“Most solutions focus solely on building skills and awareness, without ongoing support for habit change. Wisdom Labs’ approach takes into account internal and external factors that are the key to lasting impact.” – Wisdom Labs
To solve the issue of burnout, stress, anxiety, and loneliness you need a continuum of support at work and during your personal time. That is at the heart of Wisdom Labs’ products:
- Wise@Work Communities – an employee-led onsite program designed to build connection and increase resilience by weaving mindfulness into the fabric of the organization
- Wise@Work mobile app – meditations focused on work-based situations and learning series with various areas of focus designed to support individual/on-demand practice
- Spaces – dedicated onsite meditation spaces designed to foster a mindfulness routine in the workplace
- Labs – workshops taught by Wisdom Labs faculty designed to respond to acute company situations and needs
The desire to make sure that everyone received a continuum of support resulted in sales and marketing efforts promoting several products and product combinations simultaneously to the same broad audience. Prospects were being asked to consider multiple possible solutions instead of understanding immediately what the right solution was for their situation. Their product value statements for each were very similar. This, along with their lack of target audience personas, did not allow Wisdom Labs to accelerate revenue growth in the way they knew they were capable.
Mental health and workplace wellness are spaces in which Archetype has had a tremendous amount of experience navigating. We have designed and deployed multiple products and solutions to address mental health, as well as holistic workplace wellness. We also frequently partner with organizations to uncover and invest in innovative health and wellness solutions.
While we were uniquely positioned to accelerate Wisdom Labs’ revenue goals, as a company we believe that due diligence is key. Before ideating on a product, sales, or marketing strategy, our product development and marketing team conducted in-depth competitor analysis across the spectrum of Wisdom Labs’ offerings. They analyzed product features, social media presence, brand imagery and voice, value propositions, customer segments and engagement, and more in order to fully understand where to position Wisdom Labs among their competition.
At the heart of the strategy our product development and marketing team built for Wisdom Labs was the goal of achieving product clarity — an understanding of which product Wisdom Labs should lead with and how to communicate its value to the right audience.
The team divided Wisdom Labs’ target audience into two broad categories: B2B clients and B2C users. Through the client, individual user, and prospect conversations, they then identified the value proposition and lead offering for each target audience. Based on the results of this analysis, Wisdom Labs officially designated Wise@Work Communities as the flagship product that they offered employers with the additional products to be used as unique modifiers based on each workplace’s needs. For Wisdom Labs’ B2C users it was decided that they should lead with the Wise@Work App, providing free access to its host of expert resources to increase sign-ups and its app store rating. Our product development and marketing team developed criteria alongside our sales development team so that once a user signed up, they could be profiled to uncover more individuals who fit the B2B target audience.
Having divided their audience and product solution into these two broad categories, our product development and marketing team worked with Wisdom Labs to segment each target audience and create user personas to test messaging through organic social, paid ads, and sales development initiatives. They set clearer goals for Wisdom Labs’ social media presence based on newly targeted audiences for both their B2B and B2C products by segmenting the approach of each channel. They also focused on creating the right messaging for each product, including App Store Optimization for their Wise@Work app.