Media
Ideal Thumbnail Style = Features Jack + Great Headline (70k - 300k Average Views)
Social Media
Current Instagram Style Desired Instagram Style

Facebook + Instagram: Stick primarily to podcast

recorded content in video form and pick out the best
parts of the podcast to post. Get out of “stock image”
mode and focus more on content with Jack in it. Go
100% in on video, even if it’s a quote as the current
algorithm favors video the most.

Focus much more on Instagram stories as a lead

generation tool utilizing a platform called “ManyChat”
to automate the process.
Social Media
ManyChat Example

Focus much more on Instagram stories as a lead

generation tool utilizing a platform called “ManyChat”
to automate the process.

With “ManyChat” you can automate fulfillment of lead

generation campaigns and create custom paths for a
potential lead to follow depending on how they
respond, all directly in Instagram.

This will lead to better segmentation and better leads

for the sales team to follow up with.
Big Ideas
• One podcast can open up a new channel for customer acquisition, while at the
same time fulfilling content for all other channels. No more long video shoot days,
scripting, and time taken out of the week to produce social content.

• Optimizing social media accounts will lead to more views and grow awareness of
the Canfield brand. Better thumbnails, no stock images, more of Jack’s personality!

• Focus less on perfection, more on production. Speed is important in todays world of

marketing.
2. Core Offers + Funnels + Leads
Decide on a few core offers, based on profitability and scalability, and stick to only those core
offers.

Without knowing which offers are converting the best, it’s hard to know which ones to focus on.
However, the big area that I think could be improved upon across all offers would be to niche
down.

I think there should be one high ticket offer specifically for authors, speakers, and coaches that
can be sold as an evergreen product the entire year, with the option of coaching and
mentorship. This would allow time to test new marketing methods, paid customer acquisition
campaigns, sales strategies, and the ability to scale once we find the working funnel.

Once the offers are nailed down, focus on generating quality leads to feed through the funnel
by creating “high intent” lead magnets that are specific to a niche.
Offer Ideas
Re-Ignite Your Life (3x Per Year) Train The Trainer / Success Principles Facilitator

Core price: $997 Core price: $4,997

Upsell: 1-on-1 Coaching $3,997 Upsell: 1-on-1 Elite Business

VIP Upsell: 1-on-1 Coaching + Small Coaching / Course $9,997

Group Mastermind With Jack $9,997 VIP Upsell: 1-on-1 Elite Business
Coaching + Small Group Business

Upon finishing program, upsell into Mastermind With Jack $24,997

Lead Magnets
An analysis of the current lead magnets
• Chapters 1 & 2 of the success principles (PDF)
• The Success Formula: A Proven 3-Step Process for
Getting Unstuck and Creating Breakthroughs (Webcast
with Lewis Howes)
• Daily Affirmations for Success: A Step-By-Step Guide
(PDF)
• 21 Vision Board Ideas to Set & Achieve Goals More
Effectively (PDF)
• 4 Step Meditation Guide (PDF)
• Activating The Law of Attraction Guide (PDF)
The Problem
These lead magnets tell us very
little about the intent of the
subscribers, other than general
personal development.
This tells the sales team very little
about the lead, if they are
qualified or not.
In the end, it’s hard to segment
these leads because there is little
intent behind the free opt-in.
Lead Magnets To Funnel
The Solution

Create a “high intent” lead magnet / webinar that logically leads into the offer (Ideas)

Ex: Free Webinar Shows You How To Start A Ex: Join The “Six-Figure Coach” 5 Day
Lucrative Life Coaching Business and Make Challenge Where You’ll Discover The Exact
Your First $100,000 In Under One Year Systems You Can Use To Scale Your Business
To Multiple-Six Figures A Year (Just $47)

Sales Webinar
5 Day Challenge (Live Online)

Schedule A Call With A Team Member Convert To Train The Trainer / Success
Principles Facilitator / New Offer

Convert To Train The Trainer / Success

Principles Facilitator / New Offer
Lead Magnets To Funnel
Big Idea: Most of the competition is focusing on just 1-2 highly optimized lead generation
methods that lead into bigger programs.

