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To support the development of coaches and the coaching industry by enabling coaches to do deep work To build The Coaching Village (TCV) into an active and growing coaching community To build a profitable and sustainable business providing training programs and services to coaches
Putting TCV at the heart of our marketing efforts will allow us to grow a thriving and sustainable business by: Providing an audience for EP content and a market for EP programs and services Strengthening EP’s position as a market leader in coaching services and training
We need to shift the focus of our marketing efforts from EP and individual programs (e.g. TPC) to TCV
Grow the TCV community Increase TCV brand awareness Increase TCV registered users Increase TCV active engagement Drive enrollment in EP’s coach training programs Increase awareness of programs Increase registration in programs Strengthen EP’s thought leadership position in the coaching sector Increase EP’s audience and network Increase reach and impact of EP content
Project management system A centralized, user-friendly, and up-to-date system to help our team stay organized and collaborate efficiently CRM system A centralized, user-friendly, and up-to-date database to track all of our contacts EP marketing dashboard A centralized, user-friendly, and up-to-date spreadsheet to track key data related to our marketing activity and help us identify problems and opportunities Content calendar A centralized, user-friendly, and up-to-date content calendar that we can use to plan ahead and maintain a healthy content mix Clear and ongoing communication Regular and open communication across our team to ensure we’re working collaboratively and efficiently toward shared goals Excellent customer service Consistent delivery of high-quality customer service that reinforces positive attitudes to TCV and EP among our learners and community members Friendly and personal communication Quick and responses and follow-ups Clear and professional communication No issues falling through the cracks
Give first Be generous in providing value to the TCV community (knowledge, tools, resources, opportunities for engagement) Build meaningful connections Create a welcoming, supportive, and collaborative environment Facilitate the pursuit of mastery Help coaches with learning, unlearning, and relearning; deepening their expertise; and honing their craft
Shift our focus to talking about TCV Up to now, our focus has been on promoting specific programs (TPC, TEC) Share the TCV vision (enabling coaches to do deep work) What does this mean and why does it matter? Emphasize benefits of TCV rather than features Show the value to the coaching community Share insights and examples from TCV on LinkedIn and other channels E.g. Case studies, discussions
Offer free access to some TPC and TTC modules Make a few TPC and TTC modules freely accessible via TCV to give people a taste This aligns with TCV’s values of giving first and facilitating the pursuit of mastery While the module content is useful, the true value of TPC is in the people, guided practice opportunities, and pathway to ICF ACC certification, which are available only with the paid program Promote peer coaching via TCV to build coaching hours Highlight coaches’ pain point (need to log coaching hours for certification) and the solution available via TCV (free access to a network for peers to practice with) Highlight CSR coaching project opportunities Establish partnerships with universities and polytechnicsPromote this as a way for our TPC and TTC students to gain coaching experienceCommunicate how CSR coaching projects can have a positive social impact and how coaches can benefit from the experience Create an interactive tool for choosing the right coach training program Help aspiring and existing coaches compare their options and find the right coach training program based on their goals Make the tool interactive and more engaging than simply reading info about different programs on our website or in a brochure Create a scholarship program for TCV paid programs (to be discussed/confirmed) Provide opportunities for aspiring coaches who lack the financial means to register for TCV paid programs Emphasize EP/TCV’s commitment to growing and supporting the coaching community Drive engagement by inviting our network to nominate scholarship recipients
Create a TCV page on the EP website Focus on the vision and value proposition for TCV Include CTAs linking to Disco that encourage people to register for TCV Include prominent links to TCV on the EP homepage and in the EP website main menu Review the user journey for signing up for TCV Check whether anything can be made smoother/easier
Encourage people to download the Disco app Make it easier for them to access TCV Provide instructions on how to adjust notifications on Disco Ensure they are receiving updates on relevant TCV activity
Have Han Ee (and faculty?) share posts about TCV Make use of their networks to reach beyond EP’s existing network Invite external experts to run events and share insights Give them a platform to share their ideas and messages Expose their networks to TCV Examples: Representatives from coaching certification bodies (e.g. ICF, IAC) Representatives from other industries (e.g. HR industry association) High-profile athletes and other high performers (e.g. Olympic athletes)
Plan, promote, and run team coaching sessions on TCV as lead generator for new The Team Coach (TTC) program (ICF ACTC pathway) Build TTC page for EP website Set up TTC program on Disco April 11: AMA event with Lalit April 21: Launch TPC Level 1 April/May cohort Ongoing: TCV brand building and community development
May 20: Launch TTC program (ICF ACTC pathway) May/June cohort Ongoing: TCV brand building and community development
June 9: Launch TPC Level 1 June/July cohort First live class for June/July cohort: June 16Launch TPC Level 2 pilot cohort? Ongoing: TCV brand building and community development
Coaching Fundamentals events in Chinese (Han Ee + Michelle Yan)July 2: Coaching for Impact with Intentional DialogueJuly 9: Turning Coaching Insights into Lasting ChangeLaunch of Observed Team Coaching public sessionsRun four sessions in July: July 1, 8, 22, 29Launch of The Mindful Coach Series as ICF CCE programPilot cohort started on July 3In-person events in ShanghaiJuly 16: TCV Tea Talk SessionJuly 19: Team Coaching Essentials (1-day workshop)July 20: Team Coaching Advanced Practices (1-day workshop)16 July: AMA with Lalit (Agility in Action: How Can OD Make Change Stick?)Launch of Future Ready Student page on EP websitePlanning & promotion for SUSS coaching event on Aug 14
August 14: SUSS coaching event organized by EPLaunch of TCV paid monthly subscription with access to CCE programsLaunch of CCE program pages on EP websiteLaunch of Future Ready Student programAMA with Lalit (20th)
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TCV Marketing Strategy 2025
Strategic Overview
Key objectives
Key strategic insight
The big mental shift
Key marketing goals
(Note: These goals are tied to specific, measurable KPIs in the KPI section below.)
Critical factors to help us succeed
The Coaching Village (TCV)
TCV vision
Enabling coaches to do deep work
Approach
Make it a no-brainer for coaches and others interested in coaching (e.g. leaders, managers) to join and engage in TCV.
How?
How we will grow the TCV community
Talk more about TCV
Use key marketing hooks for TCV
Make finding TCV easier
Encourage active use of TCV
Tap into other networks
Go-To-Market Plan
Month
Event
Date
Notes
September 2025
TPC L2
2 September 2025
Running
September 2025
AMA with Lalit
10 September 2025
Running
September 2025
TTC & CHPT
15 September 2025
Running
September 2025
Beyond Code
26 September 2025
To be run
October 2025
Mindful Coach Series
16 October 2025
Cancelled to Jan
October 2025
Guest Speaker with Saba
29 October 2025
Running
November 2025
Beyond Code 2nd
Runnign
November 2025
TTC ENG
17 November 2025
TBC
November 2025
Guest Speaker with CJ
20 November 2025
TBC
December 2025
There are no rows in this table
Archive
Q2 action plan
April 2025
May 2025
June 2025
Q3 action plan
July 2025
August 2025
September 2025
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