Strategic Visibility Case Study: From Local to Corporate Contracts

In April 2024, Jo was delivering mental health training courses in a local hall. Seventeen months later, she's designing bespoke content for the CEO of Europe's largest vertically integrated digital car marketplace.

Here's what changed everything.

The Tool vs. Strategy Revelation

When Jo first reached out, she had one specific request: "Can you teach me Canva so I can create better images for my mental health training courses?"

It seemed straightforward enough. But during our first session, I asked a different question: "What contacts do you have?"

Her answer was telling: "They're all my husband's friends or colleagues. Nobody I could really use for business."

Here's what Jo didn't realise: she was dismissing a goldmine of potential pathways to opportunity.

Every single contact—even her husband's friends and colleagues—could be one or two degrees away from exactly the person she needed to meet. You never know who in your network knows someone at a major corporation, or has a connection to a CEO looking for training or consultancy solutions.

The Evaluation Sheet Breakthrough

Jo had incredible testimonials from her training sessions—genuine praise from participants who'd experienced real transformation. But she was posting the evaluation sheets exactly as they were: formal, corporate, impersonal.

Nobody was engaging.

The solution was devastatingly simple: "Take the same evaluation sheet, sit in a chair reading it, and take a staged photo. Then write what they said in the caption."

That single change transformed everything.

Suddenly, her LinkedIn exploded with engagement. The same testimonials that had been ignored as corporate documents became powerful, personal endorsements when Jo put her face to them.

Behind-the-Scenes Content That Built Authority

We started documenting Jo's business journey authentically:

• Videos from her trip to Leeds when she landed a training contract

• Walking through her local high street, announcing free training partnerships

• Showing the reality of consultant life—the travel, the preparation, the client meetings

Each piece of content positioned Jo not as someone asking for work, but as someone actively delivering value to serious clients.

The Credibility Cascade Effect

Here's where strategic visibility becomes exponential growth:

When Jo started posting about working with high-end clients like Rolls Royce—maintaining privacy while sharing credibility—something fascinating happened. People who had met her previously began commenting on her increased visibility.

She was being taken more seriously in meetings. Her phone started ringing with referrals. Prospects could see exactly what she delivered before they even spoke to her.

From Local Hall to European Marketplace

The transformation speaks for itself:

April 2024: Delivering courses locally and struggling to see how the business could possibly scale September 2025: Designing bespoke stress resilience content following direct discussions with Avril Palmer-Lavery, CEO of Constellation Automotive Group—Europe's largest vertically integrated digital car marketplace

The company includes Cinch, We Buy Any Car, Marshall Motors, and British Car Auctions. Jo now has training sessions booked across UK and European locations.

I have to pause here to congratulate Jo properly. What I admire most about her is how passionate, talented, and driven she is. This has been central to her success. Jo doesn't stay in her comfort zone. When I'd make a suggestion for a post, she'd try it. When she got an opportunity to network, she'd take it. Her willingness to act on strategic advice and push beyond what felt safe made all the difference.

Why This Transformation Happened So Fast

Jo's success wasn't about creating content from scratch. It was about leveraging what already existed:

• Her expertise was real—she just needed to make it visible

• Her testimonials were powerful—they just needed the right format

• Her client wins were impressive—they just needed strategic sharing

• Her personality was engaging—it just needed the right platform

The irony? We never did get around to that Canva training. When I realized Jo's potential, it became clear she should outsource design work and focus entirely on what only she could do: sharing her story and building relationships through authentic content.

The Strategic Visibility Formula for Consultants

Jo's journey reveals three critical elements that transform consultant businesses:

Leverage existing credibility: Your past clients and testimonials are your strongest marketing assets—when presented strategically.

Document the journey: Behind-the-scenes content builds trust faster than polished corporate messaging.

Make referrals effortless: When prospects can see exactly what you deliver and how you work, referrals become natural conversations rather than awkward asks.

The Compound Effect of Strategic Visibility

Here's what most consultants miss: visibility isn't just about attracting new clients. It's about making everything else in your business easier.

When Jo walked into meetings, people already knew her work. When she pitched for contracts, prospects had already seen her expertise in action. When satisfied clients considered referrals, they could point to specific content that demonstrated Jo's capabilities.

Strategic visibility transformed a training consultant working from a local hall into a specialist designing content for European marketplace leaders—in less than eighteen months.

The expertise was always there. The difference was making it impossible to ignore.

After 25+ years developing strategic communication for global brands like L'Oréal, Colgate, Volkswagen, and Ryanair, I've learned that the most successful leaders aren't just excellent at strategy—they're excellent at making their expertise visible to the right people at the right time. My experience in high-stakes negotiations and award-winning strategic campaigns has taught me that visibility isn't about personal branding—it's about strategic communication that positions leaders for the recognition their expertise warrants.

Ready to stop losing opportunities to more visible competitors? My Strategic Visibility for Ambitious Leaders service helps established CEOs, MDs, NEDs, and senior consultants leverage their expertise into the online authority it deserves. This isn't about building a personal brand - it's about strategic communication that ensures your visibility matches your professional success. Book a strategic consultation to discuss how strategic positioning can transform your competitive advantage.