Monthly Mega Course Strategy
General Playbook | AoL DC Center
Purpose: Repeatable strategies for monthly SKY Breath Meditation courses Goal: Maximize registrations and document effective processes
Quick Reference: Key Playbook Points
DC Market (ZIP 20009)
- Population: 53,357 | Median Age: 33.2 | Education: 83.85% bachelor's+
- Key insight: High-stress professionals, evidence-based messaging resonates
Webinar Timing
- Best days: Tuesday/Wednesday, 6-7 PM ET
- Avoid: Friday evenings
Webinar Formats
- Panel: 60 min (engaging, multiple perspectives)
- Solo: 45 min (science deep-dive)
- Mini: 30 min (quick taste, high conversion)
Key Stats to Feature
- 218% deep sleep | 50% well-being | 56% stress reduction | 70% depression remission
Platform Priority
- LinkedIn (HIGH) - DC professionals
- Instagram (HIGH) - Reels, Stories
- Email (HIGH) - Existing lists
- Facebook (MEDIUM) - Groups, events
Success Targets
- Registrations: 100+ | Show-up: 40-50% | Stay to end: 70%+ | Convert to course: 15-25%
30-Second Pitch
"We teach a breathing technique backed by 100+ research studies for stress relief. Have you ever tried breathing exercises for stress?"
Detailed sections below.
Target Market Profile: ZIP 20009 (DC)
| Factor | Data | Implication |
|---|---|---|
| Population | 53,357 | Sizeable local audience pool |
| Median Age | 33.2 years | Younger audience, mobile-first, value time |
| Education | 83.85% bachelor's+ | Expects polished, evidence-based content |
| Income | $140,555 median | Premium positioning viable |
| Work Culture | High-stress, always-on | Stress/burnout messaging resonates strongly |
| Renters | 65.41% | Transient population, mobile-first |
| Diversity | 14.4% Hispanic, 16.1% Black | Culturally inclusive imagery matters |
Platform Reach (Estimated)
| Platform | Est. Users | Best Use |
|---|---|---|
| YouTube | ~42,800 | Video content, guided meditations |
| ~35,500 | Community groups, events, 30+ audience | |
| ~28,000 | Reels, Stories, 18-40 audience | |
| ~15,000 | Professional/corporate wellness | |
| TikTok | ~20,200 | Short-form, 18-35 audience |
Webinar Strategy
Purpose
Free webinars serve as top-of-funnel lead generation, building trust and demonstrating value before asking for course registration.
Recommended Formats
| Format | Duration | Best For |
|---|---|---|
| Panel Discussion | 60 min | Engaging conversation, multiple perspectives, broader appeal |
| Solo Presentation | 45 min | Deep-dive on science/research, single expert credibility |
| Mini-Workshop | 30 min | Quick experiential taste, high conversion intent |
Optimal Timing (DC Market)
- Day: Tuesday or Wednesday (mid-week stress peak)
- Time: 6:00-7:00 PM ET (after work, before evening commitments)
- Avoid: Friday evenings (happy hour culture in DC)
Content Structure Template
Panel Discussion (60 min): | Segment | Duration | Purpose | |---------|----------|---------| | Welcome & intros | 5 min | Establish credibility | | Opening hook | 10 min | Timely topic that resonates | | Panel discussion | 25 min | Practical insights, stories | | Audience Q&A | 12 min | Engagement, address objections | | Breathing demo | 5 min | Experiential taste | | CTA/Next steps | 3 min | Clear registration path |
Solo Presentation (45 min): | Segment | Duration | Purpose | |---------|----------|---------| | Welcome | 3 min | Intro, quick poll | | The Problem | 5 min | Relatable pain points | | Science/Research | 10 min | Credibility, evidence | | Benefits | 7 min | What changes for them | | Live Demo | 12 min | Experience the technique | | Q&A | 6 min | Address questions | | CTA | 2 min | Clear next step |
Key Stats to Feature
- 218% increase in deep sleep
- 50% increase in well-being hormones
- 56% reduction in stress hormones
- 70% depression remission rate
- 100+ peer-reviewed studies
Registration & Follow-Up Flow
Pre-Webinar: 1. Registration via Eventbrite (capture: name, email, "how did you hear about us") 2. Confirmation email with calendar invite 3. Reminder: 24 hours before 4. Reminder: 1 hour before (with Zoom link)
