Case Study: Mentor-Coaching Institute

Empowering Leadership with Strategy and Design

Client: Mentor-Coaching Institute (MCI), founded by Kate Sharpe, offering leadership and coaching training for educators and professionals.

Project: Website redesign and long-term digital marketing strategy to streamline course registrations, improve usability, and expand MCI’s digital presence.

Outcome: Higher course registrations through an optimized website, enhanced engagement via social media and email campaigns, and consistent audience growth over time.

Services: Website design, development, SEO, content strategy, social media management, email marketing campaigns, site maintenance, landing page creation.

Timeline:  2020 – 2024

Client Overview

Mentor-Coaching Institute (MCI), founded by professional coach Kate Sharpe, provides leadership and coaching training to educators and professionals seeking to improve their mentoring and coaching skills. In 2020, they partnered with Collective Gasp to reimagine their website, giving them more ownership over their digital identity and supporting their evolving business goals. Since then, our partnership has grown to include long-term digital marketing strategies that have continually boosted MCI’s reach and engagement.

The Challenge

Initial Website Needs:

  • MCI wanted to expand beyond their basic mini website and launch a comprehensive platform that aligned with their brand, was easy to update, and provided a seamless experience for course registration.
  • They needed a website that not only supported their current needs, but could also grow with their evolving marketing and outreach strategies.


Long-Term Marketing Goals
:

  • MCI aimed to expand their reach, engage a wider audience, and share value-driven content through social media, email campaigns, and blog posts.

My Approach

Website Redesign (2020–2021):

  • Led MCI through a Design Thinking process, which not only helped clarify the website’s structure, but also allowed MCI to refine their own business focus and capabilities.
  • Conducted user interviews and testing to improve site functionality, particularly for mobile users, while applying SEO strategies to boost MCI’s search engine visibility.
  • Designed a user-friendly WordPress website that MCI could easily update, providing a true sense of ownership over their marketing. The new site supported seamless course registration, e-commerce, and integrated resources.
Two people smiling during a virtual interview on Google Meet.

Low-fidelity Wireframe

Mentor-Coaching Institute homepage wireframe with blog, evergreen content, and call-to-action sections.

Mid-fidelity Wireframe

Website screenshot of Mentor-Coaching Institute with resources for educators and coaching information.

Final Website Layout

Mentor-Coaching Institute homepage for educational training resources and book on shifting the stance in education.

Ongoing Digital Marketing Strategy (2021–2024):

  • Social Media Management: Created and scheduled content for Twitter, LinkedIn, and Instagram to promote MCI’s programs, book, and thought leadership. Posts were crafted to resonate with MCI’s target audience of educators and leaders.
  • Email Campaigns: Designed and sent MailChimp e-newsletters and surveys that not only promoted MCI’s courses but also engaged their audience with valuable coaching resources. These campaigns contributed to course registrations and helped maintain MCI’s visibility.
  • Content Creation: Worked closely with MCI to develop blog posts, promotional materials, and landing pages for new courses and book promotions. This collaborative content creation was informed by a deep understanding of MCI’s business and message.
  • Ongoing Site Maintenance: Provided continuous website updates, including plugin management, security monitoring, and course-related content updates.

The Results

  • Full Control of Marketing: MCI’s new website gave them the ability to manage and update content as needed, and allowing them to actively engage with their audience.
  • Increased Engagement and Course Registrations: Social media content and email campaigns led to increased engagement with MCI’s target audience, and course registration rates improved thanks to clearer calls to action and updated landing pages.
  • Long-Term Partnership Success: Over the years, our close partnership has allowed me to recommend marketing strategies tailored specifically to MCI’s values and content, resulting in more targeted and effective campaigns.
  • Improved SEO and Online Visibility: Regular website updates, SEO efforts, and strategic content planning have boosted MCI’s online presence, driving more traffic to their site.

Why It Matters

The collaboration between MCI and Collective Gasp demonstrates the power of long-term partnerships in creating sustained growth. By redesigning their website and implementing a thoughtful digital marketing strategy, we empowered MCI to take control of their marketing, enhance their visibility, and grow their influence in the coaching and leadership space. Through strategic collaboration, we’ve continuously adapted our efforts to align with MCI’s evolving goals, proving that successful marketing is built on both understanding the client and nurturing a relationship over time.

Really excited about our 11 months of work with Andrew from Collective Gasp - extraordinary leadership through the Design Thinking Process - to pivot our approach and broaden our reach with an online presence, hub and strategy."

Questions? Great! Message Andrew!