John Assaraf
Completion of Challenge:
Immediate Upsell Into
5 Day Challenge Upsell Into Winning The
Evergreen Programs
Game of Business $3497
Lead Magnets To Funnel
Big Idea: Most of the competition is focusing on just 1-2 highly optimized lead generation
methods that lead into bigger programs.

Bob Proctor

Webinar Upsell Evergreen Programs $1997 Upsell Coaching

5k-30k Coaching
Programs
Lead Magnets To Funnel
Big Idea: Most of the competition is focusing on just 1-2 highly optimized lead generation
methods that lead into bigger programs.

Lisa Nichols

Webinar Qualification Call Upsell Programs

5k-30k Coaching
Programs
3. Customer Acquisition
Goal: After we have our offers nailed down, identify our “Dream 100” partners
Make a list of our ideal partners that have the potential clients we want to work with. Slowly start
building relationships with these “Dream 100” partners and start engaging with them. The
podcast is a great way for a first introduction to the Jack Canfield brand and to establish an
initial relationship.

Goal: Create better targeting for paid advertising campaigns based on search intent on Google
and Youtube, as well as lookalike audiences on Facebook.

Only advertise on specific searches/videos in Youtube/Google that relate to the offer we are
promoting.

Create lookalike audiences based on current customers and create highly engaging ad
creative, especially more video.
Current Advertising
Current advertising has many different lead magnets that are generic, not targeted, and
outdated. Some current ads even have broken links on pages (with many comments showing
it), wasting ad spend.
Webcast Ad with Lewis Howes is dated, and current link sends people to an error page.
Current Advertising
Current advertising lacks energy, personality, and is quite boring.
Ideal Advertising
Change advertising to more targeted lead magnets, better call to actions, and put some
energy into campaigns. Here are some examples of what is currently working well.
Simplified Overview of Strategy
Email Marketing

Podcast
Niche Targeted Lead Conversion & Sales
Social Media Revenue
Generation Cycle
Paid Advertising

Serve Customers At
Strategic Partnerships The Highest Level

Repeat Business
What I Can Do For You
• Handle all social media content production and distribution. This includes co-producing the
podcast with Jocelyn, editing the podcast episodes, editing the videos, posting to Youtube,
posting to Facebook, and posting to Instagram. Work with Jocelyn to find great podcast guests
and build our relationships with the “Dream 100” strategic partners.

• Work 100% on creating, marketing, and selling one evergreen core offer that can be sold the entire
year (Train The Trainer Rebrand / Success Principles Facilitator). The goal is to get this offer alone
to 7-figures in revenue and make it the most profitable arm of the business.
• I’ll create an entire sales funnel from start to finish for this new offer, including writing all
copy, webinars, email, videos, lead magnets, advertising, sales scripts, and SMS follow ups.
Continually testing and refining until hitting 7-figures.

• Manage all paid traffic up to 10K per month ad spend on each platform for all advertising goals
and objections. This includes creating videos + ad creative when needed. Focus advertising on
specific outcomes and niche targeted leads instead of generic leads.
Cost Breakdown
What others charge

• Podcast production, social media distribution, co-producing just 1 episode Cost: $500-$1500 / episode

• Monthly social media management for 3 platforms Cost: $3000-$7000 / month

• Video editing Cost: $300 - $1000 / video

• Complete funnel buildout Cost: $30,000 / funnel

• Paid traffic management 3 platforms Cost: $4,000 - $8000 / month

Potential cost for managing all social media, paid traffic,

podcasting, video editing, funnel buildout: $200k - 300K / Year

My cost for managing all social media, paid traffic,

podcasting, video editing, funnel buildout:
$80K Year with a bonus to be discussed once evergreen funnel hits 7-figures in revenue