Bart Nollenberger · Webinars · Podcast · Organic Social · Meta Ads · Email & SMS
Bart's rule: "If you have people, you have a culture." Say "business, church, or team" — this is not automotive-only. Same core message, tailored per channel.
Business owners, GMs, nonprofit & ministry leaders, dealership principals.
Path: Authority content & podcast → "The Culture Cure" webinar → Culture Scorecard engagement.
Churches, teams, past clients, 20 Group & personal relationships — warm invites convert best.
Path: 45-sec videos & podcast → webinar → Culture Scorecard / free assessment call.
| Day | Anchor Activity | Channels Touched |
|---|---|---|
| Mon | Authority / value post + week's promo push begins | LinkedIn FB/IG |
| Tue | Podcast teaser (guest reveal) + webinar promo | FB/IG Email |
| Wed | 🎙️ Record podcast with guest + carousel post | LinkedIn Studio |
| Thu | Podcast pre-release clip + webinar reminder | FB/IG LinkedIn |
| Fri | 🎙️ Podcast drops + newsletter + Reel | All + Email |
| Sat/Sun | Repurposed clip / quote graphic (light touch) | FB/IG |
Tagline: "You Don't Have a People Problem. You Have a Culture Problem." · 60 min · Presenter: Bart Nollenberger, Maxwell Leadership Certified Coach & author of Keep the Change.
Lie #1: "If it were bad, I'd know." — Silence is a symptom, not health.
Lie #2: "Better pay fixes it." — People leave how a place feels.
Lie #3: "We just need better people." — Great people in a broken culture become broken, or become gone.
Cost of doing nothing: culture (not pay) is the #1 reason people leave (MIT Sloan); replacing one employee can cost up to 2× salary (Gallup); leaders spend 30–50% of their time on people problems that are really culture problems (Deloitte).
A confidential, whole-team assessment across 10 attributes in 3 impact tiers:
Tier 1 · Core Drivers: Trust & Respect · Living Our Values · Effective Communication · Empowerment & Accountability · Support & Care
Tier 2 · System Strengtheners: Teamwork & Collaboration · Seen & Heard · Continuous Learning
Tier 3 · Cultural Atmosphere: Celebration & Appreciation · Fun & Positive Environment
Rating bands: Destructive 0–59 · At-Risk 60–74 · Unstable 75–89 · Optimal 90–100. Key line: a 75 isn't "fine" — it's Unstable. Hidden number: participation under 70% is itself a red flag.
| # | Segment | Min | Key beat |
|---|---|---|---|
| 1 | Welcome & The Hook | 5 | Open on the pain; "if you have people, you have a culture." |
| 2 | Why Listen to Me | 5 | 42 yrs in the car business, Maxwell coach, recovery → "step one is admitting the truth." |
| 3 | You Can't Fix What You Can't See | 8 | The 3 Lies + cost-of-culture stats. |
| 4 | The Culture Scorecard | 12 | 10 attributes, 3 tiers, rating bands, why anonymous matters. |
| 5 | Real Numbers, Real Turnaround | 8 | ABC Co. sample (70.2% participation, 72.2% health, 3 high-risk areas) + verbatim comments. [Confirm license.] |
| 6 | What To Do With Results | 5 | Measure → Face it → Top 2 risks → 90-day plan → Re-measure. |
| 7 | The Offer / CTA | 5 | One link, said twice, dropped in chat. [Offer TBD.] |
| 8 | Q&A + Close | 12 | Seed 2–3 questions; close on hope. Final CTA + replay. |
Reuses the same two-week promo engine. Materials pending Bart — current placeholder below.
