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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

Course Leadership Team (Jan 2026)

Role Name
Course Teacher Ajay, Chris
Lead Bhaskar
Lead Prateek
Lead Anand
Organizer Sinchin

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

  1. LinkedIn (HIGH) - DC professionals
  2. Instagram (HIGH) - Reels, Stories
  3. Email (HIGH) - Existing lists
  4. 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?"

Campaign Kickoff Ritual

At the start of any campaign, the volunteer team gathers for:

  1. Build Sattva — Group meeting for sadhana and chanting touchpoints every day
  2. Make a Repeat Checklist — List of to-do checkpoints that repeat throughout the campaign
  3. Set a Number Intention — How many registrations should we get? Be specific.
  4. Visualize — See the demography appearing as they fill the hall. Picture the faces, the energy, the full room.

This ritual builds collective energy and shared intention before the campaign work begins.

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
Facebook ~35,500 Community groups, events, 30+ audience
Instagram ~28,000 Reels, Stories, 18-40 audience
LinkedIn ~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.

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
LinkedIn HIGH Target DC professional groups, federal workforce
Instagram HIGH Reels (30-sec tips), Stories countdown
Facebook MEDIUM DC wellness groups, event listing
Email HIGH Existing contacts, partner lists
Reddit 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)

  1. "We teach a breathing technique backed by 100+ research studies for stress relief"
  2. "Free intro session - learn a technique you can use in 5 minutes daily"
  3. "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

Availability/Contact: See Presenters for confirmation status and contact details.

Code Presenter Credentials Best Format
PRES-01 Chris Smythe Business Owner, Meditation Coach Panel discussion
PRES-02 Ajay Tejasvi Leadership Trainer, Meditation Coach, Entrepreneur contributor Panel discussion
PRES-03 Ronnie Newman Research/Science expertise Solo presentation

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

Owner: AoL DC Center Campaign Team

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Last updated: 2025-12-23

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