We built a plan to launch the business, create awareness and target the existing database, also extending into advertising & social media channels, throwing the net even wider. The first task was to examine the name, and develop a strategic positioning for the business as a whole. While the ‘experts’ would go through the program their superiors would generally make the decision, and there was often push back from subject matter experts when asked to go on course outside of their expertise, so this had to be taken into consideration too.