Focal point of the Aug 11–25 promo cycle. Practical leadership; converts to coaching + mastermind.
| Day | Post |
|---|---|
| Mon | 🎥 Video #1 — Lie #1: "If it were bad, I'd know." Announce webinar. |
| Tue | 🖼️ Registration graphic (title, date/time, 3 promises). Pin to top. |
| Wed | 🎥 Video #2 — Lie #2: "People leave how a place feels." (business AND church) |
| Thu | 📊 Cost-of-culture stats (MIT Sloan, Gallup). "What's it costing you?" |
| Fri | 🎥 Video #3 — Lie #3: "We just need better people." |
| Sat | 📸 Personal BTS: prepping the webinar. "42 years to teach this outside the car business." |
| Sun | 🔴 Facebook LIVE (10 min): "Ask me anything about your team's culture." Tease the scorecard. |
| Day | Post |
|---|---|
| Mon | 🎥 Video #4 — Name the Culture Scorecard for the first time (don't over-explain). |
| Tue | 📄 Case post — one ABC Co. page (teamwork 62.4). "Under 75 isn't fine — it's unstable." [license] |
| Wed | 🎥 Video #5 — The hidden number: "Under 70% participation is a red flag by itself." |
| Thu | 🏅 Credibility: book cover + Maxwell cert + a client thank-you (w/ permission). |
| Fri | 🎥 Video #6 — "What's in the webinar" rundown + free gift. Spots limited. |
| Sat | ⏳ Countdown graphic + 30-sec invite video. Email reminder #1 same day. |
| Tue Jul 28 | 📣 3 touches: "Today's the day" AM · 1-hr-before reminder + email · going-live post w/ join link. |
• Cross-post every video to IG Reels, LinkedIn, YouTube Shorts — no re-editing.
• Email list: 3 sends — announcement (Day 2), "what you'll learn" (Day 9), reminder (Day 13) + day-of.
• Mention the webinar in any Keep the Change episode airing these 2 weeks.
• Bart's personal outreach: 10–15 text/DM invites to past clients, church contacts & 20 Group — warm invites out-convert everything.
• Post the replay within 24 hours with the offer link.
• Clip 3–4 strongest 45-sec moments from the recording → next week's content, done.
• Follow-up email to all registrants (attended or not) with replay + offer.
• Boost budget (optional): $10–20/day behind the 2 best Week-2 videos, targeted local + business owners / church leaders.
| Ep | Record (Wed) | Release (Fri) | Working Topic | Guest Type | Ties To |
|---|---|---|---|---|---|
| 01 | Jul 8 | Jul 10 | You don't have a people problem — you have a culture problem | Business owner / leader | Culture Cure |
| 02 | Jul 15 | Jul 17 | The 3 lies leaders believe about their culture | Church / nonprofit leader | Culture Cure |
| 03 | Jul 22 | Jul 24 | What the silence on your team is really telling you | Author / Maxwell coach | Culture Cure |
| 04 | Jul 29 | Jul 31 | What we learned running last week's webinar | Solo / co-host debrief | Recap + W2 tease |
| 05 | Aug 5 | Aug 7 | Setting standards a team actually follows | High-performing GM / coach | Webinar 2 |
| 06 | Aug 12 | Aug 14 | Accountability without being the bad guy | Sales manager / coach | Webinar 2 |
| 07 | Aug 19 | Aug 21 | The hard conversation: coaching underperformers up or out | Leadership author / peer | Webinar 2 |
| 08 | Aug 26 | Aug 28 | From turnover to loyalty: a store's turnaround story | Client / success story | Proof + convert |
Mon: confirm guest, send prep sheet & questions.
Tue: guest-reveal teaser post + email mention.
Wed: record (Zoom/studio) → hand raw to DS edit.
Thu: DS delivers master + clips; schedule.
Fri: episode drops + newsletter + 1 Reel; remaining clips scheduled Sat–Tue.
• 1 full episode → YouTube + Spotify/Apple audio
• 3–5 vertical clips → Reels / TikTok / LinkedIn
• 1 quote graphic + 1 audiogram
• 1 newsletter section (Fri email)
• Best clips become Meta ad creative & retargeting fuel.
Draws on existing YouTube library too
Voice: warm, straight-talking, "if you have people, you have a culture."
