The full Excelsior Program is about recalibration, helping emerging and growing companies reach their highest potential. This Abridged version is more about specific need, where we’ve divided the two phases of The Excelsior Program into standalone instructions available based on your unique needs.

As with the full Excelsior Program, Lilian Raji will spend time at your office working with you one-on-one in designing strategies to advance your company. What this work will entail is dependent on which of the two paths you take.

And just as with the full program, both paths will help elevate your company without the need of a long-term retainer agreement. Excelsior Abridged provides you the strategy development received by all of our Agency clients; but instead of our team completing these strategies on your behalf, we’ll instead show you how to execute these strategies on your own, providing you resources to do so while we remain by your side to advise throughout the implementation process.

The Abridged Program

While the full Excelsior Program is best for emerging and growing companies, Excelsior Abridged is most suitable for established companies, including international companies entering the U.S. market. With such companies, you already have a vision of what you want to achieve, now you need to know how to get it done. You already have a team to do the work, you just need the knowledge.

Excelsior Abridged Path I is about modernizing your original vision so your company can evolve with the times.

Excelsior Abridged Path II is about having a comprehensive strategic communications plan developed exclusively for your company, giving you step by step instructions on how to incorporate public relations, social media and other marketing tactics into your business.

Both come with personalized attention and office visits from Lilian Raji so you’re assured what we propose was designed especially for you. Both also come with 60- to 90-minute phone or Skype check-ins every two weeks for 90 days after the office visit to ensure your investment in us delivers beyond your expectations. We’ll govern accountability, give guidance for any roadblocks or obstacles, provide resources to aid in execution and ensure your team is fully committed and taking all necessary actions for your company to reach its highest potential.


If you only need a fresh set of eyes on your existing business model, EA: Path I is for you.

Our services begin with Lilian Raji visiting your headquarters for an intensive, three-days getting acquainted firsthand with your existing business model.  She’ll tour your facility, examine your products, and allow you to share your story, who you are and what you stand for as a company.  She’ll work with you in a deep dive to get to the core of whatever roadblock is hindering your progress.

At the end of the three days, your path will be clear, and you’ll know exactly what you need to do next to breakthrough your challenges.

For 90 days after the visit, Lilian Raji will hold you accountable in seeing the breakthrough happen with 60- to 90-minute phone or Skype sessions every two weeks. You’ll also be able to email her at any time during the 90 days with any questions that arise between phone sessions.


A three-day intensive session at your company office, where we’ll address the following:

  • Discovery:  Understanding your company vision and how you’ve arrived where you are
  • Goal-setting: Determining what we’ll achieve together over the next six months
  • The Deep Dive: Uncovering hidden factors impacting your company’s progress
  • Your Customers Are…: Understanding why your customers choose you
  • Competitive Analysis: Knowing who does what you do and how you can be better than them
  • Passion and Discipline: Understanding your competitive advantage to define your messaging
  • The Missing Link: Identifying what needs to be implemented for you to be successful
  • The Way Forward Part One: Assembling all components of Phase I to develop your Business Strategy Agenda, a blueprint of how you move forward from here

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  • 60- to 90-minute Skype or phone sessions every two weeks for 90 days following the visit
  • Regular communication by email
  • Delivery of supplemental information to aid in the Business Strategy Agenda
  • As appropriate, introductions to personal contacts that can support the company


If you already know where you want to go, but just need help in knowing which communication strategies will help you get there, then EA: Path II is your best bet.

After two or three Skype sessions, where Lilian Raji will conduct a thorough interview with you to understand your current business model. With this understanding of who you are as a company, she is then better able to guide you forward in designing strategies that will help you achieve higher brand recognition and customer demand to help increase your sales.   

In the four weeks after your last Skype session, Lilian will take all the information you’ve provided her to design a Strategic Communications Manual personalized to your unique business.  The manual will address every challenge you’ve raised in your sessions and outline specific action items to conquer them.  The manual will also include key public relations, marketing and social media strategies you should implement, with step-by-step guidelines for execution.

But we don’t end here.

Once the manual is completed, Lilian will then spend two to three days at your office personally teaching you and your team every component of the manual and answering any questions you have.  And for 90 days after the visit, you’ll have 60- to 90-minute phone or Skype sessions with Lilian every two weeks for her to assist you with any challenges that arise during execution. You’ll also be able to email her at any time during the 90 days with any questions that arise between phone sessions.

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EA: PATH II Curriculum


Two to three days within your company office, where your team will be walked through every chapter of your newly designed strategic communications manual. Although every company’s manual will be different, the following topics will be addressed and presented in a way that directly relates to your business.  

I.  Your Strategic Communications Manual

Public Relations Strategy

  • What is public relations?
  • Crafting your story to get the attention of the press
  • Working with press
  • What you can and cannot do

Bloggers and Influencers

  • Everything you need to know about working with bloggers and influencers
  • How to work with bloggers
  • How to find the right influencers to work with
  • Negotiating the relationship with influencers

Social Media Strategy

  • Setting your objectives and goals
  • Identifying your target audience
  • Finding your right platforms
  • Finding your competitors on social media
  • Developing your content
  • Resources for social media management
  • Monitoring your online reputation and why
  • Keeping the lawyers away
  • Integrating social media into your overall marketing strategy

Content Strategy

  • Developing your platform strategy to support your business objectives
  • Creating a content calendar
  • Choosing your content: copy, image, video and other multimedia content
  • Creating content that engages your followers
  • When and how often to post

II.  Understanding the Social Media Platforms and Using Them in Your Strategy


  • Everything you need to know about Facebook
  • Setting up your Facebook Business Page
  • How to create high engagement levels on Facebook
  • Growing your Facebook audience
  • Understanding and selecting Facebook tools to manage your activity
  • Facebook guidelines and restrictions


  • Why you need Instagram
  • Instagram business pages
  • Setting up your account to generate results
  • Format essentials
  • Creating video for Instagram
  • Instagram features and brand tagging
  • Attracting and working with influencers
  • Growing and managing your Instagram account
  • How to generate sales with Instagram


  • Why you need YouTube
  • Setting up your branded YouTube channel
  • Your online video content
  • Helping people find your channel


  • Why you need Pinterest
  • Setting up your business accounts
  • Understanding the best content to share
  • Using Pinterest to drive traffic to your website
  • How to generate sales with Pinterest

Social Media Analytics

  • The importance of measuring performance
  • How to measure performance
  • Using Google Analytics
  • Online measurement tools

III.  Executing Your Strategic Marketing Plan

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  • 60- or 90-minute Skype or phone sessions every two weeks for 90 days following the visit
  • Regular communication by email
  • Delivery of supplemental information to aid in the outlined Strategic Marketing Plan
  • As appropriate, introductions to personal contacts that can support the company

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Let’s talk.

Choose a day and time that works for you on our calendar. You’ll receive an immediate confirmation.

If you can’t find a convenient time on the calendar, contact us to discuss other possible times.