Me&We – 1:1 Life Coach & Therapy Brand
Social Media Management | Content Writing.
My starting point with Me&We
When I first started, Me&We was a completely new brand.
The founder, Ms. Nicole, has worked in this field for over 10 years. However, most of her clients found her through word of mouth.
When we met, she shared her vision of building an official brand. She realized that after COVID-19, many people were struggling with their mental health, and she wanted to help them find their own happiness.
That’s how Me&We was born.
Challenges I Faced
3 years ago, life coaching was still a new concept in Vietnam.
Many people didn’t fully understand what it was.
And they often confused it with therapy, or mentoring and counseling
Additionally, mental health was (and still is) a sensitive topic.
People were hesitant to talk about their mental health struggles. They just ignored or avoided them instead. Many feared being labeled as having a “mental problem,” which sounds heavy.
So Me&We has three key goals at that time:
- Build an online presence on Instagram and Facebook
- Increase brand awareness among the target audience in Vietnam.
- Educate people about life coaching and the importance of mental health.
Ironically, I myself have no idea about life coaching as well.
What I did
To bridge the knowledge gap and create an effective strategy, I:
Online Research
Researched life coaching extensively, reading every resource available online to build a solid foundation about the concept.
Material Collection
Collected all materials from the coaches, including testimonials, case studies, videos, and podcasts.
Persona Development
Worked closely with the coaching team to identify and develop detailed target audience personas.
Target Audience Research
Joined different groups and forums to gain insights into the audience’s pain points and desire.
Market Research
Conducted market and competitor research.
Social Media Strategy
Developed a social media strategy using organic content to grow the brand’s visibility.
The content strategy includes three key pillars:
Life coaching
What it is, how it works, and how it differs from other methods.
Mental health challenges
Raising awareness about mental health issues and their impact.
Brand services and stories
Showcasing the team, events and activities, and service packages.
80% of the content focused on educational, inspirational, and informative content to raise awareness about life coaching and mental health, while 20% was promotional content for brand services.
This 80/20 content balance, combined with diverse content angles, will help the brand ensure the connection across different stages of the sales funnel.
Writing Samples
Results
I consistently implemented this strategy for two months, and here’s what I helped them achieve:
Beyond social media management, I collaborated with the team on various campaigns, including:
- Brand partnerships.
- Free webinars for audiences
- Launching new product packages.
Some campaigns failed, while others performed well, converting not only audiences into clients but also clients into team members.
Social media metrics of Me&We – Source: Metricool
Expanded Role
Initially, I worked as a Social Media Manager, but over time, I took on additional responsibilities:
- Landing Page and Ad Copywriting for NLP courses and marketing campaigns.
- Training Assistant in the team’s NLP courses.
- SEO Blog Writing for the website.
Tina Writes. 