Blue Rock Training: (Kickass) Messaging and an online presence to match its razor-sharp vision.

When the universe stitched together the incredible being that is Sychar Yebra, it went heavy on the tenacity.  

Full of effort and drive, Sychar Yebra has that special touch of magic that sets entrepreneurs apart from the rest of the world. Be it bravery, confidence, or an unconventional willingness to take risks, she brings something to the table that inspires everyone around her.

To meet Sychar is to believe in her.

So when she explained to us her vision—to equip Certified Nursing Assistants with the best education and training in the tri-state area and beyond—we were immediately keen to amplify her message.

The Problem:

Blue Rock Training had an established purpose and personality, but that wasn’t apparent anywhere online. Sychar wasn’t communicating to her ideal students. 

The Solution:

  • Solidify BRT’s message.

  • Use that clarified messaging to overhaul the website.

  • Build a nurturing email campaign that speaks to BRT’s clients. 

Step 1: The Intake Interview 

We dug into Blue Rock Training’s identity in an intense, 2-hour interview with Sychar. We used that information—as well as customer research—to build out the BRT brand. 

Blue Rock Training (and its students!) is selfless, self-sacrificing, generous, and kind. They are a perfect archetypal mix of Hero and Caregiver. 

Using their archetypes, customer personas, and our narrative approach, we crafted brand messaging for Blue Rock to use as the base of all their communications. 

“Amanda and her team have been AMAZING to work with. I have no expertise in marketing, but she has taught me a lot about how it works. She's a good listener, she understands what I'm trying to accomplish. She gives you suggestions on how to help your company grow in the marketing aspect.”

— SYCHAR YEBRA, Blue Rock Training Center

Step 2: The Website

With approved messaging that represented Sychar’s vision for Blue Rock, the ColorWord team moved to the website. Our process always begins with words, so Sychar approved her copywriting before we began to build out her homepage.  

Step 3: The Email Funnel

Once the site was up and running, our team wrote and designed a nurturing email campaign.

A nurturing email campaign is: A series of automated emails (usually six, in our work) designed to build a relationship with hot leads. It provides value, education, and a consistent brand voice to guide ideal customers to respond to your call to action.

Potential students who aren’t quite ready to commit can have their curiosity sated with more information while simultaneously getting entered into the six-email automated funnel. 

The Result:

Sychar hit her student enrollment goal for the year by September 3, and came back to us with more ideas to help refine and execute. 

“All these experiences/processes have been smooth, stress-free, and really, all I had to do was approve.“

You can’t keep lightning in a bottle, right, Sychar?