Projects | michelelafleur

PARTIAL LIST OF PROJECTS

HEALTH CARE, WELLNESS AND HIGHER EDUCATION

Marketing | Customer Experience | Training | Program Development

Start-Ups, Turnarounds, New Launches

Marketing. Sales. Training, Program Development. Customer Specific Membership Structure.

1. INTERNATIONAL RESORT, SPORTS COMPLEX & CONFERENCE CENTER

A team of Egyptian executives in the petroleum industry built an extraordinary “social club” - including five restaurants, a soccer field, a mosque, tennis and squash center, library, 2-acre pool, meeting rooms, fitness center, medical facility, billiards rooms and banquet halls- but had not developed standard operating procedures, membership structure, pricing strategy, sales teams or attracted members.

The Challenge:

First, design a marketing strategy to attract leaders both in the local marketplace and across the Middle East. Second, develop the membership structure, sales training and staff that establishes a world class membership base at the highest price point and create stellar experiences that bring ongoing referrals.

Key Results:

1. Established competitive advantage in a complex marketplace working together with local marketing teams, agencies and event planners.

2. Launched a new web site, online campaigns, new print materials, guided tours and a new membership sales team that brought our first 200 memberships to launch a successful grand opening.

3. Developed the operating budget, pricing strategy, sports programs, dining experiences, meetings and events that met standards set by Egypt's Minister of Petroleum.

4. Worked with HR team to hire and train 173 new employees in customer service and how to create world class experiences.

Improve Student and Prospective Student Experience. Focus Groups. Primary & Secondary Market Research. Employee Training.

Start Up, Marketing. Sales.Training. Infrastructure. Recruit and Hire.

2. INTERNATIONAL MEDICAL UNIVERSITY STUDENT EXPERIENCE

This organization owns one of the largest for-profit medical schools in the world with campuses in the Caribbean, West Indies and Florida, and is headquartered on the U.S. East Coast. Medical students complete academic years on the islands and clinical rotations in teaching hospitals across the U.S.

Key Results:

1. Completed 100+ focus groups among students and faculty on Caribbean campuses; interviewed 80-90 students on rotations in US teaching hospitals; developed, distributed and analyzed surveys distributed among 3000 students and interviewed deans, faculty and senior executives to complete comprehensive assessment and recommendations for improvement. Completed Phase 1 improvements to the student orientation and on-boarding experience.

2. Launched a successful campaign to attract 300 students to re-locate to a new international campus.

3. Developed and delivered training across enrollment management teams to improve employee communication skills, sales skills and emotional intelligence.

3. NATIONAL FRANCHISE OF MEDICAL AESTHETIC AND LONGEVITY CLINICS

This physician-led franchise was headquartered in California and launched clinics in 12 states that specialized in aesthetic medicine, longevity, cosmetic treatments and skin care.

Time frame: 24 months

Key Results:

1. Launched a new medical franchise and was first-to-market with a unique service line and business model. Created winning marketing campaigns to reach over 300 potential physician franchise owners and win 25 new franchise owners.

2. Developed and standardized the infrastructure for the franchise and customized startup/ launch for each location to best reach local market.

3. Designed innovative grand openings and won vendor support for each location and launched local marketing campaigns for each clinic.

4. Recruited and trained staff in both operations and customer service.

4. RESIDENTIAL TREATMENT CENTER FOR MENTAL HEALTH & SUBSTANCE ABUSE

Digital Marketing Campaigns Delivered New Promotional Events

Call Center Training

Re-designed Referral Program

Increased Patient Volume.

Improve Customer Experience through Admissions.

This beautiful, privately owned, 92-bed facility accredited by the JCAHO, treats mental health, substance abuse and eating disorders. The site employs psychiatrists, therapists, nurses and fitness experts and is in network with most major insurance carriers. The CEO needed (1) a substantial turnaround in

Admissions - new processes, better customer experiences on the phone, during onsite visits and while in intake- and (2) a marketing overhaul to better align with prospective customers - across digital experiences (social media, website, email campaigns) and in the local marketplace - print campaigns, referrals and onsite events.

Time frame: 8 months

The Process:

I interviewed 30 therapists, psychiatrists, nurses and case managers; attended group therapies and events; participated in outpatient programs and daily staff meetings; met privately with seven patients about their experiences; and shadowed intake teams. To better understand the experience of prospective patients I listened to 70+ calls, assessing each employee in the call center and developing keen insights into all aspects of the customer experience.

