Case Study - Executive Life Coach
Richard P. Sanders is an Executive Life Coach based in Madison, WI. He helps leaders discover who they truly are, what they’re called to build, and how to bring that identity into the world.
With over 27 years of experience across the public, private, and nonprofit sectors, he’s served as a trusted advisor to brands, business leaders, and community-builders alike. Whether guiding executive teams or facilitating relational growth groups, his mission remains the same: to help people grow in ways that last - and lead others to do the same.
1. The Challenge
Richard P. Sanders wanted to strengthen his position as a trusted Executive Thinking Partner and expand his reach among senior leaders and decision-makers. While his depth of experience was well established, he needed a clear marketing roadmap to translate his expertise into engaging, value-driven content that would resonate with his ideal clients.
The challenge was twofold: build credibility in a competitive coaching space and create marketing collateral that not only communicated his unique approach but also built trust. To meet this need, we turned to the Hero’s Journey framework to uncover actionable insights and define the key steps for elevating his brand presence.
2. The Strategy
We began by mapping Richard’s customer journey — identifying his clients’ goals, motivators, behaviors, and pain points. These insights were distilled into detailed customer personas, which became the foundation for crafting meaningful marketing content tailored to their unique needs and language.
Next, we turned inward to clarify Richard’s unique value proposition, the key benefits his clients could expect, and his defining brand archetype. By combining audience insights with brand positioning, we built a comprehensive customer journey roadmap that outlined how to connect with his ideal clients at each stage of the buyer journey. This roadmap also identified the priority marketing collateral to develop, ensuring Richard’s content was both strategically aligned and resonant with decision-makers.
3. The Results
The marketing sprint equipped Richard with a clear, actionable roadmap for scaling his client base over the next three years. He gained refined brand language that articulated his unique positioning with greater clarity and confidence — language that was immediately implemented across his business website, social content, and print materials. With this foundation in place, Richard is now positioned to engage decision-makers more effectively, build deeper trust with prospective clients, and pursue sustainable growth with a focused marketing direction.
Old
New
