Purpose Guides Institute · Internal Strategy Document
Portals to Purpose — Campaign Overview
All Landing Pages · Quick Reference
Season Entry · Build Now
Season Landing Page
Primary FB ad destination + Mar 14 blast. Single goal: email capture.
URL to be set once built⚠ Not yet built — most urgent
April Event · $25–55
Grief as Portal to Soul
Apr 19. Linked from Apr 4 blast + Email 3 (Apr 1). Minor changes still needed.
purposeguides.org/grief-gateway✓ Exists · minor updates needed
May Event · Free / Donation
Finding Your Wild · Craig Foster
May 30. FB ad destination (May). Apr 4 blast. Email 4.
purposeguides.org/finding-your-wild✓ Already exists
Full Season · Reference Page
Portals to Purpose — Full Overview
Thank-you redirect after signup. Jul 1 blast destination. All 6 events, river map, testimonials. Pictures + grief section still to update.
purposeguides.org/portals-to-purpose✓ Exists · pictures + grief to update
Flagship Program · Sept 2026 · $1,500
Purpose Discovery Programme
Campaign goal. FB PDP ad (Aug). Email 7. Jul 1 blast mention. Retarget only. Requires Discovery Call before joining.
purposeguides.org/pdp✓ Exists on site
Certification · Jan 2027
Purpose Guides Training
Secondary goal. Mentioned lightly in Email 6 + Jul 1 blast. Don't compete with PDP push. Also requires Discovery Call.
purposeguides.org/pgt✓ Exists on site
Funnel Gate · Free · 30 min
Free Discovery Call
Required before joining PDP or PGT. A soulful no-pressure 1:1 or small-group conversation with Rachael. CTA on Three Portals page + Email 7 links here first, then to PDP.
purposeguides.org/discovery-call-1✓ Exists on site
Status Key
The North Star
Every touchpoint — every ad, every email, every landing page — has one job at a time. The campaign is not selling all six events. It is warming cold strangers into PDP registrants ($1,500) by September, one small step at a time.
The funnel: Cold FB audience → Email list → Soul Sangha → Grief/Foster events → Three Portals to Purpose → Discovery Call → PDP. Each stage qualifies the next. Nobody joins PDP without a Discovery Call with Rachael first.
The Warming Funnel · March → September
targeting strangers
Portals to Purpose list
Grief Circle · Foster event
(June — the pivot point)
with Rachael · required
Programme · Sept 2026
Month-by-Month Timeline
Brand awareness
Brand + Grief
Craig Foster push
3 Portals push
Retarget only
PDP conversion
Landing Pages — What to Build & Where to Send Traffic
| Page | Status | Traffic Source | One Goal | Key Elements |
|---|---|---|---|---|
| Season Landing Page purposeguides.org/portals | Build now | FB Brand Ad (Mar–Apr) Mar 14 blast link |
Email capture | Hero · Rachael quote · Soul Sangha featured · CC form · One line Craig Foster teaser · Link to full page |
| Grief as Portal to Soul purposeguides.org/grief-gateway | Exists · minor updates | FB Brand Ad (Apr) · Apr 4 blast · Email 3 | Event registration | Already built — minor changes still needed. Check Donorbox registration is working. |
| Finding Your Wild · Craig Foster purposeguides.org/finding-your-wild | Already exists | FB Craig Foster Ad (May) · Apr 4 blast · Email 4 | Event registration | Already built — check it captures email on registration. |
| Three Portals to Purpose purposeguides.org/three-portals | Build — priority | FB retarget ad (June) · Jun 1 blast to engaged segment · Email 5 | Paid registration | Most important conversion page of the season. What the 3 sessions cover · Rachael bio · Testimonials · Sliding scale · Discovery Call CTA at bottom as "next step toward PDP." |
| Free Discovery Call purposeguides.org/discovery-call-1 | Exists on site | Email 7 · Three Portals LP bottom CTA · PDP + PGT pages | Book call with Rachael | Required gateway before joining PDP or PGT. 30 min, free, 1:1 or small group. Email 7 links here, not directly to PDP. Already a beautiful page — no changes needed. |
| Purpose Discovery Programme purposeguides.org/pdp | Exists on site | FB PDP Ad (Aug) · Jul 1 blast mention · After Discovery Call | Apply / book discovery call | Already exists — ensure Sept 2026 start date is clear and CTA routes via Discovery Call. Retarget only for ads. |
| Purpose Guides Training purposeguides.org/pgt | Exists on site | Jul 1 blast mention · Email 5 | Training enquiry | Secondary goal — mention lightly in July, don't let it compete with PDP push |
Email Sequences — New "Portals to Purpose" List
Triggered automatically when someone signs up on the Season Landing Page. 7 emails total. Drafts for Email 1 + 2 already exist — see notes below. Email 3 (Apr 1) is new.