Post-Webinar (48-hour sequence): | Timing | Email | Content | |--------|-------|---------| | Immediately | Thank you | Replay link (48 hrs), course CTA | | +24 hours | Value add | Tips + course reminder | | +48 hours | Last chance | Replay expiring, final push |
Promotion Strategy
Platform Mix
| Platform | Priority | Tactic |
|---|---|---|
| HIGH | Target DC professional groups, federal workforce | |
| HIGH | Reels (30-sec tips), Stories countdown | |
| MEDIUM | DC wellness groups, event listing | |
| HIGH | Existing contacts, partner lists | |
| LOW | r/washingtondc, r/meditation (authentic only) |
Promotion Timeline
| Timing | Action |
|---|---|
| -3 weeks | Confirm presenters, select date |
| -2 weeks | Launch promotion (Eventbrite live, social posts) |
| -1 week | Email blast, ramp social |
| -3 days | Reminder push |
| -1 day | Final reminder |
| Day of | 1-hour reminder with link |
Promotional Assets Checklist
- [ ] Event graphic (1080x1080 for social)
- [ ] Short video clips of presenter (30 sec each)
- [ ] Email copy (announcement + reminders)
- [ ] LinkedIn/Facebook post copy
- [ ] Landing page with registration
Local Event Outreach
Purpose
In-person presence at community events builds awareness and captures leads for upcoming courses.
Event Types
| Type | Approach | Materials |
|---|---|---|
| Wellness events | Network, flyer distribution | Flyers with QR code |
| Holiday/community markets | Booth with demo | Banner, sign-up sheet, tablet |
| Partner venues | Cross-promote | Leave flyers with organizers |
Booth Setup Checklist
- [ ] Table banner/backdrop with AoL branding
- [ ] Flyers with QR code to registration
- [ ] Sign-up sheet (name, email, phone)
- [ ] Tablet for on-the-spot registration
- [ ] Giveaway item (breathing tip card)
- [ ] Demo schedule sign ("Free 5-min breathing demo every :30")
Talking Points (30-second pitch)
- "We teach a breathing technique backed by 100+ research studies for stress relief"
- "Free intro session - learn a technique you can use in 5 minutes daily"
- "Have you ever tried breathing exercises for stress?" (engagement question)
Success Metrics
| Metric | Target | How to Measure |
|---|---|---|
| Webinar registrations | 100+ | Eventbrite |
| Show-up rate | 40-50% | Attendees / registrations |
| Stay to end | 70%+ | Zoom retention |
| Course registrations from webinar | 15-25% | Tracking links |
| Email list growth | 80+ new per webinar | List size delta |
| Event leads captured | 20+ per booth | Sign-up sheets |
Presenter Pool
| Presenter | Credentials | Best Format | Availability |
|---|---|---|---|
| Chris Smythe | Business Owner, Meditation Coach | Panel discussion | TBD |
| Ajay Tejasvi | Leadership Trainer, Meditation Coach, Entrepreneur contributor | Panel discussion | TBD |
| Ronnie Newman | Research/Science expertise | Solo presentation | TBD |
Proven Messaging Themes
For DC Professional Audience
Stress/Burnout Angle:
- "Science-backed stress relief for high-performers"
- "What if you could reduce stress in 15 minutes a day?"
- "Burnout recovery: The neuroscience of breathing"
Leadership/Growth Angle:
- "Job Hugging Is the New Quiet Quitting" - inner resilience drives innovation
- "Absolute Intelligence" - true intelligence begins within
- "Create workplaces where people grow, not grip"
Evidence-Based Angle:
- "Backed by 100+ peer-reviewed studies"
- Reference institutions (NIH, Georgetown, GWU if applicable)
Engagement Questions (Social Media)
- "What's one inner practice you rely on to stay centered?"
- "When was the last time you took 5 minutes just to breathe?"
Document History
| Version | Date | Changes |
|---|---|---|
| 1.0 | Dec 2025 | Initial general strategy |
Current Campaign
"New Year, New YOU!" - January 23-25, 2026
- See Webinar-Strategy-DC-Adaptation.md for campaign specifics
- See Events-Calendar-Outreach.md for event calendar
Owner: AoL DC Center Campaign Team