Warmups With Kathleen

Warm Ups with Kathleen began as a successful Youtube channel that evolved into a uniquely targeted app for singers. Creator Kathleen Hansen serves as director to multiple choral organizations in San Diego, California, and recognized the power of warmups not only as a skill building resource, but as a source of deeper community connection. In addition to navigating growing momentum around this new endeavor, Hansen had an existing professional brand that needed to serve as a bridge between her direction and vocal coaching services and the launch of this powerful digital resource.

SECTORS

Barbershop, Choral
Education
Performing Arts

PRIMARY LEADERS

Kathleen Hansen, Founder

ENGAGEMENT

Fractional CMO, 3 years

AREAS OF FOCUS

Brand Unification & Positioning
Web Presence
Content Creation
Promotional Strategy

ACCOMPLISHMENTS

BRAND

Collaborative input and guidance to expand brand presence including color palette and imagery to establish and unify the Warmups with Kathleen brand.

WEB PRESENCE

Design, copywriting, imagery selection and creation of a web landing page to promote the Warmups with Kathleen App and guide users to the App Store and Google Play.

POSITIONING

Benchmarking and ideation that informed positioning and content development including features, benefits and unique value proposition.

SCOPE & WORK

More About Warmups With Kathleen

Warm Ups with Kathleen invited Nicknox Communications to collaborate on the evolution and launch of the brand. In this capacity, Nicknox offered input that shaped brand development, go-to-market strategy, product positioning, message strategy, copywriting and digital presence.

Web Presence

After nearly a year in development, the Warmups with Kathleen App was preparing to launch and needed promotional web presence. Nicknox partnered with founder Kathleen Hansen to develop a landing page to take the App to market. The site positions features and benefits, guides users to the respective App and Google Play Stores, illuminates the inspiration behind the resource and acknowledges a strategic partnership with ChoirGenius.

App Positioning

An extension of Kathleen Hansen's popular YouTube Channel, the Warmups with Kathleen App introduced a full offering of expanded functionality available on and offline. Clearly articulating the features and benefits of the App helped create a compelling case for the personalized, on-demand resource for singers.

Promotional Strategy

When preparing for the 2024 GALA Conference, Hansen anticipated a high-demand audience with tremendous interest in the vocal resource. In preparation, Nicknox partnered to develop a popup banner, takeaway cards and buttons to help spread the word and make it easy for interested singers to learn more and download.

Message Strategy

Contextualizing the inspiration behind Warmups with Kathleen was a foundational element of the message strategy for the App. Hansen's popular YouTube Channel grew exponentially during the pandemic, prompting a thoughtful evaluation of the real drivers of engagement. Recognizing the power of singing together, Hansen developed the app with a heart to help singers across all vocal genres feel connected as they continued to build skills and improve vocal consistency.

Brand Alignment

Kathleen Hansen was already an established choral director and vocal coach with multiple organizations before the concept for Warmups with Kathleen was conceived. Updating the look, content strategy and web platform for KHansenMusic.com helped cultivate brand alignment with a cohesive, polished presentation.