Content pillars (weekly mix):
• "'If it were bad, I'd know.' That's the first lie leaders believe." (Reel)
• "People don't leave money. They leave how a place feels — business or church." (Reel)
• "If your team won't fill out an anonymous survey, that silence is data." (Reel)
Voice: peer-to-peer expert for owners, GMs & nonprofit/ministry leaders.
Content pillars (weekly mix):
• "A 75 on your culture score isn't 'fine.' It's Unstable."
• "Culture — not pay — is the #1 reason people leave (MIT Sloan). What's it costing you?"
• "Great people dropped into a broken culture become broken, or become gone."
| Slot | Facebook / Instagram | |
|---|---|---|
| Mon | Leadership insight (text/image) | Motivational Reel + Story |
| Tue | Webinar/promo or poll | Guest-reveal teaser + Story CTA |
| Wed | Carousel: Culture Scorecard tiers & bands | Behind-the-scenes recording Story |
| Thu | Podcast pre-clip + hot take | Podcast pre-clip Reel |
| Fri | Episode drop + key takeaway | Episode Reel + newsletter share |
| Sat/Sun | — | Quote graphic / repurposed clip |
| Campaign | Objective | Audience | Creative | Suggested Budget |
|---|---|---|---|---|
| 0. Boost the Winners Bart's core play | Engagement / Traffic | Local + business owners & church/ministry leaders | The 2 best-performing Week-2 videos | ~$10–20/day (Week 2) |
| 1. Webinar Registration Cycle push | Leads / Conversions | Cold: owners, managers, nonprofit/ministry leaders + lookalikes | "3 lies" hook video + reg form | ~$30–50/day during 2-wk window |
| 2. Retargeting → Register | Conversions | Video viewers, page visitors, podcast & IG/FB engagers, email list | ABC Co. case / urgency + reminder | ~$15–25/day |
| 3. Authority / Awareness Always-on | Video views / Engagement | Cold interest: leadership, culture, small business, faith communities | Podcast clips, 45-sec culture videos | ~$10–15/day continuous |
Start lean with the boost play (~$300–600/mo); scale into the full structure ($1,500–$2,800/mo) if cost-per-registration holds. All tracked live in the Meta Ads tab of the main dashboard.
• Cost per registration (target < $6–10)
• Registration → show-up rate (email/SMS reminders do the heavy lifting)
• Cost per Scorecard assessment / booked call
• Retargeting frequency & video hold-rate on clips
• 3–4 hooks per webinar (pain, curiosity, ROI, proof)
• Podcast clips double as ad creative — test winners weekly
• Refresh creative each cycle to fight fatigue
• Best-performing hook informs the next webinar topic choice
Every Friday when the podcast drops: new episode + 1 leadership takeaway + a soft CTA (register for the upcoming webinar, or grab the free book). Keeps the whole list engaged between cycles and feeds both funnels.
| # | Timing | Goal | |
|---|---|---|---|
| 1 | T-14 | "You're invited" — topic + why it matters | Register |
| 2 | T-9 | Value email — teach one idea from the webinar | Register + warm |
| 3 | T-4 | "What you'll walk away with" + proof/testimonial | Register |
| 4 | T-1 | Day-before reminder + how to join | Show up |
| 5 | Day-of AM | "Tonight at 5 PM PST" + Zoom link | Show up |
| 6 | T+1 | Replay + next-step CTA (Scorecard / call) | Convert |
| 7 | T+3 | "Did you get your questions answered?" book-a-call | Convert |
| Timing | Text |
|---|---|
| On register | Confirmation + calendar link + "save this Zoom link." |
| T-1 evening | "See you tomorrow at 5 PM PST — here's your link." |
| Day-of · 1 hr before | "We go live in 60 min. Tap to join: [link]." |
| T+1 (attendees) | "Thanks for coming! Ready for your Culture Scorecard? Book here." |
| T+1 (no-shows) | "Missed you — here's the replay + a way to still get on a call." |