Marketing strategy
Shine Coaching
November 2025
Summary
The marketing strategy enabled Shine Coaching to move from a grant-dependent operation with an uncertain future to an organisation with clear sustainability pathways. Fiona estimated the value at £50,000, though the transformation extended beyond financial metrics.
For beneficiaries, improved visibility means more men experiencing anger will discover that support exists. The new marketing approach highlights anger as a normal emotion, potentially reducing the stigma that prevents men from seeking help. The organisation now operates with strategic clarity about its unique value proposition whilst exploring various revenue models. Commenting on the impact of the project, Graham said, “It will allow Shine to focus on things other than coaching that are important in keeping them moving forward.”
The project exemplified how expert volunteer support, when properly matched and given time to develop, delivers transformational change. As Fiona summarised: "Thank you for introducing us to Tyrone - the journey has been incredible!" Shine Coaching now has the confidence, skills, and a strategic framework to build sustainably while staying true to its mission of making coaching accessible to men who wouldn't ordinarily seek it out.
Background
Shine Coaching was founded in 2016 by Fiona Redding and Lian Frankland to support men who struggle with stress, anger, and conflict in their daily lives. Based in Lancashire, the organisation emerged from work on a helpline where they noticed men with anger issues had nowhere to go for support. Recognising that men don't generally seek therapy easily, they developed a unique approach using life coaching. Operating virtually with very low overheads, Shine Coaching provides free life coaching to approximately 350 men annually and has completed two university evaluations establishing credibility for its distinctive approach.
The issue
Following successful lottery funding that allowed Shine Coaching to scale up during COVID-19, the organisation faced some long-term sustainability challenges. Shine Coaching Founder, Fiona, explained:
"Funding has become increasingly hard to get. The funding atmosphere has changed quite significantly."
With the four-year grant approaching its end, fundamental questions emerged about income diversification, whether to charge for services, and how to pursue commission contracts versus continued grant funding.
The organisation found itself pulled in multiple directions. As Fiona described:
"We've got loads and loads of cheerleaders saying, why don't you try this, why don't you try that? Which is amazing, but who's going to do it?”
The solution
Regional Manager Graham Russell worked closely with Fiona after an initial strategy project hadn't achieved the desired outcomes. He took time to understand their specific needs as a very small organisation requiring substantial support, matching them with volunteer Tyrone Robb, whose marketing and social media expertise proved transformational. Graham explained:
"He had the right experience to help them on the social media and the website, but he also had marketing and campaign knowledge. So he was able to meld that together.”
From the very start, Tyrone was able to identify some of the fundamental issues behind Shine Coaching’s challenges. Fiona recalled their first meeting:
"He said, 'If I want to buy your service, can I?' We said, 'Of course you can.' He went 'Well, I can't tell from looking at your website.' He just said, 'I can tell you're not making the most of what you've got.’"
What began as a standard consultancy evolved into an 18-month mentorship. Tyrone’s commitment and support went above and beyond a usual consultancy project. He worked with the team in monthly sessions, teaching marketing fundamentals whilst providing hands-on support. A large part of the project focused on reducing dangerous client dependency and developing more diverse revenue streams. As Tyrone explained:
“It was clear from the beginning that there was too much client dependency. We sat down and decided that working with a range of businesses would help diversify this income and prove more beneficial to them.”
Fiona enthused:
“He really held our hands because we both learn really differently. Tyrone tuned into both of us on what we needed and spent hours and hours, which I know was far longer than what most volunteers normally do.”
The impact
The marketing strategy delivered transformational results. Tyrone helped them understand that being unique was advantageous rather than limiting, and that demystifying anger as a normal emotion was their distinctive strength. This clarity helped Shine Coaching refine its marketing strategy and better understand their target audience.
Practical outcomes included a website overhaul (launching late 2025), the establishment of blog writing to make the most of their rich client data, and the development of clear service messaging. Fiona discovered an unexpected passion for the articles:
"I've found a real love of writing blogs and I never thought I would."
The organisation now translates its wealth of knowledge into accessible content covering issues from retirement to relationship breakdown and fatherhood challenges.
The project fundamentally changed Shine Coaching’s approach to sustainability. Fiona described the transformation:
"It's like a bridge...I just feel like we actually do have a shot at being long-term sustainable rather than waiting until funding dries up and then we've gone."
They now have frameworks for income diversification, including employer partnerships and individual payment models. Fiona concluded:
"What Tyrone has done for us is nothing short of incredible; he listened to us, built our confidence, helped us believe, walked with us through a multitude of issues, and imparted knowledge to us.”
