content strategy, brand communications, sales framework, UI/UX experience mapping, program collateral
for KAIZEN TYB approached us to support them with the presence—both online and offline—along with the packaging and positioning of their flagship program, KAIZEN by Yasir Khan.
KAIZEN, created by the UAE’s leading transformation coach and mindset mentor Yasir Khan, is a 90-day wellness journey that seamlessly integrates nutrition, movement, and recovery for a complete body and mind transformation. Designed for those ready to commit for 90 days physically, mentally, and emotionally, Kaizen needed strategic positioning. Despite a rapidly growing community, the brand struggled to communicate its core value, benefits, and offerings to their audience. Due to its unique nature, KAIZEN required a comprehensive strategy for both online and offline channels, unified through clear, impactful communications.
We understood that KAIZEN's approach had to be multi-faceted. Our work began with an audit of their entire web experience, reviewing every touchpoint associated with the program. We developed a cohesive web experience, focusing on user-centered UI/UX journeys to guide potential clients step by step through the program. Once the strategy was locked in, we brought the content to life. Key components were carefully structured: program details, accountability partners, commitment metrics and milestones, real success stories, a visual showcase of the KAIZEN community, an FAQ library, and strategic cross-sell opportunities to TYB’s services like Transform Your Food (TYF) and Transform Your Body (TYB).
Simultaneously, we developed the program collateral, including a comprehensive 200+ page transformation journal, a detailed program outline, and internal contracts. The final piece was a strong communications framework for their sales funnel. By identifying their core ICPs and mapping each group’s precise pain points, we built a hyper-personalized awareness and retargeting strategy. This included communications across IG DMs, emails, calls, in-person visits, and referrals—not just to drive sales, but to educate and engage TYB’s audience on how the KAIZEN program addressed their challenges and met their needs.
The results? Clear, hyper-personalized communications that boosted brand visibility, program collateral that expanded the KAIZEN community and brand love, and generated a surge in sign ups—all within just 3 months.
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