| # | Send Timing | Subject / Theme | One Ask | Notes |
|---|---|---|---|---|
| 1 | Immediate on signup | "Something brought you here…" Warm personal welcome from Rachael | Join Soul Sangha (next date) | Draft exists ✓ — update P.S. to replace reflection question with Soul Sangha signup CTA. Change "View all events" button to "Join us at Soul Sangha →" |
| 2 | Day 4 | "What if purpose isn't something you find?" The philosophy behind the season | Register Grief Circle Apr 19 | Draft exists ✓ — beautiful as written. Remove PDP/PGT section (too early). Replace P.S. Soul Sangha mention with a warm Grief Circle feature. Add date + sliding scale price. |
| 3 | Apr 1 | "What grief knows that the mind doesn't" Grief as an unexpected portal to aliveness | Register Grief Circle Apr 19 | New email to write. Bridges the 6-week gap after Email 2. Goes deeper on grief — not as something to fix, but as a doorway. Email 2 mentioned the Grief Circle softly; this one features it fully. Date, sliding scale $25–55, warm direct ask. |
| 4 | ~May 1 | "Have you seen My Octopus Teacher?" Craig Foster teaser — wildness hook | Register Craig Foster May 30 | New email to write. Lead with the film as a cultural hook. "What does it look like to surrender to wild relationship with the world?" Free event, low friction ask. |
| 5 | ~Jun 1 | "You've been on this journey. This is the next step." Personal — from Rachael | Register Three Portals Jun 16–30 | Most important email of the season. Reference the journey so far (Soul Sangha, grief, wildness). Introduce Three Portals as the natural next step. Mention it leads toward PDP — plant the seed. |
| 6 | ~Jul 1 | "The final chapter of the season" July + August events | July/Aug events + PDP interest | Lighter touch. Two final events. First explicit mention of PDP — frame as "if this season has moved something in you, the full journey begins in September." No hard sell. |
| 7 | ~Aug 1 | "The Purpose Discovery Program is open." Direct PDP invitation | Apply for PDP Sept 2026 | Only send to engaged segment — people who attended at least one event. This is the conversion email. Testimonials. Urgency (limited places). CTA links to Discovery Call first, not directly to PDP — purposeguides.org/discovery-call-1 |
Blast Calendar — Existing 35K List (J's Recommendations)
| # | Send Date | Segment | Featured Event | One Ask | Destination |
|---|---|---|---|---|---|
| B1 | Mar 14 | Full 35K list | Soul Sangha — Mar 24 | Register Soul Sangha | Soul Sangha reg. page |
| B2 | Apr 4 | Full 35K list | Grief Circle Apr 19 + Craig Foster May 30 (both free/low cost) | Register for one or both | Season full page or individual event pages |
| B3 | Jun 1 | Engaged only — Mar/Apr/May attendees | Three Portals to Purpose — Jun 16, 23, 30 | Register Three Portals | Three Portals LP (to build) |
| B4 | Jul 1 | Full 35K list | Eight Facets Jul 25 + Cross the Threshold Aug 15. Mention PDP + PGT. | Browse season / PDP interest | purposeguides.org/portals-full |
Organic Social · FB + Instagram (2x / week)
Mar–Apr · Theme: Belonging
Soul Sangha content. Community quotes. Rachael's voice. "You are not alone in this questioning." Builds trust with cold audiences who saw the ad.
May · Theme: Wildness
Craig Foster content. Nature imagery. My Octopus Teacher clips/stills if available. "What does it mean to be truly wild?" Amplifies the ad campaign.
Jun–Aug · Theme: Purpose + Soul
Testimonials from attendees. Purpose Octagon teasers. Behind-the-scenes of Three Portals. PDP stories from alumni. Social proof for PDP conversion push.
Build Priority — What's Needed & When
| Priority | What | Needed By | Why |
|---|---|---|---|
| ① Urgent | Season Landing Page | Mar 10–12 | Mar 14 blast goes out to 35K. Needs to be live and capturing emails before then. |
| ② Urgent | Email 1 + 2 updates | Mar 10–12 | Anyone who signs up from the landing page needs to receive the welcome sequence immediately. |
| ③ Urgent | Email 3 — write new | Mar 25–28 | Sends Apr 1 to the Portals list. Grief Circle is Apr 19 — needs to land with enough lead time for people to register. |
| ④ Soon | Three Portals to Purpose LP | Before Jun 1 blast | Most important conversion page of the season. The Jun 1 blast and Email 5 both point here. |
| ⑤ Soon | Email 4 (Craig Foster) | ~Apr 25 | Goes out ~May 1 to the new Portals list. Warm them up before the May 30 event. |
| ⑥ Later | Emails 5, 6, 7 | May–Jul | Can be written progressively. Email 5 most important — write it after Three Portals LP is done. |
Purpose Guides Institute · Portals to Purpose 2026 · Internal Strategy Document