The results:

A detailed journey map, Salesforce data analysis and ongoing team meetings in discussing better processes led to these results:

- cut unnecessary steps and improved speed to admission by 50% improving staff morale and reducing customer complaints about long waits.

- increased incoming calls by 30% and patient volume by 25% over previous year.

- recruited, hired and trained new admissions and intake team members.

- developed and launched new social media campaigns that brought 80% engagement among targeted new customers.

- designed and executed new print and digital campaigns better aligned with ideal patient groups.

Mapped Customer Journey

Re-designed Service Offering

Hired and Trained Customer Service Teams

Launched Targeted Campaigns

5. BOUTIQUE HOTEL, FITNESS CENTER AND INTEGRATIVE WELLNESS RETREAT FACILITY

Two award- winning destination resorts in two different California markets (owned by the same development company) needed a turnaround – re-branding, new marketing strategy, new programs and a new customer care process. Alignment between brand promise and service delivery was central.

Time frame: 8 months

Key Results:

Re-packaged and re-priced massage and body work treatments to align with customer needs and increased per client revenue by 20%.
Increased number of clients by 15% in the first 60 days through word-of-mouth referrals.
Doubled retail sales by training staff in customer service skills, listening to customer feedback and re-aligning products, price and cross-promotions,
Rebuilt web site and launched digital marketing campaign to align with the new service vision that increased online traffic by 40%.

Member Journey Mapping.

Re-branding. Market Research

New Digital Marketing Strategy

New Membership Structure

New Customer-Focused Programs

6. REGIONAL GYM AND SPA CHAIN WITH 16 SITES

An outdated chain of gyms with full service spas had lost market share, membership and the customer connection for which is was known in the 1970’s. With 1,650 employees and 40,000 members, the chain had been profitable from time to time, but industry trends indicated it would not survive long term without substantial changes. The challenge was to update and attract a new type of customer while retaining "old" membership base.

Time frame: 9 months

Key Results:

Reduced attrition rates by 14%, increased traffic to website by 50% and increased membership sales by 15% at targeted clubs.
Recruited and trained new managers and conducted extensive customer service training to improve NPS score.
Recruited and trained new sales teams to engage prospects and customers over the phone, by e-mail and in person.
Added new programs that focused on women’s health increasing on-site program participation by 140% and incoming inquiry calls by 40%.
Did not achieve goal to win the resources needed to update/upgrade facilities and resolve ongoing maintenance problems.

Improve Customer Experience. Improve Retail Sales.Train sales teams and support Call Center.

7. NATIONAL NETWORK OF BRAIN HEALTH CLINICS

This chain is led by a psychiatrist, best-selling author and television personality. He pioneers new approaches to mental health in addition to integrative treatment modalities, wellness programs and counseling. Across eight clinics, their teams of psychiatrists and therapists treat ADD, Anxiety, Depression, PTSD and brain injuries.

Time Frame: 10 months

Key Results:

Re-packaged products, re-named packages and created educational tools that led to increased sales (as much as by 22% in online products).
Designed and built an inviting retail space and learning center in clinic waiting rooms across all sites; trained front desk to coach purchase decisions and increase revenue per patient.
Improved Call Center’s CRM system, created customized e-mail follow up and ongoing campaigns that kept leads engaged.

Start Up. Infrastructure. Operations. Budget. Business Plan. Market Research. Marketing Strategy

8. INTERNATIONAL RETREAT CENTER AND WELLNESS FACILITY

This international resort is home to an historical faith community and attracts visitors worldwide. The 1200-acre grounds included a resort hotel, conference center, hiking trails, a seminary campus and student housing, pools, golf course, fitness center and wooded areas.

Time Frame: 9 months

Key Results:

1. Converted an empty 7-story historical building into an integrative wellness center staffed with like-minded physicians, spiritual leaders and health professionals. Services were to include primary care, alternative therapies, fitness, nutritional programs and yoga as well as mental health services and spiritual healing programs.

2. Completed a business plan, budget, membership structure, policies and procedures, marketing plan and staffing model to successfully win the funding needed.

3. Won recognition from the Board for aligning all aspects of the work to the unique philosophy and history of their faith community.