Inspired by Matthew Kelly’s best-selling book ‘The Dream Manager’, The Dream Manager Programme was developed to address the issue of dis-engaged employees with group based personal coaching that places equal emphasis on enabling employees to connect their business goals with their whole-life dreams. This gives Employers a programme that transforms engagement levels through the lives of their employees.


// Value Proposition // Brand Identity // Corporate Stationary // Web Design // Content Management (Articles + Press) // Video Production // Print Ads // Social Profiles and Campaigns / Twitter / LinkedIn / YouTube Channel / Pinterest DreamBoards // Course Material // Video Production // Sales Collateral


“GROUND has helped us refine how we communicate our business proposition and created a range of compelling content to help us reach target audiences. They have introduced us to key influencers and helped us to generate press coverage in key business publications and the nationals, which in turn boosted our online rankings and helped us to initiate sales opportunities with prospective customers. I’m having a meeting on Monday with a main board director of a large IT company that reached out to us, as a result of one of their activities – that's real ROI, right there!”


We really did make it all possible!

  • Created Annual Marketing plan – to deliver aggressive sales targets.
  • Created Marketing Function Infrastructure
    Delivered fully managed service to handover to an in-house team once recruited.
  • First Client Introduction.
  • Created Value Proposition.
  • Created Brand Identity relevant to B2B & B2C target audiences.
  • Web design, Content & Copy developed.
  • Social Media Platform set-up
    Twitter, LinkedIn, YouTube, Pinterest, Facebook.
  • Product / Proposition Focus Group developed & facilitated.
  • Content Strategy for Launch Campaign
    Blog, LinkedIn published articles, bi-lined press articles, journalist requests for comment, curated/created tweets.
  • PR
    Secured Press coverage in The Times, Personnel Today, Employee Benefits, Coaching at Work, TrainingZone, HRVille, HR Review, Love Business Expo, Call Centre UK, Contact Centres, Institute of Directors. Credit Control.
  • Course Material
    Entire suite of the Engagement Programme Course and the Coaching Course material collated, updated, anglicised, re branded and reprinted.
  • Video Production – Product explainer videos.
  • Sales Collateral
    Conception, copywriting, design – Print and Digital
  • Google AdWords Campaign
    Above average CTR 2.76% / industry avg. CTR 1.91%.
    Conversion rate 5.5% / industry avg. 2.35%
  • Paid Campaign – LinkedIn
  • On-line secure Resource Portal
  • On-line Member Forum

The Dream Manager Programme briefed GROUND to develop a marketing strategy and start up plan for their business launching in the UK & Europe under licence from the USA. The programme offers an employee engagement solution to organisations - B2B and a Coaching certification course to Coaches and Consultants - B2C. The strategy and material needed to reflect and speak to both these audiences.

For Businesses like The Dream Manager Programme with both B2B and B2C target audiences and different but related product offerings creating brand clarity and segmentation can prove challenging. Divide and conquer or create a family that can sit next to and complement each other?

For B2B the client wanted to change from the SME focus that the USA had adopted as its target market and target Medium to Large Enterprise. The Value proposition, Brand, Sales & Marketing, Printed and Digital collateral and entire suite of Engagement Programme course and Coaching Course material needed to be collated, updated, anglicised, re branded and reprinted.

GROUND offer a Tailored service to The Dream Manager Programme.

GROUND has delivered across the full marketing mix: Our journey started with the premise that we would be creating the Marketing function infrastructure, we initially delivered a Fully Managed service to handover to an in-house team once recruited.

From the initial Focus Group to establish the price point, positioning and response to brand, Website design and build, PR Campaign across National and Business publications including The Times Raconteur and an extensive Coaching Course product review in Coaching at Work, to the creation of the ongoing annual Marketing Plan for the new incumbent team to administer we partnered and delivered in all elements of the mix.

GROUND focussed on building the brand profile by defining the value proposition, target audience and the two product offerings. We created a brand family for the suite of course materials on offer and built the brochure website with CTA’s to drive leads down the buying funnel with Free books, Try before you Buy offers and Taster sessions for Certification courses. The website also supported a secure Resource Portal of downloadable materials for Certified Dream Managers and Course participants.

To promote the products during the Launch we utilised Google AdWords and a Paid LinkedIn campaign. To further promote the product offering and the CEO as a thought leader we developed the in-bound content strategy focussing on PR and Video Content.

Entrepreneurs and Start-up businesses that need to look bigger than their boots from the outset and establish a marketing infrastructure without the commitment to headcount will find it beneficial utilise this comprehensive service in support of their growth plans.